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P1 Explain the Key Roles and Responsibilities of the Marketing Function

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Added on  2020-11-12

P1 Explain the Key Roles and Responsibilities of the Marketing Function

   Added on 2020-11-12

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Marketing Essentials
P1 Explain the Key Roles and Responsibilities of the Marketing Function_1
Table of ContentsINTRODUCTION ........................................................................................................................3TASK 1 ...........................................................................................................................................3P1. Key roles and responsibilities of the marketing function ..............................................3P2. Roles and responsibilities of marketing relate to the wider organisational context.........6TASK 2 ...........................................................................................................................................8P3.Compare the ways in which different organisations apply the marketing mix to themarketing planning process to achieve business objectives...................................................8TASK 3..........................................................................................................................................10P4.A basic marketing plan for an organisation....................................................................10CONCLUSIONS............................................................................................................................13REFERENCES..............................................................................................................................14
P1 Explain the Key Roles and Responsibilities of the Marketing Function_2
INTRODUCTION Marketing is an activity of buying and selling goods and services. It is an activity andprocess for creating, delivering, communicating and exchanging offerings the products andservices to the customers and society. Marketing essentials is a process by which it provideproducts and services according the customer’s needs and wants. It is a transaction or exchangeintended for satisfying consumer's demands and desires (Babin and Zikmund, 2015). This reportis based on the marketing of Unilever Plc Company. It is a British-Dutch transnational consumergoods company which was founded in 1929 by William Lever, Viscount Leverhulme, JamesDarcy Lever and Samuel van den Bergh. Unilever's products are foods, beverages, personal careproducts and cleaning agents. In this assignment, marketing concepts, roles and responsibilitiesof a marketing manger are explained. The interrelationship of marketing with other marketingfunctions, marketing mix and marketing plan for an organisation are defined in this report. TASK 1 P1. Key roles and responsibilities of the marketing function Marketing is the process by which goods and services of an organisation are provided tothe consumers according their needs and wants. It is an business term which is a company do forbuying or selling its products.Marketing conceptsProduct Concept- This concept is based on product, product quality and marketingstrategies are focused on the improvement of the products. For example Unilever provide aproduct Lipton (tea) and a customer need herbal tea because present time most of the people areconcentrate on the health so they want these kind of products.. In this concept the companytotally focused on the consumers demand for the product.
P1 Explain the Key Roles and Responsibilities of the Marketing Function_3
Production concept- This concept focuses on the improvement and distribution of theproducts and services. For this company use various technologies which are make productioneasy and provide to the customer according current and future trends (Cooper, 2012). Unilevermanufacture its Breyers (ice cream) in various flavours. In this concept the consumer support theproducts and the company focused on the quality an quantity of the product and production.Marketing concept- It is based on consumers needs and wants and provide the productsaccording the consumers desires or satisfying them so that organisation achieves its marketinggoals. This concept is consumer centred and focuses on the sales and profits which Unileverachieve through its products and services. Selling concept- This concept is related to the sales of unsought goods, these goods arethat kind of goods in which a buyers do not think of buying (Dibb and Simkin, 2013).Companies increase the sales of these products by advertise them through using social mediaaccording current or future trends. Unilever, make many products according the culture andvalue of the country but those products which are manufactured for British countries are notdemanded in India and Pakistan, like; Grom, Joko etc. Societal marketing concept- It is based on the culture, value and environment. Acompany make product according the products which are not harmful for the society andenvironment. This concept puts the human welfare on top before satisfying the customersdemands and wants or earning profits. Marketing ProcessMarketing process is a process of analysing development of the marketing mix andmarketing opportunities of the products and services in the market. The steps of marketingprocess are as following:Analysis the opportunities in the market- In the First step Unilever analysed the marketand find the opportunities related to customers’ needs and wants. For doing this company useMIS system which play an important role in providing the information about consumers needsand desires. It do marketing research also to find out its competitors and substitute products inthe market. Selection of target market- This the important step, in this Unilever target customerswhich are selected through market analysis. For doing this company do market segmentation,
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