Marketing Essentials

This presentation provides an overview of marketing essentials, including the nature of marketing, development of marketing concepts, PESTEL analysis, overview of marketing process, different roles of marketing with both B2C and B2B, and the roles and responsibilities of the marketing function. It also discusses the importance of marketing in the wider organizational context.

Marketing Essentials

Table of Content
• Introduction
 Nature of marketing
 Development of marketing concepts
 PESTEL analysis Overview of marketing process
 Different roles of marketing with both B2C and B2B

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• Roles and responsibilities of marketing function
• Roles and responsibilities of marketing relate to the wider
organizational context
• Conclusion
• References

Introduction
Marketing is an activity and process of selling, purchasing, advertising and creating
awareness about the product and services of a specific company. In simple words,
marketing is an action or business of promoting and selling goods and services consisting
market research and advertising. Marketing essentials are those tools and techniques that
can be help the a company in marketing of the business

Nature of marketing
Marketing is an activity of designing plan, place, price and distribute want satisfying
product and services,. It consists three main activities-concentration, dispersion and
equalisation. It confines itself to channels of distribution, marketing functions, flow of
products and management.

Development of marketing concepts
Marketing concepts focus on accomplishing organizational goals by designing a company
that is more effective and efficient than competitors by creating, delivering and
communicating consumer value to its selected markets. There are different marketing
concepts like product concept, production concept, selling concept, marketing and social
marketing concept.

PESTEL analysis
Political-This factor positively affect the business of Burberry in form of offering free trade
in different nations which help in enhancing productivity of it.
Economical- Brexit is the main component that affect Burberry because due to it inflation
is arise and due to which tax rate of different countries are modified in form of high.

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Social- Changes in consumer needs negatively affect the firm because due to change in
fashion the demand of customer are rapidly changes which unfavorably affect the business
of respective firm.
Technological-the management of this firm use innovative promotional tools like social
media which help in maximizing customer base of this company.

Overview of marketing process
Marketing process consists ways in which value can be designed for the consumers to fulfill
their needs. It includes four elements like strategic marketing analysis, marketing
implementation, marketing mix planning and marketing control.

Different roles of marketing with both B2C and
B2B
Marketing business to business is different from marketing business to customer. In B2B m
marketing, the company focus ion the logic of the product and its features. Marketing play
an effective role in selling the product with the purpose of fulfilling buyers needs. In B2C
company make focus on consumer and with the help of marketing find out their needs so
that company can offer product as per their requirement.

Roles and responsibilities of the marketing
function
Marketing is the function of business company which create awareness so that people aware with
the products and services of the organization In Burberry, the marketing function play an
effective role and they have several responsibilities regarding the company that are mentioned
as under:
Gathering and analyzing marketing information- The marketing function of Burberry is
responsible for gathering and determining the market information which will assist
organization in framing an interpretation. The marketing department of the company do
market analysis and get information about needs, demands, taste & preferences of consumers

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Branding- The another role which is played by marketing function is to assign a brand
name to product that will assist the consumers in differentiating the offerings of Burberry
fro its rivals.
Customer support service- Marketing function of the company is responsible to provide
information to consumers about products and resolving their issues and quires. When
customers have any misunderstanding and confusion about the product and brand then
marketing department of organization provide clear information to them so that they can
have accurate information

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Marketing planning- Marketing function is responsible for creating and framing marketing
strategies so that the company can operate and survive in market till long term period. This
function also play an effective role by designing plan and plan of action to get rivals
benefits form competitive market.

Roles and responsibilities of marketing relate to
the wider organizational context
Marketing is essential for each business firm because it assists in sustaining and surviving
business till long term period. So it is important that marketing works efficiently with other
business functions in context of gaining effective outcomes and maximizing sales of
organization For this, Burberry will work with following functions:

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Human resource management- This function is concerned with hiring choosing,
encouraging, training and managing workforce of the company. The marketing function of
Burberry work closely with HR function of receptive firm. This is because when the
marketing function required candidates to fill the vacant positions then HR department
conduct recruitment and selection process to hire qualified and skilled employees for its
vacant posts of specific job role

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Research and development function- It simply means to innovate, introduce new
products and services and improve existing offerings in the markets. In Burberry marketing
function is closely related to research & development function so that they make both of
their job easier and result comes more productive

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Finance function- This function is concerned with managing and organizing monetary
portfolio and prepare financial reports , oversee investments etc. within the
organization The marketing function of Burberry is closely related to finance function
because marketing manager spend more money to attract customers for growth and on
the other hand, finance manager try to reduce that cost to earn maximum profits

Conclusion
As per above mentioned content, it can be conclude that marketing is a process of selling
buying, advertising promoting goods and services of a company. In an organization,
marketing function play an effective role in different manners, as collecting information
from marketing, creating awareness about products and resolving issues and queries of
customers. Marketing function of the company is interrelated with other functions of
company so the business of firm operate in effective manner.

References
 Thompson, F. M., Tuzovic, S. and Braun, C., 2019. Trustmarks: Strategies for
exploiting their full potential in e-commerce. Business Horizons. 62(2). pp.237-247.
 Weller, R., 2019. Portfoliomanagement im Content Marketing: Einführung in die
Wertoptimierung digitaler Inhalte. Springer-Verlag.
 Zahay, D., and et. al., 2019. Effective resource deployment in digital marketing
education. Marketing Education Review. 29(3). pp.182-192.

Thank You