Marketing Essentials

MARKETING AND ITS APPLICATION

Task 1

The concept of marketing (including current and future trends)
The Production Concept
The Product Concept
The Selling Concept
The Marketing Concept
The Societal Concept

Overview of different marketing processes
Identification of market (Situational analysis): At the initial stage, it is essential
for EE Limited to conduct a scanning process in which the situation of the market
should be analysed effectively.
Formulation of strategy: Afterwards, market and competitor’s analysis, it is
essential for EE Limited to develop essential strategies for the business.
Implementation: Formulation of strategy would assist EE Limited to cover all the
important aspects that are essential from market perspective.
Measurement: The entire process of marketing needs to be properly measured and
controlled.

Contd..
Market analysis: Probably the most important step in marketing process is situation
analysis wherein external environment of the business entity should be identified.
Deciding the products: Though products are already decided; but after market analysis,
company finalizes the product to be the main element of the business.
Framing aims and objectives: Business objectives needs to be framed so that further
marketing activities can be conducted.
Adopting tools for promotion: EE Limited then needs to adopt suitable promotional
strategies
Launching the products: At the last stage, EE Limited can launch the mobile products.

Roles and responsibilities of the marketing manager at
EE Limited
Identification of potential markets
Development of new products and services
Identification of competitors
Marketing manager has to supervise people

Roles and responsibilities of marketing influence and interrelates
with other functional departments of EE Limited
 Resources should be properly allocated.
 There should be adequate delegation of duties and
authorities.
 Cross functional communication should also be
strengthened.

Values and importance of the marketing role in EE Limited
 Exchange and movement of goods
 Assists in maintaining the standard of living of
people
 It generates employment
 Source of income for business

Significance of having effective interrelationships between different functional
departments of EE Limited
Finance department: Marketing department should have direct
coordination with finance department so as to arrange resources for
developing products and services.
HR department: Marketing practices can only be managed properly when
HR recruits and selects talented people for organizational processes.
Sales department: Sales department has to ensure that they are selling
maximum quantity of products and services.

References
Brady, D. L., 2014. Essentials of international marketing. Routledge.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Dioko, L. D. A., 2016. Progress and trends in destination branding and
marketing–a brief and broad review. International Journal of Culture,
Tourism and Hospitality Research. 10(1). pp.5-13.
Foxall, G., 2014. Corporate Innovation (RLE Marketing): Marketing and
Strategy. Routledge.