In business, marketing plays a vital role for it involves the total system of business such as planning, pricing, promoting and distribution of products and services that aims to satisfy the demand of consumers and need of industrial users. But its functions do not end after selling the product or services. It also aims to acquire repeat transactions that can maximize company earnings.

 

In order to have an effective marketing program, certain areas of business should be given emphasis. All company planning and operations must be customer-oriented focusing on customer satisfaction. Company goal should aim for profitable sales volume and not just volume alone because marketing is implemented to improve business financial standing. Lastly, all marketing activities in a firm should be properly coordinated with all the key areas in the organization in order to avoid any possible conflict and for easy attainment of the targeted company objective.

 

Marketing is always mistakenly believed to be similar with selling. But the truth is, they are not. Instead, they are opposite in concept and practices. Some of their major differences are:

 

1. Emphasis on marketing is on what does the customer's wants while selling is focus on the product.

2. In marketing, the company verifies first the consumers' needs and then produce. Unlike in selling, they produce first then sell it.

3. In marketing, management is profit oriented while in selling, the management is volume oriented.

4. In marketing, planning is made for long term while in selling, it is only for short term period.

Focusing on the four P's of marketing, the whole program will be responsible in the planning, organizing, implementation, development, improvement and monitoring of the activities related to product, pricing, distribution and promotion. These activities must be interrelated and must agree on same marketing goal.

 

Most likely, company integrates marketing activities within their organization's system because it will help the organization create its own image in the business industry. The kind of image that will differentiate them from rival companies and will develop awareness and loyalty among customers. The use of marketing will also assist them in determining their customer's demographics, their customer's level of acceptance, their effectiveness in delivering the customer's needs and their competitiveness in the business arena.