MARKETING

PROCESSES AND
PLANNING
INTRODUCTION:
 Marketing is an essential function for any
organization that wants to create and maintain a
customer base, build brand awareness, and
generate revenue (Herrmann, 2020).
 In this presentation, we will explore the role of
marketing in an organization and how it
interrelates with other business units
 CSR: (CORPORATE SOCIAL
RESPONSIBILITY)
 Marketing can support CSR initiatives by
communicating the company's commitment to
social responsibility and creating targeted
campaigns that align with the company's
values.
 This can enhance the company's reputation
and create goodwill with customers and
stakeholders (Aloulou, 2019).
LEGALITY:
 Legal is responsible for ensuring compliance with
advertising and marketing regulations, which is
essential to maintaining the company's reputation
and avoiding legal issues.
 Marketing can work with legal to develop ethical
and responsible marketing campaigns that align
with the company's values and comply with
regulations.
IT: (INFORMATION TECHNOLOGY)
 Marketing can leverage technology to improve
customer engagement, such as through social
media, email marketing, and mobile
applications.
 IT can support marketing initiatives through data
analytics and automation, which can provide
valuable insight into customer behavior and
preferences.
OPERATION:
 Marketing can assist operations in managing the
supply chain by providing insight into customer
demand and preferences.
 This information can be used to ensure efficient
production and distribution of products, which is
essential to meeting customer needs and
maintaining profitability (Mathrani, 2019).
FINANCE:
 Marketing is critical to generating
revenue for the business, which is the
primary objective of the finance
department.
 Marketing budgets are developed and
allocated based on the potential return on
investment, which is essential to
maintaining profitability and growth.
HUMAN RESOURCES:
 Marketing can assist human resources in
attracting and retaining top talent by
developing an employer brand that
communicates the company's values and
culture.
 By working together, marketing and HR can
create a cohesive message that attracts the
right candidates and aligns with the company's
overall objectives.
CUSTOMER SERVICE:
 Customer service is closely related to
marketing, as it provides an opportunity to
engage with customers and gather feedback on
their experience with the product or service.
 This feedback can be used to improve
marketing strategies, such as creating targeted
campaigns that address customer needs and
concerns (Tanner, 2021).
PRODUCT DEVELOPMENT:
 Marketing research can inform product
development by identifying customer needs
and preferences, determining pricing strategies,
and providing insight into product features and
benefits.
 Marketing works closely with product
development to create successful products that
meet customer needs and generate revenue for
the business.
SALES DEPARTMENT:
 The sales department works closely with the
marketing department to achieve the objectives of
the organization.
 Sales data can be used to inform marketing
strategies, such as identifying customer needs and
preferences, determining pricing strategies, and
creating targeted promotional campaigns (Hsu,
2022).
MARKETING OBJECTIVE:
 The primary objective of marketing is to create value for customers and generate revenue for
the business. Marketing objectives include increasing sales, building brand awareness, and
developing customer loyalty.
 These objectives align with the overall business objectives of profitability, growth, and
sustainability.
CONCLUSION:

To summarize, marketing is an essential component of an organization's business

model, and it operates in close coordination with other units such as product
development, sales, and customer service. Marketing research provides vital insights
that guide the development of products and sales strategies, resulting in increased
revenue and success for the organization.
REFERENCES:
 Herrmann, T., Roth, D. and Binz, H., 2020, May. Framework of an ambidextrous process of
idea management supporting the downstream product development process. In Proceedings of
the Design Society: DESIGN Conference (Vol. 1, pp. 587-596). Cambridge University Press.
 Aloulou, W.J., 2019. Impacts of strategic orientations on new product development and firm
performances: Insights from Saudi industrial firms. European Journal of Innovation
Management, 22(2), pp.257-280.
 Mathrani, S. and Edwards, B., 2020. Knowledge-sharing strategies in distributed collaborative
product development. Journal of Open Innovation: Technology, Market, and Complexity, 6(4),
p.194.
 Tanner Jr, J.F., 2021. The state of business to business marketing research. Journal of
Marketing Theory and Practice, 29(1), pp.92-100.
 Hsu, P.Y., Ku, E.C., Lai, T.C. and Hsu, S.C., 2022. Developing a Muslim tourism market: the
perspective of travel agencies. Journal of Hospitality and Tourism Insights, 5(1), pp.166-185.