Marketing Essentials

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1 Explain the role of marketing and how it interrelates with other functional units of an
organisation.................................................................................................................................1
LO2 Compare the ways in which organisations use elements of the marketing mix (7Ps) to
achieve overall business objectives.............................................................................................4
LO3 Develop and evaluate a basic marketing plan.....................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is defined as a process in which business organisations engaged in the process
of promoting and selling services and products with an aim to generate value from them. Within
this entities undertake advantage of market research and advertising as to attract customers
attention. Main motive behind this process is to maximise business revenue along with share
holding in respective marketplace (Varadarajan, 2020). It is an important process that allows
business entities to create awareness among consumers mindset by communicating them with the
features of products and services.
Present report include case study of ARGOS, respective entity is operating their business
in retail sector as British catalogue in the provinces of United Kingdom. Company is offering
services and products of high quality and undertakes attractive and influencing advertisement
process. In this report formative discussions has been made on, marketing roles and
responsibilities. In addition to this, report includes interrelation of various units operating their
functions in organisation. Along with this present project include marketing mix of Argos which
is further being compared to other rivals. At last, marketing plan is being developed in this
report.
LO1 Explain the role of marketing and how it interrelates with other functional units of an
organisation
Different type of processes and approaches is being undertaken by an organisation in
marketing through which they aim towards improving their brand image in marketplace by
attracting attention of customers towards new or existing products and services. Marketing plays
important role that maximises overall sales and profitability of company. By taking effective
marketing practice into consideration an organisation can assure their ultimate success in
respective industrial sector.
Roles and responsibilities of marketing function
Marketing include different type of roles as well as responsibilities. All these processes
are being undertaken by marketing team of respective organisation with an aim to maximise
overall sales and profitability of entity (Sample and et. al., 2020). In order to assure success of
marketing objectives or aim, it is essential for an organisation to develop positive relationship
with employees, customers and stakeholders. According to the evaluation this has been identified
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that there are wide range of roles and responsibilities being operated in Argos premises with an
aim to assure success in retail industrial segment. In relation to this, mentioned below certain
roles and responsibilities is being defined:
Branding:
With the help of strong branding organisation can develop premium image of their
services, product and entity within marketplace. Branding facilitate business organisation to
retain customers for long period of time and make them purchase services and products of
company on regular basis. By taking advantage of branding company can increase loyalty among
customers. Thus, it is essential for marketing team of an entity to perform this role in effective
manner and develop strong emotional connection with customers. In context with Argos, it has
been evaluated that, Argos offer high quality products and services to customers which is being
further communicated by company marketing team to consumers in attractive manner with
different types of advertisement techniques (HR and Aithal, 2020). Main aim to Argos marketing
unit is to ensure maximum loyalty of customers that further develop trust worthy relationship
between company and buyers. For this respective unit take use of attractive advertisements
techniques and modes that aid them to develop good interaction with large base of consumers.
Creation of market awareness:
It is another important marketing role which is being undertaken by company. In this they
develop awareness in customers mind set related to services and products that entity offers. In
relation with Argos, this has been identified that marketing team of company perform this role by
determining potential consumers at initial level in order to further undertake preventive
measures. It benefits them to take use of preventive measures through which marketing team can
influence attention of consumers. In addition to this, company marketing team also perform role
related to formulation of marketing strategies as to improve sales through which Argos can
assure long term success and financial stability in market.
Market research:
It is the core function of marketing that facilitate an organisation to serve their customers
as per according to their taste and preferences. Market research allows entity to identify
consumer taste, preferences and expectations towards services and products. This function is
effectively being undertaken by Argos marketing team, in which they collaboratively engage in
the process of marketing research as to have proper understanding of actual needs and demands
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