Marketing Definitions and Frameworks

This assignment provides a comprehensive overview of marketing concepts, definitions, and frameworks. It includes references to academic journals, books, and online resources that discuss topics such as the marketing process, marketing mix, digital marketing, and green marketing. The assignment also touches on service marketing, total quality management, and the viable systems approach. Overall, this document aims to provide a detailed understanding of marketing concepts and their applications in various contexts.

MARKETING
FUNDAMENTALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1A.........................................................................................................................................3
Processes and stages of marketing including the role of the marketing mix..........................3
Role of marketing in creating value for customers................................................................7
Stakeholder engagement and their impact on marketing activities of Marks and Spencer....8
TASK 1B.........................................................................................................................................9
Reflection of the tactical communication tools used to generate awareness..........................9
and interest in project............................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12
.......................................................................................................................................................13

INTRODUCTION
Marketing is the department which works to create awareness about product and services
to customers. This department mainly works with research and advertisement department. These
days business development is possible with the help of advertisement. Due to change in demand
of customers alterations are taking frequently, so with the help of marketing manager is able to
deliver changes in effective way (Varnali, 2014). As there is much competition in market, it is
essential to deliver knowledge related to product and services. This report is based on Marks and
Spencer which is big brand in retail sector. They provide luxurious clothes, accessories, etc. In
this report, there is discussion about process and stages of marketing, role of marketing mix, role
of marketing and involvement of stakeholders in marketing activities. At last, there is reflection
about communication tools to create and generate awareness about project.
TASK 1A
Processes and stages of marketing including the role of the marketing mix
Marketing is the process which helps to provide knowledge related to product and
services. There is use of various techniques which are effective and significant for growth and
development of business(Talib, 2013). Marks and Spencer is the association which is big brand
and cone with various innovations for society, so information related to product can be delivered
to customers by marketing department. Marketing is not one night process, so there is
requirement of proper planning which helps to perform marketing in proper and effective way.
PROCESS OF MARKETING
Illustration 1: Marketing Process Overview

(Source: Marketing Process Overview, 2017)
Marketing plan followed by manager of Marks and Spencer are as under-
Mission- First step in marketing process is to set mission. It is essential to set some target
which are effective for making changes the roles and responsibilities of workers. When Marks
and Spencer is thinking to launch new services, then this is the mission for marketing (Shaw,
2016).
Situation Analysis- Situation analysis means to analyse external as well as internal
environment of business which helps to perform business operations in effective and efficient
manner. Marks and Spencer is big brand in society, so external factors affects them most. Such
as legal policies, market trends, etc.
Marketing strategy- After analysing external situation, there is requirement of thinking
about marketing strategies. As there are various ways through which managers of Marks and
Spencer can market product or services. Marketing strategies are television advertisement, online
sources, etc.
Marketing mix- Marketing mix is the technique through areas of marketing can be
known. As there are some changes which is essential to making business operations in effective
and effective manner. In marketing mix 4P's of marketing, they are- Product, Price, Place,
Promotion.
Implementation and control- After implementing marketing mix, last step which is done
by top level manager of Marks and Spencer is to control marketing process. In case of negative
results, corrective actions has to be taken (Rahbar and Abdul Wahid, 2011).
STAGES OF MARKETING
In retail sector there is such competition so it is essential to make strategies which helps
to deliver best quality product to society. In case of Marks and Spencer, there are many rivalries
such as Tesco, Sainsbury, etc. Hence it is essential to select approaches which are essential for
organisational growth. Stage which is followed by Marks and Spencer are as under-

(Source: Stages of Marketing, 2012)
Product orientation- As per this orientation, manager focus on product only. This is the
oldest orientation for which managers on producing product apart from demand of customer. In
this orientation, there is mass product of product for the purpose of cost benefit. As per old
theory customers are ready to buy what is available in market but it should at reasonable cost.
Production orientation- After product orientation, manager focus on quality of product.
As there is change in priority of customers so they are ready to by high money but quality of
product must be superior.
Sales orientation- After production orientation, sales orientation takes place. As per this
concept, managers of Marks and Spencer focus on selling product. In this orientation there is
aggressive selling which helps to achieve profits.
Marketing orientation- These days marketing orientation is essential to make society
aware of business policies. When there is innovation in product of Marks and Spencer, then it
must be developed with the help of marketing department (Miller, 2010).
MARKETING MIX
Illustration 2: Stages of Marketing

Marketing mix is the marketing tool which is used by managers of Marks and Spencer to
market new product and services. It is essential to make changes in marketing strategies which so
proper communication is possible. Marketing mix of Marks and Spencer is discussed as under-
(Source: Marks and Spencer's Current 4 P's of Marketing - The Marketing Mix, 2013)
Product- Marks and Spencer is big name in retail sector. They provide women, men,
children clothes, accessories, beauty products, Home furnishing items, food, wine, etc. This
association was expanded in various parts of world, so as per difference in culture, there is
difference in culture of customer accordingly product is delivered.
Price- Price charged by manager of Marks and Spencer is relatively high in clothing
sector as compared to other sector. Target consumer of Marks and Spencer are niche market. As
per financial report of 2017 revenue of Marks and Spencer is 10622 million pounds and net
income of 115.7 million pounds. Due to higher competition they provide medium to high range
product variety to customers (MacInnis, 2011).
Place- Marks and Spencer is world wide brand have retail stores in Fineland, Aiustria,
Qatar, Spain, Egypt, etc. its head quarter in Westminstrer in London. This brand has 600+ outlet
which helps to achieve good profits. This brand is famous among society because it is easily
Illustration 3: Marks and Spencer's Current 4
P's of Marketing - The Marketing Mix

reachable and they have good distribution system which is significant for satisfying customer
demand.
Promotion- Promotion is one of the essential component for creating awareness among
society. Promotion done by Marks and Spencer are social media, newspaper, fashion magazines,
etc.
ROLE OF MARKETING MIX
Marketing Mix plays vital role developing business enterprise in positive way. Marks
and Spencer uses various techniques to create brand awareness among society, so this helps to
increase sales and profits. Role of marketing mix is as under-
Assist in new product development- With the help of product development, it is possible
to launch new product in market(Alter, 2010). Elements of marketing mix helps to know are how
new product can be launched and marketed in society.
Guidance to make improvements- As marketing mix helps to perform business activities
in accordance to market, so with the help of marketing mix areas of improvement can be known.
With guidance improvement can be made proper and customer satisfaction is possible.
Creates differentiation- Marks and Spencer can make good and long term relations with
customer when they are able to provide something different which is not present in industry.
Marketing mi helps to make innovation and creates differentiation in product and services.
Role of marketing in creating value for customers
Marketing helps to interact with customers and actions are taken according to demand of
customers. As there are many changes as per change in age, occasion, culture, trends in demand,
so with the help of research all these changes can be known (Kays, 2012). This helps to deliver
most desirable product to consumer. Customer satisfaction is possible with the help of interacting
with them and corrective measures are taken in performing business operations. Marketing helps
to create gap between managers of Marks and Spencer and customers. Some of the aspects of
convincing customers for purchase of product is as under-
Identify customers- Marketing helps to identify customers. As there is requirement of
some policies to attract customers which are effective and significant for growth of association.
Marketing technique of Marks and Spencer helps to know about factors which are effective for
knowing customer range and accordingly actions are performed. With the help of marketing it is

easy to know target market. Marks and Spencer have customer range of high class people, so it is
essential to make strategies which are effective for growth of business (Barile and et. al., 2012).
Satisfy customers- To make good and long term relations with customers, it is essential
to provide them techniques which are effective and significant for growth of association. There is
use of feedback which helps to perform policies according to market trend. It is essential to make
them feel comfortable by best services. Managers of Marks and Spencer give emphasise on
taking feedback related to services, this helps to improve quality and make good relations with
customers.
Retain customer- Retention of customers is also possible with the help of providing best
services. It is essential to make policies which are effective and significant for growth of
association. It is necessary to come with approaches which helps to provide satisfaction to
customers. There are new opportunities for growth of Marks and Spencer with the help of
analysing market (Brinker and Miller, 2018). There is requirement of policies such as discounts,
cards, offers, etc. which is significant for making good relations with customers.
Stakeholder engagement and their impact on marketing activities of Marks and Spencer
Stakeholders are the parties such as individual, group of individual, group, etc. who have
interest in actions of business enterprise. These parties are get affected because of business
activities. Stakeholders engagement means interference of stakeholders in business operations.
As Marks and Spencer has wide range of customers having difference in their demand so it is
essential to make changes which are effective and signifiant for growth of association (Huotari
and Hamari, 2012). Its the primary policy for Marks and Spencer to make policies which are
significant for getting money and actions has to be taken according to market trends. As there are
many stakeholders such as customers, suppliers, shareholders, etc.
Stakeholders satisfaction is important to make business operations in efficient manner.
Marketing is essential to make stakeholders competent to market. It is essential to make policies
which helps to make stakeholders convince to take interest in business operations. Marketing
activities are not beneficial only for improving sales but also for raising funds. With the help of
marketing strategies it is easy to raise fund from external source and create good in industry
(Brunswick, 2014). Marks and Spencer uses social media which helps to contact more people at
same time and hence it is easy to market product and services. These days role of social media is

very wide, so it is essential to update official sites of Marks and Spencer which gives correct
information to stakeholders.
As marketing can make changes in working style. This affects business plans and
policies. There is requirement of some changes which are effective or making changes in
working style. There are possibilities to alter business plans to get positive in growth and
development. There is requirement of raw material for developing finished goods, so managers
of Marks and Spencer has to frame policies which provide timely deliver. There must be proper
distribution style which helps to deliver up- to the mark delivery. Marketing activities helps to
deliver good image related to brand so it is essential for managers of Marks and Spencer to make
policies which are significant for organisational growth.
Employees is one of the essential component of stakeholders which helps to achieve
targets. When some marketing techniques gets changes managers of Marks and Spencer has to
motivate workers to perform business operations in new manner. Government also plays vital
role in running business smoothly (Chaffey and Ellis-Chadwick, 2012). As Marks and Spencer
runs in various parts of company, hence it is essential to frame marketing policies according to
government norms. In case of flaws advertisement, there are possibilities of legal actions against
association and this refuses image of brand.
TASK 1B
Reflection of the tactical communication tools used to generate awareness and interest in project
Marketing can be successful with the help of proper planning. There are many tools
which helps to perform marketing in more effective and appropriate way. There are many
changes which are required to be performed to growth of business. There is requirement of some
changes which are effective and significant for creating awareness about my project among
customers. As per my view I am contact with customers with the help of mail proper.
When I want to deliver some information related to innovation in product, then I use
telephone. This is fruitful in resolving problems of customer because it is personal method. I
create awareness among people with the help of television advertisement. As my main target is
young generation, so I focus on preparing advertisements accordingly. I want to convey proper
information to group of customers. With the help of social media, it is easy to create awareness
among group of people and accordingly actions are taken (Chaffey and Smith, 2013).

I want to know about feedback of customers, so I use feedback form in personal. While I
have e- feedback form which is used for online source. I use Whatsapp to share photographs,
price, client reviews, etc. which is significant for making policies which are relevant and current
to market.
Social media platforms such as Instagram, blogs, Facebook pages, etc. are common these
days. So I use these sources to deliver information related to my product. I make policies which
are effective and significant for growth of business enterprise. I have discussion forum which
helps me to know about customers grievances and accordingly actions are taken. This helps in
growth and development of business. As there are many changes taking place in business
environment, so I analyse market proper with the help of marketing mix and hence innovation in
product are easy. As there are some negative reviews also then improve quality of services and
again take reviews (Gamble and et. al., 2011).
I use digital methods for marketing of product such as HubSpot, Mailchimp, Trello, etc.
which I check frequently to deliver information about products. There are possibilities to make
changes in working style which are effective and significant for growth of association. As there
is much competition in market, so I deliver proper information related to change in marketing
tool to employees, so they can also perform business operations in accordance to market trends. I
have staff of 50 people, so while delivering information to them I use mail so proper data can be
delivered to concern department, this helps me to improve quality of services.
CONCLUSION
From the above discussion it is clear that role of marketing is increasing very frequently.
It is necessary to make marketing policies which are effective and significant for growth of
association. Marketing is essential to provide knowledge and information related to new launch.
As there are any changes in product and services, so marketing helps to convey knowledge about
it to society. There is discussion about elements of marketing mix which is effective and
signifiant for growth of association. These days concept of marketing is most essential
component which helps to know about consumer's perception and accordingly business policies
has to be farmed.

REFERENCES
Books and Journals
Alter, S., 2010. Service systems and service-dominant logic: Partners or distant
cousins?. Journal of Relationship Marketing. 9(2). pp.98-115.
Barile, S. and et. al.., 2012. An introduction to the viable systems approach and its contribution
to marketing.
Brinker, M. R. and Miller, M. D., 2018. Fundamentals of Orthopaedics, 1e. sat, 3, p.110800.
Brunswick, G. J., 2014. A chronology of the definition of marketing. Journal of Business &
Economics Research (Online). 12(2). p.105.
Chaffey, D. and Ellis-Chadwick, F., 2012. Digital marketing: strategy, implementation and
practice (Vol. 5). Harlow: Pearson.
Chaffey, D. and Smith, P. R., 2013. eMarketing eXcellence: Planning and optimizing your
digital marketing. Routledge.
Gamble, J. and et. al., 2011. The Marketing concept in the 21st century: A review of how
Marketing has been defined since the 1960s. The marketing review.11(3). pp.227-248.
Huotari, K. and Hamari, J., 2012, October. Defining gamification: a service marketing
perspective. In Proceeding of the 16th international academic MindTrek conference (pp.
17-22). ACM.
Kays, W. M., 2012.Convective heat and mass transfer. Tata McGraw-Hill Education.
MacInnis, D. J., 2011. A framework for conceptual contributions in marketing.Journal of
Marketing.75(4). pp.136-154.
Miller, M., 2010.The ultimate web marketing guide. Pearson Education.
Rahbar, E. and Abdul Wahid, N., 2011. Investigation of green marketing tools' effect on
consumers' purchase behavior.Business strategy series.12(2). pp.73-83.
Shaw, S., 2016.Airline marketing and management. Routledge.
Talib, F., 2013. An overview of total quality management: understanding the fundamentals in
service organization.
Varnali, K., 2014. SMS advertising: How message relevance is linked to the attitude toward the
brand?.Journal of Marketing Communications.20(5). pp.339-351.
Online
Stages of Marketing. 2012. [Online]. Available through:
<https://relivingmbadays.wordpress.com/2012/08/04/stages-of-marketing/ >.
Marketing Process Overview. 2017. [Online]. Available through:
<https://www.smartsheet.com/strategic-marketing-processes-and-planning >.
Marks and Spencer's Current 4 P's of Marketing - The Marketing Mix. 2013. [Online]. Available
through :<http://professional-paper-writing-service.blogspot.com/2013/05/marks-and-
spencers-current-4-ps-of.html >.