Marketing Essentials - Concepts

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1 ...........................................................................................................................................3
No.1 Concept of marketing and its current trends for the chosen organisation....................3
No.2 Overview of different marketing process......................................................................4
No.3 Roles and responsibilities of the marketing manager: ..................................................4
No.4 How marketing interrelates with other functional departments of the organisation....5
No.5 Values and importance of the marketing role in the context of the organisation.........6
No.6 Conclusions for effective interrelationships between different functional departments.6
TASK 2 ...........................................................................................................................................6
No.7 Comparison of marketing mix with other organisation ...............................................6
TASK 3 ...........................................................................................................................................9
No.8 Evaluation of the well structured marketing plan .........................................................9
CONCLUSION .............................................................................................................................13
REFERENCES .............................................................................................................................14
.........................................................................................................................................................1

INTRODUCTION
Marketing and its essentials are considered as necessities in the functioning of an
organisation Marketing is the process of understanding the wants of the customers and convert
their wants into the actual value generation. Technology and social media are two aspects which
are trending now a days(Muller, 2017). This report will be carried on McDonald's which is the
leading fast food chain and restaurants which provides food services such as Hamburger,
sandwich, burger, drinks, desserts etc. to their customer. The report will put focus on analysing
the current trends, marketing process and roles and responsibilities of the marketing manager. It
will also tells about the relationship of marketing with other functional unit of organisation. This
will put emphasized on the preparation of the marketing plan for the product development and
expansion of the business.
TASK 1
No.1 Concept of marketing and its current trends for the chosen organisation
The concept of marketing is considered as the wide theory with broad understanding of
the actual scenario of the market. According to American Marketing Association, “Marketing is
an activity, set of institutions and process for creating, delivering and communicating offerings
which creates value sand results for clients, customers, society and others”. There are various
marketing concepts are as follow:
Marketing concepts: This concept is the philosophy that firms should analyse the needs
of their customers and then make decision to satisfy those needs, better than the competition. It
involves Segmenting, targeting and positioning along with usage of several marketing mix such
as pricing, product, promotion etc.
Selling concept: Selling concepts proposes that customers, be an individual or business
firms will not buy enough of the organisation's products unless they are persuaded to do through
their selling efforts.
Product concept: It is an understanding of the dynamics of the product in order to show
the best qualities and maximum features of the product. Marketers spends their maximum time
along with with research in order to target their actual audience.
Now-a-days, there are various current aspects which are trending in the present in context
with marketing. The following trends are belongs to the future of marketing are as follows:

Technology: Various sectors such as Ed-tech and It has become scope for raising and
employment generation now a days. Technological marketing has raised level of satisfaction of
the customer using feedback and post evaluation after purchasing and selling of goods and
services.
Social media: For marketing purpose, social media has now become easy for targeting
the customers online as well as offline. Companies can target the customer via Facebook,
Instagram, Twitter etc. to invite customer to buy different types of products both online as well
as offline(Raymond, 2015).
No.2 Overview of different marketing process
In context with McDonald's, there is a requirement of brief marketing process for the
expansion of the business which is as follows:
Mission: In this stage, top management of McDonald's needs to specify their mission and
vision statement to define the goals or objectives of the company. The mission statement will put
concern over the continuous improvement in the products or services of the company.
Situational analysis: In this next step, main focus of an organisation lies on the growth
and opportunity analysis by doing the PEST and SWOT analysis.
` Marketing strategy: In this third step, top management of the McDonald's targets their
audience primarily and decides the goals or objectives in order to develop budget and cost
certainty for the overall period.
Marketing mix: After formulation of the marketing strategies, next process here is
deciding the price, place, promotion, promotion and product development etc.
Implementation and controlling: After the deciding the marketing mix, it is the foremost
task to control all the activities relating to all the activities regarding the product as well as
market development.
No.3 Roles and responsibilities of the marketing manager:
In context with McDonald's, marketing manager is one who control and manages the
marketing resources to plan and build particular products or services. He may be responsible for
one product or multiple products. There are various function and responsibilities of the
marketing managers are as follows: