Examining the Core Functions of Marketing in Business Organizations

The purpose of this research is to explore and analyze the primary functions of marketing as highlighted by Steinvox. The study draws upon both print and online resources to assess how these functions are implemented in modern businesses. By understanding roles such as consumer needs identification, communication strategies, product development, distribution channels, and pricing policies, students will gain insights into effective marketing planning and execution. This assignment not only emphasizes theoretical knowledge but also practical application by analyzing case studies from various business organizations. Through a detailed examination of diverse perspectives presented in the references, students will be equipped to evaluate how these functions contribute to achieving organizational goals and sustaining competitive advantage.

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1 .......................................................................................................................................1
P1. Roles and responsibilities of marketing function ............................................................1
P2. How roles and responsibilities are related with wider organisational context .............4
TASK 2 .........................................................................................................................................7
P3. Comparison of marketing mix of EE limited and apple...................................................7
TASK 4 .....................................................................................................................................10
P4. Produce and evaluate a basic marketing plan for an organisation.................................10
CONCLUSION .............................................................................................................................13
.......................................................................................................................................13
REFERENCES .............................................................................................................................14

INTRODUCTION
Marketing is very importance which is very important for every organisation. It provide
support to company so that they can achieve their goals in appropriate manner. By this firm can
promote their products so that awareness can be increased among potential customers. There are
many different kind of techniques are there which can be used by firm. It help attract large
number of customer to particular product and services. Marketing has its main focus on
customers. The objective is to attract customers and expand market shares. There are many
popular companies which are successfully doing marketing their products. These enterprises are
Apple, google, Zara, Nestle and so o(Aaboud and et. al, 2017).
In this report the company which is taken into consideration is EE limited. It is British
mobile network operator, internet services provider. This is largest providing company in UK.
They have large customers network. They also provide 4G network.
In this report the key roles and responsibilities of marketing has been discuss. How these
marketing function are related with wider organisational context. The marketing mix has been
given in this assignment. Marketing plan is design in this project. Concept of segmentation,
targeting and positioning is describe in this report.
TASK 1
P1. Roles and responsibilities of marketing function
Marketing is process by which product is available to its final customers. By marketing
awareness can be create so that customers can know about product and services sold by
company. There are four elements of marketing. These elements are known as 4p's. The
coordination of these elements as given below.
 Improvement, selection and determination of production
 Finding the prices of goods and services.
 Determining the distribution channel so that they can reach to its final consumers
 Development and identify the suitable promotional strategies.
There are different kind of marketing strategies which are adopted by firm. These
techniques are important because it help company to understand customer needs and wants. This
marketing mix help to grow and develop the business (Aad and et. al, 2012). There are different
kind of strategies which is adopted by EE limited so that they can provide unique services to its
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customers against their competitors. As like apple EE limited avoid pricing wars. They focus on
value proposition, identify the needs and wants of customers, they give better customer
experiences and they build large community of users (Al-Hasan, Thomas and Mansour, 2016).
Example: As apple is bring new application and improvement in their products. The prices of
apple products are depend on capacity of buyer to spend. They have certain system in which are
develop in apple organisation. These system are present everywhere the apple products are sold.
Apple also introduce new applications by which they can understand wants and needs of
customers. Like this EE limited also develop such systems so that they can promote their
products inn effective manner.
Marketing is very important part of organisation. It help firm to reach to large number of
customers. Firm can adopt different ways to market it product. By this sales of firm can be
increased and firm can expand their market share. Following are the marketing functions and its
roles and responsibilities.
 Marketing information management(MIS): It is system which help to take marketing
decisions. This tool which is very useful. In this system information, data, analysing
the data which provide support to manger to take effective decisions. MIS collect all
accurate information about market, consumers by which organisation can make
effective strategies and decisions (Anderson and et. al, 2014). As firm can get grow
and development because they have better understanding about consumers and
market. In context to EE limited firm can use this system so that they marketing
orientation can be improved and better communication can take place. The various
factors can be identify by firm so that they can bring new innovation in their products.
As EE limited introduce 4G network. To give new experience to their customers.
 Distribution(Channel Management): This is key factor in an organisation. By this
product can be reach to it final customers. The firm function doesn't end with
manufacturing of products but they need to choose one way by which product can be
available with customer. There are different kinds of channels are their firm can use
any of them. If product is easily available the customer satisfaction can be increase. If
products are not easily available customer can shift to other brands. The delivery of
products should be made at [articular point of time. For example apple is having
many stores world wide where there products are available they also their products
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through online sources. Likewise EE limited should also choose better distribution
channel so that they can improve their marketing sources. By using marketing
function the effective distribution channels can be identify and goods can be provided
to customers.
 Product ( service management): Product is another essential part which is provided by
firm to its customers. The product which is sold by firm should be capable enough to
attract more customers. Product should have all features which can fulfil requirement
and needs of customers. When a customer is buying any product they want services
which is associated with that particular product. This additional services can help to
attract customers and generate customers loyalty (Babin and Zikmund, 2015). Firm
make to ensure that they should provide high technology products to its customers.
For example apple is providing new models of iPhone every year. They give
different features, styles, colours to their products. Like wise EE limited should also
innovate their products and provide different services to their customers.
 Pricing: This another factor which take into consideration while providing final
products to its customers. Price refers to amount which consumers are willing to pay
in return of products. This is also important element to attract customers towards
firm's goods. There are many strategies which can be adopted regarding the prices.
Such as pricing penetration, skimming and premium pricing. Firm can choose anyone
of these to attract more customer (Baines, Fill and Page, 2013). As apple product
prices are very high because they target to premium customers those income level is
usually high. Apple do not follow any competitive pricing they set prices of their
products according to it values. Same like that EE limited also should set prices
according to value to their products.
 Promotions: Promotional is very important for firm. By this firm can create
awareness among customers. By promotional activities the more customer can get
attracted and they use product to experience it. Promotion can be done after
understanding customers needs and wants. There are different tools by which
promotion can be done. Such as advertisement, sales promotion, direct selling, public
relation and others.
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 Selling: The main motive of marketing is to increase sales of firm. It give more
profits and growth to firm. Products which are offered by company is recognised by
marketer through various tools. By marketing function company can identify the
future expectations of customers so that they can develop products accordingly.
 Financing: Marketing is done so that company can identify wants and needs of
customers. According to these needs and wants the changes can be made. For this
changes the finance is required (Banerjee, 2013). According to requirements budget
has been prepared. For this purpose organisation separate certain amount for future
purpose so that demand can be manage effectively.
P2. How roles and responsibilities are related with wider organisational context
If firm wants to get success they need to perform certain roles and responsibilities. This
give firm a proper direction and company can perform in effective manner. All business
activities should be conducted in effective manner so that they can achieve success and growth.
In EE limited need to use their marketing tools in effective manner. By this they can increase the
number of customers. As customers are increasing company's productivity and profits also
improves.
Firm is adopting different kind of strategies. For competitive advantage they follow
product strategies. Brand name loyalty can be created through complimentary products. Image
can be improved through premium pricing strategies. The firm can use unique advertising to
promote their products. By this more customer reach to company to buy their products.
There are different organisational functions are there. These functions are very important
as they perform their own roles and responsibilities and help firm to achieve their objectives in
effective manner. These functions are finance, HR, operations, marketing and IT. These
department have their own functions in which they are specialised. It is very important to have
interrelation between these functions (Beatty and Samuelson, 2014). Because if one department
is not performing well it have negative impact on other department. If marketing techniques are
adopted it have impact on other functions also. When EE limited started decide to launch new
product in market. This decision also impact on finance function. As they need to make budget
according.
Marketing has linked with HR department also because if firm is deciding to launch new
product. Firm required new manpower to do promotional activities. So marketing department
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need to inform HR department about manpower they required. So according this firm recruit
candidates. HR department need to look after the candidates can choose appropriate candidate
for particular profile. Now a days marketing has been done through online medium. There are
many tools of advertisements are available. So marketer need to take advice from IT
department. So that firm can adopt high technology to market their goods and services. IT
department helps firm to operate business in more easy manner.
There are many other organisational function such as ICT, research and development
department, distribution, customer care and others. These all departments are having impact on
each other. So marker need to adopt strategies accordingly so that each department should not
affected by each other. In EE limited marketing is very essential as it provide best way to satisfy
customers. It also guide other department to take important decision and work accordingly.
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Source 1: Different Functions in an organisation, 2016

Marketing is having large influence on company sales. So it is very important for
company to adopt correct mechanism so that they can increase sales. When company is adopted
advertisement channels they need to maintain stock accordingly so that demand can met properly
(Braslow, 2015).
When firm is providing any services it is important that they should give additional
services with that. When customers is purchasing any product and after that if they face issues
regarding that product it is firm responsibility to solve that issue in given time. So that customer
get maximum satisfaction and retain with organisation for longer run. When firm is solving
customer problems it build strong relation between organisation and customers. Enterprise
should develop a system where customer can provide their complaints and their feedbacks about
products and services. It is very important to provide better solution to their customers.
Following are roles and responsibilities of marketing related to organisation.
 Market research: the most important thing is to identify and analysing market. By market
research firm can identify their position in market. By doing research enterprise can
identify needs and wants of customers (Caporaso and et. al, 2010). They also find their
potential customers to which they provide their products and services. Market research is
longer process. It incurred lot of time and cost. So it should be done in proper manner so
that researcher get adequate information about costumers and their needs and wants.
 Product development: This can take place when firm wants to bring changes in their
products. In this firm enterprise introduce new product in existing market. In that product
new features, colours, size has been given. This gives competitive advantage to firm.
Enterprise need to introduce new product before their existing product getting old in
market. By this users of that particular product can be increased and firm earn more
profits.
 Market segmentation: Market segmentation refers to dividing the population in different
parts. They divide segment according to demographic, geographic and according to
behaviour (Cavusgil and et. al, 2014). Company try understand needs and wants of their
segmented customers and products are design accordingly. Market segment is used so
that segregate of market can be done. Firm can directly linked with those people who
wants to buy products and services. Segmentation is very important for organisation
because if firm chosen wrong wrong segment for their business they never get success
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into it. So segmentation should be done in very appropriate manner. So that it give
particular direction firm to follow.
 Sales: Every firm is having main focus on their sales aspects. Marketing helps firm to
increase the sales. For that there are many types of techniques can be used by firm so that
they can increase and earn good profits. EE limited is introducing new products and
innovating older products so that they can manage their sales accordingly. They get
competitive advantage by this. And many new and old customers get attracted to that.
 Communication: Marketing improves communication. Communication provides
information about goods and services given by company. Company can communicate
with public about their goods and services and customer get knows about company's
goods (Chamorro-Mera, Miranda and Rubio, 2014). There are different kind of
techniques are used by which communication can take place. The main motive of this is
increase sales, generate awareness, attract customers and others. By this firm can
communicate its customers about up date product, its technology and others.
Communication create healthy relation between organisation and customers. Consumer
can easily tell about their demand and desire to company.
There are different technology are used by EE limited to promote and advertise their
products. EE limited do not go for making complex websites but they create such websites so
that they can know what customer's wants.
TASK 2
P3. Comparison of marketing mix of EE limited and apple
EE limited is largest networking providing in UK. The have large market chaptalisation.
They are taking having advantage from their rivalry from longer time. Company has invested
plenty of money to invest their business in other countries also. The company is providing
different kind of products such as mobile phones, networking, tablets and internet services. They
have opened many stores in UK and also they also sell their products by online also.
Marketing mix is tools which is opt by company to achieve their objectives. So that they
can achieve their targets effectively. In marketing mix there are four aspect such as product,
price, place, promotion (Clow and James, 2013). This four elements are take place for products.
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While in services there are more three elements are added such as physical evidence, process and
people. The performance also can be measure by these elements.
This is very important for every organisation to use this aspect in proper manner so that it
should not affect business in bad manner. EE limited is enterprise which offer different kinds of
products and services in different places. Many customer get satisfied from the services of EE
limited. They have better focus on every aspect marketing mix because they want to solve every
issue in proper way. By this best results can be get by cited enterprise. Marketing mix also used
to enhance productivity and profitability of firm.
The another company which is considered is apple. This company is very famous for its
brand name. An enterprise is providing large number of products such as iPhones, iPads, iMac
and many more. They sell their products through their exclusive stores and by online sources.
The firm is having various kind of system b y which they add highest quality of technology into
their products. Both of these companies are adopting effective distribution channels. Both are
manufacturing laptops and mobile phones. Both firms are having good market share and both
firms are earning good profits (Cobanoglu and et. al, 2011).
Marketing mix: It is tool which is considered by firm at every decision they took for their
products. The concept can be used before introducing nay product in market. In this all resources
are integrated and that is why it is called integrated approach. As it integrate all aspect into one.
In marketing mix both services and product can be considered.
The aspect which are covered in EE limited are given below.
 Product: EE is limited is known for its network. This company come up with
different services to provide maximum satisfaction to its customers. It is important to
provide update technology products. So that they can attract more and more
customers. There are different kinds of product which is provided by EE limited.
These goods make customers happy as quality of services are very good and
effective. Thee are different kind of offer that it provided by firm to attract more and
more customers. This bring growth and development to an organisation.
 Prices : Prices are another factor which comes into picture. Price refers to amount
which is paid by customers in return of services they get from company. This price
doesn't target whole section of society. EE limited set their prices according to its
worth and analysing their competitors pricing (Cohen and et. al, 2010). EE limited
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wants to provide not very high prices to customers because they target mass
population. There are different kind of pricing strategies which can be adopted by
enterprise. These strategy helps to fix their prices so that they can get competitive
advantage against their competitors.
 Place: Place is another factor which may affect the organisation. When firm is
producing goods they need to available that product to market so that customers can
easily buy goods. EE limited is providing their goods through their exclusive retailer
stores and by online sources. They have another distribution channels also by which
product is distributed to product dealers. Choosing right channel is very important
because by by this sales can be affected to large extend. Online is very strong
channel of distribution. Because there are large number of customers those who are
using this mode of purchase (Dioko, 2016).
 Promotion: Promotion is another element. In this they target particular segment.
Promotion has main focus to advertise and generate awareness among people about
products and services. EE limited is providing different kind of techniques. Like
advertisement, direct sales, billboards, media and many more. This give advantage to
firm against their competitors. There are many promotional ads done by firm which
influence people to buy products. They also acknowledge people about their new
offers and discounts.
 People: People refers to persons those who are working in an organisation. The firms
recruit people those who have high skills so that they bring new ideas to innovate
goods. The employees are capable to to understand needs and wants of customers
and they are highly motivated.
 Process: This company is following process by which they manufacture high quality
of goods and give latest technology into their goods. They have systematic way to
produce their products. The firm try to produce goods in less cost so that their profit
margin should be more (Green, 2012).
 Physical evidence: Physical evidence refers to the evidence which buyer should get
in against of their products. In EE limited the buyer get receipt of bill and product in
their hands which they analyse and evaluate on basis of product performance. There
are physical stores which are present by which consumer can buy products.
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Marketing mix elements that are covered in apple
 Products: Apple manufacturer different kinds of products. Apple is famous for innovating
their products. It is important to innovate their product according to time so that they can
attract more and more customers. Products which are sold by apple are iPhone, iMac,
iPads and others. Apple is company which satisfy its customers in larger extend.
 Prices: Apple do not follow and price wars. They have there premium prices strategies. In
which they target customers those who are having high income.
 Place: Apple distribute its product from their stores, they have their online portals also by
which they sell their products. There are many trade partners of apple which engaged in
selling their products (Guffey and Loewy, 2012).
 Promotion: Promotion are strategies by which firm can sell their products. There are
different kind strategies which are followed by apple. Promotion strategies which adopted
by apple is advertisement, media, public marketing and others. Apple have design certain
ads which gives emotional appeal to customers so that they attract to apple products.
 People: People are those who are working for employees. They are more innovative
person which try to provide best services to its customers. Apple is having high qualified
employees. They interact with customers in a manner. By which they get high
satisfaction.
 Process: Apple is following systematic process to manufacture its products. They offer
their services through online website.
 Physical evidence: Apple is selling their products through their stores. Customers get
receipt of bill in exchange of their products. That treated as physical evidence.
TASK 4
P4. Produce and evaluate a basic marketing plan for an organisation
Everything Everywhere is largest U.K. Mobile Network operator, IPTV provider, and
Net provider and digital communication company which provide 4G services in UK to around 30
million users (Hair, 2015). EE offers various facilities comprises HD voice calling, Broadband,
Online payments, virtual network agreements and 4G services with their operators. EE is a
collaboration of two major orator ideas, telecommunication and Orange and T-mobile. Company
10

has announced joining Hutchison 3G network company in UK and start a joint venture. Elements
which has described in followed marketing plans are-
Customers
Costumers are major target of every successful organisation , therefore, EE targets
smartphone users as their major target. In UK, EE is recognised as a brand among public, that
make people use its phones for standard symbol. EE offers several innovative products including
SIM cards, phones, 4G network, E-commerce etc. focuses upon consumer satisfaction and
requirement. Product are launched in high price as UK citizens living standard in high. To reach
target consumer, company go through many strategies, analysis for segmentation and targetting
process (Hoványi, 2013). Targetting is as well a process of determine target costumers of a
particular product, and service. EE, therefore, use different segmentation process to reach its
costumers which are-
 Psycho graphic- In this segmentation technique, Costumers are divides according to
their lifestyle ,interest, their activities and their purchasing behaviour. Attitude, belief and
curiosity help business split them. EE produce value added products of high cost.
Consumers and buyer would be according to their purchasing power ability. EE chooses
this segment to target high lifestyle people
 Geographic- This segmentation classifies costumers based on their geography. Segment
focuses on people according area they live. EE focus on its UK UK and British
consumers mainly and grow their sales inside UK and also provide its equipment in other
countries. But same techniques can not be adopted by organisation for different place
living people.
Marketing Objective
Marketing objectives identifies a company requirement and desire to achieve
development through various marketing activities. Through this process, Company anticipate,
recognise and satisfies consumer wants in profitable way. Every company has its vision and
objectives that they pursue through creating different strategies and innovative concepts. EE
aims to sale more product to as much costumers as they can and sustain in UK for long. EE goals
to provides best communication services consumer in all over UK. EE uses various effective
strategies include many points which are-
 Achieve a market share of new launched product of 30% by the end of year.
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 Organisation should integrated marketing campaigns to approach consumers inordinate
use for their goods and services (Hsu, 2011).
 Brand name should be developed around 65% in industry.
 Revenues and sales rate should be gained 25% of growth sale of a year.
 Increase Consumer and client number more than 60% and become largest
Telecommunication and networking company of U.K.

Strategies
Business Strategy is a process of planning, budgeting an innovative idea and merging
them with policies in order to available better services to its consumers. EE adopt different
innovative strategies every year to emerge in industry and increase sales. For strategy, a market
climate research need to be done each time (Jain, Ahuja and Medury, 2013). Here are Some of
strategies that can be undertake by EE-
 Market penetration- Specific organisation can utilize various strategies to attain mass
number of people. EE can apply innovative strategies to understand market environment
and costumers choice. To study internal as well as external environment, EE can use
SWOT and PESTAL analysis. Also EE can focus on spreading g its business in
populated and rich countries in world. Opening EE for other market is effective will be
profitable in earning foreign capital. For this, EE can establish and open market in other
countries like India, Brazil, China, America, and Japan.
 Market Development- Market development is a process of business management which
is utilized to focus and increase costumers and enhance performance of organisation. It
also cover employee skill allocation on a desired place. EE can adopt market
development techniques to gain more consumers. Target to hard working and skilled
employee in order to get success. Divide employees into segments according their skills
and experiences (Javier, 2012). Market Development can only be possible with employee
initiative and contribution. Provide training to enhance their skills in work and develop
market strategy from enterprise at initial phase.
 Diversification Strategy- EE has improved many varied strategies in market. To keep on
with new phone, SIM , Network and Internet service, EE can build and expand new
strategy to expand success and achievement of organisation. An effective business
12

strategy can lead EE to success of particular product, service and idea. Vary is important
in EE existing product with changing trends in society and industry that EE can adopt and
bring in company (Joshi, 2014).
 Control and Monitoring- EE has to work with development of their product, improve
expanding product features and focus on price in order to sustain in market. Industry
believes that major focus of organisations are promotion s and advertising of products
and compete with competitors. Misinterpretation lead to crisis and company image and
reputation fall in industry (Lane, 2014). To avoid misinterpretation of communication,
they have to manage all their distribution and supply chain management process.
Management can lead to more profit and advantage and a better management of supply
change with better distribution of cost and budgeting is quality of successful brand. EE
beliefs on Sharpe, innovative strategies which is why company is leading in market of
UK.
Competitors
Competition in UK market is emerging everyday. Multinational companies are
undertaking market in most of countries and trying to cover UK market too. Competitors are
major threats that EE have to face wisely and maintain its brand image among society and public
( Internal as well external) There are several strong and equal competitors in industry such as-
Networking – Giffgaff, O2, Vodafone.
SIM- Vodafone, O2, Skymobile, Tesco mobile.
Phones services – Giffgaff, Three,, Tesco Mobile, Apple .
CONCLUSION
AS per discussion EE limited provide high technology products to their customer. The
company is having high market share and high profit. Enterprise adopt different strategies. As
compare to other brand EE limited is performing very level. There are different kinds of
departments are there which having equal important role in an organisation. These departments
are interrelated to each other. So if one department is performing in good manner the other
departments also perform their task in effective way. There is marketing mix concept which firm
need to considered when they are launching new product in market. This provide growth and
development to firm.
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