Whether you’re brand new to marketing or have been in the game for a long time, a solid understanding of the basics is crucial to your ongoing success. 

Of course, creativity and innovation are vital qualities in any successful digital marketing campaign. 

However, every strategy will always have the same fundamental goals and purposes behind it. That’s where the seven functions of marketing come in.

3. Product Management

Your brand’s products are ultimately only as good as their ability to meet your customers’ needs. However, this involves more of a process than some marketers are prepared for. 

The world’s most iconic products didn’t become what they are after just one lucky attempt at putting something great out there. 

It’s weird how easy it is to underestimate the role of patience in product management. People often imagine legendary products as these instant classics, like someone just snapped their fingers and—boom—it worked. But actually, tweaking, iterating, and occasionally throwing out a bad idea altogether is where most of the magic happens. Even Steve Jobs, famous for his sense of style and “I know it when I see it,” spent half his time quietly testing and reworking until things clicked. So, if you’re feeling impatient with your own process, maybe that’s just part of the whole deal—nobody really gets there on the first try anyway.

Instead, they evolved thanks to marketing teams that prioritized:

• Thoroughly researching competitors, as detailed knowledge of competing companies is essential if you’re going to outstrip them.
• Obtaining and listening to valuable consumer feedback, both before and after product launch.
• Making sure feedback comes from a combination of both internal and external sources to help improve production processes.
• Conducting thorough market research on similar products favored by the target demographic, the better to understand what customers want and how to give it to them.
• Brainstorming and collaborating with other teams within the company to facilitate effective, seamless implementation of crucial ideas.

4. Pricing

Choosing the right price for a product or service is a delicate balancing act.

 Naturally, the company responsible for production needs to not only cover the costs of making it but turn a fair profit. 

However, the customer on the receiving end also needs to feel the product brings enough value to the table to justify the price.

Hitting the right price point isn’t just about offering something as cheaply as possible, either. 

Set the price point on a good product too low, and customers will begin to doubt its value. 

I’ve watched pricing experiments backfire in real time—sometimes a big discount tanks perceived quality overnight. That fine line between value and suspicion is easy to overlook in the rush to move units or shake competitors. On the other hand, every once in a while, you’ll bump a price up and notice customers suddenly treat the product like it’s something special, as if higher cost makes it more trustworthy. Weird logic, but it happens. So yeah, knowing your audience (and their quirks) can be just as important as nailing your margin targets.

That said, perceived brand value directly affects the pricing strategy you should adopt for your goods and services.

Who are your customers, how do they perceive your brand, and what do they expect to pay for a product like yours? 

For example, are you a luxury brand, like Chanel or Louis Vuitton, or is your brand philosophy all about value, like Old Navy or The Gap? 

The answers should guide your pricing decisions.

5. Marketing Information Management

Every successful marketing strategy involves the collection and analysis of data. 

Without data, you’re simply left guessing as to how well your efforts are working, and you would rather not leave the success of your business up to chance like that.

The key to making informed business decisions across your entire company is collecting and storing comprehensive data related to your customers, web traffic, demographics, and so forth. 

So not only should yours be discussed in detail throughout your marketing department, but it should be shared liberally with other teams as well.

Web analytics and sales reports aren’t the only sources for relevant, helpful data. Make sure you also include options like the following in your efforts:

• Online reviews
• Information related to social media engagement
• Market research reports
• Direct surveying of both existing and prospective customers

6. Financing

If you’re a marketer who’s never given much thought to how financing plays into marketing, you’re not alone. 

Funding and financing aren’t as widely discussed as the other marketing functions, but that doesn’t make them less critical.

It also doesn’t change the fact that they’re very closely related to marketing.

Without financing, your business doesn’t really exist, nor does your marketing department. 

You need funding to maintain product production, open stores, and explore new business initiatives. 

Meanwhile, marketing is the key to ensuring customers keep making purchases so that you can keep your doors open.

Financing doesn’t just address the costs of doing business. It’s also about how you’ll handle money when dealing with your customers’ transactions. 

For instance, will you offer them credit, loyalty programs, or other payment options beyond the usual?

7. Distribution

Once you’ve successfully marketed and sold your wares to your customers, you need to deliver those products into their eager hands. 

That’s where distribution comes in — the process of actually transporting what you sell to the people who buy it. 

These days, those methods could encompass just about anything, including:

• Traditional retail stores
• Catalogs and magazines
• Wholesale outlets
• Online stores and websites
• Person-to-person sales calls

Although a business may well utilize more than one distribution channel for its purposes, it’s still up to marketers to determine the best fit for a particular product or audience. 

For example, where are your would-be customers located, and how do they prefer you to handle distribution? 

And as with many of the functions of marketing, successful distribution requires thorough collaboration between all your business departments.

Functions of Marketing FAQs (Frequently Asked Questions)

How many main functions does marketing have?

Marketing typically consists of four main functions (4 Ps): product, price, place (distribution), and promotion. However, some modern marketing frameworks may include additional elements like marketing information management, financing, and distribution.

How do the 7 functions of marketing work together?

The seven functions of marketing, which include product, price, place, promotion, people, process, and physical evidence (or packaging), operate synergistically to address various aspects of the marketing mix. Together, they form a comprehensive strategy for understanding customer needs, creating compelling offerings, reaching target markets, and building strong brand relationships.

Wrap Up: Ensure Your Success with a Robust Marketing Strategy

Cultivating a successful marketing campaign isn’t the type of thing you do just once. 

Trends come and go. Demographics change, and your usual clientele’s core tastes will evolve. 

Therefore, regularly evaluating and updating your marketing strategies using key concepts like the seven functions of marketing is an integral part of staying ahead of the game.

And remember, no strategy can survive without high-quality content that answers your audience’s inquiries.

So, are you ready to kick your marketing strategy into high gear and prepare to have the best year ever?