UNIT 2. Marketing Essentials Assignment Sample
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Added on 2021-01-02
UNIT 2. Marketing Essentials Assignment Sample
Added on 2021-01-02
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UNIT 2MARKETING ESSENTIALIntroduction Some use the term "marketing" as a fashionable word for "sale." Of course, selling is part ofthe marketing process, but marketing is much more than that. Others use this term for alltypes of promotion and advertising. Again, they are part of marketing, but they are noteverything.In fact, marketing is a lot more extensive than promotion, advertising and selling. In the mostcomplete sense, marketing is a general term that includes the position of an enterprise amongmarket competitors, its competitive advantage and the selection of viable market segments onwhich it will focus.If certain market segments have been selected (and these have been chosen in a positive wayto avoid others), marketing also includes communication with customers in selected markets.This communication is a dialogue, not a monologue. In other words, marketing includeslistening to customers - or market research.Only then will we proceed to the formulation of precise messages tailored to the needs ofdifferent types of customers. Each of these messages is then transmitted using the mostappropriate environment in that situation.These concrete marketing messages are created and transmitted according to a techniquecalled the "Three Marketing M".So we have to understand that marketing is much more than promotion and sales. It's a wayto analyze the entire activity in relation to the markets. By using the full range of marketingtools, we can successfully succeed by effectively avoiding competitors and serving withclientele.In order for our business to be successful, we need to use all aspects of marketing: strategicmarketing, competitors' analysis, market positioning, market research, and finally marketingmessages.Chosen Company BackgroundAldi is the abbreviation for "ALbrecht DIscount", a German cash and carry retail company,originally founded in 1913 and named after current owners, the brothers Karl and TheoAlbrecht. In 1960, the company broke up in two: "Aldi Nord" (Theo) and "Aldi Sud" (Karl).
It together establishes a European supermarket chain. The current company was founded in1946 and currently holds about 7,200 shops in 17 countriesSince the 1950s, other subsidiaries have been opened and the range sold has been limited andat an unbeatable price, with little money. The concept worked and became a principle, alsomirrored by the name Aldi (acronym from Albrecht-Discount). Over the years, the Albrechtbrothers have built a gigantic international empire.After the divorce in Aldi North (belonging to Theo) and South (belonging to Karl) in theearly 1960s, Aldi Nord is currently present in Belgium, the Netherlands, Spain, Portugal,Poland and the USA. Concern has a turnover of 25 billion euros per year, being one of thelargest companies in German post-war history.P1. Explain the key roles and responsibilities of marketing function.Starting from the fact that marketing represents a new, efficient, thinking and action in thebusiness world, specialists have been increasingly keen to define as much as possible the"mission", its role, reflected in its tasks, and in the most suggestive way, the functions it willperform.Most authors consider marketing activities as economic activities related to the route ofgoods or services from manufacturer to consumer, namely transport, sale, purchase, etc. Alsocalled "marketing services", such activities are sometimes grouped according to the centralelement on which these functions are targeted. Thus, in their "Marketing. Principles andMethods »Charles Philips and D. Duncan propose the following classification: a) Functionsinvolving the transfer of properties (buying, selling); b) functions involving physicaldistribution (transport, storage, storage); c) functions that facilitate the two above(standardization, financing, risk taking, market information).The connection to the external environment is a medium function, ensuring the connectionbetween the company's potential and the environmental requirements and, in the last analysis,the realization of the two object-functions; meeting common requirements at a higher leveland maximizing profits. All four of these functions are found in the practice of marketing byreferring to its existence as a system. The management of the enterprise must try to integratethe marketing activity with the functions of the research-development, production,commercial, financial and accounting personnel and personnel - in a unique system, the"enterprise" system, so that the company's functions are better depreciated, to ensure theeconomic and social purpose of the activity carried out. The solution offered by the practice
is that of the emergence and development of a new function - the marketing function - withan integrating role in relation to the other functions of the enterprise. Such a function,although it is found in the activity of some compartments within the enterprises - themarketing department - is not limited to it, interfering with its other functions. Hence, itsintegrating character results in activities that are part of other compartments and sectors of theenterprise.Marketing is an study of management that focus on exchange relationship and it is a businessprocess by creating relationship and satisfying consumer base. Nature and scope of marketingis that it is an organizational function that helps in set of processes by creating andcommunicating value. Marketing concept focus on use of data and resources by analyzingneeds and wants of consumers by developing various tools and strategies not only forsatisfying consumer needs but to attain goals. In recent trend of marketing concerned withthat it focus on traditional collective Scattergun approach rather than focusing on anindividual. To reach at large consumer base it uses social media and use artificial intelligenceso that they can enlarge business opportunities. External environment impacts directly onactivities of marketing such as change in government in particular country and they establishnew norms and conditions that forces to marketing department to bring change in their workand procedures.Overview of marketing process: there are some steps to accomplish desirable goals andobjects in organization by obey some steps that are as follows:strategic planning: it is the step in which defining of strategy and it give direction andaccordingly take decisions by allocating resources to reach at desirable outcomes.Marketing mix: marketing mix refers to the set of actions that use by company to promote thebrand or product into market place. In which 7 ps of marketing consist. Role of marketing:marketing plays an important role to deliver goods and services to their ultimateconsumers.B2B marketing: B2B marketing in which marketeers sell products and services directly tobusiness.B2C marketing: in B2C marketing marketeers sell their products and services to directly toconsumers for their personal use. In both types selling goods marketing plays very importantrole to reach at large consumer base by accessing their needs and wants.P2 Explain how roles and responsibilities of marketing relate to the widerorganizational contex.
Marketing stems from the fact that people have certain needs and desires. When there aremore products that can satisfy such a need, choosing one of them is determined by value, costand satisfaction concepts. These products can be obtained in several ways: by ownproduction, by constraint, by begging and skib. Most modern societies work on the principleof exchange for other things they need. Mrketing includes all activities related to the workwith the markets, so all activities are said to be trying to make the practical exchanges.Taking into account the essence of marketing, the scope, the nature of the markets, thespecifics of the companies formulate the following 4 marketing functions.1. Market investigation function.2. The dynamic connection function of the enterprise to its external environment.3. Maximizing consumption needs.4. Maximize efficiency.There are different ways of approaching marketing activity. The concept of;Production supports cavour to be preferred by consumers those products characterized byavailability and low price. The task of the company's management is, in this case, to improvethe efficiency of production and aDistribution and Reduce Prices. The product concept claims they will be preferred byConsumers produce quality products at reasonable Prices, that is, those products that requirea low promotion effort. The concept of measurement supports the idea that consumers willnot buy a sufficient quantity of products from a company unless they are encouraged to do sothrough a sustained marketing and promotion activity.The marketing concept argues that the main objective of a company must be to assess theneeds, desires and preferences of a targeted category of consumers to whom it offers theexpected satisfaction. The four elements behind this concept are the target market, consumerneeds, coordinated marketing and profitability.And last but not least, the distribution of goods, by its complexity, needs to be addressedin a wider context in order to highlight the consistency and prospects of such a sector, takinginto account, on the one hand, the diversity of its forms - retail, wholesale, middle trade etc. -and, on the other hand, the need to properly assess its role in terms of both the developmentof production and the promotion and modernization of consumption, so that it can be close toall other forms and sectors of the market.And it goes without saying that there must be a close connection between all the departments
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