Marketing Concepts and Internal Relations

Marketing Concepts and
Internal Relations
1

TABLE OF CONTENTS
Contents
PART 1............................................................................................................................................3
Overview......................................................................................................................................3
Marketing process........................................................................................................................3
Roles and responsibilities of the marketing manager..................................................................4
Marketing influences and interrelates with other functional departments of the organisation....5
Value and importance of marketing in the organisation..............................................................6
Summary......................................................................................................................................7
PART 2............................................................................................................................................7
Elements of the marketing mix of Tesco and ASDA to achieve the overall business objectives.
.....................................................................................................................................................7
Evaluate marketing plan............................................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14
2

PART 1
Overview
Marketing means all the activities of the company to promote the product or services for
buying or selling. Marketing concept is a philosophy from which firms will analyze the need and
wants of their customers and then strategies and important decisions are made to fulfill their
needs and wants (Definitions of Marketing, 2021). Different marketing concept are used by the
organization to fulfill the needs and wants of the customer that are- production concept, product
concept, selling concept, marketing concept and societal marketing concept (Juutilainen, 2018).
With the increase of digital world, organizations are also influenced to use digital media for their
promotion, with the use of digital marketing through digital marketing platforms and by
promoting through Google ads, social media campaigns its helps the organization to increase
their customer base and their reach is increased. This report is based on the Tesco which is a
Britain Multinational groceries brand and a merchandise retailer founded by Jack Cohen in 1919.
Marketing process
Marketing is where the values is created to the customer and helps to build the relations with the
customers. Marketing process to create the customer and capture the value from customer are-
Understand the market place and customer need and wants- first step is to understand the
need and wants of the customer and the market area where product is going to be launched, to
build satisfying market offering and build customer relationships. This increases the long term
customer equity for the firm (Karunakaran, and Raveendran, 2018). By using their resources
company decides to make the products of people demand with benefits that add values and
satisfaction.
Designing a customer driven marketing strategy- Selecting the target audience and decide
to serve the customers in the best way by choosing best marketing strategies that create value to
the firm. Tesco first decide who it will serve and then divides the market into the segments of the
3

customer. Then further proceed to specific section of the market. Target customers are based on
their demand, level and timings.
Choosing a value proposition- in this step company decide how they will serve to their
customers. This is how they are differentiated and make position in the target market. Brands
value proposition is a set of values and Benefits Company promises to serve to their customers.
To gain the great advantage to the target market, Tesco design strong value propositions.
Constructing and integrating marketing plan that delivers superior value- company’s
market strategies is based on their target customers and how it will create value to them. Then
the marketers develop integrated marketing plans which create value to the target customers. It
consists of the marketing mix 4 Ps of the firm which uses in implementation of the marketing
strategies (Mari, 2019). By transforming the marketing strategies into the action marketing
programs builds the relationship with the customers.
Build the relationships with the customers profitable- customer relationship management
is the process of maintaining and building customer relationship by serving customer satisfaction
and value.
Capturing the value from customer- CRM aims by combining the values of the customers
to build the equity from the current and the potential customers.
Roles and responsibilities of the marketing manager
Marketing manager plays a fundamental role and responsibilities in driving the business growth.
Different roles and responsibilities of the marketing manager are-
Market research- marketing manager of the Tesco do the research of the market. He
tracks, analyze the market condition and what is prevailing in the market. According to the
market conditions and the need and want of the customer it helps manager to make all the future
decisions. They look for their way to improve their efforts and engage with the prospective
customers. They evaluate their competitors and their strategies which help to understand the plan
of the competitors and helps to make strategies which helps to compete from the rivals.
Promotion – marketing manager creates the promotional program for their product, for any
organisation promotion is an important factor which help for recognition of the product or brand
in the mind of the customers or target audience, marketing manager is responsible for building
these plan, making creative content which are aligned with the company strategic objectives.
4