Introduction •Marketing is a managerial process which helps in moving goods and services from concept stage to final customer. •It is the management and study of exchanging relationships. 1
The Nature Of Marketing Customer oriented Modern marketing preceded and succeeds production It is goal oriented It is Science as well as art Marketing is a system It is also a process (series of interrelated functions) 2
Marketing Concept This concept is based on the belief that companies should analyse customers as to make rational decisions. •The Production Concept •The Selling Concept •The Marketing Concept •The Societal marketing Concept 3
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Trends in Marketing Current Trends- •Relationship marketing •Industrial marketing •Societal Marketing Future Trends in marketing: •Digital Transformation •More opportunities due to urbanisation •Internet individuals. 4
Environmental impact On Marketing There are various impacts of the external environment on the organisation and its marketing function. With the help of PESTLE analysis the impacts can be understood. •Political •Economic •Social •Technological •Legal •Environmental 5
Marketing Process Setting Objectives and Goals Situational Analysis Environmental audit Marketing Strategy Marketing mix Implementation and Control 6
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Roles and responsibilities of marketing function Marketing function of Tesco is made up of many factors which helps it in enhancing its functionality and productivity. Marketing Process in TESCO Conducting market Research Developing marketing Strategy Customer Relationship Manager Employee Management Identification of future Trends 7
Duties of Marketing Function In TESCO Brand Development Competitive Intelligence Public Relations 8
Importance of marketing for Tesco Promotes salesPromotes healthy competition Builds brand image and reputationIncreases the Public relations 9
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Interrelation of Marketing with other Departments Marketing playing different role and have influence over different functions of Tesco. •Marketing with Finance •Marketing with Human Resource •Marketing with Production •Marketing with R&D 10
References Leite,A.C.,2012.Aimportânciaeocontributodo marketing de guerrilha no sucesso das marcas (Doctoral dissertation, Escola Superior de Comunicação Social). Malhotra, N.K., Birks, D.F. and Wills, P., 2013. Essentials of marketing research. Pearson. Peter,J.P.andDonnelly,J.H.,2011.Marketing management: knowledge and skills: text, analysis, cases, plans. Plano: Business pub., INC. 11