Introduction
Marketing business refers to activities a company undertakes to promote the buying or selling of a
product or service. Marketing includes advertising, selling, and delivering products to consumers or
other businesses .
1) what’s Marketing in a business?
For business, Marketing is the process of getting people interested in your company's product or
service. This happens through market research, analysis, and understanding your ideal customer's
interests. Marketing pertains to all aspects of a business, including product development, distribution
methods, sales, and advertising.
2) Roles of marketing in business
The role of marketing is not just to promote and sell as many products as possible. But it’s wider.
Selling is the end result, but to do so successfully, this department must identify customer needs and
then satisfy them through a tailored marketing mix. Then, for products to continue to sell and money
to flow into the company, the team must maintain customer loyalty and build strong relationships
with them.Long story short, the marketing department has the following four strategic roles:
- Identifying consumer needs
- Satisfying customer needs
- Maintaining customer loyalty
- Building customer relationships
a- Identifying consumer needs
The marketing team finds out about what consumers need and want. It is not only related to the
product and its technical aspects like the design or other features. But it’s wider. For example, the
marketing team learns about consumers’ ability and willingness to pay. Then, they mapped out
where and how consumers typically buy.
In general, identifying customer needs aims to:
* Ensuring products stay focused on customer needs.
* Identifying consumers’ explicit and implicit needs and finding opportunities for new products.
b- Satisfying customer needs
Customer satisfaction is about how well the company meets customer expectations. Customers are
satisfied, at least if the company can meet their expectations.
Satisfied customers are important to maximize sales. When customers are satisfied, they buy. And
after some time, they buy again . Strong relationships with customers are also built when they are
satisfied.
* What kind of product should be sold? What features are customers interested in?
* What price should be charged for each customer?
* How do we effectively promote products and attract consumers to buy?
* How to make sure products are available when customers need them?
Companies can meet customer needs by answering the questions above. From now on, they get the
product they want, at the right place, at the right time, and at the right price.
But, answering the questions above is not enough because the company has to compete with
competitors. The marketing team must identify opportunities where the company can more
effectively meet customer needs than competitors. For example, it might be related to after-sales
service, product features, pricing, or even salesperson skills when interacting with customers. Finally,
the marketing team came up with a unique selling proposition that satisfies the customer and
performs better than the competition.
c- Maintaining customer loyalty
Satisfying customer needs is the first step. And encouraging their loyalty is the next step.
Customer loyalty is about how the customer an
It’s interesting , we repeat purchases are cheaper than acquiring new customers.
d- Building customer relationships
Building strong relationships is vital to driving their satisfaction and loyalty. This effort is not only
done after the customer buys, is satisfied, and repurchases. For example, impressions and
relationships are created when potential customers interact with salespeople. But when the first
interaction produces a positive impression, it leads to interest and desire to buy. Say a potential
customer then decides to buy. Once satisfied with the purchase, they may repurchase it later.
During the above process, relationships with customers are built. And the emotional bond gets
stronger when customers continue to buy and engage even more deeply, for example, by promoting
products to colleagues or other people through social media.
In addition to existing products, research is important to anticipate changing customer needs. The
marketing team identifies new trends in customer demand or gaps in the market. Thus, the company
can produce new products to meet other needs of customers which are not currently available.
3) What are the importances of Marketing ?
Marketing for business is a highly valuable tool as it helps to create brand awareness, drive profit and
growth, acquire and retain customers, and enhance engagement.
Marketing strategies play a pivotal role in establishing a strong presence in the market and
connecting with the target audience. Moreover, without effective marketing, businesses may
struggle to reach their target audience, compete in the market, and achieve their objectives.
Marketing are diversified: Branding, Target Market, Clear Value Proposition, Multichannel Marketing
Plan.
Conclusion
Marketing is the process of identifying customers and "creating, communicating, delivering, and
exchanging" goods and services for the satisfaction and retention of those customers.
In simple words, marketing is the process of attracting potential customers and clients to a product
or service. It involves researching, promoting, advertising, selling, and distributing a company’s
products and services.
Sources :
https://emeritus.org/in/learn/what-is-marketing-in-business/
https://blog.hubspot.com/marketing/what-is-marketing
https://penpoin.com/marketing-roles/
Le 01/11/2023
INSTITUT SUPERIEUR DE MANAGEMENT
Topic: ROLES AND IMPORTANCES OF MARKETING IN BUSNESS
Filière : Management (LGMI)
Présenté Par :
Mariame Abdoulaye Gueye
Layla Sadjo
Fatoumata Ba
Encadré par :
M.DIENG
