Marketing Essentials: Functions, Interrelation, and Importance

This presentation explores the key elements of marketing function and its relationship with other functional units of an organization. It focuses on the case of Cadbury, a British multinational confectionary company, and discusses the functions of marketing, its interrelation with other units, and its importance in meeting customer requirements.

Marketing essentials

 Introduction
 Functions of marketing
 Interrelation between marketing function and other functional units
 Conclusion
Table of content

Marketing is the procedure which attracts consumers to purchase finished
goods and services by positioning the product in their mind. This involves
research, sales promotion, physical distribution, etc. The organisation
selected for this project is Cadbury as being British multinational
confectionary company which is wholly owned by Mondelez International
since 2010. This project analyse and evaluates the key elements of
marketing function and its relationship with others functional units of
organisation.
Introduction

This refers as the procedure of identifying, anticipating and satisfying
customer needs, desire and wants of an organisation. It attracts large
number of customers through sales promotion from direct and indirect
channel of distribution. Managers of Cadbury focus on marketing function
of their product as it develops customer relationship management by
satisfying the demand of their end-users through supplying qualitative
products.
Marketing

 It is described on the basis of market information, planning, product
designing and development, exchange functions, physical distribution,
standardisation and grading, risk taking, product labelling and packaging
and consumer support.
Functions of marketing

 These functions of marketing are explained with reference to managers of
Cadbury are as follows:-
 Market information:- Managers of market department analyse the
information related with change in taste and preference of customers for
analysing their needs, desire and wants.
 Market planning:- Marketing managers aims to achieve their
organisational goals and objectives by producing their qualitative product
to meet the demand of customers.
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 Product designing and development:- The marketers develops strategy
to design their product in effective manner with proper labelling and
packaging that attract large numbers of customers to purchase the finished
goods and services.
 Exchange functions:- The buying and selling function adopted by
producers to supply their manufactured finished goods and services by
supplying it effectively.
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 Physical distribution:- The functions involved in storing and transporting
functions of product through direct and indirect channel of distribution.
 Standardisation and grading:- The term standardisation refers as to
produce goods at predetermined specifications.
 Risk taking:- It is considered as one of the most important function of
marketing.
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 Labelling, packaging and branding:- The roles and responsibility of
managers is to focus on proper labelling of brand and logo on product
which describes the pros and cons for its consumption.
 Customer support:- This refers as the good and positive result for
supplying qualitative products to its customers that enlarge target market
and enhance market share.
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 The interrelation between functions of marketing and other functional units
are mentioned with reference to managers of Cadbury are as follows:-
 Marketing with production:- The production refers to manufacturing
item by adding specialised features in order to meet requirement of
customers to satisfy their needs, desire and wants.
 Marketing with sales:- The sales is defined as ability to meet
requirements of customers by supplying their finished goods and services
through direct and indirect channel of distribution.
Interrelation between marketing function and other functional
units

 Marketing with information technology:- The role of information
technology in marketing is to develop customer relationship management,
digital marketing, etc., that is nowadays most applicable trend of
customers.
 Marketing with research and development:- The market research refers
to analyse the demand generated from target market which is to be
efficiently fulfilled by distributing the qualitative product.
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 Marketing with Finance:- Finance is one of the most important part of
marketing procedure for providing funds at right time in budgetary control
and adds financial decisions.
 Marketing with operation:- The operation is defined as the procedure
operated by producers from manufacturing raw material to finished goods
and services for accomplishment of organisational goals and objectives.
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 From the above discussion it have been concluded that marketing is very
essential for an organisation to meet the requirements of their customers by
providing them high quality products that result in higher satisfaction.
Conclusion

 Biaudet, S., 2017. Influencer marketing as a marketing tool: The process of
creating an Influencer Marketing Campaign on Instagram.
 Breyer-Mayländer, T., 2018. Marketing für Kommunalverwaltung und
Kommunalpolitik: Kommunikations-und Partizipationsstrategien für das
Gemeinwohl vor Ort. Springer-Verlag.
 Moorman, C. and Day, G. S., 2016. Organizing for marketing
excellence. Journal of Marketing. 80(6). pp.6-35.
References….

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