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Discuss the role of Marketing and the Marketing department using an organization of your choice to illustrate the points you make. "Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products of value with others" (P. Kotler, Marketing Management, 8th edition, 1994) The role of marketing is about engaging with your customers and letting them know how important they are to you and your business. As well as letting people know who you are, it's also about letting people know what you are about. Today, most firms have adopted 'The Marketing Concept'. This is the belief that firms should analyse the needs of their customers and then make decisions to satisfy those needs. Market research is "...the process of gathering, analyzing and interpreting information about a market; about a product or service to be offered for sale in that market;...

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