Marketing Processes and Planning for Desklib Online Library

Marketing Processes and
Planning

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
LO1..................................................................................................................................................3
Explaining roles and responsibilities of marketing for wider organizational context.................3
Key roles and responsibility of marketing function....................................................................4
LO2..................................................................................................................................................5
Comparison of ways in which organizations apply marketing mix to achieve business
objectives.....................................................................................................................................5
LO3..................................................................................................................................................7
Marketing plan.............................................................................................................................7
LO4................................................................................................................................................11
Comprehensive media plan........................................................................................................11
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing refers to the activities of the company which is undertaken for the promotion
of the buying and selling of products and services. These practices include the advertising,
selling and delivering products for the consumers or business products for the consumers to
business. This is considered to be the effective for the affiliating on the behalf of the company.
Two chosen organization in this project is Tesco and Marks & Spencer. In this project the role of
marketing is interrelated to the other business units for an organization. In this project the
comparison of the ways in which two different organization utilize their marketing mix will be
done. This project will be providing the marketing plan for the organization to meet the
marketing objectives. This project will also develop a marketing plan for supporting a marketing
campaign for an organization.
MAIN BODY
LO1
Explaining roles and responsibilities of marketing for wider organizational context
Marketing refers to the activities of the company which is undertaken for the promotion of
the buying and selling of products and services.
In Tesco the roles and responsibilities of the marketing are as follows,
Use of category sales :

Marketing for retailers helps in the categorization of the type of product that are offered
in retail customers. These products are that are sold in the grocery stores are defined as the
categories of food, beverage, laundry, snacks and others.
Cross-selling and Up-selling :
Tesco uses marketing as a strategy to cross-sell and up-sell products and merchandise to
increase the overall expenditure (Huang and Rust, 2021).
Impact of shopper Navigation :
With the help of marketing practices the supermarkets are able to guide the customers
towards the products. This is helpful for the retailers like Tesco to influences the customers
towards buying the products that they want.
Focus on customers relationship management :
The CRM is the factor which is considered to be the one that has been influenced with
the development of data bases that helps the target customers based on their product preferences,
expenditure and more.
The interrelationships of marketing function with other organizational functions can be
explained as the marketing function which are part of business. This is the departments
functional units which are connected to each other. Marketing helps the business to attract the
customers which is helpful for the development of the interest in their products. This is
considered to be essential for selling products and services which meets the wants and needs of
the customers. The synergy and close communication between these functions help business like
Tesco to achieve its targets and goals.
Key roles and responsibility of marketing function
Role of marketing with production, sales, HR, Finance and Research and development
important to be considered for focusing on the efficiency in the management operations.
Following are the roles and responsibilities of the marketing function in the organization,
Defining and managing your brand :
This is also considered to be the factor which is helpful for the definition of the stand for
which helps the business in acting as it turns and defines the experience of the want of the
customers and partners to have the interaction of the company acts which is helpful for defining
the experience that the customers and partners have when they are able to interact.

Marketing Processes and
Planning

TABLE OF CONTENTS
INTRODUCTION............................................................................................................................3
MAIN BODY...................................................................................................................................3
PART 3............................................................................................................................................3
Marketing plan.............................................................................................................................3
Media plan....................................................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES.................................................................................................................................8