Marketing Assignment: Marketing Essentials Assignment

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function ...........................................................1
P2 Inter-Relation of marketing function with various organisational department......................5
M2 Importance of inter-relationship between marketing and other functional unit...................6
D1 Critically evaluate the key element of marketing function ..................................................7
TASK 2............................................................................................................................................7
P3 Compare marketing mix of two different organisation .........................................................7
TASK 3..........................................................................................................................................11
P4 Produce basic marketing plan .............................................................................................11
D2 Design marketing plan with the use of 7Ps ........................................................................13
CONCLUSION ............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
The word “Marketing” refers to the process stimulating the interest of potential buyers
and clients in company's product or services. It is a set of activities for creating, delivering,
communicating and exchanging offering that creates values for partners, society and customers
at large (Baker and Saren, 2016). It is considered as an important function in all organisation and
businesses and is becoming increasingly essential to attain success in modern economy. Business
Enterprises uses marketing so as to develop, keep and fulfil the needs and wants of customer.
According to the Chartered Institute of Marketing “ The term “marketing” can be described as a
management process that is mainly responsible for determining, evaluating & satisfying
consumer requirement profitably”. It includes researching, selling, distribution and promotion of
products and services in an effective manner.
The chosen company for this project is ALDI which is leading discount supermarket
chain operating their business practices in more than 18 countries with over 10,000 stores. The
report covers roles and responsibilities of marketing function, its inter-relation with other
functional department, how ALDI is gaining competitive advantage over their rival LIDL with
the help of marketing mix and lastly how with the help of detailed marketing plan chosen firm is
accomplishing their goal systematically.
TASK 1
P1 Key roles and responsibilities of marketing function
The concept of marketing refers to the process by which an organisation creates value for
target audience and establish strong relationship with them so to capture value from them in
return. In simple words it means bringing product to the market with an aim of satisfying
customers needs and wants in an effectual manner. In-fact the whole idea of marketing laid
emphasize on needs, demands and wants of potential buyers.
 Need: This is something important for an individual to live stable and healthy life. When
they are unable to fulfil their need, its results in death or dysfunction.
 Wants: This is something which a person is wished, desired or aspired to. However these
are not essential for survival but often shaped by peer-group (Brassington and Pettitt,
2013).
1