Essay Sample on Marketing: Essential to Business Growth, Yet Often Overlooked

Introduction

Marketing is an important aspect of an organization because, without it, an organization cannot sell its goods or services no matter how high quality they are. Some organization overlooks this critical activity for various reasons. In many organizations, marketing is not included in the organizational hierarchy. One of the reasons why organizations fail to market their products is because they want to come down their expenses, thus maximizing the profit margin. Marketing is costly, and organizations opt to avoid this cost by avoiding any activity involving marketing.

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The second reason why organizations fail to include marketing in their organizational hierarchy is that they assume since they are based locally, they can attract the customers even without marketing (Keegan, 2017). If an organization operates locally, it does not see the need to market because the customer will know about it, and they will also get referrals. For example, an organization that protects abandoned animals in a locality does not need to market itself because any there is a high probability that any animal that is abandoned will be taken to the organization. If the organization does not target foreign customers, they will not find any need for marketing itself.

Marketing is essential, and an organization risks losing its potential customers to competitors due to the absence of marketing (Keegan, 2017). An organization that fails to market its goods and services risks closing the business due to reduced sales. If there are competitors who are aggressive and offering quality goods and services, an organization that does not market itself may be risking a lot, and this may jeopardize their other functions. Without profitable operations, other functions of an organization cannot run effectively because they require resources.

There are consequences that companies face when they fail to take marketing with importance in the same manner that organizations take other functions and departments that play different roles in helping the companies achieve their goal (McQuerrey, 2019). Among the consequences of not taking marketing seriously is that the organizations end up having uncoordinated promotion strategies. The organization hence up not having effective marketing where any attempt to do marketing does not bear any fruits. The company ends up not having marketing plans to use to ensure marketing is done in the right manner, and the company enjoys from the marketing. The marketing plan helps the organization to be organized.

The other consequence of giving little importance to marketing in comparison to other business functions is that the organization experiences low traffic in terms of the customers purchasing goods and services produced by the company (McQuerrey, 2019). The customers need to know about the services and products produced by the company before purchasing the products. The marketing informs the customer more about the products; hence they decide whether to purchase the products or not. The success of the company relies on marking because it facilitates sales. The main objective of organizations is to make sales; therefore, marketing helps companies to achieve their goals and objectives.

Companies that do not value marketing face challenges in keeping track of the areas that they serve in terms of their market area where their customers are located (McQuerrey, 2019). Companies serve customers coming from a certain geographical area; hence when companies give little importance to marketing, they risk losing customers to competitors.

References

Keegan, W. J. (2017). Global marketing management. Pearson India.

McQuerrey, L. (2019). Consequences of Not Having a Marketing Plan. Retrieved 21 January 2020, from https://smallbusiness.chron.com/consequences-not-having-marketing-plan-50097.html