notes

1. To the organization.
To encourage and higher sales for the organization. Once your product,service or company gets on the radar screen
of your prospects,it increases your chances that consumers will make a purchase.As awareness becomes a reality, it
is also the point where new customers start to spread the word, telling friends and family about this amazing new
product they discovered. Your sales will steadily increase as the word spreads.Without employing marketing
strategies,these sales may not have ever happened; without sales,a company cannot succeed.
it improves company reputation, the success ofa company often rests on a solid reputation. Marketing builds brand
name recognition or product recall with a company. When a company reaches the high expectations of the public, its
reputation stands on firmer ground. As your reputation grows, the business expands and sales increase. The
reputation of your company is built through active participation in community programs, effective communication --
externally and externally--and quality products or services, which are created or supported by marketing efforts.
Marketing encourages healthy competition. Marketing also fosters an environment in the marketplace for healthy
completion. Marketing efforts get the word out on pricing of products and services, which not only reaches the
intended consumers, but also reaches othercompanies competing for the consumers’ bus iness.As opposed to
companies that have a monopoly on products and services that can charge almost any price, marketing helps keep
pricing competitive for a business to try to win over consumers before its competition does.Without competition,
well known companies would continue to sell while lesser known companies or new companies would stand little
chance of ever becoming successful.Marketing facilitates the healthy competition that allows small businessesand
new businessesto be successfulenterand grow in the marketplace.
Marketing encourages the understanding ofthe economic and competitive features of a sector. Through marketing
research and other marketing activities the organization can understand their strength overtheir competitors in the
same industry and find out their weakness over the competitors and use such information will encourage the
organizations to understand their competitive advantages overtheir competitors.
Identifying target markets. With marketing of the organization through marketing research the members of the
organization mostly the production and sales management at the initial stages ofintroduction of a new product.This
helps the organization to identify the basics of the needs of customers in a particular product and service to ensure
that this product or service satisfies the needs of the customers. Hence through marketing research the organization
finds out these customer expectations in the particular product.
Identifying segments within a target market. Market enables the organization to identify the segments of their
markets. In this case where an organization has various products like century bottling company. Have numerous
products hence through marketing research the organization identified the products for the children, women and men
and ensure that their products satisfy that particular market segment.
Identifying the most appropriate sale promotion strategies to boost company sales so as to increase company
revenues.This is evident in most companies such as those in the telecommunication industry where they have to use
various marketing techniques to promote their services to their customers. Case in point when Airtel introduced “
my pakalast “ Mtn Uganda also in turn adopted to this kind of sales promotion method known as “My paka paka”
to also compete favourably with Airtel
Understanding competitors and their strategies and likely responses.Through market analysis an organization can
easily understand its competitors their market share on the market in the industry hence this enables them to
compete favourably to in various aspects ofthe industry to increase on their market share. And in turn marketing
also enables the organization to know the strategies their competitor use and this in one way or the other enables
these organizations to use bettermarketing strategies to out compete their competitors.
Marketing has in one way or the other helped organizations in developing a new product.Case in point when
Uganda Breweries Ltd (UBL) was releasing their new brand of beer commonly known as black bell the issued out
samples to the Uganda Martyrs University society in Your Hostel. In which the organization found out what their

2. customers liked about the new product and what they wished should be changed about the product hence this helped
UBL in the development of their new product Black bell.
Creating a sustainable competitive advantage. To many companies in the same industry marketing is important to
them in a way that they use various marketing strategies to promote the sales of the organization and to win the
market share whereby there are many firms competing for the same customers and hence through persuasive and
other forms of marketing the organization is able to win the greatest market share,
Establishing management information systems to identify progress.In this marketing has a great impact on the firm
as it provides all the necessary information mostly got through market research about their product and services.
What their customers find interesting about the product and what they find other competitors product betterthan
their products hence such information enables management make critical decision to suit their customer needs so as
to fully satisfy their needs.
To the society.
Marketing created awareness of the product usage For Example: The damage can cause by 'ammonia' in a hair-dye
is well reached the consumer because of marketing. Is one of the ways in which marketing benefits society is by
informing and educating consumers. Marketing often has a persuasive intent, but it generally begins when a
company identifies a customer need and seeks to explain how its products orservices meet that need. For customers
with clearly defined needs,marketing provides a means of learning about new products and what they do. Marketing
can also include more practical information to assist in making a purchase,such as addresses,phone numbers,
product release dates, store hours and Web addresses.
Managing Consumer Expectations. Besides providing consumers with useful information about products and
services, marketing can also help set and manage customer expectations. Consumers rely on trusted brands and the
consistency that comes from brand loyalty. They also use information from consumer advocacy groups to learn
about which brands are most reliable and represent the best values. Businesses use marketing to make consumers
aware of major changes,such as mergers and transfers in ownership that affect product offerings or seek to improve
quality. Government regulations prevent marketers from making false or misleading claims. This allows consumers
to make informed decisions without as many risks as they would face if they had to buy without the benefit of
marketing.
Economic Benefit. Marketing drives a consumer economy, promoting goods and services and targeting consumers
most likely to become buyers.Higher sales for a business that employs successfulmarketing strategies translate into
expansion, job creation, higher tax revenue for governments and, eventually, overall economic growth. In addition,
the marketing industry itself creates jobs and wealth as businesses seeknewand innovative ways to promote
themselves and their products.Consumer demand for marketing in new venues,such as cell phones,creates new
branches of the marketing industry and furthers growth.
Modeling Behavior. Marketers work to understand consumerbehavior and produce advertising that is most likely to
influence it. This provides a place for behavioral researchers and economic analysts to model consumer behavior.
By examining marketing data and its correlation to consumer behavior, analysts can learn about how and why
people make the decisions they do. This is useful in crafting awareness campaigns for major public and social
issues.It also serves to advance the fields of behavioral psychology and economic forecasting.
Marketing helps to achieve, maintain and raise the standard of living of the society.Through marketing various
organization aims at customer satisfaction hence in a struggle to meet their customer needs they tend to maximize
their efficiency and effectiveness to ensure that their products meet their customer needs. Marketing process bring
new variety of useful and quality goods to consumers. This raises the standard of living. Better marketing gives
room for mass production. Under mass production,cost of production will be low and hence price of the article will
be low, since price is low people can buy more goods for their money. This will result in a higher standard of living.

3. Marketing increases employment opportunities.Many people in Uganda and the whole world at large have been
employed as marketers to promote organization sales hence in so doing such people get employed in various post
such as marketing managers, sales men among many otherprofessions related to marketing and sales promotions.
Marketing in connecting link between the consumer and the producer. It’s well explanatory that marketing bring
about the connection between the consumer and produceras we see that for the product to manufacture a product he
or she must first of all know his customers their tastes and preferences and basically their needs.And hence through
marketing the producer will know the wants of his consumers. And in turn the consumer will get to know what
product or services the producer has and hence marketing connecting factor between the two.