Marketing Essentials of Marks and Spencer
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Added on 2021-02-19
Marketing Essentials of Marks and Spencer
Added on 2021-02-19
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Marketing Essentials
Table of ContentsIntroduction .........................................................................................................................................3TASK 1.................................................................................................................................................3Key roles and responsibilities of marketing functions ....................................................................3External environment influencing marketing activity ....................................................................5Structure and operations of marketing department..........................................................................6Roles & Responsibilities of marketing............................................................................................7Interrelationship of marketing and functional units.........................................................................8Task 2 ...................................................................................................................................................9Produce and evaluate basic marketing plan.....................................................................................9CONCLUSION..................................................................................................................................14REFERENCES...................................................................................................................................15
Introduction Marketing is the activity, set of institutions and processes for creating, communicating,delivering and exchanging offering that have value for customers, clients, partners and society atlarge. It is important department of organization because they promote the buying, selling anddelivering of product and services to customers and other business (Cunningham, 2019). Throughthis department and function of organization helps to improve and develop business, and they alsoincrease sales and profit. It plays vital role in an any organization. They conduct marketing researchto evaluate and analyse competition and understand to choice and wants of customers. This processresponsible for identifying, anticipating and satisfying customer requirements profitably. This reportincludes marks and Spencer organization. This organization is a retail public limited company thatwas founded in 1884 by Michael marks. It headquarters situated in London. They operate theirbusiness at global level. 80787 employees are engaged in this organization. Marks and Spencersprovide products to customers like clothing, home products and food products. This report will becovers roles and responsibilities of marketing function in organi9zation, these roles andresponsibility relate with wider organizational context. It will be also includes comparison ofmarketing mix of different organization and marketing plan. TASK 1Key roles and responsibilities of marketing functions Marketing is defined as the set of activities or processes for building the brand awarenessabout the offerings of the company in the target market (Baker, 2016). This is related tocommunicating the information about products and services of the company amongst the targetaudience. From the definition, characteristics of marketing are as follows : It is an organisation wide function which means that it is does not take place in isolation, itsan function of organisation in whole rather just the function of marketing department. Thereis a close interrelatedness in all of the departments with marketing in M&S.Communicating the information about the brand in the general public is one itscharacteristics.Market research for assessing the needs and requirements of the customers for informingother departments regarding how activities are to be taken within company for satisfying therequirements of the target audience.Customer satisfaction is the ultimate aim of marketing by delivery them the products and
services in as per the demands and requirements of customers through which it becomesable to enhance organisation's brand image and public relations (De Mooij, 2018).Marketing concept refers to the philosophy which states that an organisation must analysethe requirements of the customers and then form decisions regarding production and selling formeeting those requirements and expectations. There are basic five types of marketing concepts thathas evolved over the years such as :Illustration 1: Marketing concepts(Source : 5 Marketing Concepts Explained with Examples, 2017)Production concept :This is the oldest concept which believes that customers prefers the products and serviceswhich are reasonably affordable and conveniently accessible. This concept throw light on the factthat increase in the production of goods and services can lower the cost of production.Product concept :This concept relies on the fact that customers are only concerned with the quality of thegoods and rules out the claims of production concept. This concept is unattractive because it fails toattract those customers whose purchasing decision is based on price of product.Selling concept :This concept is focuses on sales of the product. This concept believes in increasing the salesregardless of the quality or the expectations of the customers.Marketing concept :
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