Marketing Essentials

This presentation explores the key roles and responsibilities of marketing functions, the role of marketing in B2B and B2C, and the role of marketing in the environment. It also discusses the roles and responsibilities of marketing in a wide organizational context, using Burberry as a case study. Learn about the different marketing concepts and their implications for successful marketing planning.

Marketing
Essentials

Table of Content
 Introduction
 Key roles and responsibilities of marketing functions
 Role of marketing in B2B and B2C
 Role of marketing in environment
 Roles and responsibilities of marketing to wide organisational comtext
 Conclusion
 References

INTRODUCTION
Marketing depicts to the activities which are adopting by an organisation to promote
selling and buying of its products and services. Marketing term comprises various
activities within like advertising, promoting, selling and delivering of its products
and service to customers or other business organisations. To detail understand the
marketing concept the taken organisation is Burberry which is a British luxury
fashion house, headquarters are situated in England and London. This report will give
their focus on covering the roles and responsibilities of marketing along with their
relationship with other functions of the organisation

key roles and responsibilities of the
marketing function
Marketing refers to the process of gaining the attention and interest of potential
customers towards products and services of the business with the help of several
activities. This process includes researching, promoting, selling and distributing the
products and services. Nature of marketing is very wide as it is considered as a
dynamic process of human activity, consumers oriented, goal oriented, exchange
process, guiding elements of business etc.
The marketing concept is categorised into five categories which defines
the core of marketing in Burberry. All these concepts also involve current and
future trends for a successful marketing planning. These all are defining below:

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Production concept: This is generally work on the basis
of consumers perceptions which depicts consumers
are decline towards the product when they are easily
available at affordable prices. Therefore, operational
capacity needs to give their emphasis on enhancing
production rate.
Product concept: It defines that consumers will choose
that products which are valuable, qualitative and
innovative. This depicts that consumers will retain
when they will get higher benefits from the
products.

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Selling concept: This defines that consumers can attract through effective
promotions, customers tends to emphasis over that products which are sharply
promoted in marketplace.
Marketing concept: It explain about that it is required for organisation to have
higher brand value as if brand value is at higher position then customers will
automatically attract towards company's products and services over rivals.
Social marketing concept: This concept represents the wants and needs of
targeted customers which make priorities company's products over competitors.

Role in B2B and B2C
Marketing department within Burberry plays an important role which helps them in
promoting their products and services in market. Other, Structure of marketing
division based on the requirements of organisation. However, in this a leader and
high level executive have a significant importance in formulating strategies and
carrying operations of the business. Also, Marketing plays a crucial role in B2B
and B2C and environment as well which can be understood by following points:

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Voice of customers: Marketing is more than the function of research and surveys. At the core
it defines about the requirements, fear and reasons behind that why a customer giving its
preferences to purchase a particular product. As Burberry is a B2C organisation, this will
help them in coming up with the best products as per the customers demand and needs
which enables them to get higher profitability and recognition in market.
Marketing owns consumers experience: It is not only based on the typical B2B marketing
setup like demand creation, awareness and others. But it also gives its focus on effective
service delivery and product development. Due to this, it plays a crucial role in both B2B
and B2C by giving the proper information to the businesses about other organisations as
well as customers so that best decisions can be made up.

Role of Marketing in
environment
Marketing also have a significant role in environment which can be ascertained by
following points:
Marketing research: Marketing plays an important role in collecting information
about the product, price and customers which help the organisation like Burberry in
introducing best products in market.
Market strategies: Marketing also helpful in making strategies as per the needs
and wants of targeted customers so as to bring proper coordination between the
organisational objectives and opportunities of market.

Roles and responsibilities of marketing to
other functions
As marketing is consisting various functions within due to which marketing division
within the organisation like Burberry have great relationship with other functional
units of the organisation which enables the business firm in accomplishing their a
common task in the most effective manner. The interrelationship of marketing with
other department can be seen through following points:

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Marketing function in relation with finance : The interrelationship with these
department provide huge benefit to Burberry as marketing department is responsible
for researching, implementing, planning, formulating business strategies so in this
finance department provide them sufficient funds so that they can operate all the
activities smoothly without facing any kind of issues.
Marketing function in relation to HR : HR department is liable for recruiting and
selecting candidates within the organisation in which marketing department give their
huge contribution in attracting a pool of candidates towards the vacant position so that
HR managers can select best candidate for their organisation who is able to give their
higher efforts in achieving the organisational goals and objectives.

CONCLUSION.
From this PPT, it can be concluded that marketing is the one of the important part of an
organisation as it assist the business manager that how they can improve their market
share within the limited period of time. This concept include a range of functions
within which needs to be considered by marketing manager in order to fulfil demand
and needs of customers in an effective manner.

REFERENCES
Ali, Z and et.al., 2015. Understanding E-marketing as a Firm's Promotional tool and Its
Impact on Consumer Perception. International Journal of Academic Research in
Business and Social Sciences. 5(3). p.365.
Baker, M. A. and Magnini, V. P., 2016. The evolution of services marketing,
hospitality marketing and building the constituency model for hospitality
marketing. International Journal of Contemporary Hospitality Management. 28(8).
pp.1510-1534.

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