Marketing Functions Q1

Marketing Functions Q1


Marketing Functions


Internal marketing refers to the internal practices of anorganization that acquaints the employees and internal stakeholderswith the firm’s policies and practices. The information given tothe parties relate to patents, brands, tangible assets, the financialand human capital. Internal marketing has a direct impact on anorganization`s internal environment. Employees have to be aware ofthe expectation and the objectives of the organization. Internalmarketing facilitates the process, and this molds the internalparties into reliable advocates of the company’s products wheneverthey interact with their friends (Levens, 2011).

According to Levens (2011) external marketing refers to theactivities perform by an organization`s staff to the parties withoutthe organization with the aim of creating desirable customerrelations. The way a firm approaches the intended clients determinesthe intensity of the relationship they will develop the products. Themajor areas of influence are the micro and the macro-environment. Themicroenvironment consists of the consumers, suppliers and competitors(Levens, 2011).

The forces in the society that are beyond the firm’s controlincluding political influence, cultural practices, and the legalenvironment compose the macro environment. They impact on thedecisions make by the consumers before they settle for a particularsproduct. However, they do not entirely control consumer behaviorintense marketing comes in to fill the gap, and it influencesconsumers’ choice of products (Levens, 2011). The primary goal ofthe marketing department in both the internal and external arena isnot to counteract the uncontrollable external forces (Levens, 2011).

The department seeks to fill the gap left open by these appeals andpresent information to the public. The marketing strategy of anyorganization is to capture a significant market share and beat thecompetition by using distinct methods of presenting its products tothe target group.


The global economy is becoming competitive by the day. Businessorganizations are doing all they can to keep the pace with theircompetitors. Some manage to remain significant while others opt to beout of the cut-throat scrambling for the market. A primary approachused by many businesses is modeling them into being customercentered. A company with this attribute creates a culture of customersatisfaction and being receptive to their needs (Luh et al., 2013). Acompany with its roots in a customer-centered service stands out forits sustainable measures that woo customers’ loyalty. Theimplementation of this form of business takes time, and themanagement has to tune the employees towards customer satisfactionand set the pace for them to follow. The process becomes successfulthrough the following ways.

First, a business has to be committed to the needs of the consumersand offers them goods and services that are consistent with theirchanging tastes and preferences (Luh et al., 2013). Such businessesoperate with the belief that, without the customer, they cannotcontinue to exist. It translates into a situation whereby, thecustomer comes first in everything. When developing new goods or whenintroducing new services into the market, the customer is thereference point (Angelis et al., 2012). The marketers of anorganization that wants to develop the culture have to be customeroriented. They focus on the customers’ feedback to accumulateinsightful data to guide in production, supply and presentation ofbusinesses’ goods and services.

Secondly, different target groups have varying preferences. A companybecomes customer-centered if it responds to the needs of theindividual groups. It concentrates on their consumption behavior andusing the data to develop products that revolve on their tastes (Luhet al., 2013). Angelis et al. (2012) agree that the primary goal of acustomer centered business is not to achieve one-time satisfactionfor a customer. Their products and services aim at creating along-term relationship and loyalty for the product. The results are asatisfied customer and a relatively constant market growth (Angeliset al., 2012).

The consumer buying process is under the influence of variousfactors. First, consumers recognize a need to procure a particularproduct or service. A primary impact on this step is an externalstimulus in the consumer’s environment (Solomon et al., 2012). Forexample, one may find the need to buy a certain movie by seeing itspreview in the media or getting the idea from another person.Marketers should, therefore, locate products in strategic positionsand at the right time to instigate consumers to see the need topossess them. Secondly, customer loyalty affects the process ofdecision making (Raymond &amp Tanner, 2011). When consumers want tobuy apricot that they have used before, they may opt to go for thesame product without searching for information on close substitutes.

According to Solomon et al. (2012) the availability of information inthe right format and precision also impacts the process. Productevaluation is a critical step in decision making before consumersmake purchase a product. Due to the flooding of products that savethe same purpose, customers are likely to evaluate only a smallfraction of all the products the market has to offer. For thisreason, customers are likely to settle for products with capturingand appealing description (Raymond &amp Tanner, 2011). Marketerstarget at the most distinct features that relate to the intendedpurpose of the products. For example, their durability, color varietyor friendly price.

Customers’ process of decision making is also under the impact ofaccompanying services. The resolution to buy a product is notcomplete until a client pays for the product and feels satisfied.Products with warranties or polite and supportive sales people maycompel consumers to pay for them. Some after-sale-services,especially for technical products, may increase the preference of aproduct to another (Raymond &amp Tanner, 2011).


Effective market refers to the quality of how marketers enter thearena with the primary aim of maximizing their spending to achievedesirable results. In doing so, they utilize various tools to makedecisions regarding their spending.

Quarterly revenue is an imperative tool used by the marketingdepartment. The returns of a business determine the amount that willbe disposable to commercialization. It will influence the personnelto settle for the most impactive method in the case of limited fundor a multiple of methods when a sizeable amount of revenue is setaside for marketing (Wilson, 2011). Secondly, they use search engineoptimization especially for businesses with online platforms. Thetool helps the marketers to gauge the popularity of the products inthe population. The level of demand determines the intensity of themarket campaigns.

As Wilson (2011) puts it, surveys also act as important tools inmaking effective marketing decisions. They bring to light thefeelings of the target group towards a product. Marketers conduct thestudies either through the phone, using emails or interacting withthe consumers directly. The information they provide assists themarketing department in knowing which aspects of a product or servicedo not please their clients and make the necessary changes.

Conclusively, marketing occurs both within a business and to theconsumers and other external stakeholders. Due to the competition inthe market, companies try to be customer centered by putting theneeds the needs of the client first. To facilitate this, they have tomake sound marketing decisions based on the information derived fromconsumers.


Angelis, J.,Macintyre, M., Dhaliwal, J., Parry, G., &amp Siraliova, J. (2012).Customer centered value creation. Issues of Business and Law,3, 11-20.

Levens, M. P.(2011). Marketing: Defined, Explained, Applied. New York N.Y.:Pearson Higher Ed.

Luh, D. B., Ma, C.H., Hsieh, M. H., &amp Huang, C. Y. (2012). Using the SystematicEmpathic Design Method for Customer-centered Products Development.Journal of Integrated Design &amp Process Science, 16(4),31-54.

Solomon, M.,Russell-Bennett, R., &amp Previte, J. (2012). Consumer Behaviour.New York N.Y.: Pearson Higher Education AU.

Tanner, J. F., &ampRaymond, M. A. (2011). Principles of Marketing. WashingtonD.C.: Flat World Knowledge.

Wilson, A. (2011).Marketing Research: An integrated Approach 3rd edition (No.3rd). New York N.Y.: FT Prentice Hall.