Marketing Essentials and Advances: A Comprehensive Review

The provided document is a compilation of research papers, articles, and online resources related to marketing essentials and advances. It includes a list of references from various journals, books, and websites, covering topics such as integrated marketing communication, game development, social media marketing, destination marketing organizations, human resources marketing, and more. The document also includes illustrations and drawings related to marketing concepts, channel management, logistic management, and the marketing process. This comprehensive review is likely intended for students or professionals seeking to enhance their understanding of marketing principles and practices.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1 Key roles and responsibilities of marketing functions...........................................................1
P2 Roles and responsibilities of marketing related to EE limited...............................................5
LO 2.................................................................................................................................................6
P3 Ways for applying marketing mix in planning process.........................................................6
LO 3...............................................................................................................................................11
Covered in PPT.........................................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Every company has to compete with their competitors, for this marketing is best strategy
which is used by EE limited. They make proper plan, so that they can maintain all activities in
their organisation. An effective marketing aid them to compete their competitors in marketplace.
They need to analyse environment internally as well as externally. With assistance of marketing,
manager of EE limited can easily determine needs and wants of their customers. Main purpose of
this report is to determine roles and responsibilities of marketing manager. Enterprise is using
marketing mix for their business operations, so that they can produce goods and services more
effectively as well as efficiently (Dibb and Simkin, 2013). Additionally, they develop marketing
plan as per their research and evaluation. They can easily compare it with other organisation's
plan. Along with this, they can use various tools and techniques for above stated purpose. It must
be flexible, so that, if there is any need of alteration, employer can do easily. It will also assist
them in their decision making process.
LO 1
P1 Key roles and responsibilities of marketing functions.
Marketing is a process through which a concern can promote their goods and services to
their clients. With its assistance organisation can accomplish demands of them, as result to, it
will aid them to improve their revenues. Along with this, it will likewise enhance needs of their
purchasers.
Marketing concept: It is essential for every association to know demands of their
buyers, thus, they can satisfy it effectively as well as efficiently. EE limited use this
though in their business activities (Wirtz, 2012). There are some necessary concepts
which is utilized by enterprise, are mentioned as beneath:
 Production concept: This method is more appropriate, each and every customer always
want best quality of item at a reasonable prices. They always go for cheap merchandises,
thus, it is essential for manager of firm, to provide training to their staff members so that
they can cut down unwanted cost from their production system. Along with this, it aids
them to improve their work performance. Additionally, it will increase needs and wants
of purchasers also.
1

 Product concept: It is necessary for employer of company to provide goods and services
of best quality to their buyers. They always prefer those items, which are more innovative
and eye catchy. Thus, it is needed for association to improve their existing stocks as well
as launch merchandise, which are more creative and attractive (Jones and Rowley,
2011). Additionally, they have to maintain quality, as result to, it will assist them to
improve their revenues and goodwill in marketplace.
 Selling concept: If manager of firm wants to improve their sales, then it is essential for
them to use some tools and techniques for this. They can promote their items through
marketing. It will helps to enhance needs and wants of buyers as well as sales of
organisation. Main motto of any association is to sell those goods, which are more
desirable by their purchasers.
 Societal marketing: Company can target various market in society and it is needed for
them to know their needs, wants as well as interests. Thus, they can accomplish it more
appropriately and adequately. As result to, they can take advantages from their
competitors also (Lipsman and et. al., 2012).
Trends in marketing:
Relationship marketing: It is necessary for each and every organisation to maintain relationship
with their customers. For this, it is necessary for them to provide satisfaction to their buyers.
2
Illustration 1: Marketing concept

Along with this, if they accomplish their demands timely, then they will retain loyal towards
association. They can likewise promote some messages with their products and services, which
will assist to attract more clients towards them. Marketing is a short term process among two
parties, they generally share there ideas with each other. If they maintain proper relationship with
their customers, then it will help to compete their rivals in market world. Additionally, it assists
them to improve their reputation as well as revenues.
Industrial marketing: According to this, EE limited sale their items to other organisations, so
that they can resell them in upcoming future (Papasolomou and Melanthiou, 2012). Along
with this, they can make necessary alterations in them, to make product more effective as well as
efficient for buyers. It will increase quality of merchandise and administration and give more
satisfaction to customers. Because, technology is not always remain same, it changes according
to time.
Entrepreneurial assessment is another reason which is established in marketplace. An
enterpriser always do their business with more innovation and so their activities in flexible
manner. Thus, if there is any need of modification they can do it as per needs of their clients.
They always generate new though to conduct business as well as posses some different skills,
which helps to make them more different from others.
Societal marketing: Main aim of EE limited is to identify needs and wants of their target
market. Thus, they can fulfil it more effectively and efficiently. Main responsibility of
organisation is to fulfil CSR activities, which will assist them to take advantages from their
rivals. Along with this, it will provide growth and development to association (Mihart, 2012).
Marketing process: It is necessary for manager to develop invisible needs and wants in
customers as well as satisfy them by using process. Employer can conduct research on basis of
situational analysis and take decision according to this. It is essential for them to use it properly
and likewise control. Marketing process is described as below:
 Situational analysis: As per this, it is needed to determine tastes and preferences of
buyers and satisfy them adequately. Along with this, they have to understand their
surroundings i.e. internal as well as external, because it will be very helpful for firm to
increase demands of clients. Additionally, they can search various alternatives for their
concern.
3

 Marketing strategies: It is second step of marketing process, when manager searched
various alternatives for their firm then they can develop an appropriate plan for their
business (Novak, 2011). They can use segmentation strategy for their concern because it
is very helpful to accomplish demand of every type of buyers. Along with this, they can
use some other factors also, such as targeting, positioning and so on.
 Marketing mix decision: company has to make decision regarding marketing mix. Like of
they want to develop their products, then it is essential for them to make proper pricing
decision. Along with this, they have to create some promotional strategies for their
business. Additionally, they have to make proper distribution system, thus, they can
accomplish demands of their purchasers timely.
 Implementation and control strategies: This is final step of marketing process, it is
necessary for manager of EE limited to implement strategies properly into concern as
well as control over their business. Thus, if there is any difficulty arise then they can
resolve it within time. As result to, it will provide growth and development to their
association (Desai, 2013)
4
Drawing 1: Marketing process

P2 Roles and responsibilities of marketing related to wider organisation.
It is essential for every association to manage properly their marketing activities. They
can utilize various methods and techniques for this, it will aids them to accomplish their goals
and objectives in an effective as well as efficient manner. There are some role and
responsibilities of marketing manager of EE limited, which are described as below:
Coordinating marketing campaigns: Employer can utilize some ways for this, such as it is
necessary for him to know about target market, thus, he can provide them products and services
as per their needs and wants. They have to use various sources for this, because it is not essential
that every person is using social sites. Organisation can adopt some other methodologies like
surveys, interviews and so on (Nguyen and Simkin, 2012).
Checking of company budgets: It is needed for manager of EE limited to check budget, thus he
can fulfil their work under it only. Along with this, they have to utilize sources very well,
without any wastage.
Designing and publishing all documents as per plan: Strategies which are prepared by
employer must be documented as well as registered.
Planning and implementing promotional campaigns: It is most appropriate technique which
is using by manager of EE limited. They have to promote their goods and services, thus, they can
attract many clients towards them as well as improve their sales and profits also. Additionally,
they have to measure outcomes, so that they can know about their growth and development.
Responsibilities of marketing influence and its relation with EE limited:
 Production and operational department: With assistance of marketing manager can easily
estimate forms and figures of their items, which are proving by them. An effective good
can affect demand of customers (Swenson, Rhoads and Whitlark, 2014). Thus, it is
essential for organisation to identify sales of their current merchandise and determine
barriers, if any. So that they can eliminate it and take opportunities from marker, as result
to, it will aid them to increase their income.
 Resource and development: If company conduct an adequate marketing for their products
them they can easily implement unique thought regarding production of new item. They
can conduct research to know demands of their buyers.
 Sales: With help of this, company can develop relationship among consumer as well as
marketing, which is very profitable for them. If sales of organisation increase, then it will
5

provide growth and development to them. As result to, profits of firm also get enhance
(Hsu, 2011).
Values and Importance of marketing role in EE limited:
 If manager of enterprise do an effective marketing of their products and services, then it
will assist them to enhance their sales and productivity. It is needed for them to maintain
quality of their goods, thus they can attract many buyers towards them.
 If marketing of EE limited is very good compare to other enterprises then it will help
them to increase their productivity. As result to, they can improve their goodwill as well
as compete their competitors in marketplace.
 People will easily get essential information with aid for an adequate marketing.
Additionally, it will develop awareness among them (Baker and et. al., 2016).
There are various significance of having effective interrelationships between various
functional areas of EE limited:
 Employer can easily resolve conflicts within premises.
 It aids to build trust.
 They can render better services to their clients.
Marketing have impact on various department of the organisation which is production,
finance, HR, R&D, IT department, before taking any steps all the department should be make
aware about and they should take advise from them all as all of them work at various parts so
this would help them in getting help and more information regarding there work. HR plays an
important role in firm by managing human resource and providing them better environment.
Financial department helps in keeping all the information related to the financials transaction
which is done in the firm, and how much finance they have for which department also can be
know so that they can do work accordingly. IT department helps in doing marketing by proper
and various technology, they always connected with new techniques so that they can processed
further and do marketing in proper manner. R&D helps marketing department to get new
informations related to the market so that they can do their work properly and can attract more
customers towards them.
6

LO 2
P3 Ways for applying marketing mix in planning process.
For each and every type of organisation marketing is very important. EE limited apply
elements of marketing mix in their planning procedure, so that they can easily attain their
organisational goals and objectives effectively as well as efficiently.
Product: It is necessary for an enterprise to develop goods as per needs of their customers. There
are various difference among product and services, which is described as below:
Product Service
It is tangible and can be touch by people easily. It is intangible.
They produced by firm to accomplish demands
of their clients.
It assist to maintain relationship and build trust
among persons.
Items come in various categories, such as style,
colours as well as size.
It has no multi features (Ogunmokun and
Tang, 2012).
Comparison is possible. It is typical to compare service quality with
others.
Importance of brand:
 Increase value to the company: If brand image of organisation is very good, then it
assist them to build reputation in marketplace.
 Provide direction: IT assists to give direction to workers of company, thus, they can
attain their targets in an efficient manner.
 Acquisition of new customer: If firm wants to improve their profits then it is essential
for them to attract more buyers towards them.
Product development: It is essential for organisation to develop new items for their clients in an
innovative manner (Purvis, 2016). Along with this, they can modify their current products to
improve efficiency.
Stages of Product development:
 Idea generation: When manager of company generate idea for development of item, then
they can use internal as well as external sources.
7

 Idea screening: Then, it is necessary to screen idea, if it consumes high cost, then it must
be avoided.
 Concept development and testing: It develops thought's detailed version as well as they
target buyers so that they can evaluate item concept.
 Marketing strategies development: In this there is description of target market,
positioning as well as distribution (Al-Ekam and et. al., 2012).
 Analysis of business: Under this, cost, sales as well as profits can be estimated.
 Product development: In this stage, company develop a new item for their clients.
 Test marketing: Then, manager of EE limited do marketing of their products.
 Commercialization: Now, in this phase, enterprise launch goods and services for their
buyers.
Product life cycle: It has various phases:
 Introduction: Initially an item is introduce in marketplace as per demand of clients. It
comprises price, distribution as well as promotion.
 Growth: At this stage, merchandise grow in market and helps organisation to improve
their profits.
 Maturity: Now, demand of product is low but profit is high. Decline: Now, sale of item as well as revenue of organisation goes down (Brooks and
Simkin, 2012).
Place: It ought to be accessible from where people can easily search products. Example: e-
commerce, mail and so on.
Channel management: With aid of this, products and administration can easily transfer to final
buyers.
8

Illustration 2: Channel management
Supply chain management and logistics: Administration of stream of items and services,
include exchange and capacity of crude material from purpose of utilization.
Logistic: It is an important part of supply chain management and includes planning, execution as
well as monitoring of items. Main aim of this is to transport items to purchasers.
Illustration 3: Logistic management
9

Price: When offering of goods are determined by firm, then it is essential for them to take
pricing decision. It can influence supply, demand, profitability as well as marketing strategies.
Along with this, price may be differ according to stock (Gamble and et. al., 2011).
Pricing stretching and tactics: There are some pricing strategies, which an organisation has to
follow:
 Premium pricing: Enterprise has to set maximum cost compare to their competitors.
 Market penetration: Firm use this strategy, so that they can produce their goods and
services at lower price.
 Economic pricing: There aim is to target those clients who are more price conscious. Price skimming: According to this, prices are fixed when product is at introduction stage
but it get decreases when their competitors introduce same form of item in marketplace.
Promotion: EE limited can use various types of tools and techniques for this, such as
advertisement, social sites as well as email marketing.
Integrated communication mix: According to this, manager of association summarised all tools
of promotion which is much effective (Brooks and Simkin, 2011).
 Advertising: Employer of firm can use this method for their products and services. An
effective advertisement aids to attract more clients towards them.
 Personal selling: This method is more effective compare to other tools. With help of this,
enterprise can enhance their sales.
 Direct marketing: Organisation can sale their merchandise and administration direct to
their clients through online, telemarketing as well as direct mail. Sales promotion: It may comprises various elements, such as coupons, premiums and so
on.
People: It is necessary to allot work to staff members according to their capabilities and skills.
They are people, who assist manager to accomplish desired goals and objectives.
There are various roles of people in marketing, which are described as below:
 They want to enhance sales as well as revenues of concern (Ionitã, 2012).
 It is essential for them to determine new clients.
Different style and attitude that should have by persons while doing marketing:
 It is necessary to develop communicative skills.
10

 An individual must possess leadership quality which will aid them to maintain
coordination.
 They have to do work in positive manner, so that they can easily attain desired goals and
objectives. They must have proper knowledge regarding goods and services. Which assist them to
maintain proper relationship with their buyers.
Process: Delivery of administrations are normally finished with presence of client, so buyers pay
according to services, which are provided by association. There main aim is to deliver their
products to their target customers (Pike and Page, 2014).
 Marketing audit: It is necessary for manager to analyse their planning process, which is
using by them for marketing.
 Competitor analysis: It is essential for organisation to determine marketing strategies of
their rivals, so that they can compete them in marketplace effectively as well as
efficiently.
 They can divide market as per tastes and preferences of their buyers to accomplish their
needs and wants appropriately.
 They have to control and monitor elements of marketing mix timely.
 Screening and modelling: When market research is done then it is essential for
organisation to screen their plan so that they can avoid mistakes and errors (Khan and
Adil, 2013). Control management: At last, they have to control each and everything and make
necessary correction, if necessary.
Physical evidence: It comprises those administration which has their physical existence. Such as,
an insurance firm give many sorts of printed documents, with aid of them workers can easily
know how to act towards each other.
 Visual: Under this an item is envisioned through a character that can make an observation
in brains of client by observing at first view. Like: Design of an aroma bottle.
 Auditory: It is said to be symbolism that would highlight nature of good with is sound at
background to indicate more concentration of an item (Hsu, 2011).
11

 Olfactory: It is a sort of systems which is utilized as a part of advertising mix to deal its
product by changing mind of buyers. Such as: Lux cleanser possess an aroma similar to a
rose.
LO 3
Covered in PPT.
CONCLUSION
As per above mentioned report, it has been concluded that, marketing is very necessary
for each and every organisation. It assists to improve sales of organisation as well as profits. An
effective marketing also assist them to take advantages from their competitors. There are various
roles and responsibilities of marketing manager in EE limited, which is described in this report.
They have to make proper strategies for their concern, so that can accomplish demands of their
buyers timely. There are seven elements of marketing mix, which is essential for growth and
development of an association. Employer of firm can make plan for marketing as well as they
can conduct research to know needs and wants of their purchasers. If they use strategy of
segmentation in their business, then they can easily fulfil demands of every form of customer.
12

REFERENCES
Books and Journals:
Al-Ekam, J. M. E. and et. al., 2012. Determining the antecedents of actual purchase of local
product brand in Yemen. American Journal of Economics, special issue. pp.97-100.
Baker, M. A. and et. al., 2016. The evolution of services marketing, hospitality marketing and
building the constituency model for hospitality marketing. International Journal of
Contemporary Hospitality Management. 28(8). pp.1510-1534.
Brooks, N. and Simkin, L., 2011. Measuring marketing effectiveness: an agenda for SMEs. The
Marketing Review. 11(1). pp.3-24.
Brooks, N. and Simkin, L., 2012. Judging marketing mix effectiveness. Marketing Intelligence
& Planning. 30(5). pp.494-514.
Cabrera, S. A. and Williams, C. L., 2014. Consuming for the social good: marketing, consumer
citizenship, and the possibilities of ethical consumption. Critical Sociology. 40(3).
pp.349-367.
Desai, S. S., 2013. An analysis of the competitive marketing strategies of the hospitality industry
in UAE. IUP Journal of Management Research. 12(1). p.22.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Gamble, J. and et. al., 2011. The Marketing concept in the 21st century: A review of how
Marketing has been defined since the 1960s. The marketing review. 11(3). pp.227-248.
Hoeffler, S., Herzenstein, M. and Ginzburg, T., 2015. Optimal Design for Radically New
Products. Design Thinking: New Product Development Essentials from the PDMA.
pp.253-264.
Hsu, W., 2011. The vocabulary thresholds of business textbooks and business research articles
for EFL learners. English for Specific Purposes. 30(4). pp.247-257.
Hsu, Y., 2011. Design innovation and marketing strategy in successful product competition.
Journal of Business & Industrial Marketing. 26(4). pp.223-236.
Ionitã, D., 2012. Entrepreneurial marketing: a new approach for challenging times. Management
& Marketing. 7(1). p.131.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp.25-36.
Khan, M. N. and Adil, M., 2013. Data analysis techniques in service quality literature: Essentials
and advances. Serbian Journal of Management. 8(1). pp.95-112.
Lipsman, A. and et. al., 2012. The power of “Like”. Journal of Advertising research. 52(1).
pp.40-52.
Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour: effects
on consumer decision–making process. International Journal of Marketing Studies.
4(2). p.121.
Musibau, A. A., Oluyinka, S. and Long, C.S., 2011. The relationship between strategic planning
and the effectiveness of marketing operations. International Journal of Innovation,
Management and Technology. 2(5). p.390.
Nguyen, B. and Simkin, L., 2012. Fairness quality: the role of fairness in a social and ethically
oriented marketing landscape. The Marketing Review. 12(4). pp.333-344.
Novak, J., 2011. Game development essentials: an introduction. Cengage Learning.
13

Ogunmokun, G. O. and Tang, E. C. H., 2012. The effect of strategic marketing planning
behaviour on the performance of small-to medium-sized firms. International Journal of
Management. 29(1). p.159.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3). pp.319-328.
Pike, S. and Page, S. J., 2014. Destination Marketing Organizations and destination marketing: A
narrative analysis of the literature. Tourism management. 41. pp.202-227.
Purvis, J., 2016. Human Resources Marketing and Recruiting: Essentials of Digital Recruiting.
Handbook of Human Resources Management. pp.53-71.
Rundle-Thiele, S. and et. al., 2013. Moderating teen drinking: combining social marketing and
education. Health Education. 113(5). pp.392-406.
Swenson, M. J., Rhoads, G. K. and Whitlark, D. B., 2014. Startup marketing: Leveraging
leverage. The Journal of Applied Business and Economics. 16(6). p.56.
Wirtz, J., 2012. Essentials of services marketing. FT Press.
Online:
Basic elements of the marketing function. 2012. [Online]. Available
through<http://steinvox.com/blog/five-core-marketing-functions-a-business-
organization-blueprint/>. [Accessed on 5th July 2017].
Business Essentials Information Session. 2017. [Online] Available
through<https://haskayne.ucalgary.ca/executive/BEInfo>. [Accessed on 5th July 2017].
Marketing Plan. 2016. [Online]. Available through: <http://www.business.vic.gov.au/marketing-
sales-and-online/increasing-sales-through-marketing/marketing-plan-template>.
[Accessed on 5th July 2017].
14