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(Doc) Marketing Essentials Assignment - Solution

   

Added on  2020-09-17

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Marketing Essentials

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1. Roles and responsibilities of the marketing function............................................................1P2 Roles and responsibility of marketing relate to organisational context.................................4TASK 3............................................................................................................................................7P3. Ways in which organisations apply the marketing mix........................................................7TASK 4..........................................................................................................................................10P4. Marketing plan....................................................................................................................10CONCLUSION..............................................................................................................................13REFERENCES..............................................................................................................................15

INTRODUCTIONMarketing can be defined as study of exchange relationships. It is a set of actions whichcreates, communicates, delivers and exchange offers that contain some value for stakeholdersand society groups. It also known as process which is used by business organisation to promoteand sell their different products and services (Dibb and Simkin, 2013). It involves advertisingactivities and market research of customers. Marketing is a huge concept which helps businessorganisations in developing their performance and future growth. Through variousmerchandising activities and practices enterprises can produce effective products and services,also can compete with their competitive firms in market place. Basically, this concept is highlyassociated with buying and selling of different goods and services. With the help of this, businessmanagers make their customers aware about various products and services (Wirtz, 2012). Inorganisation, merchandising is managerial procedure by which organisational products movesfrom production place to consumption place of customers. In this project, roles andresponsibilities of marketing function has been explained in the context of company namely''Cadbury''. Along with this, a evidence based merchandising plan has also been explained. Thiscompany is a multinational confectionery brand which is located in United Kingdom. TASK 1P1. Roles and responsibilities of the marketing functionMarketing is a core concept which is used by different marketeers to promote andadvertise their different products and services. Basically market is a place where a huge numberof buyers and sellers come together to buy and sell various goods. Merchandising is mostimportant managerial process by which business enterprise can lead to higher growth andsuccess in competitive market place. With he help of this organisations can discover differentneeds, demands and preferences of customer through which they can be able to produceappropriate products and services as per requirements of consumers (Brassington and Pettitt,2013). By using different strategies of merchandising Cadbury can increase its market share andalso can enhance its existing performance. There are various roles and responsibilities ofmarketing department through which this company can increase its profitability and productivityand those are following as under:1

(Source: The Marketing functions, 2017)Market research: In this merchandising department use marketing information systemso that they can identify different needs and demands of customers and can make appropriatedecisions as per the requirements of consumers. Cadbury can identify such information by doingmarket research in which it can conduct various customer surveys to discover their actual wantsand needs. Organisation can also predict different expectation of clients and can produceproducts and services according to its prediction. Market research helps enterprise in evaluatingcurrent and previous market trends, also can analysis position of different competitors(Nikolaeva and Bicho, 2011). After getting knowledge about customers and contenders companycan make effective strategies to satisfy its customers and compete its competitors. Planning: It is the main responsibility of marketing department as it provides effectiveand systematic plans, strategies and concepts to accomplish organisational goals and objective ina very short period. With the help of this, Cadbury can also develop, design, maintain, improve2Illustration 1: The Marketing functions, 2017

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