Marketing Essentials TABLE OF CONTENTS INTRODUCTION 1 TASK 11 P1. Major roles and responsibilities of marketing function of Wilkinson

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Major roles and responsibilities of marketing function of Wilkinson.............................1
P2. Roles and responsibilities of Marketing related to other functional units of Wilkinson..4
TASK 2............................................................................................................................................6
P3. Ways in which two different organisation use their marketing mix elements.................6
TASK 3............................................................................................................................................8
P4. Basic marketing plan for Wilkinson.................................................................................8
CONCLUSION................................................................................................................................8
REFERENCE.................................................................................................................................10

INTRODUCTION
Marketing is that managerial process through which an enterprise can successfully
promote and advertise its different products and services. In the present scenario, it has become
the most important key concept which is responsible for organisational growth and development
(Zarantonello and Schmitt, 2013). There are various merchandising tools and techniques which
can be used by organisation to identify customer’s buying behaviour. This project report is based
on Wilkinson which is the manufacturer of swords and some personal care products. In this
report, different roles and responsibilities of marketing function will be discussed along with
their interrelation with other functional units of company. Also, marketing mix of this
organisation with other competitor firm will be highlighted.
TASK 1
P1. Major roles and responsibilities of marketing function of Wilkinson
Merchandising can be defined as that managerial process which focus on various activities
such as buying, selling, distributing, storing and financing as well as risk management. This is
the only business function which can create good corporate image of company in marketplace.
Marketing involves all those, activities, practices, procedures, strategies, tools and techniques
which creates value for customer. Marketing is a great method for attracting huge number of
customers. It is a huge responsibility of merchandising department to transfer goods and services
from their production place to consumption place. With the help of this organisation can attract
huge customer base. Also, it helps in producing mass production as per the product demand in
market place.
Merchandising department of company conducts various market research so that enterprise
can find out current needs and demands of clients. So it can be said that marketing is a process of
creating value for customer and also helps in building a strong relationship with business clients.
The major function of marketing is to identify new market trends, customer’s purchasing
behaviour and then help company in producing products and services as per those trends as well
as customer’s buying behaviour (Robinson, 2012). There are various phases of marketing which
are as follows:
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Illustration 1: Five concepts of marketing
(Source: Bhasin, 2017)
Product concept: This approach states that consumer like to buy that product which
have various features like high quality, durability and some value. So it is highly important for
manufacturing units to manufacture goods as per customer needs so that he can get satisfied. For
producing quality products, business enterprise should manufacture innovative products,
sometimes they can make changes in their current goods.
Production concept: This approach gives core attention to production process.
According to this concept, for increasing efficiency and effectiveness of manufacturing process
company should manufacture those goods which have high demand in market place and does not
require high operational expenses.
Selling concept: This approach gives importance to products’ price. According to this,
organisation should set product’s price as per their value and customer purchasing behaviour. So,
it can be said that, this concept has showed the value of pricing policy which should be
determined on the basis of product’s cost (Peter and Donnelly, 2011).
Marketing concept: This approach is based on profit maximisation and cost
minimisation. This concept suggest company that it should conduct market research first and
then manufacture final product. This concept also helps company in enhancing its brand image
within market place.
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