Marketing Research and Management Assignment

This assignment provides a comprehensive overview of marketing research and management studies. It includes a list of relevant books, articles, and papers on marketing-related topics, covering subjects such as marketing mix, social media marketing, green marketing, stakeholder theory, and more. The resources are intended to support students in their academic pursuits, providing them with valuable study materials for better understanding of the subject.

Marketing Essentials

Contents
INTRODUCTION.....................................................................................................................................3
TASK 1....................................................................................................................................................3
P1 Roles and responsibilities of marketing functions.........................................................................3
P2 Roles and responsibilities of marketing relate to organizational context.....................................5
TASK 2....................................................................................................................................................8
P3 Compare ways to use marketing mix elements............................................................................8
TASK 3..................................................................................................................................................10
P4 Marketing plan of McDonald’s....................................................................................................10
CONCLUSION.......................................................................................................................................13
REFERENCES.........................................................................................................................................14

INTRODUCTION
Marketing essential consider as an important activity through which company
promote as well as add values to customers for fulfilling their requirements. It includes
various tools such as advertisements, personal selling, public selling and many more. All
these help in building strong relationship with customers and at the same time also retain
them for longer period of time. As marketing directly contribute in increasing public
awareness towards company products and services which may enhance profitability at market
place. Along with this, it also develops new strategy for conducting research and
development which assist company in identifying customers needs and wants (Malhotra,
Birks and Wills, 2013). This will also create strong customer base towards company products
and services. As manager of marketing also adopt new and innovative ways to influence
customers to consume company products and services in order to increase profitability level
at market place. Current research based on McDonald’s, is fast food restaurant as they
operate their business activities in over the world and also provide quality food services to
larger number of customers. Various key roles and responsibilities of marketing function is
also discussed in this project as it helps in improving the performance level of the company.
Along with this, comparison of marketing mix in two different organization is also mentioned
to evaluate the actual performance of the company at market place.
TASK 1
P1 Roles and responsibilities of marketing functions
In today’s scenario, marketing is one of the important concept which use business
organization to increase their sales by promoting quality products and services to its large
number of customers. In addition of this, marketing is an appropriate term through which
firm invite individuals and also influence them to consume company products for fulfilling
their needs and wants. This will directly contribute in grabbing attention of the people as they
easily create string customers place which directly contribute in attaining higher success at
market place. Mainly, marketing includes various activities like selling, promoting,
advertising, customers relation and many more. All these will enhance productivity level of
the company at market place. Along with this, manager of the company uses various
strategies to analyse the market trends and condition. With the help of this firm easily attain
set goals and objectives in appropriate time frame (Bean and Hussey, 2012). In this context,

there are some main roles and responsibilities of marketing function which may leads in
determining overall performance of the company. All these are as follows:
Product: It is one of the important function of marketing in which company produce
quality products for their customers to fulfil their needs and wants. By serving quality food
items, McDonald’s easily enhance their performance level in front of market and customers
as well. Along with this they also invite larger customers towards its products and services
(Macarthy, 2018). In context of McDonald’s produce high quality products as per customers
requirements as they easily satisfy them and also retain for longer period of time. As
company offer cheese burger, French Fries, drinks and many more items to its customers.
Apart from this, company also take customers feedback and opinion as per regular basis to
make their process of effective. For this company use new and innovative ways as per market
trends to increase their positive image at market place.
Selling: It is also an important function in which marketing department collect
relevant data through various marketing tools. With the help of this manager easily determine
customers requirements towards company products. In this, the main aim of marketing
manager is to increase sales and profit as well. For this manager make better ways to provide
their final products to final customers in order to attain their satisfaction level. In addition of
this, manager should set use appropriate tools to provide their products in market place as
customers easily buy it. Mainly, company use cost effective promotion channel in which they
promote their services in front of market which may leads in enhancing overall sales of the
company. This will directly contribute in enhancing positive brand image.
Pricing: It is one of the important function of marketing function in which manager
should set their product price affordable as customers easily pay for this. If cost of the
product high and quality is low then customers reduce their interest on products and switch
another product. Thus, it is important for McDonald’s to set product cist as per its quality and
features which may leads in increasing profitability level of the company at market place. In
addition of this, it is also important for business to prepare some effective pricing strategies to
provide its food items at affordable cost. This will help in inviting large number of customers
towards company food items.
Promotion: It is also a major function of marketing as company provide information
to people for aware them towards its services. By using this tool, company communicate with
their customers and also influence them to consume company products (Babin and Zikmund,

2015). This will help in attaining better satisfaction level of the customers which directly
contribute in increasing profitability level. In this context, there are some major tools of
promotion which can helps in connecting with number of people and which are sales
promotion, personal selling and many more. All these are used by McDonald’s to increase
customers demand towards form products (McDonald and Meldrum, 2013). This will directly
contribute in grabbing customers attention.
Management information system: This function related with system which helps in
collecting relevant data of customers and market trends as well. By this manager of
marketing easily take right decision. It related with customers behaviour, taste and action.
This will provide number of opportunities as manager easily store information and provide
them quality services accordingly. For attaining better results, manager should gather data on
daily basis which may helps in improving their performance level.
Financing: Financial funds are vital for company and marketing function as well. By
which manager effectively undertake an effective research as they identify customers
requirements. In addition of this, manager of the company makes an effective budget in
which they consider all the requirements of funds. As it provides various opportunities to
company to deliver quality services to its target customers.
Distribution: Under this, company should use effective channel of distribution to
transfer products form one place to another with the purpose of handover to end consumers.
In context of McDonald’s, they cover urban areas through appropriate distribution channel.
As company easily sell their food item to large number of customers for increasing
profitability level at market place. By this, company create competitive image at market place
as number of customers are attracted towards its services.
Therefore, all these are major responsibilities of marketing function as McDonald’s
needs to effectively implement all the activities in appropriate manner (Rossi, Allenby and
McCulloch, 2012). This will contribute in increasing profitability level in market place which
may enhance productivity level.
P2 Roles and responsibilities of marketing relate to organizational context
Marketing department is play crucial role in promoting as well as implementing new
ways to promote company products and services with the purpose of attaining customers
satisfaction. Along with this, it includes various activities like promotion, marketing,
delivering quality services to target customers by considering their needs and wants. For

attaining better success in market place, marketing manager also undertake research for
identifying customers taste. This will aid in attaining positive outcomes in appropriate time
frame. In addition of this, department of company is related with the marketing function
which may leads in enhancing the chances of grabbing customers attention (Satit and et. al.,
2012). As there are some department of McDonald's which interrelate with marketing
function are as follows:
Marketing with operation department: Production section of company is play vital
role in manufacturing quality products and services to customers according to their
requirements. In this marketing manager conduct effective research to identify market trends
and customers taste as well. By which operation department easily produce variety and
quality food items which may leads on enhancing their performance level. Both department
are interrelated with each other as they easily attain competitive advantage at market place by
delivering high quality products to customers as per their needs. This will directly contribute
in creating positive brand image at market place as compare to its rivals as number of
customers are retain for longer period of time.
Marketing function and finance department: Proper fund is major requirement of
every business and its department as well. With the help of this various department easily
execute their activities for attaining set goals and objectives. As it is important duty of
finance department to allocate enough funds to marketing department. For this manager of
company make an effective budget which cover all the needed of every division. This will aid
in attaining set goals and objectives. By utilizing enough fund, marketing manager easily use
new and innovative techniques to produce as well as deliver quality services to its customers.
For this they promote as well as advertise in market place so that number of customers are
attracted towards McDonald’s food menu which may enhance profitability level of the
company.
HR function and marketing department: Employees are the important assets for
every business organization to accomplished their set goals and objectives. For this HR
department play important role in recruiting and selecting best candidates as they easily
perform their duties to attain their set target. Along with this, they also select skilled workers
for marketing department as they easily understand customers taste by handling them
effectively (Morgan, 2012). This will increase the customers base within the company which
directly contribute in enhancing positive brand image at market place.

Sales department and marketing function: It is important for company to make
better relation between sales and marketing department as they effectively serve quality
services to larger number of customers and at the same time also attain their satisfaction
level. In this marketing manager use various tools and theories to communicate with
customers to encourage as well as influence them to purchase company food items. This will
help in increasing the profitability level at market place (Marketing Structure. 2010). In this
context, McDonald's, marketing manager use appropriate promotional techniques to increase
public awareness towards company products. This will aid in enhancing sales and
profitability level as well. Along with this, company also make better relationship with target
customers.
Marketing function with R&D department: Under this, it is important for manager to
established better relation with their customers. For this, manager conduct appropriate
research in which they take feedback and opinion of the customers regarding company food.
By this they easily serve their service accordingly which directly helps in developing better
relation with customers. Basically, the main benefits research and development department is
to create customer base by understanding market trends and customers preferences as well.
IT department and marketing function: This department includes various software
and technologies thorough which manager understand customers taste and providing them
same. This will define various opportunities in which firm save cost and time which directly
contribute in developing growth level. Along with this, Twitter, Facebook and many more
application are used by McDonald's to interact with people and provide them relevant
information so that they consume its products. The main role of IT department is to store and
manage all the data which helps company to enhance their performance level at market place.
Thus, all these are major function of company as it helps in improving the
profitability level of the company by establishing good interrelationship with another
department. By this, they communicate with their customers for proving quality services for
fulfilling their needs. With the help of this, company enhance their positive brand image at
market place (Laczniak and Murphy, 2012). All these will contribute in establishing
competitive place in market place as compare to its rivals.

TASK 2
P3 Compare ways to use marketing mix elements
In today’s market place, various elements are considered as an important as company
enhance their profitability level. As marketing mix is also an essential concept which is
consider as an effective strategy which helps in satisfying customers needs and wants in
appropriate way. One of the main aim of using marketing mix is to increase the chances of
attaining desirable goals in competitive market. With the help of this, company easily make
an effective market plan as it leads in creating customers base within the company (Chan, He
and Wang, 2012). As it is important for company to use all the elements which helps in
creating as well as producing quality products and services to its customers. It includes seven
elements that helps in attaining desirable results. For understanding all these elements there
are some comparison between two company which operate their products in same field. All
these are as follows:
Basis McDonald’s Burger King
Product McDonald’s is known by its
famous burger as number of
people are purchase it as per
regular basis. As cheese burger,
chicken burger, cold drinks and
many quality food items are sold
by company to its customers for
fulfilling their requirements in
appropriate manner. The main
aim of this company to provide
healthy food items to its
customers thus they make their
cooking areas clean and
hygienic.
In this company serve burger,
desserts, cold drink and many
more products to larger
number of customers with the
purpose of competing their
competitors at market place.
Thus, it is important for them
to produce more quality food
items to their customers
according to their
requirements.
Place Approx. whole world cover by
McDonald’s as they serve
various services through various
outlets and restaurants. Along
with this, company also consider
customers convenience so that
they easily purchase its services.
Burger King set their outlets in
various location for covering
over the world as they easily
enhance their performance
level at market place by
delivering quality goods and
services to target customers.
Price Product price is more affordable
for customers as every type of
people are easily purchase their
products as per their needs
(Dahnil and et. al., 2014). As
McDonald’s use cost leadership
strategy in which they set cost of
As the price of the products of
Burger King is more
affordable as compare to kits
rivals by which they easily
invite customers towards its
products and services. Along
with this company also

the products is more effective so
that customers are purchase its
services and increase
profitability level.
evaluating as well as
monitoring their pricing
strategy as regular basis to
manage their performance
level at a competitive market
place.
Promotion This element if more helpful for
company as they easily invite as
well as attract larger number of
customers. In this, the main
target of McDonald’s is to serve
their services to kids by
promoting their products
through social media, hoardings,
TV and many more (French and
Russell-Bennett, 2015).
Establishing attractive outlets is
also helps in promoting
company products.
It is important element of
marketing mix for every
company to increase public
awareness towards company
products and services. As
Burger King use various
promotional tools such as
menu, advertisement, social
media for inviting number of
customers to purchase its food
items for increasing
profitability level at market
place.
People Under this, the main focus of
McDonald’s is to provide
training programs to their
workers as they effectively know
that how to serve products and
services to customers. As they
give comfortable and clean
services for enhancing positive
experience to its customers.
Workers and customers are
main part of companies, as
Burger King have skilled and
talented workers in which they
provide quality services to its
target customers by
understanding their needs
through communicating with
them. In this, the main focus
of Burger King is to provide
good experience to its
customers so that they visit
again and again. It assists in
increasing productivity level
(Finch, Nadeau and O’Reilly,
2013).
Process Visible and transparent process
of manufacture is also effective
as customers are easily saw. Due
to hygienic process customers
increase their demand and retain
in company for long period of
time. It helps in enhancing the
market share from its
competitors.
It is main part of the company
in which firm consider
effective manufacturing
process through which they
produce quality services to its
customers. Along with this
they also ensure that
delivering process also
effective as customers are
happy with company services.
Physical evidence Outlets of McDonald’s is more
attractive which influence
customers to consume company
food items as they also set clean
and hygienic environment to
Under this, Burger king set
various outlets in approx.
14000 locations. As they also
tries to expand their activities
in another developing

people as they wants to visit
again and again in restaurant.
countries to established global
image.
TASK 3
P4 Marketing plan of McDonald’s
Accordng to Chitakornkijsil, (2012), marketing plan consider as an important
procedure for business organization as it helps in improving the performance level of the
company. It is a formal document and blueprint which determine all the activities to
effectively attain future results. Along with this, plan of the company in relation of marketing
helps in attaining set goals and objectives which may contribute in enhancing overall sales of
the company. Mainly, the main aim of preparing marketing plan is to accomplishing targets
(Chitakornkijsil,2012). It includes company mission, vision and various activities which
contribute in determining actual performance of the firm. For attaining better results, manager
should prepare a proper marketing plan as it provides ways and direction to make appropriate
strategies. As there is description of marketing plan of McDonald’s:
Overview of company
McDonald's is famous and popular multinational company as they operate their
business activities in over the world. It is considered as biggest fast food restaurant which
found in 1940 by Richard and Maurice McDonald's. The main products of this company are
burger, Chicken products, Burger and many more on whole world.
Vision
This statement is important as it define future aspects where company wants to see
itself in upcoming time frame (Sheikh, Shahzad and Ishak, 2016). As the main vision of
McDonald's is to become a leading restaurant by proving quick services to customers. Along
with this, they offer positive and hygienic environment as number of customers enjoy
company services.
Mission
This statement defines ways to attain set goals and objectives as company focus on
their mission while executing their activities. As the main mission of McDonald's is to create
loyal customers within their organization by delivering eatable drinks and food services.
SWOT analysis of McDonald’s

Strengths Weaknesses
McDonald's is biggest and strong global brand
as they offer quality fast food services to its
customers.
Diversified incomes is also a strength of this
company as they offer quality products and
services to its large number of customers.
Competitive price of the products is main
strength through which firm easily enhance
their customers base.
Healthy as well as positive environment.
Due to slow income and revenue creates issues
at the time of enhancing profitability.
Less market share also weakness of the
company at market place.
High competition in market also reduce
profitability of the company.
Opportunities Threats
Expansion of the stores at international level
enhance the chances of capturing larger market
share form its rivals.
They serve their products in over the work as
number of loyal customers are part of this
company.
McDonald’s also joint ventures with retail and
super markets.
Health conscious customers is main threat for
McDonald’s as company reduce their
customers base.
Demographic change is also negatively impact
on company and its productivity.
Number of competitors in market place is also
threat for company.
Fluctuation in foreign exchange rates of the
nation.
STP of McDonald's
Under this, company set their products on the basis of segmentation, targeting and
positioning as they easily enhance their profitability level at market. Segmentation: Under this, McDonald’s set their products as per segmentations such
as demographic, psychographic basis. This will aid improving overall profitability
level (Coulon and et. al., 2012). Targeting: It is related which customers which target by company to offer their
products and services. In this McDonald focus on kids, families, teenagers. As they

easily serve their services according to their requirements in order to enhance their
customers base.
 Positioning: Under this, McDonald’s tries to set their positive image in market place
as they use positioning strategy to serve their quality and unique products which assist
in capturing customers attentions towards company products.
Marketing mix of McDonald's
Under this, 4 elements or marketing mix which determining the actual requirements
of the customers through which c company easily serve them accordingly and attain their
satisfaction level. Product: McDonald’s offer various products as cheese burger, French fries, cold
drinks and many more to end users. As the main focus of company is to provide
higher satisfaction to its customers which helps in attaining success at market as
compare to its rivals. Price: As cost of the products helps in enhancing company profitability. This is
important term which charge by company to its customers from products. As
McDonald’s use bundling price that helps in increasing the customers base as they
enhance their productivity level at market place. Place: As company focus on customers convenience in which they set their outlets in
posh and better place as number of customers are easily purchase company services
and satisfy their needs. It directly establishing competitive place in market place.
 Promotion: For increasing public awareness towards company food items, as they
communicate with customers through various channels such as advertisements,
personal selling, direct selling. Along with this, McDonald’s also use online platform
as they promote their services by social media in which larger number of customers
are easily invited. This aid in increasing profitability level of the company at market
place.
Marketing strategy
For making positive image at market place, McDonald’s prepare appropriate
marketing strategies through which they easily enhance their quality services (Fazlollahtabar,
Aghasi and Forte, 2012). As company use relationship marketing strategy in which they

understand customers requirement and also build positive relationship. It aid in increasing
customers base of the company.
Marketing budget:
Under this, McDonald’s manager prepares and effective marketing budget which
consider all the expensive and income of effectively determining overall performance of the
company at competitive market place. One of the main purpose of preparing budget is to
evaluate the actual income of the company.
Execution:
In this step of marketing plan, manager analysis the effectiveness of entire activities
of the procedures. By this they easily take right decision and accomplished positive goals and
objectives in an appropriate time frame. This will help in generating profitability level at
market.
Evaluation:
This is last step of marketing plan, in which manager take final decision by evaluating
entire activities of the company and its plan. By analysing entire process company easily
manage their performance and at the same time also chances of attaining desirable goals and
target.
CONCLUSION
As per discussed assignment, it has been summarised that marketing is a broad
concept as company easily established positive brand image at market place. For this firm
promote their products and services qualities by using various promotional tools and
techniques. This will directly contribute in accomplishing set goals and objectives in
appropriate manner. Along with this, sales promotion, personal selling, advertisement and
many more all these are helps in building positive customers relation by understanding their
needs and wants towards company products and services. As a biggest fast food restaurant,
they serve their various quality products and services to its customers for fulfilling their
requirements. It will help in improving performance level of the company at market place. In
addition of this, roles of marketing function also play vital role in managing entire marketing
activities to deliver right products to right customers. Furthermore, elements of marketing
mix also help in evaluating overall profitability of the firm through which company easily

grab customers attention. In addition of this marketing plan of the company also discussed
whic cover various aspects such as SWOT, STP, marketingmix, marketing strategy, budget
and many more. All these are help in analysng overall perfomance of the company at market
place. This will contribute in attaining set goals and onkectives in appropriate time frame.

REFERENCES
Books and Journals
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Bean, J. and Hussey, L., 2012. Marketing Public Sector Services: essential skills for the
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Macarthy, A., 2018. 500 Social Media Marketing Tips: Essential Advice, Hints and Strategy
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Babin, B. J. and Zikmund, W. G., 2015. Exploring marketing research. Cengage Learning.
McDonald, M. and Meldrum, M., 2013. The complete marketer: 60 essential concepts for
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