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Unit 2 Marketing Essentials - Amazon

   

Added on  2021-02-19

17 Pages5363 Words48 Views
Unit 2. Marketing essentials

Table of ContentsINTRODUCTION...........................................................................................................................1MAIN BODY ..................................................................................................................................1P1) Different Roles and Responsibilities of the Marketing Functions...................................1P2) Analysis of Roles and Responsibilities of Marketing in Wider Organisational Context2P3) Comparison of Marketing Mix of Amazon and Ebay.....................................................4P4) Development of Basic Marketing Plan............................................................................7CONCLUSION..............................................................................................................................11REFERENCES .............................................................................................................................12

INTRODUCTIONMarketing is defined as the process which starts with process of idea generationregarding any product or service and ends with the satisfaction of customers (What IsMarketing? Definition And Meaning, 2019). In other words, it can also be said that marketing isthe process which identifies the needs and requirements and also satisfies the needs of customersin an effective way.The company chosen for the completion of this assignment is Amazonwhich is an American Multinational Company, founded in the year 1994. The company isheadquartered in Seattle, Washington, U.S. The operations of Amazon are carried out worldwideand is also offering various types of products and services to their customers such as amazonalexa, amazon appstore, amazon music, amazon prime, amazon video and many more. The netrevenue of the company for the year ended 2018 was approximately US$232.887 Billion.Currently the number of employees working in the company are approx. 6,47,500. The assignment starts with focusing on the key roles and responsibilities of the marketingfunction and also how they relate to the wider organisational context. In addition to this, theassignment will also cover and make its focus on the comparison in between Amazon and Ebay'sdifferent Marketing Mix decisions made by them to the marketing planning in order to achieveorganisational objectives. At last, the assignment will produce a basic marketing plan for thenewly developed product names as “Amazon Food Items”.MAIN BODY P1) Different Roles and Responsibilities of the Marketing FunctionsThe marketing function is one of the most important function in an organisation whichprovides the company with the needed information about the market such as the needs anddemands of the customers (Baker and Magnini, 2016). Expanded model of the marketing process- This is a kind of model which is related to theunderstanding of the marketing place, need and demand of the customers. Apart from it, thismodel includes research to gather the information regarding to the customer requirement. Herein,the diagram of the marketing process is mentioned below:1

In the context of Amazon, this function also plays an important role as the work of this companyis to provide services to their customers and for this, it is also needed that they should haveproper knowledge about the company and the products and services offered by them. Thisinformation helps the customers to develop their demands for the offerings provided by thecompany. So the explanation of different roles of marketing are provided as under:2

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