The Role of Marketing in a Business

The main objective of marketing is to create customer value in the most effective way. It involves an exchange between buyers and sellers or between other parties. Marketing has an impact on the organisation, its suppliers, its customers and others affected by the organisation’s choices. It frequently involves enduring relationships between buyers and sellers and the processes involved include creating, communicating, delivering and exchanging offerings. Most organisations offer tangible products to sell, and also many others offer services. Due to changes in the business environment, all service providers need to compete for customers, even educational institutions as well like Goldridge College, which provides private school education to a number of customers.

Marketing is not only a process of selling things. Chicago, IL (PRWEB) January 14, 2008 - The American Marketing Association unveiled the new definition of marketing, which presents marketing as a broader activity. They define marketing as “Marketing is no longer a function-it is an educational process.” (American Marketing association 2008) Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Educational Marketing is about managing relationships through effective communication. In commerce and industry it is often considered to be about managing the exchange between producers and consumers. In the educational world, marketing is about managing the relationship between schools and their clients. One of marketing definition in education can be:

the means by which school actively communicates and promotes its purpose, values and products to the pupils, parents, staff and wider community. (Davies and Ellison, 1997, p204)

Educationalists are often very suspicious of marketing because of the link with commercialism and selling. Teachers often see marketing as an...