Marketing Management Essentials

This assignment delves into the importance of marketing management in an organization, highlighting the role of marketing departments in promoting products and services. It discusses how managers can compare their products with competitors to identify areas for improvement and make effective marketing plans to achieve targets.

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P1 Key role and responsibilities of marketing functions............................................................1
P2 Roles and responsibilities of marketing related to McDonald's.............................................3
LO 2.................................................................................................................................................4
P3 Role of marketing mix in planning process and comparison with other enterprise...............4
LO 3.................................................................................................................................................6
Covered in PPT...........................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is an essential method for every organisation because with aid of this, they can
promote their goods and services in market. Thus, they can attract various customers towards it
and satisfy their needs and wants appropriately. An effective marketing aids to compete
competitors in marketplace. Main purpose of this report is to explain roles as well as
responsibilities of sales manager. Various important tools and techniques adopted by an
association, so that they can conduct their business adequately (Dibb and Simkin, 2013). There
are some essential key factors of McDonald's as well as their promotional strategies, which will
assist them to improve their profits. Indeed, it is one of most enterprise which is famous for their
foodstuffs at national as well as international level due to their effective marketing plan.
Additionally, this report is going to describe role of marketing mix and how they are different
from other firms.
LO1
P1 Key role and responsibilities of marketing functions.
Marketing division plays an extremely famous role in promoting merchandise as well as
administration of an association to boost their revenues in a sufficient time with assistance of
appropriate methodologies. McDonald is an international brand prominent for its qualitative item
and tasty food stuffs which pull many customers by implementing amazing promoting
approaches. In fact, this department comprise of different roles and duty towards firm's
accomplishment and acts a pillar for overall company. Aside from this, marketing administrators
are at risk to play out all promoting activities in a proper way to achieve its objectives and targets
(Berkowitz, 2016). Additionally, this division is responsible to determine necessities and demand
of buyers by analysing whole advertising circumstance and study commercial center to
comprehend plan of their rivals.
McDonald's marketing department performs some important roles and responsibilities for
growth and development of business, which are mentioned as below:
Defining and management of brand: Main role which is played by marketing division is to
describe value or beneficial nature of brand before entire society through follow an effective
techniques. In this way administration of brand name is especially vital and essential to present
or launch its item in an attractive way to catch attention of numerous buyers.
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Conduct campaign for marketing: It is exceptionally fundamental to execute programs or
developments to start promotional exercises or undertaking in a productive way. McDonald
dependably need flawlessness in their each work because of their reputation and image in entire
world so just to keep up its brand at global level they need to throw lights on each specific steps
(Blythe, 2012).
Strategy maker: Marketing office is liable for making unique and imaginative methodology to
play out their promotional exercises in overall nation. Generally planning is essential in each
progression of exchanging products and administration from association to desired buyers.
Actually pre-plan strategies are constantly valuable in evacuating obstructions which may
happen during directing consolation projects of an items. Aside from this, while making
methodology assent of board individuals or higher specialist is required because of their power in
firm.
Market research: It is exceptionally basic to get exact data and information for viable working
of entire division by considering imperative micro as well as macro variables. Research is
conducted by marketing division so that they can take best decision for their business. In this
manner suitable news and confirmations, greatly affect decision making because of their
important role in a benefit of an enterprise (Desai, 2013). In other words, cited organization gain
data with assistance of primary as well as secondary research to determine needs of their buyers.
Product development: As indicated by this, if association wants to improve their quality of
products and services, then they have to know demands of their customers. In fact, if they want
to launch any new item, then have to research market as well as know taste and preferences of
people because it may differ according to their culture.
There are some essential roles of marketing department, which are discussed as below:
 They have to understand needs of their customers either old or new, because they are end
user of their products.
 It is essential for them to understand policies of their competitors, so that they can beat
them adequately.
 They have to maintain coordination among all departments, which will aid them to attain
goals and objectives effectively as well as efficiently.
 They need to develop their merchandise in more innovative manner (Jones and Rowley,
2011).
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P2 Roles and responsibilities of marketing related to McDonald's.
Marketing division also plays various roles and obligations for entire association in view
of their double responsibility. McDonald have their branches at worldwide which requires
competent managers to perform most extreme exercises within appropriate time. In this way they
need to manage overall division of firm because all these are connected with each other in every
way and liable to accomplish objectives of an organization. In extra employer of marketing
department needs to consider all internal as well as external variables which assumes an
extremely indispensable part in promoting foodstuffs of McDonald over nation.
If association wants success and growth then they have to do an effective marketing of
their products and services. It aids to develop awareness regarding merchandise and
administration in market as well as they can compete their competitors. Along with this, they can
determine needs of their clients, thus, they can develop items according to them and fulfil their
desires (Kennedy and Parsons, 2014). As result to, it will provide more satisfaction to them and
company can improve their revenues. Some of essential roles and responsibilities of marketing
department are described as below:
Market research: Business surrounding is one of competitive as well as complex undertaking
for merchandising division. In this way, it is obligation of marketing manager to filtering such
condition with goal that they can identify requirements of their client and other evolving
variable. Manager of enterprise can use various tools and techniques to determine needs of their
buyers. Along with this, they can conducts survey as well as get feedback from their customers,
it will aid them in their growth and development.
Developing marketing research: It is related with development and and designing marketing
plan for company. They can develop strategies to promote their products and services in an
effective as well as efficient manner. Example: McDonald's is doing their business UK, but as
competition is increasing day by day, thus, they are losing their market share. If they want to
maintain it, then they can create some methodologies (Lamb, Hair and McDaniel, 2011).
Customer relationship management: It is essential for every form of organisation to maintain
their relationship with their purchasers, that will aid them to retain loyal towards them. Along
with this, they have to improve client satisfaction, so that they can enhance their revenues and
reputation in market.
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Identify new market opportunities: Division of marketing evaluate current as well as future
market trends. Needs of customers are changeable, thus, it is essential for manager of
McDonald's to determine it and take it as an opportunities so that they can beat competitors.
They can use some tools for forecasting, it will assist them to improve their merchandise in near
future. Along with this, it will also provide growth and success to organisation.
Public relation: In every company, there are many bondholders, which may consist investors,
suppliers, government as well as clients. Thus, it is essential for merchandising department to
maintain relations with them (Malhotra, Birks and Wills, 2013). For this, they can use some
essential tools such as Facebook, Instagram and so on.
Launching of a product in international market: This is very essential role of marketing
department, to promote goods and services in an international market also, so that they can
accomplish demands of people of different nations.
Instead of this, they also have to manage promotional activities of firm so that they can
easily launch their products in international level and take advantages from their competitors.
Along with this, they have to improve their goodwill in marketplace, which will assist them to
increase their revenues.
LO 2
P3 Role of marketing mix in planning process and comparison with other enterprise.
It plays an essential role in planning process and consists place, price, promotions,
people, product and so on. It assists directly as well as indirecting in this. Along with this,
organisation can attain their desired goals and objectives more effectively and efficiently
(Mihart, 2012).
Marketing mix comprises:
Product: It is an item, which is developed by firm, so that they can satisfy needs and wants of
their buyers. It is only factor, which provide growth and success to organisation. Goods can be
tangible or intangible, both must be considered in planning process.
Price: It is depend on merchandise and it must be reasonable so that people can easily buy
goods. It will aids company to take advantages from their rivals. When association is entering
into market, they have to prepare blueprints of stock's value. If prices of their items are cheap
then they can easily covered wide area of nation.
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Place: It must be appropriate, thus, people can reach easily to products and services of firm and
purchase them, which assist association in increasing sales and generate more revenues.
Promotion: Firm has to promote their merchandise and administration, which will aid them to
enhance their sales as well as productivity (Nguyen and Simkin, 2012). They can use various
tools for this purpose such as personal selling, advertisement and so on. This method is costly, so
that manager has to prepare budget for this.
People: It is most important element for every organisation and employer has to assign duty and
responsibility to each staff member according to their skills, knowledge and capabilities. They
follow procedure which is decided by leader so that they can help to attain goals and objectives.
Process: Procedure of company is very flexible as they can alter their goods and services
according to demand of their buyers.
Physical evidence: Every business needs physical presence of their business, so that they can
survive in marketplace.
McDonald's is an American enterprise and known for its burger as well as fast food chain
and they have their branches in all over world. On contrary hands, Cad-bury is a British
multinational confectionery association and their headquarter is in Oxbridge, west London. Their
business is expanded in approx 60 nations in all over world. Both association is totally different
from each other as well as manufacture various merchandises for their purchasers (Moons and et.
al., 2010).
Comparison between McDonald's and Cad-bury are mentioned as below:
McDonald's Cad-bury
They are famous because of their chicken
burgers, French fries as well as desserts.
They produce chocolate products for their
customers in shape of egg.
Prices of their products are high because of tax
rates.
Chocolates are available at very reasonable
prices.
Both organisations are famous for their qualitative as well as standardize goods and
attracts numerous clients towards them. McDonald's product quality is very high whereas, Cad-
bury is producing chocolate items for their buyers. They both have to consider micro as well as
macro elements because they have their stores in all over world (Lipsman and et. al., 2012).
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LO 3
Covered in PPT.
CONCLUSION
From the above report, it has been interpreted that they have do marketing of their
products and services which they are selling to their consumers. in an organisation, marketing
department play a important and essential role in promoting products which will aid in attracting
large number of consumers. Manager of McDonald in marketing department fulfil their roles and
responsibilities so that they cannot face any problems in attaining success in competitive market.
They can also compare their products with the other company or from their competitors so that
they can find the areas where improvements is required. They have to make proper marketing
plan which will helps in analysing the market situation whether it is internal or external. Along
with this it helps in making actual budget so that they can find the area where expenditure should
be done by them to improve their operational activities and according to that they can attain their
targets.
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REFERENCES
Books and Journals:
Berkowitz, E. N., 2016. Essentials of health care marketing. Jones & Bartlett Publishers.
Blythe, J., 2012. CIM Coursebook Marketing Essentials. Routledge.
Desai, S. S., 2013. An Analysis of the Competitive Marketing Strategies of the Hospitality
Industry in UAE.IUP Journal of Management Research. 12(1). p.22.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses. A conceptual
exploration. International Small Business Journal. 29(1). pp.25-36.
Kennedy, A. M and Parsons, A., 2014. Social engineering and social marketing. why is one good
and the other . Journal of Social Marketing. 4(3). pp.198-209.
Lamb, C. W., Hair, J. F. and McDaniel, C., 2011. Essentials of marketing. Cengage Learning.
Lipsman, A. and et. al., 2012. The power of “Like”. Journal of Advertising research. 52(1).
pp.40-52.
Malhotra, N. K., Birks, D. F. and Wills, P., 2013. Essentials of marketing research. Pearson.
Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour. effects
on consumer decision–making process. International Journal of Marketing Studies.
4(2). p.121.
Moons, I. and et. al., 2010. The extended decomposed Theory of Planned Behaviour. A
framework for investigating the adoption process of electric cars. In The 6 Senses-The
Essentials of Marketing (EMAC 2010). (pp. 191-191).
Nguyen, B. and Simkin, L., 2012. Fairness quality. The role of fairness in a social and ethically
oriented marketing landscape. The Marketing Review. 12(4). pp.333-344.
Online:
Marketing essentials. 2016. [Online]. Available through:
<http://www.accountingformanagement.org/variable-fixed-and-mixed-costs/>.
[Accessed on 1st July 2017].
The marketing mix,2014.[Online]. Available through:
<http://www.accountingformanagement.org/variable-fixed-and-mixed-costs/>.
[Accessed on 1st July 2017].
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