Marketing Mix and Consumer Behavior

The assignment delves into the relationship between the marketing mix (product, price, promotion, place) and consumer behavior. It examines how these elements influence brand equity and purchasing decisions, referencing relevant academic sources to support the analysis. The task encourages an understanding of the dynamic interplay between marketing strategies and consumer responses in shaping market outcomes.

MARKETING
ESSENTIALS

TABLE OF CONTENT
INTRODUCTION...................................................................................................................4
TASK 1.....................................................................................................................................5
P1 What are the roles and responsibilities of the marketing function..........................................................................5
P2 Describes how roles and responsibilities are related to the wider context of organisation...................................5
TASK 2.....................................................................................................................................7
P3 Comparison between the ways in which two organisation apply the marketing mix to the marketing planning
process......................................................................................................................................................................... 7
TASK 4.....................................................................................................................................8
P4 Produce and evaluate a basic marketing plan for H&M........................................................................................8
CONCLUSION........................................................................................................................9
REFERENCES......................................................................................................................10

INTRODUCTION
Marketing is the set of institutions and it is a process of communication, promoting, creating, and
exchanging offers that have standards for society, clients and customers at large. Marketing essentials are
the important tool of every organisation. It is the foundations by which anyone can easily understand
marketing and its elements. They are assistive in know customers and other external environment that
affects the business. It involves target market, marketing mix and advertising. There are some internal and
external factors in business organisation that affects its performance as well; marketing essentials are the
components by which managers can easily reduce the impact of these factors. It is a guideline by which
managers can easily make marketing strategy and policies, with that they can easily accomplishes their
desire market and customers focus also (Dibbs and Simkin, 2013). Marketing principles and its functions are
helpful to achieves organisation’s goals and its objectives. They can also develop organisation growth and
success in order to fulfil customer’s demands and desires. It is the process by using H & M can easily extend
its place in capital market. It involves product, price, promotion and place; it’s an overall analysis of external
market by which any company facilitates its long term decisions.
TASK 1
P1 What are the roles and responsibilities of the marketing function
In H & M, marketing plays an important in company’s growth and development, it provides effective
strategies and polices in organisation’s decision making process. The role of marketing is very vital in terms
of success, promotion as well as product development. There are some roles and responsibilities of
marketing function by using them H & M can easily achieve its goals and objects. Such are as follows:-
 Listening the consumer’s needs – It is essential of every company if it wants to success in market,
the growth of the company is wholly dependable on customers choices and their tastes. To launches
any product in market, it is compulsory for any organisation that it can know it customers what they
want and what they like (Lamb, Hair and McDaniel, 2011). These likes or dislikes are able to
calculate business growth and its progress, because if H & M produces the product according client’s
demand and needs so that they can easily attracted towards that product and willing to consumes it.
Any organisation is able to know about new trends by conducting surveys and improves network.
 Manages marketing budgets – Marketing functions are able to manages marketing budgets and
other financial reports by analysis the overall year’s activities. It have proper knowledge about
product costs and its selling, if there is any issues or challenges so that marketing department is able
to resolve from it. The overall development of the organisation is mentioned in these budgets and
reports that way it can easily makes effective strategies and plans by past experiences. Marketing
functions are also helpful in calculating return on investment in order to company’s action and
compare it from other organisation and then make operative plans and strategies.
 Product management: - Marketing functions are helpful to manage the overall life cycle of the
product. The main of product management process is to make quality products and services. It
company provides quality services towards its customers so that it can easily attracts its customers
and it is ensure it is able to enter in target market. Quality goods and services are always share a
large ratio in success and growth of the business. H & M also have to maintain the excellence of their
products so that it is capable to achieve desire goals and customer satisfaction. It is helpful in order
to make long term strategies for business welfare and gives an effective decision making plan that
changes the overall image of the organisation in market.
 Coordination & cooperation – It is also an important role of marketing function, every organisation
have to establishes coordination and cooperation among its employees so that they can perform
better. Managers must have to regulates an effective communication plan so that employees can

easily their issues and problems towards products and find a proper solution for this (Pike, 2015). It
will not only make an effective products but also increases the employees satisfaction towards their
managers, so that they can easily trust on their plans and strategies and trying to work on it. It is also
helpful in deciding H & M goals and gets involvement of employees in decision making process of
the company.
P2 Describes how roles and responsibilities are related to the wider context of organisation
The roles and responsibilities of marketing functions have an impact of organisational performance
and adaptability. These functions give strength to organisational policies and plans, by which it is capable to
compete with external market forces. There are so many internal and external factors that affect the
company’s growth and its advancement. The marketing department of the company has overall
responsibilities of product manufacturing, increasing marketing share and sales revenue (Malhotra, Birks
and Wills, 2013). If managers should have focus on all these issues and challenges so that it is ensure that H
& M will able to achieve its targets and objective, it provides strength and power to the organisation in order
to enter in market competition. Roles and responsibilities of marketing managers not only to focus on
organisational success but also have to on concentrate on overall marketing department of the company.
Organisations can analysis their market by evaluating external and internal factors; this can be done through
SWOT analysis and PESTAL analysis of market. It can easily assess the overall market and its essentials;
this will gives an proper strategic evaluation of capital marketing. It focuses on setting marketing policies
and strategies, by which mangers can make plan for a very long term period and they also increases
organisation’s market share. It also helps in organisation in order to enter into a new market and open a new
channel of distribution so that managers can promote their product in large and specific are of society.
Marketing plays an fundamental role in executing or as well as successfully managing market concerned
companies and gives them ability to stay for long term in corporate market.
The results of implication of marketing orientations to build a strong marketing function for the
organisation and its aim to align overall marketing department together, so that everyone can easily share
their issues and problems, or find a relevant solution of it. It also improves business presentation and its
shape towards overall society. It gives power to business in order to the allocation of resources of marketing
and sales function. Marketing sector has a substantial positive impact on relationship between market-
oriented activities and performance; however the sales branch exposes a negative collaboration effect. These
conclusions show that the obligation for marketing activities should be organised by the marketing
department rather than by the sales unit (Jones and Rowley, 2011).
Such roles are also accommodating in market research, it is a key responsibility of the H & M
marketing department. Marketing research helps the company to classify market opportunities and
expansion of a better understanding of customer desires. It is provides understanding of competitors’
strengths and their weaknesses so that they can easily take an action in order to defend business with
prevailing customers or win it from weaker entrants (Sheau-Ting, Mohammed and Weng-Wai, 2013).
Along with this, marketing department can take its own research by collect market data from websites,
reviewing industry reports or by communicating with customers and predictions to survey their wants and
attitudes. Alternatively, It can easily wider the organisation network and it performance or as well its
growth.
M1
The roles and responsibilities of marketing function is to analyse the overall factors of the
organisation, such as internal or external. It gives strength, flexibility and power to the organisation in order
to compete with new entrants. Another role of marketing is to research about the customer choice, their

needs and wants. If company will produces according customer’s needs, the product will be easily
consummative among all peoples and they are willing to purchase (Papasolomou and Melanthiou, 2012).
This will increases organisation’s sales revenue and its profit as well. Organisations have to regularly
development of new products so that it can able to fulfil all desires of clients and utilization of available
resources.
M2
There are two more business functions in H & M, they are:- human resource and finance. All those
three functions are related with each other because all have depended on each other’s. The case study is all
about how marketing is essential for overall development of the organisation but finance and human
resources is as important as marketing. Without financial reports, marketing managers are not able to find
sales data and reports. Without human resources, no one organisation is able to perform because it needs
humans (Tapp and Spotswood, 2013). So that marketing, finance and H.R are the main functions that are
able to run a business activity.
D1
Product, promotion, place and price all those functions are essential of marketing. They provide
strength and flexibility to the organisation and develop its growth as well as its success. All those functions
are related with overall activities of H & M. Because if the company is not able to produce good quality, it
will not achieve its target and goal (Raj, Sasikumar and Sriram, 2013). And if the prices of the product are
matching with customer choices so that it affects the sales revenue and profit of the company. For that
organisation have to focuses on its performance and creates innovates strategies and plans.
TASK 2
P3 Comparison between the ways in which two organisation apply the marketing mix to the marketing
planning process
Marketing mix and marketing planning both the terms are related each other. Both have cannot be
applied with each other, to implement the marketing planning process H & M and Zara have to study the
marketing mix that affects their sustainability in market. There are four elements of marketing mix. Such are
as follows:-
 Product: - A product is refers with an item that is produced or built in order to satisfying the needs
and desires of customers. It is an process of utilizing the available resources so that the desired of the
peoples can be fulfilled. It can be tangible or intangible or as it could be in form of goods and
services (Huang and Sarigöllü, 2014). The life cycle of product involves growth phase, maturity
phase and the decline phase.
 Price - The cost of the goods is basically the volume that a customer pays, just to enjoy it. It is a
very essential element of marketing mix as well as marketing plan. For H & M and Zara, price
determines their profit and endurance. If both companies are adjusting their prices so that it has a big
impact on their sales and it is also affecting the demand of the product among customers.
 Place :- Place relates the area where a product a going to be launch, it is the specific sector where
product is more demandable and customers are willing to use it. An suitable place for product is
coming from deep understanding of desired market.
 Promotion :- It related with advertising or promotion of the product. If Zara and H & M make an
effective strategy in order to promote their product so it is sure that customers can easily attracts
towards and products and services. With promotional activities their product will not be eye catching
of externals and no one is interested to consume it.

Marketing planning process: - The process of marketing planning involves all those above mentioned
factors. If H & M and Zara creates an innovative strategy so that their goods and services are easily entices
the clients and as well as customers. The process involves the determination of business goals, so that H &
M and Zara both organisations have to decide their goals for which they are performing in marketing if all
objective are planed so after that they have to evaluate the available resources in market by which both can
easily utilized the as a product (Kim and Hyun, 2011). The process also helpful in order to assessing the risk
and operations of the company, meanwhile it is forecasting method of organisational position and its
performance in market. To reduce risk and uncertainties, managers of H & M and Zara must have to create
effective strategies that are beneficial to them for a long term period; such policies will also impact on
decision making process of the company. After that the planed is going to be implemented and monitored by
managers.
Marketing and marketing plan both factors are plays an important role in organisation success,
without product no one strategy can be implemented in market and without any effective policy a product a
can’t be succeed towards its customers. H & M and Zara, both organisations have to focus on their
marketing mix as well it marketing planning.
M3
Zara and H & M, both organisations should have to apply marketing mix and effective marketing strategy
in order to achieve its targets. It polices and strategies are effective, this will give a new image to the
organisation. It instantly changes its goals, plans and decision making process. . Effective marketing plan
and marketing mix can able to change Company’s profit and its profile in overall market (Al Muala and Al
Qurneh, 2012). The product of the company is famous among all customers and they have to pay high cost
for good quality product and services. It also monitor the organisational internal environment, ie. Employee
behaviour and their attitude towards business.
TASK 4
P4 Produce and evaluate a basic marketing plan for H&M.
Marketing plan is helpful to accomplishes objectives and organisational goals. There are some stages
of marketing planning, such are as follows: -
 Determination of organisational aims – The goals and objectives of H & M are its starting point in
order to making marketing planning. Aims and goals are those by which an organisation is
establishes in market and they provide direction to the overall business. The organisational goals
should be S.M.A.R.T – specific, measurable, attainable, realistic and time-specific and they have to
provide trend for all stages of the organization and serve as values in assessing performance
(Chikweche and Fletcher, 2012.).
 Assessing organisational resource’s :- After that company have to evaluate the strategies and
policies by which the environment of the organisation is influenced. Resources involve capability in
marketing, finance, production, technology and personal, by evaluating all those H & M can pinpoint
its strengths and weakness.
 Evaluating risk: - Marketing planning process evaluates the risk and other operations of the
company. There are so many environmental factors such are as :- political, legal, economical,
technological and social. Marketing planning reduces all those elements and ease up risk.
 Marketing strategy: - The outcome of opportunity evaluation is the formulation of marketing objects
is designed to develop an effective marketing for H & M. They are planned for achieving company’s
goals and aims, towards establishing marketing policies and in order to customer’s satisfaction.

These strategies are based on past experience and make for long term period, so that organisation can
easily stand in external market (Pomering, Noble. and Johnson, 2011). The marketing planning
exertion must be engaged toward creating marketing strategies that are resource effectual, adaptable
and flexible. It is the overall business activity in order to selecting a specific desired market and then
sustaining consumers in that section.
 Regulates the plans:- The marketing plan serve as basis for a series of functional policies
compulsory to move the business towards achievements of its goals and objectives (Menegaki,
2012). On every stage of the marketing planning process, managers use responses & reviews in order
to monitor and familiarize strategies when actual enactment fails to match desires and expectations.
M4
The marketing plan of the organisation is determines its goals and objectives. It is helpful in set
target market or performance of the organisation. It is also helpful in utilizing available resources of the
company and analysis of external and internal market of the organisation (Mintz . and Currim, 2013). These
factors also impact of organisation’s achievements and its productivity and change the behaviour of the
customers towards products and services. Marketing plan provides tools and techniques that are
accommodating in evaluating risk and uncertainties and also provide an effective marketing strategy by
which any organisation is able to achieves its target market and goals.
D2
The seven p’s of the organisation are as follows: - product, people, promotion, place price, process
and physical evidence. These all elements give strengths, flexibility and power in order to compete with
external competitors in markets. Managers cannot develop their marketing plan without using these seven
p’s of marketing mix. It provides an effective marketing strategy or market research to the organisation by
which organisation can easily evaluate the overall factors that affects its performance (Leonidou, Katsikeas
and Morgan, 2013). Marketing mix and marketing planning both are the essential tools of marketing
function, without no one product is succeed in market place. It will also provide customer satisfaction and
faith towards product and as well as organisation.
CONCLUSION
In the above mentioned report it has been concluded that marketing function are very essential tools
of every business activity. The roles and responsibilities of marketing functions is to achieves long term
success, growth and development of the organisation. Product management, manages marketing budgets,
cooperation & coordination and marketing research ate most important responsibilities of marketing
managers. They play a crucial role in wider the organisation activities. The report also refers about
marketing mix and marketing planning. The four p’s of marketing are as follows: - promotion, place,
product and price. The process of marketing planning is to determination of organisational aims, assessing
organisational resources , marketing strategy and implementation of plan. Marketing tools and techniques
are very important of organisational growth, success and its performance. It is the duty of every marketing
manager to increasing their market share in order to contributing in their nation’s economy. Marketing
helps in developing relationship between customers and organisation by offering new range of products. It
helps in making wider the organisation and for that companies have to includes marketing mix and new
product development plan.

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Online
Marketing Theories – The marketing mix – From 4 P’s to 7 P’s. 2017. [Online]. Available through: <
http://www.professionalacademy.com/blogs-and-advice/marketing-theories---the-marketing-mix---
from-4-p-s-to-7-p-s>. [Accessed on 27th April 2017].
The Marketing Planning Processes. 2017. [Online].Available through:
http://blog.oxfordcollegeofmarketing.com/2012/11/29/marketing-planning-the-importance-of-
planning-and-the-planning-processes/. [Accessed on 27th April 2017].