Amazon Marketing Essential: Doc
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Added on 2021-02-19
Amazon Marketing Essential: Doc
Added on 2021-02-19
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Marketing Essential
Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................3P1 Key roles and responsibilities of Marketing function.......................................................3P2 Role and responsibilities of marketing relate to wider organisational context.................5TASK 2............................................................................................................................................7P3 Compare ways in which different organisations apply marketing mix to marketingplanning to achieve business objectives.................................................................................7TASK 3..........................................................................................................................................10P4 Marketing plan for an organisation.................................................................................10CONCLUSION..............................................................................................................................14REFERENCES..............................................................................................................................16.......................................................................................................................................................17
INTRODUCTIONMarketing is referred as activities which are taken by organisation in order to promotepurchase and selling of goods and services. This is done through help of various selling,advertising, delivering goods to business or consumers (Baker, 2016).It is also regarded asmanagement and study of exchange relationship. Marketing helps in creating relationship andsatisfying consumers. It is considered as collection of institutions, activity, procedure forcommunication, creation, exchange and deliver offerings which has value for clients,community, society, clients, partners and others. It is very important for organisation to haveproper marketing channels so that business can achieve goals and objectives in effective manner.The given assignment is based on Amazon which was founded in 1994. It is multinationalorganisation dealing in various products and services. It focuses on digital streaming, e-commerce, artificial intelligence and cloud computing and regarded as one of four bigtechnologies. Amazon has initiated business by selling books online and later on expanded tofurniture, clothing, jewellery, video games, apparel, jewellery and others. This report coversvarious role of marketing and their interrelationship with other functional units of organisation. Italso covers comparison of organisation of marketing mix to achieve overall business objectives.Lastly, marketing plan has been prepared to achieve goal of firm. TASK 1P1 Key roles and responsibilities of Marketing functionAccording to Philip Kotler, marketing is defined as science and art of creating,delivering, exploring value in order to satisfy needs and demand of their target market forearning profit. Marketing helps in identifying unfulfilled desires and needs of their consumers. Itmeasures, defines and quantifies various size of market and their potential consumers (Barrales‐Molina, Martínez‐López and Gázquez‐Abad, 2014). There are different roles of marketing which helps in promotion of firm and mission ofcompany. The marketing department helps in reaching their prospectus, investors and customersthat represent corporation image in market (Functions of Marketing, 2019). The roles andresponsibilities of marketing function are as follows:Product Design and Development- The designing of product plays an essential role inselling of product. Here, organisation whose goods are designed in better and attractive manner
leads to sell more than those whose designing is weak. The product design and development canhelp Amazon in better manner to achieve competitive advantage. This should be developed oncontinuous basis so that consumer gets attracted to organisation and their products. The role ofthis function helps in attracting large number of customer towards products and their services.Responsibilities of product design and development functions is to hire skilled and talentedemployees for designing of products and services. They should consider requirements ofconsumers so that proper execution can be done. Also they need to analyse any issues relatedwith product and solve it timely. Financing- It is the most important marketing function for each and every organisation.The finance manager of Amazon should make proper planning and budgeting for their businessand accordingly allocate funds for various department. The equal division should be made forevery department such as marketing, operation, production and others. This function ofmarketing requires highly skilled and capable person so that better outcome can be achieved(Beck and Reichert, 2012). The main role of financing marketing is to acquire and utilise fundsfor carrying operations in effective and efficient manner so that goal and objectives can beachieved. The responsibilities of financing functions are to make proper planning, controlling,reporting, short and long terms business strategy. Customer Support- Customer are considered as king of market. It is crucial functions ofmarketing which helps consumers to offer help and support whenever required. Amazon shouldprovide various services to consumers in terms of after sale services, technical, solvingcomplaints of consumers, maintenance and credit facilities. This can provide satisfaction toconsumer, helps them for competitive edge and encourage them for specified goods and services.The role of customer support function is to assist consumers and solving their queries andcomplaints. Their responsibilities are to provide them proper information about goods andservices, answering their questions in effective and efficient manner. This can help them inachievement of goals and objectives in better and effective manner. Marketing Information- It is an essential functions of marketing which helps ingathering information about market and their workplace. This helps in knowing about consumerneed, price they can pay, types of advertisement required for creating awareness and others(Bigat, 2012). Amazon is large e-commerce business which requires lots of market informationfor knowing about their consumers and requirement. The role of marketing information is to
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