MARKETING,
COMPETITION AND
THE COSTUMER
FATIMA JUNAID
The Marketing department
Marketing Director
Sales
Regional Sales
Manager
Market Research
Regional Sales
Manager
Promotion
Advertising
Distribution
Promotion
The Marketing Department
 The Marketing Department identifies costumer wants and
satisfies them profitably.
 Most businesses, unless they are small, will have a Marketing
department.
 In a large public limited company, the Marketing Director will
have people for market research for new products, promotion,
pricing and sales.
Different sections within their marketing
department in large businesses
There are many marketing sectors in large businesses. These
sectors are as follows:
1) The Sales Team
2) The Market Research section
3) The Promotion Team
4) Distribution
The Sales team and the Market
Research section
 The Sales team is responsible for the sales of the product.
 It will usually have separate sections for each region to which the
product is distributed.
 The Marketing Research section is responsible for finding out
customers’ needs, market changes and the impact of competitors’
actions.
 It will report on these to the Marketing Director.
 This information will be used to help make decisions about research
and development of new products, pricing levels, sales strategies
and promotion strategies.
The Promotion section and Distribution
 The Promotion section deals with organising the
advertising for products.
 It arranges for advertisements to be produced.
 The department also decides on the types of promotion that
will be included in campaigns.
 It will have a marketing budget – a fixed amount of money
to spend.
 It has to decide which types of advertising media will be
most effective to use because there will be a certain amount
to spend so the department cannot spend what it likes.
 Distribution transports the products to the market.