Marketing Essential

This presentation provides an overview of marketing essentials, including the key responsibilities of marketing function, PESTLE analysis, marketing concepts, and the significance of interrelations between departments. It also discusses the role of marketing in different contexts and the importance of effective marketing information systems.

Marketing essential

INTRODUCTION
Marketing is a procedure which helps in development of relations with
future customers. This incorporates advertising, selling and
promotion and at last delivering the products to the customers or any
other entity. It is a continuous procedure which involves
communication between customers and company so that to persuade
them and make them buy the products or services which are offered
by the company.

Marketing
Marketing is denoted as a process
of business which includes
selling and promotion of the
goods or service to their
potential customers and
involves research of market
and numerous promotional
tools.

Key responsibilities of marketing
function
The management of marketing is described as the procedure of planning
and implementing different concepts of marketing. The
responsibilities of marketing can be described as under:
Development of Market strategies: The foremost responsibility of
marketing function is to establish marketing strategies so that plans
can be prepared as accordingly.

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Decision about predictive prices: The marketing function includes
decision about prices which are to be kept by Burberry for their
future products in the market. For this they are required to analyse
their competitors like M&S and ZARA so that prices can be set as
according to prices of rival to give them tough competition.

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Marketing research: Research is known as the most essential element
of marketing function. Research inculcates communication with the
customers so that the best possible outcomes can be taken out by
Burberry with reference to product, place and promotion and the most
suitable product can be delivered to the customer.

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Creation of Brand Image: The customers prefers the brands which try
to add continuous value and innovations to their product and services.
Monitoring marketing process: The business is required to monitor the
marketing process as there are four steps of marketing process so
Burberry is supposed to track their marketing processes to deal with
market fluctuations.

PESTLE Analysis
Political factors : They are required to make organic perfume
with all those ingredient which are not banned and generally
accepted by the government so that to stay adhere to the legal
laws. By this burberry will able to capture more market with
increased goodwill.
Economical factors: Financial perspective of cosmetic industry is
very good as people are investing in these products a lot so this
create opportunity the company to grow.

Roles and responsibilities of marketing
in context of marketing environment
Monitoring of marketing environment: Marketing have significant
role in identifying major developments in the environment, so that
to guide product and services with references to those identified
development.
Market segmentation: Burberry is required to perform segmentation
so that customers can be bifurcated as per their wants and
preferences.

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Role of marketing in B2B context: The role of marketing in this
context it to driven the organisation into customer- driven
enterprise. In this organisation identify needs and wants of the
customers and design the product according to that.
Role of marketing in B2C context: The major role in this context is
to relate the customer with the business activities. The major focus
on this area is on product design and customer focus.

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Preparation of effective marketing
information system: An
information system which depicts
numerous information about
product, planning of marketing
strategies.

Marketing concepts
Current trends in marketing: Currently the
marketing is focused on using digital
technology in the marketing process which is
helpful in meeting needs of the customers better
than the competitors.

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Future trends in marketing: Increasing use of
digital platform in order to satisfy emerging
needs of the customer is essential to be
included in the future marketing trends.

Roles and responsibilities of marketing in relation with other
functional areas
As discussed marketing functions of Burberry are require to be
followed to have a successful marketing plan. To stay sustained
and growth oriented to get competitive edge in the market,
Burberry need to establish relations of marketing functions with
other functional departments so that to achieve overall objective
within given time frame.

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Marketing and finance department: In the context of Burberry,
both the departments are interdependent on each other. As the
department of finance is accountable to prepare budget and
arranging required amount of funds for the new plan or
projects.

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Marketing and human resources department: Department of human
resource is working for recruitment, selection, provide training, and
analysing performance of individuals. In reference of Burberry both
the departments are interlinked.
Marketing and IT department: IT department helps an organisation in
maintenance of computer networks within the organisation and they
provide backup for network contingency.

Significance of interrelations between departments
Solve problems before they escalate: Inter department relations
helps in solving problems as before they get escalated so it helps
in motivating employees and overall performance of Burberry.
Creates healthy environment: Inter department relations creates
an healthy environment in the organisation as it generates
corporative atmosphere so leads to a positive surrounding in the
workplace of Burberry.

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Enhances flexibility: Inter relations between different departments
leads to enhance organisational flexibility as s the departments are
inter connected so that it become easier to get any information from
any department.
Improved customer services: Customer service improves as by
interdepartmental relations, due to which customer is not require to
roam around all the department to get solution as informations can
easily be communicated to all department.

References
Larson, J. and Draper, S., 2015. Internet marketing essentials. Idaho
Falls, ID: Stukent Incorporated.kumus, B. and Cetin, G., 2018.
Marketing Istanbul as a culinary destination. Journal of
Destination Marketing & Management. 9. pp.340-346.
Okumus, B. and Cetin, G., 2018. Marketing Istanbul as a culinary
destination. Journal of Destination Marketing & Management. 9.
pp.340-346.

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