1.

What is the role of marketing in organization and why marketing is important

both within and outside the firm?

Answer

The important marketing roles are, the customers must believe that the firm's

products and services are valuable and they are worth more to the customers than

they cost. Another is to capture value of a product or service based on potential

buyers' beliefs about its value. Also enhances the value of products and services

through various forms of communications, and also marketers inform customers

about the benefits of their products and thereby increase their perceived value.

They facilitate the delivery of value by making sure the right products and services

are available when, where, and in the quantities their customers want. Marketers

recognize the value of loyal customers and develop long-term relationships with

them. Successful firms integrate marketing throughout their organizations so that

marketing activities coordinate with other functional areas such as product design,

production, logistics, and human resources, enabling them to get the right product

to the right customers at the right time. From a personal perspective, the marketing

function facilitate your buying process and can support your career goals.

Marketing also can be important for society through its embrace of solid, ethical

business practices. Finally, marketing is a foundation of entrepreneurialism. It has

entrepreneurial spirit infuses the marketing decisions of firms of all sizes.

2. Assume you have been hired into the marketing department of a major

consumer product manufacturing such as AZZAM. You are having lunch with

some new colleagues in other departments- finance, manufacturing and

logistics. They are arguing that the company could save millions of shillings if

they just got rid of the marketing department. Develop an argument that would

persuade them otherwise.

Answer

Many companies, if not all of them; rely on their marketing departments to keep

sales ongoing and active. Marketing departments are responsible for analyzing

competition and the target market, and then using those results to formulate the

company’s best approach as far as promotion, price, product, and places are

concerned.

No marketing means poor or no communication with customers, poorly chosen

prices, the manufacturing of products that customers don’t even want, and stores

where they won’t meet necessary criteria in order to keep running. Without the

marketing department, a company would undoubtedly suffer a critical blow.