Marketing: Definition, Nature, Concepts, Current and Future Trends

This presentation provides an overview of marketing, including its definition, nature, concepts, current and future trends. It also discusses the impact of external environment on marketing activity and explores the structure and operations of marketing departments. References are provided for further reading.

MARKETING

Table of Content
 Introduction
 Definition of marketing
 Nature of marketing
 Marketing concepts
 Current trends
 Future trends
 Structures and operations of marketing department
 Marketing process

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 Different roles of marketing in context of B2C and B2B
 Interrelation between marketing and other functional
units.
 Conclusion
 References

Introduction
British Airway, which is a well known and leading airline across
UK in respect of their fleet size as well as global destination
flights. Also, in context of carrying passengers it comes at
second position and having headquarters is in London,
England. The topic which are going to be discussed in this
report are Marketing definition, nature, concepts, current and
future trends, impact and influences of external environment
on marketing activity.

Definition of marketing
As per the Philip Kotler, marketing is considered as managerial
and societal procedures through which group of person
acquire what it required as well as desires by offering,
developing and freely exchanging goods or services of value
with other individuals.

Nature of marketing
Marketing is regarded as difficult aspects as well as it not at all
sum up to sales on their own. Therefore, few marketing nature is
social procedures, economical, administrative function and
others. Some of them are described underneath:
 Marketing as administrative function.
 Marketing s a human activity.

Role of marketing
Marketing plays essential role within all organizations such as
British Airways. Some of the role of marketing that are
played in respective firm are described below:
 Analyzing and researching market.
 Managing company’s brand.

Marketing concepts
Marketing concepts is stated as plan of action that firm implements
in order to satisfy the audience’s desires, maximise sales, enhance
profit and beat rivalry. Therefore, there are few concepts of
marketing which may be useful for British Airways are described
underneath:
 Product concept
 Selling concept
 Production concept
 Marketing concept
 Societal marketing concept

Current trends
Now a day, entities have been opting numerous ways of
marketing in order to obtain more audience’s attention
towards their offerings. Few present trends which British
Airways would adopt for their marketing are discussed
below:
 Social media marketing
 Advertisement campaigns

Future trends
There are few upcoming marketing trends which British
Airways can apply for its business development. Some trends
are as follows:
 Biometrics
 Block chain technology

Structure and operation of
marketing departments
The marketing department structure will fluctuates based upon the
needs of business. Basically, there is a leader, higher level
executives who formed tactics as well as observed operations of
group. All managers manages its group and experts who do
their works within team.

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Marketing department works on numerous practices into British
Airways that are described underneath:
 Brand Management
 Market analysis and research

Overview of marketing process
Marketing procedures includes numerous ways under which
value may be formed for audiences in order to satisfy their
desires. It is regarded as never ending set of action and
reaction within entity an consumers. In this, situation is
analysed to identify opportunities, tactics is formed for
proposition of value, strategically decisions are formulated,
and plan is executed as well as results are observed.

Cont…..
Therefore, British Airways may use particular procedures to
explore their enterprises appropriately and efficiently. Whole
steps are described underneath:
 Situational analysis
 Marketing strategy
 Marketing mix decisions
 Execution and control

Different roles of marketing in
context of B2C and B2B
Marketing role is to transform entities within customers driven
enterprises. Business to customer (B2C) is stated as methods
under which offerings are available directly within clients as
well as business who are end user of its offerings. While
Business to Business (B2B) is a form of transactions within
entities such as one included into producer and wholesaler
and wholesaler to retailer.

Interrelationship among
functional units and marketing.
Marketing department of entity is limited to perform
efficaciously with other functional areas in order to assure
development of business operations. So, those interrelation are
described underneath:
 Marketing with HR
 Marketing with finance

Conclusion
Based on above report, this has been concluded that marketing
plays one of the vital role f entity so it is essential for them to
identify their roles and accountabilities effective and
efficiently. Moreover, this is also crucial to capture audience’s
attention towards their offerings and obtain huge profit.

References
 Ottman, J., 2020. The new rules of green marketing:
Strategies, tools, and inspiration for sustainable branding.
Routledge.
 Pike, S., 2020. Destination marketing: essentials. Routledge.
 Ryan, D., 2019. Understanding digital marketing: marketing
strategies for engaging the digital generation. Kogan Page
Publishers.

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