Concept of Marketing Functions: Doc
Added on 2021-01-02
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Marketing Essentials
ContentsINTRODUCTION.................................................................................................................................3PART A.................................................................................................................................................4P1: Roles and responsibilities of marketing function.........................................................................4P2: Interrelation of marketing function with other functions.............................................................5PART B.................................................................................................................................................6P3: Comparison of 7P’s of marketing mix in organisational context.................................................6P4: Basic marketing plan for Beauty Giant........................................................................................9CONCLUSION...................................................................................................................................13REFERENCES....................................................................................................................................14
INTRODUCTIONMarketing includes Creating, promoting and delivering of goods and services toconsumers so as to achieve their loyalty and generate huge profitability. The marketing hasvast scope in nature and limited also if only consider the products which are available instore. Satisfaction of customer needs is the prime purpose, for that marketing is mainly usedin any organization. Within organizations promotion, market research, price determinationand best distribution channel selection are the function which are performed by marketingdepartment. The present assignment report is prepared in two parts in which first partdescribed the roles of marketing towards an organization where second part is about BeautyGiant which is a cosmetic company in UK. The report includes roles and responsibilities amarketing department’s manager performs and how these marketing activities areinterconnected to the organization as whole. Comparison with competitor and formulation ofmarketing plan is included in this assignment and to achieve the desired objectives the use ofmarketing mix for effective planning also done in this report.PART AP1: Roles and responsibilities of marketing functionMarketing is a term which is used by almost every organizations to create demand of theirproducts and services through promoting among targeted people in order to influence theirbuying behavior towards company’s products and services. In earlier, company usemarketing as an option due to having in sufficient amount of resources but nowadays wherethe competitions among companies are very high it is essential need for very organization toutilizes such concept. There are many marketing concepts which are defined as under:Production Concept is related with the operation of an organization which control theoverall cost of the firm by proper monitoring over the production department. This concepthas the importance because increase in cost may lead to hike in the value of products and ascustomer are very price sensitive (Bird, 2012).In Product concept, the quality of products offered to customers decide the customerbuying decision according to this concept. Therefore, in the cosmetic industry where hugenumber of rivals are present for the customers it is important to maintain the good standardsmost to get the competitive advantage.
The selling concept focuses on the method of sales adopted by any other particularenterprise. To generate the revenues there are many alternatives which are available with theorganization. To cover greater market share, the selling method should be adopted accordingto the nature and type of customers.Customer is important factor according to consumer concept of marketing. It assures thatif the satisfaction level of user who is using a particular product is maximum, it will help inmaintaining or keeping the long term connection with the clients (Brassington and Pettitt,2013). Marketing concept consists the promotion theory of marketing. Pull strategy is the oneon which it works. By making the brand strong the companies can increase the market shareso that it can take the advantage over the companies which are in same field.Marketing department is responsible to perform several functions towards many partieswhich includes Company, Customers, Competitors, Suppliers, Public etc. It can be furtherunderstood as under:In the context of customers, marketing division always tried to maximise their satisfactionlevel due to which the marketing manager prepare an effective budget for conducting marketresearch with an objective of identifying the expectations of it targeted customers from thecompany. This will enable company to produce the same according to their needs andpreferences which directly maximises their satisfaction level and achieve loyalty withcompany for longer duration (Coombs, 2012).In the context of company, marketing division make their efforts in increasing sales andrevenue of company by promoting their produced goods and services in the market so as toinfluence their buying behaviour towards company. This will support company in enhancingbrand image as well as goodwill of company by helping them in achieving huge customerstrength (What is Market and discuss the Main Functions of Marketing, 2011).In the context with rivals, the marketing team communicates the top authority about thecurrent market trends and rival’s competitive strategies so that they are much capable to makerelevant changes in their existing business plans and strategies to bring company ahead thantheir rivals. It can be done by marketing department by observing rivals strategies on socialmedia platforms which motivates them to bring innovation in their strategies. This willincreases competition in market which directly brings advantage to customers (Desai, 2013).
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