Marketing essential ( unit 2)

Marketing
Essential (Unit 2)

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
LO1 Role of marketing and its inter relation with other functional units of organization..........1
LO2 7 P'S of marketing mix to achieve the overall business objectives....................................3
LO3 Developing and evaluating a marketing plan.....................................................................7
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is the process through which goods and services move from concept to the
consumer. It involves creating, communicating, delivering and exchanging offerings that provide
value to the consumers. Marketing is extremely important as it helps the organization in
identifying their potential customers and developing products according to their needs and wants.
Marks and Spencer is a British Multinational fashion company that sells high quality clothing to
its customers (Unnithan and et.al., 2018). The organization has more than 1400 stores worldwide
and its provides employment to more than 80,000 people globally. The current study will focus
on the role of marketing in the success of an organization, importance of marketing mix to
achieve the goals and objectives and also the evaluation of marketing plan for Marks and
Spencer.
MAIN BODY
LO1 Role of marketing and its inter relation with other functional units of organization.
Marketing has played a significant role in the success of Marks and Spencer company
because M&S used appropriate marketing strategies in order to develop the products and
services. Marks and Spencer company also restructure their marketing team to improve their
performances in the market and expand their business globally. The best marketing team can
build the market structure of an organisation. Marketing can plays an important role to increase
the productivity in the company. It also creates a big platform for the company to promote their
products and services in a very effective and efficient way. The company identifies the needs and
wants of its customers and then manufacture the clothes at a competitive price in order to achieve
an edge over other players in the market (van Helden and Alsem, 2016). Marketing helps the
organisation to promote their business and to reach the large customers, community and
investors for the great expansion. Marketing includes promoting, researching, distributing and
selling the organisation's products and services.
Role of marketing in the success of an organization:
 Engaging customers: Marketing helps in attracting customer towards the products and
services. Certain marketing activities like developing of an innovative product or service,
promoting it in a unique manner automatically leads to consumer engagement which
further leads to consumers buying that product or service. Marketing helps to develop
value for customers and also assist in to build a customer relationship. Marks and
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Spencer take necessary actions with the help of marketing and promote customers
experience and satisfaction. Marks & Spencer has always been a pioneer of creating new
designs which has helped in attracting customers and increasing their sales and
profitability (Ryynänen, 2016).
 Boost sales: The most important role of marketing is that it has not only helped Marks
and Spencer in attracting new customers but the company also successfully retain its
previous customers which has increased their sales and profitability incessantly.
Marketing plays a crucial role to encourage the customers towards the company.
Marketing helps the Marks and Spencer company to promote their products and its
features across the big market. So, customers can know and understand the product
characteristic and advantage deeply. With its unique promotional strategies and quality of
products and services, the company has been successful in establishing its brand image
which further lead to increasing sales and customer base.
 Communication channel: Marketing acts as a communication channel through which an
organization informs its customers about the products and services offered by them, its
uses, price and the value created by them. Marketing is a great source to provide the all
information and features of the products and services of the Marks and Spencer company.
Marketing is very helpful for the company to advertise their product and service globally.
With the help of marketing, customer approach the company's products and services, it
also very helpful for the customers and it also provides the information regarding the
product's advantage and disadvantage. Adequate communication between Marks and
Spencer and its target customers helped the organization in achieving customer loyalty
and also led to competitive advantage in the market (Russo, 2016).
Inter relationship between marketing and other functions of management:
 Marketing and Production functional units: The production department is concerned
with manufacturing of goods and services that are to be sold to the potential consumers.
Both marketing and production department are the pillars of Marks and Spencer as the
company would fail without the presence of any one functional unit. Marketing can
promote the production activities in the company. Effective marketing strategies will
increase the customers and then company should have to increase the production activity
in their organisation. In the organisation, production process totally depended on the
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