The Concept of Marketing and Marketing Operations

LO1
EXPLAIN THE CONCEPT OF MARKETING AND MARKETING OPERATIONS
INCLUDING DIFFERENT AREAS AND ROLE OF MARKETING.
Concept of marketing:
Marketing is the process of bringing the right goods, services, or ideas to the right people at the
right time, location, and price, using the proper advertising strategies, and employing the right
people to give customer support for those things, services, or ideas. This concept is known as the
"correct" principle, and it serves as the foundation for all marketing strategies. Marketing can be
defined as the process of determining the requirements and desires of future purchasers (whether
companies or consumers) and then supplying goods and services that meet or surpass those
buyers' expectations. Exchanges are what marketing is all about. (Gitman et al., n.d.)
Marketing Concepts Types
There are some primary marketing concepts, or methods, to how a firm might achieve effective
marketing. As you shall see, not all five principles are applicable to all sectors. The driving idea
behind the notions is explained below; we'll identify a company's core belief about their target
audience and how they use that information to their advantage. (What is a Marketing Concept? -
Definition & Examples, 2015)
Concept of Production
Consumers, first and foremost, desire items that are simply accessible and inexpensive,
according to companies who use the production concept. The ability to enhance output while
lowering costs is central to the manufacturing idea. Companies who manufacture their products
in other countries are a great example of how the production model works. (What is a Marketing
Concept? - Definition & Examples, 2015)
The product concept:

Consumers' top priority, according to businesses that have invested in the product concept, is
quality within a product. Customers are constantly seeking out the finest of what is currently
available, which means they are looking for innovative solutions.
The product concept is used by many companies in the technology industry. These businesses
are always changing and producing new products. It's critical for tech companies to make hard
decisions about how frequently they deliver new products. quality and, as a result, a drop in
revenues. (What is a Marketing Concept? - Definition & Examples, 2015)
Concept of Sale
Consumers expect aggressive sales and promotions from businesses, according to the selling
idea. Many times, marketing methods based on the selling notion are motivated by the
company's desire to sell rather than the desire of consumers to buy. Clearance offers on vacuum
cleaners and life insurance demonstrate the company's sales mentality. It may not be a necessary
purchase, but good marketing or advertising strategies can persuade a consumer. (What is a
Marketing Concept? - Definition & Examples, 2015)
ANALYSE THE ROLE OF MARKETING IN THE CONTEXT OF MARKETING
ENVIRONMENT
The marketing environment is a mix of external and internal elements and forces that influence a
company's capacity to build relationships with and serve its customers. (Pahwa, 2022)
A company's marketing environment is divided into two parts: internal and external.
The internal environment is unique to each organization and includes owners, employees,
machines, and materials, among other things.
The external environment is split into two categories: micro and macro.
The micro or task environment is similarly business-specific, but it is external. It is made up of
individuals who are involved in the creation, distribution, and promotion of the offering. (Pahwa,
2022)

Macro or large sociocultural forces that affect society as a whole are included in the macro or
wide environment. It consists of six elements: the demographic, economic, physical,
technological, political-legal, and social-cultural environments. (Pahwa, 2022)
EXPLAIN HOW THE MARKETING FUNCTION RELATES TO THE WIDER
ORGANISATIONAL CONTEXT.
The marketing functions are responsible for the company's growth and include numerous tasks of
the corporate organisation. Strategy management, marketing research, sales support systems,
product development, finance, distribution systems, and human resource departments are all
examples of marketing functions. These
marketing functions play various roles
in the company organization's growth.
Market research, finance, product
development, communication,
distribution, planning, promotion, and
selling are some of the primary duties and
responsibilities of marketing functions. In a
business organisation, marketing
functions play a critical role. Marketing functions in an organisation are intertwined with other
organisational roles.
The association between marketing functions and other organisational functions can be explained
as follows: marketing functions are part of a business organisation, and as a result, other