Role of Marketing in Initiating Entrepreneurial Activity

Question: Discuss about the Role of Marketing in Initiating Entrepreneurial Activity. Answer: Introduction: A marketer is an individual involved in selling products and services on behalf of an organisation. In this context, Deng et al. (2016) stated that the marketer conducts this activity by visiting the field in order to source for the consumers or through servicing the current ones. Most of the business organisations need a bachelor degree in order to qualify for this position, while the others focus on excellent communication skills and the aspiration to sell. For instance, it has been observed the median annual salary of marketers involved in wholesale, manufacturing, scientific and technical products has been $70.200 including commissions in 2008 (Li and Wang 2015). The following are the major roles that a marketer plays in an organisation: Keeping records of sales: The marketer has the responsibility to deliver products to its customers. This delivery might be in the form of mail through courier service or in person. Thus, it helps in keeping records of the accomplished sales. As a result, the organisation obtains valuable data pertaining to daily, monthly and annual sales. Hence, the marketer helps in providing an overview of the product performance in the operating market. In addition, the marketer follows-up its customers that have bought its products in the past for increasing their interest in other products. The marketer is responsible for receiving payments from the customers and delivers the same back to the organisation. This activity is performed at the time the customers do not have sufficient time to visit the organisation for making payments. Moreover, the marketer seeks the attention of the consumers regarding the availability of new products with the help of brochure distributions on field or by e-mails (Noble 2015). Providing customer feedback: The duty of marketer takes into account the forwarding of feedbacks from the customers to the higher-level management of the organisation. It has been observed that the customers are often indulged in providing both positive and negative feedbacks about the purchased products or services. Hence, it is crucial to present these concerns to the management of the organisation for immediate address. Along with this, the marketer liaises with the production team for assuring timely production. The marketer has the responsibility to provide an understanding to the production team about the seriousness of delivery dates with the customers. The marketer is often involved in solving problems, which occur from time to time in the marketing process. The products might be delivered on a wrong address or fail to reach the desired customers. Thus, under such scenario, the marketer ensures immediate replacements to the customers (Schindehutte and Kuratko 2015). The marketer depicts the name of the organisation, in which the individual is currently engaged. The viewpoints of the potential or existing customers could be either positive or negative. The marketer intends to deliver a positive image for assuring greater amount of sales. Hence, the marketer needs to behave in a professional manner for the sake of the organisation while involved in sales missions. References: Deng, C., Lu, Y., Ravichandran, T. and He, X., 2016. What Makes Video Ads Viral: Quantifying the Impact of Marketer-and User-Generated Content. Li, Y. and Wang, K., 2015. Marketer-Generated Content Sharing Among Social Broadcasting Users: Effects of Intrinsic Motivations, Social Capital and the Moderating Role of Prevention Focus.Asia Pacific Journal of Information Systems,25(4), pp.719-745. Noble, C.H., 2015. The Role of the Marketer in a Market-Oriented Organization. InProceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference(pp. 225-226). Springer International Publishing. Schindehutte, M. and Kuratko, D.F., 2015. The Role of Marketing in Initiating Entrepreneurial Activity in Established Companies. InProceedings of the 2000 Academy of Marketing Science (AMS) Annual Conference(pp. 291-295). Springer International Publishing.