Marketing Processes and Planning Unit 2 - Desklib

Marketing Processes
and Planning unit 2

Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY ..................................................................................................................................4
An explanation of the concept/definition of marketing in the 21st century ...............................4
Description of the role of marketing function with examples from the chosen organisation.....4
An analysis of how the marketing function works and interacts with other departments .........5
Marketing mix ............................................................................................................................6
An evaluation of how the marketing mix adopted by the selected business (or business unit)
contributes to the success of the organisation in meeting their overall business objectives.......8
Marketing plan ...........................................................................................................................8
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is a method that companies use for research, selling, promotion and distribution
of products and services to the ultimate customer. Marketing can be defined as a process of
buying and selling of goods and services to other businesses or consumers (Docquier, 2018). It
plays an important role in an organization because it helps in sharing the idea and concept of the
product to the right audience. It is necessary to choose the right marketing tool that helps in
creating brand awareness in the minds of customers. Uber Eats is regarded as an Online food
delivering company which was launched in the year 2014 by Uber. The report outlines about the
concept and role of marketing functions that help Uber Eats in analysing the working of
marketing with other departments. The report also discussed about marketing mix strategy that
help the company in achieving the desired objectives.
MAIN BODY
An explanation of the concept/definition of marketing in the 21st century
According to the author Twin(2021), marketing is considered as an activity that company
uses to promote the sell of goods and services for target customers (Bothma and Kühn, 2018).
Marketing can be defined as a process in which both traditional and digital channels are
combined for promoting the products and services.
Description of the role of marketing function with examples from the chosen organisation
The role of marketing functions helps company in understanding the customers requirements and
feedback to ensure that right products and services are reaching in the market (Ferré Belda,
2021). Uber Eats is offering a wide range of products in the market to satisfy the needs of the
consumers. The marketing function at Uber Eats has followed a marketing technique that aims at
producing different range of quality products at varied price so that they reach a wide range of
customers . The main functions of marketing are:
 Identifying customers needs– The first step of marketing is to identify the taste and
preferences of the customer that are available in the market (Gonçalves, 2020). In context
of Uber Eats, the manager mainly focuses on identifying the needs and wants of the
customers so that they offer products and services according to their preferences. The
company analysis needs of customer through surveys, interviews and social listening.
 Strategic Product Planning – Planning is a process of analysing activities which are
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