Marketing Essentials - Ben Sherman
Added on 2021-02-20
11 Pages3102 Words44 Views
Marketing essentials
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1P1. Explaining the roles and the responsibility of marketing function. .....................................1P2 discuss the key responsibilities and the role of marketing function......................................3P3 Compare the marketing mix to the company to achieve the business objectives..................5P4 : Marketing plan ....................................................................................................................7CONCLUSION................................................................................................................................7REFERENCES ...............................................................................................................................8
INTRODUCTIONMarketing refers to the activities that are undertaken by the company in order to promotethe selling and the buying of the product or the services. It involves the activities such asadvertising, delivering, and selling the products to the consumers and the other businesses. Thepresent study is based on Ben Sherman , a global lifestyle clothing brand. Furthermore, the studyincludes the roles and the responsibility that the marketing department performs. Moreover, thestudy throws deep insight towards the interrelationship of marketing with that of the othermanagerial functions within the company and the ways in which the organization applies itsmarketing mix to planning process for achieving its business objectives efficiently andeffectively. The study also includes the marketing plan of the product relating to the enterprise. P1. Explaining the roles and the responsibility of marketing function. Marketing function of Ben Sherman involves several responsibilities such as marketresearch, distribution, product development, finance, communication, selling, promotion andplanning of the business activities (Gowreesunkar, Séraphin and Morrison, 2018). Functions ofmarketing plays an essential role for the company in order to achieve growing success in thefuture. There are various roles and responsibility played by the marketing function that are asfollows-Conducting campaign- Marketing function actively finds out the products and theservices that requires focus and produces the materials the ways of communication with theoutside world by managing the campaigns for promoting the products and the services of the BenSherman . Monitoring the social media- This is the most essential role of the marketing managerswhich relates with managing and maintaining the social media pages (McCamley and Gilmore,2018). This helps Ben Sherman company in reaching out its mission by capturing the largemarket share which in turn a measure of meeting the sales target. Mediator role- Marketing department acts as the mediator in between the outsiders andthe company. It defines the marketing strategy that need to be adopted by the organization so thatlarge customer base could be created (Sun, Yao and Govind, 2018). It helps the company inassessing the demand of the customers and the information regarding the changing trend in theoverall market. 1
Representative role- Marketing function plays the role of representative as they act as thespokesperson for Ben Sherman and represents the details relating to the products and theservices of an entity in the form of advertising or using sales promotion technique. Researcher role- Marketing function plays a crucial role in conducting the marketresearch that helps Ben Sherman in defining its target market and in taking new opportunitiesthat helps the company in understanding the desire of the customers so that target audience canbe captured which in turn increases the profitability of the enterprise. Producing better internal communications- For developing understanding andcoordination among the employees in relation to the values, priorities and the goals (Sun, Priceand Ding, 2019). It is the responsibility of the marketing department to ensure bettercommunication between the employees and inviting them for expressing their opinions and ideasso that they work with high morale and satisfaction. Innovate- Marketing department is highly responsible for generating the innovation byworking on establishing the new promotional tools, affiliate programs, new techniques forcustomer retention and improving the conversion of messages that are communicated by BenSherman into the actions. Creating brand image- It is the foremost responsibility of the marketing function tocreate the brand value of Ben Sherman through building healthy relationship with the customersand by communicating the ideas in the best possible manner (Dąbrowska and Podmetina, 2018).It ensures for the consistent and the unified communication within all the departments and theexternal parties which in turn helps in creating value of the company across the globe. Defining strategic plans- Marketing function is responsible for developing the mosteffective strategies for Ben Sherman with the goal of achieving the consistent growth in the longterm. For developing such strategies, the department undertakes various measures that includeobjectives, strengths, competition and the target market. Listening to the customers- For establishing the strategy it is the duty of the marketingdepartment to determine the needs of the customers by taking the feedback from the existingcustomers and assessing the desire of the new customers. They should create surveys forcapturing the information from the sales team and the support of the customers. This helps BenSherman in enhancing their marketing strategies or in redirecting their strategies in the probablefuture (McCamley and Gilmore, 2018). By creating the pages of Ben Sherman on the social2
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