Introduction to Marketing Essentials
Added on 2020-07-22
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MARKETING ESSENTIALS
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1. Roles and responsibilities of marketing function..................................................................1P2 Roles and responsibilities of marketing relate to organisational context..............................3TASK 2............................................................................................................................................5P3 Compare ways to use elements of marketing mix.................................................................5TASK 3............................................................................................................................................8P4 Basic marketing plan..............................................................................................................8CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12.......................................................................................................................................................13
INTRODUCTIONIn this modern era, marketing is considered as a significant tool. It is a broad concept ofpromotion and selling activities of services and goods in order to reach at target customers. Itincludes different activities like for an instance understanding marketplace, creating harmoniousrelationship with consumers, analysing the needs of customers, developing a new strategy fromconducting research and providing goods to buyers on the basis of their needs and demands.Each and every business firm is trying to adopt and use an innovative or creative approachregarding the marketing strategy and they engage in creating a better as well as harmoniousrelationship with consumers in an effective or better manner (Al-Ekam and et. al., 2012). In thispresent business environment, awareness of business firms regarding the marketing essentials ishigher. This present business report is based on McDonald’s. It is a fast food restaurant whichprovides hamburgers, French fries, cheese burgers, soft drinks and many other food items.McDonald’s is one of the largest chains of fast food restaurants in all over the world. In thepresent report, roles and responsibilities of marketing function will be discussed. The comparisonamong marketing mix of two business firms will be shown here as well. TASK 1P1. Roles and responsibilities of marketing functionMarketing function is the most significant factor of a business firm to provide betteropportunities to business organisation with its targets. Under marketing function consists variousresponsibilities of company which are remain responsible for development of firm. Marketing isa crucial activity which McDonald’s firm optimizes for interacting with a large number ofpeople. It is helpful for company in making the purchasing decision better and also, to maintain apositive image in front of society. In addition to this, employer includes different strategies onthe basis of market consequences or condition. For meeting with the decided goals, it is essentialfor the marketing to perform its roles and responsibilities in a better manner (Arguello, 2013).There are some of the roles and responsibilities of marketing related functions given as below:Product- It is a necessary asset of a business firm which is manufactured on the basis ofexpectations or demands of customers. Better quality of goods are helpful in attracting a largenumber of consumers towards an organisation and enhancing sales. In regards, it is the duty ofMcDonald’s to manufacture or provide better quality of services or products as per the needs and1
preferences of consumers. As McDonald’s is a fast food restaurant and it provides hamburgers,cheese burgers, desserts, French fries and many other eatable products (Bačík, Štefko andGburová, 2014). This firm continuously takes feedback from its clients regarding services offood items and make changes on the basis of their thinking or perception. It is essential that firmshould adopt new trends of the market.Selling- It is another role of the marketing department of an organisation. In this, data orinformation is gathered with the help of different tools through marketing manager to develop aneffective strategy regarding enhanced sales of goods. The main focus of marketing manager ofMcDonald firm is to enhance sales and generate a high profit level. Focus of manager onhandover process to provide final goods to consumers which can satisfy their needs anddemands. It is the responsibility of manager to analyse different distribution tools and select aneffective or better one to make its goods available at market place. To enhance the sales, thiscompany used a cost effective promotion channel. Different tactics are applied through amarketing manager so that consumers can purchase the food items of McDonald’s in an easymanner.Pricing- It impacts on the purchasing power of consumers. If the cost of goods will bemore then consumers will buy the same less and vice versa. So, to increase sales, it is necessaryfor the business firm to prepare better pricing strategies and provide goods at reasonable cost. Itwill be helpful in generating higher profit in a short time period (Baker and Magnini, 2016).Right cost of goods help in attracting a large number of people to purchase. Promotion- IT is a better tool or technique to aware people about the goods and servicesof an organisation. It is the main function of marketing and in this, there is a need of marketingmanager to examine different tools or techniques of communication and then select the best oneto promote products of firm in an effective or efficient manner. With the help of this, companycan aware people regarding specifications, features of services or products in easy way. Thereare many promotional tools which are used by organisations and these are sales promotion,public relation, personal selling and publicity. In addition to this, McDonald’s uses publicity andsales promotional techniques of promotion or connect with people. The primary motive of thispromotion function is to develop more demand of products of firm. Marketing information system- This system is prepared to support the decision makingof marketing. In this, manager of marketing function gathers the more relevant or accurate2
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