Unit 2 Marketing Essentials

UNIT 2 MARKETING
ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
LO-1.................................................................................................................................................3
Marketing overview....................................................................................................................3
Describing the roles and responsibility of marketing function ..................................................4
Explaining the interrelationship between marketing and other functions...................................5
Analysing the significance of the marketing and other organizational functions in meeting
common goals. ...........................................................................................................................6
LO-2.................................................................................................................................................6
Explaining the elements of marketing mix to achieve the overall business objectives of Mark
and Spencer and Tesco................................................................................................................6
LO-3.................................................................................................................................................9
Marketing plan ...........................................................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing essential is the process which is used by the company to identify the opportunities and
gaps and helps the leaders to take decisions. The chosen firm of the report is Mark & Spencer is
the multinational retailers which deals in selling clothing, food and home products. The study
will explain the roles and responsibility of marketing and how they are interlinked with other
functions under the organizations. It will further present the marketing mix that is used by mark
and Spencer to achieve overall business objective. Lastly the report will evaluate a basic
marketing plan.
MAIN BODY
LO-1
Marketing overview
Marketing is the process of activity which is taken by the company for buying and selling its
products and services. Marketing performs various functions that are related to advertising,
selling and delivering the products to the customers. Mark & Spencer is the public limited
company that is situated in London which sells the products and services like food, clothing and
home (Appel and et.al., 2020).
Current marketing trends adopted by Mark & Spencer are:
Internet marketing: It is the trends which is related to marketing of services and products using
digital application like apps, advertising etc. by seeing the current trend company is already
engaged in internet marketing. The company uses Facebook to increase its presence globally by
focusing on paid sponsorship campaign.

Media marketing tactics: There are different marketing strategy that is adopted by the company
for promoting their products. Current marketing tactics are related to creating content, managing
and creating social media channels and appointing bloggers to promote them.
Future marketing trends of Mark & Spencer
Societal: For their future trends company want to work towards achieving the social
responsibility that are related to welfare of public and their customers.
Ethical in marketing: This is an important trend that is adopted by the company to generate the
interest of customers by creating a good relationships and values that also includes social and
environmental thought (Azhar, Prayogi and Sari, 2018).
Describing the roles and responsibility of marketing function
The primary role of marketing is related to buying and selling of the goods and services by
keeping in mind the needs of customers (Role of a Marketing Department, 2021). The roles and
responsibilities of Mark and Spencer for their marketing function are collecting marketing
information, transporting goods and filling customers needs. These function is also related to
finding the ways in which company can generate profits and identify the customers needs.
Various key roles and responsibility of marketing function are:
IDENTIFYING THE NEEDS OF CUSTOMERS: The main role and responsibility of
marketing is to find out the needs of the customers. Marketing is the primary function that
focuses on distinguishing wants, attitudes, needs and habits of the customers by examining what
actually the customers want by seeing the data.
ANALYSING THE MARKET INFORMATION: Marketing function is responsible for
making al;l the strategy that is related to promotion or buying & selling goods and services.
Marketing department cannot make policies or strategy without knowing the information of
market that is related to what consumers want at what prices and quality.
EVALUATING REQUIREMENTS OF CUSTOMERS: Rome of marketing is to evaluate the
customers' requirement that will also make them one step ahead from their competitors and helps
them to meet the needs and demands of the customers. For the retailer stores and company it is
like let their customers try the products of them before they buy it and also tell their customers to
give new ideas and feedbacks about their products and services (Thornton, Spencer and Perram,
2019) .