Marketing Essentials

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
2.0 Overview of marketing process........................................................................................3
3.0 Determine roles and responsibility of marketing function...............................................3
4.0 Assess how marketing interrelate with other functional department...............................4
5.0 Importance and value of marketing role in context to organisation.................................5
PART 2............................................................................................................................................6
SECTION A.....................................................................................................................................6
Explain the comparison of two different organisation with applying marketing mix to achieve
business objectives.................................................................................................................6
SECTION B.....................................................................................................................................8
Tactical marketing plan for organisation................................................................................8
Measure to evaluate or monitor progress...............................................................................9
CONCLUSION..............................................................................................................................10
REFRENCES.................................................................................................................................12

INTRODUCTION
Marketing is a process of knowing customer and their need and demand, maintain
relationship with them, provide better quality and analyse what product should satisfy the
requirements of customers. In this report Tesco is considered as base organisation. In this report
it include roles and responsibility of marketing function and how the department are interrelated
to each other and also include marketing plan. The current and future trend in market as this
include social media marketing which help them to attract customer in market. On the other
hand, the future in market is the usage of chatbots.
PART 1
2.0 Overview of marketing process
Marketing process is defined as a process where which organisation use to add value to
customers which help them to create cordial relationship with customers. In this process they
develop strategies to plan objectives and whole process to achieve business objectives. In
marketing process, the first step is to analyse where they segregate different types of customer
and market (Chang and Chen, 2017).
The second step is marketing mix where they include product and their labelling and
packaging. The last step is to implement the strategies and control the process of marketing. This
main objective of this process is to monitor activities and analyse that business should run
smoothly and achieve organisation objectives.
3.0 Determine roles and responsibility of marketing function
Marketing is a function where they have to perform various activities to promote their
product or services in market. The aim of marketing is to attract different types of customers by
conducting advertisement and campaigns so that customers can draw their attention to product.
In context to Tesco, they perform various, roles and responsibilities which lead to enhance
productivity and increase sales or revenue of organisation which are mentioned below: Branding: Branding is one of the most important function of marketing which means to
build brand image in front of public and encourage them to buy products and services
from their store (Cheng, Chan and Leung, 2018). In relation to Tesco, they retain new

and their existing customers by doing campaigns or advertising different product in
market and this function is easily accomplish by them. Promotion: This is the another role of marketing function which communicate their
variety of products to target audience and tell them about benefits of product, brand and
services they provide (Hisrich and Ramadani, 2018). Tesco promote their products to
build interest, enhance awareness which lead to increase sales and profit of organisation.
They also advertise with the activities performed by them such as corporate social
responsibilities through using social media such as Facebook, Instagram, website and
many other sites. Customer service: This is the most important which states that providing better services
to customer which help organisation to satisfy them in order to generate profit and aatract
them towards their goods and services. Tesco produce best quality food as well as non-
food items in order to maintain brand loyalty. They also provide them offer, discount and
coupons so they can influence customers to purchase goods and services from
department.
 Management of product: The product management means organisation is introducing
new or modifying existing product in market. Moreover, it is also defined as a marketing
function where that help organisation to focus on stages of product life cycle from
manufacturing to promoting new product. With the reference to Tesco, when introducing
new product they first analyse need and demand of customer and then compare their
product with their price to competitor.
4.0 Assess how marketing interrelate with other functional department
Various department in organisation interrelate with marketing department to perform day
to day activities and run their business smoothly and effectively (Kautish and Rai, 2019). The
main objective of of marketing department with other department is to accomplish activities and
goal of organisation. Some of the interrelation with different department of Tesco are explained
in detail which are as follows: Marketing and procurement department: The link of marketing and procurement
department is that marketing department analyse and monitor how new raw material are
accepted whereas activities of procurement of new equipments and raw material. In