Marketing Essential

Marketing Essential

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Role of Marketing and the way it is interrelated with other function of organisation.................1
TASK 2............................................................................................................................................4
Comparison between Marketing Mix technique used by different firm to achieve overall
objectives of business..................................................................................................................4
Marketing plan of John Lewis.....................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is an activity that is undertaken by firm to attract and influence large number
of customers to purchase products of company through advertisement, various promotional
offers. Therefore it can be stated that marketing plays an important role in increasing sales and
profit margin of John Lewis by attracting large number of customers. John Lewis was founded in
1864 in United Kingdom that is high end department stores having 867000 employees that are
working across 51 stores to render qualitative services to customers. This report covers about
role that marketing plays and its interrelationship with other department in John Lewis. It also
compares the way organisation use elements of marketing mix to achieve objectives of business.
This report also contain an Marketing plan of John Lewis that state its objective, target customers
and its various strategies to influence people.
TASK 1
Role of Marketing and the way it is interrelated with other function of organisation
Marketing included various activities and function that are performed in order to increase
sales and profit margin of company by influencing people to purchase products of John Lewis
over other brand (Patil and Bach, 2017). As all companies are established to offer product and
services to customers and increases its profit margin so marketing plays an important role in
achieving objective of firm. Marketing is important process for John Lewis to retain customer’s
loyalty, increase awareness, market share and to bring economic of scale.
Nature of marketing:
Customer oriented: Marketing in modern times is customers oriented as firm has to manufacture
products and services as per needs and demand of customers. Due to digitalisation and
continuous updation of technologies knowledge of people has been enhanced and there are
continuously changing their preference so marketing department has to identify such needs and
make way to effectively satisfy them.
Art as well as science: Marketer must have ability to influence customers in order to enhance
sales and profitability of firm. It should be able to decide its target customers, product to be
offered and method of delivery of product in order to satisfy needs of people.
Exchange process: Marketing involves exchange of information between firm and people living
in the society about various products that are available in market and the way they will able to
satisfy their needs and requirements (Mahajan, 2017). Marketing process also involves exchange
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of ideas, innovation and technology thus helps in economic growth and development.
Development of marketing concept and current and future trends
Marketing is continuously changing to meet various current changes in the environment
and to helps firm in gaining competitive advantages. Due to digitalisation and technologies
updation has brought many changes and development in marketing trend that are used by
marketing manager to attract large number of customers. Such as :
Internet Marketing: Now most of company market and offers its product through online sites to
provide ease and comfort to customers by delivering products at their doorsteps. Such strategy is
also used by marketing manager of John Lewis to provide better and qualitative services by
offering its product through its website thus enhancing its market share and brand image. It also
advertise its product through various social media as it’s is used by most of the younger
generation so helps in increase sales of company.
Ethical marketing: As people and government are getting more concerned about environment
protection so it had pace development of ethical marketing to influence customers. John Lewis is
large organisation that takes various steps to conserve natural resources by effectively utilising
resources and minimising waste production (Wieland, 2018). It also taking steps to reduce
carbon emission to protect environment and ensure health and safety of people so all such
strategies helps in effective marketing of John Lewis.
Service marketing: People also select a company on the basis of various services render by it to
satisfy needs of customers. John Lewis has high skilled, knowledge and experienced employees
that work with motivation and dedication to provide effective services to large number of
customers. 24 hour customer services offered by company also helps in effective marketing and
retention of customers with the firm (French and Gordon, 2019). It also take continuous
feedback from customers through presence online sites so that people are provide best services
and their problems and grievance can be resolved within limited time for effective operation of
business.
Marketing mix: It is also another current marketing strategy of John Lewis that is used by it to
provide qualitative product and service to customers and enhance its market share. Effective use
of marketing mix toll helps in gaining customers satisfaction and retaining their loyalty. Such as
company has brand high end department stores across Britain that offers wide varieties of
product to customers at competitive price (Sharma, Nasreen and Mishra, 2017). Various
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