Marketing Essential

Running head: MARKETING ESSENTIAL
Marketing Essential
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1MARKETING ESSENTIAL
Executive Summery
The purpose of the report is to give the reader an insight into the marketing functions, the key
roles and responsibilities that it serves in an organization and the relationship of between
marketing and other departments in an organization. The major aim of this report is to assess
the marketing aspects of UNICEF by closely inspecting the marketing mix that the company
has adopted and the marketing strategy that they have created. Marketing Mix is an essential
tool in deciding the marketing operations. The 7Ps, since its introduction has remained viable
for every market scenario. The importance and relevance of marketing has grown
exponentially in recent times. With the emergence of several organizations that offer similar
products and services, marketing functions enable an organization to maintain its competitive
advantage in a marketing environment. In this context, the consideration of micro and macro
environmental factors that affect an organization needs to be considered by the marketers.
The individual functional units of an organization needs to work together to ensure optimum
use of the marketing functions and further the success of the company. UNICEF being a non-
profit organization has rather different approach to marketing. They have no product to sell.
The only thing that they have to offer to the public is their organizational missions and goals.
Thus, they engage in social media marketing which enables them to spread their cause all
over the world. They make use of the aspects of marketing mix in this context and have
specific goals depending on the programs that they have created. Finally, the report concludes
that the marketing functions and interdepartmental cooperation is key to success for any
organization. For UNICEF, the key remains their social marketing strategy and continuous
public engagement on and off field.

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Table of Contents
Activity 1....................................................................................................................................5
Discussion..................................................................................................................................5
Roles and Responsibility of Marketing Function: Relationship with Organization..............5
Selling:...............................................................................................................................5
Buying and Assembling.....................................................................................................6
Transportation....................................................................................................................6
Storage................................................................................................................................6
Standardization and Grading..............................................................................................6
Financing............................................................................................................................6
Risk Taking........................................................................................................................6
Market Information............................................................................................................7
Roles and Responsibilities of Marketing Functions as per Market Environments................7
Interrelationship of Marketing Functions and Other Organizational Functions....................8
Research.............................................................................................................................8
Strategy..............................................................................................................................8
Planning..............................................................................................................................8
Tactics................................................................................................................................9
Conclusion..................................................................................................................................9
References................................................................................................................................10
Activity 2..................................................................................................................................11

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Discussion................................................................................................................................11
The 7Ps of Marketing Mix...................................................................................................12
Product.............................................................................................................................12
Price..................................................................................................................................12
Promotion.........................................................................................................................13
Place.................................................................................................................................13
People...............................................................................................................................13
Process..............................................................................................................................14
Physical evidence.............................................................................................................14
Marketing Mix of UNICEF..................................................................................................15
Product of UNICEF..........................................................................................................15
Price of UNICEF..............................................................................................................15
Place of UNICEF.............................................................................................................15
Promotions in UNICEF....................................................................................................16
People in UNICEF...........................................................................................................16
Process of UNICEF..........................................................................................................16
Physical evidence of UNICEF.........................................................................................16
Marketing strategy of Coca cola with relation to 7Ps of marketing and Organizational
Objective..............................................................................................................................17
Segmentation, Targeting and Positioning........................................................................17
Social Marketing by UNICEF..........................................................................................17
Conclusion................................................................................................................................19

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References................................................................................................................................20

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Activity 1
Marketing is an indisputable part of any organization. It is needed by small, medium
as well as large organizations need marketing functions and strategies to continue making
profit. The reason behind this is the continuous change in the market and trends. Marketing
functions involves researching market trends, demand and supply as well as determination of
marketing strategies to develop plans that will be most effective (Meffert 2013). In this
report, the key roles and responsibilities of marketing functions and their applicability on
wider organizational context has been traced. Moreover, the market environments that affect
marketing functions has been explored and finally, the relationship of marketing functions
with the different departments of an organization is also evaluated.
Discussion
The marketing department or team of an organization is largely responsible for the
profit turnover and branding. They need to consider many aspects, like the market internal
and external environment before they can initiate any plan. In order to do this, the roles and
responsibilities of marketing function should be analyzed.
Roles and Responsibility of Marketing Function: Relationship with Organization
The main aim of marketing is providing the customers with products or services that
they need and increase their satisfaction in order to generate loyalty towards the organization.
The eight functions that constitutes marketing are:
Selling: selling is the key aspect of marketing where the transfer of ownership for
products takes place (Abubakar 2014). This core concept is what marketing is focused on as

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this component ensures profit earning. Through marketing and promotion selling can be
increased which increases the profitability of an organization.
Buying and Assembling: organizations buy different products depending on the
kinds of products that they offer to the market. Manufacturers buy raw materials and
equipment, retailers buy finished goods and assemblers buy parts or components that they
need for their assembly.
Transportation: Organizations need to transport parts, raw materials and other
resources to their production units and the products manufactured or assembled needs to be
transported to market, which is facilitated by transportation (Cuellar-Healy 2013). The mode
of transport that is availed for these purposes determines the supply regularity, price and
quality of the product.
Storage: keeping the goods in a perfect condition is necessary to avoid depreciation
in an organization. Organizations use warehouses for that purpose. The location of the
warehouses and their conditions affect the availability, quality and supply promptness of the
products.
Standardization and Grading: this system enables the organizations to maintain a
particular standard and categorize their product based on size, weight and features (Gregory
and Moore 2013). Governments too, sometimes enforce standards to ensure uniform quality.
Financing: the capital that is used by the organization to facilitate the product into the
market is known as financing. Working and fixed capital are used for the whole process
which are facilitated by company owned capitals, loans and trade credits (Malshe and
Agarwal 2015). This component largely determines the success rate of the product.

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Risk Taking: organizations may face losses because of some circumstances that
occurred suddenly. Organizations face risk both from internal and external environments
(Jereb, Ivanuša and Rosi 2013). Employee turnover, strikes, natural calamities, inflation
might be the causes of risk that might occur in an organization.
Market Information: correct and timely market information facilitates effective
selling of any product (Louviere et al. 2013). Organizations collect data from the market and
analyze them to determine market conditions, market trends and requirements to create an
effective strategy for distribution.
According to Viswanathan et al. (2014), the implication of this in a wider
organizational context is that all of these components and functions contribute to a better
functioning organization. With the help of the universal marketing functions, marketers
create market strategies that will affect the sales of the organization and increase its
profitability. With aspects like market information, the organization gather insights from the
market that will help them to create a plan. The risk taking the organization remains better
prepared for any drawback that they might face in future, thus securing the future of the
organization. Through financing, the actual development and distribution of any product take
place. The grading and standardization help them to maintain their quality and goodwill in
the market. Storage helps them to keep the products at an optimum condition for longer.
While transportation helps in transfer if raw materials or parts to the factory or taking the
finished goods to the market. The process of selling is the core of marketing which is aided
by the marketing strategy. The performance and profit turnover of an organization is
dependent on the successful running of the all operations stated above.