Role of Marketing

Role of Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
1.1 Definitions and the marketing concept......................................................................................1
(a) Definitions of marketing and the nature of marketing...........................................................1
(b) The development of the marketing concept, including current and future trends.................1
(c) How the external environment influences and impacts upon marketing activity..................2
1.2 The role of marketing.................................................................................................................2
(a) The structure and operations of marketing department.........................................................2
(b) Overview of marketing processes that include analysis, strategic planning and the
marketing mix.............................................................................................................................3
(c) The different roles of marketing within both a B2C and B2B context..................................3
1.3 The interrelationships of functional units..................................................................................4
(a) Marketing as a business function...........................................................................................4
(b) The different roles of business units and the interrelationships between these functional
units and marketing.....................................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing can be understood as the activity in business which promotes the brand as well
as help in earning revenues and maximizing the profits. It’s a game played under certain
regulations of environment with the kicks of its essentials. The present report is based upon
Aston Martin Lagonda Global Holdings PLC, popularly known as Aston Martin. It is a well
renowned brand in the global automobile industry engaged in production of luxury sports cars.
The following assignment consists of key roles and responsibilities of marketing along with
interrelation of marketing with other functions. Further, the comparison of marketing mix of two
companies is given in this report. Lastly, the marketing plan is included to launch a new product
in market place.
PART 1
1.1 Definitions and the marketing concept
(a) Definitions of marketing and the nature of marketing
Marketing in any company, whether it is a small or global organisation, has very crucial
roles and responsibilities. In simple words, marketing is acknowledged to be process involving
identification, anticipation and fulfilment of needs and demands of customers at market place.
Marketing is determined to be pervasive in nature as it is applied within the confines of each and
every entity.
(b) The development of the marketing concept, including current and future trends
The marketing concept can be referred to as the belief whereby companies identify, anticipate
and analyses the needs and demands of customers, thereby making rational decision for out
powering the rival firms while meeting such needs. It consists of several elements which are
enlisted beneath:- Production Concept Product Concept Selling Concept Marketing Concept Societal Marketing Concept
 Relationship Marketing
1