Marketing Essentials- PDF

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MARKETING ESSENTIALS
Table of ContentsINTRODUCTION...........................................................................................................................1P1 Role and Responsibility of marketing function.................................................................1P2 Explain how roles and responsibilities of marketing relate to the wider organisationalcontext....................................................................................................................................4P3 marketing mix of different organisation............................................................................6P4. Marketing plan for Argos.................................................................................................9CONCLUSION..............................................................................................................................12REFERENCE.................................................................................................................................13
INTRODUCTIONMarketing is a business function that deals with buying and selling of goods and services.Marketing is the effort done by an organisation to gain more customers or to maintain thesatisfaction level of existing customer. Earlier marketing focused only on advertisement andpromotion but with the changing time, now it includes marketing research and as well as aftersale services. This study describes the role and responsibility of marketing of Argos. Argosrender technological retail product like TV, camera, games, home audio and video, car, radio etc.to its customer. Company also provide Furniture, toys, clothing’s, jewellery, health and beautyproducts, baby care product, gifts. It is subsidiary ofSainsbury.Study try to get the idea ofmarketing mix imply by different company. Study also covers the basic marketing plan made byArgos for its new and existing product. The way different functional unit have interrelation withmarketing to achieve organisation objective also included.P1 Role and Responsibility of marketing functionMarketing role and responsibility has very thin line to differentiate between these two.Marketing role are playing a part in specific function like marketing play a role of researcher andcommunicator, where responsibility are expectation attach while paying the role. For instance itis a general expectation of Argos from its marketing department that it would conduct marketresearch with full accuracy so that company can get reliable data about customer need andpreference, accordingly it can make new product and improvise the existing product and serviceto meet customer satisfaction level (Kladou. and et.al., 2016)Detailed roles and responsibility ofmarketing department are given below:Role of marketing1.recognition of customer needThis role can be understand as researcher's role pay by marketing team by identify thecustomer need and preference. To play this role marketing team of Argos first identifies itsmarket segment after that it look into factor affecting their buying behaviour, habits, expectationof consumers. Following role become so important when a company render product which canbe use by customer in day to day life.Argos first get clear idea about its customer choice, trendand preference than only it makes its customer because one of the important objective of retailindustry is to enhance customer satisfaction, if an organisation even don't know about itsconsumer how can it make something for them.Agroes enjoys competitor advantage because it1
always tries to grab the market share and profitably form its competitor by making its costumerhappy. Organisation recently launch electronic item having artificial intelligence. Apart from itcompany make technological changes in its store to offer best shopping experience tocustomer(Holbrook, 2018)CommunicatorMarketing function facilitate internal and external communication. As internalcommunicator marketing team give information of market, sales, competitors, customerbehaviours knowledge , technological changes to internal department of organisation, where inexternal communication it introduces new or value added product and service to existing andpotential customer by promotional activities. Company use integrated information software toshare real time data with others. Argos marketing department has good relation with finance,HR, production and IT department. To convey massage and information with customer companyuse social media tools, TV, radio, events, newspaper. For new product it offers discount, coupon,rebate , lucky draw, finance options, contest etc (Verma, 2017.)Responsibility of marketing functionproduct development:Product manufacturing is responsibility of production department but productdevelopment come under marketing function.Product development activities cover customerneed recognition, idea generation , product designing, innovation pricing, costing, competitors,commercialization, internal and external business environment scanning, etc.for instancesArgos'smarketing team find that traditional electronic material are tough to recycle, itcontributes to E wastage and it also add toxic in water, soil, sea. So team decide to make organicelectronic devices. These devices contain environmental friendly material. Marketing team hasto know its internal, external weakness to know that company has enough technology and fundavailable or not for this kind of product.(Gillespie. and Riddle, 2015)Develop promotional planPromotional plan is use to communicate about new and existing product to its targetaudience. Various promotion activities are advertisement, personal selling, direct marketingwhich are used to introduce a new product, re-launch value added and innovative service andproduct, improve awareness of existing product, more usages' suggestion, to increase sale and toenter in new market. Marketing department is responsible to opt most suited promotional tool for2
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