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An Evaluation of the Functional Role of Marketing in the Media Industry
Chapter One
Introduction
1.1 Background of the study
Marketing is everywhere, formally or
informally, people and organizations engage in a vast number of activities that
could be called Marketing. Good marketing has become an increasingly vital
ingredient for business success and marketing profoundly affects our day-to-day
lives. Marketing links two basic functions in the society, namely, those of
production and consumption. As society has become more complex, and the
processes of production and supply more varied, so the, means by which
community is supplied with goods and services it demands has itself become more
complicated and important. Within the business enterprise, it is the marketing
activity, which should provide this means by ensuring that the enterprise
supplies its market with goods and services that customers wish to buy. It is
true that marketing is central to any business organization. The ultimate goal
of any business organization is to identify and satisfy customers. This goal
can only be accomplished if the organizations embark on effective marketing
activities. Marketing is not merely selling goods or services, what is mere
marketing should not also be narrowly restricted to a particular division or department
of an organization; rather it is an attitude of mind and a business philosophy
that must be adopted by the entire organization’s personnel. Marketing is a
crucial human invention; it embraces the activities we engage in to satisfy
economic needs and wants. Early in man’s history it became clear that no
household could be economically self-sufficient for long; specialization in
production and the exchange of items produced with items needed were
introduced. Thus Marketing was born. According to the American Marketing
Association in 1985: “marketing is the process of planning and executing the
conception, pricing, promotion, and distribution of ideas, goods and services
to create exchanges that satisfy individual and organizational objectives”. The
word ‘conception’ in the definition means ‘devising’ or ‘putting together’ what
is to be marketed and for product. The objects of exchange in marketing involve
not only tangible goods, but also services such as media services and even
people can be marketed, such as when political aides plot the campaign of their
candidate, often making heavy use of media advertising and personal
appearances. In addition, there should be a marketing department with a
marketing executive, marketing staff, and integration of marketing functions
which makes the marketing concepts and process possible. In Rosenberg’s view,
integration is necessary because marketing is in nature, one part, art, while the
other is science. The conceptual imagination and operational skills of arts
must therefore be integrated with the statistical and behavioral aspects of
science. Also, marketing makes use of all the possible elements or actions for
reaching and influencing consumers and customers - product design, price,
distribution and promotion (both selling and advertising). It involves all top
executives of an organization regardless of their assigned responsibilities.
All the steps or actions must be united together in a purposeful plan. A
profitable volume criterion (not just sales volume) as an honorable goal is
required. This ensures continued service to customers.
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