Marketing Essentials

Marketing
Essentials

Contents
INTRODUCTION...........................................................................................................................1
Explain roles and responsibilities of the marketing function......................................................1
Analyse roles and responsibilities of marketing in context of marketing environment..............4
Explain how roles and responsibilities of marketing relate to the wider marketing relate to the
organisation context.....................................................................................................................4
Analyse the significance of interrelationships between marketing and other functions units of
an oanisation................................................................................................................................6
Critically analyse and evaluate about the key elements of the marketing function and how
they irrelated with other functional units of an organisation.......................................................7
TASK2.............................................................................................................................................7
Compare the manner in which firms apply marketing mix for marketing planning process for
achievement of business objectives.............................................................................................7
Evaluate different tactics applied by organisation to demonstrate how business objectives can
be achieved................................................................................................................................11
Task 3.............................................................................................................................................11
Produce and evaluate a basic marketing plan for an organisation.............................................11
Produce a detailed coherent evidence of marketing plan about organisation............................15
Design a strategic marketing plan that tactically applies in use of the 7ps to accomplish overall
market objective.........................................................................................................................15
CONCLUSION..............................................................................................................................17
REFERNCES.................................................................................................................................18

INTRODUCTION
The description about marketing is defines process of manufacturing, selling,
distribution and promotion of product and service. The main agenda of pursuing marketing is to
aware about product and services which can fulfil customer needs and wants. As per process of
creating, communicating, delivering and exchanging offering the value of product quality, price,
customer and large society. Every organisation must require marketing process where it plays an
important role to expand and create effective goodwill related to goods and service as well as
company perspective (Akinlaja., 2018). Research of marketing involves different functions link
the consumer, customer and public to marketers through information which is assort to identify
issues and opportunity to effectively evaluate information to address issue.
In this report, the organisation is taken Amazon incorporate, it is multinational
technology company which is situated in Seattle, Washington that helps to focus on e-commerce,
cloud computing, digital streaming and artificial intelligence. Currently, Amazon becomes one of
most influence economic and culture forces in world. The company was founded by Jeff Bezoz
in Bellevue, Washington, United States of America in July 5, 1994. They basically deals with
online platform of product and services to selling electronics, software, video games along with
furniture and jewellery. As number of employees are around more than 5000+ in all over
worldwide for being competitive (Al Badi., 2019). In report topics are covers roles and
responsibility of marketing function along with marketing is relate to wider organisational
context. To differentiate in situational ways to apply marketing mix towards marketing planing
process to accomplish business objectives. Produce and evaluate a basic marketing plan towards
organisation.
Explain roles and responsibilities of the marketing function.
Definition of Marketing:
Marketing is concept of creating awareness about product and service awareness to
producing, distributing, selling, advertising in specific market place (Avila-Robinson, 2018). As
function of marketing department perform various roles to performs towards presuming
marketing and promotion. The department is having necessity for companies in enhancing their
customer base as this department attracts and retain customer by ensuring satisfaction level from
services and product of organisation. The marketing also enhance to research about scrutinize
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overall internal and external information which plays an essential role by supporting to guide
presuming create awareness for a long term period (Alford., 2018). The marketing department of
Amazon maintains and develop strong relations with customer as well as ensure about their
satisfaction and good experience from Amazon. There are some roles and responsibilities which
they performed through marketing department of Amazon are discussed below:
 Market Research: As per this role is performed through marketing department in which
it presumes major responsible towards determining as well as having trends that changes
in market place as well as among with customers. As Amazon marketing team plays an
effective role in which they determine various change which systematic gathered
information related of choices and preferences of customer (Wakabayashi., 2018). For
competitors like Walmart, flipkart and other online e- commerce business performance
get to mapped by marketing manager where they ensure and focuses on trending practise
which helps to stable and attain as much as customer to further growth in market.
Amazon allows their marketing team to execute their research work through attain
feedback from consumer about their interest in product or service. Meanwhile, many
techniques are present to better conducts market research through face to face interview,
phone research and online market research of collecting suggestions and
recommendation.
 Listing customer demands: In perspective of establishing strategy, it require necessary
to get closer measure and shows attention towards specific customer needs where they
plan to focus towards their people needs and wants. This is responsibilities of marketing
department where they need to aware about knowledge for customer demanding from
market in perspective of product to necessary receiving customer feedback. Similarly,
marketing team of Amazon also approaches for customer demands or expectation from
particular product and services in which they focuses towards analysing survey from
company internal channels by conducting survey or capture information of sales team
customer support through department relation with customer (Critchley ., 2020). Other
channel which is outside from company where they performs to create actions in social
network that helps to better understand needs of user to convert them into customers. By
successfully accomplish customer needs and demand by Amazon attain more benefits in
terms of customer retention, high value of market share.
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 Handling marketing budget: Through this role it perform for developing the budget
activities relates to marketing. The marketing department of Amazon helps to assess
different changes in market that creates impact on company as in positive or negative
manner (Elrod and Fortenberry , 2018). Therefore, various external factors that affects
business through department needs to manage budget as per accordingly. Manager of
marketing in Amazon understand and effectively analyse situation towards developing
the marketing budget in an effective manner which creates more growth and success tend
to be accomplish. To forming budget, some strategies play important for Amazon to
performing marketing related such as: Developing marketing strategies allows to
performed from marketing department towards Amazon through which it develops
strategies and policies to establish activities of marketing to gaining high competitive
advantages (Fill and Turnbull., 2019.). Therefore, marketing manager carries their
responsibilities to effectively promotes for expecting positive outcomes by implementing
strategies. Brand Equity is having marketing department of Amazon is also responsible
for building developing brand equity and having image of company in highly
competitive market (Géczi, 2019). To conducting effective influence interest and
measure buying behaviour towards targeted customer using various advertising in social
media platform and television, radio or newspaper and holdings as banners marketing in
successful manner towards Amazon company.
 Searching for marketing tools: It is major information which is scrutinize through
marketing manager where it assort in marketing field for collection about information.
This is the reason that marketer must concerned about new technology towards new
trends, strategies and digital tools as per time accordingly (Grimmer., 2018). As Amazon
utilise different types of tools in their premises such as Product management tools
which allows to depending in product related management on going process. Team
members of marketing enhance better understanding how to use these tools of marketing
in their workplace, as some analytical tools has more influence like google analytical
which is must determined towards product success and other kind of areas with greatest
or lowest interaction. Marketing automation tools helps to proper managing as well as
controlling towards process of digital marketing strategy, it guides to creates more
intellectual content, landing pages as well as email marketing. This leads towards
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