Marketing Essentials: Role of Marketing Department and Interrelationship with Other Functional Units

Marketing essential

Table of Contents
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
L O 1 ...............................................................................................................................................4
Concept of marketing...................................................................................................................4
Overview of marketing processes................................................................................................5
Key roles and duties of marketing department in context of marketing department...................5
Interrelationship of marketing department with other functional units.......................................6
Relation with information technology department-.....................................................................8
Critical analysis of the interrelationship between different departments.....................................8
L O 2................................................................................................................................................9
Compare the ways in which company and competitors apply marketing mix............................9
Different tactics used by companies to achieve objectives........................................................12
L O 3..............................................................................................................................................12
Basic marketing plan for the company......................................................................................12
CONCLUSION .............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing refers to the activity , processes, set of institutions for developing, delivering,
communicating and exchanging the product or service that have value for partners, customer’s,
clients, society at large (Kerin and Hartley, 2015). The essentials of marketing are distribution
planning, promotion, inventory management etc. The Report is based on H & M company. It
belongs to retail industry. It was founded in year 1947 by Erling Persson. Headquarter of the firm
is located in Sweden. It offers wide range of products such as accessories, clothing items etc.
Currently, it is offering products at approximately 4,9,58 locations in the world. The firm is also
having significant online presence and currently, it is serving nearly 33 countries. The Report
will outline the role of marketing and its interrelationship with other functional units. Further, it
will describe ways in which companies uses marketing mix and basic marketing plan for the
company.
MAIN BODY
L O 1
Concept of marketing.
It refers to the process, activity or set of institutions for delivering, developing,
communicating and exchanging the goods or services which is valuable for the buyers. It can
also be defined as activities performed by firm that is related with buying and selling goods or
services (Kerin and Hartley, 2015).
Current and future trends.
There are various current and future trends in marketing function such as -
Relationship marketing :
It focuses on customer satisfaction and retention rather than the number of sales made by
organization. It is different from other types of marketing because it is extended beyond
messages developed for promotion of goods or services.
Industrial marketing :
Under this type of marketing business offer its products to other organizations to resell it
later on or to use them for developing complex items or to improve their quality for reselling
them. Revolution in technology is the major reason behind these marketing trends (Zhang and
et.al, 2016).