(solved) Marketing Essentials of ALDI

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1 Key roles and responsibilities related with functions of marketing..................................1
M1...........................................................................................................................................4
D1...........................................................................................................................................5
P2 Roles and responsibilities of marketing that are related to organisation...........................5
M2...........................................................................................................................................8
P3 Comparing Marketing mix of Wilkinson and ALDI.........................................................9
M3.........................................................................................................................................13
D2.........................................................................................................................................14
P4 Marketing plan for Wilkinson.........................................................................................14
M4.........................................................................................................................................16
CONCLUSION .............................................................................................................................17
REFERENCES .............................................................................................................................18
.......................................................................................................................................................19

INTRODUCTION
Marketing is consist as a brief study about managing relationship of exchange goods and
services. It is a broad concept which is applied by every business firm is respect of growth and
success (Anderson and et. al., 2014). Marketing is a combination of various activities in which
manufacturing, creating, communicating, exchanging and offering are involved. These make
value for buyers, clients, customers and large society in terms of getting satisfaction. They adopt
various marketing strategies to fulfilling the needs and wants of customers in terms of money
and revenue. They considered on such aspects which are helpful in establishing familiar working
environment for board members as well as employees. This report contents the study about
different roles of marketing and there interrelationship with various functional units. A brief
discussion on how the roles and responsibilities of marketing helps in business organisation. The
company use marketing strategy for introducing new product at market place in order to attain
organisational goals and objectives.
TASK 1
P1 Key roles and responsibilities related with functions of marketing
Marketing: It directly consist as a process in which seller and buyer are interact with
each other for the purpose of transferring goods and services that create value for consumers as
well as suppliers (Woiceshyn, 2011). An organisation put their all affords and adopt various
strategies for creating awareness among public in respect of promote and develop their product
and service at market place. The tools and techniques of marketing helps an organisation to
increasing the number of their customers who show their interest towards the offered goods and
services.
Some of the popular definitions of marketing are described below:
 CIM definition : The CIM (Charactered Institute of Marketing) has defined the
marketing as the management process which are responsible for determining, anticipating
and meeting the demands of customers profitably (Zikmund and et. al., 2013).
 AMA definition : AMA (American Marketing Association) has described the marketing
as activity, set of institutions and procedures for generating, conveying, transferring and
exchanging offerings that are valuable for the consumers, clients, business partners, and
social group at large.
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 Kotler definition : Kotler defined marketing as a social process through which
individuals and corporations achieve their requirement and wishes via creating and
exchanging values with others.
Roles of marketing:
Marketing plays an essential role in implementing a friendly and comfortable relationship
among firm and their customers. The functions of marketing also perform for increasing
branding and good will of company. Take effective participation in various activities related with
public activities such as interact with customer's, taking feedback and advertising (Blumberg,
Cooper and Schindler, 2014). All functions of marketing are integrated in an organisation by
marketing department and manager. There are some major roles are described as under:
Defining and managing the brand: This is the key role of marketing function in which
what is company all about, what functions an organisation play, how company perform are
included. In this the experience of customers as well as suppliers how they interact with each
other are involved.
Conducting campaign management for marketing initiatives: This is also an essential
role which helps in increasing growth and success of firm (Jacobs and Chase, 2013). The
department of marketing focuses on identifying products and services that have value for
customers and than products goods with the help of material and establish an effective
communication with clients to make their product more popular.
Producing marketing and promotional material: It is necessary for marketing
department to make the materials that helps in describing and promoting the particular product
and service. Create some changes that are required as per the need of customers in order to keep
them up to date. The promotional tools help an organisation to reach at high position
(Cobanoglu, Berezina and Erdem, 2011).
Monitoring and managing social media: Marketing should maintain the pages and
accounts of firm on social media for providing up to date information regarding goods and
services to the customers. This is the most popular way of creating awareness among public
without spending huge amount of money.
Providing internal communication: It s the duty of marketing department to give
relevant information to their employees regarding company, its roles responsibilities, priorities
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and goals (Inoué, 2013). Marketing is also essential for providing an effective communication
among employees and every department with the use of newsletter.
Serving as media liaison: Company assign a person who act as a representative of firm
when the company is well positioned at market place. The representative is responsible for each
and every activity related with social campaign.
Conducting customer and market research: This is major role which is played by
marketing. This helps in identifying the target market and various opportunities for company and
their employees (Hsu, 2011). With the help of research it is easy for firm to getting all
information and data regarding customers needs and wants.
Responsibilities of marketing functions: In an organisation the department of marketing play
various activities for effective utilisation of resources and affords to satisfy the needs and wants
of customers. Some are described as under:
Listening to customers needs: The major purpose of adopting marketing strategy is to find out
the actual and current needs and wants of customers through getting more closer to their
potential clients. The department of marketing to design an effective process for collecting
feedback from users or customers: Company internal channels: Conduct survey or collect data form various department of
company for evaluating the marketing strategy for future purpose (Engemann, K.J. and
Henderson, 2011). Channels outside the company: Establish an effective channel for gathering data and
information through various social media in respect of identifying the needs and wants of
customers.
Product development: Internal and external factors play an essential role in introducing new and
effective product at market place. This department is focusing on evaluating the actual sales of
new and existing goods and measures the gap in the wide variety of products which helps in
finding out the opportunities for organisation.
Prepare cost sheet: This is most important duty of marketing department to prepare cost sheet
for maintaining the performance of company in order to attaining desired goals and objectives.
This sheet helps an organisation to maintain their budget for future and present investment that
are required for firm to reach at higher position.
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