The Importance of Marketers in Identifying and Satisfying Global Consumers’ Needs
The paper talks about the marketing strategies and policies. Marketers are the important part of every organization in order to gain the long-term mission and vision of the firm. It explains that how marketers are doing enough in directing their target marketers towards sustainability consumptions. The profit and revenue of the company depend on the marketers. On the other hand, it describes that how marketers are influencing business activities and operations adversely.
Marketing is the management process which is responsible for identifying, evaluating, anticipating and satisfying the needs and requirements of the customers for increasing the profit of the company. The marketer is the person who identifies the needs, requirements, and tastes of the consumers in the global market. They help to promote and enhance the sales of the company. Promotional and advertisement activities are done by the marketers. Further, marketing department plays a significant role in order to promote the business activities and operations of the firm (Keller, Parameswaran and Jacob, 2011). Marketers are called investigator and innovator of the market. They are responsible to make an effective and dynamic marketing plan and strategies to increase and enhance the sale of the firm. In addition, marketers divide the market into the different segment to identify and evaluate the requirements, needs, and expectations of the consumers. Along with this, promotional and advertisement campaigns and programs are conducted by the marketers. They analyze and evaluate the factors of the market on the behalf of the company. The roles and responsibilities of marketing depend on the nature and size of the business. They make the sales budget in order to determine the profits, revenue, and sales of the firm. None of the company can survive its business without marketers. The marketers also maintain a dynamic culture in the environment as well as an organization (Del Vecchio, 2010).
Target market plays a significant role in marketing. The marketers divide the market into a different segment on the basis of demographic, and behavior of the people. Further, segmentation, targeting and positioning strategies are used by marketers as well as the organization. Social media channels are used by the marketers in order to encourage and promote the products and services of the company (Czinkota and Ronkainen, 2013). Social media is a platform to identify the needs, tastes and preferences of the consumers in the international market.
Sustainable consumption is the part of the sustainable development which plays a significant role in marketing. Further, sustainable consumption is the utilization of goods and services which have minimal impact on the environment in the world (Cohen, Brown and Vergragt, 2013). It is a true statement that marketers are not doing enough in directing their target markets towards sustainable consumptions. In today’s era, the marketers are not concentrated on the needs and requirements of the consumers. They do not produce the products as per the choices of the customers in the global market. They do not think about the company’s profit because they think about the individual benefits. Further, marketers sell defective products and services to the customers. In this way, it affects the trading activities and operations of the firm. In addition, marketers are not able to maintain an effective and dynamic relationship with customers in the market. In today’s world, high competition exists in the market therefore, it influences the goals and objectives of the company. The marketers do not provide appropriate information about the products and services to the consumers. In this way, various difficulties are faced by consumers in the international market. Further, they do not identify and measure quality and quantity of the services and products thus; it affects the image of the firm negatively. Along with this, they do not analyze and identify the macro environmental factors which affect the product and services negatively. In this way, marketers do not perform task and duties effectively and efficiently. If the marketers do not perform roles and responsibilities then it will also influence the financial position of the organization. They are not able to calculate the return on investment which will influence long-term sustainability within the organization (Jain and Haley, 2009).
Segmentation, Targeting, and Positioning Strategies in International Marketing
Along with this, false commitment is done by the marketers to increase the number of customers in the international market. Further, they are not able to predict the marketing risks and challenges in the organization (Armstrong, Adam, Denize and Kotler, 2014). In addition, inappropriate data collection methods are used by the marketers thus; it affects the goals and objectives of the firm. In addition, they do not take feedback and reviews of the customers thus; it affects the mission and vision of the firm. Further, they have to face difficulties to measure and evaluate results and outcomes of the organization. Marketers are not providing new opportunities to the customers as well as the organization. Further, they do not provide support to the customers to buy the products and services. Apart from this, marketers think only shareholders profits and revenue thus, they do not think about the society. It affects the long-term mission and vision of the firm. Further, they do not maintain coordination and cooperation with communities in the organization. Along with this, marketing department does not fulfill the expectations and desires of the marketing executive (Gordon, Carrigan and Hastings, 2011).
The marketers make changes in the products and services in every week thus, it creates confusion in the minds of customers. Further, marketers do not use innovative technologies to design and produce new products and services in the international market. In addition, they do not access and use adequate tools and resources in order to develop and build effective strategies and policies for the sustainable business. Sometimes, marketers charge high prices of the products and services in the global market. They do not focus on the packaging and design of the products and services. They do not use eco-efficiency strategy and sufficient strategy to maintain sustainability within the organization. Further, marketers do not protect the interest of the customers in the market. They do not provide suggestion and direction to target market to increase the profit and revenue within the organization. Now it is assumed that marketers are not doing enough in directing their markets towards sustainable consumptions (Bass and Dalal-Clayton, 2012). Along with this, marketers do not deal with corporate perceptions in the international market. In addition, they do not keep confidential and important information about the company as well as customers. As a result, the firm has to bear a lot of loss and it also reduces the profit and revenue of the organization. It also affects the long-term sustainability and corporate social sustainability within the organization.
The marketers should perform roles and responsibilities effectively and efficiently. They should protect the rights and interest of the consumers to increase the sale and revenue of the company. They must also make effective and unique strategies and policies to enhance and promote the products and services of the firm (Baker, 2014). Further, they should maintain effective and dynamic communication and collaboration within the organization. Marketers must evaluate and analyze the needs, requirements, and expectations of the consumers in the global market. If the marketing team wants to control the market then they should focus on the target audience in the international market. Effective and unique products must be provided by the marketers with maintaining sustainability in the organization. Apart from this, marketers must maintain trust and coordination with clients and consumers in the market. In addition, optimum utilization of resources must be done by the firm in order to maintain sustainability within the organization (Sheth and Sisodia, 2015). They should analyze and measure the external environment to beat the competitors in the competitive environment. Apart from this, marketers must build and develop brand loyalty among the people. They should also predict the risks and challenges of the market to overcome the competitors in the international market. Further, customer’s relationship management technique must be used by the marketers to maximize the revenue and profit of the company (Jain and Haley, 2009). They should maintain a dynamic relationship with customers as well as the organization. In addition, the false and wrong commitment and promises must not be done by the marketers. Further, they should protect the interest of the communities in order to gain the competitive advantages in the global market. They should increase awareness among the people in the international market. Further, marketers must motivate and enhance the customers to influence them to buy the products and services of the customers (Wilson, Jones, Miller and Pentecost, 2009).
The role and responsibilities have been discussed in the paper. In today’s era, marketers are not performing task and duties effectively and efficiently. Further, they are not providing assistance and direction to the target audience in the market. In addition, they also do not maintain sustainability in the organization. Now it is concluded that marketers need to focus on the choices and tastes of the consumers with maintaining CSR activities and sustainability.
References
Armstrong, G., Adam, S., Denize, S. and Kotler, P., 2014. Principles of marketing. Pearson Australia.
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
Bass, S. and Dalal-Clayton, B., 2012. Sustainable development strategies: a resource book. Routledge.
Cohen, M.J., Brown, H.S. and Vergragt, P. eds., 2013. Innovations in sustainable consumption: New economics, socio-technical transitions and social practices. Edward Elgar Publishing.
Czinkota, M.R. and Ronkainen, I.A., 2013. International marketing. Cengage Learning.
Del Vecchio, G., 2010. Creating ever-cool: A marketer’s guide to a kid’s heart. Pelican publishing.
Gordon, R., Carrigan, M. and Hastings, G., 2011. A framework for sustainable marketing. Marketing Theory, 11(2), pp.143-163.
Jain, S.C. and Haley, G.T., 2009. Marketing planning and strategy. Cincinnati South-Western Publishing Company 1985.
Jain, S.C. and Haley, G.T., 2009. Marketing planning and strategy. Cincinnati South-Western Publishing Company 1985.
Keller, K.L., Parameswaran, M.G. and Jacob, I., 2011. Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India.
Sheth, J.N. and Sisodia, R.S., 2015. Does marketing need reform?: Fresh perspectives on the future. Routledge.
Wilson, A.M., Jones, R., Miller, K. and Pentecost, R., 2009. Marketing research: An integrated approach. Pearson Australia.
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