What is the definition of marketing? What are the benefits and drawbacks of incorporating marketing into the sales function of an organization? Do you think that marketing should be included as part of the sales organization within a company? Explain why or why not.

What is the definition of marketing?

“Marketing is about identifying and meeting human and social needs. One of the shortest good definitions of marketing is meeting needs profitably” (Kotler & Keller, 2009, p. 5). Further, Perrault, Cannon, and McCarthy (2009) define marketing as performing activities that fulfill objectives by anticipating customer needs to supply need satisfying goods, services, and the like.

What are the benefits and drawbacks of incorporating marketing into the sales function of an organization?

The benefit of incorporating marketing into the sales function of an organization is ultimately increased sales. Marketing can have great ideas for a product; however, you have to know how to get people to buy. A combined effort of marketing and sales can prove successful.

The drawback of incorporating marketing into the sales function of an organization is coordination and cooperation. “…the sales force thinks product managers set prices or sale quotas “too high”; or the advertising director and a brand manager cannot agree on an advertising campaign” (Kotler & Keller, 2009, p. 24). All members of an organization must work in cohesion in order to excel.

Do you think that marketing should be included as part of the sales organization within a company? Explain why or why not.

Absolutely. I feel that marketing should be included as part of the sales organization within a company. Marketing and Sales are intertwined; Marketing brings potential customer to the sales department. In large selling organizations it is difficult to define where marketing ends and sales begin.