MARKETING ESSENTIALS

MARKETING ESSENTIALS

Following topics will be covered
 Introduction to the concept of marketing, including current and
future trends.
 An overview of the different marketing processes.
 Explain the role and responsibilities of a marketing manager in
River Island.
An explanation of how marketing influences and interrelates with
other functional departments of River Island.
The value and importance of the marketing role in the context of
River Island.
Conclusions supporting the significance of having effective
interrelationships between different functional departments.

CONCPET OF MARKETING
There are three types of marketing concept such as:
 Marketing concept: focus on the providing the full detailed
information to the customers about the products.
 Production concept: Focuses for providing the products and
services to their customers in various places and through
different distribution channels.
 Product concept: related to providing best quality of products
with the latest pattern and trends on their clothing products.

CONTINUE…..
Current and future trends of marketing
 Current trends of marketing: various types of marketing
strategies are used as per the current business conditions.
Currently they are using different types of marketing to
promote their products.
 Future trends of marketing: Industrial marketing,
societal marketing and relationship marketing are the future
marketing trends which will be followed by River Island.

Marketing process
Marketing characteristics
 Traditional marketing is the main nature of marketing in
which human activities are considered and according to this
their requirements will be covered by organization.
 Marketing related to the customers orientation.
 Quality of products are provided within a reasonable and
affordable prices.

Operations and structure of marketing in River Island
 There is a link or connection between the owners and
marketing department.
 Marketing manager handle the activities of marketing and
make and creating of the marketing strategies.
 Selection of proper communication means.
 Research about the market.
 Group discussion and survey are also conducted to identify
the current trends.
 Means of communication such as- print television and other
digital platforms.

Business to customer (B2C) and business to business (B2B) marketing
Business to business process (B2B)
 River Island sells their products to any other organization.
 Mainly conducted during partnership or merger.
 Marketing process their main aim is to invest in the activities
of marketing.
Business to customers (B2C)
 They are sold their products directly to the customers.
 No intermediate is required between customers and River
Island

Roles and responsibilities of marketing manager
 manage respond and improve the functions and other
objectives of the organization.
 Achieve high profits for organization.
 Creation of appropriate and requirement strategies and
policies.
 Consider the vision and mission of the organization.
 Develop the effective business or marketing plans and
strategies.
 Use communication channel to promote their product in the
market.
 Retention of customers with maintaining effective
relationship.

Marketing influences and interrelates with other
functional departments
Marketing department have interrelationship with various
departments of organization such as:
 Production department: Handles products manufacturing
according to the market demand. Marketing department
provide information about the expectation to production
department. Production department checks the products.
 Administration department: administrative department
consider the important policies and procedures of
organization. This department is related to marketing
department as it provides all the guidelines regarding
marketing strategies to the marketing department.

CONTINUE…..
Sales department: sales department is to assist their
customers when they visit to store. Role is to promote their
products directly to the customers. Provides important
guidelines to the marketing department.
 Finance and accounts department: Financial functions and
transactions related to the finance must be recorded by the
accounts and finance department. Marketing department
consults with the accounts and finance department about the
data of profits so that they can enhance or improve their
marketing strategies.

IMPORTANCE OF MARKETING ROLE
Marketing helps to transfer, exchange and movement their
services and offers in the market.
It helps to raise the standard of the organization and
relation between and their customers.
Marketing also raise the employment for the candidate
because for marketing employees is required.

CONCLUSION
 Marketing and other functional department of the
organization that create major impact on the overall
performance and efficiency of River Island.
 Marketing and HR (Human Resource) department of River
Island also share an important relationship to meet the goals
and objectives of organization.
 Department of marketing and its activities require well
skilled and trained employees and that are appointed by HR
department only which shows that they are interrelated with
each other.

CONTINUE…..
 The main objective of organization is to develop an effective
interrelationship between the functional departments and
marketing department of River Island.
 Business is required to manage the performance and
functions of every department in River Island.
 Effective interchange and coordination of information or data
between the employees to manage the performance level is
also essentially required.
 Marketing and production level increase or enhance the
usefulness of the organization

REFRENCES
 Sheth, J.N. and Sisodia, R.S., 2015. Does marketing need
reform?: Fresh perspectives on the future. Routledge.
 Dawson, J.A., 2014. The Marketing Environment (RLE
Marketing) (Vol. 1). Routledge.
 Felicia, S., 2014. The Marketing Mix Optimization. Annals-
Economy Series, 1, pp.253-257.
 Wirtz, J., Tuzovic, S. and G. Kuppelwieser, V., 2014. The role
of marketing in today's enterprises. Journal of Service
Management, 25(2), pp.171-194.