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Marketing Essentials INTRODUCTION

   

Added on  2020-06-03

19 Pages5817 Words320 Views
Marketing Essentials

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1 Merchandising functions and its various roles and responsibilities.......................................1P2 Roles and responsibilities of marketing in CADBURY........................................................4TASK 2............................................................................................................................................8P3 Application of marketing mix in marketing planning process...............................................8TASK 3..........................................................................................................................................11P4 Marketing plan of CADBURY............................................................................................11CONCLUSION..............................................................................................................................14REFERENCES..............................................................................................................................15

INTRODUCTIONMarketing can be defined as process of selling and buying goods. In other words, itmakes good exchange relationships between buyers and sellers. Basically, it is set of activitieswhich helps in making, communicating, delivering and exchanging offer which crests value fordifferent stakeholders. marketing section helps in identifying customer needs, demands andwants (Lamb, Hair and McDaniel, 2011). After evaluating market information, organization canproduce goods and services according to their demands. In simple words, marketing is amanagerial procedure which is accountable for discovering, analysing and gratifying customer'sneeds and wants (Akdeniz, Calantone and Voorhees, 2013). This project report is based on,CADBURY which is world's biggest confectionery brand and located in Britain. Its best sellingproduct is its tasty chocolates. In present time this company is focusing on its marketingdepartment so that it can get higher success in confectionery industry (Jobber and Ellis-Chadwick, 2012). There are various principles and concepts of marketing which can helpbusiness enterprise in operating organizational function in most effective and systematic manner.In this report, meaning and different roles/responsibilities of marketing has been determined.Along with this, elements of marketing mix has also been explained. At last, a completemarketing plan has been prepared for CADBURY. TASK 1P1 marketing functions and its various roles and responsibilitiesMarketing function assists business enterprise in improving its current products and objectives.There are various marketing activities such as promotion and advertisement which helpscompany in attracting big crowd. It just not attract customers but also it retain them for long timeperiod. There are four main elements on which marketing department focus and these areproduct, price, place and promotion. Success of any enterprise totally depends upon thesecomponents (Baker and et. al., 2016). The main objective of marketing is to attract and retainnew clients because they are the only key through which organization can increase itsprofitability as well as productivity (Akdeniz, Calantone nd Voorhees, 2013). The concept ofmarketing always develop as per the requirement of market needs. Different aspects of marketingare follows as under: 1

Production concept: This component helps sellers in producing favourable andaffordable products and services. Because customer prefer those goods which are easilyavailable and can be purchase at low prices. This concept is oldest and gives coreattention to operations (Begic and Duman, 2013). Product concept: People like to buy those products which offer unique features, qualityand performance. This concept gives central attention to customers according to thisapproach, company can make their clients loyal by providing them more options ofproducts. So, every organization should produce goods and services as per therequirements of their customer. Selling concept: Success and failure of products totally depends upon their promotionand advertisement. Because customer buy those goods which are highly popular inmarket. In modern world, organization can not achieve its desired goals by only focusingon selling, it have to give core attention to marketing activities such as promotion andadvertisement (Ripollés and Blesa, 2012). Marketing concept: This approach focus on needs and wants of target market. It believesin delivering better value to customer as compare to competitors. According to thisconcept company should follow pull strategy. For this, organisation should build strongimage of their brand so that it can attract a huge number of customers (Blythe, 2012).This approach is totally different from selling concept because its give core attention tobuyer's needs instead of seller's needs. Also, it make various efforts to achievecompetitive advantage in market place. Societal concept: This approach gives importance to needs and wants of target markets.Also, it focus on delivering better values as compare to contenders to improve socialwelfare. In simple words, this concept guide organisation to identify interests and wantsof target market and provide better satisfaction to clients more than market competitors.2

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