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TNA67 Pearson BTEC HND in Business

   

Added on  2020-04-21

17 Pages5220 Words51 Views
Running head: Marketing essentials Marketing essentials

Marketing essentials Table of ContentsIntroduction.................................................................................................................................................3Task 1..........................................................................................................................................................3Concept of marketing and current and future trends................................................................................3Different marketing processes.................................................................................................................4Roles and responsibilities of marketing manager in the context of the organization...............................6How marketing influences and interrelates with other functional department of the organization...........7Value and importance of the marketing roles in the context of the organization.....................................8Significance of having effective interrelationship between different functional department of the Unilever...................................................................................................................................................9Task 2........................................................................................................................................................10Elements of marketing mix to achieve overall business objectives........................................................10Task 3........................................................................................................................................................11Marketing plan for Unilever..................................................................................................................11Conclusion.................................................................................................................................................14References.................................................................................................................................................142

Marketing essentials IntroductionThe report outlines the roles of marketing to gain the long-term mission and vision of the Unilever. It explains the different marketing processes. It tells that how the marketing influences other functional departments of the company. It describes the marketing mix strategies to achievethe overall business objectives and goals. Along with this, it develops and evaluates the marketing plan and program to determine the long-term success and growth of the firm. Unilever is a Dutch British transnational consumer products and goods organization with its headquarter is located in London, United Kingdom. It is dealing with various food, personal care products, and beverage products across the world. It is one of the biggest consumer goods companies evaluated by the revenue. Further, it is one of the oldest multinational companies in the world. The firm is delivering its products in more than 190 countries across the world. There are approx 169,000 employees are employed in the company. In today’s era, the company is expanding and flourishing its business activities and operations day by day (Chen, Fay, and Wang, 2011). Task 1Concept of marketing and current and future trendsMarketing is the broad concept which is used by the several multinational companies to increase and maximize the revenue and profit of the company. It is the management and study of exchange relationship between organization and customers. Marketing may be defined as the activity, process, set of institutions and procedure for communicating, creating, rendering and exchanging offers that have value for the partners, clients, customers and society at a high level. Marketing is used by the Unilever and other companies to satisfy the customers in the global market. It also helps to introduce and launch new products and services in the market. Many companies use marketing to attract and increase the number of customers around the world. There are the various concepts of marketing which have been discussed below (Grönroos, 2011).3

Marketing essentials Production concept: This concept focuses on the quality and quantity of the products to attract more customers in the market. The marketing managers focus on the production efficiency, costs, and mass production.Product concept: This concept believes that customers always prefer products with innovative attributes, good quality, and high quantity. They want to buy the good quality of products at reasonable prices across the world. Selling concept: Selling concept plays a vital role in marketing. Marketers use selling concept tosell the products and services of the company. On the other hand, consumers want to buy the products at appropriate prices. In this way, it is the important concept of marketing (Sheth, 2011). Marketing concept: The companies use marketing concept to beat the competitors in the global market. The consumer is king of the market. The success and growth of the Unilever depend on the consumers. None of the company can survive its business without effective and unique marketing. There are four pillars of the marketing concept such as target market, profitability, client needs and integrated marketing. The current trends of the marketing are very effective and unique. Some of the current trends include social media marketing, targeted emails, internet video advertisements, retargetingcampaigns and text message advertisements. These trends are going on in today’s modern world.These trends are used by the many companies to gain long-term benefits in the universal market. It is seen that competition is increasing day by day in the market. Thus, the companies need to think about the future to attain the long-term goals and objectives. In this way, the companies will have to do future planning to prevent and reduce the risks and challenges of the market. The Unilever will focus on the strategies, plans, and policies of the market. Further, collaboration andco-operation are other future trends of the marketing. The company must use the natural resources in an effective way. In addition, positive changes in the policies and strategies must be done by the company to gain various growth opportunities in the global market (Shankar et al, 2011). 4

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