Marketing Essentials

This presentation provides an overview of marketing essentials, including the elements of marketing, marketing functions, and the roles and responsibilities of marketing in the wider organizational context. It focuses on the case study of H&M, a multinational company known for its competitive market share.

Marketing Essentials
LO 1

Table of content
 Introduction
 Overview of H & M
 Elements of marketing
 Marketing functions
 Roles and responsibilities of marketing relate to wider
organisational context

Introduction
Marketing can be defined as the activity in which an organisation
conduct promotional activities to aware customers about the
products that are offered by the company. Marketing may help an
organisation to be more competitive in the market.

Overview of the H & M
Full name of the organisation is Hennes & Mauritz which is
operating its business in multiple countries and offering good
products to its customers so that it may acquire large market
share. This company was founded in year 1947 and since that
year it is executing its business effectively by keeping large
market share.

Elements of marketing
Production concept: Customers prefer those products that are not more
expensive and easily available in the market. It is suggested to H & M
that it should produce such products that may fulfil demand of
customers.
Product concept: According to this concept customers get attracted
toward those products that are of good quality and have unique
features.
Selling concept: Customers buy such products that are aggressively sold
or promoted by the companies.

Marketing functions
These are the set of marketing activities in which organisation try
to aware customers about the products. For all the companies it is
very important to conduct promotional activities so that sales and
profits can be maximised by attracting large number of customers.

Continued...
Gathering market information: Main responsibility of
marketing is to gathering market information so that marketers
may formulate strategies that are going to be formulated for future
perspective and also very beneficial for the organisation.
Selling: Marketing activities are performed for the purpose of
sales it is very important for the organisations to analyse that their
marketing techniques are beneficial for the company and it has
resulted in increased sales or not.

Roles and responsibilities of marketing relate to
wider organisational context
Marketing and finance department: Finance department of
every company is liable to allot funds to all the departments of the
company so that all the operations can be operated smoothly.
Marketing and human resource department: Human
resource department of H & M is liable to perform all the
organisational activities. This department hire employees who are
part of different department of the organisation.

Continued...
Marketing and research department: Research department of
the organisation is liable for the market research and then provide
that information to the marketing department so that all the
activities that are related to marketing can be performed
appropriately.
Marketing and IT department: IT department of the
organisation is related to technologies and it help the marketing
division to use new and innovative techniques in the marketing
activities.

Conclusion
This presentation summarises that all the departments of an
organisation are interrelated to each other and help to operate
business in effective manner. All the department cooperate with
each other so that all the activities can be operated effectively

References
Arguello, N., 2013. Secondary marketing research certificate:
library collaboration with the college of business and
marketing faculty. Journal of Business & Finance
Librarianship. 18(4). pp.309-329.
Wirtz, J. and Lovelock, C., 2016. Services Marketing: People,
Technology. World Scientific Publishing Company.
Bernstein, D., 2018. Essentials of psychology. Cengage Learning.