Introduction

I am a new Marketing Executive of Sinnova Company. Sinnova Company provides overall enterprise-specific
solutions (ERP) to help business connect operations, improve technology capacity and operate effectively.
However, this company has not had a Marketing Team since it was established, I will make an individual report
which explains the importance of the marketing role as well as its connections with other company functions in
order to convince the Board of Directors to build a marketing department.

This assignment will explain the marketing function's main roles and obligations, and also how marketing's
functions and obligations fit into the larger organizational context.

I. Definitions and the marketing concept

1. Definition of marketing

Marketing is a social and managerial process by which individuals and groups obtain what they need and want
through creating and exchanging products and value with others. (BTEC FPT Slides, 2021)

Marketing is also the process which an organization promotes the purchase or sale of a product, service, or
good. It's one of the most important aspects of industry and trade. Marketers may target other businesses or
customers directly with their product.

2. Marketing functions

There are seven functions of marketing including: distribution, market research, setting prices, finance,
product management, promotional channels and matching products to consumers. (Chron, 2019)

a. Finding the best distribution channels

Marketing is the way to find the distribution which refers to the process of getting the products or
services you want to sell to the people who want to purchase them. If you have a good product, but you
can’t get it to the customers, you are not going to make profit.
b. Financing an enterprise
It takes money to make money. Finding the money to fund the production and promotion of your
products or services, whether by deposits, loans, or your personal resources, is an important function of
selling a product as a business owner. (Chron, 2019)
c. Deep Market Research
Market research points about portrait of target customers. You will determine who you want to sell to.
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 d. Setting prices
When you conduct a survey about market, you will set the suitable price for your product.
e. Product and service management
In order to grow up your business, you have to effectively manage the product or service. You always
listen to customers, respond to their wants and needs, and keep your products and services fresh and
up to date. (Chron, 2019)
f. Promotional channels
When the business makes a promotion, advertising should be compulsory to announce and attract the
customers.
g. Matching products to consumers
If the business want to match right products to consumers, you have to determine the wants and
needs of your customer base and in order to respond with the right products at the right price point
and time frame.
3. The development of the marketing concept

According to Pearson Business Core Text Book, Market concept is a marketing strategy that prioritizes defining
customer needs and preferences and developing goods and services to meet them.

a. Production orientation

In the nineteenth century, since the steam engine was invented, many cheaper mass-produced items
were made. The price of an item was around one-tenth of the hand-made equivalent but customers had
to accept poorer quality or a good was not fit with their needs. The prevailing attitude among
manufacturers was that getting production right was all that mattered; this is called production
orientation. This paradigm caused demand greatly exceeds supply and people did not accept standarded
products.

b. Product orientation

Because there are many different needs, an approach to business that centers its activities on
continually improving and refining its products. All efforts are put into making the product better which
is complex feature. Drawbacks of product orientation are increasing prices and customers are being
asked to pay for features that they may not need.

c. Sales Orientation 

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 Supply would begin to outstrip demand as manufacturing capacity expands. Some companies see their biggest
challenge as not selling enough of their existing products or services, so they concentrate their efforts on sales and
selling techniques. As a result, these businesses are known as sales-oriented businesses. A sales-oriented company
is more concerned with selling than with the needs and desires of its customers. A company's ability to make
money is determined by its ability to convince customers to purchase its goods rather than by consumer needs.
d. Customer orientation

Customer orientation is a business approach in which a company solves for the customer first. It's all
about assisting consumers in achieving their objectives. In essence, the customer's wishes and desires are
prioritized above the company's needs. When it comes to customer care, this ensures that your support
staff is solely focused on satisfying the needs of your customers. Furthermore, in order to compete in
today's economy, businesses must have greater value in their goods and services.

e. Societal marketing

The societal orientation company, in terms of product, operation, and marketing, focuses on the effect
its organization and goods have on the communities and wider environment in which it works. Ethical
considerations in this manner have become highly popular within many industries such as the
pharmaceutical, life science, cosmetic and so on. For example, The Body Shop operates a highly
successful consumer-orientated business while producing environmentally friendly products.

f. Relationship marketing

During 1990s, businesses moved towards the relationship marketing concept. Relationship marketing
refers to those marketing activities that are aimed at developing and managing long-term relationships
with the customers. The details about the customer, his buying patterns, contacts, etc. are maintained in
a sales database and an account executive is assigned to fulfill the needs of the customers and maintain
the relationships successfully. Relationship marketing recognizes the value of a customer and the
significance of keeping good relations with him. For example, many firms store the birthdays and
anniversaries of the customers in their database and contact to wish them on those days.

4. Key roles and responsibilities of Marketing in B2B industry

The consumer experience belongs to marketing. This implies marketing entails more than the traditional B2B
marketing setup, which includes outbound marketing communications and campaigns for field sales
enablement, demand generation, and awareness. Brand production and service delivery must be included.

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Marketing Represents the Voice of the Customer. This is about more than just surveys and studies. The insight
we gain from speaking with our customers to understand their desires, concerns, and motivations for
purchasing is at the heart of everything we do. The rigors of analytics, message verification, and keyword
analysis have resulted in this. It thrives thanks to the artistic arts of successful copywriting and graphic design.

Marketing is More Than Just Branding. This can be accomplished by presenting the brand in a strategic and
consistent manner across all channels. This is a far larger organization than the marketing department. With so
many social media platforms catering to almost every personality, desire, and need, we must accept that
everyone is a marketer. And having a positive impression in the minds of our customers translates directly into a
price premium, lower cost of sales and a higher company valuation by any measure.

Content Strategy Will Save Marketing. By identifying the process and then obtaining the right tools for delivering
a clear stream of content mapped to customer needs across all phases of the purchasing cycle, a content
strategy turns the tables on conventional, linear marketing. This is done for each buyer persona or buyer type
involved in the B2B decision-making process. (Marketing Insider Group, 2011)

5. The impacts of micro and macro factors on Marketing activities

The marketing environment is the combination of the microenvironment and macro

environment.  It is a set of diverse, dynamic and uncontrollable forces that impinge on an
organization’s marketing operations and opportunities.

5.1. Macro Environment Affecting Marketing According to the opinion of Kotler and Keller (2009),
components of macro environment consisted of:

Economic environment which maintained the change of material, money, energy and
information. Example, if interest rate in an economy is high, businesses will borrow capital at a
higher rate. As a result, operating expenses will rise and their working capital needs will attract
higher interest rates. Companies would be able to manufacture goods and services at lower
costs, resulting in higher sales.

Political environment which provided power and gave insistence and protection of laws.

Social-cultural environment which regulated values and customs of the people.

Changes in population have a significant impact on businesses. The way the supply and demand
of goods and services will change is determined by the population structure. As a result, a

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 decrease in birth rates means that demand will rise, signaling a high degree of competition as the
total number of customers’ decreases.

Technological environment which generated the findings to solve problems.

When it comes to social media, it's important that a company chooses social media platforms
that are relevant to its industry. Technology plays a significant role in establishing the company's
online presence. Google Analytics, Hoot Suite, and other similar tools are excellent examples of
this.

5.2. Micro environment consisted of those people who directly involved and linked to the
companies affecting their capabilities to serve the market (Kotler dan Amstrong, 2009). They
were suppliers, marketing intermediaries, customers, competitors and the public
themselves.

Suppliers were businesses and individuals that provided companies with the resources they
needed to manufacture specific products and services. Changes in the supplier climate may
have a significant impact on marketing activities, and the manager needed to keep an eye on
commodity costs at all times. This should be retained because rising raw material prices
could have an effect on the product's selling price, lowering the company's marketing
budget.

Marketing intermediaries were businesses that assisted in the promotion, sale, and
distribution of a company's products to the final customers. Intermediaries, dealers,
marketing service institutions, and financial intermediaries were among the last clients.
Intermediaries were trading firms that assisted a business in locating customers. The two
types of intermediaries were identified: intermediary agent and trader.

Customers were the most important thing to pay attention to. The consumer calculated the
success of increasing the amount of products sold. Good customer relationships can help to
build a target market for the product. Customers can both help and hinder the company's
ability to achieve its objectives.

A community of competitors surrounded and shaped the marketing system. To obtain and
maintain consumer loyalty to the concerned organization, these competitors needed to be
detected, tracked, and defeated. The businesses had to outperform their rivals in terms of
value and customer satisfaction.
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 II. Marketing function in a company

1. The importance of Marketing department 

Within a company, each department will have different functions and important tasks. For the
marketing department, it will coordinate with other departments to follow the direction and
mission of the company. The marketing department will be responsible for planning the
marketing and reporting the results achieved to the director.

If Sinnova Company has a marketing department, it will have important tasks such as building a
brand strategy, researching the market, finding potential customers and taking on many other
important responsibilities for the company.

2. Compare the differences of marketing activities between B2B and B2C industry

Since B2B and B2C marketing are so radically different, it's critical to understand them,
particularly if you're a marketer, you will be fully aware of how they impact each campaign form.

a. Customer relationship:

B2B: Because B2B's customers are businesses, it's important to build relationships with them.
When companies work together, they choose relationships that have been built before and
have trust. This makes it easier for new companies to sign high-value contracts and work for a
long time.

B2C: The aim of B2C marketing is to drive sales by directing customers to products on your
client's or company's website. The company needs to make customers trust at the first time
and maintain a connection to create relationships that motivate customers to buy again.

b. Decision-Making Process:

B2B: The decision-making process of B2B’s customers will often take a long time, because
there is a lot of discussion and agreement on the contract, besides the contract signing
requires the consent of many people. Understanding your audience as a B2B marketer will
help you comprehend the decision-making process that can extend to them. By establishing
an emotional bond for both sides, being able to convey a message that is explicitly specific
will put you ahead of competitors.

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 B2C: If a buyer has recognized a need, they already know what type of product they want to
buy. Consumers, unlike B2B companies, have a lot more flexibility when it comes to choosing
a product to purchase. As a marketer, you must continue to cater to the customer and find
ways to get them what they want by making the decision-making process easier.

c. Content of ad copy:

B2B: B2B companies are much more likely to choose to buy services or goods from a
professional who is familiar with their terms, procedures, and even the choices they must
make during the purchasing process. So, if you want to communicate with your target
audience, speak their language. The ad content will be as detailed as possible about the
product information.

B2C: B2C companies must use a relatable voice to persuade customers to click on an
advertisement. You should talk in the consumer's voice rather than using business jargon that
could turn a customer away by using more direct words. B2C copywriting should generate
emotion in the user.

3. The roles of other functional units

In Sinnova Company, each units have the roles of different functional.

a. Sales unit: is concerned with the distribution of goods. The sales organization is in charge of
appointing, ranking, supervising, paying, and empowering the sales force, as well as
organizing and managing these operations. In a summary, sales company is concerned with
the effective and productive delivery of products and services to the final customer.
b. Human resource Department: Human resource departments are in charge of staff
recruitment, training, and dismissal in a company. Employee training programs are held to
develop their skills and inspire them. This unit must plan ahead and determine the number
and skills of workers the company will need in the future. Failure to do so may result in either
too few or too many employees or staff with inappropriate needs.

c. Finance Department: This unit is responsible for the control of a company's purchases and
sales, as well as cash flows, and preparing final reports, such as profit and loss accounts and
income statements. It will be in charge of estimating employee wages and pensions, as well
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 as coordinating the Inland Revenue's income tax and national insurance collections. The
finance department will also be in charge of the strategic aspects of a company's financing. It
will also oversee the distribution of dividends to shareholders.
d. Customer service: Customer service representatives assist customers with grievances and
queries, provide product and service information, accept orders, and process returns. They
are often seen as having a sales job because they assist customers in understanding the
product and answering questions about their reservations.

4. The interrelationship between marketing department and other functional units 

The interrelationship between marketing functions and other organizational functions can be
explained as follows: marketing functions are part of a business enterprise, and as a result, other
divisions and functional units are linked to one another. This can be explained by the fact that
marketing functions need support from the company's other operating divisions in order to
operate effectively.

When the marketing department searches and survey customers' needs for the company, it will
help the sales department to reach customers more easily. On the contrary, the sales department
will give specific requests about the company's target customers to help the marketing
department to promote products to the right customers correctly.

Furthermore, if Sinnova's marketing team decides to offer a discount on bulk purchases of the
product, the marketing team must first consult with the company's finance and production
departments. The finance department allocates adequate funds to the marketing department for
marketing campaign preparation and execution.

And the HR department will help recruit marketing staff and train marketer so the marketing
department needs to specify the necessary requirements which the HR department can recruit
the most suitable staff for the company.

In Customer Service unit, when Sinnova’s customers have requests or feedback on products, this
department will propose to the marketing department so that the marketing unit can change
campaigns to suit needs and demand of customers.

III. How marketing activities help to achieve organizational objectives

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 Recently, FPT Software officially signed a cooperation agreement with Udemy to provide free online
learning accounts for all employees for a period of 1 year. This is the first time the company has
invested such a large amount in training programs.

This demonstrates the company's strong commitment to investing in its people with a great deal of
long-term influence. It helps build the company's brand awareness, creates a reputation for the
quality of its employees and the products and services the company creates with its customers.
(Chungta, 2021)

Conclusion

This assignment has shown the importance and benefits of the marketing department. If
Sinnova Company has a marketing department, it will make a branding planning, do target
market research and reach more potential customers to increase the company's profit.

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