Marketing Essentials: A Comprehensive Review

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of marketing function...................................................................1
P2 Roles and responsibilities of marketing in firm.....................................................................3
TASK 2............................................................................................................................................5
P3 Comparison of marketing mix among two companies..........................................................5
TASK 3............................................................................................................................................8
P4 Marketing Plan.......................................................................................................................8
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is necessary as well as essential in each and every business entity. For doing
marketing in competitive market, employees have to identify that needs and wants of consumers.
It is an action process which assist in selling products and services to targeting service users.
They have to use appropriate tools and techniques so that they can improve strong base of buyers
and on the basis of that they have to earn maximum profit (Al-Hasan, Thomas and Mansour,
2016). For attracting large number of consumers they have to deliver better quality products and
services at a affordable price. Present report is based on McDonald's which is a chain of
restaurant and in this approx. 375000 employees are working. Company is earning
approximately US$24.622 billion revenue. In below mentioned report, discussion based on
concept of marketing and interrelation between different functions or departments in business
entity. Along with this marketing plan should be demonstrated.
TASK 1
P1 Roles and responsibilities of marketing function
Marketing is management procedure by which goods and services move from idea to
customer. there is coordination of 4p's of marketing such as product,price,place,promotion. For
example apple is come up with its new product so the price of new product is depend upon the
products which are already available in the market. Basically marketing is all about advertised
your products on online or television or any kind of media where customer can know about your
products. marketing is different from selling. In selling consumer exchange cash from your
product (Babin and Zikmund, 2015).
History of MC Donald It is began in 1940 as restaurant opened by two brothers Richard
and Maurice MC Donald in California. In 1967 MC Donald went internationally by opening
restaurants in Canada. Number of global restaurant:More than 32000 in while world.
NUMBER OF COUNTRIES:In 117 countries MC Donald have their restaurant. MC Donald
have 1.7 billion employees in whole world .MC Donald have also franchised restaurant around
the world more than 75 % .
Marketing function is kind of role by which a company identify its potential products and
differentiate from its similar products. large business are uses marketing function. Without it no
company can sell their products. basically market function include market research,market
1

development and making marketing plan. There are ten important market functions which are
Market plan, Market information, Customer support, Packaging labelling and branding, Risk
taking, financing, Standardization and grading, Product differentiation, Product designing and
development, Exchange functions (Baker and Saren, 2016).
Marketing department plays a very significant role in merchandise function of an
organisation as well as it act as a indispensable tool in promoting the product of a company
across national boundaries . This is the responsibility of the marketing department to reach the
customer so it can boost the sell of product of company. Major role of marketing function is
differ from company to company.
 Manage and explain your brand: This is the first and initial role of marketing in any
organization. It explains about your company like who you are, what you can say about
your company and how your company acts.
 Conduct campaign: This is another role of marketing to conduct campaign for market
initiatives. It identify products in your sell cycle and than arrange material for their
marketing.
 Arrange promotional materials: Marketing department should arrange the material
which are important to promote products and services of the company.
 Create social media for products: Marketing department also help to manage and create
social media for promoting the products. It can boost up the sell of the product (Banerjee,
2013).
 Create internal communication: It is very important for the company to create internal
communication. Employees need to understand about the company its values , rules and
procedures.
 Conduct market research: Market research is very important for analyse target market
and customers for different products. Also important to understand how product
perceived.
 Monitoring vendors and agencies: Marketing department is responsible for selecting
agencies who arrange the marketing material for product. These may include PR
agencies,print vendors etc.
Marketing have very essential responsibilities in organisation which is:
2