A new magazine is to be launched for all employees in the company and business partners' organisations. The magazine's editor has contacted you in your capacity of Marketing Executive to write an article on the use of marketing in the organisation. The style of the new magazine is stated as "professional and interesting, academically sound but based in the real world".
Your report is to produce an interesting article based on your organisation, with up to three visual illustrations if appropriate. Different sections of the article should cover:
- marketing as an exchange process, a philosophy of business, and a managerial function
- how marketing creates customer value in your organisation
- market segmentation in your organisation
- the role of marketing research and information in your organisation