Unit 2 Marketing Essentials - Amazon Assignment

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Unit 2 Marketing Essentials
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1. Roles and responsibilities of the marketing functions..........................................................1P2. Roles and responsibilities of marketing which are interrelate with other functional units...4TASK 2............................................................................................................................................5P3. Marketing mix to the marketing planning process to attain business aims..........................5TASK 3............................................................................................................................................9P4. Formulation and evaluation of a basic marketing plan.........................................................9CONCLUSION..............................................................................................................................15REFERENCES..............................................................................................................................16
INTRODUCTIONMarketing refers to a process of buying or selling goods and services of a firm that areproduced by it to provide satisfaction to the needs and demands of its target audience so that thecompany can earn profit. Marketing essential refers to an inbound digital marketing & sales firmwhich makes partnership with businesses who are develop minded(Babin and Zikmund, 2015).It is beneficial for a company to make the online presence, branding and promoting products andservices to attract customers. This assignment is related to Amazon which is an Americanmultinational technology firm based in Seattle, Washington. This firm was founded in 1994 byJeff Bezos and this organisation concentrates on e-commerce, cloud computing, digital streamingand artificial intelligence. This report will discuss the key roles and responsibilities of themarketing function and the interrelation between other functional units of a firm. Further will bedefined about the model of marketing mix and formulation of a marketing plan for a company.TASK 1P1. Roles and responsibilities of the marketing functionsIn each business organisation, marketing is an important and essential function whichhelps with the management of the company and the proper running of the business involved.This function helps by creating awareness about the products and services the company has to1
offer to the customers, with the help of promotional and advertising channels like the internet,radio, newspaper, social media and various other ways. Every firm sets organisational goals andobjectives so that they can earn profit and establish a strong brand image at the marketplace. Nofirm can increase sales and enhance productivity without the help of this function. At presenttime, there is high competition in the market, so it is required for each and every business thatthey should develop and formulate effective and appropriate marketing strategies which can bebeneficial for the company to take competitive advantages from market. In each organisation, themanagement of the firm does marketing analysis to identify the needs and demands of thecustomers, which allows them to produce goods and services according to them and fulfil theirdesires(Baker and Magnini, 2016). In Amazon, the marketing department of the company playsan essential and effective role and it has several responsibilities regarding the company which arecategorised as the following:Roles of the Marketing DepartmentThe marketing department plays a crucial role in advertising the business and mission ofthe firm. The role of this department is as following:Collecting and monitoring market information- In Amazon, the marketing departmentplay an import role to gather information from the market related to the demands of the products.For this, they organise and conduct marketing research so that they can collect information aboutthe taste and preferences of the customers so they can offer products according to them(Bakerand Saren, 2016). With the help of feedbacks and review sites, they collect and determine marketinformation about the consumer's wants.Manage the brand image- The marketing department helps in managing the brandimage. In Amazon, the marketing department manage the brand image and reputation of the firmby producing quality products and services as per the needs of the customers. This helps inmanaging the brand image of the company to manufacture products by using good quality rawmaterials.Managing social media- Marketing helps with the management of social media thatmanipulates the popularity of this tool to promote and provide information about the productsand services. In Amazon, the marketing department plays a crucial role in managing their socialmedia so that the customer can get correct information. When the firm is mentioned in the media,2
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