R/508/0486 Marketing Essentials

INTERNATIONAL SCHOOL OF MANAGEMENT & TECHNOLOGY
ASSIGNMENT COVER SHEET
STUDENT DETAILS
Student ID Reg No.
Family Name Hamal Given Name Manish Hamal
Enrolment Year 2019 Section A
Semester 1 Email [e-mail]
UNIT DETAILS
Unit Title Marketing Essentials Unit Code R/508/0486
Assessor Name Pawan Adhikari Issued Date 24th December 2019
Assignment Title Understanding marketing essentials
Assignment No 01 Submission Date 5th feb 2021
Qualification BBA Campus ISMT

MARKETING
STUDENT ASSESSMENT SUBMISSION AND DECLARATION
When submitting evidence for assessment, each student must sign a declaration confirming that
the work is their own.
Student Name Manish Hamal Assessor Name Pawan Adhikari
Issue Date 24th December 2019 Submission Date 5th feb 2021
Programme
BTEC HND in Business
Unit Name Marketing Essentials
Assignment Title Understanding marketing essentials
Plagiarism
Plagiarism is a particular form of cheating. Plagiarism must be avoided at all costs and students
who break the rules, however innocently, may be penalized. It is your responsibility to ensure
that you understand correct referencing practices. As a university level student, you are expected
to use appropriate references throughout and keep carefully detailed notes of all your sources of
materials for material you have used in your work, including any material downloaded from the
Internet. Please consult the relevant unit lecturer or your course tutor if you need any further
advice.
Student Declaration
2 | P a g e
I certify that the assignment submission is entirely my own work and I fully understand
the consequences of plagiarism. I understand that making a false declaration is a form of
malpractice.
Student signature: Date:
Pearson Education 2018
Higher Education Qualifications

MARKETING
Part 1 Scenario
You are working in a trading company as a junior marketing manager. As a part of PDP you
have to produce some evidence that you are learning and improving continuously. One of the
ways to show such evidence is that you write some articles which will be published in a
magazine published. This time you are thinking of writing an article which will help readers
understand the role of marketing and how it interrelates with other functional units of an
organization. You are writing an article based on your own reading and work experience at the
trading company.
The article will include the following:
Introduction to the concept of marketing.
An overview of the different marketing processes.
Explain the key roles and responsibilities of the marketing function and analyse the
roles and responsibilities in the context of the marketing environment.
Explanation of the role and responsibilities of a marketing manager in the context of
the organization and analyze the significance of interrelationships between marketing
and other functional units of the organization.
Write few paragraphs as concluding remarks that critically analyze and evaluate the
key elements of the marketing function and how they interrelate with other functional
units of an organization.
Part 2 Scenario
Imagine that you have been appointed as the new Marketing Manager for the trading company.
The first objective you have been set is to research the competition and produce a marketing plan
based on your findings. This part of the assignment has two sections:
3 | P a g e

MARKETING
Section A:
Based on your research, compare how [Organization A] and [Organization B] use the various
elements of the 7Ps marketing mix. This will be submitted as a briefing paper for the marketing
team.
The briefing paper will explain how the marketing mix and marketing process is used to achieve
business objectives, relating to the two chosen organisations. This research will inform your
situational analysis and enable you to formulate marketing goals and objectives for your
organisation based on the comparative findings. This will also evaluate different tactics applied
by organisations to demonstrate how business objectives can be achieved.
Section B:
Produce a marketing plan to meet marketing goals and objectives. The marketing plan should
include all elements of the 7Ps marketing mix, with an action plan and measures for monitoring
and evaluating progress and meeting of goals and objectives.
4 | P a g e

MARKETING
Contents
PART: 1....................................................................................................................................7
Concept of Marketing......................................................................................................................7
Roles and responsibilities of marketing manager in an organisation:...........................................19
Some of the elements of marketing functions:...........................................................................21
Interrelationship between marketing and other functional units of the organisation:...................22
Conclusion:....................................................................................................................................25
PART: 2.........................................................................................................................................29
Marketing mix:...........................................................................................................................29
The 7ps of marketing:................................................................................................................29
Marketing mix of Coca Cola Company:........................................................................................32
Tactics applied in achieving business objectives: (Ingram, 2021)................................................34
Marketing plan:..............................................................................................................................35
Conclusion:....................................................................................................................................44
5 | P a g e

MARKETING
Acknowledgement
This project has needed a lot of commitment from me. However, without the generous support
and assistance of many individuals and organizations, it would not have been possible. I'd like to
express my deepest gratitude to each and every one of them.
I am extremely grateful to Pawan adhikari for his encouragement and continuous oversight, as
well as for providing necessary project details and for his assistance in completing the project.
I'd like to express my gratitude to my parents and members of ISMT for their support and
motivation in helping me finish this project.
I'd like to express my heartfelt gratitude and appreciation to those in the industry who have given
me their time and energy.
My gratitude and appreciation also extend to my project development colleague and those who
have volunteered to assist me with their skills.
6 | P a g e

MARKETING
PART: 1
The role of marketing and how it interrelates with other functional units of an organization.
Concept of Marketing
The art and science of selecting target
market and attracting, holding, increasing
customers through creating, delivering and
communicating superior customer value is
known as marketing. Dr. Philip Kotler
defines marketing as “the science and art of
exploring, creating, and delivering value to
satisfy the needs of a target market at a
profit". Marketing identifies unfulfilled
needs and desires. Marketing is not only
about publicity, advertisement and sales
techniques but in overall marketing is
identifying the right customer segment,
design, develop and produce a product as
per the customer need. Nevertheless,
marketing is not solely a function of profit-
driven businesses; even public organizations
such as hospitals, schools, and museums
engage in marketing in some capacity.
Within the broader area of marketing,
merchandise sales is more focused with
boosting the sale of goods and services to
consumers (i.e., retailing) and is therefore
more associated with free-market
economies. (Grayson, 2021)
Marketing and Marketing concepts both are
related with:
NEEDS: Needs is something that people live
the stable happy and safe life. Needs can be
objective and physical like need for water,
food, accommodation. Likewise needs also
can be subjective and psychological like
self-esteem, social group etc. Education and
healthcare have become an increasingly
7 | P a g e

MARKETING
important element of today's needs. In
general, things that fall under the necessities
category do not need to be pushed.
Instead, the customer purchases it on their
own. However, in today's difficult and
competitive market, so many businesses
have created the same offering to meet the
customer's needs that even the "needs
category product" must be pushed into the
customer's head.
Agriculture, Real Estate (land always
appreciates), FMCG, and other examples of
requirements category items or sectors
(Bhasin, 2021)
WANTS: Wants are simply desire or
peoples wish. This is not a basic need for
survival rather it is shaped by culture and
tradition, groups etc. Wants are one point
ahead of needs, and they are mostly
dependent on the human needs. People, for
example, require bathing. However, they all
take baths with the nicest soaps. As a result,
desires are not a necessary aspect of life.
People do not require a pleasant smelling
soap, but they will use it since it is wanted.
(Bhasin, 2021)
DEMANDS: demand refers to the
consumer’s desire and ability to purchase
the goods and services available in the
market. When a person desires something
high-end but also has the financial means to
acquire it, his desires are transformed into
demands. Desire is the fundamental
distinction between desires and demands. A
customer may want something, but he or she
may not be able to get it. (Bhasin, 2021)
Examples of demands are cruises, BMWs,
and five-star hotels.
FIVE CONCEPTS OF MARKETING:
PRODUCTION CONCEPT:
Production concept believes in favor of
availability of product and equally
affordable. It is all about mass production
and distributions or in simple producing
more and earning more. The production
concept emphasizes the company's capacity
to raise output while reducing costs.
Companies that opt to shift their product's
manufacture elsewhere are an excellent
example of this concept—lowering the cost
of production while increasing profits. The
products can typically be sold for a reduced
price with this strategy, which appeals to
many buyers; nevertheless, there is usually a
tradeoff in terms of lower quality in the
finished products. (Shaw, 2021)
ASSUMPTIONS:
8 | P a g e