Marketing Essentials: The role and responsibility of Marketing

The following report discusses the roles and responsibilities of marketing, a key function of marketing, and analyzes the micro and macro environment. Further, it gives details about the role of marketing in B2B and B2C and its interrelationship of it with other functional units of the organisation. The report takes the example of Price Water House Coopers (PwC) for understanding the topic.

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Qualification BTEC Level 4 HND Diploma in Business
Unit number and title Unit 2 Marketing Essentials
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www.pwc.com.vn/
PwC
Company
Report
2021
PricewaterhouseCoopers
(Viet Nam)Ltd.

Table of Content:
I. Introduction: ................................................................................................................. 9
II. The role and responsibility of Marketing in an organisation: ...................................... 10
1. Definition of marketing: ........................................................................................ 10
2. The key function of Marketing: .............................................................................. 11
2.1. Understand the marketplace and customer needs and want: ....................... 11
2.2. Design a customer-focused marketing strategy: ........................................... 12
2.3 Constructing an integrated marketing plan that delivers superior value: ....... 13
2.4. Build profitable relationships and create customer delight: ........................... 13
2.5. Capture value from customers to create profits and customer quality: ......... 14
3. Marketing management orientation: .................................................................... 14
III. Marketing environment: ............................................................................................ 17
1. Micro environment: .............................................................................................. 17
1.1. Internal environment: .................................................................................... 18
1.2. External environment: ................................................................................... 19
2. Macro environment: ............................................................................................. 22
2.1. Demographic environment: ........................................................................... 22
2.2. Economic environment: ................................................................................ 23
2.3. Natural environment: ..................................................................................... 24
2.4. Technological environment: .......................................................................... 25
2.5. Political environment: .................................................................................... 25
2.6. Social- Cultural environment: ........................................................................ 26
IV. The different roles of marketing in B2C and B2B: .................................................... 27
V. The interrelationships of Marketing with other functional units: ................................. 29

1. Marketing department supports other departments: ............................................ 29
2. Potential conflicts between Marketing department and other departments of the
organisation: .............................................................................................................. 30
3. The significance of interrelationships between marketing and other functional
units of PwC: .............................................................................................................. 31
3.1. Interrelationships between marketing and research and technological
development units:.................................................................................................. 31
3.2. Interrelationships between marketing and human resources department: .... 31
VI. The key elements of the marketing function and their interrelate with other functional
units: .............................................................................................................................. 32
VII. Conclusion: ............................................................................................................. 33
VIII. References:............................................................................................................ 33

I. Introduction:
During the preceding decade, the Vietnamese economy changed from a farm to a
commercial one. We have grown and continuously extended the company to more than
76,000 registered firms in 2013. With economic growth and economic disputes,
investors began to examine the financial statements of the company and mistrust them.
They now need greater confidence, tighter scrutiny and help to generate money from
the company's lowest-threat shares. As a result, auditing has become more important
than ever. In VietNam, one out of the big four’s giant of audit world is
PricewaterhouseCoopers VietNam (PwC VietNam)- is a member of the PwC
International Limited network with offices in 155 countries and over 284,000 employees
that provides high-quality audit, tax, advistory, risk assurance service and management
consulting services. PwC VietNam is also proud to have long-standing relationships with
AIA Insurance Company, HSBC Bank, JPMorgan Chase Bank, IBM, Ford, and
Prudential. With two offices in Ho Chi Minh City and Ha Noi, they have over 720 skilled
workers with extensive knowledge and economic acumen. As a new Marketing
Executive for the company, the report that I present below compares the importance of
the Marketing department's function and duties in business development. And I believe
that the marketing department is critical to the company's success and development.
( VTV24, June 30, 2017)

II. The role and responsibility of Marketing in an
organisation:
1. Definition of marketing:
There are a lot of various definitions of marketing. It has expanded over many years and
is of great significance. According to American Marketing Association (AMA), marketing
is a series of steps included the design, pricing, marketing and concept propagation,
products and services for the trade and the fulfillment of individual and corporate goals (
AMA, 1985). In 2001, The Chartered Institute of Marketing ( CIM) considered marketing
is also need the management process in charge of discovering, predicting, and
economically meeting customer expectations (CIM, 2001). Following Kotler and
Armstrong, marketing is a method through which firms generate customer value by
creating a strong relationship and maintain their reputation in client’s minds to collect
consumer value in exchange (Kotler & Amstrong, 2013).
( Definition of Marketing, April 18, 2021)

2. The key function of Marketing:
Marketing process includes a sequence of procedures that allow the companies can
discover the customer’s problem and demand. They will analyse relevant risk factor,
develop marketing materials that reach the requested public. Through marketing,
businesses can gain a greater understanding of clients, build exceptional customer
relationships and generate income for companies. Each company must therefore take
five measures: understand the marketplace and customer needs and wants, design a
customer-driven marketing strategy, constructing an integrated marketing plan that
delivers superior value, build profitable relationships and create customer delight, and
capture value from customers to create profits and customer quality.
(Iedunote, n.d.)
2.1. Understand the marketplace and customer needs and want:
The first factor is understand the marketplace and customer needs and want. The
market economy thrives via the production of consumer products. Access to the

demand from the client therefore plays a key function for any company. A strategic
marketing choice will be successful if it can determine what customers want and need.
The customer's needs stem from the basic physical necessities, like food, drink,
shelter or sleep, that are vital in their lives. It may also refer to a person's emotional and
social requirements, such as love, esteem, happiness, or safety. And the company will
rely on " consumer preferences " to develop a marketing strategy that would entice
customers. On the other side, the consumer want to include the items or services that
are not necessary for people, but exist if people want their favourites or their specific
demands.
Discuss about PwC VietNam:
Customer’s need: PwC is a market leader in audit services. Every PwC customer
demanded the highest level of PwC quality based on the audit platform that PwC had
made public. PwC's marketing department must updating and publicizing quality
certificates issued by audit organizations in order to build trust with their clients.
Customer’s want: Apart from audit services, PwC's risk assurance advice is another
factor that contributes to PwC Vietnam's and PwC Global's reputation. Particularly in the
case of the Covid-19 pandemic, risk assurance is a critical service for any company
dealing with business disruption. It is the strategy that PwC's marketers should be
focusing on.
2.2. Design a customer-focused marketing strategy:
The second aspect is to design a customer-focused marketing strategy. This may
reveal that the firm focuses on the consumer who will purchase the goods rather than
focusing just on the product. The primary goal is to meet the client's needs and desires
while also making adaptive corporate adjustments. Creating a customer-driven
marketing strategy necessitates four steps: marketing management, defined market
segmentation, marketing targets, and identifying the value proposition.

Discuss about PwC VietNam:
PwC's market segmentation will focus on large cities such as Ho Chi Minh and Ha Noi,
which are the hubs of Vietnam's key economic markets. According to PwC's business
study 2021, the potential market in Vietnam is family enterprise. Family businesses
contributed 25% of the country's GDP, with 65% of Vietnamese businesses expecting
growth in 2021 and 75% in 2022. PwC's marketing staff should develop a range of
strategies for applying these potential markets. (PwC, n.d.)
2.3 Constructing an integrated marketing plan that delivers superior
value:
The next one is constructing an integrated marketing plan that delivers superior value.
Integrated marketing is a plan to provide the whole marketing channel your brand
utilizes with a cohesive and holistic message. Integrated marketing ensures consistent
interaction between customers and a brand.
Discuss about PwC VietNam:
PwC's marketing division develops PwC Corporate Finance on an integrated M&A
platform - is the largest and most established M&A advising network, with over 3.700
investment banking specialists.. With the goal of providing clients with an unique and
unrivaled experience. PwC provides in-depth financial assistance to over 462 firms in
2019, with a total deal value of $73 billion. (PwC, n.d.)
2.4. Build profitable relationships and create customer delight:
Customers relationship management is a basic idea in the process of establishing a
connection between a customer and a provider. A smart firm will understand how to
satisfy consumers and develop their loyalty to the company's goods. Businesses will
strive to entice their consumers with promises of what they can provide, and as a
consequence, customers will receive more than they expected from that commitment.

That is why customers will select this firm over its competitors. Because they had
already gained the trust of their customer.
Discuss about PwC VietNam:
PwC develops client connections on the foundation of new technology, which produces
distinctive with purpose and makes a compelling impact in the minds of customers. By
marketing their new audit technology, they may also make a guarantee to their
consumers regarding top audit quality service.
2.5. Capture value from customers to create profits and customer
quality:
From customer relationship management customer value has been built. The firm
cannot build the relationship alone and maintain client loyalty may be a difficult issue.
The equity of customers proves its performance of the company's present sales
offering. The firm must thus know how to have a positive attitude towards its customers
and avoid behaviors that might destroy connections.
Discuss about PwC VietNam:
Capturing value from consumers is one of PwC's top priorities. Every year, PwC's
marketing department creates a poll to assess consumer ideas and adapt methods to
retain client loyalty.
3. Marketing management orientation:
Marketing management orientation is a technique that any businesses may use to
improve their performance. Orientations play a role in assisting businesses in
understanding how to govern and conduct their firm. Businesses may make a lot of
money while also satisfying their consumers if they focus on marketing. Marketing
management orientations are classified into five types, each with its unique purpose in

company. comprising the production concept, the product concept, the selling concept,
the marketing concept, and the social concept.
Production concept
The classic definition in business is the production idea. It is the
notion that customers will be able to get everything they want at
a lower cost and with a wider range of options. The more items
produced, the lower the cost. That is, businesses focus solely
on production pace rather than product quality. In certain
developing nations, this idea is beneficial in attracting
inexpensive and accessible labor, saving the company's budget
while simultaneously boosting production efficiency and
maintaining the company's reputation.
Product concept
The product's quality, performance, and innovation are at the
heart of this idea. Businesses want to please their consumers
by developing new products, creating new things, and
supporting the greatest features. A company will not make its
goods widely available. They just make their product the finest it
can be, and buyers are drawn in by this. As a result, a strong
relationship between the company and its consumers was
established.
Selling concept
This is how company may persuade people to purchase their
product. Customers sometime feel that they have hesitation
regarding a single product and need to be motivated by the
persuasion and the sale activity that may transform the inert
demand. This shows that the company product attracts more
clients than its competitors
Marketing concept
This idea is about enhancing a company's capacity to earn a
high profit by providing a better value to consumers than
competitors. Every business must analyze the market, create a

marketing plan, publicize the goods, and want consumers. If the
company's plan is accomplished, they will be able to generate
income while simultaneously establishing a positive reputation
in the eyes of their customers.
Social concept
Marketers have a moral obligation to advertise a good product
of higher quality than the client expects. When developing a
marketing plan, marketers must consider how this notion may
affect the environment, health, or safety of their customers.
Instead of focusing just on themselves, they should prioritize the
benefit of their consumers.
Discuss about PwC VietNam:
Product concept
PwC's strength is its excellent audit quality. They put the most
innovative technology in the hands of their customers, making
a difference for audit clients and the rest of the world. PwC has
created the AURA platform, which powers the audit, by
merging people and technology. AURA is a PwC audit ERP
where they create and carry out audit plans and bring the best
result to their customers.
Marketing concept
PwC uses its achievements to improve its reputation by
organizing large-scale clients and taking part in talks around
institutions. The news about PwC's progress will serve as a
basis for what service it provides customers with the best
results.
Social concept Moving between various auditors' places was indirectly bad for
the environment through air travel. This might be one of the

reasons why customers have a negative perception of PwC.
PwC built the carbon offset project in fiscal years 2020 and
committed to reducing greenhouse gas emissions by half by
2030 by developing remote auditing procedures while
maintaining audit quality.
III. Marketing environment:
The marketing environment includes internal and external elements that may impact
business operations and the capacity to provide customer service. Micro- and macro-
environments are the marketing environment separated into two components.
1. Micro environment:
What is Microenvironment? Actors and Examples
(Minh Tu, August 06, 2020)

The microenvironment is closely linked to the firm and is the direct influence on the
company's success and capacity to support consumers. There are two traits in the
micro environment that are internal and external.
1.1. Internal environment:
Inner factor is the first. The internal environment is based on an organisation's internal
elements. When planning the marketing strategy of companies, they are to combine a
large number of departments that have different tasks to support each other, including
top management that decides on the plan, the mission of the unit and the goals of the
firm and assess the process as well as financial management that is responsible for
establishing the budget, R&D, research and the survey that understands the situation
The marketing manager is the final person in the marketing strategy to make a decision.
All of these departments have a close connection that creates a company's internal
environment and shares responsibilities for market understanding and the marketing
departments with customers.
Discuss about PwC VietNam:
PwC's concept of building social trust and addressing major challenges is its goal. As a
major corporation, PwC considers it is primarily responsible to the company and to the
community and the environment. It's not only nice method to preserve people's
confidence and demonstrate it, but also smart business. PwC's reputation does not end
with audit services. The active PwC Corporate Finance Network, which has over 3,700
professional employees spread over 60 countries, is part of a marketing strategy that
aims to grow PwC's brand by providing in-depth execution and exceptional knowledge
in cross-border transactions that no other firm can match. In fiscal year 2019, PwC
Corporate Finance Network reported an increase in reputation when providing in-depth
financial assistance to 426 clients internationally, with a total transaction value of $73
billion. Mergermarket, Bloomberg, and Thomson Reuters have named PwC the no.1
M&A Financial Advisor for APAC in 2020.(PwC,n.d)

1.2. External environment:
An external environment is the second component. Factors beyond the Company that
may impact companies including suppliers, marketing intermediaries, competition
companies, the public and consumers are the external environment. Suppliers are key
corporate partners. They supply the material for the production of the goods and
products for consumers by the firm. In the event of issues for suppliers, marketing
campaigns will be put under strain. The lack of materials and delays can influence
manufacturing and reduce the sales costs. The next category is marketing
intermediaries. Marketing intermediates are individuals or groups who support a firm
produce, distribute, promote, and market its goods or services. This aspect include
Resellers, Physical distribution firms, Marketing services agencies, Financial
intermediaries. Resellers are a type of e-commerce company that does not direct joint
or manufacture a product for clients. When a firm needs to locate customers quickly,
resellers will do the job. They act as a middleman, purchasing the goods and reselling it
to clients who require the product's brand. Physical distribution businesses will
transport products from the corporation to retail outlets and sell them. Once the
company's clients have been identified, marketing services agencies will promote the
company's product to them. They will be in charge of digital marketing, content
production, website development, and advertising for the company. For financial
transactions, such as commercial banks, investment banks, common fund or retirement
funds, financial agents shall be intermediates. Companies that compete are the third
external environment element. Competitors have both positive and negative effects on
the firm. On one hand, it serves as a motivator, encouraging the firm to work more in
order to outperform its competition. On the other side, it has an impact on the
company's sales rate and revenue. To place a firm's goods in the minds of its
customers, any company requires clever marketing strategies to attract customers that
its competitors do not have. Another influence in the external environment is the public.
The public consists of organizations that can have an impact on the company's goals.
There are 7 types of publics, includingFinancial publics, Media publics, Government
publics, Citizen-action publics, Local publics, General public, and Internal publics. The

final consideration is the consumer. Consumers are the most significant element that
may affect a company's earnings and marketing strategy. To raise customer rates, the
marketing department should defined the consumers behaviour and produce more
innovative and appealing advertisements. Consumer markets, Business markets,
Reseller markets, Government markets, and International markets are the five client
markets.
Discuss about PwC VietNam:
Suppliers
With an organization where workers are the sole source of supply as
PwC. They are constantly concerned about a lack of professional
service personnel across major divisions, with the highest demand for
risk and audit staff. PwC's marketing department must do research
and develop an appealing recruitment strategy that can outperform the
firm's strength and reputation. As a result, they are able to attract the
best competent personnel for the firm. ( PwC, n.d)
Marketing
intermediaries
PwC's marketers collaborated with their marketing intermediates in the
worldwide Media practice to launch annual Global Entertainment &
Media Outlook, which maximizes their value to businesses by
assisting them in understanding how the environment is performing
and developing customer business strategies. ( PwC, n.d)
Competitors
Together with PwC, Deloitte is also a behemoth in the audit business
and one of the major rivals, providing high-quality audit services and
having a large effect in the financial market. So, in order to keep the
business image in the minds of customers, the marketing department
must develop marketing tactics to enhance PwC's reputation. Building
consumer trust, ensuring quality in audit procedures, and acting with
integrity even when no one is looking is the goal that the marketing

department wants to send customers and rivals. PwC Vietnam was
honored in 2020 as one of the Best Companies to Work For in Asia
2020 by HR Asia magazine, Asia's most powerful journal for the top
HR professionals. PwC surpasses over 60 companies on the list,
including Deloitte. ( PwC, 2020)
Publics
Since its founding, PwC's marketing department has developed public
webpages in the regions where PwC is located, and it also publishes
news releases, business articles, market research reports, and market
alerts on social media platforms such as Facebook and Twitter. PwC
also promotes its strength and reputation by organizing lectures at
colleges across the world. ( PwC, n.d)
Customers
PwC's customers continuously expect the greatest quality in audit
procedures since auditing is a vital examination for any organization.
In the backdrop of the Covid-19 pandemic, PwC's marketing group
must analyze consumer demands and create a variety of marketing
techniques to satisfy those needs. In fiscal year 2021, PwC invest $12
billion in global initiatives known as the new equation, in which a
platform technology integrating human-lead and tech-powered will
assist PwC's partners in changing with the proper organizational
performance. PwC's new equation will foster trust and enhance long-
term growth for its partners. (PwC, 2021)

2. Macro environment:
(getmerit, October 18, 2015)
The macroenvironment consists of the factors that surround the business environment.
These factors generate both opportunities and risks for commercial activity. It is divided
into six categories: demographic, economic, natural, technical, political, and cultural.
2.1. Demographic environment:
The term "demographic environment" refers to the human population as a whole,
which includes factors such as size, gender, age, location, occupation, and so on.
Marketers must focus on this force because population growth has a direct impact on
business sales costs. A minor change in the demongraphiccan have an impact on the
company's activities. Changes in age structure and family structure are two major forces
that marketers must consider. The changing age structure will put pressure on
developing countries, which are dealing with an aging population. It will have an impact
on the marketing department by decrease the vibrancy due to a shortage of young
workers. And they must change strategies in order to transform the market for the
product. The second aspect is the change of family structure. Unmarried women are

becoming more prevalent than ever before. They would rather focus on their career and
devote their time to self-care than stay at home. Therefore, marketers are the persons
who investigate and develop marketing strategy in keeping with current trends.
Discuss about PwC VietNam:
Today more than ever, people can readily perceive that women have a specific place in
any large corporation, community, or political system. That is why an increasing number
of women desire to be financially independent and not be bound by marriage. They are
more likely to enjoy a single life than ever before . As a result of the shift in family
structure, PwC's marketing department must develop an innovative approach to meet
the demands of these women. In 2019, PwC hosted a Females of the Future event for
everyone on a single day at the PwC headquarters. These initiatives were created to
encourage and support individuals, particularly women, in learning more about PwC.
Furthermore, in one day, participants may interact with PwC's group activities, which
can help them understand their talents, core values, and how these values can be used
in their profession. ( PwC, n.d)
2.2. Economic environment:
The economic environment has a significant impact on whether a company's product
can continue to survive in the market. It may also have an impact on customer buying
power and company strategy. GDP, personal income, VAT, unemployment, or spending
patterns are examples of economic issues that demand the marketing department's
attention.
Discuss about PwC VietNam:
The fast spread of Covid-19, along with the unknown events that lie ahead, is causing a
terrible moment for everyone. Coronavirus affects both individuals and companies and
customers in the impacted area. PwC is not an exception. PwC's audit service in
Vietnam, in particular, and globally in general, has been severely disrupted by covid-19.
As a result of this issue, PwC's marketing section should focuses on crisis management

for the company's customers rather than audit services throughout the day. As a global
leader in crisis management, PwC have extensive expertise assisting clients in
overcoming disruptions. PwC's Global Crisis Centre, which invests in unique crisis
assessment and management technologies to assist its clients in understanding their
present situation and providing immediate assistance when a problem arises during the
pandemic period. ( PwC, n.d)
2.3. Natural environment:
The natural environment is very essential to the organization. If the marketing
department does not pay attention to these dynamics, it will have a direct impact on
marketing efforts. This includes rising pollution, raw material shortages, and more
government interference.
Discuss about PwC VietNam:
Concerns about the environment have risen in recent years. Prior to the outbreak of a
pandemic, increasing pollution was a major concern in all countries. In fiscal year 2019,
PwC recorded that the emissions connected with flying account for around 85 percent of
PwC's overall carbon footprint. This has produced a negative impression of PwC's
image in the eyes of customers. However, a Covid-19 epidemic occurs, forcing
individuals to work remotely. PwC's marketing department uses this opportunity to
develop new methods that can re-capture the attention of customers while also
improving the company's image. The Net Zero initiative is PwC's goal to reducing
greenhouse gas emissions by 50% by 2030. PwC will also improve energy efficiency at
their office over the next decade, reducing half of their emissions from business travel.
Furthermore, PwC's marketing team advised that advisory activities be linked with the
climate shift and environment, in order to give clients with an understanding of the risk
and potential with transferring their business operations.( PwC Global, n.d.)

2.4. Technological environment:
Technology is the component that changes the most quickly of all. The more the market
develops, the more innovation technology is created. Furthermore, the need for
application technology in nearly all business divisions is becoming increasingly
common. As a result, marketing departments must work hard to keep up with the
changes in this aspect in order to avoid becoming obsolete and losing possibilities to
contact new markets.
Discuss about PwC VietNam:
Recognizing the potential in technological growth is a lever that will assist PwC in
reaching new heights in the financial sector. PwC's marketing staff must make a
concerted effort to constantly examine and investigate the latest trends in technology.
After that, they will collaborate and create breakthrough technologies that will be
unmatched and unrivaled by competition. Become the industry leader in audit
technology application. PwC receives Audit Innovation of the Year in 2019 for its
pioneering AI technology. Following the marketing unit research process, PwC has
already partnered with the world's top AI firm, Sillicon Valley, as well as Kaggle Grand
Master software engineers and England UI/UX graphic artists, to develop Cash.ai. This
is the first AI-powered program to automatically read, comprehend, and test client
documentation. It will completely support AI enable audit and enhance quality in a new
level by using an intelligent automated method. ( PwC global, 2019)
2.5. Political environment:
The political environment includes the legislation and government agencies that can
have an impact on business operations. Marketers must use caution when proposing
any initiative that may be restricted by government law. This has both an opportunity
and a threat on the side. It will be a shield that will safeguard the firm and ensure its
survival in the market. In the contract, if the legislation changes too often, it will have an
impact on the marketing plan and put pressure on the firm.

Discuss about PwC VietNam:
According to Article 21 of the Government Model Regulation, which was published
alongside Circular 66/2020/TT-BTC, which strictly requires the assurance and growth of
the quality of internal audit employed in Vietnamese enterprises. As a result, PwC's
marketing department must exercise caution in developing tactics that assure
compliance with the law while also ensuring PwC's long-term growth in Vietnam . In
order to have a significant presence in the Vietnamese market, PwC needed to make
public their methodology for controlling the quality of audit work that complied to
International Standards on Auditing (ISA). These systems must adhere to the
International Standard on Quality Control (ISQC), which was established by the
International Federation of Accountants (IFAC), as well as the quality management of
the auditing units and the examination of financial information in the past. Following
government acknowledgment of these standards, PwC's marketing division may use
them to boost the company's reputation in the eyes of customers. ( Transparent report
of PwC, 2020)
2.6. Social- Cultural environment:
The final component of the macroenvironment is the social-cultural environment. It
covers customer behavior, beliefs, and traits in the marketplace. People in each location
will hold distinct beliefs. As a result, marketers must research and comprehend the
culture of each location in which their firm want to operate in order to provide real plans
that are compatible with the culture of each country and human behavior. The lack of
study on cultural behavior can lead to failure in commercial activities of company.
Discuss about PwC VietNam:
Gender equality in society is growing in Vietnam as well. Women have an easier time
choosing a career, pursuing their ambitions, and rising to positions of influence in
society. Because of the shift in gender norms, PwC is now able to join the Vietnam
market. In Vietnam, a substantial number of women have a high level of education,
extensive knowledge, and a strong desire to work for a major business, presenting an

opportunity for PwC's marketers to build an innovative approach to attract potential
women. By promoting diversity in the workplace. PwC can simply win their clients'
sympathies. Furthermore, the consumer is female. Female employees are more likely to
grasp the customer's attitude than male employees. Thus, they easily to create the long-
term relationship with customer.
IV. The different roles of marketing in B2C and B2B:
B2B companies B2C companies
Definition
B2B firms are those whose
customers are other businesses.
They may act as middlemen, selling
products and services to the
ultimate consumers.
In the end, B2C clients will be daily
consumers. The distinction
between B2B and B2C consumers
necessitates distinct marketing
strategies.
Customers
relationship
B2B clients demanded a
professional marketing plan from a
marketer, which included rationality
and a high level of knowledge.
When it comes to business buyers,
the B2B market does not rely on
buyer emotions and instead focuses
on consumers' understanding of the
company's product that they wish to
introduce. The B2B market must
have created a method of
communicating the value of their
product to senior management, who
will be the company's customer,
In contrast to B2B, B2C will focus
on customers' emotions, behavior,
and demand at an appropriate
cost. In this corporate context,
customers constantly want their
demands met in a timely manner. If
a client cannot locate the thing that
they require, they will go to another
business. As a result, B2C
marketers must demonstrate to
their consumers how much care
they take of them. Furthermore, to
sustain customer relationships,
B2C marketers might establish a

also while ensuring the company's
reputation and long-term
commitment to them.
priority for clients, such as sending
a voucher, discount code, or shop
credit in the next purchase.
Buying
cycle
It takes a long time to sell a product
to another firm. B2B marketing
requires the development of a
detailed and customized marketing
plan for business customers. They
must illustrate how the company's
product will provide long-term value
and benefit to customers at each
stage of the purchasing cycle.
Instead of long commercials, the
B2C marketers should produce
short advertisements that are
straightforward and focus on the
company's product.
Target
audience
Typically, the target sector of B2B
business is small in scope. When
B2B marketers define their client
target and marketing tactics, they
must wait for other departments of
customer to examine them.
Following the assessment method
from potential customers, the
customer's top management will
spend funds to purchase the
company's goods.
B2C firms market directly promote
to ultimate consumers on a bigger
scale than B2B businesses.
Publicize the advertisement on the
website and establish the
legitimacy of the company's goods.
By promoting through reviews,
marketers may arouse the
emotions of potential customers.
Content
and
advertising
B2B content will be more serious
and detailed because customers
expect companies to know what is
essential to them. If B2B marketers
want to get a more subtle access to
their customers, they should
Consumers have already decided
what they want to purchase. So, a
hilarious advertisement with a
short manner to present the
company's goods that would
persuade people. The essential

publicize their product through
webinars or produce studies that
clearly describe the benefits of
using the company's product.
term on a website or blog that
allows customers to quickly find
the product they are looking for.
The closer a firm is to the top of
the research, the closer it is to
attracting clients as compared to
rivals.
V. The interrelationships of Marketing with other
functional units:
1. Marketing department supports other departments:
The marketing department is critical to the success of a firm. It is the group in charge
of idea creation, concept planning, and customer analysis, which covers demand, global
trends, brand preference, consumer behavior, and so on. Creating the concept and
communicating it to other units in charge of manufacturing a product, delivering a
service that meets consumer needs, and generating the business's desired income.
Different functional areas might develop plans based on research and information from
the marketing department. They will all work together to get the best potential outcome
for the company and to become the market leader in the economic market. For
example, integrating marketing and human resource divisions to recruit talented
workers and enhance the company's brand. The marketing team utilizes the market to
create a poll on social media that describes the job and the position for which the
potential employee want to apply. As a result, PwC’s HR department knows who their
target individual is and which channels are most suited to them. Furthermore, marketing
teams might develop a list of answers regarding certain prospective candidate

characteristics based on their data study. With this information already in finger, the HR
department can simply choose the best potential workers for the firm. The marketing
department also serves as a support team for the Research and development
department ( R&D). In PwC, R&D will be in charge of doing research and developing
new products for the firm. However, the marketing team will give the required up-to-date
market intelligence to assist R&D in understanding market demand during the
development phase. A new product that satisfies customer demand can expand pricing
power while lowering company risk.
2. Potential conflicts between Marketing department and other
departments of the organisation:
Aside from the unit's harmonic connection, the conflict is always present. In certain
companies, the relationship between the marketing and finance departments, as well
as the Game of Thrones conflicts, has never been better. PwC is not exemption.
Finance will act as a company's bank, administering budgets, assisting finance for other
units, examining and approving finance-related things requested from the marketing
department, preparing balances, and submitting an annual financial report to the
management and board of directors. As a result, when marketers wish to boost
marketing efforts, marketing teams will go to finance divisions to provide a portion of the
company's budget. And this seemingly simple activity turns into a fierce struggle
between the two divisions. Another common conflict in a firm is between marketing
units and production department. The primary goal of marketing is to identify clients
and offer the product that they desire in a timely manner. In which, production units are
the teams that directly the manufacturing of the product, and they may desire to
proceed slowly in order to achieve a higher quality product, which may reduce the return
rate and customer complaints. Thus, this has resulted in a disagreement between two
departments.

3. The significance of interrelationships between marketing and
other functional units of PwC:
3.1. Interrelationships between marketing and research and
technological development units:
According to experts, the rapid evolution of technology and the significant economic
consequences of the covid-19 epidemic have caused individuals to recognize the
importance of transformative technology in business. And by a PwC research on
Vietnam's digital preparedness, 83% believe their occupations will change in the next 3-
5 years, but this percentage rises to 90% when it comes to long-term developments.
Dinh Thi Quynh Van, Managing Director of PwC Vietnam, considered that investing in
or improved technologies may be done immediately, but it will need continuing efforts
over time to equip people with the skills required for the future. In FY 2020, the
marketing and R&D departments of PwC were allowed to initiate the New World New
Skills initiative by PwC's senior management in Vietnam. Despite its success, PwC's $3
billion expenditure reduced its total revenue by 3% from the Covid-19 epidemic between
2019 and 2020. The "New World, New Skills" technology program aims at upgrading,
especially to educate PwC companies worldwide in specialty skills, such as data
analysis, the automation of robotics processes and the artificial intelligence, to provide
their clients and communities the best service. ( PwC Vietnam, 2020)
3.2. Interrelationships between marketing and human resources
department:
When PwC contemplates their future employment, they understand that the recruiting
process will be different than it was before the Covid-19 time. According to PwC's
marketing team's Remote Work Survey, virtually all new workers believe they must
transition to remote work, and applying to company is incredibly challenging because to
Covid-19, which limits PwC's recruitment organization. As a consequence, virtual
recruitment is one of the most effective ways that PwC marketing suggestion for PwC's

HR to rambunctious recruiting in order to generate application possibilities for
exceptional individuals. Candidates are introduced to PwC through a mobile-enabled
“choose their own excursion” experience. It is intended to offer candidates a better
understanding of PwC and the unexpected chances they will have as an employee.
PwC provides applicants with the path they take in virtual recruiting, including the
programming, interview option and video interview, to help them conduct interviews.
Virtual examination for corporate applicants. (PwC, n.d)
VI. The key elements of the marketing function and
their interrelate with other functional units:
Marketing can understands that it is a method of communication the firm and its
customers. Through this communication, the firm may better understand the customer's
behavior and identify ways to gain this customer's favor. However, in the fourth
industrial revolution, customers are more likely to favor innovative marketing tactics that
may arouse their emotions over traditional ones. In the past, marketing departments
were primarily concerned with providing customers with what they truly need for their
daily lives, with little regard for trends, brands, or product value. Nowadays, the
marketing team is now needed to focus on additional areas such as current trends,
brand identity, quality, or cost as the economic life develops and customers' income
grows. They have a propensity to prioritize what they desire over what they need.
Leading to the marketing market cannot operate alone and must combine several units
to produce a value strategy. As a result, marketing units and other organizations must
be flexible and connected in order to approach the economic market. For instance,
PwC's marketing and R&D divisions develop technical advancements using the Market
Analytics & Portfolio Surveillance Product Suite (MAPS) as a basis to adapt to rising
market needs, which may help organizations in managing their financial, market, and
company risk. PwC will utilize MAPS to combine market transaction data, assess
consumer power, product, and location, complete the detail analysis, and provide the
portfolio to corporate clients. (PwC, n.d.)

VII. Conclusion:
Finally, PwC is ranked among the top four audit firms in Vietnam. As the most
prestigious of the major four, PwC still has several limitations and will need to conduct
further research in the near future. This study clarifies the definition of marketing, its
major functions, and its role and responsibilities in the organization. Furthermore, the
study shows the link between the marketing department and the other departments in
the organization. As a result, I am certain that the choice to establish a marketing
department is the appropriate one that will allow PwC to grow in the Vietnamese
financial sector.
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