Unit 2: Marketing Essentials Part 1

This presentation covers the concept of marketing, including current and future trends, different marketing processes, roles and responsibilities of marketing function, and critical evaluation of key elements of marketing function. It provides insights into the importance of effective marketing relationships with customers and the role of marketing in promoting products and services. The presentation also discusses the interrelationship of marketing with other functional units such as human resources, finance, and operations. Overall, it highlights the significance of marketing in achieving organizational goals and objectives.

Unit 2: Marketing
Essentials part1

Table of Contents
 Introduction
 Concept of marketing, including current and future trends
 Different marketing processes
 Roles and responsibilities of marketing function
 Roles and responsibilities in context of marketing environment
 Critical evaluation of key elements of marketing function
 Conclusion
 References

Introduction
Marketing is defined as activities, process, institutions in order to
create, deliver, communicate, exchange offerings which has value for
their clients, society, customers, partners, business (What is
marketing? Definition and meaning, 2020). It is very important for
organisation to have effective marketing relationship with customer
for selling of their products and services.

Concept of marketing, including current
and future trends
Marketing is referred as activities of business in which goods and
services are brought and sold at marketplace.
Current Trends
 Increased Focus On Customer Experience
 Personalised Everything
Future Trends
 Change in Consumer Purchasing Decisions
 Mobile Communication

Different marketing processes
Marketing process is defined as way to analyse opportunities at
market, selection of target, development of marketing mix and
managing efforts.
 Mission
 Situation Analysis
 Marketing Strategy
 Marketing Mix
 Implementation and Control

Roles and responsibilities of marketing
function
Marketing function is defined as role that assist company in identifying
as well as sources of successful goods and service at marketplace and
promoting them by making different or similar products. Some of the
key roles and responsibilities of marketing function which are related
to Tesco are described below:
 Collecting Marketing Information
 Marketing Planning
 Listening to customers’ needs
 Competitive Analysis

Cont…
• Collecting Marketing Information - This is the significant function of
marketing which helps to identify what customer want, quantity, price and
others. The respective organisation collect market information from
internal as well as external sources like company culture, competitors,
market potential.
• Marketing Planning- For achievement of organisation
objective, it is important to make marketing plan. Tesco is large
business which need to make effective marketing plan for their firm
to attain set outcomes.

Cont…
• Listening to customers’ needs – The marketing function of a
company is also responsible for listening and understanding the
needs of the customers. Thus, it plans the different means through
which customers can connect with the brand.
• Competitive Analysis – The marketing department carries out
market research as well as analyzes the performance of the
competitors, the tools they are using etc. and then develop strategies
to stand out from them.

Roles and responsibilities in context of
marketing environment
It is very important for marketing manager to cope up with changing
environment on order to attain goal and objectives. Roles as well
as responsibilities in context of marketing environment are as
follows:
 Marketing Information System
 Creation of Customer Value, Satisfaction and Loyalty

Cont...
Marketing has interrelationship with other functional units which are
described below:
 Marketing with Human Resource Manager- Both department
are interrelated with other and perform work together. Marketing
mainly work to know about things happening at market and
provide information to other department and work accordingly.
 Marketing with Finance- These both are important for business
as one is information provider other is fund allocator.

Cont...
• Marketing Department with Operations Department – The
marketing department develops the marketing plan by carrying out
effective research whereas the operations department is responsible
for the implementation of the plan into manufacturing and
development practices.

Critical evaluation of key elements of
marketing function
As per opinion Malhotra, 2015, marketing is significant function of
organisations that assist in promotion of business goods as well as
services in order to reach to large number of consumers. The two
key elements of marketing function are market research and product
development. For example- There are several departments like
Marketing, Finance, Operations, Research and Development,
Human Resources and Operations departments in Tesco that are
interrelated and work in coordination with each other so that the
goals and objectives of the company can be achieved effectively.

Cont…
The management keeps a check on the activities of these departments so
that no errors or issues arise. As per the views of Tim Friesner, the
marketing function in any company does not carry out its roles in
isolation, but together along with other functions. For example- the
marketing department of Tesco requires the assistance of Human
Resource department in order to recruit a marketing assistant or
executive. The marketing department also contacts the HR department
in case there is a need for training or induction for the new hires etc.

Conclusion
The PPT concluded that marketing is defined as relationship and
study among customers and providing satisfaction to them. It is very
important for organisation to follow current as well as future trends
of marketing and apply in firm. The business has to follow
marketing processes in order to accomplish set goal and objectives.

References
 Pappas, N., 2017. Effect of marketing activities, benefits, risks,
confusion due to over-choice, price, quality and consumer trust
on online tourism purchasing. Journal of Marketing
Communications. 23(2). pp.195-218.
 Pike, S., 2015. Destination marketing: essentials. Routledge

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