Roles of Marketing Essentials

Added on - 22 Jul 2020

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MARKETING ESSENTIALS
Table of ContentsINTRODUCTION...........................................................................................................................1LO1..................................................................................................................................................1P1 Major roles and responsibilities associated with marketing functions.............................1P2- Possible ways by which functions of marketing can be linked with organisational context.................................................................................................................................................3LO2..................................................................................................................................................5P3 Ways by which the concept of marketing mix applied to the marketing planning process..5LO3..................................................................................................................................................9P4 Evaluation of basic marketing plan for Wilkinson............................................................9CONCLUSTION...........................................................................................................................11REFERENCES..............................................................................................................................12.......................................................................................................................................................13
INTRODUCTIONIt is very important for every company to be aware about the major elements and factorswith the help of which the entire operation of their business can be successfully run in themarket. Marketing is one of the core area of any organisations. In this regard, marketingessentials comprises with some important factors of marketing such as market research,positioning, market strategies, budget, competitive analysis and many more (Zander and Kothe,2011). It is important for a company to choose best marketing strategy in order to successfullyobtain their objective in the market. As far as this report is concern about, given organisation isWilkinson. It is a company mainly indulged in selling household goods and home-wares. It wasfounded in 1930 and opened first store in Leicester. This report mainly focused upon variousroles and responsibilities of marketing functions and the ways by which it can be linked withbroader context of the organisation. There are some ways by which marketing mix can be to themajor process of marketing planning (Wirtz, 2012). A marketing plan will also be developed inorder to understand the concept of marketing in the mentioned company. For this purpose, it isrequired to understand the concept of basicmarketingessentials and then mentioned companywould be able attain its mission, vision, objective, goal, target in the most effective manner.LO1P1 Major roles and responsibilities associated with marketing functions.Marketing is so far one of the most important area of any organisation. Wilkinson dohave a marketing department and thus, they need to understand various roles and responsibilityassociated with the same (Wilson, Zeithaml and Gremler, 2012). In order to create sustainabilityin the market, mentioned company needs to follow up those plans with the help of which theycan perform best in the market. In order to understand the concept of marketing, it is moreimportant to know the major roles and responsibility that is found there in marketing functions.Market research- It is essential for a company to be aware about the basic marketcondition and trend. By having detained information about the condition and demand of market,company can select best plan and formulate best strategies for the same (Spillecke and Brettel2013). That is why, it is required by the above mentioned company to successfully conductmarket research and on the basis of this various other major decisions can be taken. There can bea number of methods for research methods. It depends upon the main purpose for which the1
company is conducting market research. Basically market research done for the purpose ofgetting information about the major trends of the market. It will also tell the demand of thecustomer (Sekaran and Bougie, 2016). On the basis of this, mentioned company can adoptvarious methods and techniques with the help of which they can serve as per the needs and wantsof the customer in the market. This will result in the overall improvement of image of theorganisation. For this purpose, companies hired some market research specialist.Promotion-There are various functions of the marketing department and thus they alsoholds some basic roles and responsibilities associated with that particular function. Promotion isagain one of the most crucial role performed under marketing functions. It is important for thecompany like the one mentioned in this report that the features and quality of the product andservices must be conveyed to the right customers. A product is useless until and unless it willreach to their targeted customer. For this purpose, company adopt some basic techniques with thehelp of which they can advertise their product (Peter and Donnelly, 2011). Promotion thencarried out by the given organisation in order to make consumers aware about the product andservices. Customer can get all the detailed information and advantage of the product that is beingoffered by the company. Marketing functions are mainly concern about deciding andimplementing the best marketing methods. This will be helpful in success of company.Organisation can become a best performer in context of marketing. They can achieve all theirgoals, target, mission, vision and even objective. This will result in improving the overalleffectiveness of the company gets improved.Distribution-It is necessary for each and every company to choose best medium ofdistribution. This is defined as the way by which various product and services of the mentionedcompany can be distributed to their targeted customers. It is again comes under one of the majorroles of marketing department. Mentioned company has a good reputation in the market andhence, they need to select a best strategy with the help of which the distribution of the productscan be done in the mos effective manner (Palmer, 2012). The channel of distribution is alsodepends upon the nature of product and services offered by the company and after choosing thebest medium of distribution, organisation can solve its purpose of being in the market.In this way, the roles and responsibilities associated with marketing department plays acrucial role in the mentioned company. It ensures the criteria with the help of which company2
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