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marketing function
manages an organisation's relationships with its customers. 
Marketing 
is 'the management process which identifies, anticipates and satisfies customer needs 
profitably'. 
(Chartered Institute of Marketing, 2015)
1.5.1 Models of marketing 
Marketing activities in organisations can be grouped broadly into four roles. 
(a) 
Sales support
. The emphasis in this role is essentially reactive: marketing supports the direct 
sales force. It may include such activities as telesales or telemarketing, responding to inquiries, 
co-ordinating diaries, customer database management, organising exhibitions or other sales 
promotions, and administering agents. These activities usually come under a sales and marketing 
director or manager. 
(b) 
Marketing communications
. The emphasis in this role is more proactive: marketing promotes the 
organisation and its product or service at a tactical level. It typically includes activities such as 
providing brochures and catalogues to support the sales force. 
(c) 
Operational marketing
. The emphasis in this role is for marketing to support the organisation 
with a co-ordinated range of marketing activities including marketing research; brand 
management; product development and management; corporate and marketing communications; 
and customer relationship management. Given this breadth of activities, planning is also a 
function usually performed in this role but at an operational or functional level. 
(d) 
Strategic marketing
. The emphasis in this role is for marketing to contribute to the creation of 
competitive strategy. As such, it is practised in customer-focused and larger organisations. In a 
large or diversified organisation, it may also be responsible for the co-ordination of marketing 
departments or activities in separate business units.