Marketing Functions and Strategies

This assignment delves into the essential functions of marketing, examining their significance in developing and executing successful marketing strategies. It provides a comprehensive overview of seven core marketing functions: product/service management, pricing, distribution, promotion, selling, market research, and customer relationship management. The analysis explores how these functions interact and contribute to a cohesive marketing approach.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of the marketing function..................................................1
P2 Roles and responsibilities of marketing related to the wider organization context..........4
M1 Role and responsibilities of marketing in the context of the marketing environment.....6
M2 Importance of interrelationship between marketing and other functional units of an
organization............................................................................................................................6
D1 Key elements of the marketing function and how they interrelate with other functional
units........................................................................................................................................6
TASK 2............................................................................................................................................7
P3 Comparison of marketing mix...........................................................................................7
M3 Various tactics applied by organization to demonstrate how business objectives can be
achieved................................................................................................................................11
D2 Strategic marketing plan that tactically applies the use of the 7Ps to achieve overall
marketing objectives.............................................................................................................11
TASK 3..........................................................................................................................................12
P4 Marketing plan for an organization.................................................................................12
M4 Produce detailed coherent evidence based marketing plan for organization.................14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing can be termed as an activity for promoting and selling of the products and
services through undertaking different methods like research and advertising. It is an important
process for company to provide quality products to its customers in order to achieve higher
satisfaction level by them. Main aim of marketing is to understand customers’ needs and wants
in an appropriate manner and after that provide quality services (Asaduzzaman, Hossain and
Rahman, 2014). It is used by every company to attract a large number of customers towards its
products and services. Present report is based on Apple, which is a technology company that
sells consumer electronics and online services to its customers. Main products of this company
are iPhone, iPad, Apple watch and many more items. In this report, various roles and
responsibilities of marketing functions will be provided. Further, marketing mix of Apple and
another organisation will be compared by applying it to marketing planning process. Also, a
basic marketing plan which defines the overall performance of business will be given here for
Apple.
TASK 1
P1 Key roles and responsibilities of the marketing function
Marketing is an essential process to evaluate customer’s demand by undertaking various
researches in an appropriate manner. It is a wide concept which is used by the company to
achieve higher success in the marketplace by providing quality products to customers. Apple
uses marketing concept to develop their products in order to achieve maximum satisfaction by
customers. There are some roles and responsibilities of marketing function which are important
to achieve appropriate success in market. These are as follows:
 Product development: This function is more important to the business which assists in
defining new and innovative products for its customers in order to get higher satisfaction
by them. Marketing department of Apple defines this process by undertaking various
researches to evaluate and identify the customers’ needs and wants so as to satisfy them
accordingly (Desai, 2013).
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(Source: Seven marketing function, 2017)
 Pricing of the products: It is an important responsibility of marketing department of
Apple to set their price according to the quality of products so that they would invite
more customers towards products. The main target of Apple is to increase the awareness
of product’s quality so that they can generate higher revenue in every year.
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Illustration 1: Seven marketing function

 Physical distribution: This role of marketing is related with the marketing department of
Apple. They use various distribution channels to attract a large number of customers by
increasing their product’s information in front of customers and marketplace. This
function of marketing of company contributes in delivering the quality products at
particular place. Promotion: This is a crucial process of the marketing department of Apple because the
main target of this function is to influence large number of customers to buy products in
order to increase company’s sales (El-Gohary, 2011). In absence of this process,
company is not able to promote their subject matter and no one can buy its products
without any information. Main and important role of this function is to increase the
overall sale of company. Selling: This function is totally dependent on the marketing department of Apple because
it helps in providing products and services to their end customers. It is an effective
process to exchange relationship between customers and company. It put a huge impact
on profitability of firm. Financing: It is an essential responsibility of financial department to provide enough
fund to operate business activities in an appropriate manner. Enough fund is more
important for Apple to evaluate their activities on regular basis.
 Marketing information system: It is an effective process of marketing department which
helps in storing and collection of relevant information about marketing and customers to
take appropriate decision in order to achieve positive as well as desirable results.
Role of marketing
Marketing plays a vital role in business organization because it is not just a selling and
buying process but it also maintains the overall performance of company. Marketing is an
effective process to build and develop a better relationship in between customers and company.
This process of marketing is used by Apple to attract as well as invite a large number of
customers towards its products in order to increase sales of company in an appropriate manner
(Fazlollahtabar, Aghasi and Forte, 2012).
There are some other effective roles and responsibilities of marketing department which
are as follows:
 Identifying and managing the brand in marketplace
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 Manage all the campaigns to enhance the marketing initiatives
 Evaluating all the promotional activities to increase awareness of customers about
company
 Appropriate effective communication with customers
 Conduct as well as undertake appropriate researches to understand about the new market
trends
 Effectively monitor all the marketing activities which are related to its rivals
 Define innovative process to operate marketing activities in competitive marketplace.
 Manage financial budget
 Deliver quality products to its end customers
P2 Roles and responsibilities of marketing related to the wider organization context
Marketing is a wider concept which is not selling and buying products but also evaluate
customers’ needs and wants. Marketing function is an essential part of the business because it
includes various market researches to reach at target customers (Fırat, 2013). There are some
roles and responsibilities of marketing which related to the organizational functions: Marketing function and product department: Under this department of business, all the
activities of marketing is related to the production department because it define the
overall demand of the customers about company products and services. So that
production division produce actual quantities which is required by the customers in order
to satisfy their needs. Marketing function and finance department: According to this function of finance
department, it provide financial supports to marketing department to execute their
activities in effective manner. Marketing department of Apple required funds because
they spend in promotional activities in order to increase awareness of the company as
well as its products (Gertner, 2011). It is an important responsibility of the financial
department to maintain proper fund from the business activities so that the marketing
division complete all the process in appropriate manner. In absence of proper fund
company face more complexity in the market. So that both function are crucial for the
business which assist in developing the overall growth of the Apple company. Marketing function and human resource department: In this process of marketing,
human resource department is also related to the marketing function because it aid in
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delivering final products to its end users in order to achieving higher satisfaction by them
(Jones and Rowley, 2011). According to this Apple hire and recruit skilled and
experienced employees in their process so that they promoting its quality features in
front of people and marketplace. So that both are interrelated in the business in order to
achieve higher satisfaction of the customers. Marketing function and research department: According to the research department of
the Apple they undertake al the relevant researches to evaluate as well as identifying
customers need and market trends so that company make their products according to
them. For this analysis they provide and collect all the relevant information about the
customers preferences in order to add new and features in their existing products and
service. It aid in inviting large number of customers to purchase it services to enhance
overall sales of the company at marketplace. Marketing function with IT department: In this process the manager of the Apple use
various new and effective technologies to storing and collecting all the relevant
information. For this company use effective tools to update their technologies to promote
their products at online sites so that large number of customers are attracted towards its
production like iPhone and many more products. It department is more important for the
marketing section to maintain the overall information of the company to achieve higher
satisfaction from its regular customers and also increase the sale of the company. Sales and marketing function: It is more important for the marketing department of the
company because it promoting the final products to end users which increase the sale of
the company (Katengeza, Okello and Jambo, 2011). In this marketing function increase
the awareness of the products in customers mind so that it is ore important for the
company to achieve the profitability in marketplace.
 Marketing department with operation function: It is the main part of the business
without this department company can not able to attar success at marketplace. Operation
department undertake the all production process which make the final products to its
customers at the same the time the marketing department do various researches to
identify the customers needs and demands. So that it is more important to bring
coordination between these department which aid to the Apple to make and introduce
new and unique products for satisfying requirement of the customers at marketplace.
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All these function are more important for the company because all are interrelated with
other department which aid in increasing the productivity of the Apple. In this marketing is very
big concept which include selling and buying process at the same time it also include the
promotion activities to influence the customers to buy the products in large number. Marketing
manager of the Apple should be understand the relationship among various activities so that they
easily capture large market share from its competitor and also enhance their effectiveness in
appropriate manner.
M1 Role and responsibilities of marketing in the context of the marketing environment
Marketing roles and responsibilities of marketing is more important for the organization
to attain the competitive advantage in market place in effective way. Complex business
environment affect the overall performance of the Apple. So that maintain all the role and
responsibilities is more important for the cited company to take place in competitive market.
Market segment, planning and strategy is more important because it aid getting target of the
business in appropriate time period and also enhance their profitability level. Effective strategies
can help in formulating all the process as well as activities in ethical manner which contribute in
organizational success.
M2 Importance of interrelationship between marketing and other functional units of an
organization
Effective interrelationship among all the marketing as well as other function is more
important because aid in increasing the productivity in effective way and get higher success at
marketplace. To achieve competitive marketing place, it is more important for the Apple to
develop their relation with other function units which impact on overall business performance in
positive manner. Marketing function of Apple take strong place in order to capture larger market
share from its rival and get effective success. This will helps in achieving its setted goals and
objectives in effective time period.
D1 Key elements of the marketing function and how they interrelate with other functional units
All key elements of marketing function play vital role in Apple Inc because it increase
the customers demand and also influence for buy its products and service in large number. It
include product, price, place and promotion but with the development of marketing process it
also include three elements which are people, process and physical evidence all these are
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intangible part of the company which also influence the customers demands. These elements are
effective because it evaluate the customers needs and wants after that provide quality products to
satisfy their needs in appropriate manner. Product related to the marketing department which
used to fulfil the customers needs. Price and place both are elated to the sales department to
achieve effective results in best way.
TASK 2
P3 Comparison of marketing mix
In marketing process there are various type of tools used by the company to increase their
performance level in effective manner. It is an important responsibility of manager of the
company to manager all variables of external environment so that the company achieve
competitive advantage. Apple use marketing mix tools in their process which helps in controlling
all the products and services in appropriate manner. It include various tools like product, price,
place, promotion, process, physical evidence and people. All these factors are more important to
ensure about growth rate of the company at marketplace. Every organization focus on these
elements because it define actual quality and quantity of the goods that required by the customers
for their satisfaction (Lamb, Hair and McDaniel, 2011). In today's complex market both tangible
and intangible elements are required by the customers to fulfil their demands in appropriate
manner. In this process the two company are Apple and Samsung define the comparison
between them in order to understanding about the marketing mix in effective way so that both
companies are take best advantage in the marketplace.
Apple is a technology company which provide its various types of products to its
customers so that they undertake effective researches to identify the customers needs and provide
their services according to them. For this company used various tools and techniques to satisfy
their needs by delivering quality products in order to achieve large number of profitability. On
the other hand Samsung is a biggest company which provide various products and services to its
customers and get higher satisfaction by them. They enhance their business by providing quality
products to its customers in order to generate more revenue in every year. Both cited company
has grown their scope by using effective marketing application. It assist in increasing the
knowledge about its process and methods so that they develop their process in market. There are
comparison of marketing mix between Apple and Samsung in below mentioned:
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Basis Apple Samsung
Product Apple is one of the biggest
company in the world. They has
continue expand their product mix.
Main and popular products are
Mac, iPad, iPod, iPhone, apple
watch and various software. They
introduce innovative products at
market by undertake various
research and development process
in at marketplace.
The products services are intangible
in the market. So that Samsung
undertake various researches before
delivering their products and service
at marketplace. They provide as well
as offer more products categories to
its customers to achieve their higher
satisfaction in appropriate manner
(Lancaster and Massingham, 2010).
They include various products in their
process like mobile device, home
applications, T.V, information
technology and memory which all are
offer to its customers according their
needs.
Price It is an important and premium
brand so that other companies
competition with apple is nor on the
price basis. For apple company
price is does not anything they
focus on their quality products. The
cited company provide best and
attractive features products to its
customers so that price is
automatically increased (Lipsman
and et.al., 2012). They decide their
premium price and ones customers
use its products than they wont go
for other brand so that it is an
Samsung is a dominant player in the
market so that they use skimming and
competitive pricing strategy to sale its
products at effective price. With the
help of these methods they easily take
place in competitive market place and
invite large number of customers over
there. By using skimming price
strategy they achieve high value of
their product before its competitors.
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important advantage of this
company to generate more revenue.
For this they set premium price for
all the products.
Place Apple used effective and
competitive process to reach its
premium customers. Every store of
this company at more visible place.
At the initial stage apple come up
with idea to sell their products.
They involve authorized retailers
for their products . E-commerce
portal is also a big point for
company sale. Apple company
having lots of staff members on the
basis of their complexity because
they all are understand effectively
about its products and features.
They use various place to sale their
products like trade partners, retail,
online, store layouts and their
helpful staff.
Samsung sale their products directly
to the retails and dealers so that are
responsible for the sale of the
company. One of the positive
advantage of cited company is their
distribution process so that they
easily deliver their products at
particular location where customers
easily reach and buy the products.
Promotion Apple always target their specific
people segment so that they
undertake their promotional
activities on their basis in order to
achieve higher profitability from is
rivals. Cited company use
aggressive strategy in their process
like T.V, print media, billboards
For Samsung promotional activities is
more important in order to engage
their target customers and brand
position of the company in effective
way (Mihart, 2012). They promote
their services by using newspaper and
digital media. They also invite
celebrities to promote their brand in
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and many more process so that they
develop customers awareness about
its products. They believe in those
kind of advertising which is simple
and heart touching of the
customers. In this marketing mix
apple use various points in their
promotion process such as elegant
promotion, talking to the point,
premium media and some price
based offers.
order to increase their sale and attain
customers loyalty towards its
company. They also used tactics of
promotion to influence their
customers to buy products in large
number. Samsung is very popular
brand that sponsor various events and
also provide heavy discounts at
festivals in order to invite more and
more customers toward its company
as well as products.
Process Apple always update their process
and adopt new and innovative
process for increasing their
efficiency in operations activity.
They focus on the core process to
produce and deliver their products
and service. All the service are
deliver according to customers
expectation.
Physical evidence Apple stores and products are more
physical evidence which offer to the
customers so that they easily sole
their services in appropriate manner
(Nguyen and Simkin, 2012).
Samsung company sale their products
in various countries in order to
deliver their services for physical
evidence.
People Apple having lots of employees in
their company which aid in
effectively manage all the stores to
service effective products to its
target customers.
Samsung always understand that
employees are more important so that
they use and add more than 67000
people in their outlets in appropriate
manner.
Comparison:
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Apple and Samsung company both are used marketing mix in their process to attain
higher success at market place. All the tools are more essential to achieve its goals and objectives
in appropriate manner. The comparison in both company is below mentioned:
Apple Samsung
Apple use marketing tools to reach their target
customers and offer quality products. By this
they influence their customers to buy its
products because they invest lots of fund in
their activities to set their strong position at
market.
The Samsung company use marketing mix to
achieve competitive advantage in the market
place (Papasolomou and Melanthiou, 2012).
For this they use skimming and competitive
price strategy to sale their products in effective
way.
M3 Various tactics applied by organization to demonstrate how business objectives can be
achieved
Various strategies are used by the Apple to attract large number of customers towards its
services which aid in satisfying them effectively. Apple used penetration pricing strategy which
aid in taking competitive place in effective manner. With the hep of this strategy they capture
large market share at marketplace. For they they offer and provide quality products to its target
customers and get their satisfaction level in order to achieve its goals and objectives in
appropriate way which contribute ion enhancing the company sales. Set the products price is
more important for the company so that they easily invite larger customers towards its products
and achieve their loyalty in better way.
D2 Strategic marketing plan that tactically applies the use of the 7Ps to achieve overall
marketing objectives
Marketing plan is more effective for the Apple which is define by the manager of the
company to achieve its marketing objectives in systematic manner. Manager of the company
consider marketing mix elements in their plan which contribute in overall success. Products use
to customers to fulfil their needs which offered by the company and the price show the overall
quality of the products which give by the customers to the company in monitory term. Place
define that point where customers reach to buy the products. For convenience of the customers
company set their outlets accordingly. To increase the sale of the company Apple use
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promotional activities to increase the awareness of the product in customers mind so that they
purchase its products in large number. For this they include sale promotion, public relation and
many more activities which assist in enhance the profitability in effective way. People, process
and physical evidence are intangible terms which also used by the company to invite large
number of customers toward its outlets. All elements are important in the marketing plans to
achieve its objectives in effective way.
TASK 3
P4 Marketing plan for an organization
Marketing plan is an effective process which is define by the company to set the
appropriate process that can be considers and follow by the employees to achieve its goals and
objectives. It is an written document that show all the activities which performed by the Apple
in achieving its target by enhancing their abilities in better way.
Company profile:
Apple in an American multinational technology company. It founded in 41 year ago.
They have 498 stores and the current revenue of the company is US$215.639 billion.
Mission of Apple:
Current mission of apple is designs macs which is best personal computer as well as
software.
Vision of Apple:
They believe in the face to the earth and make quality products. For this they focus on
innovation.
Situational analysis:
It is an effective process that used by the manager of the company to access internals and
external factors of the company.
SWOT analysis of Apple:
Strength Weaknesses
 High profit is one of the biggest
strength of the Apple.
 Reputed brand image.
 Best financial position (Pike, 2015).
 High price is a big weakness.
 Distribution network in limited.
 Sales at high market.
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 Range products and service.
Opportunities Threats
 Expand their distribution channels.
 Innovation in new products.
 Diversification in products.
 High manufacturing cost.
 Aggressive competition at market.
 High labour cost.
Objectives of Apple:
The main and important objective of the Apple is to gain as well as capture large market
share and take strong position at competitive market. By serving quality products they achieve
their objectives in effective way.
Segmentation:
Apple set their segmentation on the basis of age, lifestyle, attitude and culture of the
customers. On the basis of these segments they provide their premium products (Wirtz, 2012).
Targeting:
Apple always target their premium customers so that they offer and serve their products
accordingly. But the main target of the company is to invite more customers towards its
products.
Positioning:
Apple have strong position at international market by delivering quality features in their
products line to its customers. By this they increase customers loyalty in effective manner.
Marketing mix:
Apple used marketing tools to manager all the trends which exist in the market to attract
large number of customers. Product: Cited company offer quality products to its customers to get higher satisfaction. Price: Set their products price according to the quality that serve in the market. Place: Apple expand their business at international level which aid in achieving loyalty
of the customers (Xiao-zhong, 2012). Promotion: By using print media, and newspaper and billboards Apple increase their
sales of their products.
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 Process: Apple used new and innovative process to update their technologies in order to
increase their productivity. People: Apple hire and involved more experience employee at their various stores who
well understand about its products. Physical evidence: Apple set better and attractive outlets to influence the customers taste
towards its products.
Marketing strategies:
Apple use various strategies to complete their task with more efficiency. They used
relationship market strategy in their business activities to maintain the effective coordination
among all the employees so that they serve quality services to their customers. These action aid
in achieving target of the company.
Implementation:
This activity perform by the manager after planning process. For achieve better results it
is important for the manager to effective implementation to achieve positive results. It required
fund to invite number of customers and enhance the overall productivity.
Evaluation:
It is last step of marketing plan which is done by the manage in order to access as well as
measure the overall performance of the plan (Fırat, 2013). With the help of this process the
manager define their weakness and also work on their negative work so that it aid in reducing
uncertainty in business.
All the steps are effective for the making a effective marketing plan which assist in
achieving the organizational goals and objectives in appropriate manner.
M4 Produce detailed coherent evidence based marketing plan for organization
Marketing plan is more effective for the company it is an written document which show
all the aspects that perform in the business to achieve the overall success at market. Marketing
plan define effective way to invite more and more customers toward its company as well as
products. That define mission, vision, objectives and define effective way to achieve its target on
the basis of better segmentation. Overall marketing plan define the current needs and also
evaluate the opportunities of the firm which impact the overall performance of the company and
get competitive place in the market.
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CONCLUSION
In the above mentioned report, it can be concluded that marketing is more effective
process which is used by the company to exchange their relationship with customers and get
competitive advantage in appropriate manner. In this the interrelationship of the market with
other organizational function is also an effective because it enhance the overall scope of the
company to take competitive advantage at marketplace. A marketing mix is more important tools
for the Apple to gain effective results by providing quality products to its customers. last but not
least the marketing plan is also prepare by the company to evaluate the overall performance and
increase profitability in appropriate manner.
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Seven Marketing Function, 2017. [Online]. Available
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