The Role of Marketing in an Organization

The growth of marketing throughout the module has improved the understanding of the topic as a broader discussion that goes beyond advertising and selling. The concept of marketing has evolved over the years from the mass market circa in 1850 to the transaction together with the circa on relationship which dates to the year 1990. The exchange process in marketing forms one of the bases for the evolution of the concept. An exchange process involves and more than two parties, and where the value is transferred from one person to another. The development of the medium used for exchange has included items such as markets, intermediaries, and money (Baker, M.J., and Saren, M., 2010). The growth process may be analyzed by using Rostow’s stages of economic growth model which is divided into a five-step evolution process (Rostow, 1962). The first stage, which is the take-off is characterized by the action of the division of labour among the workforce (Baker, M.J., and Saren, M., 2010).

The evolution of marketing may also be described with the mass consumption which follows the take-off process. The process of use increases typically because of the improved collective production process and other factors such as an improvement in the life expectancy levels. The evolution is also driven by the increased population which consequently drives up market expansion. The improved consumption cycles are also responsible for an improvement in technology, such as that which was seen during the industrial revolution.

The hierarchy of human need may also be used in describing the analysis of the evolution process. The requirements that are effective in the investigation include the psychological, safety, belonging, esteem and even self-actualization. The concept of the modern market concept may also be used in defanging the above theory. Current markets have undergone evolution, an idea which may be categorized into three distinct eras.  The production era (150s to 1920s), sales era (1920s to 1950s), and marketing era (15950s to date) are the three major periodic analysis stages. The approach of analysis of evolution through the three periods, however, has a lot of critics (Lim & Brooks, 2011).  The other common perspectives on the issue of growth include the European perspective, the macro forces, the servant dominate login, materialism, and individualism. All the above concepts explain the development that has taken place in marketing across the centuries.

Marketing ethics and globalization

The marketing concept has existed for so many years, thereby creating an evolution process of the ethical controls in the field and globalization of various concepts overtime (Baumeister & Peersman, 2013). The concept of global marketing is that which cuts across political and social boundaries with the aim of moving into the global front to compete with other industrial players and give value to the shareholders. The evolution of global marketing encompasses modernity especially in the fields of exports global and international marketing concepts.

The idea of global marketing has also evolved, and currently, a manufacturer in one part of the world may have components necessary for a product drawn from different regions across the globe. The evolution process has also been seen on the global marketing challenges, which have also increased due to the changes in marketing styles around the world (Kunz & Hogreve, 2011). Some of the evolving challenges include fragmentation in the market, multi-lingualize, market research complexity and the difficulty in creating reliable partnerships and strategic alliances. The evolution process in the marketing arena has also been influenced by the changing culture. The World Trade Organization was a body that was created to reconcile the evolutions in the market with the cultural diversity of the people.

Regional trade agreements are also a concept in marketing that also emerged in the early 20th century to promote the integration of markets and marketing ideologies. Some of the best performing regional market bodies include the European Union, NAFTA or even the European Free Trade Association (Brandt, Tombe & Zhu, 2013). The ethical perspectives in the modern market are guided by a set of seven significant essential aspects.  Some of the considerable views include moral marketing concepts, marketing concepts, the conduct of ethical actions and evolution of marketing organizations. Proper marketing system in the modern era must be supported by a set of virtue ethics which may be summarized to include trust, empathy, respect and even integrity.

A proper marketing system in the modern era should also be designed to include useful ethical codes. The above laws may apply in marketing, especially in training, solving ethical dilemmas or even in making movement decisions (Peattie, 2012). The United Nations has also been playing an essential role in ensuring that there is a proper marketing platform by issuing guidelines for trade. The Guidelines by the UN include a review on human rights, labor standards, environmental considerations and anti-corruption platforms. The move by the international body is aimed at offering a safer environment for conducting international trade through the promotion of fair business practices.

The role of Marketing within the Organization and marketing across different sectors

The analysis of marketing evolution can also be seen within the organization and even across the various areas of economic existence. The generic form of marketing allows the market trends to be achieved through proper plans that are continuously evolved. Most organizations have been aiming at creating and building a stable customer value that is aimed at enhancing market sustainability. Having a market reach program, proper product branding or even creating sustainable market segmentation are just some of the most effective ways of building customer value in the present times.

The organizations have also been evolving new ways through which they may deliver customer value including having a concentration on the product quality, price sensitivity, promoting active processes and even developing physical evidence to a successful business. Different industrial players across various sectors have also been communicating customer value through enhancement of marketing promotion tools and techniques. Organizations are inherently adopting marketing platforms such as shows, personal selling or even having advertising campaigns (Peattie, 2012). Customer engagement process is also another factor that organizations have been improving as it helps to increase the possibility of customer stay. Customers may be undertaken through the interactive process including evaluation exercises to get theory views on certain aspects of the market.

The scope of marketing has also changed mainly across the various sectors in the economic fields. The significant shifts, considering early marketing techniques have majorly been on the internal marketing strategies whereby organizations are currently considering alternative marketing tools. The issue of sustainability within the marketing environment has also been giving priority to the market management structures. Finally, Global marketing has been expanded, and the fact has increased the scope of market access. The expansion has been achieved through the breaking of physical market borders and having a free international trade. The organization structures have also evolved within the last few years, aiming at having a division of marketing roles to promote. Most organizations are optioning for a leaner market management system that is focused on achieving reliable results. Marketing means to different buyers has also taken a different turn and mostly adopts a business to consumer mode, firm to the business model and market to government model. The evolution of marketing across sectors has also been made possible through organizations of the marketing bodies into one large mainstream marketing outlet. The primary marketing functions have also been made easier through use of technology-assisted means and processes that are costs effective and timely.

Marketing ethics and consumption

 The means of use, as seen from the customer perspective has highly been improved over the decades (Peattie, 2012). The scope of waste has been increased to include elects such as buying processing, wanting, shopping or even acquiring of accurately. The defection of consumption has also been expanded beyond the traditional intake of only goods and services. The concept is now considered across various disciplines as and is essential in decision making, increasing output and even improving customer satisfaction. Furthermore, consumption has been expanded to include aspects of social, psychological and even economic considerations of a person. The value that one must forego to have a specific level of satisfaction also forms a significant element of considering consumption. Several practices in use have evolved. The methods include a shift from a system of production to consumption. A change in the traditions of waste has also grown to include a balance between product consumption and adequate satisfaction that a person derives from such items.

The practices of consumption have also changed over time. Currently, the market is very unpredictable and so is used. The partners of waste have become fragmented, erratic and even volatile across the various markets, making it difficult for manufacturers to predict the future of consumption and production (Bleda & Del Rio, 2013). Most producers have changed focus from having a concentration on the brand name to that of considering product and service quality. In the current market, a strong brand name would sell more than the actual item for sales offer. Mass consumption has, however, remained relatively unchanged, since people need to use specific goods and services continuously and overtime. The changes in consumer culture are also revolutionizing the way industrial players react to market changes. The critics of consumption argue that having an irregular consumption pattern would only destroy the market structures, thereby shifting the forces of demand and supply. A proper consumption environment should always be created to follow specific ethical considerations. Selfish consumption behavior among consumers would include practices such as biasness and not being mindful of the other consumers beg hour and needs. It is important to note that consumption may be employed as a force for good, especially as it brings different people together during shopping festivals and even marketing extravaganzas.

Marketing in a digital world

The evolution in the digital age has also had significant effects on the field of marketing. In the modern era, marketing makes use of digital marketing tools such as the use of internet as product and service distribution channels and in supporting supply chain management systems (Jørgensen & Zaccour, 2012). The digital tools are used by marketers in various ways such as in the management of marketing budgets and even in mapping out a customer’s journey and financial abilities. There are multiple metrics used in digital marketing, and such may include Search Engine Optimization (SEO), through social media and even email marketing. Web sites are also evolving to become one of the best marketing tools used by companies today. Various contemporary issues surround the concept of digital marketing, and they include a system of integrated communications, customer experience initiatives through visual experience and implementing the use of social media as a tool for building trust and a long-term relationship with the supplier.

The use of mobile marketing as a tool for reaching out to the potential customers is also an issue that has continually evolved. More organizations are also gathering data and revenue goals which are useful in the implementation of organizational goals, especially in meeting the customer requirements and needs (Chaffey & Dawsonera, 2015).  There are numerous benefits which are associated with digital marketing, and such may include the aspects of ease of reach to the customer and even improvement in the process of product campaigns. Digital marketing would also assist in cementing the relationship between the organization and the customer, while still maintaining a commanding presence within a niche market.

There are, however risks which have been developing in the digital marketing field over the years. One of the most significant threats has to do with the difficulty that is associated with controlling a digital marketing platform (Peattie, 2012). The customers also have nthe upper hand since they can carry out independent research on a market before they make contacts with the company. Social media sites also usually experience a lot of shifts and changes which mostly affect the operation of the marketing of company products and service. The field of digital marketing is still evolving, and there are a lot of potential future issues. Some of the possible areas or development include large data handling in the marketing arena and even the concept of market automation. The future of digital marketing looks brighter due to the ever-developing online space and platforms.

References

Baker, M.J., and Saren, M., (2010). The art of digital marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns. Hoboken, New Jersey: Wiley

Baumeister, C., & Peersman, G. (2013). The role of time‐varying price elasticities in accounting for volatility changes in the crude oil market. Journal of Applied Econometrics, 28(7), 1087-1109.

Bleda, M., & Del Rio, P. (2013). The market failure and the systemic failure rationales in technological innovation systems. Research Policy, 42(5), 1039-1052.

Brandt, L., Tombe, T., & Zhu, X. (2013). Factor market distortions across time, space, and sectors in China. Review of Economic Dynamics, 16(1), 39-58.

Chaffey, D., & Dawsonera. (2015). Digital business and e-commerce management: Strategy, implementation, and practice (Sixth ed.).

Gilbreath, B. (2010). The next evolution of marketing: Connect with your customers by marketing with meaning. New York: McGraw-Hill.

Jørgensen, S., & Zaccour, G. (2012). Differential games in marketing (Vol. 15). London printed Science & Business Media.

Kunz, W. H., & Hogreve, J. (2011). Toward a deeper understanding of service marketing: The past, the present, and the future. International Journal of Research in Marketing, 28(3), 231-247.

Lim, K. P., & Brooks, R. (2011). The evolution of stock market efficiency over time: a survey of the empirical literature. Journal of Economic Surveys, 25(1), 69-108.

Peattie, K. (2012). 7 Researching the unselfish consumer. Handbook of Developments in Consumer Behaviour, 202.