Marketing Essentials Part-A

This presentation provides an introduction to marketing, including current and future trends. It covers the overview of different marketing processes, roles and responsibilities of marketing function and manager, and how marketing influences other departments. The presentation also emphasizes the value and importance of marketing in the context of a company and concludes with the significance of interrelationships. References are provided for further reading.

Marketing
Essentials
Part-A

Content
 Introduction
 Concept of Marketing including current and future trends
 Overview of different marketing processes
 Roles and responsibilities of marketing function
 Roles and responsibilities of marketing manager
 How marketing influences and interrelates with other functional
departments of the organisation
 Value and importance of marketing role in context with company
 Conclusions that emphasise the significance of having effective
interrelationships
 References

Introduction
Marketing is termed as a process executed to influence the interest and
perception of customers towards the products and services offered by an
organisation. Its main objective is to increase customer base and sales due
to which it is necessary for every organisation to invest more in adoption of
marketing techniques and tools so that the accurate information of their
respective products can be reached to the targeted customers.

Concept of Marketing including current and
future trends
Marketing is the activity with the help of which the
interest of customers is identified by the
organisation and the goods and services are offered
to them as per their needs and wants. With this
they can achieve better results and outcomes as
with satisfied customers they can increase their
revenues.

Current trends in marketing
There are various marketing trends that are available which the
organisation has to cope up with so that they can ensure their
survival. Some of the marketing trends include advertisement
through social media platforms such as Facebook, Instagram etc.
Also the companies have started focusing upon various digital
media platform for advertising their product.

Future trends in marketing
With the emerging technology, various new ways of doing things
are also changing. The future trends in marketing include live chat
with the customers, chatbots, beacon technology, and many more.
Most of the companies will be focusing upon chatbots for
advertisement at both domestic and international level, while they
will take into consideration live chat for resolving the issues which
are faced by the customers.

Overview of Marketing process
For increasing the sales and achieving
the organisational objective, the
marketing department undertakes the
marketing process so that they can
provide better goods and services to the
customer as per their needs and wants.

Roles and responsibilities of marketing
function of Burberry
The roles and responsibilities of
the marketing functions that
are performed in Burberry are
given below:
• Setting market strategy
• Identifying customer needs

Roles and responsibilities of marketing
manager of Burberry
Marketing managers are responsible for formulating various
marketing plans and implementing them as well as for their
execution within the organisation. They undertake various
marketing research so that they can gather information
regarding the product and the reactions of the customers
towards them.

Interrelationship between marketing function
and other departments of Burberry
For achieving the organisational objectives it is
important for the organisation to develop various
plans and better decision making. To achieve this
departments work in integration with each other
so that they can ensure the efficient utilisation of
the resources and better decision making.

Value and importance of marketing role in
context with company
• Marketing enables in improving the brand image of the company in
the eyes of the customers by crating awareness about their offerings.
• They influence the buying behaviours of the customer by way of
their promotional activities which enables them in achieving their
sales target. Also with their strategies the organisation such as
Burberry is facilitated in taking competitive advantage.

Conclusions that emphasise the Significance of
interrelationship
Interrelation with different departments enables the organisation in
efficiently managing their resources, efforts and time. Also with this
better planning and decisions making can be done with which they can
easily achieve the organisational goals. For Burberry it is crucial as
with their employees developed understanding among each other due
to which they support each other in achieving their overall targets.

References
Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion
due to over-choice, price, quality and consumer trust on online tourism
purchasing. Journal of Marketing Communications. 23(2). pp.195-218.
Silberschatz, A., Galvin, P. B. and Gagne, G., 2014. Operating system
concepts essentials. John Wiley & Sons, Inc..
William, K. and Zikmund, B.J., 2012. Essentials of marketing research.
London: Cengage Learning.

Thank You