Not having a marketing department is a big, big, big mistake!

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A marketing department is not a waste of money! In fact, it is the best way to make a lot money and good marketing department can take a company to a new level. Companies without marketing departments are like “A woman without a man is like a fish without a bicycle.” Marketing is power; it is the booster and a magical tonic. If not then Coca-Cola, Apple, Nike, Google, BMW are not what they are now – the most recognisable logos in the world.
It is not the only brands’ recognitions, but it is evaluation through the years from a humble sales department to the most modern money making process. It is not the “single kill” department, but it is functions and processes of cross-disciplinary teamwork to achieve better financial benefits and for brands’ equity.
Not having marketing departments mean disorganisations, denial of functional specialisation, zero focus on geography and regionalization, product and brand management, and market-segment management. Moreover, companies will not establish a matrix organisation consisting of both product and market managements.
Marketing is the strongest link to create progression and cooperation R&D, engineering, purchasing, manufacturing, operations, finance, accounting, and credit. It is also a bridge between customers and companies.
Marketing is the great involvement in all elements of any company’s operations to work closely with its suppliers, channel partners, with the understanding that each element or function provides an opportunity to market the product to the ultimate consumer.
Buy and selling is a tip of marketing iceberg. Marketing is deep. Money making is one benefit, but taking brands and companies offering to the new level is the real gain to have the good marketing department.
Without marketing, there is no increase in customer baseline and companies without marketing departments in Pakistan are “living in a fool’s paradise.” Marketing, in general term, is to create and exchange value with customers. Peter F. Drucker in his famous book “In the Practice of Management” while defining the concept “there is only one valid definition of business purpose: to create a customer… [Therefore], any business enterprise has two – and only these two – basic functions: marketing and innovation… Marketing is the distinguishing, the unique function of the business.”
Without marketing companies are directionless because marketing has a major role to play in setting a company’s strategic direction. Companies without marketing departments are lacking management responsibilities. Marketing is the source of providing the foundation of organisation development and strategies to deal with wide variety of situations. Therefore, achieving marketing excellence in the future will require a new set of skills and competencies.
Marketing is not just yet another function; it is also be concerned for the welfare of society as a whole. In this world, the biggest tangible and intangible source of welfare work is being financed by companies through their marketing based incomes. Strategically emotional currency is more precious in today’s corporate world and through company-consumers engagement as more and more companies are turning to corporate social responsibility in order to bolster their reputation, as well as their profits.
Companies can make names among corporate compatriots by practising social responsibility through their legal, ethical, productively link social responsibility to consumer marketing programs. Social marketing is done by a non-profit or government organisation to directly address a social problem or cause.
The marketing department is the solution to recognise and to diagnose marketing problem, assessing where the problem exists, and evaluating results through. Having no marketing department can lead to chaos in monitoring and control of marketing activities. Marketing plan control ensures the company achieves the sales, profits, and other goals in its annual plan. The main tools are sales analysis, market share analysis, marketing expense-to-sales analysis, and financial analysis of the marketing plan. Profitability control measures and controls the profitability of products, territories, customer groups, trade channels, and order sizes. Efficiency control finds ways to increase the efficiency of the sales force, advertising, sales promotion, and distribution. Strategic control periodically reassesses the company’s strategic approach to the marketplace using marketing effectiveness and marketing excellence reviews as well as marketing audits.
So, not having marketing department is a big, big, big mistake!

103 Comments

  • Ahmed Khan Babar

    Near me the marketing department of any company helps to develop the company in many ways .
    Any improvements in the new product is through the information provided by the marketing department to the developers .
    Any new development in the product ot even the new product by the company is presented by the marketers to customers.
    A company cant put their products without marketing in the markets .Even nowadays if the customers are not awared through the marketing they doubt the products .

  • Muhammad Saif

    Marketing is the driver of the vehicle. The driver knows the direction, the driver knows the pace of the vehicle and most importantly, he is in control of the vehicle. Similarly marketing strategy will drive any company towards an ideal direction coupled with pace. Companies who sideline the marketing department are often later hit by the market competition that was too difficult for them to handle. A marketing department makes necessary and timely strategies to overcome such market competition. The world is in the fast lane with something new popping out every now and then. Lack of marketing insight, innovation knowledge and competition awareness will not hold good for gamblers (companies operating without a marketing strategy).
    Good luck gamblers, you will run out of luck soon!

  • Haider ali khan

    Marketing is everywhere.In this universe, every created thing of Allah Almighty makes us a sign of Allah and every thing identifies Allah. Allah Almighty himself determines his identity and presence in different ways like through messengers and holy books. Everything in this universe like stars, moon, sun rain, thunderstorm, every living creatures, flowers and etc are all logos of Allah, that reminds us the presence of Allah.
    If organization want to become well known organization, to succeed in a business or to reach the top then marketing department plays a role of backbone to their organization or business.In today’s very competitive and global marketplace where costumer is a business and business is customer, so to study a customer behavior and to find answer of how to convince customer to buy ,product,price, shape,quality, sales promotion, discounts,marketing plan,when to reduce prices ,when increase prices,when to make changes of any product or when introduce new product, of course no one can give an answer except marketing department.

  • Rida Waris

    Agreed! This blog is a myth breaker for prevailing corporate mindset of many companies regarding investing in marketing. Marketing is critical to the development of strategic planning for many organizations. Marketers are directly involved with the development of processes that communicate and advertise the value of services and products to clients. Marketing may involve sales, advertising, and the strategies adopted by marketing teams to promote products and services to customers. There are several important advantages associated with utilizing marketing within an organization, including development of new product ideas, increased sales, brand recognition and cost savings.
    To stay competitive, companies have to reach out to as many consumers as possible through as many channels as possible. Consumers have to know who to buy from. A brand is instantly recognizable through a variety of factors, which may include a slogan, name, symbol or reputation.In today’s technologically advanced global market, consumers shop until they find products that are innovative. Marketing provides the advantage of showing customers the latest and greatest a business has to offer. Companies that have taken advantage of marketing in big ways include companies such as Apple, which is always showing off the latest and greatest new technological electronic or computer gadget to come to market. This can result in a big boon in sales. Customers are going to buy innovative products. Marketers have to work diligently to offer products that consumers want and then advertise them. I believe every company should maintain, invest and develop their marketing departments.

  • SAJJAD HUSSAIN

    Marketing maybe a big cost to an organization but the payoffs are even bigger. Marketing is not an expense, it’s rather an investment with huge returns. So yeah, not having a marketing department is a big mistake!

  • Faizan Mahmood

    Advertising is the driver of the vehicle. The driver knows the bearing, the driver knows the pace of the vehicle and above all, he is responsible for the vehicle. Also showcasing methodology will drive any organization towards a perfect heading combined with pace. Organizations who sideline the promoting office are frequently later hit by the market rivalry that was excessively troublesome for them, making it impossible to deal with. A promoting division makes fundamental and auspicious procedures to beat such market rivalry. The world is in the fast track with something new flying out sometimes. Absence of advertising understanding, development information and rivalry mindfulness won’t hold useful for card sharks (organizations working without a showcasing procedure)

  • SHAHZEB BHATTI

    Cent % right! It is something a winning corporate attitude of many organizations with respect to putting resources into promoting. Advertising is basic to the advancement of vital making arrangements for some associations. Advertisers are straightforwardly required with the advancement of procedures that convey and publicize the estimation of administrations and items to customers. Showcasing may include deals, publicizing, and the procedures received by advertising groups to elevate items and administrations to clients. There are a few critical preferences related with using showcasing inside an association, including advancement of new item thoughts, expanded deals, mark acknowledgment and cost investment funds.

    To remain aggressive, organizations need to contact whatever number buyers as could be expected under the circumstances through however many channels as could reasonably be expected. Buyers need to know who to purchase from. A brand is immediately conspicuous through an assortment of components, which may incorporate a trademark, name, image or reputation.In today’s mechanically cutting-edge worldwide market, buyers shop until they discover items that are imaginative. Advertising gives the upside of demonstrating clients the most recent and most noteworthy a business brings to the table. Organizations thAgreed! This blog is a myth breaker for prevailing corporate mindset of many companies regarding investing in marketing. Marketing is critical to the development of strategic planning for many organizations. Marketers are directly involved with the development of processes that communicate and advertise the value of services and products to clients. Marketing may involve sales, advertising, and the strategies adopted by marketing teams to promote products and services to customers. There are several important advantages associated with utilizing marketing within an organization, including development of new product ideas, increased sales, brand recognition and cost savings.
    To stay competitive, companies have to reach out to as many consumers as possible through as many channels as possible. Consumers have to know who to buy from. A brand is instantly recognizable through a variety of factors, which may include a slogan, name, symbol or reputation.In today’s technologically advanced global market, consumers shop until they find products that are innovative. Marketing provides the advantage of showing customers the latest and greatest a business has to offer. Companies that have taken advantage of marketing in big ways include companies such as BMW, which is always showing off the latest and greatest new technological electronic or automobile to come to market. This can result in a big boon in sales. Customers are going to buy innovative products. Marketers have to work diligently to offer products that consumers want and then advertise them. I believe every company should maintain, invest and develop their marketing departments. PC device to come to advertise. This can bring about a major shelter in deals. Clients will purchase inventive items. Advertisers need to work persistently to offer items that shoppers need and afterward promote them. I trust each organization ought to keep up, contribute and build up their promoting divisions.

  • Haider Anwaar

    Sir, as you said in this blog that “companies without marketing departments in Pakistan are living in a fool’s paradise.” no doubt 100% agreement on that, but to bring out the companies from this self made cover, the initiative & push has to be given by marketers. Currently the problem with Pakistani companies is that most of them are not innovative, their main objective is to mint money by copying trends that are successful, they even lower the quality standards while doing that, but the Pakistani consumer and market behavior is such that these companies do succeed in earning some money while doing this substandard job. Here I would like to stress that the marketer can break this shield by intelligently playing with companies decision making individuals. A close relation if established with them and giving them the realization that focusing on brand development & marketing can earn them profits in longer run will change their stance. If a marketer can persuade the companies that having a strong marketing department will be like having a hen which lays golden eggs everyday, then obviously the trend & attitude of Pakistani companies towards importance of marketing department will change.

  • Tanveer Ahmad

    As heart make up the network that delivers blood to whole of the body. Like this marketing delivers blood to whole of the business.
    No doubt it is the marketing which make brands recognizable around the globe but in Pakistan there is no proper definition of marketing. People think that marketing and selling is same and people do marketing to sell their products.
    I thought this is the basic reason behind it that most of the companies in Pakistan do not have their marketing department which is destroying for any company. This is the marketing which creates need for your product in the target market.
    Marketing provides a good control measure to see and check the performance of company. One more reason to don’t have marketing department in companies in Pakistan is that they do not have innovation and research. Because marketing gives you the better idea of customer need and research department shape the product according to their need.

  • Aroosa Tariq

    I totally agree! The heart of every organization is sales and to keep it pumping every support function works to the best of their abilities. One key function which is mostly underrated is marketing. So basically marketing is what keeps it pumping. Marketing department plays a very important role in consumer buying behavior. I totally agree if Coca Cola, Pepsi etc would not have designed such attractive campaigns the product would’ve been a fail.

  • Alina Zaman

    AGREED!
    Marketing management is the science and art of choosing its target markets, attracting, retaining and developing a customer base by creating, delivering value.
    In all cases, as stated above, marketing is above all a tool for better (ie profitable) selling (not for selling). To do this, the goal of marketing is to know and understand the market (all customers), its needs in order to develop a product or a service that will suit it perfectly.

  • Waleed Islam

    Not having a marketing department is a big big mistake. Taking brands and companies offering to the new level is the real gain to have the good marketing department. Totally agreed! The success of a company often rests on a solid reputation. Marketing builds brand name recognition with a company. When a company reaches the high expectations of the public, its reputation stands on firmer ground. As your reputation grows, the business expands and sales increase and the reputation of your company is built through active participation in community programs.
    Marketing is deep.Without Marketing, many businesses would fail to exist. You could have the most amazing product with the most demand in the world but if no one knows it exists or understands the value of your offering you won’t sell a single sausage. It’s important that you use marketing to promote your business, brand and offerings.
    Thus as mentioned, marketing is important for any business to sustain its reputation and increase its sales

  • Raeesa Mir

    Brand managers try hard decoding different equations of what might or might not work for the success of their brand yet most of them fail to recognize that the way they market themselves out in the market or amongst the stakeholders is what matters the most. The overall marketing umbrella covers advertising, public relations, promotions and sales. Marketing is a process by which a product or service is introduced and promoted to potential customers. Without marketing, your business may offer the best products or services in the industry, but none of the potential customers would know about it! Without marketing, sales may crash and companies may have to close down. Such is the impact of marketing- it plays a vital role in making or breaking a business.

  • Abdul Rehman Jajja

    Agreed! The marketing department of the companies in Pakistan is mostly responsible for generating sales through advertisement and promotion. The businesses in Pakistan should realize the potential of marketing department in building a brand as well, which gives the company and its employee an identity and motivates them to achieve the set targets for the company.

  • Khurram Shahzad

    My comment on this blog would be that, the success of any company lies in its marketing department and not having a marketing department is just like placing your company on the verge of closure and as you said living in “fools paradise”. Here I want to quote a very well-known myth “behind every successful man there would be a women” so marketing department is as important for the success as can be referred to this myth.
    Without a marketing department, the company may offer the best product or services but none of the potential customers would know about it, which means low sales, no visibility and ultimately the company may have to close in long run. Therefore, it is important to keep strong marketing department intact so your company remain visible in the eyes of the customers and in this was keep strong sales.
    As far as corporate social responsibility (CSR) is concerned here i would say companies should invest their energy in CSR besides making money, to add values, do some sustainability work means paying back to the environment, improve lives of the community under the umbrella of CSR and should recognized as value based company.
    For example, most of the multinational in our country like Nestle, Unilever, Coca-Cola, ICI, Pepsi, P&G adhere to law, doing extra ordinary for sustainability, paying back to environment like recycling, social welfare projects like imparting education, training, giving medical coverage, tree plantation, and awareness drives etc., and improving the lives of community. Finally these companies are the winners !!!

  • abdul rafay

    Information technology is on the rise. Most of the successfull brands like Apple, Microsoft etc. rely heavily on their Engineering and R&D departments. The projections of these deparments should reach customers so that customers know what are the qualities of the particular product. These unique selling points of a product can only be told and projected through marketing department. Thus marketing department acts as a bridge between customers and company. Unfortunately, in our country marketing is mere TVC or bill boards.

  • Sana Sayed

    This article should be shared with the CEO(s) of Medium-Large Scale companies who are still struggling in understanding the power of a marketing department. We have to understand that the sales force is going to bring in numbers but the marketing department would help them boost the numbers through different tools. These two department are like mother and children which cannot be separated but have different roles. One cannot survive if the other is missing. Just putting the product on shelf through resources is not good enough as the stock would only rotate if the brand is recognized.

  • Wajeeh Ul Hassan

    “Out of sight=Out of mind”
    Marketing is all about keeping your organization in SIGHT. And one just cannot do it without a strong Marketing department.

    In a challenging economy, marketing is crucial to identify new avenues, target new customers and determine the value of the product and services and to get more out of investments. Doing the same things in an uncertain economic environment and expecting the same results is, at worst, a definition of marketing insanity. Marketing helps to identify the need for a product revitalization or reinvention. A marketing plan is key to establishing the dimensions of the market, where you fit according to your product and identifying where an organization should focus its marketing budget to achieve the best overall results.

  • Rana Ijaz

    In Today’s competitive market environment where companies growing at very fast pace, the marketing department is very essential and backbone of an organization. It provides direction based on the market analysis otherwise firms may produce in terms of products and quantity, which is not actually demand of the customer segments. Only marketing department spread the product awareness and increase buyers.

  • Muntaha Muhammad

    Every department holds individual and equal significance by all means. This attributes the marketing department with immense importance,majorly because every function, operation or responsibility an organization undertakes in linked to the marketing department in one way or another, and these roles adhered to the marketing department can only be performed by the said department itself not any other department. However, it is pitiful to observe that several large local companies fail to recognize the significance which a marketing department holds and the values that are inculcated in the organization as a result. I completely agree with your rhetoric that anyone oblivious with the significance of the marketing department is “living in a fool’s paradise”. Such are the masses who unfortunately are unaware of the fact that the entire corporate structure is an intermingled and intricate quagmire which can only thrive in collaboration. It is ironically hilarious to watch local companies trying to retain customers and gain profitability without having a separate marketing department which excels in deriving such stratagem.

  • ukasha faisal

    I can’t agree enough with this blog. It’s so easy to focus on the product and operations that Marketing becomes the easiest one to let go off. We need to hear more and more of ideas like mentioned in the blog. That advocate for a strong, well established and backed by R&D kind of marketing departments. Marketing is certainly not just promoting a product. It gives your product a character, a life and lasting impact on consumers mind. Marketing department is there to save you in long term profitability of your product. The most valuable and not enough talked about point that the writer raises is that of Marketing Departments role in welfare of society. There are numerous examples of how marketing departments have leveraged on societal benefit aspect while making a strong space for a product in the market. A great example would be Kraft’s interactive website about living life with allergies. For a company who brings a lot of business selling nut products to create an awareness program like this is the kind of magic Marketing department is capable of doing. You can see this website here
    http://inonly10years.com

  • Awais Akbar Awan

    The blog neatly highlights the importance of Marketing in today’s competitive business world. It is the high time to create awareness among the marketers regarding the significance of Marketing. Marketing not only enables the organization to understand its customers and competitors but also creates the community presence of the brand. This community presence is the most valuable thing in this modern era as technology is on the boom and social media has grown exponentially. Everyday new brands are emerging and people out there have too many choices available and too little time. So marketing gives this opportunity to brands to create an impact in the minds of people and stay in the subconscious of the consumers for long term which leads to brand recognition and brand loyalty.

  • Muhammad Umar Farooq

    A company depriving from a dedicated Marketing Department will always have a chance of not becoming a going concern. A product or services if not marketed well will have no future and is unfortunately unable to even establish it roots in the market. In order to mark a strong foot print in the market place and be compliant to the practice of “top of the mind product/service” every organization must allot a specific amount of budget for upkeep of creatively operated marketing department.
    Sharing a hands on experience of Silkbank Ltd – my present workplace. It had no Marketing Dept. till FY 2014. In the middle of second quarter 2015, it was complemented with a marketing department that had specifically started working for the brand image by adopting all the necessary measures to enable the brand to reborn in the industry with due force.

  • Usman Khalid

    Agreed, Because Marketing department in any organization plays a vital role in promoting the business and mission statement of the organization. All the companies are focusing on marketing teams to explore new trends, customer needs and new potential areas so that they can plan the strategies. those who are still neglecting these practice are creating silos.

  • M. Usman Jamil

    Saith culture here in Pakistan has made a culture of marketing worse. They think spending on marketing is waste rather they prefer to pay incentives to sales persons. They do not understand that same amount spent on marketing will give more advantage in long run than spending on incentives to sales people. Amount spent on marketing and branding may be big definitely it has fruitful returns that are usually bigger than expectations. It is miss-perceived that marketing is an expense, I would rather say it is an investment that pays off. Companies which think that they can grow without marketing department, they are living in fools paradigm.

  • Aroussa Manzoor

    Having a marketing department is vital. To me, contemporary business World seems agreeing to this nsrrarive.
    What most businesses fail to holistically understand is the role of a marketing department.
    To most businesses, a marketing department is suoosied to be comprising group of individuals who should join heads to boost sales.
    To most businesses, the end outcome of a marketing business should be to increase sales.
    All activities are means to that end. This situation not only holds at managerial levels bit also at strategic levels. This is perhaps why score of literature has been written on marketing gainkng no respect in boardrooms.
    Rhe need of the hour is to make masses understand how marketing department is and should be different from sales department.
    Because this is where most businesses really stink. They think they have done it all by establishing a marketing department. What they don’t know is that they misnamed their sales department as marketing department.

  • Saad Baseer

    well to me not having marketing department is like having Nokia 3310 instead of new androids or Apple in 2017.The heart of your business success lies in its marketing. Most aspects of your business depend on successful marketing. The overall marketing umbrella covers advertising, public relations, promotions and sales. Marketing is a process by which a product or service is introduced and promoted to potential customers. Without marketing, your business may offer the best products or services in your industry, but none of your potential customers would know about it. Without marketing, sales may crash and companies may have to close.so having said unfortunately in developing this awareness of marketing took a little late entry but at the same time its never too late as the new generation is now taking new initiative these days its only the strength of marketing which is making there businesses profitable i.e new restaurant and cafe trend is being built by the power of digital and mobile marketing ,everyone using Facebook and other social networking apps which have changed the dynamics of marketing these days it a digital world absolutely new trends and innovations every day .
    Real strength lie n marketing rather then in sales because it was never this much convenient then ever as now in these days.its a click away and its done recently I went to NEELA GUMBAT(mall road lahore) the old traditional market for the replacement of my car Tyre’s unfortunately during a bargaining argument to settle price with the sales man (probably non graduate)he at times felt that we a locked into a never ending argument!! what he said to me was “Sir gee app ka 4G chalta ha Michelin vs Land sail google kerien or review perh lein”i literally never expected this out of him but he made me google it and i bought land sail instead of Michelin both are German brand just because of the reviews that I read on his demand …..so its important.

  • Nabiha Elahi

    What an eye-opener this article has been!!! Having a marketing department in a company is like giving a whole new life to the company. It builds reputation of a company. Companies success depends on marketing. It also plays a great role in dealing with buying and selling of new products and creating brand loyalty among their customers. Just like mentioned above in the article that marketing department is a bridge between Customers and Companies. Companies used different tactics in branding their product. Through marketing people get to know about new ideas and products. R&d plays a great role. Any new product will die if a company is unable to convey the message of their product through multiple mediums of marketing. It doesn’t matter how much money an organization have spent on their product,if its not known by the customers will eventually see the falling profits.
    Nowadays, Social media has the power. It will give a boost and at the same time will give you a fall down. Competitors are there to compete with them digital marketing and R&D tactics are very important.
    This article explains really well about the problems that companies usually faced. Most of these problems can be solved through marketing department.
    The balance of our present society based on trade and consumer society. Marketing is used as a tool to sell the products we invent or the services we develop. We are in the era of consumption, the image induced by competition. Marketing is essential to the differentiation and survival of businesses as well as jobs. In short, marketing is essential for the development of a brand and a small or large company. Marketing helps to keep up with the competition and to be always present in the memory of its customers. The greater the marketing actions, the more important the development of a company.

  • Obaid ur Rehman

    Indeed, Marketing increase the sales indirectly. However, the problem starts, when owners start relating it with direct sale. It is however, to increase the equity of the brands, as rightly mentioned in the article. Nevertheless, it is a burden for a smaller, but growing companies. They need direct sale growth in return of their marketing activities. Therefore, I think for such starter companies, they should invent in those activities that can fuel their direct sale a bit, so that the activities might not hurt that much. These include the print media ads, flyers, etc.

  • Mahira Nisar

    Marketing is the need of the hour, in the age of globalization where there is no boundary to markets, competition and industries, marketing serve as an integration tool to maximize profits. Marketing departments provides direction to sell the product/service at the right time, to the right consumer at the right price. Marketing department is the core of any organizations success. A positive Brand image is possible only if a marketing department serves its purpose. Firms need to make sure that marketing departments work consciously and cautiously towards building brand image. A slight negligence can cost fortunes to the business. Inability of the company’s marketing department to identify appropriate market needs, communicate intended messages and deliver value can lead to undesirable brand Image especially in the era of globalization.

  • ZAIN HAFEEZ

    Marketing is a process by which product is introduced to potential customers and not having a marketing department means that company might have the services but its not known to potential customers therefore marketing department plays a role of heart in business success. Business success mainly depends on successful marketing. Sales can fail without support of marketing so its true that not having a marketing department is a big big mistake.

  • Zoya Farooq

    Marketing department holds great significance in the success of any company because it acts as a bridge between potential customers and the company. All the inflow and outflow of the information (to and from the customer) takes place owing to the existence of marketing department. It collects information regarding customer preferences and conveys it to the relevant departments. In this way, marketing department plays a major role in the decisions taken within the company. R&D, production, and sales all these departments have to consider market insights while making decisions. New designs get approved because of their high popularity among the customers, production plans are made based on the marketing insights, and sales are increased due to effective marketing campaigns. Without a marketing department, the organization lacks the direction to progress and all the major decisions are taken without any solid evidence to support them. This leads to the lack of cohesion among the departments, and strategic goals of the company are not achieved as a result.

  • Hamza Arif

    Marketing is of vital importance to any business. It is the key process of researching, promoting and selling products or services to consumers. It’s the strategy of assigning resources to activities that inform and attract consumers to purchase your products or services in order to achieve profitable sales. Without Marketing department, many businesses would fail to exist. You could have the most amazing product with the most demand in the world but if no one knows it exists or understands the value of your offering you won’t sell a single product. It’s important that you use marketing department to promote your business, brand and offerings. Without it, how will you make those sales?

  • Umair Majid

    Agreed! The companies without marketing department are in great fallacy that separate marketing department, an expense for the company, or sales force is adequate for making marketing activities. Today, the concept of brand management is getting evolved but only one department leads to the brand management is marketing one because most of the local companies or seths’ focus on sales like a tick in the box just without knowing that brand building will ultimately enhance their customer baseline and market share and sales relies on good brand equity. Steve jobs considered and known to be the good marketer rather than industrial designer and just because of his effective marketing strategies made the apple a global brand and he knew that rather the apple product is innovative and has strong USP but it cannot be embedded in customer’s mind without marketing. Marketing is the only key department that leads to identify the customer’s latest demands, evolving trends, perception, feelings, behavior, and also update the company in order to survive in this competitive environment. so, in my opinion marketing is not an expense but an investment with high payoffs that enables customer to differentiate your product in this chaos of direct and indirect competition .

  • Zain-ul-Abideen

    Marketing serves as a medium of communication between customers and company. organizations working without marketing department are very much vulnerable and are loosing much of sales . sales and marketing are two separate departments whereas in some companies both departments are under one head which is not possible realistically. marketing department job description is not only to communicate with customers but also with product department for any changes which are demanded by customers to make more sales. time has changed and its not the same way as older days when companies were working on production concept and they believe that they can sell whatever they produce now companies need to look into demands of customers before making product and communication of features of product is very much necessary to make good sales through marketing department.

  • Zarnab Zulfiqar

    A marketing department is what drives a company towards ultimate success without it, it is useless to dream or even think about prosperity. This is mainly because a marketing department strategizes in every way, special means by which a company can succeed. These strategies cannot be designed or implemented without having a proper marketing department. But the sad truth is that innumerable companies believe that it is not necessary to have a hands on marketing department or let alone even a department dedicated to this purpose. If business holders want to bask in the ambiance of success they need to administer the significance of having a marketing department first and then dream on otherwise their objectives and investments are heading towards an abysmal end.

  • Muhammad Hassan

    its completely true that not having a marketing department is a big mistake. nowadays a business cant solely be successful with the sufficient capital and resources marketing is also greatly essential and could be assumed as a basic necessity for a successful business.The heart of your business success lies in its marketing. Most aspects of your business depend on successful marketing. The overall marketing umbrella covers advertising, public relations, promotions and sales. Marketing is a process by which a product or service is introduced and promoted to potential customers. Without marketing, your business may offer the best products or services in your industry, but none of your potential customers would know about it. Without marketing, sales may crash and companies may have to close. so in my opinion not having a marketing department would be a big mistake.

  • Usman Butt

    As highlighted in the post a marketing department is an absolute necessarily of the time. In this world of practically unlimited choice, increasingly saturated markets and quite literally the toughest competitors ever “marketing” is the only way to go. Over the past decade the pie (market) has more or less remained the same but, the people looking for a cut of it (companies) have skyrocketed. The instant someone comes up with a new or unique idea within a month there will be a similar but cheaper or an altogether better product on the market from several of their competitors. Which brings us to how Coca-Cola, Apple, Nike, Google and the likes stood the test of time. The secret lies in their marketing recipe. It is no longer about Product. It’s about the entire mix now (product, price, placement, promotion and people) that sells.

  • afrah waseem

    exactly my point!!! without marketing no company can flourish. its a salient tool which enable an organisation to progress. Marketing plays a vital role in the promotion and awareness of an organisation. in the present competent world where we have more than 10 different brands for every product available marketing is an important tool to make your product well known and recognized. Whether it be geographical expansion, horizontal or vertical diversification or any other new launch of business without making it well known no organization can flourish without marketing.
    its the oxygen of an organization-the very tool which enables it to live. internationally many companies have realised this. they have separate r&d department to research upon the methodologies of business promotion. not only different media is used bit CSR has become an important marketing strategy. you need fund for your hospital do CSR advertisment like shaukat khanam . even goernments have realized this tactic and portray their activities in their advertisments as part of their election campaigns!!! so we can conclude that marketing is the soul of the living body without it their is no life.

  • Mohsin Azhar

    This blog-post quite aptly sums up how crucial marketing is to an organisation. I believe that marketing acts as the voice for a company, whereby it communicates with diverse audiences and informs them of what truly the product and company stand for. A marketing department plays a pivotal role in ensuring that from the word get-go, a company’s mission and vision of excelling in its business are upheld throughout all processes – whether it be during the planning phase, the research phase, the development phase, the implementation phase or the maintenance phase. In coherence with what this blog suggests, I too feel that marketing is what holds all other departments together and offers each one of them a strong base to move forward in the desired direction. For instance, if it weren’t for the research that the marketing department conducted, the sales department at Apple might never have known its right target audience. Similarly, if it weren’t for the promotional efforts put in by the marketing department, Levis might have never resonated with the millennial audience like it has today. Furthermore, if it weren’t for the marketing department at Hence, marketing acts as the glue which not only offers support to all other departments, but also assists in holding them all together. It is a mode of being in constant touch with consumers today. In a world where customisation and one-to-one interactions are becoming all the more important, marketing offers those interactive and creative methods whereby a company can continuously engage with its audiences. Marketing is that one tool which gives companies power to make themselves stand out from the crowd and make themselves heard in this plethora of information flooding towards people. It allows companies to build a name for themselves, an identity. By leveraging marketing, a company can build an image for itself, hence allowing people to better relate themselves to the company and develop an emotional link with them. Hence, in order to ensure that this identity is not lost, both in the short-run and in the long-run, it is extremely important for companies to understand the value of a marketing department. Investing in marketing is not only important for the purposes of building an identity, brand equity and good will for a brand, but it is crucial for the very sustainability of a company.

  • Ezaaz Waseem

    The article itself sums up the importance of marketing and how companies have evolved to eventually become the most famous logos across the globe. Marketing department is a must but the problem is lack of trained marketing personnel and the right fit that can deliver the right aim of marketing itself.
    Unfortunately this country lacks creativity and even ideas to even advertise properly. Barring a few good ads by Servis with a jingle carrying the right message (Shoes for Everyone), there has been a general tendency of getting ads made from India.
    It is not just advertising but even the marketing research itself is done using foreign companies doing very superficial research for us! At times a common man might get a perception of lack of brains rather than not a focus on marketing and its importance. Even I feel the same…

  • Aizaz Akhtar

    This blog-post somewhat rationally sums up how central marketing is to an organisation. I believe that marketing acts as the say for a company, whereby it communicates with diverse markets and informs them of what truly the product and company represent. A marketing department plays a pivotal role in ensuring that from the word get-go, a company’s mission and vision of excelling in its business are upheld throughout all processes – whether it be during the planning phase, the research phase, the development phase, the implementation phase or the maintenance phase. Marketing is important in every sector and every market no matter what you are selling. I belong to Steel sector in Pakistan and there are numerous examples of companies who are advertising their product on TV commercials and print media but don’t prefer marketing department in their company.

  • Mohammad Ali

    Marketing department, without a doubt, is a highly significant vehicle for any organization to flourish. It allows a particular company to portray an image which might last as long as that of big names like Apple, Google, Coca Cola etc. It can also serve as a mode of communication with the outside world.
    On the other hand, not having an efficient marketing department can limit the horizons for any company.

  • Khalil Dogar

    A marketing department is not a fancy four walls room with a name plate “marketing” on its door promising to sell anything to anyone and reap heaps of money for you. In the holistic marketing concept it is the very plan that directs every element of an organization to its strategic goal. It tells us how can we exist and tells our customers why do we exist. And for this mere existence in the modern competitive world every organization needs a strong marketing department. A dedicated department with an eye to read every little change that occurs in the market and position itself accordingly. Not having one such department would simply lead to mishits.

  • Fizza Naqvi

    The success of a company often rests on a solid reputation. Marketing builds brand name recognition or product recall with a company. When a company reaches the high expectations of the public, its reputation stands on firmer ground. As your reputation grows, the business expands and sales increase. The reputation of your company is built through active participation in community programs, effective communication externally and quality products or services, which are created or supported by marketing efforts.For a business to succeed, the product or service it provides must be known to potential buyers. Unless your business is known in the community and have communication with your customers readily available, you have to use marketing strategies to create product or service awareness. Without marketing, your potential customers may never be aware of your business offerings and your business may not be given the opportunity to progress and succeed. Using marketing to promote your product, service and company provides your business with a chance of being discovered by prospective customers.

  • Ahmed Zaffar

    We are now living in a very fast world where one concept is mandatory that when you do something, make it know, and this is what marketing performs for a company. If we talk about Pakistan, marketing is not being considered an important department here and even if some companies are doing so, they are just focusing on the tip of the iceberg, the sales. Hence the approach used here is short term approach to increase the sales, and they ignore the long term benefit of marketing that is creating the value of company among the consumers. And this is the main reason the attitude of companies towards customers is not very friendly. And rather than living in a fool’s paradise, I’d say they are deteriorating themselves, as today customers are powerful. There are so much options available that a customer can go to an alternative option where the best “attitude” is available. Although companies here have a vision to get the world’s best written on their walls, but their attitude is totally opposite to it only because they do not know what marketing is. There is no focus on creating the brand worth and value among the people. Companies like Apple, Coca Cola, etc. have created a value of their companies by providing the users with an experience worth enjoying. They value the consumer, they know the strength of marketing and they know that to be world’s best, you need marketing, not a written statement on wall.
    And the best of marketing is using the holistic approach. Where everyone in the company knows what they are and what are they trying to be. A good example quoted by my instructor is when President Kennedy went to NASA at midnight, the sweeper was moping the floor. Upon asking why he was doing so at that time, he replied that he was helping Neil Armstrong to land on moon. A model example for companies to follow that every person knows the purpose, vision and the mission of company. Unfortunately here in Pakistan, companies avoid sharing any information as they got the pot of gold coins and will be stolen from them, and so there level is also limited to that pot of gold coins. Even the receptionist does not have the exact idea what the company is doing. If we plan to make a company world’s best, we need to lead in such a way, have a long term vision and focus the most on marketing.

  • Iqra Rasheed

    The article pretty much sums up the real time significance of having a marketing department from the viewpoint of the firm however for the customers to stay attuned ” the presence of marketing department” is not only a compulsion but a prerequisite. People now are focusing more on the sales driven strategy through cladding the sales people with the product knowledge and expecting them to augment the sales number regardless of any efforts in terms of marketing the product. It is important to realize the significance of the marketing department in the corporate arena which is not merely about updating the facebook pages etc but it is a support function that ought to develop new springboards for the sales department without amalgamating the former functions. Moreover, the employees in the firms here are also alienated to the real core of the marketing functions i.e. no nuances of internal marketing are embedded which shows the amount of ignorance lying in our corporate domains. The minute firms in our country realize this significance is when they will be able to reap the real benefits from the “true marketing” and see how this cold make a difference.

  • Bilal Zaheer Butt

    If you intend to go from Good to Great, you got to have a marketing department. Great corporations exist because they have this strong bond amongst themselves and their customers. Value creation is the utmost responsibility of any marketing department and they are the ones who create brand loyalty through aggressive marketing campaigns. To be a market leader, you simply have to bow down to the needs of your consumers and present your product/service in the most desirable way so as to achieve greatness. Consumers don’t like to be given false promises and once they make up their mind, it becomes impossible to regain their trust. Marketers lay the foundation of any strong commitment towards the audience and then it becomes the responsibility of other related departments to play their part as well. These other departments could be Sales, Accounting, Supply Chain etc.
    They are all part of the same journey, trying to achieve common organizational goals and making a Great brand.

  • Mohammad Aitazaz Hassan

    Well written blog post, agree to the point that not having a marketing department is a big mistake.

    Marketing is what builds a brand. When we think of Fast Food, McDonald’s comes to our mind. When we think of Luxury Cars, BMW comes to our mind. Are the cooks at McDonald’s responsible for its brand awareness? Or is it the engineers at BMW that make its name pop in our head? Of course, it is their successful marketing departments that have made it possible.

    A company without a marketing department is like Tea without Aroma. Brands are built through Marketing departments. If there are no Marketing departments, there would be no colour in our life as we know it. Marketing makes even the dullest product attractive to the customer.

    Moreover, a company that doesn’t have a marketing department, doesn’t have access to all the market research capabilities required to improve its product offerings according to customer needs. It will be void of the only tool that enables a company to reach out to its customers through uniform branding. Sales function is nothing without Marketing. Marketing is something that empowers sales. If marketing is done efficiently, the job of sales guys becomes a walk in the park.

    To sum up, Marketing ensures victory for the company on all fronts. A company with a well-integrated marketing department is able to prosper significantly better than a company with a disjoint or an altogether missing marketing department.

  • Nasir Butt

    Not having a marketing department is definitely a big mistake! Marketing is the key to a successful business. An efficient marketing department is what very organization needs in order to promote the mission and business. Every organization needs proper advertising in order to create awareness about the product and service and to attract the customers towards your business. Due to an increase in the competition, just having a marketing department won’t work. The employees in the marketing department should be able to communicate properly with clients and convince them to buy their products and services. The information transferred to the customers is what will actually make them buy what your business is selling and it will also establish an image in their mind. So, it’s important to have experienced people in the marketing department, this will help the business in short, as well as in the long run.

  • Fatimah

    Not having a seperate marketing department is the biggest drawback of any company.like in our country every company is having one sales and marketing department that is why those companies are not that much successful because they dont have an idea of having seperate marketing department it is a very wrong concept of having both of them together.those companies are just trying to save there resources.
    If there is a strong marketing department then you will have high sales as the marketing people will bring awareness of the product then only can the sales teams can make sales otherwise there is of no use
    As social marketing is very important by doing action,behavioural,cognative and value campaigns which can make people know about the products and services,advantages and disadvantages of it.
    Companies like Nike,Apple,Coca Cola,Unilever etc they all play with the emotions of the target market with there strong marketing strategies.

  • Namra Nadeem

    It is important to remind and reinforce the prospects that they are missing something in their lives to create a sufficient gap to substitute-in the product offerings. Easier said than done, right?
    Marketing still is surrounded by the misconception of gaining market share, fighting competitors and bigger profit margins ONLY. Sir Arshad as you have quoted in your book “Branding Matters” that “Branding is a dance on marketing being its music. Marketing is the main foundation to inspire new customers, replacing already left customers, reducing the churn rate and reshape the brands”. The need is to understand that a specialist of the relevant subject is required so that the customers may see a single face and hear a single voice when they interact with the firm. Companies divert from their initial focus to look after the needs and wants of customer, in this scenario, Marketing Department keep the mission intact and stay customer-centric. It is important for all the customer oriented departments like R&D, Sales, customer services management and CSR departments being the most important ones to be synchronized with the Marketing department, so that on the whole they may achieve excellence. The alignment shall help them to decide for which structure they should go with such as hub-and-spoke system, BAMT (Brand-asset-management-team), matrix-management etc. At the end the goal should be to have a position among “Firms of Endearment” and focus on SPICE (Society, Partners, Investors, Customers and Employees) which includes in the functions of Marketing Department.

  • M. Ghalib Raza

    the heart of your business lies in its marketing efforts. According to a rule of thumb, organisations should spend at least 5%of their total revenue on marketing to maintain their current position. however, if companies plan to grow they must spend at least 10% of their total revenue. All successful organisations realize the fact that how important marketing is for the business. As mentioned in the article brands like Nike, BMW etc all spend loads of money on marketing. This is article is of great significance for the Pakistani market as people here do not realize how important marketing is, they are reluctant to spend money on marketing. Marketing is not a waste of money but an investment. Businessmen should read this article and change their century old way of thinking and use this article to their advantage. Its about time we start realizing how important marketing is as a whole and how it can help in solving multiple business problems.

  • Zularsh Arif

    I completely agree! the major part of every organization is its sales and to make it growing with time every function should work the best of their abilities. Not having a marketing department is a big mistake. Marketing is the main thing which keeps the sales growing. Marketing is the thing which builds the name of the brand and creates brand recognition. Marketing department is very important for any organization and it plays a very important role in the buying behavior of customers. Thus it is very important that proper marketing is used to promote the business and to sustain and grow its sales and reputation.

  • komal gulzar

    Promoting section holds extraordinary importance in the achievement of any organization since it goes about as an extension between potential clients and the organization. All the flow of the data (to and from the client) happens from the presence of advertising division. It gathers data with respect to buyers preferences and passes on it to the applicable department. Marketing department assumes a significant part in the choices taken inside the organization. Research and development, generation, and deals every one of these divisions need to consider advertise bits of knowledge while deciding. New and unique ideas and designs get endorsed on account of their high prominence among the clients, production arrangements are made in light of the advertising bits of knowledge, and deals are expanded because of powerful promoting efforts. Without a marketing department, the firm does not have the heading to advance and all the significant choices are taken with no strong proof to support them. This prompts the absence of union among the divisions, and key objectives of the organization are not accomplished subsequently.

  • Muhammad Ali Baig

    A marketing department promotes your business and drives sales of its products or services. It provides the necessary research to identify your target customers and other audiences. Depending on the company’s hierarchical organization, a marketing director, manager or vice president of marketing might be at the helm. In some businesses, a vice president of sales and marketing oversees both the marketing and sales departments with a strong manager leading each department. It’s important to keep a strong marketing department intact regardless of the economy so you remain visible and keep sales strong.

  • M. Raza Noor

    No one can deny the importance of marketing department in an organization. In many organizations, especially in family owned business and medium sized organizations management is reluctant to establish marketing department due to high cost of the marketer and they believe that there is no need of Marketing department in their organizations. This thing is understood that marketing is the brain of any organization and its marketing who actually sets the direction of the organizations. All big organizations in the world have strong marketing department like Apple, Samsung, Coca Cola etc. All the above mentioned brands spends a good chunk of their budget on marketing. The success of any organization lies in the hands of marketing department. Salesforce job is to sell the stock but its marketing who actually strategise to boost up the sales. Although, role of sale is critical but the role of marketer is more important for the success of brands and companies. In a nut shell this article sums up the need & importance of the marketing department in any organization.

  • Muhammad Ali Baig

    A marketing department surely promotes your business and drives sales of its products or services. No matter how good your product is, if it is not marketed you may not make the most out of it. It provides the necessary research to identify your target customers and other audiences. Depending on the company’s hierarchical organization, a marketing director, manager or vice president of marketing might be at the helm. It is important to keep a strong marketing department intact regardless of the economy so you remain visible and keep sales strong.

  • Raza Noor

    No one can deny the importance of marketing department in an organization. In many organizations, especially in family owned business and medium sized organizations management is reluctant to establish marketing department due to high cost of the marketer and they believe that there is no need of Marketing department in their organizations. This thing is understood that marketing is the brain of any organization and its marketing who actually sets the direction of the organizations. All big organizations in the world have strong marketing department like Apple, Samsung, Coca Cola etc. All the above mentioned brands spends a good chunk of their budget on marketing. The success of any organization lies in the hands of marketing department. Salesforce job is to sell the stock but its marketing who actually strategise to boost up the sales. Although, role of sale is critical but the role of marketer is more important for the success of brands and companies. In a nut shell this article sums up the need & importance of the marketing department in any organization.

  • Uffaq Basir

    Marketing is one of the most important department in an organizational structure.Through marketing a company creates a presence among people and it is a process through which you make people realize that your service or product exists in universe. Marketing is one of the major organ of an organization, the whole success of that company lies in its marketing techniques. Its purpose is not just to increase revenues, market share but its main objective is to build a positive and strong image in the mind of a consumer. For example Nestle is considered as the most trust worthy brand among the consumers mainly because of the aggressive marketing done by nestle on its various product has actually created a unique place in the mind of consumer. Marketing should be considered as a long term investment and its effectiveness will be realized by the generations to come.

  • Faraz Nawaz

    Marketing is guideline for any company towards achieving its strategic goals. The problem is that marketing is somehow mixed with the sales whereas marketing and sales are two completely different things. The companies lacking the Marketing department consider Sales department is playing its role by doing marketing while selling, which is not correct. Sales Department itself needs the support of marketing to be successful in a longer run. One of the reasons of not having the Marketing department is to save the cost. Innovative companies around the world are having marketing departments with best available marketing professionals. If a company wants not to lose its market share, brand value and innovative edge then it should have Marketing department. If not, then it will be a failure for the company.

  • Ayesha Nadeem Malik

    Marketing is a technique through which you penetrates in to the mind of a consumer and try to build a product according to the desires and expectations of the consumer.Therefore marketing department is a heart of a business and its entire success depends upon the strategies formulated by marketing department. Although the main purpose of a marketing executive is to increase the revenues and market share of the company but it also assist other departments such as sales in meeting their targets. Marketing department is the binding force between different departments in an organization. Without a marketing department an organization is just like a body without a soul.

  • Uffaq Basir

    Marketing is not just about increasing revenues or grabbing larger market share against you competitors but it is much more than that. The marketing department ensures that the strategies that have been adopted results in the success of the company for generations to come. For example Nestle through its aggressive marketing technique is able to grab a unique place in the heart of a consumer.For majority of the consumers Nestle is one of the most trust worthy brand. An organization will not be able to survive if they do not have a marketing department because marketing driving force behind every action taken by the company. It helps in creating a positive image among the consumers and shape their perception about the product and service.

  • M Omer Ghauri

    In today’s competitive world marketing department can be said the mother of all departments and companies working without a creative marketing department is a big no no for their survival. Without marketing department a company cannot define its target market, in which areas it has to serve, cannot study the needs and satisfaction level of customers and most importantly it helps to bring all departments on one page which is important for achieving goals and profits of the company. Marketing department not only keeps the company up to date with today’s world but it also keeps other departments on alert mode to face the future challenges and to take corrective actions for that. Marketing department not only earns financials but it also performs social responsibility by doing cause marketing which is the need of the day. In Pakistan many companies do not give marketing department its space that’s why products are mushroom growing but not the brands, so not having marketing department is a big big mistake.

  • Sardar Abdulrehman

    Marketing surely is not a waste of money. It creates brand image and a perception in consumers mind, so it truly is the most essential element in todays competing markets. The world has shrunk and has become so integrated that consumer’s do have plenty of choices and they want maximum satisfaction for their money at disposal. Marketing gives knowledge and helps consumers to identify their needs and tailor their shopping cart accordingly. In my opinion marketing is crucial for the evolution of brands and as brands are the most important assets for any firm so they should never consider it as a waste if money. Instead they should enhance their efforts and multiply their marketing budget so they can create a positive image and potray a powerful brand image.

  • Muhammad Wasif Amjad

    The more i read this article, the more i find it epitomizing the core issue that is present with the current Pakistani market. I believe not having a Specialized Marketing Department in the modern day cyber age is a “Corporate Suicide”. The whole world is moving towards Specialization in every department, and Marketing Department is no different. Marketing people are turning out to be the most valuable assets of any company. But unfortunately in Pakistan, still the prevalent mindset is just having “Jack of All trades” kind of personnel, that are going to do Sales+Marketing+Human Resources+Promotions+Advertising+Customer Services for you. There is a very vague understanding of critical concepts like Brand Equity, CSR, Customer Relationship Management, etc. Majority of owners are still unable to grasp the power of marketing and what wonders it can do, and are still deluded that they are on the right track.
    I hope such articles and blogs can create awareness among the “Old-School Mindset” regarding Marketing.

  • Zain Zulfiqar

    Marketing Department not only creates, communicates and delivers the offerings but also coordinates with all other departments of a company to strengthen the brand equity as well as market value of a firm. Nowadays, international companies are moving towards Holistic Marketing approach instead of a conventional Marketing approach. Moreover, manual and traditional marketing practices are being overshadowed by digital, automated and creative marketing practices. The future is all about social responsibility, globalization and technological advancements in latest marketing practices. Unfortunately, local companies in Pakistan lack these insights and opportunities. Pakistani companies think marketing and its concepts in the context of Sales only. They are more focused towards the product and sales instead of the market and customer. This blog is an eye-opener for all the businessmen and local companies in Pakistan who think that establishing a Marketing Department is a waste of money and effort.

  • Shamir Arif

    There is no reason not to concur with the blog. The comments by my colleagues have as well also established marketing as need of the hour and the bridge between the company and the customer. a business without marketing department is like a body without a soul and undoubtedly the business is living in a ‘fools paradise’.
    I must say and add that yes the companies need marketing department to better float itself around the globe and the most effective tool to business expansion and innovation. it must, as already put up by my colleagues, not be treated as an expense rather a present investment for brighter future business prospects. it’s nothing less than a money generating department.

    The blog has also rightly linked social aspects of marketing. no doubt brands through their marketing have achieved and tried to do the corporate social responsibility well. consumer engagement have not only led to achieve more than just the social aspects rather the broader arena concealed behind.
    Precisely, the blog seems like a well articulated composition on marketing and how it helps not only the businesses but society as well.

  • Ayesha Aftab

    In today’s world, the role of marketing in any organization is too important to be ignored. Large and small organizations are today competing for the same market. Most features of the business depend on successful marketing. A company’s existence is dependent upon their marketing efforts. Marketing is an important piece for the management to improve customer satisfaction and to create the company’s image and its brands in channels such as social networks, ATL, BTL and more in order to ensure recognition and good reputation to avoid losing current and potential customers. It allows the company to make their name and to connect the consumers with that brand by satisfying their needs and desires. To ensure the name and presence of the brand today and in future it is extremely important for the companies to understand what marketing is and how important is the role of this department in any organization.

  • Iqra Jahangir

    Strongly Agreed! Marketing department/team is the backbone of any company as it helps in penetrating the market. It brings the end user face to face with the products/services on offer. Though it takes a lot of effort in establishing a cohesive marketing team but once it clicks it has the potential to project the company to a whole new level but without one it is synonymous to shooting in the dark!

  • Hassan Arif

    Being sales rep for a big multinational it took me some time to made peace with the presence of marketing department which i though was just creating nuisance in my daily routine tasks by demanding various different reports and trends everyday. With time i experienced the support and a helping hand in achieving my numbers, it was then i realized that mere making your product available across all channels would not make the consumer buy it, its the positioning of my brand and its value created in the minds of consumer by our marketing team. So to cut it short no company can aspire leadership in their segment without giving due importance and autonomy to this department.

  • Hamza Ahmed

    Totally agree with the blog since its a perfect depiction of state of the local companies in Pakistan. Anyone working in a local company can easily relate to this except for the owners & seths as they look at the marketing department as an added expense rather than a long-term investment.
    A company without a stable marketing department, doesn’t have access to any kind of research that is required for innovation and product development. Moreover, sales department is highly dependent on the marketing department and whereas “seths” believe in sales department, they underestimate the potential of marketing department.

  • Rehan Naeem

    Having a marketing department is indeed essential to a company’s success!

    The broad spectrum of activities covered by the marketing departments in today’s modern holistic marketing approach means that a marketer’s job is not just limited to creating brand awareness but is much much more than that. Ignoring its importance can prove to be fatal for a company’s existence. It should be considered as a necessary investment that would not only guarantee a business’s survival but also eventually pay-off with substantial returns. In my view, not having a fully functional marketing department is synonymous to waiting for an accident to happen.

  • Jannat Naveed

    Marketing is the tool for delivering and communicating value to customers. Efficient marketing objectives, strategies, operations are fundamental for the success of a company and its products. Holistic marketing approach describes marketing as an integrated 360 degrees process in all operations. Now marketing is not for a single department but all department and functions must understand the concepts of marketing and engage in it. Marketing is essential for making a brand image and recognition. Without a marketing department there is no way to make customers aware of your product or to create a product that caters to the needs of the customers.

  • Nauman Naveed

    I can not agree more with this article. Adam Smith has remarked that “nothing happens in our country until somebody sells something”. Marketing is the kingpin that sets the economy revolving. The marketing organisation, more scientifically organised, makes the economy strong and stable, the lesser the stress on the marketing function, the weaker will be the economy. The heart of your business success lies in its marketing. Most aspects of your business depend on successful marketing. The overall marketing umbrella covers advertising, public relations, promotions and sales. Marketing is a process by which a product or service is introduced and promoted to potential customers. Without marketing, your business may offer the best products or services in your industry, but none of your potential customers would know about it. Without marketing, sales may crash and companies may have to close. Although marketing is hugely important for a business to succeed, it can also be very expensive but it’s a fact that there’s no free lunch in this world.

  • Osama Rizwan

    I totally agree with the aforementioned stance since marketing, by every means is the focal point and a concrete building block in determining the success of a business. A business may have an excellent product but the real concern is how to make the respective target market aware of the products’ existence, it’s unique selling points, the fundamental characteristics that it holds and its availability. Unless your product is not known to your potential buyers, the company cannot reach its SMART goals. Once the product produced by a company is on the radar screen, consumers are likely to enter the purchase funnel cycle, as a result to which they make a purchase and a repeat purchase which leads towards building brand loyalty. Without inducting marketing strategies, sales for a company may never happen which obviously eliminates the room for generating profit margins or any revenue.
    Further, the success of any company rests on a positive reputation and goodwill which is formed within the cognitive mind sets of a potential consumers through the process of marketing. When the organization manages to abide to the high expectations of the potential target market, it stands firm and sustains competition. As a result, the management of the organization is at the leverage to expand the business, grow the portfolio, diversify and increase sales/quality of the product/service. Effective communication acquired through putting in place customized marketing strategies, internally and externally, helps in achieving desirable results. Meanwhile, marketing fosters healthy competition, by spreading word of mouth on pricing which creates a price equilibrium and prevents the organizations from exploiting consumer rights. Due to marketing strategies in place, the pricing of the product remains in tact with a reasonably accepted pricing for different segments. Precisely, marketing helps keep the pricing competitive and helps win over the target market before the competitors do. Also, marketing helps build an environment that enables small or new businesses to enter the industry which automatically brings in circulation of cash flow within the industry.
    Conclusively, marketing is the heart of every business that enables the management to build a brand, define a brand personality, capture attention and produce desired results. While I say that, we can even take into account some well renowned names who have invested substantially in marketing for making people aware of their offerings across the globe. Whether it be conventional or traditional marketing, every organization hosts a marketing department or marketing activities for publishing their product to their target market. Apple Inc. is recognized as the marketing beast today and the reason being the management invaded internet and all other means of reaching out to their target market ever since they launched, by creating a niche marketing strategy that differentiates the product from those of the competitors. It is the ideology and personification build for the brand that rests in the perpetual mindset of its target audience which makes people choose apple products over the others. Its the marketing strategy that has earned Apple Inc. the reputation of consistent innovation, continuous improvement and a premium product.

    Lastly, we can take the example of Coke which now rests at the top of the league, and attains a superior brand loyalty. Through extensive marketing and deploying multiple disciples of marketing and by proactively and effectively making use of the right channels for reaching out to their customers, they have taken the brand to a stage, where the advertisement does not have to demonstrate its functional benefits but just the name is enough. Its the aspiration stage that has been reached by the brand. Similarly, mountain dew has won the image of a drink for the adventure lovers automatically triggering a want for the product among extrovert adventure lovers. Last but not the least, Red bull has made the image of a drink that boosts the energy and makes you capable of doing the toughest, by advocating the product through tagging it as ‘red bull gives you wings.

    Hence marketing department or marketing itself is highly essential and an integral part of any business and is a backbone for achieving desired results.

  • Umar Rehman

    Brilliant piece of writing, couldn’t agree more! Rather than a company, a marketing department is important in the success of a product. If the products gets noticeable and creates demand then automatically the company will taste success. In simple words, having a good product is not enough, you should be able to project it in the same manner among your target audience. Right product, right promotion, right branding, right positioning and correct pricing are the variables on which a marketing department will effectively work in a company.

  • Ahmed Saleem

    I totally Agree! Today it is nearly impossible to efficiently sell a product or service without having conducted market research and that can only be done by making a proper marketing department. Marketing Department vary based on several factors including business size, industry, corporate structure, and more. To complicate the matter, a Marketing Department’s role will undoubtedly be different for organizations where the department is considered to be a
    cost center vs. a revenue center. The importance of marketing department is that a business company gains a suite of solutions for developing business processes, increasing profits, improving company performance, investigating competitors and getting more satisfied customer. So not having a marketing department is really a big big big big mistake.

  • Muhammad Hamza Rafiq

    The heart of your business success lies in its marketing. Most aspects of your business depend on successful marketing. The overall marketing umbrella covers advertising, public relations, promotions and sales. Marketing is a process by which a product or service is introduced and promoted to potential customers. Without marketing, your business may offer the best products or services in your industry, but none of your potential customers would know about it. Without marketing, sales may crash and companies may have to close.

  • Fatima Imran

    The heart of every organization is Sales and Sales cannot be done without marketing. When you do not make people aware of your product then how can anyone buy that product. Sales and Marketing are like brother and sister, Good Sales is not done without Marketing and for good Marketing, you need a certain budget which you can get from good Sales. This blog should be shared with CEO of the companies who just focus on number games and ignore the importance of Marketing.

  • Talha Malik

    100% AGREED!!! This is because Marketing department has a vital role in promoting business and mission statement of any organization. All the companies which want themselves to prosper are focusing on marketing teams to explore new trends, customer needs and new potential areas so that strategies could be planned accordingly. Companies that are not into it are going to be left behind and will eventually have to close down cause of not being able to sustain competition.

  • Huma Altaf Bajwa

    I could’nt agree more with this blog. Marketing is the core element of any business and without it it’s like a car without a driver. Marketing helps develop a set direction for the whole business. The thinking pattern of the businessmen in Pakistan needs to be changed because the importance of marketing cannot be denied. The more they run from this fact the more loss their business will incur. Marketing provides information and strategies to deal with various situations. Hence, businesses should invest in marketing research and development to increase their customer baseline.

  • Ali Mansoor Khan

    A marketing department makes necessary and timely strategies to overcome such market competition. The world is in the fast lane with something new popping out every now and then. Lack of marketing insight, innovation knowledge and competition awareness will not hold good for companies operating without a marketing department. Brand positioning and differentiation is a key component of marketing when competing against competitors. Marketing department nowadays is the best way to not only increase sales but also build a powerful image for the time to come. The blog clearly identifies the needs of today’s marketing department and highlights the proven benefits! A good read!

  • Assadullah Bashir

    It is easy to see marketing and sales as standalone activities, but they are inextricably connected to each other. Without a solid marketing effort, even the best product will not sell. Without profitable sales, the company will not be in business long enough to build a marketing department or pay its employees.
    Put another way, there can be no sales without marketing and no marketing without sales. Having said that, no company can scale its operations and grow successfully with just sales or just marketing. The most successful organizations are able to blend these two critical functions together to present their customers with a truly integrated buying experience. Sales-driven demand may indeed be a more efficient way to close the deal, but it can also cost as much as five times more to make the sale. Having marketing involved in this effort from the beginning can significantly lower the cost of sales without making that sale less likely. In other words, great marketing can make the job of the sales team more efficient, while making sales more predictable and lowering costs. A solid sales program will be able to capitalize on existing marketing efforts and convert more prospects into buyers. While content marketing efforts like white papers and case studies are still very important, they are not the sole drivers of sales. Few if any large purchases are driven by these efforts alone, and without a solid sales force behind them few companies can succeed long term. Marketing and sales have always been vital parts of any organization, and that is more true today than ever before. Sales and marketing have always been, and continue to be, in it together. The most successful companies understand this and utilize each to empower the other.

  • Osama Rizwan

    I totally agree with the aforementioned stance since marketing, by every means is the focal point and a concrete building block in determining the success of a business. A business may have an excellent product but the real concern is how to make the respective target market aware of the products’ existence, it’s unique selling points, the fundamental characteristics that it holds and its availability. Unless your product is not known to your potential buyers, the company cannot reach its SMART goals. Once the product produced by a company is on the radar screen, consumers are likely to enter the purchase funnel cycle, as a result to which they make a purchase and a repeat purchase which leads towards building brand loyalty. Without inducting marketing strategies, sales for a company may never happen which obviously eliminates the room for generating profit margins or any revenue.Conclusively, marketing is the heart of every business that enables the management to build a brand, define a brand personality, capture attention and produce desired results. While I say that, we can even take into account some well renowned names who have invested substantially in marketing for making people aware of their offerings across the globe. Whether it be conventional or traditional marketing, every organization hosts a marketing department or marketing activities for publishing their product to their target market. Apple Inc. is recognized as the marketing beast today and the reason being the management invaded internet and all other means of reaching out to their target market ever since they launched, by creating a niche marketing strategy that differentiates the product from those of the competitors. It is the ideology and personification build for the brand that rests in the perpetual mindset of its target audience which makes people choose apple products over the others. Its the marketing strategy that has earned Apple Inc. the reputation of consistent innovation, continuous improvement and a premium product.

  • Ali Younus

    Marketing department is actually the bread earner and can not be ignored. It helps promote brand values and knowledge which is more important than immediate gratification provided by profits, rather marketing plays the role of a catalyst for achieving sales targets. Though it is widely miss understood and ignored in Pakistani market where immediate numerics of the business are given more importance and long-term planning is bleak.
    This blog sheds light on an important issue which has taken a backseat in the Pakistani economic sphere.

  • Fraz Mahmood

    It is totally agreeable that Sales is one department that generates numbers for an organization. Where as, marketing is a force that helps the organization to promote its sales. It not just makes a product but also plays an important role in the establishment of the behavior of the consumer. One can say that all of these MNC’s such as Coca Cola, Pepsi, Nestle etc. have spent a lot of time and money on their marketing strategies or else it would have been a complete waste of time and failure.

  • Fahad Ejaz

    Cent percent agreed. The most important function of marketing, along with others, is to create awareness about products/services and make loyal customers. Marketing department ensures that the strategies that have been adopted results in the success of the company for generations to come.
    Marketing department not only keeps the company up to date with today’s world but it also keeps other departments on alert mode to face the future challenges and to take corrective actions. Companies divert from their initial focus to look after the needs and wants of customer, in this scenario, Marketing Department keep the mission intact and stay customer-centric. Without a marketing department, the firm does not have the heading to advance and all the significant choices are taken with no strong proof to support them.
    Marketing is that one tool which gives companies power to make themselves stand out from the crowd and make themselves heard in this plethora of information flooding towards people. So, it’s important to have experienced people in the marketing department, this will help the business in short, as well as in the long run.

  • Qudsia Awais

    marketing is the backbone of every organisation and it is helpful for the company to have a place in the minds of the consumers for a longer time. Marketing is not a waste of money rather it is an investment that pays back the company in multiple ways

  • Muhammad Sanan

    I totally agree with you sir. The business success of any organization lies in its marketing strategies. Being a marketer i can’t even imagine about the survival of any organization having no marketing systems. Without marketing , it is impossible to satisfy customers, to focus on the ‘right’ customers, to facilitate exchange relationships & to stay ahead of competitors and enhance profitability. Either it is a large business or small, nonprofit organization or industrial
    product manufacturers, company’s pecuniary success largely depends upon prudent marketing efforts along with financial, operational, accounting and other business functions.
    As you have mentioned , that the main tools are sales analysis, market share analysis, marketing expense-to-sales analysis, and financial analysis of the marketing plan. I would like to add a practical life example of a local pharmaceutical firm Barrett & Hodgson, who had a very strong sales department. They had experienced people in sales and they actually didn’t had any proper marketing department. Organization did well in the late 90’s, but from 2005-2010 they they suffered huge losses due to the poor understandings of the market dynamics. Their higher management realized and they hired experienced marketing managers from different local firms on lucrative salaries. They revised the old tactical plans and strategies by deeply studying the competitors strategies, their campaigns, and their current situation. Just within 2 year span from 2012-2014, they compensated all the losses and now organization is again in profit zone.
    Marketing plays a crucial role in the evolution of brands and as brands are the most important assets for any firm so they should never consider it as a waste of money. Most of the organization are well aware about the “Brand Mantra’s” these days. And the organizations who are still unaware about its power , are just like a traveller in the dessert with no destination.

    So Yes, Not having a marketing department is a big, big, big mistake!

  • Hira Noor

    The article rightly identifies the vitality of the marketing department for the success of any organization. The communication of marketing department with other departments fortifies the value of the organization in the market. Positive and effective marketing helps in building a strong brand image in the minds of the customers. Nowadays, all the companies are focusing on marketing teams to explore new marketing techniques and trends to identify customer needs and new potential areas so that they can plan the strategies accordingly. Companies like Apple, Coca Cola, etc. have created a value of their companies by providing the users with an experience worth enjoying. This clearly shows the significance of marketing department for the success of all the organziations.

  • Salman

    definitely, the absence of marketing plan and strategies is a big big mistake on behalf of companies. due awareness and knowledge of marketing plans and modern strategies is prerequisite for all the organizations whether business, political, social or non profit organizations. even public sector organizations need marketing departments these days to maintain their social existence and popularity.

  • Rehan Mir

    According to the ground reality in Pakistan the lack of knowledge is the basic problem which ignites such problems in almost every organization in the country. Marketing is not the only department that faces such problems, even the human resource management department in every organization lacks its ability to work at its full resulting in minimizing the potential of the organization.

  • Muhammad Usman Ali

    Marketing department is a sine qua non for any enterprise whether private or public. Its job is not only to promote business and increase sales but also to project the core values of a business organization. From managing presence on social media to undertaking marketing campaigns, from managing internal communications to creating brand value, marketing department has slowly become indispensable for business entities in modern times.

  • Farina Arshad

    No one can deny the importance of a marketing department. Most of the aspects of a business depend on marketing only. The success of a business lies in the marketing of that business. It not not enough to just make a product, we need to get noticeable and create demand for it which is the task of the marketing department. It brings in all the money spent by other departments of a business.

  • Anas Malik

    A marketing department promotes your business and drives sales of its products or services. It provides the necessary research to identify your target customers and other audiences. Depending on the company’s hierarchical organization, a marketing director, manager or vice president of marketing might be at the helm.

    A functional marketing department implements customer relationship management functions to track and predict what customers want in their products.Marketing departments carry out promotional strategies for products and services, and some may also incorporate promotional activities, such as public relations, for the business as a whole. The promotions staff assists the sales force with sales promotions; offers public relations support for product launches, trade shows and other events. It can also include identifying new markets for existing products or discovering a need that current customers have for a modified version of an existing product.

    This blog post enlightens about the importance of having an efficient marketing department as sometimes creating a unique logo ,a good Tvc and creating a unique value proposition can distinguish a successful company from it competitors.Couldn’t agree more that in such a global business environment its very important to have a marketing department despite high cost of its marketing campaigns for certain big businesses like apple ,coke and bmw etc and not having one can lead to a gap between the customer and the business and make business lagging behind without a proper strategic direction.

  • jAHANZEB AHMED kHAN

    I agree with the fact that marketing department in every organization is very important. Normally it is thought that in any company, sales department is the only department which brings in the cash flow for the company, but the reality differs. sales and marketing are two different departments but equally related and intertwined. In order to reach out to the end user we need to have a marketing department so that it can be out reached to the masses. if there is no marketing department in a company, how would any one know what the product is and what it is all about. Had there been no concept of marketing at the first place the entire sales force of every company would have been bamboozled because of zero or no sales. apart from it its a fact that for any companies strategic development marketing department is very important. to keep a track of its fiances and future planning , all the strategists are related to the marketing department on which its growth s dependent and growth is what is a company strives for.

  • Komal Ali

    That is so true!
    I agree to what you say. Marketing is the heart of any company that keep the company work and meet success. Marketing can raise the number of participants coming to any event or brand by a significant figure. Marketing Team just doesn’t promote stuff. They’ll also tell you the kind of audience you need to target.A marketing department is important in the success of a product. If the products gets noticeable and creates demand then automatically the company will taste success. If marketing is ignored and proper attention to it is not given then a companies die slowly. As money attracts money. If money is not spent on a companies marketing then all hard work is all in vain.

  • Razin Ahmed

    Marketing is possibly a major cost to an association, but the settlements in the end of the day are much greater. Showcasing your product to the masses is not a cost i believe , it’s somewhat a venture with long term returns.
    So better believe it, not having a promoting office is a major oversight!

  • Ushna Sabir

    Developing a marketing department in a firm is as important as its operations department. There is no purpose served if the company manufactures something but it does not reach out to the customers. Although there are short-term costs involved that the company has to incur; however, the profits will be made for a longer period of time once the product gains the status of cash-cows. Conversely, if companies do not pay much heed to the marketing strategies and channels and do not bring such operations under a specific department dedicated to marketing, then it would definitely be a huge mistake on part of business owners.

  • Muhammad Farhan

    Its true marketing is one the most important pillars of a foundation on which the business runs. The heart of your business success lies in its marketing. Most aspects of your business depend on successful marketing. Moreover, it is not a one time event but it needs to be done repeatedly. It will cost a lot but the returns are even greater than they are expected to be. Many Pakistani companies are unaware of repeated marketing strategies and apply this only few times, so they suffer in this scenario.

  • Ali Khalid

    An organization without a marketing department is like having a car with no tyres or a building without pillars to support it. Marketing Department is detrimental to any organization’s success. It performs the functions of creating, promoting and stabilizing the brand image. It creates awareness about a firm, what it does, what it produces and so on. A marketing department is the spokesperson of a firm. It creates its socio-economic outlook in the minds of its consumers and stakeholders. It is fundamental to have a marketing department. It is like oxygen, detrimental to survival. Why is it so because marketing dept. performs functions like corporate communications, brand imaging, brand equity, brand loyalty, brand promotion, the 5P’s all of which are required to ensure that the stakeholders both internal and external are aligned towards the same goal. The Pakistani Seth and his organizations usually consider Sales and Marketing as one which I believe is the biggest blunder any organization or individual could make. Sales is only a small segment of marketing, dependent on marketing, a part of it whereas Marketing is a separate, bigger and stronger machine that runs to achieve a company’s marketing objectives. Considering it as an asset, a long term investment or as a superpower firms should in any case have a marketing department in place to make them whole, complete, functional and competitive.

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