Marketing Strategy and Performance Measurement

This assignment provides a comprehensive overview of marketing strategies, including stakeholder orientation, customer reference marketing, green marketing functions, and performance measurement systems. It explores the relationship between marketing strategy and performance measurement, highlighting the importance of considering stakeholders' needs and adopting cocreation philosophies in marketing. The assignment also touches on corporate social responsibility and its impact on marketing strategies.

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 relation with organisational context.............4
TASK 2............................................................................................................................................6
P3 Compare different organisation with 7Ps and describe marketing mix of Wilkinson......6
TASK 3............................................................................................................................................7
P4............................................................................................................................................7
Covered in PPT.......................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is the process that will provide identity to company's products or services in
market. It is essential for achieving business goals and objectives in an efficient manner.
Marketing assists company in gaining higher market share. The company’s managers will target
their customers and market strategies help them in analysing different categories of buyers. It
will assist in identifying potential consumers. Most of the customers buy innovative product as
they are attracted towards its size, colour, shape and quality (Dibb and Simkin, 2013).
Organisations need to change their products or services according to the customers taste, choice
and preferences as to reduce its impact on business productivity and profitability. Wilkinson is
the one of the individually largest company of United Kingdom and it provides different services
such as pet food, kitchen appliances, grocery products etc. The firm main aim is to attract more
customers towards their innovative goods or services. The purpose of this report is to control and
manage plans or policies which assist in evaluating performance of an organisation. The
company also need to understand the process of marketing mix that will help in achieving goals
and objectives. Strategic planning analyse the factors which will effect on business plans and
schemes.
TASK 1
P1. Roles and responsibilities of marketing function
Marketing function provide effective growth and development to Wilkinson. It will help
in controlling and managing their employees in an effective manner. Marketing function is an
important part of every organisation that aid to run the business operations. It is that process
which assist company in achieving long as well as short term goals within an organisation. The
firm uses various marketing activities which need to be maintained by internal and external
environmental factors that support various strategic activities. Marketing department is
responsible for providing qualitative products to their customers and make strong relation with
them. They help in attracting large number of potential buyers towards their company's goods or
services (Wirtz, 2012). The business planning needs to evaluate aims, objectives, strategies and
tactics which are required in achieving target, goals and objectives. There are certain roles and
responsibilities of marketing functions which are discussed as under:
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 Development of strategies- There are various functions which will be managed or
controlled by top management such as developing plans or policies, targeting new market
or customers and making new strategies. Firm needs to develop all strategies which aids
company in achieving goals and targets in an effective manner. Wilkinson will analyse
both internal and external environmental factors that assist in making new strategies for
developing innovative products or services (Pike, 2015). It helps in attracting more
customers. Company need to conduct research for all marketing functions and activities
that provides accurate picture of business condition. Its main objective is to develop
strategy for enhancing growth and development to the business. The marketing
department is responsible for adopting new techniques or technologies which helps in
increasing employee’s performance. An organisation can provide training to their staff
members for new equipment and technologies. Strategic planning is flexible to change
new methods or techniques which are not necessary in internal as well as external
environment.
 Distribution of products- This is an important marketing functions which is performed
by company's managers (Responsibilities of marketing department. 2017). They
distribute various goods and services in the target market which will satisfy customers’
needs or wants. Wilkinson need to make innovative products which helps in attracting
large number of buyers.
 Management information system- It is an essential system which need to provide
customers detailed information. The wilkinson company takes correct decision which
needs to be evaluated as per buyers demand and wants. Wilkinson will manage their
information system for managing customer’s details such as choice, taste, products,
quality and preferences.
 Promoting activities- Promotion means to promote various products through advertising,
online selling, distributing templates and ads in newspapers. Wilkinson distribute
different types of products or services by using various promotional activities that attracts
more customers (Ko, Hwang and Kim, 2013). The marketing department control all
functions of promotion which provides growth and development to the firm.
 Fixed price- Marketing departments main role is to fix price of each products that are
offered to the buyers in the marketplace. An organisation maintain their goods price that
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is reasonable or affordable which can be purchased by every type of customers. This is
the main function of marketing is to analyse price of their competitors.
 Selling of desired products- Wilkinson company main objective is to sale desired
product and services which helps in attracting large number of buyers. It is important for
the firm to develop innovative products and serve to the potential customers (Ferrell and
et. al., 2010). The main function of marketing department is to evaluate need or wants of
consumers and satisfy them in efficient manner.
 Market research- It is an important function of marketing which assist in researching
complete market area. Company will try to find effective strategies, goals, plans and
policies which provides growth and development. It helps in identifying customers’ needs
and wants and how to attract new buyers towards their products or services.
 Organise events- There are various events which are organised by marketing department
such as seminars, business events, conferences etc. Wilkinson will arrange different types
of events that assist in improving employee’s performance. It helps in motivating and
encouraging workers for achieving targets, goals and objectives. They also organise
online campaign, promotional activities and online selling that attracts more customers.
 Management of products- The marketing department is responsible for managing goods
of the firm. They need to analyse that products which are in demand by large number of
customers are being distributed properly or not. An enterprise also has to ensure that their
products are protected.
 Increasing selling of goods- The firm will improve their selling strategies which helps in
attracting potential buyers (Dief and Font, 2010). They need to adopt different techniques
and technologies which assist in enhancing selling of products in the market. Wilkinson
need to update their technology or equipment which helps in increasing sale value in the
large marketplace.
 Development of products- The function of marketing department is to develop different
types of goods which assist in attracting more customers. It helps in achieving desired
goals and objectives. Company can analyse innovative products or services which are
offered to buyers in the market.
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P2. Roles and responsibilities of marketing in relation with organisational context
Marketing function is connected with each department of an organisation. It is an
important function which assist in identifying target customers in market. There are different
departments which play an essential role in the firm. Marketing functions helps in developing
strong relationship between company and external environment (Lusch and Webster Jr, 2011).
There are some roles and responsibilities of Wilkinson which interrelated with other department
that are as under:
 Marketing and Human resource management- This is an important department which
helps in recruiting, selecting, training and developing, staffing and also managing
different activities of the firm. HRM main role is to encourage, motivate and inspire their
employees for achieving goals and objectives. Marketing is important for human resource
department for searching talented candidates who have excellent skill and knowledge as
they will provide higher growth and development to the firm. Company's mangers run its
business operations or functions with the help of marketing. In every organisation,
marketing is essential for attracting new talented employees who have an ability and
capability to achieve best result of each task.
 Marketing and customer services- The customer service department is an essential part
of an organisation. They help in solving different issues or problems which are related to
product design, quality, size, shape, colour etc. and provides necessary information for
their goods. Marketing department main objective is to analyse their customers demand
and fulfil needs or wants. The department assist in resolving problem which arises in
buyer’s products quality and it is the duty of customer service department to solve their
issues within a specific time period (Lamberti and Noci, 2010). Marketing is important
for fulfil company's customers’ needs and wants in an efficient manner. Customer can
identify whole products information which assist in evaluating benefit of specific good.
 Marketing and Finance- Finance department is important for running the business
functions in a smooth way. The firm promote their products for investing finance in
various marketing activities such as publicity, advertisement, online marketing and
selling of products. The finance department will analyse funds and different sources
which is important for increase productivity and profitability. It assist in managing
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functions that includes arrange events, campaigns, programmes, demonstration of
products in an efficient manner.
 Marketing and Research and Development- Research and development department
assist in analysing both internal and external environmental factors that evaluate
company's plans and policies. The whole department gather or collect important data and
information which helps in identifying customers demand as well as needs. Research
supports to analyse demanded products which serve in the marketplace. In this
department, the researchers are produce innovate goods which attracts customers towards
the wilkinson company (Murphy and Schlegelmilch, 2013). They are great thinkers who
produce different types of goods, develop new strategies for market and also motivate
their employees of an organisation. Marketing is important for research because it assist
in analysing whole market situations which are based on internal and external factors. It
helps in attracting large number of customers towards company’s products.
 Marketing and Production & operational department- Marketing functions assist in
identifying new produced products by analysing of external and internal environment
factors. This department need to produce different goods or services. Operational
department will manage functions such as packing goods, distribute new products and
develop innovative goods and keeping them in stores. Marketing helps in analysing
customers demand and production department produce only limited products which fulfil
need of potential buyers. They need to make innovative goods and offers to their
customers in the market. It is important for the Wilkinson to manufacture demanded
products and distribute them in effective manner.
 Marketing and Information Technology- Marketing is totally interrelated to the
information technologies. This system will update its software which helps in analysing
detailed information of firm competitors (Raghubir and et. al., 2010). Marketing
department used this technology for promote their products through online selling, post
goods detail on internet, make videos and pictures of specific items which attracts large
number of customers (What is Marketing plan?. 2017). Wilkinson adopt new technology
which assist in making different types of goods by their workers. The company should
provide training to their employees for usage of new methods.
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 Marketing and Administration- This department is totally linked with marketing
department. It will control and manage different activities or functions of an organisation.
The main role and responsibility of marketing department is to attract more buyers which
assist in achieving goals and objectives (Biemans, Brenčič and Malshe, 2010).
Administration department helps in analysing performance of each employees within an
enterprise. Company need to retain their workers for long time period that enhance
growth and development.
TASK 2
P3 Compare different organisation with 7Ps and describe marketing mix of Wilkinson
Marketing mix is an element which assist in influencing customers to purchase
company's products. It is that factor which help to join marketing activities of an organisation.
There are 7Ps of marketing mix which are discussed as under:
(Source: 7Ps of marketing mix)
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source 1: 7Ps of marketing mix, 2017

 Place- It is the first 'P' of marketing. Wilkinson will cover whole marketplace and focus
on target customers (Lusch and Webster Jr, 2011). The firm will expand their business in
various locations or area. McDonald have many restaurants which spread in approx. 120
countries. They provides comfortable place to their customers and fulfil their demand in
effective manner.
 Price- It is necessary for every company to fix their product price. Wilkinson should
adopt effective strategies which helps in making reasonable price of goods. It assist in
satisfying buyer’s needs and wants (Jalkala and Salminen, 2010). On the other side
McDonald provides low price of products which attracts more customers.
 Process- An organisation follow certain process of manufacturing of specific item. It
assist in making high quality products that attracts customers. McDonald follow some
different procedure of making items that are liked by their customers. The firm adopt
latest techniques and technologies which enhance growth.
 Promotion- It is an activity which used by companies to attracts large number of buyers
towards their products or services. Wilkinson adopt different strategies for promoting
their goods or items in the market (7Ps of marketing mix. 2017). It includes online
selling, advertisements, post pictures or images on internet etc. McDonald use various
sources of promotions such as radio, TV, magazines, newspapers etc. and also offers
discounted prices to their customers.
 Product- Product is an essential part of every organisation. Wilkinson provides quality
goods and services to their customers and fulfil needs and wants. It assist in attracting
different buyers (Ko, Hwang and Kim, 2013). McDonald restaurant offers various items
such as Mc-puff, Mc-veg burger and also non veg products to their customers.
 Physical evidence- It is an important 'P' of marketing. Wilkinson provide some elements
such as keeping food items, attractive structure of products and quality goods which
assist in increasing productivity and profitability. McDonald restaurant is small in size
but they provides best quality products to their customers.
 People- People is general public who consume products of various companies. Wilkinson
will provide quality products or services to their customers and satisfy them. They will
offer innovative products to their buyers (Dief and Font, 2010). On the other side,
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McDonald follow some principle that attracts common people towards their quality
goods or services. Also they offers discount to kids, children and college students.
TASK 3
P4
Covered in PPT
CONCLUSION
As per the above report, it can be concluded that marketing activities are important for an
organisation. The roles and responsibilities of marketing function help in developing strategies,
product management, organising events, etc. Wilkinson needs to plan marketing functions that
help in achieving the set goals and objectives. Marketing is directly linked with other
departments of the firm like human resource, customer service, finance, administration, IT and
research & development. There are 7Ps of marketing mix that help in placing product, promote
goods and fix price of each products item. Marketing plan will assist in identifying current and
future scenario of an organisation. Company need to build a strong relationship with their
customers.
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REFERENCES
Books and Journals
Biemans, W. G., Brenčič, M. M. and Malshe, A., 2010. Marketing–sales interface configurations
in B2B firms. Industrial Marketing Management. 39(2). pp.183-194.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Dief, M. E. and Font, X., 2010. The determinants of hotels' marketing managers' green marketing
behaviour. Journal of sustainable tourism. 18(2). pp.157-174.
Dief, M. E. and Font, X., 2010. The determinants of hotels' marketing managers' green marketing
behaviour. Journal of sustainable tourism. 18(2). pp.157-174.
Ferrell, O.C. and et. al., 2010. From market orientation to stakeholder orientation. Journal of
Public Policy & Marketing. 29(1). pp.93-96.
Jalkala, A. and Salminen, R. T., 2010. Practices and functions of customer reference marketing
—Leveraging customer references as marketing assets. Industrial Marketing
Management. 39(6). pp.975-985.
Ko, E., Hwang, Y. K. and Kim, E. Y., 2013. Green marketing'functions in building corporate
image in the retail setting. Journal of Business Research. 66(10). pp.1709-1715.
Ko, E., Hwang, Y. K. and Kim, E.Y., 2013. Green marketing' functions in building corporate
image in the retail setting. Journal of Business Research. 66(10). pp.1709-1715.
Lamberti, L. and Noci, G., 2010. Marketing strategy and marketing performance measurement
system: Exploring the relationship. European Management Journal. 28(2). pp.139-152.
Lusch, R. F. and Webster Jr, F. E., 2011. A stakeholder-unifying, cocreation philosophy for
marketing. Journal of Macro marketing. 31(2). pp.129-134.
Lusch, R. F. and Webster Jr, F. E., 2011. A stakeholder-unifying, cocreation philosophy for
marketing. Journal of Macro marketing. 31(2). pp.129-134.
Murphy, P. E. and Schlegelmilch, B. B., 2013. Corporate social responsibility and corporate
social irresponsibility: Introduction to a special topic section. Journal of Business
Research. 66(10). pp.1807-1813.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Raghubir, P. and et. al., 2010. Why, when, and how should the effect of marketing be measured?
A stakeholder perspective for corporate social responsibility metrics. Journal of Public
Policy & Marketing. 29(1). pp.66-77.
Wirtz, J., 2012. Essentials of services marketing. FT Press.
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Online
Responsibilities of marketing department. 2017. [Online]. Available through:
<http://smallbusiness.chron.com/responsibilities-marketing-department>. [Accessed on
13th September 2017].
What is Marketing plan?. 2017. [Online]. Available through:
<https://www.thebalance.com/what-is-a-marketing-plan>. [Accessed on 13th September
2017].
7Ps of marketing mix. 2017. [Online]. Available through:
<https://www.professionalacademy.com/blogs-and-advice/marketing-theories---the-
marketing-mix---from-4-p-s-to-7-p-s>. [Accessed on 13th September 2017].
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