Functions and Roles of Marketing in a Wider Context

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
LO1..................................................................................................................................................3
P1. Functions and roles of marketing to a wider context.......................................................3
M1. Marketing functions towards its environment................................................................4
P2. Interrelation of marketing with other functional units.....................................................4
M2. Importance of Interrelationship.......................................................................................5
D1. Critical Analysation.........................................................................................................5
LO2..................................................................................................................................................6
P3. 7 P's of Marketing ...........................................................................................................6
M3. Evaluation ......................................................................................................................8
LO3..................................................................................................................................................8
P4, M4. Detailed Evidence based marketing plan..................................................................8
D2. Strategic marketing plan by using 7P's..........................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is a set of actions or businesses for promoting and selling products and
services that includes advertising and market research. It is the process to create and develop
relationships with customers in order to satisfy them. This report is based upon ASOS PLC,
which is a British based online fashion and cosmetic retailer. It deals with clothes, shoes,
accessories and beauty products for both men and women (This is ASOS, 2019). This report
covers the significant responsibilities and roles of marketing function in this organisation and in
context of marketing environment. It also includes the way in which these roles of marketing are
interrelated with other functions of a business entity. Further, it includes comparison between
ways in which different companies uses marketing mix for the purpose of achieving overall
business objectives. At the end, it covers development and evaluation of a detailed coherent
marketing plan for ASOS PLC to attain the business goals.
LO1
P1. Functions and roles of marketing to a wider context
Marketing is defined as a process of a business that is used to create and develop
relationships with customers. This function helps a business entity to grow in a positive manner
and making customers aware regarding existence of a product by indulging in various
promotional activities. The concept of marketing is determined as an philosophy that an
enterprise is required to analyse for understanding the customer needs and than take decisions in
accordance better than company's competitors. There are four concept of marketing, first is
production concept in which customers prefer those products that are easily affordable, second is
product concept in which customer prefer high quality products with attractive and innovative
features, third is selling concept in which company focuses upon enhancing sales and fourth is
marketing concept in which marketers and companies focus upon needs and desires of customers
and produce products in accordance (Al Badi, 2019). ASOS PLC uses functions of marketing
for promoting its products and services and to know what customers prefers and desires. The
different roles and responsibilities of marketing function can be defined as follows-
Marketing Strategy- The basic role towards which marketing function operates is to
develop an appropriate marketing strategy and planning for a business enterprise. This strategy is
basically developed to attract large number of customer and to enhance market share. The
managers of ASOS PLC recognise the requirements and needs of target audience with the help
of these strategies and provide goods and services in accordance. An effective marketing strategy
helps in bringing out a balance between marketing opportunities and business objectives.
Market Research- It is concerned as an organised effort for the purpose of gathering
required information about the target market and audience. This research includes particular
knowledge of price, product, market and customers for the purpose to communicate the best
quality goods and services of a company in market. ASOS PLC before launching a new product
or before entering into a new market do an appropriate marketing research to identify the
consumer behaviour.
Promotion- It refers to a marketing communication that is utilised for informing
customers about the benefits of a particular brand, product, or service. The major role and
responsibility of marketing function is that it helps in promoting products and services among
customers and make them aware regarding existence of that product or service (Amin, 2019).
ASOS PLC uses both online and offline promotional measures to promote its products in market.