Why is it important to have an effective functioning marketing department within an organization

Why is it important to have an effective functioning marketing department within an organization?
In this age continuous marketing improvements from past has transit this period into a standardized era of quality marketing, those entities who are able to survive market pressures and have become what they are today is because of the effective inputs created within their marketing departments. The marketing department is responsible to conduct proper market research, develop products, implement market strategies, be creative and innovative and make markets be aware of the products and services it offers. (Martin, 2015)
From a good market research organizations and companies are able retain appropriate information to improve their services and products and present them well in the markets for interested customers to end in exchange through marketing, according to Kotler & Armstrong, “marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” (Management Study HQ, 2018).
Without an effective functioning marketing department, the target markets will not be made aware of the company’s services and products, sales will fall, more customers will leave and demand will decline leaving business to earn less revenue and eventually business will go into bankruptcy and collapse. This essay is all about why it is important to have an effective functioning marketing department? It is understood that the marketing department is the shelter of where marketing activities are planned and its effectiveness lies within the hands of the specialists of the department whose responsibilities are at conducting planning, marketing strategies, and collecting information to find needed problems to help them go about in providing the right products and services, and developing to the target markets. Without the following marketing process, the marketing department will not become an effective functioning marketing department within its organization. Listed are the processes that creates an effective functioning marketing department (i) understanding the marketplace and customer needs. (ii) Design a marketing strategy and construct an integrated marketing mix (iii) build profitable relationships and create customer delight and Capture value from customers to create profits and customers’ equity. (Martin, 2015)
For all organizations who sells products and services there is no doubt that these firms must have effective functioning Marketing Departments to control the marketing activities of these entities, when new organizations or companies are created the very next thing is to look at how to manage the entity, one of the key departments within the organization to build up firms, nurture and promote its life is the marketing department. That is why new firms are heavily depended in well monitoring and contributing more ideas towards its marketing department to receive satisfied feedback once business activities are carried out. (Martin, 2015)
How the marketing department contributes within a firm. Modern marketing departments can be arranged in several ways. The most common form of marketing organization is the functional organization in which different marketing activities are headed by a functional specialist like a sales manager, an advertising manager, a marketing research manager, a customer service manager, and a new product manager. These individuals are in-charge of the selling, advertising, customer service and other marketing activities within a marketing department of the organization. To function effectively the department needs to reach out and identify market prospects, locate customers, the community and the investors to gather information for itself to later be creative and innovative to create an attracting image upon what it has to offer so the representing brand of the firm stands out when its products are sold. (Kotler A. A., 2001)
Firstly, the team of marketing specialists look at how to develop a customer focus through developing information on market research, obtaining past records from the internal organization records and retrieving information of marketing intelligence, that is the collection and analysis of publicly available information about competitors and developments in the marketplace, to help them understand the market place, customer needs, wants and demands for marketing managers to make appropriate decisions when used in planning and developing of products and services to fill the needs, wants and demands of the profitable markets. (Kotler B. B., 2010)
Secondly, designing a customer driven marketing strategy and an integrated marketing mix. A good marketing strategy is able work in line with the firm’s mission and objective to structure the marketing position for the products and services for targeted customers, with marketing strategies the firm is able to identify its strengths, weaknesses, opportunities and threats or SWOT in short so that the firm knows its capabilities, resources and performance trends based on its strength and weakness and help eliminates its weaknesses and work more on its strengths to achieve better in the future. It also helps shows a better view of the external environment to identify future opportunities and highlights current and future threats facing the organization. Under marketing strategy, the marketing mix is used once the target market is identified, these mix of elements are the controllable marketing variables: product, distribution (or place), promotion, and price. Marketing mix simply means blending the four marketing elements appropriately to achieve the maximum response from the target market. As the marketing department carries out planning it has to include marketing mix within its strategies so that it makes the items be well in a good mix in the markets. (Robert F.Lusch, 1949)
Finally, build profitable relationships and capture value from customers to create profits and customer’s equity. To build profitable relationship the entity’s marketing department must be flexible in order to develop improved or customized products and services relating to the current standards and lifestyle of the target markets so to fulfill the demands, needs, and wants of the customers, hold on to existing customers to have loyalty upon satisfaction they receive, attract more customers and convert unprofitable customer relationships into profitable ones. This can only happen when marketing specialists of the marketing department are better equipped to diagnose problems through appropriate measures. (Measuring customer profitabilty, 2007)
With technology and other improvements today’s society’s targeted markets cannot settle for a shallow kind of produce or invention knowing that improvements on products and services are continuously improved each time with the generation era, the marketing specialists within a marketing department has to continuously be made aware of these through market research to find allocate customers, know about the external environment and to analyze records of previous business transactions to attain relevant information. (Linton, 1990)
Looking globally almost the entire face of cities and towns are covered with industries, companies, businesses, organization and all other commercial bodies all created for one purpose only and that is to reach an exchange with their target markets. Everywhere any entity operating has this aim to reach their market to exchange offerings for funds, profit making and develop interest in a long lasting survival market should have an effective marketing backbone and the rightful department to create such life for the business, hold back and to bring more customers to continuously be motivated to purchase products from the organization is a well-represented active functioning marketing department of the organization. (Martin, 2015)
• Martin. (2015). Marketing Department: Organization, Tools ; Responsibilities. Retrieved May 18, 2018, from https://www.cleverism.com/marketing-department-organization-tools-responsibilities/
• Management Study HQ. (2018). What is Marketing. Retrieved May 18, 2018, from https://www.managementstudyhq.com/core-concepts-of-marketing.html
• Philip Kotler, Stewart Adam, Linden Brown and Gary Armstrong. (2001). Principles of Marketing. NSW: National Library of Australia.
• Philip Kotler, Linden Brown, Sue Burton, ken Deans and Gary Armstrong. (2010). Marketing. NSW: National Library of Australia.
• Robert F. Lusch ; Virginia N. Lusch. (1949). Principles of Marketing: Queensland: Australia.
• Michael D.Hutt, Thomas W.Speh (2007). Business Marketing Management: B2B: Australia.
• Ian Linton (1990). Organizational marketing activities. Retrieved May 18, 2018, from https://yourbusiness.azcentral.com/organizational-marketing-activities-3057.html