Marketing Theory: Essentials for Students

This assignment focuses on key elements of marketing theory, drawing upon various sources like textbooks ('Marketing Theory: A Student Text' by Sage), research papers (e.g., 'Essentials of Business Research Methods' by Hair), and academic journals (like 'Journal of Marketing Vistas'). The readings cover topics such as brand equity in the educational sector, employer branding, consumer decision journey, and the impact of marketing activities on online tourism purchasing.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Key roles and responsibilities of marketing function in an organisation..............................1
P2. Roles and responsibilities of marketing that are related with organisation..........................3
TASK 2............................................................................................................................................5
P3 Comparing marketing mix among McDonald Burger King..................................................5
P4 Basic marketing plans for organization.................................................................................8
CONCLUSION................................................................................................................................1
REFERENCES................................................................................................................................2

INTRODUCTION
Marketing is a concept which specifies information about various places where people
can get products and services as per their requirement. It includes various tools such as
advertising, sales promotion, public relation, online marketing and so on. These tactics are used
by organisation to promote details about their offerings, its features and benefits to attract
consumers. As in recent time, executive dedicate that firm deliver items according to need and
wants of customers. For this market survey is conducted, so that superior acknowledge demand
of people and competitors offerings. Thereby, delivering goods and services, through which
adequate profit can be earned for business (Pike, 2015). Present report is based on McDonald’s
which is a fast food restaurant offerings hamburgers, French fries, soft drinks, breakfast items
and desserts. It is the world's most popular firm in United Kingdom which is delivering diverse
food items to people. This benefits the firm to expand business operations to increase customer
base and gain sufficient revenue for their business. Company has framed marketing plan to
position themselves higher than rival brands and enhance their market share as well as
reputation. This program helps in examining positioning, segmenting and targeting strategies
which are appropriate for the business activities. Besides this, marketing mix which includes
product, price, place, promotion are formulated through which firm’s goals and objectives get
accomplish timely.
TASK 1
P1. Key roles and responsibilities of marketing function in an organisation.
Marketing is essential term which defines that organisation uses this tool to spread
information about their offerings so that people can purchase products and services as per their
needs and file wants. This helps the firm to improve market image and increase customer base so
that superiors will be able to generate adequate profit for their business. For this function, every
firm has marketing department in which member’s duty is to make appropriate decisions which
are beneficial for business (Malhotra, 2015). They are required to use efficient marketing tools
and frame message to advertise offerings; thereby attract customers by communicating adequate
information about products and services. Apart from this, superiors need to make changes in
products; introducing new and innovative items through which firm is able to gain advantages
over their competitors. As McDonald’s is able to enhance their market image, as company

deliver quality food items to customers. This help firm to satisfy demand and retain customer's
for longer period.
Roles and responsibilities of marketing functions:
These are various roles and responsibilities which are performed by marketing
department as stated below:
Customer services: People are important component for every kind of firm. It is
necessary that superiors offer products and services as per the needs and wants of buyers. This
helps enterprise to generate adequate profit for their business. As in case of McDonald, which is
a largest food chain having outlets in different nations. Through this, superiors are able to attract
large number of people and offer variety of food items (Brady, 2014). As, company deliver
quality items and various other facilities to people, so they are able to retain customers for longer
period. This benefit firm to incur sufficient revenue to carry out adequate business activities.
Market information: Every firm require to conduct variety of functions through which
they deliver adequate offerings to people. By executing market survey to enquire about need and
wants of customers and rival brands offerings. Superior require to organise members in different
departments in according to their capabilities. As, marketing department is given duty to analyse
market and ascertain trends and demand of people. Thereby, manager is able to direct employees
and manufacture products, so that firm is able to deliver adequate offerings. Thus, this benefit
company to enhance their market reputation and position.
Financing: Companies require that they have adequate funds through which they are
able to get sufficient resources for their business. Executives need to make budget and compute
expenditure which are to be carried to purchase raw material, labour and other components
necessary to carry out business activities (Baker and Saren, 2016). As McDonald uses
franchising to expand business by opening outlets in different nations. So, owner of company is
able to generate adequate money from their business.
Risk taking: It is an essential element which executive require to take care; they should
make appropriate decisions which are beneficial for enterprise. Superiors need to introduce
innovative products as per the demand of people and take care that firm functions efficiently.
They are even required to conduct market survey to enquire information about market trends and
rival brands offerings.

Product design and development: In every form of organisation, executive have set up
marketing team; whose duty is to conduct market survey to acknowledge need and wants of
people and rival firms offerings (Hair, 2015). Through this they are able to give direction to
manager to produce products and services as per taste and preferences of customers. This help
superior to attract people and thereby enhance their market position.
Market planning: It is duty of marketing team that they fame adequate plan defining
information about marketing mix; product, price, place and promotion. This help management to
conduct business activities and offer items and services as per need and wants of people. Thus,
firm goals and objectives get attained timely.
Exchange functions: Organisation require to offer adequate products and services for
people. Superior need to use various promotion tools to advertise information to customers about
existence of firm's offering in marketplace. As McDonald provide food items to satisfy their
needs in exchange of money. Thus, company is able to generate sufficient money to carry out
business operations accordingly.
P2. Roles and responsibilities of marketing that are related with organisation
Executive have marketing team whose duty is to conduct market survey to enquire
information about need and wants of people (Lane, 2016). Thereby, firm offer products and
services in marketplace by spreading data about their existence in marketplace. As McDonald
offer food items as per tastes and preferences of customers. This help superior to deliver to
enhance sales and accomplish goals and objectives timely. Hence, marketing function is
connected by other units which are stated beneath:
Marketing and HR department: Human resource manager require that they have adequate
number of members available in organisation; through which appropriate business activities are
being conducted. They take care that marketing team consists skilled people through which firm
is able to fame attractive message and enhance its position in marketplace.
Marketing and IT department: As in recent time, there is technology advancement; so it is
essential that company uses innovative tools and techniques in system. This help superior to
improve productivity of firm and deliver quality offerings to people. In McDonald, through IT
department marketing team is able to spread information about their food items through
company websites and at various other online platforms.

Marketing and sales department: In organisation, executive set up outlets through which they
deliver adequate products and services to people. Sales unit require to have information about
items, features and benefits; so that they are able to induce buyers and make them purchase
items. For this, marketing team duty is to frame message and use promotional tools to advertise
and promote company's products and services to people (Baker and Magnini, 2016).
Roles and responsibilities related to McDonald's
In McDonald, these are various duties which are to be performed by marketing team to
spread information about offerings to people are stated below:
Marketing and research: It is essential activity through which superiors acknowledge
needs and wants of customers and rival firm’s offerings. Through this, management can make
alterations and innovating products in according to market conditions. McDonald’s deliver food
items as per the taste of people; thereby taking feedback from clients. This helps the superiors to
expand business and gain success by satisfying customers.
Product development: Marketing team helps organisation to direct manufacturing unit
through which they deliver new and innovative products to people. As in McDonald, superior
keep adding ingredients so that they offer food items as per tastes and preference of customers.
By making improvements and providing facilities to attract buyers and retain them for longer
period.
Market segmentation: It is an important strategy which superiors require to implement in
system so that firm will be able to increase their customer base (Griffitts, 2016). Geographical,
demographic and behavioural segments are various forms through which company is able to
deliver offerings. As, McDonald provide food items as per people tastes and preference. They
provide products in according to country, where business is being conducted.
Sales: Marketing team uses promotional mix to advertise offerings and support
salespeople to attract customers. In McDonald’s, various tools are used to inform people about
variety of food items they are offering. This helps the firm to gain adequate revenue for their
business.
Communication: This is essential duty which marketing team perform to promote
information about products and services. As McDonald uses various promotion tools to make
people aware about variety of food items offered by them.

Henceforth, these are various functions which are performed by marketing department to
make organisation function effectively. By using marketing mix and delivering adequate
products and services as per demand of customers. Thereby, using promotion tools to aware
people about their offerings; so that they purchase items accordingly.
TASK 2
P3 Comparing marketing mix among McDonald Burger King
In organisation, superior require to frame marketing mix properly. As this includes
product, price, place and promotion tools which are to be designed in according to market
conditions (Pappas, 2017). Firm require to make changes in offerings, launching new and
innovative products and services. This help superior to generate adequate profit for their
business.
Marketing mix of McDonald's:
This is food chain restaurant which is popular all over world; as they deliver quality items
to people. Company is able to generate adequate revenue for business as they have outlets in
different country. For this franchising is used through which superior offer variety of food
products to satisfy need and wants of customers. In McDonald's executive require to frame
marketing mix through which they are able to attract people and retain them for longer period.
They require to make system function efficiently, so that company is able to compete with rival
brands.
McDonald's 7P's are stated beneath:
Product: It is necessary that organisation deliver products and services as per need and
wants of customers. Superior require to add adequate features and benefits in items through
which people are satisfied. As McDonald is company, which offer both veg and non veg food
items which includes ham burger, French fries, cheese burger, chicken Mc nuggets and so on.
This firm is able to retain customers for longer period as they are providing quality products to
them. Thus this help McDonald to create its brand name and to increase their customer base.
Price: It is necessary that superior set adequate rates for their offerings; so that firm is
able to induce and make buyers decision to purchase items as per their demand (Puddle, 2015).
In McDonald's executive are providing food items at lower prices to attract and retain customers

for longer period of time. Thus, company is able to generate adequate revenue for their business
by making appropriate pricing strategies for firm.
Place: This component specifies that organisation require to establish branches in
different locations; so they are able to increase their customer base and enhance sales. As
McDonald uses franchising tactic to expand business; by opening outlets in various nations
(Dessain and Zeuch, 2015). This had benefit company to enlarge number of buyers and thereby
generate adequate revenue for business. Superior conduct market survey to acknowledge need
and wants of people; so that they provide food items as per taste and preferences of people; of
country in which business is being conducted.
Promotion: This element specifies various tools which firm uses to promote and
advertise information about their offerings. Advertising, sales promotion, online marketing,
public relation and interactive marketing are various devices which superior require to use in
according to fund availability and market conditions. McDonald is using various promotion tools
such as online marketing, advertising, public relation to spread information about offers and
deals to people. This benefit firm to launch new food items to serve requirement of people.
People: This component plays important role; as organisation need to offer products and
services as per demand of customers. It is essential that firm deliver adequate items through
which buyers are satisfied. McDonald's mainly customers are middle and lower class income
group. As firm is providing quality food items and at reasonable rates. So they are able to fulfil
need and wants of different consumer groups. This help company to generate adequate profit for
their business; by retaining them for longer period.
Process: This is essential that in firm appropriate activities are being conducted. Superior
require to implement tools and techniques in system, so that they are able to manufacture goods
and services according to customer's demand (Pappas, 2017). McDonald's manufacturing steps
are transparent; and are using quality materials. This benefit company to deliver adequate food
items by adding appropriate ingredients in it.
Physical evidence: This element states that organisation require to provide adequate
outlet to attract people by providing them attractive environment and various facilities.
McDonald's providing healthy and hygienic appearance in outlets through which management is
able to retain customer's for longer period. By making staff members competent and skilled so
that they deliver adequate services to people. As this firm is having outlets in different nations,

so they have set up facility of self service in outlets. This benefit company to generate adequate
profit for their business.
As, Burger King is competitor of McDonald's; so it is essential that marketing mix are
framed appropriately. It is essential that management make modifications and launch new and
innovative products to deliver products as per tastes and preferences of people.
Burger King 7P's are discussed beneath:
Product: This is essential element as organisation require to provide goods and services
to fulfil requirement of people (Sawant, 2017). As, Burger King is fast food corporation which is
popular for its quick service. Burger, chicken, fish, beverages and cokes are various products
which are offered by company. Besides this company is providing various other food items from
snacks to meal; to attract different age group people.
Price: Superior require that market-oriented marketing strategy is used by them, so that
they are able to attract customer's. In Burger King, management have set prices as per need and
wants of people. They offer various packs and deals to influence buyers and their purchase
decision. As they have rivalry from McDonald, so they require to make changes in rates. But,
superior have to take care that they are able to generate adequate profit for their business.
Place: It is necessary that organisation that they have branches in different nations, so
that they are able to increase customer base. As Burger King, have strong supply chain network
all over the world. Company have opened outlets in various countries through which they are
able to offer food items to people. Thereby, enhance profitability by fulfilling requirement of
large number of customers.
Promotion: This component help firm to spread information about existence of products
and services. For this, marketing team is set up; whose duty is to formulate attractive message to
deliver adequate data about company's offering (Ojadonor, 2017). Burger King is using print and
social media to advertise and promote food products. Through this, superior provide information
about meal packs and new launch that are offered by company.
People: This is essential that firm are delivering adequate products and services in
marketplace. As Burger King offers burger, chicken, fish, beverages and cokes ; through which
they satisfy need and wants of people. They have set up outlets in different nations so company
is able to increase their customer base and enhance sales. Thus firm is able to able to generate
adequate revenue for their business.

Process: Organisation require to use appropriate tools and techniques in system, so that
resources are utilised efficiently. Burger King has good connection with suppliers, so they are
able to get raw materials and thereby manufacture food items properly. They have used updated
methods; so that they are able to deliver adequate services to people (Perkins and et. al., 2016).
Physical evidence: It is essential that organisation have good and attractive outlet, so that
they are able to attract customers. Burger King has branches in different nations, so they are able
to grab attention of large number of people. This had helped company to generate adequate
revenue and enhance their market position.
Henceforth, it can be comprehended that companies require to frame marketing mix so
that they are able to offer adequate products and services to people. Product, price, place,
promotion, process, people and physical evidence are 7P's which are to be designed accordingly;
so that firm is able to position themselves higher than rival brands (Kazmi, 2017). Thus, firm is
able to generate adequate profit and accomplish objectives by making employees function
effectively.
P4 Basic marketing plans for organization
Marketing is the most essential part of any business. It takes the business into right
direction. For achieving higher growth and for reaching new and lucrative markets the company
should carry a proper marketing plan of how it will going to deal with people which market to
cater, the segment of market to be focused. A multinational company usually carries a effective
marketing plan. The various components of an effective marketing plan can be described as
follows :
Vision and mission statement :
Vision statement : It is a predetermined statement which act as a assistance to whole business
activities. The firm posses a very unique quality in terms of its raw materials and therefore the
company stand apart from its other competitors. The statement provides a path for members of
the organization to perform as per the principles and effective core values.
Mission : This statement articulates a company's purpose. It basically speaks to outer world why
this company exist. It identify the scope of its operations, what kind of product or services it
aims to provide to its customers along with what is going to be its primary customers and
markets, its geographical region as well as operations. It contains a short statement of
organization's philosophy. Mission is an expression a communication made by the management

of the company to outer world. However the mission statement is generally aims at people who
makes up the organization which are employees or its members. Mission statement is long term
in nature and often do not change with time (Panigrahi, 2017).
SWOT Analysis is another method to know the standing of a company. Its strength, weaknesses
opportunities and threats. The swot analysis of McDonald's is as follows :
Strength It refers to the different ability that a firm carries from its competitors, it is
used by firm to enhance its working ability.
 The strength of McDonald's is that it carries a huge variety of
differentiated products and this gives it a competitive advantage.
 It is having a leadership position in the market.
 The cost of operating company is very low and thus, the same
reflects in the pricing of products.
Weaknesses These are hindrances which affect company's growth because company is
not able to overcome them from quite a while and it has become a weakness
for the company.
 The company can not diversify into other markets and business
because of the fact that image of company among consumer is of a
food and retail company only.
 The competition is increasing at a very high pace in the market.
Opportunities A company may come across various opportunities while conducting its
business.
 Company should open its stores at more places to reap the benefits
of its Brand.
 The company is framing effective strategies to capture more of the
food market by increasing its business through franchisee.
Threats These are the obstacles that the company might face going forward and
which needs to be addressed at the foremost in order to survive and be
relevant in the market :
 High competition
 Foreign exchange Fluctuations

Competitors of McDonald's:
In modern scenario, competition is high in nature within the marketplace and thus this
kind of competition has potential of making direct impact on the level of performance of the
company. This in turn will enable company to offer new and innovative products and services at
reasonable rates. Being a multi-national brand, McDonald's has many competitors within the
marketplace and major of them are Burger King, Pizza hut, Dominoes, KFC and many others
who can make direct impact on the ratios of profit due to the similar kind of food products along
with similar kind of taste to the customers.
Marketing Budget:
Analysation of the marketplace in deep manner needs to be done by the company as it is
highly essential to carry out this so that effective plans and strategies can be formulated and thus
all the other activities and operations conducted can be carried out in better and effective manner
(Purcarea, 2017). It is the main duty of the finance manager to formulate effective and
appropriate budget so that various kind of tools and techniques can be adopted along with the
conducting various promotional activities which can provide various kind of benefits in order to
draw the attention of the customers regarding various kind of products and services within the
marketplace. Appropriate budget mainly provides assistance in creating the awareness regarding
the goods and services so that customers can find ease in purchasing the products according to
their needs and wants. Budget of the marketing is being formulated by the company and it is
described below:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 70000 120000 162000 150000 38000
Investment 29500 36600 32000 16300
Total 70000 90500 125400 118000 21700

Marketing
expenditures
Advertisement 8000 9000 6000 6000 5000
sales promotion 3000 1500 3000 2000 7000
Direct marketing 7000 4000 6000 9000 4000
Total 18000 14500 15000 17000 16000
Available balance 52000 76000 110400 101000 5700
Monitoring and Control:
This can be stated as one of the most effective factor for the company which is required
to be performed by the higher level of authority along with the manager of the company in order
to provide help to the all the tasks and activities which are being conducted and held within the
workplace and thus have high value in gaining the growth and success for an organisation. It is
highly essential for each and every kind of company who is dealing within marketplace to deal
with their operations and manage in appropriate and planned way so that resources allocation and
utilisation can be done in proper and optimum manner. This in turn creates the value by
manufacturing variety of products and services according to the demands and desires of the
customers. The main focus of the company is on determining the issues and thus find appropriate
solutions for them with respect of supply chain management. This in turn will allow company to
determine its aims and objectives and attain it in better and effective manner.

CONCLUSION
Marketing essential refers to concept which firm uses to promote and advertise
information about products and services. For this marketing mix; which includes product, price,
place, promotion, people, process and physical evidence are used. It is essential that organisation
have adequate marketing plan which are benefit for company. Only if these essentials are present
in a marketing plan than only it can lead to success. The primary essential of marketing is to
have a game plan which the company want to achieve. The ways through which those goals will
be achieved are looked into and then necessary actions and steps are taken to achieve the same.
Necessary strategies needs to be formed for effective market plan and that will have a productive
impact in company's growth and profitability. The next important essential for a developed
marketing plan is customer base and the primary task is to keep them, and then engaging as well
as expanding them. While following all the marketing essentials proper weightage should be
given to the quality and it should not be compromised if the company wants to sustain for a
longer term. It is advisable for company to revisit its marketing plans and strategies on a regular
basis so that it remains relevant and to avoid situations of policies becoming stale and irrelevant
for the firm.

REFERENCES
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