Effects of Marketing in a Company

Marketing is an essential ingredient in a company. Indeed, in the current day and age, marketing has become a must for organizations operating in the global marketplace. In the current competitive business environment, businesses continue to use huge budgets to undertake their marketing campaigns. This is not an exercise in futility. Companies like coca-cola have been known to use billions of dollars to undertake their marketing campaigns. There are many effects of marketing in a company, both positive and negative. On the positive side, marketing helps to increase customer awareness hence enhancing the boyttomline of a company. It therefore follows that a company that does not carry our extensive marketing campaigns impacts negatively on the bottom-line. Indeed as one business executive put it, failure to undertake marketing is “like winking at a girl in the darkness”. Essentially, marketing puts the goods as well as the services of a given company in the limelight. Hence customers are able to differentiate between the goods of thousands of other players in the marketplace. This is akin to product differentiation. Further, the management of a company has the ultimate responsibility to ensure that the shareholder interests are met. Marketing essentially enhances the profitability of the firm as well as the corporate image of the organization and hence increasing the returns made for the stockholders. On the negative side, marketing might not result in the expected inflation of the bottom-line. In that case, the management may be seen to have wasted the organizational resources and hence not acting in the best interests of the stockholders.

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