Roles and Responsibilities of Marketing Function and Marketing Mix of Easy Jet and Aldi

Marketing Essentials

Contents
Introduction.................................................................................................................................................3
Main body...................................................................................................................................................3
Activity 1- Roles and Responsibilities of marketing function..................................................................3
Marketing mix.........................................................................................................................................5
Activity 2- Marketing mix of Aldi...............................................................................................................7
Conclusion...................................................................................................................................................9
References.................................................................................................................................................10

Introduction
The traditional concept of the marketing was narrow which gave importance to buying
and selling activities within the preview of marketing. It is a performance of business activities
that direct the flow of goods and services from producer to consumer. The modern concept of
marketing starts with the determination of consumer wants and ends with satisfy those wants.
The marketing is vital concept as it helps the business in selling and promoting the product or
service for accomplishing competitiveness from the competitors and leads to increase in sales
and profit, planning and decision-making. The resources are optimum utilized which create the
goodwill of the organization and collaborating with various departments such as HR, finance,
production, and marketing. For the success of product it should be communicated in right way to
right people at right and place. In this study the discussed topic are related to roles and
responsibilities of marketing function and marketing mix of the organization (Armstrong and et.
al.,2018).
The chosen organization is Easy Jet is a British multinational airline group operating
domestic and international schedule service more than 1000 routes over 30 countries. The airline
headquarter is located at London Luton airport. It was established in 1995 by John Barton. The
current CEO is Johan Lundgren. It is a parent company of Easy Group. It is a low-cost airline
group listed on London stock exchange.
Main body
Activity 1- Roles and Responsibilities of marketing function.
Marketing concept is related to the customer satisfaction as it has become market
oriented by focusing on marketing activities and practices for profit maximization in the
organization. The manager performs various roles and responsibilities of marketing activities.
The role of the manger in the marketing is to identify marketing strategies by identifying the
demand of the customer wants and needs which is satisfied through exchange process. It is a
customer-centric approach which helps the business in survival and success by increasing market
share and customer retention. The role of the marketing manager is to identify the target market

and segments for creating marketing plan of the product in the organization. The role of the
manager is to establish environment scanning of threats and opportunities by understanding the
strength and weakness of the business. The brand experience of consumer is audit which helps in
developing new products. The role of the manger is to ensure optimum utilization of the
resources and creating a market plan for the product for entering into new market. The marketing
creates product utility in the terms of place, time, information, possession. The marketers use
various communication tools such as advertising, sales, promotion and media for promoting the
product which creates the image and brand equity. The marketing plays vital role in founding of
relationship between the consumer and organization contributing to market. In the market it
provides the confidence for trying of new product (Baron and et. al., 2018).
Responsibilities
 Market research- It defines the detailed study of different aspects of marketing with the
basic purpose of facilitating marketing decisions. The study is related to the product, price
policy, advertising and sales techniques, consumer taste and preferences. The mangers
consider all this factor for improving production process and satisfying customer wants by
delivering quality products.
 Promotion - It defines to all such activities such as advertisement, personal selling, sales
promotion and publicity which are intended to influence the buyer behavior. The
importance of promotion has increased due to the competition. The manger is responsible
for reducing cost by using various promotional techniques for product promotion. It is a
part of marketing activity which helps the business in competing with the competitors by
attracting large number of customers in the market.
 Product planning and development- The aim of producing goods and services is to
satisfy the need and wants of the consumers which requires deep analysis and study of
potential consumers according to that new product is developed. It improves the production
process which helps in providing high quality products by reducing their prices with the
effective product planning and development. It helps in development of various marketing
strategies. The product development delivers the product attributes such as quality, features,
and design (Boyd and et. al., 2019).