Marketing Essentials: A Comprehensive Guide to Understanding and Implementing Effective Marketing Strategies

Marketing Essentials
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Contents
Introduction:...................................................................................................................................................3
LO 1 Explain the role of marketing and how it interrelates with other functional units of an organization. 4
P1 Explain the key roles and responsibilities of the marketing function.......................................................4
P2 Explain how the roles and responsibilities of marketing relate to the wider organizational context.......5
M1 Analyse the roles and responsibilities of marketing in the context of the marketing environment........6
M2 Analyse the significance of interrelationships between marketing and other functional units of an
organization....................................................................................................................................................7
D1 Critically analyses and evaluate the key elements of the marketing function and how they interrelate
with other functional units of an organization...............................................................................................8
LO 2 compare the ways in which organization use elements of the marketing mix (7Ps) to achieve overall
business objectives.........................................................................................................................................9
P3 Compare the ways in which the organizations apply the marketing mix to the marketing planning
process to achieve business objectives..........................................................................................................9
M3 Evaluate different tactics applied by organizations to demonstrate how business objectives can be
achieved.......................................................................................................................................................10
D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall
marketing objectives....................................................................................................................................11
L03: Develop and evaluate a basic marketing plan.....................................................................................13
P4: Produce and evaluate a basic marketing plan for an organization........................................................13
M4 Produce a detailed, coherent evidence-based marketing plan for an organization...............................15
Conclusion...................................................................................................................................................16
References :..................................................................................................................................................17
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Introduction:
Marketing is definitely one of the most significant things that a business indulges in. Marketing
not only helps in building an awareness regarding the business and engage consumers in turn.
There are several marketing essentials which help in informing the customers about the products
and services offered by the business (Sobreiro, et. al., 2014). It is obvious that a business
operator knows the ins and outs of the products but it is also important for the customers to know
them as well. Marketing is one of the most effective ways of communicating the value
proposition to the consumers. The fundamental functions of marketing essentials are equalizing,
sustaining, engaging, selling and growing the business.
Marketing is a tool that not only serves to make the business grow but help it reach new goals. It
is important for a business to figure out the long and short-term goals in the first place which, in
turn, can aid in planning the marketing campaign. This report is providing different strategies
and plans for Your destination organization which is useful to compete the National express
companies. This report is helpful to understand the responsibility and role of the marketing
manager for your destination organization. There are several steps in creating the marketing plan
and for that, a business needs to be aware of the essential marketing tools that a business needs to
employ. The first step should be to identify the target group of audience, outcomes that the
organization is willing to achieve and the means of achieving them. Then the business manager
should strategize optimally in order to steer clear of possible confusion and missteps. It is
advisable here to include each part of the strategy with minute detailing even though they appear
to be simple and obvious. Later, the business can proceed on to keep and engage the customer
base and finally craft out quality content. It is true that customers may come and go but a
business has a lot of loyal consumers who serve to be a powerful tool for marketing. People are
able to sense quality and they are always eager to appreciate and stand by the businesses that
offer good quality content. All these steps can aid the business to see the success drawing nearer.
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LO 1 Explain the role of marketing and how it interrelates with other functional units of an
organization
P1 Explain the key roles and responsibilities of the marketing function
The department of marketing in any business plays a critical role in the promotion of the
company as well as fulfilling the mission of the organization. It serves to be the face of the
concern by producing and coordinating all the materials that produce the business. There are
several important roles and responsibilities of the marketing department and some of them are
given as follows:
Managing and defining the brand: This factor involves defining the brand, what the business
stands for and what the company thinks about it and finally how the company operates. This
helps in defining the experience that constitutes the business.
Conducting different campaign management for the purpose of marketing: Marketing can
be proactively defined as the identification of services and products which pay attention to the
course of the sales cycles.
Producing promotional and marketing materials: The marketing department is required to
create the materials which would not just promote the core products and services but also keep
them updated with the evolution of those products and services.
Creating content that can take care of SEO requirements: The marketing department of a
business is required to look after the online presence of the business. This is because it is
probably the first place that people search for in order to find important details about the
business. Thus, search engine optimization is one of critical aspects of the duties of the
marketing department of any business.
Marketing department of any business should also be responsible for the selection as well as
management of the agencies and vendors who can produce different materials for marketing.
These include PR agencies, ad agencies, print vendors, web providers and many others which are
required to be overseen by the marketing department (Pike, 2015).
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