The conceptual scope of marketing, how far should go in the organization?
The marketing is a broader concept that is more than sales and promotion of the goods and services. It is not only a way of improving sales and promoting the products and services, rather it is the tool to identify the market demand and customers’ needs and meet them to enhance the satisfaction level of the customers (Shank & Lyberger, 2014).
It is not limited to increase in customer number to enhance sales, besides it also includes societal and green marketing concepts. These concepts are based on social welfare and environmental protection that are mandatory in current business environment to make the customers satisfied and happy.
In this, the marketing concept has legal, ethical, social and environmental context that are required to be complied by the firms (Christopher, Payne & Ballantyne, 2013).
Apart from this, the marketing concept has also wide scope in relation to holistic marketing that is based on internal marketing, integrated marketing, relationship marketing and socially responsible marketing.
Internal marketing relates to marketing department, senior management and other departments, whereas integrated marketing is associated to communications and channels to promote products and services.
Socially responsible marketing is based on ethics, environment, legal and community while relationship marketing is used to develop good relationship with the business partners, customers and employees (Wright, et al., 2016).
Good relationship with the business partners, employees and customers can be effective for the company to smoothly operate the business in international market. So, all these areas of marketing can be considered by the IT organization to achieve its marketing objectives.
Sales and promotion objectives of the company focus on only seller’s needs that allow the product to enjoy the supreme importance. But, the marketing has a wide scope because it focuses on customers’ needs and allows the customers to enjoy supreme importance.
Marketing is also crucial in converting the needs of the customers into products and generating profits through customer satisfaction (Boone & Kurtz, 2013).
At the same time, marketing is not only for sales and promotion, but it is also helpful to creating experience by offering the desired goods and services. A product can be promoted through communication of features as well as creation of unique experiences to customers.
Additionally, marketing has also a wide scope in research area that involves the collection, analysis and interpretation of data on any marketing problem (Christopher, Payne & Ballantyne, 2013).
On the basis of this, the management can make better marketing decision. So, it can be stated that marketing is managerial function that allows the management to make effective decisions related to marketing based on the data.
It is also a way to make product planning and development as it may allow the firm to collect the feedback and views of the customers and develop new products accordingly (Kotler, et al., 2015). Therefore, it can be stated that the marketing has wide scope and there are different areas that can be covered under the marketing concept.
Boone, L. E., & Kurtz, D. L. (2013) Contemporary marketing. Cengage learning.
Christopher, M., Payne, A., & Ballantyne, D. (2013) Relationship marketing. UK: Taylor & Francis.
Kotler, P., Keller, K. L., Manceau, D., & Hémonnet-Goujot, A. (2015) Marketing management (Vol. 14). Englewood Cliffs, NJ: Prentice Hall.
Shank, M. D., & Lyberger, M. R. (2014) Sports marketing: A strategic perspective. UK: Routledge.
Wright, L. T., Wright, L. T., Wright, R., Wright, R., Kooli, K., & Kooli, K. (2016) Business Marketing Concepts and Cases. Journal of Business & Industrial Marketing, 31(8), 1017-1018.
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