Unit 2 Marketing Essentials Assignment Solution

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Roles and responsibilities of marketing function.............................................................1
P2 Roles and responsibilities of marketing relate to wider enterprise...................................3
M1 Roles and responsibilities of marketing...........................................................................5
M2 Importance of interrelationships between marketing and various function of enterprise5
D1 Analyse and evaluate the key factors of marketing function............................................5
TASK 2............................................................................................................................................5
P3 Comparison of application of various elements marketing mix.......................................5
M3 Evaluation of various tactics apply by enterprise............................................................9
D2 Strategic marketing plan...................................................................................................9
TASK 3............................................................................................................................................9
P4 & M4 Marketing plan........................................................................................................9
CONCLUSION..............................................................................................................................12

INTRODUCTION
Marketing is a process under which marketer use various promotional tools in
order to make the customers inform about products and services of organisation. Mainly, this is
used by the firm to create, satisfy and retain customers for long period of time. Number of
communication tools are there which marketers use to make the customers inform about
offerings of firm (Babin and Zikmund, 2015). Satisfying the needs of customers is highly
important for organisation in order to achieve growth. Marketing department of organisation is
known as one of the most significant divisions of firm and it is essential that all activities and
operations of this department must be well executed. Large number of individuals think that
marketing is mere selling of products to customers but it is a broad concept as this starts with the
activity of identifying needs of customers and then offering them unique products to satisfy the
same. ALDI, a grocery retailer based in the United Kingdom which operates in more than 18
countries with more than 10000 stores is selected in this report for study. Major roles and
responsibilities of marketing department of ALDI and their interrelationship with other
departments of company are all discussed. Further, key elements of marketing mix and
application of those elements by different enterprises to achieve end goals and targets are also
studied here.
TASK 1
P1. Roles and responsibilities of marketing function
Basically, marketing is a concept which helps the firm in doing effective promotion of its
products and services in order to influence large number of customers. One of the main aims of
marketing is to create the need of company's products among large number of individuals. This
helps the enterprise to earn high amount of profits and at the same time, provide competitive
advantage (Baker, 2014). Number of communication and promotional tools are there such as
advertisement, newspaper, radio, magazines and many more which marketer of ALDI can use. It
is very important that all roles and responsibilities of marketing department of firm must be well
executed. Major roles and responsibilities of marketing department of ALDI can be better
understood by the following points: Product: Product is known as final offering of an enterprise to its target customers to
satisfying their needs and specific requirements. In order to attract more number of
individuals, it is very important that product of ALDI must be unique and featured. For
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this, manager of marketing department of firm remains responsible to carry out research
in order to find out the main features which must be there in a product so that company
can achieve its set objectives and targets. Research helps organisation in making the
product more attractive and contribute much in success of company. Price: This is known as a monetary amount which a firm charges from its customers in
exchange of final products and services. Final price of products largely affects the
success of company (Batt, 2013). Setting a right price is very important for the enterprise
as cost should be like that so company can offer valuable products to its customers and
at the same time it can earn huge amount of profits. This also comes under the
responsibility of manager of marketing department to set right and final price of product.
It can be done by taking opinions from customers in order to know how much they are
willing to pay. Selling: This is known as the process when product is finally hand over to the customer.
In order to influence the customers for buying company's products, it is essential that this
process must be convenient. For achieving this, firm should make sure that products of
enterprise are available at all nearby stores of customers so they do not find any kind of
difficulty during purchase. For this, marketing manager remains liable to choose an
effective channel of distribution to ensure fast delivery of company's offerings near all
stores and areas of customers. Promotion: This is known as one of the key activities of marketing department. In this,
manager uses various communication tools and mix of interaction resources in order to
make the customers informed about company's offerings. This is done by the firm in
order to serve more individuals and to increase market share of enterprise (Chinn, 2017).
Effective use of communication tools help the firm in attracting more number of
customers and at the same time, in increasing its profits. MIS (Management information system): Marketing department is known as one of the
most essential divisions of firm because it execute various research in order to collect
information about changing needs and preferences of customers and at the same time to
collect information about trends exist in market. For this, manager uses various types of
technologies to collect, analyse and store data for the future purpose as this information
helps and guide top managers in taking expansion decision about the firm.
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