The Key Roles And Responsibilities Marketing Function

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................2
P1 Explain the key roles and responsibilities of the marketing function....................................2
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context.........................................................................................................................................5
TASK 2............................................................................................................................................7
P3 Marketing mix of two organisation that are required to achieve business objectives...........7
TASK 3..........................................................................................................................................11
P4 Produce and evaluate a basic marketing plan for an organisation.......................................11
CONCLUSION:
........................................................................................................................................................16
REFERENCES..............................................................................................................................16

INTRODUCTION
“What is marketing? Simply put, marketing is managing profitable customer
relationships. The aim of marketing is to create value for customers and capture value from
customers in return.” (Philip Kotler, Gary Armstrong Principles of Marketing, page 2) Marketing
is the department that is customer focused and the goals of marketing are attracting new
customers, deliver good service, win the customers loyalty and by this win organisations
profitability. The marketing is more than it was in the past, just the telling and selling of a
products. Nowadays, the marketing department needs to understand and satisfy the needs and
wants of the customers. According to management guru Peter Drucker, “The aim of marketing is
to make selling unnecessary.” Once the marketer has received the message form the customer
about the desired product, the marketer needs to create de product, add value and a convenient
price to it. Once promoted and on the market the products will be sold fast and easy. Marketing
is more oriented in a win -win relationship between customers and companies. That is why
marketing is not about selling anymore; it is about satisfying the customers, creating valuable
exchange relationships and gaining loyalty that in time is the most valuable component that can
guarantee an organisation success. Amazon is one of the main companies that understood the
need of customers to relay on an organisation that can deliver a large range of products and a fast
and easy delivery. On Amazon there are sold a large spectrum of goods from all the sectors of
retails, starting with books, of course, where it all began, clothes and a lot of technical products
as well. The studies show that starting with 2013 the number of people employed by Amazon has
reached 117,300 and the world net income is 74.45 billion US dollars. Since it was founded
Amazon has been succeeded to overcome competitors and to become and stay the leader in the
market. The strategies have been diverse, Amazon has invested and bought smaller companies,
even bigger ones in the present, it has diversified the products that are offered and it has created
a good platform for customers, with advantageous services, like Amazon Prime.
As a Marketing assistant, this report addresses the detailed marketing analysis of Amazon, an e-
commerce marketplace and cloud computing platform.
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TASK 1
P1 Explain the key roles and responsibilities of the marketing function
The most important task of marketing department is to identify the needs and wants of
the customers and to deliver the goods or service according to those two standards.
The marketing team has a few roles that conduct to the objectives and goals of an organisation.
The objective of any marketing team has to be to present a product that reach the needs and
wants of the customers and at the end will be bought by them. Amazon has the same goal. On
Amazon site there are billions of products to choose from, once you enter a products listing there
are so many products to choose from, with different prices and other characteristics. The
objective of having such a diversity of offers is that the customers search result in a purchase at
the end.
Amazon Marketing Functions can be separated in categories; functions that make the customers
visit the listing and functions that make the customer buy the good or service.
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