UNIT-2 Marketing Essentials Assignment

UNIT-2
Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
Main Body.......................................................................................................................................3
1. Concept of marketing including current and future trends.....................................................3
2. Overview of different marketing processes............................................................................4
3. Roles and responsibilities of marketing manager in context of the organisation...................5
4.How marketing influences and interrelates with other functional departments of the
organisation.................................................................................................................................6
5. Value and importance of the marketing role in the context of the organisation.....................7
6. Conclusions that emphasise the significance of having effective interrelationships between
different functional departments.................................................................................................7
7 Compare the ways in which the chosen organisation applies the marketing mix to the
marketing planning process to achieve business objectives.......................................................8
8 Produce and evaluate a basic marketing plan for the chosen organisation............................10
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is the study of management and exchange of relationships. It is concerned with
distributing gods to the customer to satisfy their wants. In general, it is concerned with the
process of creating relationship with customers and satisfying them by providing goods and
services according to their needs and desires (Baines, Fil land Page, 2013). It is a vital
component to satisfy customer needs and meeting individual expectations.
Chosen organisation under the report is McDonald's. It is an American brand which provides
products products in fast food sector including burgers, chicken products, soft drinks, milk
shakes and many more.. It was founded by Richard and Maurice McDonald in 1940,
headquartered in Chicago. The project will focus on concept of marketing which will include
current and future trends. It elaborates responsibilities of the manager within the organisation as
well as it its interrelation with other functional departments. It also compares the way company
applies the marketing mix and compares it with another company. Marketing plan for
McDonald's is also mentions in this report.
Main Body
1. Concept of marketing including current and future trends
Marketing is a broader concept which analyses the needs and desires of the customer and
provides products accordingly. Marketing concept determines that McDonald's analyse
consumers needs and desires and take decisions effectively to meet customer needs and wants.
Concept of marketing-
 Production concept – This concept focuses that consumers will preser purchasing
products at a lower price and which are easily affordable. McDonald's manager
concentrate on high production efficiency and mass distribution and will incur low cost
for products. This will enhance customers to take more interest in low prices products
and assist respective company to provide quality products (Baker and Magnini, 2016). It
is based on the current trend of artificial intelligence where which the respective
company make use of AI and chat box which helps respective company to find their
customers need according to their demographic , behaviour and other concepts.

(Source: Concepts of Marketing, 2018)
 Product concept- This concept holds that customer will favour those products that are
high in quality and innovative in nature. Here McDonald's focus on continuous product
developments in order to attract more customers. This concept is based on the trend of
relationship marketing which focuses on producing goods according to customers needs
rather than increasing sales for the company.
 Selling concept- It is based on the idea that in order to make customers aware about the
products respective company should undertake promotional and selling efforts.
Management at Mc Donald's focus on improving selling by promotional efforts rather
than building long term profitable relationship with customers. Current trends are social
media marketing which McDonald's has adopted such as starting promoting its products
on social media tools such as Facebook, Instagram and many more. It has also started
retargeting campaigns by sending text messages, targeted mails in order to create
awareness about its products.
 Marketing concept- It is a major concept which holds that company should analyse
needs of customers and then should take decisions to satisfy those needs, better than their
competitors. Trend in marketing includes virtual reality which the respective company
also uses as a way to create awareness about overall brand messaging and targeting
Illustration 1: Concepts of Marketing