Functions Of Marketing | TD Creatives

The eight functions of marketing are essential for any business looking to increase brand awareness, generate leads, and ultimately drive sales. These marketing functions include market research, product development, pricing, promotion, distribution, customer service, and market segmentation. Let’s dig deeper into each area below:

8 Marketing Functions

1. Market Research

Market research is the process of gathering and analyzing data on target audiences, competitors, and the overall market. This information is used to identify opportunities and inform decision-making. Market research can take many forms, including surveys, focus groups, and competitor analysis. 

Businesses can also use data analysis tools, such as Google Analytics, to track website traffic and customer behavior. By conducting market research, businesses can gain valuable insights into their target market, allowing them to create more effective marketing strategies and make informed decisions about product development and pricing.

2. Product Development

Product development is the process of creating new products or improving existing ones to better meet the needs of target audiences. This includes researching and testing different features, designs, and packaging options. 

Businesses can use feedback from market research and customer data to inform product development decisions. For example, if customer feedback suggests that a product is too expensive, businesses can adjust the pricing or explore alternative materials to reduce costs. Product development is an ongoing process, as businesses must continuously update and improve their products to stay competitive in the market.

3. Pricing

Pricing Functions Of Marketing - TD Creatives

Pricing strategies play a crucial role in the success of a product. Businesses must determine the optimal price point to attract customers while still generating a profit. Factors to consider when setting prices include production costs, competition, and customer demand. Businesses can also experiment with different pricing strategies, such as offering discounts or promotions, to test what works best. 

Additionally, pricing can be adjusted based on market segmentation, to cater to different customer needs and preferences.

4. Promotion

Promotion is the marketing process of creating and executing a marketing plan to reach and persuade target audiences to purchase goods and services. Promotion includes advertising, public relations, and personal selling. Advertising is any form of non-personal communication through a medium, such as television, radio, print, or digital, that is intended to persuade an audience to purchase a product or service. 

Public relations, on the other hand, is the practice of building and maintaining relationships with the media, influencers, and the public to enhance a brand’s reputation. Personal selling is when a sales representative makes face-to-face or phone contact with a customer to persuade them to purchase a product or service. Businesses can use a combination of these strategies to reach their target audiences effectively.

5. Distribution

Distribution is the process of getting products or services to customers. Businesses must decide on the most efficient and effective channels for distribution. Retail stores, online platforms, and a direct-to-consumer model are all potential options. Businesses must also consider logistics, such as transportation and warehousing, when developing their distribution strategy

Additionally, businesses may need to adjust their distribution strategy based on market segmentation, as different segments may require different channels or methods of delivery.

6. Customer Service

Market Information – TD Creatives

Customer service is the process of providing assistance and support to customers. This includes addressing customer complaints, providing support and assistance, and ensuring customer satisfaction. Businesses can use feedback from customer service interactions to improve their products and services. Good customer service helps build trust and long-term relationships with customers, and it can be a major differentiator for a business in a crowded market.

7. Market Segmentation

Market segmentation is the process of breaking down the target market into smaller groups that share similar characteristics, preferences, or needs. By segmenting the market, businesses can create more specific products, pricing and promotion strategies to approach the different market segments. This allows businesses to more effectively reach and persuade specific target audiences, rather than trying to appeal to everyone.

8. International Marketing Management

International marketing management is the process of adapting products, prices, promotion and distribution to the culture and laws of the target country. Thus, it is important for them to adapt their products, prices, promotion, and distribution accordingly to the culture and laws of the target country.


Implementing these eight functions of marketing can help a business to attract and retain customers, increase brand awareness, and drive sales. By conducting market research, developing high-quality products and pricing them appropriately, promoting them effectively, and providing excellent customer service, businesses can achieve their marketing goals. 

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