Marketing Essentials

This presentation provides an overview of marketing essentials, including the key roles and responsibilities of the marketing function. It explores the nature of marketing, the exchange process, and the importance of understanding customer needs. The presentation also discusses the interrelation of marketing with other departments in an organization.

Marketing Essentials

• Introduction
• Key roles and responsibilities of the marketing function
• Roles and responsibilities of marketing associate to the wider
organisational context
• Conclusion
• References
Table of content

Introduction
Marketing is a business action that plays a crucial
function in the progress of a business establishment.
Although marketing consist of different actions, its
actual motive is satisfying customer desires. Thus,
marketers must excel in understanding consumer
behaviour in context of execution a much more
effective marketing plan than its competitors.

Key roles and responsibilities of the marketing
function
Definition of marketing- Marketing is an activity or procedure, set of institutions, and
processes for creating, communicating, delivering and exchanging providing that have value
for consumers, clients, partners and society at large. It indicates to processes an enterprise
commences to endorse the purchasing or selling of a company or facilities.
Marketing positioning- Unilever will position their products in almost each shelve where
is so that they can cover a higher percentage of the over all market. By setting up a wider
consumer base, they can not only gain higher profit but also about the taste, expectations and
needs of people which change time t to time.

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Nature of marketing- Marketing is a complex function and does not sum up to sales
only. The nature of marketing can be acknowledged under the following factors:
Human activity- Basically, the term marketing is a human process within human
requires is fulfilled through human effectiveness. It is a human activity for human
fulfilment.

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Exchange process- All marketing processes rotate around business trade activity.
The trade procedure involves transactions among purchaser and seller.
Starts and ends with consumers- Marketing is a customer oriented and it is
essential to know about the actual need of customer is. It is potential only when
needed information associated to the products and services is gathered from target
audiences.

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There are diverse roles and responsibilities are executed through marketing division in an
enterprise such as Unilever. They are defined as beneath:
Gathering and analysing marketing information- It is consisted as a crucial function of
marketing division as it help in collecting information from marketplace about needs and
preferences of customer regarding goods and facilities which are provided through company
Marketing planning- It is an important accountability of marketing function as it enables
in developing profits, producing and endorsing organisation.

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Branding- It is a process of offering a brand name to commodities and facilities to
make it differ from its rivalry items and services.
Promotion- It is an activity of providing data about the commodities and facilities that
are provided through respective enterprise by using diverse endorsement tools. In
Unilever, this function of marketing plays an essential role in creating awareness about
the commodities and facilities of the enterprise.

Roles and responsibilities of marketing associate
to the wider organisational context
There are diverse roles and accountabilities that are included through marketing
division in context of attaining objectives of Unilever, Along with this, marketing
unction also interrelates with other function of this company which defined as under:
Marketing with Human resource- Marketing department of Unilever interrelate with HR
function for diverse purposes. Marketing is all about branding and familiar customer
about the products and facilities of organisation.

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Marketing with production- Marketing function also interrelates with manufacturing
department and take assistance of it in different manner and ways as marketing is a
process of selling, buying, endorsing, trading and providing goods and services to
consumers.
Marketing and sales- Marketing and sales department both are connected to each
other as marketing division provide data about the items and facilities that are greatly
liked by individual of marketplace.

It has been summarised from the described data that marketing is an appropriate
activity of selling, purchasing, endorsing and trading products and services of enterprise.
There are diverse efficient roles and accountabilities are executed through marketing
division such as branding, endorsement and gathering data about marketplace. In
addition to it, marketing department also interrelate with other department of firm.
Conclusion

•Okumus, B. and Cetin, G., 2018. Marketing Istanbul as a culinary destination. Journal of
Destination Marketing & Management, 9, pp.340-346.
•Balis, J., 2020. Brand marketing through the coronavirus crisis. Harvard Business
Review.
•Bünte, C., 2018. Künstliche Intelligenz–die Zukunft des Marketing. Wiesbaden: Springer
Fachmedien Wiesbaden.
References

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