BUS 330

Marketing Function
Student’s NameRole of the marketing function

“The American Marketing Association (AMA) defines marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (Marketingpower.com, 2011).” (White 2012). pg. 1.0
The marketing function is of great importance in any organization. The function helps an organization in identification of products that can be of great benefit to it. The marketing function also performs all the necessary activities so as to make the identified products different for similar ones already in the market (Rathmell, 1969).
Activities of the marketing department
There are various activities that are carried out by the marketing department. The main role of this department in an organization is to facilitate successful marketing of products. In order to do so, the department engages in activities such as conducting of market research, pricing an organization’s products, creating a marketing plan for the company’s products, product development as well as creating awareness of the brand through various ways such as promotions and advertisement.
Customer value
The marketing function determines customer value in that it engages in market research that helps in identifying the needs of customers. In order to identify these needs, the personnel involved seek information from customers. Products are then manufactured in accordance with customer specifications hence value creation. Strategies to promote customer loyalty are also used to create customer value (Sandhusen, 2000).
Peer response
Some of the activities of the marketing department that my peers did not identify include in their post include marketing research and product development. The posts posted by my peers had sufficient information regarding the…

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