The Marketing Function

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I Marketing is one of the most important functional areas of an organisation. It provides the key link between an organisation and its customers. The Chartered Institute of Marketing defines marketing as: "Marketing is the management process for identifying, anticipating and satisfying customer requirements profitably." (Wilson and Gilligan, 1998) In this paper we examine the role and importance of the marketing function in an organisation, with examples from Singapore Airlines Limited (SIA).


Its marketing campaign and service excellence is acknowledged all over the world in the brand of "Singapore Girl".
2. (a) According to Philip Kotler (1980), "effective marketing is based on the right balance of marketing elements, and processes depending on the nature of the product, service or idea being marketed." (Cartwright, 2002) This marketing mix consists of the seven Ps. These are: product, price, promotion, place, people, process, and physical evidence. The marketing mix of SIA has been handled very well as we shall see now.
2. (b) The mission statement for SIA is " We are a global company dedicated to providing air transportation services of the highest quality and to earning good returns for shareholders." (Johnston and Wirtz, 2006) The core values of SIA are: Pursuit of Excellence, Safety, Customer first, Concern for staff, Integrity, Teamwork. The marketing department is responsible for providing the highest quality of service, and find ways to improve revenues of the company.
3. (a) The first step of marketing is to understand the external environment and relate it to the internal environment of the organisation. ...
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