ESSENTIALS INTRODUCTION TO MARKETING

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 : Explain key duties and responsibilities of the marketing function................................1
P2: Explain how roles and responsibilities of marketing relate to the wider organisational
context....................................................................................................................................3
TASK 2............................................................................................................................................5
P3: Define the distinguish between diverse organisation by applying marketing mix..........5
TASK 3............................................................................................................................................8
P4: Prepare marketing plan for the association ....................................................................8
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is an essential part of every business organisation as it includes all those
activities which are operating by the management in order to move the products and services to
the customers. This includes various activities like selling, advertising, promoting and
distributing in the marketplace. Also, it helps the business organisation in understanding the
marketplace, customers demand, importance of customers relationship and customer driven
market strategy. This assignment is based on ASOS PLC which is British online fashion and
cosmetic retailer and founded in 2000 in London. This report will cover about the roles and
responsibilities of marketing along with their relationship with other departments of the business
organisation. Furthermore, this will focus on application of marketing mix different firms in order
to achieve their goals and objectives. Also, this will develop and evaluate the marketing plan of
the organisation which will help the business in expanding their business in a most effective
manner.
TASK 1
P1 : Explain key duties and responsibilities of the marketing function
Marketing is a vital part of the business organisation as it depicts as a process of creating
awareness among the customers about the products and services of firm with the help of
advertisement and commercialisation. A marketing department with the organisation plays
various functions which includes marketing research, development process, promotion plan,
finance solution, customer service etc. All these functions are operate by them in order to identify
the best products for the market and promoting them in order to enhance the productivity and
profitability(Babin and Zikmund, 2015). Also, marketing department is give their major focus on
developing the effective communication channels so that they will be able to communicate with
their customers easily and tell them about the products and services of the organisation. In this,
they have huge role and responsibilities which are given below:
Formulating marketing strategy: In this aspect the marketing department plays a huge
role as it is related to make strategies and plan for the business in order to operate all the activities
effectively. The marketing department of ASOS PLC needs to introduce innovative ideas and
strategies in the marketplace which will help them in reaching the customers effectively which
results higher attention of the customers in company's product and services.
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Market analysis: It is the responsibility of the marketing department to analyse the
market appropriately as it will enables them to determine their targeted customers and helps them
in producing various products as per the customers requirement and expectation. This will help
the business organisation of ASOS PLC to attain their desired outcomes by providing great
satisfaction to their customers(Lane, 2016).
Product development: This is the important function of the marketing department which
will help the business of ASOS PLC to get higher success and growth. In this aspect, the
marketing division assist the internal and external employees to manufacture the products and
services according to the customers demand and needs which have been ascertained from the
market and customers analysis.
Explanation to the key role and responsibilities of marketing in environment
The marketing department within the organisation is executed various activities and
operations in the business by considering the business objectives and business environment also
as it will allow them in operating all the activities smoothly. The roles and responsibilities of
marketing in environment can be understood by below describe points:
Marketing information system: An effective MIS system helps the business
organisation in collecting all the information from the marketplace related to the customers,
business environment and implementation. For example, if the manager of ASOS PLC will
identify their business environment effectively then they will be able to maintain their
distribution channels and brand value also(Pike, 2016).
Monitoring marketing environment: the marketing process help the business in
identifying the new developments in marketplace so that business can operate all the activities
accordingly. The new development consist various factors like social and economic factors,
political changes, legal appliance, changing market traits and others. That will assist the manager
of ASOS PLC in operating their production activities by considering all these factors.
Market research: This is the main function of the marketing department as it is related to
research about the identification of customers demand and needs in diverse market which will
help the business in delivering the best products and services among the customers. So that the
business can increase their productivity and profitability level.
Thus, from the above discussion it can be stated that marketing not only helps the
business organisation in assessing all the internal factors but it also helps the business in
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