Marketing Essentials and Strategies

This assignment delves into the core principles of marketing, examining essential concepts such as market research, consumer behavior, and integrated marketing communications. It analyzes various marketing strategies, including those employed by small-to-medium enterprises (SMEs), destination marketing, and events management. Students will utilize provided sources to understand how different industries apply marketing principles for success.

Marketing Essential

Table of Contents
INTRODUCTION ..........................................................................................................................1
PROJECT 1......................................................................................................................................1
P1 Roles and duties of the marketing functions ....................................................................1
P2, M1How duties of marketing related to organisation context ..........................................3
M2 Importance of interrelationships marketing and other functions ....................................5
D1 Critical analysis................................................................................................................5
CONCLUSION ..............................................................................................................................6
.........................................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is define as a process and act of purchasing or selling products & services in a
market. It is also identify techniques and activities of promoting and distributing goods to the
customers in a systematic manner.(Marketing strategy for growth, 2017). It is very important for
the organisation in order to achieve high productivity and profitability.
This report is based on McDonald’s, is a fast food chain which provide different variety
in their food products. This assignment is based on projects one is identify roles and duties of
marketing functions and interrelationship with another functions.
PROJECT 1
P1 Roles and duties of the marketing functions
Marketing : It is define as the activity, process for delivering, creating, communicating and
enhancing offerings as well as set of institutions. All these are important for the company in
order to identify customers, society, partners and clients values at the large level. With the help
of this business can increase their sales and revenues in a systematic manner..
Management: One of the important part of the organisation because with the help of this,
activities coordination and organisation can be achieved. Management includes different kind of
interlocking functions that will generating by corporate. It will includes planning, organising,
directing and controlling all resources of the company in regards to attain the objectives and
goals that activity as well as policy also.
A roles and responsibilities that supports business to determine as well as source possibly
successful goods or services for the marker ( Functions of Marketing, 2017). It will also promote
and encourage by differentiating them from same commodities. This functions help in regrade to
complete aims and objectives of organisations in a efficient way. There are some marketing
functions and their duties which are determined under this:
Financing: Money is one of the main and necessary part of every organisation because without
this they can achieve their desired targets (Al-Ekam and et. al., 2012). Marketing also necessitate
fund and finance which created from investments, loans etc. Financial condition of the business
is good so they leads to maximise in the sales of the enterprise. It also support in generating
customer demands and needs regarding to products.
1

Product development and designing: It is an core concept of marketing which is significant for
the MacDonald to designs their products from another (Baker and et. al., 2016). Company have
best design in their products in regards to get additional advantages over challengers.
(Source: Functions of Marketing, 2017)
Marketing planning: With the use of this functions organisation can attain the goals and
objectives in a systematic manner. MacDonald's has 25 % share of a specific products in market.
So in this they needs to raise their share by 40%. from the same, marketer prepare a better plan in
regards of production level.
Promotions: This functions define as the role and responsibility during the process of producing
and supplying products as well as all informations (Brooks and Simkin, 2012). With the use of
communication channel business easily provide all informations regarding discounts and other
facilities. Business has developed and designed their goods with the use of social media such as
Television, Slogans, Punchline and Billboards etc. in order to make awareness about the
2
Illustration 1: Functions of Marketing

commodity. One of the main aim of this function is to communicate with their potentials as well
targets clients. It is supportive in building the product brand image. It is also help in sustaining
relationship with the buyers markets.
Labelling and branding: Purpose of this role at avoiding damage, destructions and breakage of
the products during storage. It is very important part of the company because with the use of this
organisation can attract different number of customers and increase their sales in a efficient
manner. Company have better branded goods so it attract customers to purchase in bulk
(Chamorro-Mera and et. al., 2014). For example: product name on its package with the name of
manufacture, the recipe used for devising the goods, manufacturing date &expire date, price and
batch numbers etc. are written on the slip which providing all info about the products to the
clients. It will carrying all details are known as labelling process.
Market Research: It is one of the important concept of marketing which is used each and every
organisation. Purpose of this collecting all message concerning targets and potentials buyers.
This function play important role in gathering whole informations regarding customers taste,
preference as well as market trends.
Customers Supports: It is more and essential functions of marketing which involves after, pre
sales counselling or services, managing the buyers complaints etc. Duty of this to provide
different services to their potentials and targets customers such as adjustments, maintenance,
credit, technical and other due to their informations. MacDonald provide all services to their
clients in order to increase their sales and revenues.
Physical distributions: It is another essential concept that considers storing and transporting
process. It will play significant role in moving their goods fro their production points to
locations. In this company use better place all purchaser easily buy commodity (Cua and et. al.,
2013). This functions also involves warehousing goods until required for sale.
Risk taking: With the use of this, company refers to risks regarding buyers purchase products.
So that their results is marketing of services of products that customers may buy in future.
Pricing of products: It is another essential concept of marketing which is very useful and
beneficial for the company in order to fix affordable price. Product cost is impacted by its profit,
cost, government policy and competing goods values etc. Business should be fixed their
commodity cost in a systematic manner. So it is very essential for the enterprise in regards to
gain maximum revenues.
3

P2, M1How duties of marketing related to organisation context
Marketing play essential role and responsibility in vitality as well as growth of
organisation. It is significant for top management in order to establish coordination between
employees and employers. To achieve high competitive benefits, in this whole unites of function
that work with each other (Desai, 2013). It will provides strengthen to operations and working
activities in a systematic manner. An enterprise is intermixture of different departments like:
human resources, finances, research & development, customer services, operations &
productions and information technological etc. Those are play significant duty in increase sales
and revenues of the business with the help of marketing. Without this company can not achieve
long as well as short term goals and objectives and not attract large number of the customers. So
it is necessary to maximise provides and sales at the large level. Marketing department is
interconnect with all unites in regards to accomplish values and targets of firms. There are some
sections which are analysed under this:
Internal: This factor define the internal duty and responsibility of the marketing. These factor
are considers as the strength and weakness of the company. These are support in improving
process of decision making. There are some factors which are very important and play essential
role in achieving high productivity and profitability of the company in a proper manner. With the
help of this aspects an organisation can increase their sales and revenues as well as achieve long
term goals and objectives.
Finance: It is very essential part of each and every organisation, so I this manger of marketing
should have some capital in order to execute promotional activities in an efficient manner. It is
necessary and important in company because there should an impressive skilfulness between the
finance as well as marketing administrator of MacDonald's. Who allocate funds & make budget
to different section are known as finance division. Without the use of marketing this section can
not achieve all activities and goals of the organisation. So it is significant for company to
promote their products with the use of communication channel.
Human resource: Main role of this department to recruit and select knowledgeable &
experienced candidates (Jain and et. al., 2013). In this HR manger provide different training and
development sections in order to increase their ability. Whereas, needs of marketing due to
person who have excellent skill in communication. With the help of this they easily attract large
number of person to buy their goods and services.
4

Operations and productions: This department also play essential role and responsibility in order
to achieve long as well as short term goals and objectives of the company. Demands of buyers is
only qualitative and creative services as well healthy products. Production manger of business is
liable for delivering as well producing effective goods which can provides higher satisfaction
level to potentials and target clients. With the help of research, manger of marketing can gives
necessary message to operations department. So in this all attend towards manufacturing goods
in order to meet buyers desires in a systematic manner.
External factor: This Factor defines as a position of the company in external. This factor include
different kind of factors such as information technology, research and development and sales
department who play important role and responsibilities in order to achieving success and
development of the business. They can effect the business capability so in this investment can
attained its objectives and strategic goals.
Information Technological: Each and every organisation use advanced technology in regard to
gain vitality and high share in market. To compass higher level of buyers satisfaction,
MacDonald's refereed Customer relationship management. It is very beneficial to make positive
and healthy relationship with others. It is helpful and essential in scattering all activities in a
systematic manner. In other word, IT and different marketers have to work with each other so it
will formulate important modifications at workplace.
Research and Development: The duty of this section to acquire all necessary information
regarding wants and requirement of buyers. This section manger is capable to conduct all
activities due to research in regrade to know actual trends of market whereas marketing
administrator tries to complete them. In this both unites are interrelated to easily fulfil buyers
requirement.
Customer services: This section is able to resolve all problems and queries of buyers in a
systematic manner. MacDonald's have strong group in its buyers section who give better service
to their audience by 24 hours (Lane, 2014). Related to online service which is important for cited
business to respond quickly towards clients messages and calls. If person acquire better service
to attract easily.
Sales department: Marketing department activities such as promotional and advertisement which
are directly maximise sales and revenues of the organisation. It will increase the sales department
5

effectiveness and efficiencies in an efficient manner. Skilfulness between these section support
in achievement of goals and objectives of the firm. So in this they create maximum profits.
M2 Importance of interrelationships marketing and other functions
It is very essential to ensure that company is capable to create its marketing division
while seeing a better relationship with another functions. It will allow by the business in
engaging with different problems in a competitive way (Malhotra and et. al., 2013). Marketing
define as a better utility which will help in improving grater kinship with buyers as well as move
with inner section for raising their capability and skills to perform. It is essential for the
MacDonald's is that functions of marketing will allow enterprise in regards to increasing better
position in market. Ensure all task is fulfilled without various main problems. It will directs
whole resources in similar direction in order to leads with achievement of objectives and goals.
D1 Critical analysis
According to Al-Ekam, (2012) there are different aspects of marketing which define is a
essential functions within enterprise. The 4 elements such as product, place, price and promotion.
With the boost in service industry, 3 other components were added in these which known as
process, people and physical evidence etc. This will allows by the firm in handling various
functions.
As per the other hand Baker, (2016) the component accept marketing division in
captivating with various departments in effective and efficient manner. They are capable to
determine as well as focus on processing good interaction with another (Mihart, 2012). Analysis
of the products which allow marketing concept in information department about the qualities or
development. Place is also very essential part of every organisation which is handled by the
customer service and sales department as to handle individual and their requirements.
CONCLUSION
As per the above mentioned report, it can be concluded that marketing is important
elements which is apply by all organisation. Main purpose of marketing in regards to attract
large number of the buyers related to the products or services. Company apply bundling pricing
psychological pricing strategy which is important for the customers to purchase products in bulk.
Marketing plan of the company which includes SWOT, competitor analysis.
6

7

REFERENCES
Books and Journals
Al-Ekam, J. M. E. and et. al., 2012. Determining the antecedents of actual purchase of local
product brand in Yemen. American Journal of Economics, special issue. pp.97-100.
Baker, M. A. and et. al., 2016. The evolution of services marketing, hospitality marketing and
building the constituency model for hospitality marketing. International Journal of
Contemporary Hospitality Management. 28(8). pp.1510-1534.
Brooks, N. and Simkin, L., 2012. Judging marketing mix effectiveness. Marketing Intelligence
& Planning, 30(5). pp.494-514.
Chamorro-Mera, A., Miranda, F. J. and Rubio, S., 2014. Facebook as a marketing tool: An
analysis of the 100 top-ranked global brands. International Journal of Virtual
Communities and Social Networking (IJVCSN). 6(4). pp.14-28.
Cua, F., Reames, S. and Chai, J. C. Y., 2013. Relationships in Technological Processes: Finding
the Common Ground between Diffusion of Innovations and Relationship Marketing
Theories-A Case Study. International Journal of Information Systems and Social Change
(IJISSC). 4(2). pp.17-41.
Desai, S. S., 2013. An analysis of the competitive marketing strategies of the hospitality industry
in UAE. IUP Journal of Management Research. 12(1). p.22.
Jain, N., Ahuja, V. and Medury, Y., 2013. Websites and Internet Marketing: Developing a Model
for Measuring a Website’s Contribution to the Brand. International Journal of Online
Marketing (IJOM). 3(1). pp.14-30.
Lane, V., 2014. Measuring the Financial Value of Marketing Strategy with Excess Stock Market
Return. International Journal of Risk and Contingency Management (IJRCM), 3(4), pp.1-
16.
Malhotra, N.K., Birks, D.F and Wills, P., 2013. Essentials of marketing research. Pearson.
Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour: effects
on consumer decision–making process. International Journal of Marketing Studies.4(2).
p.121.
Ogunmokun, G. O. and et. al., 2012. The effect of strategic marketing planning behaviour on the
performance of small-to medium-sized firms. International Journal of Management.
29(1). p.159.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3). pp.319-328.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Puddle, T., 2015. Marketing essentials for veterinary practices. In Practice.37(5). pp.259-261.
Raj, R., Walters, P and Rashid, T., 2012. Events management: an integrated and practical
approach.
8

Simintiras, A. C., Dwivedi, Y. K. and Rana, N. P., 2014. Can Marketing Strategies Enhance the
Adoption of Electronic Government Initiatives?. International Journal of Electronic
Government Research (IJEGR). 10(2). pp.1-7.
Stanton, J. L. and Salnikova, E., 2016. Consumer Perceptions of 100% Pure Olive Oil:
Implications for Marketing. International Journal of Food and Beverage Manufacturing
and Business Models (IJFBMBM). 1(1). pp.40-47.
Swenson, M. J., Rhoads, G. K. and Whitlark, D. B., 2014. Startup marketing: Leveraging
leverage. The Journal of Applied Business and Economics. 16(6). p.56.
Wirtz, J., 2012. Essentials of services marketing. FT Press.
Online
How to Create a Marketing Plan. 2017. Available through:
<https://www.entrepreneur.com/article/43018>. [Accessed on 2nd September 2017].
Functions of Marketing. 2017. Available through: <http://smallbusiness.chron.com/seven-
functions-marketing-56980.html>. [Accessed on 2nd September 2017]
Marketing strategy for growth. 2017. [Online]. Available
through:<http://businesscasestudies.co.uk/wilkinson/marketing-strategy-for-growth/
marketing-strategy.html>. [Accessed on 25th July 2017].
9