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Developing products that satisfy needs, including products that enhance societys
quality of life is one of the roles of marketing in an organization. Take for example an
organization like Microsoft. It develops technology based products like mobile phones and
personal computers. These products aim at satisfying the needs of the customers which are
the users of the gadgets. The production of these products which aim at satisfying the
customers needs and also bringing in profits in the organization is facilitated by the
marketing department, (Kotler P., 2002. 2).
The marketing department uses various strategic models to achieve this. This includes
marketing mix and the Ansoff matrix. Marketing mix model is comprised of 4Ps. The 4Ps
also known as Price, Product, Place and Promotion is a strategy that originated from the
single P meaning Price. The marketing mix strategy is used to find and meet the customer
needs. It can be used for long term or short term purposes. The scopes of the marketing mix
can be altered or changed to meet different requirements for each product produced, (Goi C.
L., 2009. 1-5). On the other hand, The Ansoff matrix model was invented by H. Igor Ansoff
and is a model that focuses on four main areas. These four areas are market penetration,
product development, market development and product/market diversification, (Ansoff I.,
1957. 113-124).
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Marketing also carries out the role of packaging and shipping the products. The main
of packaging of a product is to tell customers about the product inside. A product that is well
packaged can have a better chance of winning consumers hearts than one that is not. On the
other hand, shipping packaging does a good job at reinforcing the brand image to customers.
This is done so that they (the customers) remember to return to the same company and not
another one if they need the product of the same type. In other words, the role of shipping or
transportation can be explained by saying that marketing helps in developing product
distribution systems that offer access to products to a large number of customers and many
geographic regions, (KnowThis.com 2017).
Marketing also has a very important role in building an organizations reputation. Big
organizations like Microsoft did not just start up with an already built reputation, marketers
had to help in building it. A reputation whether good or bad can have a very big impact on
sales. If an organization has a good and efficient marketing department, it will know not just
how to build a good reputation but also how to deal with a bad one as well. A good example
is that of Microsoft. Whenever the company faces a bad reputation, the marketers with the
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help of television advertisements and other forms of advertisements try to shake off this
negative image they have obtained, (Kotler P., 2002. 14).
Building good customer relationships is one of the most important roles of marketing
in an organization. The key to this is by creating customer value and satisfaction. The better
the levels of customer satisfaction the higher the levels of customer loyalty, which results in
better company performance. Customer retention is very important for an organization. One
of the reasons why Microsoft is successful is because it also focuses on satisfying its
customers. To add on Microsoft, (2017) stated on that, Microsoft is focused on ensuring a
high level of satisfaction among our customers and partners. It is a core component of our
business.
References List
Goi C. L., 2009. "A Review of Marketing Mix: 4P's or More". International Journal of
Marketing Studies. Vol. 1 (1).
Ansoff I., 1957. Strategies for Diversification, Harvard Business Review. Vol. 35 (5).
KnowThis.com 2017. The Role of Marketing. Available at: http://www.knowthis.com/what-
is-marketing/role-of-marketing. Accessed on: 27th February 2017.
Microsoft, 2017. Customer and Partner Experience. Available at:
https://www.microsoft.com/en-us/cpe/. Accessed on: 27th February 2017.
Stone M. A., and Desmond J., 2007. Fundamentals of Marketing. New York: Routledge.
Kotler P., 2002. Marketing Management Millennium Edition. 10th Edition. Boston, MA:
Pearson Custom Publishing.