Marketing Essentials Assignment: Wilkinson

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P1 Key roles and responsibility of marketing function...............................................................1
P2 Roles and responsibility of marketing relate to wider organizational context.......................4
M1...............................................................................................................................................5
M2...............................................................................................................................................6
D1................................................................................................................................................6
LO2..................................................................................................................................................6
P3 Usage of marketing mix while planning process to achieve business objectives .................6
M3...............................................................................................................................................8
LO3..................................................................................................................................................8
P4 Marketing plan.......................................................................................................................8
M4.............................................................................................................................................10
D2..............................................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is a study of exchanging relationships and it is a set of processes which are
used by an enterprise to promote their product in the marketplace. Main motive of marketing
activities is to fulfil the desired demand of customers by considering their tastes and preferences.
Wilkinson is a British store that is famous for its housewares and household products which were
found in the year 1930 by James Kemsey Wilkinson. This report is mainly segregated into three
parts for explaining the roles and responsibilities of promotional team towards success of an
organization. In addition, it highlights the functions of marketing towards enterprise by making
effective or impressive plan which is used by company while promoting their goods and
services. Therefore, this assignment is all about essential role of marketing activities in attaining
objectives and targets of organization.
LO1
P1. Key roles and responsibilities of marketing function
Marketing department plays an eminent role in exchange of goods and services in the
marketplace as well as helpful in achieving vision and mission of a company. Basically, they
perform number of functions to fulfil their roles and obligations towards development of
organization (Aad and et. al., 2012). Wilkinson is an enterprise which sells housewares and all
the household products. Therefore, it is essential for them to throw light on their marketing
function so that they can easily capture the minds of domestic as well as foreign clients. Apart
from this, major purpose of marketing department is to support whole organization while
establishing their goodwill in international market. Along with this, marketing sphere of
Wilkinson accomplishes number of roles and responsibilities which are stated as follows:-

Illustration 1: Roles and responsibilities of marketing department
(Source: Roles and responsibilities of marketing department, 2017) Understanding customer’s needs: - For preparing a marketing strategies, it is very
indispensable to create a friendly relations with different consumers for understanding the
taste and preferences (Al-Hasan, Thomas and Mansour, 2011). One of a major tool for
understanding the requirement of society is to plan feedback process by which marketing
department of Wilkinson get updates about demands of their desired consumers. Tracking recent trends: - Another role which is played by marketing team is to track the
recent trends available at a marketplace so that they can manufacture or design their
household products on the basis of customer choice. This method is very much beneficial
for organization because by knowing the available trends they can easily shape their
products for seeking the attention of maximum clients. From this, customer satisfaction
can also be achieved (Babin and Zikmund, 2015). Monitoring and reviewing competition: - According to this, they are also liable for
monitoring strategies or schemes used by competitors of Wilkinson because it influence
their products. Apart from this, assessment of rivalries is essential for understanding
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