The Traditional Function of Marketing

A company’s marketing efforts are directed at the objective of encouraging consumption through customer satisfaction and customer relationship. Maintaining a satisfactory relationship with the consumers is necessary to keep the consumers as customers forever. A good customer relationship is essential for encouraging the volume of consumption. When a company tries to develop customer relationship, the company actually wants to retain the customers as long as possible. A marketing company would go on encouraging customers and consumers to increase consumption. In order to retain the customers the company has to channel its marketing efforts effectively. Only with a good degree of customer relation a company can increase the consumption of the products or services it offers to society. “Customer Relationship Management is an integrated effort to maintain and build up a network with individual consumers and to continuously strengthen the network for mutual benefits of both the sides, through interactive, individualized and value-added contacts over a long period of time” (Customer relationship management 2008). Thus the proper customer relationship management is inevitable to increase the consumption through marketing efforts.
The marketing mix is another important factor which helps marketing to encourage consumption. “Marketing mix is the combination of the elements of marketing and what roles each element plays in promoting products and services and delivering those products and services to customers” (Randy).
Apart from the above mentioned four elements of the marketing mix, there are another important element namely people. At first, the fifth element was not included in the marketing mix. Later, understating the importance of people in encouraging consumption it was included in the marketing mix. “The 5th P refers to how the level of service and the expertise and skills of the people who work for the company can be used to set the company apart from the competitors” (Duermyer).