Essentials of Marketing Concepts

This assignment delves into fundamental marketing principles. It examines key concepts such as market research, segmentation, targeting, positioning, the marketing mix (product, price, place, promotion), and consumer behavior. The content draws upon various marketing textbooks to provide a comprehensive overview of essential marketing knowledge.

MARKETING ESSENTIAL

INTRODUCTION
Marketing is an important element that assists to accomplish desired goals and objectives
in systematic manner at workplace. In this regard, enterprise determines advertisement and other
activities of the business on the different level or the market that helps to ascertain more profits
at workplace. Therefore, customers are satisfied with distribution facilities of the company to
produce effective results at workplace (Brychkov, Brychkov and Domegan, 2017). In this
context, present report based on the Morrison which is the one of the largest supermarket of the
UK and produce effective results in the country. They determine their several activities that
assists to promote effective functioning in the different areas of the world. For gaining insight
knowledge of the company, present report covers roles and responsibilities of the marketing
functions that make creative results in the selected business unit. Furthermore, it includes 7ps
that determines business operations and functions in the different areas of the world. At last,
marketing plan has been ascertained that assists to make more effective functioning at
workplace.
LO 1
P1 Roles and responsibilities of the marketing functions
Following are different elements exists in the marketing functions that assists to attain
desired results at workplace:
 Distribution: Therefore, they are able to deliver effective products to the customers. It is
the crucial element which taken by the Morrison. Marketing manager need to conduct
proper research towards customer demand and then distribute their products and services
(Mueller, Rischkowsky and Sölkner, 2015).
 Financing: Therefore, marketing manager has responsibilities to take actions properly
that assists to manage their operations in systematic manner. With the help of proper
financing, they are also able to attract many customers at workplace. In this regard,
different investment, loans, advertisement, etc. elements included that need to be
ascertain in same perspective (Malhotra, Birks and Wills, 2013).
 Pricing: In this regard, they need to analysis main functions that make creative
functioning in the business unit. Price is the crucial element that assists to attract different
customers at workplace. Therefore, products are marketed successfully in different areas
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of the world. Beside this, Morrison need to assess competitors of the company that are
exists in market to ascertain more effective functions at workplace. With the help of
strong price competition, effective working will be ascertain at workplace that assists to
solve business issue in systematic manner. In order to solve the issue and problem of the
McDonald's supplier has responsibilities to provide qualitative elements at low cost
which assists to reduce cost of the business operations at workplace (Clow and James,
2013).
 Product and service management: Hence, customers could be satisfied from the
effective elements of the organisation. Demand and needs of the customers changes in
fraction so that it is essential Morrison need to take decisions to make them loyal towards
the business. For instance, currently demand of the customer continuously increasing so
that the business need to treat them through listen them in systematic manner. As results,
marketing department pass their information to create interaction with client at regular
basis. It also assists to assess the different opportunities that are taken by the chosen
organisation and create opportunities to launch products in new market and sector.
 Promotion: Therefore, they attract new customers that assists to create advertisement
and ascertain the view of different people at workplace. Views of the different customers
and challenging market of the other organisation also require assessing by Morrison to
identify their operations in systematic manner at workplace (Mueller, Rischkowsky and
Sölkner, 2015).
 Selling: In this regard, interrelated functions ascertain at workplace that develop
marketing elements which is responsible for sales of the company. With the help of
increasing awareness and advantages of the products, profits and revenue will be
increasingly in different areas of the world. Therefore, advertisement is the important
function that assists to Morrison for attain more profits and revenue at workplace. As per
the customer demand and requirement, they need to possess their operations (Brychkov,
Brychkov and Domegan, 2017).
P2 How roles and responsibilities of the marketing relate with the wider organisational context
In every enterprise has different departments in which they determine several activities in
successful manner. In this way, organisation able to attract their several customers at workplace
to accomplish desired goals and objectives. In Morrison, there are different department such as
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administration, financial, human resource management, marketing, sales promotion, etc. All
departments work in significant manner to develop their profits and revenue in systematic
manner. In this regard, marketing department has relations with several departments that assists
to accomplish desired decision in systematic manner.
 Sales and operational department: In respect to work in significant manner, Morrison
determines several activities in different areas of the world. Therefore, they ascertain
their objectives and goals to produce the best products and services at workplace.
Marketing department of the organisation conduct research in different aspect that assists
to provide relevant information which can be operated in the sales department (Clow and
James, 2013).
 Finance department: Marketing department also needed funds that assist to promote
products and carry different activities at workplace. Finance department also determines
proper amount of fund through they are able to deliver effective results at workplace. In
this way, strategies and advertisement of Morrison develops at workplace that assists to
accomplish desired results at workplace. Different advertisement of the products create
more specific style to attract customers at workplace (Malhotra, Birks and Wills, 2013).
 Marketing and distribution department: Distribution department also related with the
marketing department that assists to accomplish desired results in systematic manner. In
this way, both department work together to attract several customers at workplace of
Morrison. In this way, skilled and efficient employees are selected to undertake different
activities in the business unit. These two department are interrelated to work together and
carry functions for business development activities. Further, location and attract to
customers also design in this way that make effective functioning in the business unit.
Beside this, there are different department exists in which company work together with
marketing department to complete their functions as the ICT, customer service
department, etc. (Clow and James, 2013).
From the above analysis, it can be interpret that roles and responsibilities in the Morrison
determines creative functions and operations at workplace that assists to meet with effective
results at workplace. In this regard, the chosen organisation able to create different activities that
assists to promote effective functioning in the business unit. Advertisement also put that assists
to accomplish more effective functions at workplace. Marketing department of the company
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develop their target market that assists to develop effective functioning in the enterprise. Further,
skilled members nee d to develop their performance to produce effective functioning at
workplace (Clow and James, 2013). Therefore, marketing environment assist to make
competition that based on the different functions of the organisation. It also assists to considered
business activities that are based on the marketing research which is important to make sure that
each person could easily focus on the areas for development.
LO 2
P3 Compare 7ps elements of the marketing mix of Morrison and other business
In respect to ascertain the different activities and task, there are different elements exists
in front of Morrison for ascertain creative functions and operations. In this way, marketing mix
of the company has been identified that make creative operations at workplace to develop the
target market. However, there are different competitors exists who also develop their marketing
mix to produce effective results at workplace. Comparison of the marketing mix consist in
Morrison and Tesco that assists to produce more effective functions at workplace:
Basis Morrison marketing mix Tesco marketing mix
Product Morrison determines their
effective operations and
functions to carry different
programs at workplace. In this
regard, the company provide
wide variety of products and
services through they can
attract several customers at
workplace (Brychkov,
Brychkov and Domegan,
2017). The chosen company
has value led grocer and they
are also focused to produce
fresh food. With the help of
high quality in the products
As compare to this, Tesco
cover huge range of the
products that can be
determines from the different
stores. Products offering is
very vast so that it assists to
cater needs and requirement of
the customers from ascertain
different segments in the
market. In this regard, product
strategy also develops as the
marketing mix of Tesco which
develop different variety by
the company. In this context,
the chosen organisation offers
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and services, the company able
to create successful operations
in different areas of the world.
They operate their functions in
different brand such as
Morrison Celler, M Kitchen,
NuMe, etc.
food, pet care products, frozen
food, gaming products, etc. In
addition to this, they are also
supplying products such as
health and beauty, clothing,
jewellery, etc.
Price Further, price is the another
element due to which customer
choosing to purchase of the
products and services from the
Morrison. In this regard, the
selected business continuously
develops their products and
services improvement through
offer products at low price.
They also ensure that price is
not a cause to shop any other
place by customer. Morrison
operating their products and
services as the premium
pricing, promotional pricing,
etc. The company also match
with more cards for determines
effective quality in the
products and services
(Anderson, Sweeney and
Cochran, 2014).
Further, Tesco follow cost
leadership strategy to select
the price in systematic manner.
In this regard, the company
using economies of scale and
best channel for the
procurement and maintain low
prices as well. In addition to
this, the company also works
with their suppliers to
improves and ascertain
effective supply chain at
workplace. In this regard, the
company also brought down
efficiency to reduce their price.
They are taking cost of an
average work performance in
systematic manner (Bryson
and Daniels, 2015).
Place There are several areas exists
where Morrison operating their
Tesco operate their functions
and operations in more than
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functions and operations. In
this regard, the company serve
their operations and functions
in different areas of the world
such as UK, China, etc. In
addition to this, the company
has more than 660 stores in all
over the world that assists to
meet with effective functions
and operations of the country.
There are more than 117000
employees are working that
assists to accomplish desired
results in systematic manner.
Wide geographical presence
also determines the place and
distribution strategy to the
Morrison that assists to create
effective functioning at
workplace. The chosen
company is the second largest
company on the basis of
selling fresh food products.
Therefore, it also create
effective functioning at
workplace to produce effective
results at workplace (Karasar
and Öztürk, 2014).
6900 stores in all over the 11
nations of the world.
Therefore, the company able to
deliver effective results at
workplace. They possess
different functions in several
kinds of stores such as Tesco
Metro, Tesco Express, Tesco
Extra, etc. The company has
very large supermarket so that
they are able to sell their
different kinds of products and
services in all over the
country. In addition to this, the
chosen company also offering
smaller stores which is
important to ascertain high
margin of the products and
services in different nations.
Further, the company also
deals with the smaller stores in
which less margin of the
products profits and revenue
ascertain at workplace. With
the help of separate brand of
the stores the company able to
deliver effective results at
workplace (Brychkov,
Brychkov and Domegan,
2017).
Promotion In addition to this, Morrison However, Tesco has the strong
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also work with the several
suppliers who can take part to
produce effective results at
workplace. In this regard,
farming of the company
remains the competitive
advantages and make
sustainable. The selected
business unit also offers lower
price for the products and
services that assists to meet
with effective results at
workplace. With the help of
improvement in the quality
and design, the organisation
able to produce effective
results at workplace. It is the
best way to attract customers
at workplace (Illing and
Anders, 2016).
brand image in front of
customer which make effective
results to operate functions in
different areas of the world. In
this regard, they are offering
their products and services at
very low cost so that
customers could be attracted in
systematic manner. With the
help of personalised
discounted and offers, the
company can easily develop
their target market at
workplace. As results, it is the
systematic process which
assists to make high service
marketing brand in all over the
world (Griffitts, 2016).
People Along with this, the chosen
organisation also tries to
develop job opportunities at
workplace that assists to meet
with effective functioning at
workplace. In this regard, local
people of the country are
important part which make
effective results at workplace.
In addition to this the chosen
organisation also employed
On the other hand, Tesco is the
leading retail brand which
employing more customers at
workplace. In addition to this,
there are several workers work
together who produce effective
functioning at workplace to
develop the target market in
systematic manner. In this
aspect, the company getting
correct people for the
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qualified people such as
butchers, bakers, fishmongers,
etc. Almost more than 12
million buyers are
continuously visiting store per
week that assists to create
effective brand image to work
as the supermarket chain
(Mueller, Rischkowsky and
Sölkner, 2015).
organisation and who give
their efforts at workplace. In
order to promote the products
and services the company also
using different advertisement
techniques that assists to
develop target market at
workplace (Walliman, 2015).
Process Moreover, the selected
business offers multi channels
experience for ascertain
convenience and online stores.
The company also choose
better outcomes with
implement low price at
workplace. As per the
permanent basis, market stores
make easier and pleasant place
to shop. With the help of
consistent customer
communication, the company
can also lead with delivery of
the distinctive shopping
environment that assists to
develop range of fresh food
and giving flexibility to choose
products as per their
requirement (Rowley, 2016).
Process assist to develop
effective functioning at
workplace that make creative
advantages as well. In this
regard, Tesco followed their
process to make their brand
image in front of customers
and kept in their mind as well.
It designed with the deviations
from the policies and
procedure to kept the
minimum. There are several
factors exists that are
considered and accessibility
with service features for the
effective level of production
(Lukito, Lukito and Arifin,
2015).
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Physical evidence In addition to this, Morrison
also run their functions and
operations in more than 600
stores in different areas of the
world. Therefore, they are
operating as the national centre
and different regional
distribution centres. The
selected business also presence
in all over the UK market so
that they cover online
coverage, distribution centre,
manufacturing units, etc. The
selected business also
determines offered activities
that are covers for marketing
mix of the company (Clow and
James, 2013).
Physical evidence stand for the
authenticity of the products
that are provided to customers.
In this regard, Tesco using
creative packaging, colours,
logos, etc. elements that assists
to measure success of the
organisation. It assists to
compete with others. The
stores of the organisation also
used physical evidence that
assists to compete with other
organisation. Brand of the
products and services develop
in the systematic manner that
assists to create truth with
customers. It assists to develop
effective functioning at
workplace of the chosen
organisation (Rudden, 2016).
P4 Produce effective marketing plan to meet with goals and objectives
In respect to make effective functioning, there are different aspects in which marketing
plan ascertain more profits and revenue at workplace. There are several activities exists through
Morrison need to develop their performances in systematic manner.
 Executive summary: In respect to ascertain effective functioning, there are several
elements exists in front of the Morrison to ascertain high profits and revenue. In this
aspect, different elements exists in front of the organisation in which they assess market
and develop profitability in systematic manner. For analysis the marketing plan, the
company use overview, situational analysis, external environment analysis, target market,
etc. (Baines, Fill and Page, 2013).
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 Company overview: Morrison is the one of the largest retail sector store which classified
in different products and services in the international market. The company develop their
profits and revenue through operate functions in different areas of the world. Therefore,
profitability and performances will be develops in significant manner. With the help of
successful operations and functions, the company operating their functions in more than
36000 branches through they can enhance their capabilities and productivity at workplace
(Malhotra, 2015).
 Marketing situation analysis: In this way, Morrison need to identify several factors
which are exists in the internal factors that assists to create effective functions and
operations in the business environment. In this way, different perspective exists in front
of the company that assists to identify their financial performances, opportunities, threats,
strength, etc. It is the important perspective that make effective results through managing
different activities at workplace. Marketing improvements also create effective results at
workplace that make proper functions and operations to carry research in significant
manner (Malhotra, Birks and Wills, 2013).
 External environment analysis: In respect to identify international market, there are
several aspects exist that assists to make decisions in the business. It is the best way to
organise different activities in market by the chosen business (Berkowitz, 2016). Hence,
Morrison need to assess the market and its environment where they are operating their
activities. For example, using PESTLE analysis, Porter five force analysis, etc.
 Identify target market: In respect to assess the target market, the chosen organisation
has responsibilities to develop their functions and operations in systematic manner to
target them. It is the creative aspect for Morrison to produce effective results at
workplace. It makes easier functions and operations of the company that need to develop
target market in systematic manner (Dibb and Simkin, 2013). According to the target
market requirement, the business need to develop their functions and operations in the
business unit.
 Conduct research: Further, Morrison need to conduct the research through they can
attract several customers at workplace in easy way. It is the best way to meet with goals
and objectives at workplace. It is very important to increase profits and revenue at
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workplace. As per the customer need and requirement, the chosen organisation need to
develop their operations in different areas of the world (Brassington and Pettitt, 2013).
 Evaluate the research: In order to evaluate the research, researcher has responsibilities
to ascertain their effective functioning at workplace. It is the best way in which the
organisation able to deliver effective products and services in the market. Therefore, they
are able to create several advantages for the people to ascertain more profits and revenue.
 Using different channels: With the help of different communication channels, the
organisation has responsibilities to ascertain their activities that assists to meet with goals
and objectives (Pike, 2015). Therefore, they are able to deliver more effective functions
at workplace. It is the systematic process in which Morrison able to communicate about
their products and services to different people.
CONCLUSION
From the above report, it can be concluded that Morrison has effective functions and
operations through they are able to deliver effective results at workplace. In this way, they
ascertain their several activities which make more productive results at workplace. Furthermore,
report summarised about their marketing functions and its roles, responsibilities that assists to
meet with effective goals and objectives at workplace. It creates several advantages in the market
that make more productive functions at workplace. With the help of marketing plan, the
organisation able to deliver creative results in the new areas of the world. Therefore, it is crucial
advantages for the company to make effective functions and operations at workplace.
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