Marketing Essentials

This presentation provides an overview of marketing essentials, including the concept of marketing, current and future trends, different marketing processes, roles and responsibilities of marketing function in an organization, and the significance of effective interrelationship between different functional departments. The case study focuses on Cadbury, a confectionery brand.

Section A
MARKETING ESSENTIALS

TABLE OF CONTENTS
Introduction
Introduction to the concept of marketing, including current and future trends
Overview of different marketing processes
Roles and responsibilities of marketing function in context with organisation
How marketing influences and interrelates with other departments of
organisation
Critically analyse and evaluate the value and role of marketing in context
with organisation
Conclude the significance of having effective interrelationship between
different functional departments
Conclusion
References

INTRODUCTION
Marketing can be defined as a process in
which buying and selling of goods are taken
place. It is a very crucial activity which is
necessary to be conducted inside every
organisation. The main activities which are
included in this department are like
production, promoting, communicating and
delivering the goods and services to its
customers as they demand. The company
which will be covered in this assignment is
Cadbury. It is a confectionery brand which
is operating since 1824 by John Cadbury.

1. Introduction to the concept of marketing,
including current and future trends
Concept of Marketing – This defines that the company
should understand the needs and demands of the
customers before producing goods and services as this
will help them in selling these products easily as they
will already know their target market. There are
various types of marketing concepts which needs to be
implemented by the companies like production
concept, sales concept, societal concept etc. Cadbury is
also implementing all of these so as to smoothly
running all their operations.

Continued
Trends in marketing – The various kinds of trends
which are going on are:
o Current trends – The current trends in chocolate
industry is related to mixing chocolates with biscuits
like Dairy Milk Oreo.
o Future Trends – The future trends in marketing for
Cadbury is related to making chocolate in various
kinds of different flavours and designs as well.

Overview of different marketing processes
The various kinds of marketing process which
can be followed by Cadbury are as follows:-
Mission
Situational analysis
Marketing Strategy
Marketing mix
Implementation and control

Roles and responsibilities of marketing
function in context with organisation
Marketing department is considered as a very crucial
department in any organisation because if it would not
be present then the activities of the companies will not
be conducted in a proper manner and it will have an
impact on the working of the company. The roles and
responsibilities of marketing functions are as follows:-
Marketing Information System (MIS
Marketing Planning
Financing
Promotion
Selling

How marketing influences and interrelates
with other departments of organisation
The interrelationships of marketing with
other departments are mentioned below:-
Human resource management and
marketing
Finance and marketing
Research-and-development and Marketing
Customer Service and Marketing

Critically analyse and evaluate the value and role of
marketing in context with organisation
According to , It can be said that marketing
department is very crucial for the company
as with the help of them only they are able
to conduct all the activities in a proper
manner. Marketing department helps in
functioning all the other departments in
completing their work on time and as per
the instructions. The main role of marketing
department in Cadbury is to arrange the
activities of company and making sure that
all their work is being done as per said
instructions or not. Both i.e. value and role

Conclude the significance of having effective
interrelationship between different functional departments
Various departments have different functions in the
organization. Marketing manager evaluates the
functioning of each department and hence delegates
the responsibility to all the sections in the firm. This
results in effective and efficient functioning of the
company. It helps in creating a good organization
structure in firm. Through this all departments can
perform better and thus achieve the objectives and
targets. . Firm can likewise build the piece of the overall
industry and it brings about extension and development
of the firm. This helps in keeping up great picture in the
minds of customers and in the marketplace as well.

REFERENCES
Bastable, S. B., 2016. Essentials of patient
education. Jones & Bartlett Publishers.
Berkowitz, E. N., 2016. Essentials of health
care marketing. Jones & Bartlett Publishers.
Brychkov, D. and et. al., 2017. Social
marketing and systems science: past,
present and future. Journal of Social
Marketing. 7(1). pp.74-93.

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