Marketing Essential (Part 1)

This presentation provides an overview of marketing essentials, focusing on the concept of marketing, comprehensive model of marketing process, roles and responsibilities of marketing, changing marketing landscape, marketing mix, interrelationship of marketing with other functional units, and more. The presentation specifically examines the marketing strategies of Aldi, a supermarket chain with stores in over 20 countries.

Marketing Essential
(Part 1)

Table of Contents
• Introduction
• Marketing
• Concept of Marketing
• Comprehensive Model of Marketing Process
• Roles and Responsibilities of marketing
• Changing Marketing Landscape
• Marketing Mix
• Marketing B2B vs B2C
• Interrelationship of marketing with other functional unit
• Evaluation of Interrelationship
• Conclusion
• References

INTRODUCTION
Marketing refers to the study and
management of the relationships
so that the customers can be
satisfied by way of exchanging
values. In this presentation the
organisation that is taken into
consideration is Aldi, which is
supermarket chain having stores
in more than 20 countries.

Definitions of Marketing
According of American Marketing Association, Marketing is
referred to as an activity, set of institutions and a process of creating,
delivering, communicating the values to the customers, clients,
society at large by exchanging offerings.
According to Charted Institute of Marketing, Marketing is defined
as a process of management that is responsible for satisfying the
requirements of the customers by identifying, anticipating and
satisfying their needs and wants.

Concept of Marketing
The concept of marketing is
philosophy that focuses upon
identifying the need and wants of
the customers so that their needs
can be identified. Various concepts
that are taken into consideration by
the organisation includes are given
below.

Comprehensive Model of
Marketing Process
Marketing process includes various ways with the help of which value
can be created for the customers. The marketing process includes
following steps:
Understand the marketplace and customer needs and want
Design a customer-driven marketing strategy
Construct an integrated marketing program that delivers superior value
Build profitable relationships and create customers delight
Capture value from customers and create profits, customer equality

Roles and Responsibilities of
marketing
Market Research: Marketing department undertake the research
for the taste and preference of the customers as on the basis of
which innovation can be introduced in the products and services.
Strategic planning: The marketing department have
understanding of the external environment due to which they can
efficiently guide the management of Aldi in formulating various
strategies so that the resources can be efficiently be utilised as per
the changing marketing conditions.

Changing Marketing Landscape
Digital Age: In the Information age customers have better knowledge of
various aspects due to which the Aldi has to be conscious about their
offerings.
Mobile communication: The medium of communication has changed as
Aldi communicate their offers through messages on the mobile of the
customers.

Marketing Mix
Marketing mix is the set of activity which includes various actions,
activities and tactics that can be used by the company for promoting their
brand and offerings in the market. The marketing mix includes four P's such
as- product, price, place, promotion. But with the growing demand and
needs of the executioners the organisations need to consider several other
P's such as people, process and physical evidence.

Marketing B2B vs B2C
Basis B2B B2C
Meaning In B2B, the transactions take
place between two business
organisations where customers
are not involved.
While in this the transaction takes
place between final consumers
and the businesses.
Complexity They are complex in nature as
more buyers are involved in this
due to which diverse marketing
strategies need to be formulated.
This is less complex as direct
customers are catered due to
which simple and constant
marketing strategies can be
adopted.

Interrelationship of marketing
with other functional unit
The interrelationship among various functions of the organisation
facilitate effective utilisation of the resources as all the departments are
interconnected. It supports implementation of various plans and
strategies within the organisation so that the objectives can effectively
be achieved.

Marketing and Finance
Marketing and finance department of Aldi work with each other,
where marketing department provides budget to finance
department so that the needs and wants of the customers can
easily be satisfied. While the finance department determines
various sources of funds with the help of which they can arrange
sufficient funds.

Marketing and Production
Marketing department of Aldi work with production department which
ensures that adequate amount of research is done so that the current and
future needs of the customers can be satisfied. It ensures the quality of
the products by introducing innovative features in them as marketers
have better understanding of the customers taste and preference.

Marketing and Research &
Development
Marketing department of Aldi work with Research and development
department as they help them in undertaking the research for the taste
and preference of the customer, changes in the market that can have
influence on their operations etc.

Marketing and Personnel
Marketing department works with human resource department to
ensure that efficient and competent staff with skills is available so
that targets of the production can be achieved with the help of
competent sales force.

Evaluation of Interrelationship
Interrelationship of different functions of the organisation facilitate
effective utilisation of the resources of the organisation as with this
the redundancy of the activities can be reduced, thus it enables the
organisation in ensuring optimum utilisation of the resources and
achievement of the goals and objectives.

CONCLUSION
It is concluded from the above presentation that for the organisation
marketing function is important as it plays crucial role in satisfying
the customers by determining their unmet needs. For this they
undertake various researches that enable them to understand their
needs and wants.

REFERENCES
Gummesson, E., 2017. From relationship marketing to total
relationship marketing and beyond. Journal of services marketing.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated
approach to online marketing. Kogan Page Publishers.
Shah, S.A., Azhar, S.M. and Bhutto, N.A., 2019. Halal marketing: a
marketing strategy perspective. Journal of Islamic Marketing.

Thank you...