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(PDF) Marketing Essentials Assignment

   

Added on  2021-02-19

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MARKETING ESSENTIALS

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1 Evaluate key roles and responsibilities of marketing function..............................................1P2 Roles and responsibilities of marketing relate to wider organizational context....................2TASK 2............................................................................................................................................3P3 Compare manner in which organisations apply marketing mix to attain business objectives.....................................................................................................................................................3TASK 3 ...........................................................................................................................................7P4 Produce and evaluate a basic marketing plan for an organisation........................................7CONCLSUION..............................................................................................................................13REFERENCES..............................................................................................................................14

INTRODUCTIONMarketing is referred to the tactics which is adopted by business organisation to enhancetheir brand awareness and promote their services or products within market. It is carried out togain attention of large number of people so that high revenues can be achieved without facingmuch complexities. This assignment is based on Amazon which is an America based e-commerce and cloud computing platform (Amri, 2017). Organisation was founded in 1994 andits head office is situated in Washington, US. This assignment is going to cover responsibilitiesand roles related with marketing function. Also, interrelation among marketing and otherfunctional units of company are carried out. Marketing mix is performed to acknowledge theactual performance of business within marketplace. At last, a marketing plan is developed so thatorganisation can attain its desired objectives and targets in a timely manner. TASK 1P1 Evaluate key roles and responsibilities of marketing functionIn business organisations, manager of different departments are given specific roles andresponsibilities. Different roles and responsibilities related with marketing function of Amazonare discussed below: Setting market strategy:It is the responsibility of marketing manager to set anappropriate marketing strategy for business organisation so that objectives and targets ofcompany can be achieved in a timely manner (Bačík, Štefko and Gburová, 2014). Thisstrategy can either be related with entering a new market sector or offering new productsto existing customers. If marketing department will not set an appropriate marketstrategy, products of company will not gain wide acceptance in front of customers. Thiscan limits the business growth of company. Appropriate setting of market strategy willresults in increased sales due to which high profits can be earned. Identifying customer needs:To achieve desired outcomes, it is important for a businessorganisation to acknowledge the requirements and needs of its customers in a propermanner. For this, it is essential for company to collect information about them afterregular time intervals. Carrying out research to identify the needs of customers is the roleof marketing department. If marketing unit in Amazon will not acknowledge the1

requirements of customers, it will be difficult for company to offer those products thatwill be widely accepted by customers (Wirtz, Tuzovic and Kuppelwieser, 2014). Roles and responsibilities of marketing in market environment Developing marketing strategies: It is the role of marketing department of Amazon todevelop various marketing strategies. This will benefits them in gaining high advantageover competitors. By these strategies, products or services offered by Amazon can beadvertised in a proper manner. This will benefits in increasing revenues and sales ofcompany. If marketing department in Amazon will not formulate effective strategies thenactivities will be performed in unorganized way that will results in revenue loss. Marketing in B2C and B2BB2B marketing stands for business to business marketing where individuals wants toemphasize on the logic of products and its features. In this marketing, other businesses or personhave no personal emotions while purchasing a product. They prefer to purchase products afterunderstanding their role and importance. B2C stands for Business to consumer marketing in which decision making of people forchoosing a product is based on emotional aspect. Different customers have different demand dueto which business organisation is needed to manage variety of distribution channels. Marketing Mix It is defined as a set of tactics, action and strategies used by a business organisation sothat their products and brand can be advertised in a proper manner. There are 4ps of marketingthat makes a marketing mix but some other elements are not included in this process so thateffectiveness of business organisation in market place can be acknowledged more properly.These new elements are people, process and physical evidence. P2 Roles and responsibilities of marketing relate to wider organizational contextThere are various departments which contributes mutually to achieve organisational goalsand objectives through performing allotted roles and responsibilities by taking support from eachother. In Amazon, several departments are contributing equally which includes marketing, sales,finance, human resource etc. Here are the interrelationship between these departments to achieveorganisational goals and objectives.HR and Marketing department: HR department of Amazon have responsibility to hireexperienced and knowledgeable candidates so that effective workforce can be maintained at2

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