this is the basic role of marketing

1. Discuss the role of marketing and contribution in a business organization.
The greatest challenge business organization face nowadays is how perceive a target market
through both traditional and new found technology .This will entail that marketing will have a vast
important role within a business organization. There will always be foundations that need to be
put into consideration by the marketing division of an organization regardless of the era they exist.
Marketing consists of the strategies and tactics used to identify, create and maintain satisfying
relationship with the consumers that results in the value for both. Marketing depends on how
adaptive is an organization in its commercial activities and it is used by organizations with the
main aim of enhancing the organization such that it has an induced behavioral, ethically change
for a permanent basis or short term basis.
According to Doreen Morgan “Marketing is helping your customers understanding how much they
need something they never know they needed. Marketers now a days can be blind folded by the
new-fangled techno apology and how to encompass them into the marketing, but remembering the
basics will be the key to success. Mark acting can also be form of advert using in which physical
matarials are providad to consumars in order relay information about a product or service. It does
not include advertisements placed on the internet, or on television or over the radio.
Business organization are faced with an important role of knowing the place were buy era look for
product services. That is if there look in a store, what kind of warehouse retailer is it? A special
list boat pique or in a super market or boo the, or online, on direct via a databank. The bus ness
organization has a role in recuperating the right distribute union channels and it know if it needs
to use sales force.Disturb option may involve physical ally move ling the product to the consumer,
or to inter me diaries who take response competence for differ rent stages of distribute union,
wholesalers. In retail industries, distribution was once only concerned with transferring goods from
the point of fabrication to the point of sale, but the logistics have now changed as more
establishments embrace online orders and home delivery alongside (and, in some cases, instead
of) their stores. According to (Cliff seal 2015) “Nobody taught consumer to search, how to use
email or Facebook but they learned on their own, hence business organization are faced with the
challenge of keeping up with trends’.

2. Advance mends in information and telecommunications broadcastings techno logy have changed
disturb option in the last 30 years. In most countries, it has become apparent that retail shops are
finding it increasingly difficult to compete with the more direct channels facilitated by e-
commerce. While for the foreseeable future consumers will continue to rely on the traditional
shopping experience for certain goods, such as fresh food and fashion, it is clear that certain
businesses cannot expect their traditional business model to be sustainable. This has been borne
out by the collapse of some long-established companies (such as T.M) and the difficulties
encountered by others (such as various travel and holiday companies).
Profess tonal firms now rely heavy ally on virtual channels to market, having previous ally been
highly dependent on face to face inter action.Even attend a trade fair in order to convey the right
market to the right place. Business organization has a role in knowing how there various
competitors do and how there can learn from that and differentiate from other business
organization. Thus for examples Fast food companies in Zimbabwe. Thus chicken Slice has a buy
one and get one free in its different branches compared to its competitor Chicken Inn that has no
such thing but mainly really on branding,
Many companies choose to sell directly to the consumers through the internet, while also selling
through suppliers and stores .thus consumer actively discover the market and the business
organization as a role in ensuring that the consumer around the world or within the prescribed
place discover their market from website such as Facebook,
Marketing has an important role in pricing as it is important in setting the correct price that will
attract consumers to make a purchase while generating profit for example Delta Beverages when
it introduced its refined sorghum beer (CHIBUKU SUPER) it set a marketable price that had a
great impact on the company as its profits increased by 7% within the first quarter of annual sales.
Without getting the right balance of a business organization a company can quickly find that they
losing money through lack of sales or through lack of profit generation. Marketing within a
business organization then helps in cost plus pricing adding a percentage mark up to the unit cost
as the generates profit and revenue for the business organization.
Marketing also enables competitor based pricing for examples Proton Bakeries was forced to
reduce its price from the original $1 it had set to 90c due to price drops from other competitor such

3. as baker inn. Marketing also has a role of ensuring that consumer get to know that they are getting
a fair value for the money they are spending .Marketing also has a role in ensuring if the correct
discount is offered to trade customer or to other specific segments of various markets.
Marketing has as role in promotion thus when selling a product it is a key aspect depending on
the nature of the product .The forms of marketing applied by the company include publicity and
personal sales,advertising ,direct selling, such as face-to-face interactions and telephone or online
sales, public relations, merchandising, sponsorship. Taking for example the company Nivea
.Nivea’s’ is a company that has always tried to be based on as its actual lifestyle of its target market
.the company does not find above the line of promotion to be very effective as these are the one
way communications through TV for example instead, the promotion is more consumer led
through different below the line solutions sample sales are a key activity that allows consumers to
try out the actual product.
There is also an interactive online magazine FYI (fun, young, independent) to increase product
visibility and association .The Company has also maintained a strong social media presence on
popular social media network .This used of new media has ensured a better brand awareness and
association among target audience. Promotion may be highly specific to individual products or a
range of products, or may enhance brand recognition in respect of the organisation’s public image.
In some cases, the name of the product may become synonymous with the organisation itself. For
example, the ballpoint pen was once referred to routinely as a ‘biro’, which is both the inventor’s
surname (Laszlo Biro) and the name of his company. Likewise, a vacuum cleaner is still called a
‘hoover’ by many consumers, Hoover being the name of just one producer.
Marketing has a role in ensuring that the product is perceived well and is received by the target
market. Marketing mainly ensure that the designing, development, maintaining of a product is
meet. Improving and acquiring produced and services that meet consumer needs .Producers and
manufactures develop new products for example McDonald’s .McDonalds places mainly
emphasises on a menu which customers want .Market research establishes exactly what this is
.However ,customers’ requirements change over time .What is fashionable and attractive today
may be discarded tomorrow .
Marketing continuously monitors customers’ preferences .In order to meet these changes
,McDonald’s has introduced new products and phased out old ones, and will continue to do so

4. .Care is taken not to adversely affect the sales of one choice by introducing a new choice ,which
will cannibalise sales from the existing one (trade off).McDonalds knows that items on its menu
will vary in popularity .thus for launching a new product will typically involve television and other
advertising support .Also on product for example in Zimbabwe Turnall Zimbabwe engaged in
institutions such as Harare institute and technology to ensure that it develop low cost infrastructure
materials ,low cost housing product and most low cost products that are innovative and competitive
to the market and will attract customers.
Marketing also plays an important role in selling that is directly communicating with potential
customers to determine their needs. Marketing also plays a role in financing that is budgeting and
obtaining necessary funds needed for operation and providing financial assistance to customers so
they purchase the business products and services. Marketing provides insights into strategic
opportunities and options. For example, some companies choose a highly focused approach by
targeted marketing aimed at very specific market segments (Club 18-30 holidays, insurance for
drivers with ‘clean’ licences), while others apply differentiated marketing strategies to address
several segments deploying different marketing mixes (fast moving consumer goods companies
often produce low price brands and premium priced brands within their product portfolios).
Marketing has a role in the economy icy growth of and the overall development of a nation through
various business organizations. Thus in Zimbabwe the marketing of the majestic falls of the
Victoria falls have led the development of five star hotels such as Elephants hills thus has enhanced
resources and use of efficiency thus advancing in marketing give an economic growth. Marketing
can also have a role in formalising ideas and concepts of a business organization. Marketing can
also help the business to remain focused on its goals and establishing various tasks and a timeline.
Marketing can also have a role to insure that opportunity and issue of a swot analysis and entail
give the business organization current marketing situation .Marketing can also contribute to the
business organisation by ensuring that accurate and cooperate decision are made to enhance
company growth. Proper marketing can also contribute in minimise business losses.
However marketing can also play a role that has a negative impact on the business organisation
.Thus in markets with a lot of competition, advertising from one business tends to get lumped and
ignored along with advertising from every business in that industry thus results in oversaturation.

5. Marketing also many have a role in product devaluation thus as the business organisation employ
discounts and special pricing as promotional strategy to capture market share .Marketing can also
result in ignoring existing customers thus as business organisation spend time converting prospects
into paying customer almost always costs more than making sales to existing clients. Marketing
can also play a role in cost analysis thus when marketing online and promotional strategies and
cost represents the big disadvantage for most marketing efforts .television spots, particularly
during high viewership hours, can cost more than the entire marketing budgets of some businesses.
In general, the larger the geographic area the marketing needs to reach, the higher the costs.
In conclusion According to McKenna (1991), marketing is everything and everything is marketing.
The main objective of a competence’s marketing efforts is to develop satisfying relationships with
customers that benefit both the customer and the organization. Marketing can best seen as the role
that manages connections between the organization and the customer product .the basis of this
connection may be viewed as the customer product, the customer service delivery and the customer
financial accountability connection. The role to which marketing plays in managing these
connection and contributes to the financial performance, customer relationship performance and
new product performance, beyond the impact of an organization thus a wide marketing orientation.
The marketing role can improve its contribution to the business organization by expanding its
scope beyond .the traditional customer product connection includes more emphasis on the service
delivery and financial accountability. Marketing is a vital business function that is necessary in
nearly all industries whether the organization operates as a for-profit or as a not-for-profit.