Assignment on Diploma in Business (PDF)

ASSIGNMENT 1 FRONT SHEET
Qualification BTEC Level 4 HND Diploma in Business
Unit number and title Unit 2 Marketing Essentials
Submission date 10/08/2021 Date Received 1st
submission
Re-submission Date Date Received 2nd
submission
Student Name Ho Pham Linh Nhu Student ID TBS21010
Class GBS0908A Assessor name Nguyen T
Student declaration
I certify that the assignment submission is entirely my own work and I fully understand the consequenc
understand that making a false declaration is a form of malpractice.
Student’s signature
Grading grid
P1 P2 M1 M2

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Assignment Brief (RQF)
Higher National Certificate/Diploma in Business
Student Name/ID Number:
Unit Number and Title: Unit 2 Marketing Essentials
Academic Year:
Unit Assessor:
Assignment Title: Assignment 1 – The role and responsibilites of Marketing
Issue Date:
Submission Date:
Internal Verifier Name:
Date:
Submission Format:
The submission is in the form of an individual written report. This should be written in a course, formal
business style using 1.5 lines spacing and font size 12. You are required to make use of headings,
paragraphs and subsections as appropriate, and all work must be supported with research and
referenced using the Harvard referencing system. Please also provide a bibliography using the
Harvard referencing system. Any suspicions regarding plagiarism will lead to failure in results of the
assignment. The recommended word limit is 2,000 words, although you will not be penalized for
exceeding the total word limit.
Unit Learning Outcomes:
LO1. Explain the role of marketing and how it interrelates with other functional units of an organisation.
Assignment Brief and Guidance:
You are the Head of Marketing Department of Company X. Your company is in a downturn situation
and facing many difficulties. Hence, the Board of Director have been trying to cut down the costs as
much as they can. One of their decisions is to cut down the expense as well as human resource for
Marketing function as they think it’s not as important as the other functions in their business. A meeting
is held next week to finalise this decision, as the head of Marketing Department, you have to prepare a

report, which clarify the important role of Marketing function and its relationships with other functions of
the company, in order to persuade the BOD to change their decision.
In this report, you should be able to address the following subjects:
1. The definition and basic concepts about marketing.
2. The key roles and responsibilities of the marketing function in organizational context and in the
context of current marketing environment.
3. The interrelationship between marketing function and other functional units of a business.
You should also provide evidences (e.g. data, examples) to support your ideas.
Learning Outcomes and Assessment Criteria:
Learning Outcome Pass Merit Distinction
LO1 Explain the role of
marketing and how it
interrelates with other
functional units of an
organisation
P1 Explain the key roles
and responsibilities of
the marketing function.
M1 Analyse the roles
and responsibilities of
marketing in the context
of the marketing
environment.
D1 Critically analyse
and evaluate the key
elements of the
marketing function and
how they interrelate with
other functional units of
an organisation.
P2 Explain how roles
and responsibilities of
marketing relate to the
wider organisational
context.
M2 Analyse the
significance of
interrelationships
between marketing and
other functional units of
an organisation.

Table of Contents
Introduction: 6
Scope of Assignment 6
Structure Format 6
Definition and Basics Concepts of Marketing: 6
Overview of Marketing 6
Marketing Core Concepts 7
Needs, Wants and Demands 7
Marketing Offers: Product and Service 8
Customer Value and Satisfaction 8
Exchange, Transactions and Relationships 9
Marketing Development Path 10
General Development 10
Evaluation in Managerial Context 10
Key Roles and Responsibilities of Marketing: 12
Marketing Process in Organizational Context 12
The Essentials of Marketing in Current Environment Context and Applications 14
Digital Age 14
Globalization 15
Consumption Trend 15
Ethics Demand 16
The Interrelationship between Marketing Department and Other Functional Units: 16
Dependency Relationships 17
The Matter of Potential Conflicts 18
Conclusion 19
References: 20

1. Introduction:
1.1. Scope of Assignment
As we all know, our Firm, X, is going through a recession and facing many difficulties.
Although the Board of Directors has tried to cut costs as much as possible, it has raised one
serious controversy surrounding the recommendation to cut cost and human resources of the
Marketing Department as they thought it was not important as others. The below paper is the
representative for the Marketing Team to persuade the Board to make wiser consideration in the
upcoming meeting. Here, we offer some analysis to help clarify the important role of Marketing
functions. Moreover, we also illustrate the potential needs of the interrelationships between
these essential functions and others.
1.2. Structure Format
The format of the material is the definition and basic concepts of Marketing at first. Then,
we will go through the key roles and responsibilities of the Marketing function in today's
organizational and business environment. At last, it would be the relationship between the
Marketing and other functional departments of the company. In addition, we also give you some
evidence (such as data, examples) to support the above ideas.
2. Definition and Basics Concepts of Marketing:
2.1. Overview of Marketing
From the view of AMA (2017), “Marketing is the activity, set of institutions, and processes
for creating, communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large.” Besides that, according to Kotler and Armstrong (2004),
they summed the “Marketing” up to the brief “Managing profitable customer relationships.”
Typically, marketing practices are targeted at specific audiences and may include celebrity
endorsements, catchy phrases or slogans, memorable packaging or graphic designs, and
general media exposure.

2.2. Marketing Core Concepts
Figure 1: Five Core Marketing Concepts
2.2.1. Needs, Wants and Demands
The existence of unmet needs is a prerequisite for marketing activities. According to
Goodman (1968), a Need, such as food, shelter, clothing, respect, a sense of belonging, etc., is
a physiological connection and can be released through the consumption of products. But while
Needs are limited, there are many Wants. For example, food is a need that can be satisfied in
many ways (sweets, bread, rice, etc.). Standing from the view of a customer, when we have
many choices but without any specific intention. We tend to grab the goods that are most familiar
to us. So the Marketer's responsibilities in shaping the brand have the potential role in
strengthening the organization's attractiveness.
To sum up, Need and Want can turn into a single Marketing term, Demand. When not all
wants are transmitted into demand, which is supported by purchasing power and willingness of
customers, Marketers attach them with the alarming time. For that reason, the Marketing
Department always tries to influence demand by making the product attractive, affordable, and
common.

2.2.2. Marketing Offers: Product and Service
Figure 2: Service versus Product
Due to our firm marketing specialization, we would like to focus on defining products
(e.g., phones) and services (e.g., cleaning) rather than experiences. Above is a brief
demonstration of the differences between the two kinds of offerings, under the viewpoint of
Marketers. A product is an object or system made available to the consumer, and service is a
contract in which a physical product is not transferred from the seller to the purchaser. Products
are manufactured, stored, and shipped, but service is not. Service, normally, uses
worth-of-mouth during its execution, but the product depends on manufacturing (Hasa, 2020).
2.2.3. Customer Value and Satisfaction
Many controversies are surrounding these popular theories. We will sum it into four
categories (meaning, activation time, measuring approach, applications), as Cao (2020) proved:

Table 1 : Differences between Customer Value and Satisfaction
There is a close relationship between customer value and satisfaction, both of which
contribute to business growth. Suppose a customer bought a product from your store, and
because of the excellent service, they repeated the purchase. So, the cost/effort involved is now
lower. Moreover, the firm can also use customer value and satisfaction as proof in marketing to
spread information to the public as a good corporate reputation!
2.2.4. Exchange, Transactions and Relationships
Marketing occurs when people decide to satisfy their needs and wants through
"Exchange." It is the act of obtaining the desired item from someone by offering something in
return. The most important point, which is, each party is totally able to communicate and commit
as customers have the freedom to accept or reject the competitors and us. In this sense,
exchange or marketing does create potential value. It provides customers with more purchasing
possibilities. A "transaction" is the unit of measurement for marketing. In the firm case, currency
transactions involve the exchange of goods and services in exchange for revenue. The
transaction is part of the larger idea of relationship marketing. It is moving towards maximizing
mutually beneficial relationships with consumers and other stakeholders rather than any specific
individuals. And how to simultaneously bolster these requirements without a Marketing
Department?

2.3. Marketing Development Path
The basic idea of marketing,as an exchange process, originated in very ancient history
when people began to sell surplus crops or commodities in exchange for other things they
wanted. But until the industrial revolution, the development of mass production technology and
the separation of buyers and sellers have sown the seeds of the marketing that we recognize
today.
2.3.1. General Development
During the late 19th and early 20th centuries, producers didn't really need marketing
because products were scarce, and competition didn't develop enough. As markets and
technologies advance, competition intensifies, and businesses begin to produce ideals to sell
easily, following the "Sales Age." And over the 1950s and 1960s, organizations developed an
increasingly large and active sales force and more aggressive advertising practices.
Since the 1960s and 1970s, marketing has generally emerged from a strong emphasis on
post-production sales and advertising, and "marketing" is at best a peripheral activity, searching
for what customers want and making it. Customers occupy a fair position from the center of the
organization, the universe. Until the 1980s, it was widely accepted and reached its peak.
Historically, marketing has not evolved uniformly across all markets or products. Retailers
and many consumer goods organizations are pioneers in adapting to the demands of different
geographic markets and updating marketing concepts. However, the financial services industry
has newly embraced the direction of marketing in recent years. The current focus, up to now, is
on developing marketing directions, which can create value for customers and be able
simultaneously to be implemented in all industries (Raaij and Stoelhorst, 2008).
2.3.2. Evaluation in Managerial Context
Below, we look at a more precise definition of the alternative business methods described
above. We then describe the characteristic management ideas behind them and show how they
are used today.

Table 2: The Features of Five Management Orientations
According to Brassington and Pettitt (2013), the production concept is that consumers
prefer products with low prices available. Therefore, managers focus on improving the efficiency
of production and distribution. The product concept argues consumers will favor products,
focusing on continuous improvement. The concept of selling is usually practiced with unsolicited
goods such as insurance and blood donation that the buyer would not normally consider buying.
The industry must excel at tracking leads for profit. Furthermore, the marketing philosophy
believes that achieving the organization's goals depends on customer-centric sentiment and
responding better than the competitors. Much broader, the concept of societal marketing
questions whether the marketing concept ignores the potential conflicts between the short-term

needs and the long-term well-being of consumers. It requires sustainable marketing, socially and
environmentally responsible marketing to meet the current needs of consumers and businesses
while supervising the ability of future generations to meet their needs.
Figure 3: The Considerations Underlying the Societal Marketing Concept
Briefly, many major business and marketing thinkers are spreading the concept of shared
value, recognizing that social needs define the market, as well as current economic needs.
3. Key Roles and Responsibilities of Marketing:
In this section, we explore the practicality of implementing the marketing process and
show how marketing fundamentally affects the structure and management of the entire
organization. Then, we will apply them in the context of the current marketing environment
(digital age, globalization, consumer trends, and ethical needs). Moreover, the Marketing
Department also recommends some actions to proactive response over difficulties.
3.1. Marketing Process in Organizational Context
From the view of the world's leading pioneers of marketing, Kotler and Armstrong (2004)
successfully illustrated the simple process of Marketing, which combines:

Figure 4: The Simple Marketing Process
As mentioned, the Marketing staff, firstly, needs to understand five basic concepts that
this material has examined previously. Then they need to explore the "Marketplace," a set of
many people, groups, factors, which directly or indirectly affect the business run. Let's take a
look at the complexity of the organizational environment.
Figure 5: Major Environmental Forces
Marketing means managing the market and realizing profitable customer relationships.
The seller has to search for buyers, understand their needs, design an excellent market offering,
set its price, promote it, and store and deliver it. Marketers need to deal effectively with customer
relationship management because they face the competitors directly to serve the end-consumer
market.
Once fully understanding consumers and the market, the marketing department can
design customer-oriented marketing strategies. Here, we define marketing management as the
art and science of selecting target markets and establishing profitable relationships with them.
The goal is to find, attract, retain and develop target customers by creating, delivering, and
communicating outstanding customer value.
After illustrating the segmented customers and how to create value for them, the marketer
then develops an integrated marketing program that builds customer relationships by turning

marketing strategy into action. It includes the Company's Marketing Mix, written by Booms and
Bitner (1981), a set of marketing tools used to execute its marketing strategy. This helps the firm
stand out from the competition with an offer that meets our customers' needs.
Figure 6: Seven Ps in Marketing Context
The fourth and the most important step: construction and management of highly profitable
customers. In this broader sense, the management of customer relationships is the whole
process that builds and maintains a highly cost-effective customer relationship by providing good
value and customer satisfaction. Today, all industry is segmenting more carefully their
customers, more direct and sustained relationships.
The last step is to aggregate sales, market share, and profitability to capture value in the
form of profits. The result of creating value for clients is a larger long-run return for the company
and loyalty maintenance, market share, and capital.
3.2. The Essentials of Marketing in Current Environment Context
and Applications
In fact, the landscape for doing Marketing business is not as simple as the previous time.
In the next part, Kotler and Armstrong (2016) briefly describe four key transformations.
3.2.1. Digital Age
Wise marketers are using the Internet to imply an integrated multi-channel strategy, which
drives sales. In the online exchange process, the customer initiates and controls contact. They

can look for better deals and receive price matching suggestions while shopping online. By
2020, more than 2 billion people were buying goods and services online, with worldwide retail
sales exceeding $ 4.2 trillion that year (Statista, 2020). Therefore, online marketing requires a
constantly updated marketing approach. The following is one recommendation. Create a flexible
website on the latest marketing stack. But more than simply creating a site, companies need to
make it attractive, easy to use, and convenient to attract, retain and bring back visitors.
3.2.2. Globalization
It is difficult to find an area of marketing that does not contain the minimum international
elements. In extreme cases, global companies use globally standardized global marketing.
Others use adaptive global marketing to tailor their marketing strategies, mix them into each
target market, and expect more market share and revenue at a higher cost. Take a look at
Coca-Cola, a truly global company. From anywhere in the world, we can find Coca-Cola
products at a distance that almost everyone can sell. Like many companies, the biggest growth
opportunities are in international markets such as Africa:
“Coke is, in a sense, sticking its hand into a bees’ nest to get some honey.”
Consider Vietnam's international trade as a percentage of GDP in 2017 exceeded 200%.
This is the highest of any country, with over 50 million people in World Bank data dating back to
1960 (Kopf, 2018). However, globalization is a matter of degree. Most international marketers
suggest that companies should strike a balance to be better.
3.2.3. Consumption Trend
In addition, organizations need to know that their environment includes both the current
operating environment and broader issues and trends that affect long-term business. First, let’s
go back to 2007 and think about GPS technology. Twelve years ago, Garmin and TomTom were
the two largest manufacturers. Since both brands only focused on each other, Google attacked
them and started to provide free applications, which was the current trend. Discovering trends,
such as Google, is essential for brands to stay fresh and competitive. The key is to track direct
competitors and those who can indirectly influence sales. It also tests brand awareness in the

product market space. All in all, if the Marketing Department doesn't keep up with the trend, the
business may end. The current viral practice, TikTok's system, takes proactive steps to promote
obsessive-compulsive behavior. And the number of clearly working TikTok users has dropped
from 54 million to 689 million for the first time in two years (Hutchinson, 2020).
3.2.4. Ethics Demand
In the worldwide consumer movement and environmental science, today's marketers are
called to develop sustainable activities. The aim is to find ways to earn profits by serving instant
needs, and the longest benefits of customers and their community are potential. The company
meets the needs of providing company policies and guidelines to help its managers deal with
questions about marketing ethics. Even the best instructions can not solve all the difficult moral
decisions of individuals and companies. The managers need to look further than legal and
permitted and developed standards based on personal integrity, conscience, and long-term
consumer protection. According to Ethics and Compliance Initiative (2020), in 2020, one-fifth of
US employees worked in ethical and cultural workplaces 2020, compared to one-tenth of 2000.
Globally, 14% of our employees work in organizations with a strong ethical culture.
Applying in one specific practice, an ethical footwear brand, Toms, enjoyed great success
making shoppers feel good about buying shoes by giving away a pair of canvas sneakers for
each trading. Updating to the current situation, that last promise was replaced by the
commitment to donate one-third of firm profits to other non-profit organizations to encourage
mental health, eliminate gun violence, and improve education access. Due to those widespread
marketing efforts in convincing society to live more ethically, Toms has had a record year while
its competitors were affected by the closure of stores in the pandemic phase.
4. The Interrelationship between Marketing Department and
Other Functional Units:
In this section, we will explore deeper into the second and third steps of the Marketing
Process. The purpose is to analyze the interrelationships between Marketing and other

Departments (e.g., finance, accounting, purchasing, operations, information systems, HR) in a
typical firm.
4.1. Dependency Relationships
The strategic plan of the company determines the business style that the company will
operate and its objectives. Each department of the company can be considered a link in the
company's internal value chain. Following St. Andrew's Scots School (n.d.), we bring the overall
practices of other departments to customers, supervise the satisfaction, and alert relevant
departments as fast as possible so the firm can overcome them with a minimum rate of
cockroaches.
The marketing department should work closely with the production department to plan
appropriate R & D to meet the needs of current and future customers. The marketing
department may set a deadline that allows the production department to expand its capabilities.
Marketers are advised to launch the product as soon as possible to ensure a competitive
advantage, while production thoroughly tests and develops products to see if it meets
requirements.
The marketing department should work closely with the Finance Department to ensure
that it has a sufficient budget to meet the needs of research, sales promotion, and distribution.
The finance department wants all departments to function within their allotted budgets, while
marketing focuses on building sales volume and market share.
The Human Resource Management department will have many organization-wide
recruitment and training needs. It must balance the obligations with marketing and ethical trends,
especially. Therefore, the marketing department must work closely with HRM to ensure
adequate skills and staffing levels to research and develop new product ideas and meet
production goals and societal requirements.
Many successful organizations (e.g., Sony, Nestlé, and Unilever) ensure that all functions
within the organization are focused on the customers, and the marketing role is as an integrating
function. Its commitment is to alert relevant departments as fast as possible so the firm can
overcome them with a minimum rate of cockroaches.

4.2. The Matter of Potential Conflicts
In reality, the relationship between sectors is full of conflict and misunderstanding. The
marketing department is introducing a consumer perspective. However, when marketing tries
to increase customer satisfaction, other kinds of conditions are likely to deteriorate.
Let’s get into one serious conflict that we can easily see between Marketing and its main
poignant mate, Finance. In terms of accounting and credit, when the finance department
contacts customers, it is recommended that the finance department standardize prices and
procedures as much as possible for ease of management. Accountants are advised to impose
strict credit terms and short credit periods and only deal with customers with proven credit
history. However, marketing reminds us of the flexibility to use credit terms as part of the
negotiation process and use price discounts as a marketing tool.
There are also many legal conflicts between Production and marketing. One of them is
quality control problems. The myth is, marketers may think producers work slow due they don't
want to work hard. In reality, production wants to slow down to make higher quality products and
reduce returns and customer complaints. Marketing managers may need to directly step in to
determine if it is worth working slow to ensure the quality. (Johnston, n.d.)
At last, let’s consider some conflicts with the Sales Team. Salespeople tend to focus on
potential customers in front of them and develop strategies based on their last successful sales
method. Their main complaint about marketing is that they are not in contact with customers.
Specifically, the marketing department overpriced products, designing products with wrong
characteristics, creating marketing materials without bothering to learn the correct language to
talk to potential customers, and wasting a lot of money on advertising, which could have been
more expensive to sell (The Hartford, n.d.).
In general, a company's success depends not only on how well each department
performs its business but also on how well multiple departments coordinate their activities.
However, marketing measures can increase purchasing costs, disrupt production schedules,
increase inventory, and cause budget problems. Therefore, other departments can resist the
efforts of the marketing department.

5. Conclusion
In summary, marketing plays an important role in a company's strategic planning in many
ways. First, it provides a guideline philosophy that the marketing company strategies should
focus on building beneficial relationships with important consumer groups. Second, marketers
inform strategic plans by identifying attractive market opportunities and assessing the company's
potential to capitalize on them. Finally, in each business unit, we design a strategy to achieve the
purpose of the marketing unit. Once the unit's goals are set, the marketing's work will help them
run healthily. So, from the view of Efficient Marketers and Productive Employees, we agree that
the corporation shouldn’t eliminate the Marketing Department for reducing cost.

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