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ESSENTIALS INTRODUCTION TO MARKETING IN ORDER

   

Added on  2021-01-02

15 Pages4830 Words109 Views
MARKETINGESSENTIALS

Table of ContentsINTRODUCTION...........................................................................................................................11. Concept of marketing, including current and future trends....................................................12. Different marketing processes.................................................................................................23. Role and responsibilities of a marketing manager in the context of the organisation............34. Marketing influences and interrelates with other functional departments of the organisation......................................................................................................................................................35. Value and importance of the marketing role in the context of the organisation.....................46. Significance of having effective interrelationships between different functionaldepartments.................................................................................................................................47. Comparison between two company in context of marketing mix..........................................58. Produce and evaluate a basic marketing plan for the chosen organisation.............................8CONCLUSION .............................................................................................................................10REFERENCES..............................................................................................................................11

INTRODUCTIONIn current business environment, marketing plays a essential role in the success of allbusiness unit. Marketing is refers as a action oriented process that is utilise to sell products toconsumers (Malhotra and et.al, 2013). It assists to accomplish the strategic advantage over theircompetitors into market as well as aware customers about goods and services provided byorganisation and also develop value for them to satisfy their requirements. For this report thechosen company is Cadbury which is a fastest growing British multinational firm. Itsheadquarters is in Uxbridge, UK. In this report, marketing concepts with current and futuretrends are mentioned. Process of marketing and roles as well as responsibilities of marketingmanager. Interrelationship with another functional departments chosen firm. Importance andvalue of marketing role and apart from this significance of having good relations with anotherdepartment. Marketing mix of two company and prepare a market plan are also mentioned in thisreport.1. Concept of marketing, including current and future trendsConcepts of marketing is refers as a belief through which company can analyse overallcurrent as well as future requirements of customers and make strategic decisions to satisfy thoserequirements more efficiently then competitors. Marketing plan is helpful to develop the currentsand future trends to set the goals according to recent as well as upcoming demands of consumers.The trends are mentioned below:Current trends: Current trends is generally decided by analysing the recent market as well as demandsand needs of clients. Some of present trends used by Cadbury are as follows:Mobile marketing:This is considered as a various channels, strategy of digital marketing that aim to reachconsumers on their mobile phones, tablets etc (Purvis, 2015). Cadbury utilise this trends in orderto easily communicate with clients through SMS, providing adds on different apps and so on.Also attract more number of consumers.Social marketing:1

This is used to develop activities which is focused to change the people and societybehaviours. For this Cadbury apply social bots that is usually utilise on social media as well asare managed that based on specific algorithms and acts like actual people in social network. Future trends:This trends is decided by examining clients tastes, preferences etc. Therefore, futuretrends that Cadbury can use are mentioned below:Artificial Intelligence:Utilising AI, machines as well as programmes perform in a way which correspondstowards intelligence and action of people. This is mainly depends upon software that not onlyprogrammed but also adjustive (Future Trends. 2019). Cadbury can utilise this kinds of trends infuture to control the methods of marketing. It also assists them to highlight the issues as well asneeds of consumers. 2. Different marketing processesMarketing process is considered as a way where value can be created for clients to satisfytheir requirements (Baker and Magnini, 2016). With the help of this Cadbury can approach theirtarget clients, gives good services and so on. Therefore, process of marketing are as follows:Analysing marketing opportunities:This is the starting steps of marketing process. After examining the marketingopportunities, organisation can get to know about the requirements of consumers. According toits needs Cadbury can satisfy their consumers. For example- if clients wants good qualityproducts then organisation is able to provide that. It is that situation when firm can fulfil thedemands of clients. It is crucial in the company process of marketing planning.Selecting target market:Select the target market is important for marketing process. It is helpful to identify thenew marketing location with new customers. Cadbury can select target market according tocustomers tastes and preferences, market size and so on in particular place. Designing marketing mix:After determining the marketing strategy for targeted market Cadbury will proceed todesign the marketing mix. It is considered as a controllable marketing variables set thatorganisation integrates to produce and accomplish target market needs (Khan and Adil, 2013).2

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