Marketing Essentials Assignment | Big 4 technological firm

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P1: Different roles and responsibilities performed by Marketing department............................3
P2: Roles and responsibilities of marketing relate to wider organizational context...................5
LO 2.................................................................................................................................................6
P3: Comparison of marketing mix of two different companies of same sector..........................6
LO 3.................................................................................................................................................9
P4: Development of a basic marketing plan...............................................................................9
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is the method through which the business companies promotes their brand
image and products in marketplace. Marketing is basically done for attracting large number of
customers at the marketplace in order to improve the sales of the company. Marketing function is
very essential for firms in order to build better relations with their customers. Taken firm for this
assessment is Amazon which is an e commerce platform providing a wide range of products and
services to the customers throughout world. The company is included in the Big 4 technological
firms. This report will discuss the various roles and responsibilities of the marketing function in
marketing environment along with interrelation of marketing department with different
departments of organisation. This report will further cover tactics applied by the chosen company
by using 7P's of marketing mix along with the development of basic marketing plan for the taken
company.
LO 1
P1: Different roles and responsibilities performed by Marketing department
Marketing department in each and every organisations performs various roles and
responsibilities related with marketing and promotions. This department is very essential for
companies in enhancing their customer base as this department attracts and retain the customers
by ensuring their satisfaction from the services and products of the organisation. The marketing
department of Amazon also plays some roles and responsibilities for improving the
organisational growth and success through which firm can sustain at the market place for a long
period of time (Pike, 2015). The marketing department of Amazon maintains and develops
strong relations with its customers for ensuring their satisfaction and good experience from
shopping at Amazon. Some of roles and responsibilities which are performed by the marketing
department of Amazon are discussed below:
Customer satisfaction: It is the major role of marketing department in which they are
responsible for ensuring the customers satisfaction from the products and services provided by
the organisations. The market department of Amazon is also performing this role in an effective
manner by engaging with the customers through feedbacks and social media accounts of
company. Through this, they determines issues of their customers so that these can be resolved

for ensuring their satisfaction and good experience. The marketing department of Amazon also
take suggestions from the employees while launching any products or services.
Market research: It is essential for the marketing manager of Amazon to identify the
actual perception and needs of its targeted customers which can be possible through conducting
market research. For this, an appropriate budget is required to prepare in which allocation of
funds to each research activity are made. This will help the management of Amazon to update
their existing strategies and plans for the purpose of achieving growth and succes of an
organisation (Simkin and Dibb, 2013).
Managing marketing budget: Marketing department performs several roles and
responsibilities related to marketing of products and services offer by an organisation. For this,
the marketing manager need to adopt an effective marketing tools and techniques such as TV
Advt., hiring celebrities, conducting campaigns etc. which requires huge amount of funds to
invest. Thus, it is important for manager to prepare a suitable budget after analysing the financial
position of company.
Marketing division of Amazon execute different roles in marketing environment which
are briefly discussed as under:
Developing marketing strategies: Marketing department of Amazon is held responsible
to influence the buying behaviour of targeted customers in favour of company through framing
an effective marketing strategies and plans. This will be possible through analysing the actual
interest and perception of customers towards existing marketing plans of company and
accordingly update them in order to retain loyal and attract new customers.
Brand equity: The efforts and contribution made by the marketing department can be
clearly seen on the brand equity and image of an organisation. Every organisation such as
Amazon requires to attain strong brand image which can be possible through advertising the
products and services using various influencing promotional tools etc. social media marketing,
TV Advertisement etc. It makes positive impact on the brand identity and profitability of an
organisation.