Marketing Essentials Assignment - TAXIFY

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function........................................................1
P2 State how marketing roles and responsibilities relate with organizational context..........4
TASK 2............................................................................................................................................7
P3 Marketing Mix of two different organization ..................................................................7
TASK 3..........................................................................................................................................10
P4 Produce a basic marketing plan ......................................................................................10
CONCLUSION..............................................................................................................................13
REFERENCES .............................................................................................................................14

INTRODUCTION
Marketing is a business function and series of processes encompasses developing,
delivering and communicating value to consumers; followed by managing buyer relationship,
focused at acquiring and retaining them for longer period. In simple words, it can be defined as
the process of selling and buying of goods & services that ultimately creates value for customer,
partners, clients or society at large (Analytics, 2011). The umbrella of marketing encompasses
promotion, sales, advertising and public relation. It refers to on ongoing process of exchanging
communication that informs, develop and build long lasting relationship between customer and
company. The given report is based on TAXIFY which is well-recognised taxi-provider
company, working in more than 26 countries and now they are awaiting to enter the UK market
soon. The main purpose of this report is provide basic understanding regarding concepts or
principles of marketing. It also covers how roles and responsibilities of marketing function help
company in attracting large number of customers. Along with this, it will0 also discuss
marketing mix of two different organization; followed by basic marketing plan as well.
TASK 1
P1 Key roles and responsibilities of marketing function
Philip Kotler; an American marketing author, consultant and a professor states
that-”marketing is all about satisfying wants and needs through an exchange procedure that
benefits company as well (in terms of profit). Through its medium, the actual products or
services are brought to the place of consumption. This results in meeting customer requirement
in best possible manner. Business owners were aware of the fact that if they want to make
money, they need to sell their product or services to end-consumer who actually needs it in a
proper manner. This can properly be done with the help of marketing function that span
everything starting from distribution to pricing (Aschengrau and Seage, 2013). Marketing act as
a bridge between company and customer as it laid stress on fulfilling the necessities of both
parties. According to the given case study, TAXIFY is a new taxi-app company who is awaiting
license to enter into UK market. Although it is already operating in 26 countries but still wishes
to expand its operation in the market of London. Discussed below are various roles and
responsibilities of marketing function that help TAXIFY in establishing its brand in UK market.
These are as follows:-
1