Role of Marketing in Creating Value for Customers and Stakeholder Engagement

Marketing
Fundamentals Analysis
and Evaluation -
Assessment 2

Table of Contents
INTRODUCTION................................................................................................................................3
TASK 1.................................................................................................................................................3
The role of marketing in creating value for customers...............................................................3
Stakeholder engagement and their impact on the marketing activities of an organisation.........7
CONCLUSION..................................................................................................................................12
REFERENCES...................................................................................................................................13
Books & Journal:......................................................................................................................13

INTRODUCTION
Market is wider and broader and which is increasing the competition. With this changing
period of time, it has become important to carry out the marketing & fundamental analysis of
evaluation in proper manner. Fundamental analysis is defined as approach of analysing the intrinsic
value by examining financial & economic factors (Yan, 2017). With help of marketing fundamental
analysis, it is possible understand market value of company through decision making is carried out
in effective way. Amazon , a multinational technology corporation headquartered in UK. The firm
mainly focused on cloud- computing, e-commerce, artificial intelligence etc. This report comprises
of role of marketing in creating value of customers and stakeholder engagement & their impact on
marketing activities of firm.
TASK 1
The role of marketing in creating value for customers
In business sector, it is important to be for every organisation to carry out marketing
activities so that goals as well as objectives are accomplished in proper manner. Marketing is
defined as process of promoting, selling product or services with research & advertising to
accomplish given objectives. Whereas customer value refers to difference between customer
expectation with that of alternatives related with product or service (Jones, 2018). Consumers will
typically purchase item with highest customer value among all offerings in marketplace. Every
consumer has a unique set of needs, resources, so no one will place same value on same product.
The highest-quality product does not always provide t highest customer value, since benefit of each
item is measured against cost. CV is all about subjective perceptions, which can only be influenced,
not controlled. The role of marketing in business & market is wider because without this it is not
possible to carry out core activities of business. Amazon, which is multinational brand uses concept
of marketing with appropriate research analysis & strategies. They divide their marketing functions
into two parts- functions that drive end users to visit listing of firm, and second one is functions that
sell product's value. These both functions are carried out by them in most efficient way. Also, to
target their market, they use STP approach of marketing.
STP
It is elaborated as Segmentation, Marketing, Positioning, which is marketing approach
which is being used by organisations to analyse the potential market for business & achieving goals.
In relation with chosen entity, they use this approach by carrying out deep research so that all
components are adopted properly. It has several components which are further explained below-

Segmentation-
It is defined as process of dividing of market with proper research & on basis of certain
variables like demographics, psycho-graphics, etc. on basis of market is being segmented. Market
segmentation allows you to target your content to the right people in the right way, rather than
targeting your entire audience with a generic message (Leonard, 2020). This helps increase chances
of people engaging with firm ad or content, resulting in more efficient improved return on
investment (ROI). In relevance with Amazon they divide their market by both variables of
demographics as well as psycho graphics for their business. Without segmentation, it is not possible
to sell product at market place. Thus, t is crucial to focus on segment so that resources, ideas are
used accordingly.
Targeting-
It refers to targeting of identified market to analyse opportunities by accessing consumer
data & insights (Rangaswami, 2020). Through this, marketing activities as well as campaigns are
being carried out. It is essential to target potential consumers so that decisions making process is
done in efficient way. In relevance with Amazon, they target their market by using reliable
information which helps them to examine their target appropriately.
Positioning
Then at last, positioning is defined as creating a brand image in mind of customers or in
market. It is often seen that end users mostly purchases product after analysing positioning of brand
in market. It reflects goodwill of firm in market on basis of which consumers get attracted towards a
brand. A good positioning makes a product unique, makes users consider using it as a different
benefit to them. A good position gives product a USP (Unique selling proposition). In a market
place cluttered with lots of products and brands offering similar benefits, positioning makes a brand
or product differentiate from others, confers it the ability to charge a higher price, to deal with
competition from the others. So, Amazon have a good image in market & with their premium and
luxurious position across globe. So, above paragraph shows that to target or identify potential end
users value and market it is necessary for corporation to use correct approaches of marketing. With
use of STP, tactics are
Marketing process- It is systematic procedure of creating a value of customers by
following several stages. It is to be conducted in systematic way as everything is done with
procedures. Marketing process includes ways in which value can be created for the customers to
satisfy their requirements. It is an endless series of actions, reactions between customers &
companies making attempt to create value for OR satisfy needs of end users. Marketing creates