Introduction to marketing basics

MARKETING
ESSENTIALS

Contents
Introduction.................................................................................................................... 3
PART 1......................................................................................................................... 3
1. Introduction to the marketing, including current and future trends...........................................3
2. Overview of the different marketing processes...................................................................4
3. Roles and responsibilities of a marketing manager..............................................................4
4 Interrelation of different functional departments with other departments....................................5
5. Value and importance of the marketing role......................................................................5
6 Significance of interrelation of different departments...........................................................6
PART B........................................................................................................................ 6
Comparison of marketing mix of two organisations................................................................6
Marketing plan............................................................................................................. 9
CONCLUSION............................................................................................................. 11
REFERENCES............................................................................................................. 12

Introduction
The term marketing in business is used for promoting the offerings of the organisations in
the market so that they can reach to a large number of potential customers. This marketing is
done by the various techniques such as advertisements, promotions, etc. Proper marketing
strategies are essential for the organisations in this world in order to sustain in the marketplace.
Taken firm for this assessment is Burberry which is a retail organisation of UK providing huge
range of fashionable products, fragrances, cosmetic items, clothing etc. to the customers of more
than 51 countries from the year 1856 after the establishment in the city of London, UK. This
report will cover the various roles and responsibilities of marketing managers along with the
interrelation of different department with the marketing. This report will also cover the
comparison of marketing mix for different organisation as well as the marketing plan for
achieving the organisational goals.
PART 1
1. Introduction to the marketing, including current and future trends
Marketing refers to the techniques or process which is used by the organisations for
promoting their products to the customers in order to enhance the sales and profit of the firm.
This concept is very beneficial for firms to use as the company can attract a wide range of
customers based on their needs and preferences (Ahrens, 2011) . Through marketing concept,
companies can determine the needs and demands of their targeted customers through which they
can easily provide their products and services to the customers accordingly throughout the
countries in which the business operations.
Current trends
 Social Media: This is an on-going trend which is used by the organisations for engaging with
customers so that their needs and demands can be easily identified. This concept is very usually
used by the marketing department of the companies too for taking feedbacks, reviews,
suggestions etc. from customers for improving their experience.
 Online Sites: This is another tool through which the marketing department is promoting the
products on online e-commerce website. Through these sites, the marketing departments are
attracting more customers towards the products provided by the company.
Future trends

 Artificial Intelligence: This is the future trends which can be proved beneficial for the
organisations in enhancing their customer relationships and effectiveness of the marketing
department. Through this concept, marketing department can easily determine the changes in
trends and can take suitable measures for countering them.
 Virtual Reality: This is a future trend through which organisations can provide a smooth and
refreshing environment to the customers in order to enhance their experience. The organisations
can use this concept for improving the customer relationships.
2. Overview of the different marketing processes.
Marketing process in an organisation is responsible for managing the marketing activities
and strategies of the company. The marketing department also develop the marketing mix and
strategies for promotion and other activities of promoting the products to customers. The
marketing department target specific customers or market to whom the products of the company
are supplied or provided. Marketing department also engages with the customers for determining
their mind set and preferences through the social media platforms (Berkowitz, 2016). These
social media platforms such as Facebook, Twitter, Instagram etc. are used by the marketing
department for communication purposes too. Marketing research is also conducted by the
marketing department for determining the on-going trends in the market so that the products can
be provided accordingly. The marketing department is very essential for the success and growth
of the company. Organisations also do the marketing using the email and messages which are
based on the subscription.
3. Roles and responsibilities of a marketing manager
There are various roles and responsibilities played by the marketing manager of Burberry
which are essential for success of the firm. Some of these roles and responsibilities are discussed
below:
Customer Satisfaction: It is the responsibility of the marketing manager Burberry to
provide the products to customers based on their requirements in order to enhance their
satisfaction. The marketing manager of the Burberry is performing his role of determining the
needs of consumers in order to provide the products accordingly.
Promotions and Advertisements: The marketing manager of the Burberry is also
responsible for promoting the products to a large number of people in order to improve the reach.