Essentials of Marketing in an Organisation

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
a. How the key roles and responsibilities of the marketing function relate to the wider
organisational context.............................................................................................................1
b. Roles and responsibilities of marketing in the context of the marketing environment......3
c. Significance of interrelationships between marketing and other functional units of an
organisation............................................................................................................................3
d. Critically analyse and evaluate the key elements of the marketing function and how they
interrelate with other functional units of an organisation.......................................................4
LO 2.................................................................................................................................................5
1. Apply the marketing mix to the marketing planning process to achieve business objectives
................................................................................................................................................5
2. Different tactics applied by organisations to demonstrate how business objectives can be
achieved..................................................................................................................................8
LO 3.................................................................................................................................................8
1. Basic marketing plan for an organisation...........................................................................8
2. Detailed coherent evidence – based marketing plan for an organisation.........................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is an important concept which eliminates the gap present in between the
service provider and its user. This can be defined as the business procedures of building
relationships to carry out improved sales and satiate consumers (Dibb and Simkin, 2013)
Marketing essentials consist of basic marketing concept, targeting, positioning, differentiation,
marketing mix and strategy which are implied to a company to meet standard pre-determined
outcome. Present report is based on Topshop which is British Multinational apparel company
and fashion retailer of shoes, accessories, make-ups and clothing which owes more than 500
shops worldwide. In the report, different roles of marketing will be assessed along with their
interrelations with other functional division. Also, comparative evaluation of marketing elements
will be done to develop basic marketing plan.
LO 1
a. How the key roles and responsibilities of the marketing function relate to the wider
organisational context
Marketing refer to practices of an organisation related with selling and buying a service
and products. This consists of selling, delivering and advertising services or products to people.
The division of marketing has overall duties for growing market share, revenues and contributing
profitability and growth of company (Pike, 2015). TopShop is a British MNC which needs to
analyse different functions of marketing along with its significant within the enterprise in order
to meet their set target. Hence, for this, it is requisite for enterprise to understand the basic
concepts of marketing which demonstrate the core of TopShop elaborated as below: Production Concept: It is assisted with consumer perception that represents that customer
are more likely inclined to those commodities which are conveniently available in economic
cost. Hence, enterprise should focus on growing production rate. Product Concept: As per this aspect, customer likely selects those services which have
value of quality, money and creative approach. It derives that customer can be refrained by
service and products i.e. beneficial for them. Selling Concept: This states that aggressively promoted products are more preferred by
consumer relatively.
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 Marketing Concept: This affirms that those organisations which are branded or recognised
well can easily attract consumer’s attention. This concept needs the necessity of
concentrating over target customer for commodities delivery. Societal Marketing Concept: This demonstrates core focus over requirements and needs
have focused customer (Bastable, 2016). Hence, the consumer selects to purchase from
brand beside contemporaries in marketplace.
TopShop use selling and societal marketing concept in order to meet the benefits and
final outcome of the report. The company has great brand recognition and through opting better
advertising technique, organisation aims their target consumer. Therefore, this is coherent that
marketing departments does not only assist in meeting business requirements but also help in
meeting set goals to TopShop. Here are mentioned some of roles and responsibilities in TopShop
in context of organisation: Designing Marketing Plans and Strategies: Departments of marketing in TopShop is liable
for analysing different wants and requirements, render them through adding value in
commodities and aware superior values (Berkowitz, 2016). It helps in planning strategies
procedure which later carried out at four levels: product, business unit, division and
corporate. Controlling Environment: To corporate with the trends, identification of present
determinants and transformation of them into opportunities that can be done through the
help of marketing departments in TopShop. Hence, this has prior roles in division to handle
numerous obstacles which can restrain growth of enterprise and controlling their impact on
time according to different consequences (Creating a Marketing Department, 2018). Marketing Research: TopShop always require proper knowledge and information related to
organisation for controlling market environments and develops effective strategies. Hence,
this certain information can be accumulated through marketing research that delivers other
data as well associated with company’s situation, product, response, current market,
response of consumer etc.
 Managing Consumer Relations: Consumers are core essentials which are also known as
value maximizers. They purchase service from TopShop that are highest consumer delivered
value. Marketing department serves organisation quality management program, consumer
loyalty, satisfaction and effective consumer value.
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