Essentials of Marketing

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
P1 Roles and responsibilities of marketing functions............................................................1
P2 Explaining the relation of how roles and responsibilities of marketing are connected to
firm ........................................................................................................................................5
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process....................................................................................................7
P4 Developing and evaluating the marketing plan for the organisation..............................10
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is the process by which goods and services move to customers. Promotion is
an essential part of every business organisation as it helps in achieving the business goals and
objectives. It helps in promoting the products of the organisation. Marketing essential helps to
understand basic concepts and trends of modern marketing. It helps in promoting, targeting
customers and branding the products. Cadbury is multinational organisation headquartered in
Uxbridge, London, United Kingdom. IT is providing its services in 50 countries of the world
(Ahmed, Kristal and Pagell, 2014). The organisation is famous for its products like Dairy milk
chocolates, confectionery products and Crème eggs. It has employed 71,657 employees and it
has secured position in the world's confectionery brands. In this report, the main tasks covered
are as follows:
 Roles and responsibilities of marketing functions
 Relation of these roles and responsibilities of market with the organisation.
 Comparison of different methods applied by various firms to marketing planning by
using marketing mix.
 Production and evaluation of marketing plan for the organisation is discussed.
P1 Roles and responsibilities of marketing functions
Marketing functions are very necessary in making market plans, and researching the
business strategies, product development etc. It also looks after promotion, customers service,
sales and consumer relations. This function helps Cadbury to increase its sale and by providing
the best quality of products (Akbar and et.al., 2017). It also helps in deciding the price of
products so that they can increase their sale and attract more customers. Seven essential
marketing functions are describing as follows:
1

Marketing information management:
This marketing function manages the customer's information about what changes they
want to make in business decisions. Cadbury determines the views and decisions which they
want to change or improve about the products of the organisation. The organisation conducts
various surveys and make many reports analysing the choice, taste and trends of the customers.
For this they regularly check the reviews and comments of their users to fulfil their needs by
modifying their product according to their needs (Babinand Zikmund 2015). The organisation
also takes the opinions of their clients so that they can make the effective goods and services.
Financing:
Financing function helps in budgeting the marketing functions, giving financial help to
their customers and gaining the funds for regulating the marketing operations. The main role of
Cadbury authority is to arrange money by taking loans or from investors. Further, this
organisation has made strategy which will help them to make money. It encourages its clients to
purchase their products by providing loans and financial help. The main aim of the organisation
2
Illustration 1: Seven marketing functions
(Source:Introduction to marketing, 2015)