Marketing Essentials on Amazon

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Evaluate key roles and responsibilities of marketing function..............................................1
P2 Analyse how roles and responsibilities of marketing is related with wider organisational
context.........................................................................................................................................3
TASK 2............................................................................................................................................5
P3 Compare manner in which organisations apply marketing mix to attain business objectives
.....................................................................................................................................................5
TASK 3 ...........................................................................................................................................9
P4 Produce and evaluate a basic marketing plan for an organisation........................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is defined as those activities which are carried out by an organisation to
promote sales of their services or products. It involves different aspects like selling, advertising
delivering products to their customers so that high revenues can be earned. It is a discipline
which include all actions that can grab the attention of consumers in a proper way (Bačík, Štefko
and Gburová, 2014). This assignment is written in context with Amazon which is a US based
Cloud computing platform and E-commerce marketplace. This company was established in 1994
and headquartered in Washington, US. This assignment will cover key roles and responsibilities
of marketing function. Beside this responsibilities and roles of marketing in context with
organisation are discussed. Marketing mix is carried out to achieve business objectives. At last, a
basic marketing plan associated with business organisations is mentioned.
TASK 1
P1 Evaluate key roles and responsibilities of marketing function
In every organisation, manager performs different responsibilities and roles which are
associated with marketing and advertisements. This department of company holds an important
place as it assists in retaining customer base of company for a long time span. Beside this,
marketing function in Amazon benefits the firm in achieving high organisational growth and
profits. This will helps the company in achieving high competitive advantage over rival
companies. There are different roles and responsibilities of marketing function in Amazon, some
of these are explained below: Customer satisfaction: It is one of the main role of marketing function which assists in
retaining the customer base of company for a longer time period. It is the responsibility of
marketing department in Amazon to ensure that customers are highly satisfied with the
services and products of company (Brassington and Pettitt, 2013). Marketing team in
Amazon engage consumers with the help of digital media, feedbacks and surveys and try
to identify the loopholes in their services or products. This helps the marketing manager
of company to acknowledge the issues and problems of customers so that they can be
resolved. By this, company can sustain a strong presence in marketplace and offer
services or products as per customer demands. If Amazon will not pay attention towards
1

the satisfaction of customers then people will shift their preference towards products from
other online platforms and company will face low sales and profitability. Market research: Marketing function in Amazon also performs the role of market
research to ensure that products and services which are offered to customers are modern
and trendy. Market research will benefits the company in changing those policies and
services which do not add value to the company and customers. Marketing team in
Amazon performed this role to acknowledge the needs and preference of different
customers. This will helps the company in offering those products and services to
customers which are actually needed by them. If company will not perform market
research, they will not bother to carry-out modifications in their services and products,
due to this sales of company can reduce which will results in reduced market shares and
revenues of company (Khan and Adil, 2013).
 Managing marketing budget: It is another role of marketing department in which
marketing manager of a company prepares budget so that all activities and operations of
marketing can be carried out properly. The marketing department in Amazon track down
the changes in market and prepare budget in accordance with requirements. If marketing
budget of the company will not be managed in a proper manner, then it will became
difficult for manager to perform market research and advertise about their products. Due
to this, brand awarenesses of company will decrease and it will reduce the profitability
and sales of company in a considerable manner.
Roles and responsibilities of marketing in market environment Developing marketing strategies: It is the responsibility of marketing department in
Amazon to formulate different marketing strategies so that high advantage over rivals can
be gained. This will help the company in sustaining a strong presence in highly
competitive marketing environment. These strategies will help the company to carry out
their promotions and advertisements in a proper manner. By this, sales and revenues of
company will increase considerably and company will became able to attain expected
results (Lipsman and et. al., 2012). If manager of company will not prepare marketing
strategies, work will be performed in an unorganized manner due to which loss of
revenues will take place.
2