Marketing's integrative role in contemporary organizational success

Marketing in the Contemporary Organizations

The contemporary society is very dynamic and things change each passing day particularly propelled by the new inventions and technological improvements. There is provision for information to travel faster than it used to, hence posing a cut edge competitive environment for each organization. Each company that wants to remain relevant in the market must embrace techniques and trends that will enable it remain afloat and relevant, such as marketing.

The modern organizations has so many functions going on like production, resource development, finance departments, the human resource departments all in tandem. In order to align these functions within the organization with the needs and wants and expectations of the customers, there is need to involve a marketing strategy that will deliberately guide these functions towards that direction (Rama Rao, 2005). The key to success in the current organizations do not rest on marketing or any function independently, but on a joint pursuit of success.

Marketing can be said therefore to play an integrative purpose of the market so that the required synergy can be realized for the success of a given organization. This means then that the responsibility to increase the market share of the organization as they market the company products rests on each member of the organization and not a few selected people from given or selected departments.

Role of marketing to manufacturers/firms

Even the biggest players in any market are still seen to engage extensively in the marketing process. Marketing enables organizations to maintain the positions that they have already acquired over a long period of time, it helps maintain the status quo or even increase the market position of those organizations, a thing that all organizations love to have.

The marketing strategies such as obtaining new clients, (re)branding, repackaging and influencing behavior are al directed at encouraging or boosting the sales of any given firm. All these activities are carried out by the respective manufacturers with the aim of having the consumer society targeted buy the products. The marketing costs are usually met by the consumers anyway hence every firm will strive to be as vigorous as they can in marketing, with the compensation of the marketing cost at the tail end of the pricing of the products.

The era when the demand would outstrip the supply of goods has long gone, indeed the supply now not only outstrips the demand but there are alternative supplies that the client is exposed to, a situation that almost numbs demand. This trend has therefore pushed many firms to venture into creative ways of marketing and concentrate a lot of energy in creating the need within the potential consumers. This, of late, has been a central function of marketing for manufacturers since they have the gods and no one needs them, hence they have to create the need among the potential buyers. Centive (2012) further indicates that no consumer of late will but goods just because a manufacturer produces it, they will buy only what they need, hence the need needs to be created among the few clients as compared to producers.

The today's market trend is also clouded with a lot of information on the internet and other media, this makes it hard for consumers to make up their mind, it is the duty of marketing therefore to give the potential consumers more information on a particular product and the advantages it holds over the others.

Role of marketing to the society

Every firm operates within an external environment, surrounded by customers, the government and the various agencies, employees as well as the community in general. These are the effects that the contemporary forms face daily, the degree of success of an organization therefore depends on the relationship with the external factors. There is need therefore for marketing to continually deal with the surrounding society.

Marketing will therefore infuse the need for the appropriate ethics within the society in relation to the firm as well as engage the society in the relevant social responsibility. Marketing ethics are therefore the standards that the marketers set in the daily conducts of the firm in consideration of the consumer satisfaction, performance of the firma as well as the societal well being (Chineta I. 2012).

The Micro and Macro environment in marketing

In the process of ensuring their goals are met, companies encounter two categories of situations otherwise referred to as micro and the macro environments.

As the name suggests, these are the smaller factors over which the company can have control yet they affect the capability of the company to satisfy the needs of the clients. They refer to the elements that the company can use to get information that can better its standing within the market.

The micro environment is made up of the company itself and the various departments within, suppliers, marketing channel firms and the other intermediaries, customer markets, competitors as well as the public (Geoff Lancaster, 2012).

The macro-environment on the other hand denotes the wider external forces that affect the operations of the company yet the company may have little or no control over them. Though the company may have no influence or possible effect over them, they significantly shape the opportunities to the company and pose threats to the company as well. These factors include the political factors, environmental forces, the technological environment, the prevailing economic environment, the social-cultural environment, competitive environment, pricing, new products as well as the demography of a population.