GBD0805.2 HND Marketing Essentials Assignment Report

This report provides a comprehensive overview of marketing essentials, beginning with definitions and core concepts such as the marketing concept, production concept, product concept, selling concept, and societal marketing concept. It delves into the roles and responsibilities of marketing within an organizational context, including the marketing structure and the key functions of a marketing department. The report examines the evolution of marketing approaches, from the production-oriented era to modern customer-centric strategies, emphasizing the importance of understanding customer needs and societal impacts. It highlights the differences between B2B and B2C marketing and discusses the strategic advantages and disadvantages of various marketing concepts, supported by examples of real-world companies and their marketing strategies. Overall, the assignment aims to provide a solid understanding of marketing principles and their application in business practice.

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ASSIGNMENT 1 FRONT SHEET
Qualification BTEC Level 4 HND Diploma in Business
Unit number and title Unit 2 Marketing Essentials
Submission date 2/8/2019 Date Received 1st submission
Re-submission Date Date Received 2nd submission
Student Name Nguyen Duong Hong Phuc Student ID GBD184
Class GBD0805.2 Assessor name
Student declaration
I certify that the assignment submission is entirely my own work and I fully understand the consequen
understand that making a false declaration is a form of malpractice.
Student’s signature
Grading grid
P1 P2 M1 M2 D1

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Grade: Assessor Signature: Date:
Internal Verifier’s Comments:
Signature & Date:
3.1
3.2

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Introduction
Nowadays, with the development of production. The customer has more choise and are more
fastidious. Therefore, marketing gradually because most important with the survival of
organization. In the simple way, marketing is putting the product into customer’s brain and building
the relationship with customer. This process includes all of customer-oriented active to satisfy
client, then developing organization by this progression. In this assignment, the role of marketing
will be analysis, thereby asserting the passing of marketing.
I. Definition & concepts
1. Definition and function
Marketing is the activity, set of organizations and structures to create, communicate, deliver an
d exchange offers which value customers, customers, associates and the whole community
(American Marketing Association, 2007). In the simple way, this process include four actives of
marketing.
. Creating: The process of working with providers and clients to develop value-
added offers
This process is B2B and B2C. Both of them are two types commercial transactions. In business
B2B and B2C are the basic process which increase value and get profit. Therefore, marketing is
the bridge to connect Business and Business, Business and Costomer then working and
maintaining this relationship. The definition and comparing of B2B and B2B will be analysis below.
. Communicating: the connection between customer with organization, describing those
services then improve those services by customer’s feedback
This includes the creation of a message, the selection of a communication channel, the
transmission of a message and feedback. Marketing strategies may also include an assessment
of the economic market to determine customer demand power and product delivery by competing
businesses. This assessment enables companies know how to distinguish their communication
or marketing posts from other advertisements.
. Delivering: Increasing the value of those offerings to customer
A value-added offer is much more than just bringing the item into the user's palms; it also ensures
that the customer knows how to get the most out of the item and is given advantage of when he
or she subsequently needs assistance. Value is partially supplied via the supply chain of a
company.
. Exchanging:
Flowing to (Friesner, 2019), in marketing, this process bring up relationship with customer by
delivering value to the customer. The longer relationship between customer can make the biggest

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profits for organization. More specifically, when they supply the offering to the customer , it’s not
only give the service into the hard of client, but also take care of them in the service later to
develop the relation ship and make a loyal customer.
2. The marketing concept
The marketing concept
3. Production concept
Following to (Bhasin, 2019), this concept is the oldest model in business which was the staring of
Capitalism to the mid 1950’s. In the part, production concept is common because the market was
dominated by many a production oriented business. Nowadays, this concept still remain for target
customer who will like the product that is availability and have good price. It’s also effective in two
circumstance:
When the product’s demand is bigger than supply
Nowadays , with the increase of production, this case is hard to exist in long time because It’s
really hard to dominate the market of product. When they create totally new product which did not
be create before, maybe they can dominate this product in a period of time but it’s not too long
because their competitor will copy their idea then develop them and get their market by better
marketing plan. For example, in the 1990’s, Biti’s succeed with production concept and get
quantity product such as a target in production then with the power of production Biti’s dominated
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the sandal market and became familiar with 7x, 8x generation. But in 20th century, when the
Vietnam’s economy is increase by the entry of international brands, the market of Biti’s was be
smaller and it can not dominated the market similar to 1990’s
The taken a toll of the item is exceptionally tall, which needs the power of production to
safe the cost.
This concept is effective with model production which produce quantity product. Production
concept still remain for small business such as product machining. This concept most success in
China where have cheapest worker. The factory will produce quantity product (shoes, clothes…)
then sell to neighbor country with cheap price then the seller with get profits by raise price of
product. In Vietnam, the model of get the supply from China supplier become popular for small
shop because it easy to begin or can get much profits. Therefore production concept still effective
and become common in China.
4. Product concept
According to (Subhi, 2019), Product concept, as the name indicates, the idea of the product
focuses on product characteristics, quality and efficiency. In other words, the product concept says
that customers, in terms of their requirements and quality, will prefer those products that are
superior to other products on the market, meaning that the marketer is conscious that whether or
not the product provided will meet demand or whether or not the product design will boost
revenues.
In advantage angle, the company that follow this concept can make the difference point with
competitor and can create the distinct market. Product concept can bring huge profits from loyal
consumer who willing to pay for high-class product. Such as Apple, the product of Apple (Iphone,
Ipad, Imac,…) create the secluded market for Apple on the flagship product. Apple focuses on
their product quality and performance to satisfy consumer. Therefore, the company’s market is
the upper layer consumer who care about quality. Apple product has been became a symbol or
the trend in the world, it’s also create the huge group of consumer- calling Ifan.
On the other hand, product concept require the company invest a lot of resources such as budget,
time and grey matter of manpower to research the demand of consumer or the revolution of
product. In this way, this concept requires continuous development in the idea target of company.
The company that follow this concept can lead to shortcomings in the practice of marketing
management, make management only focus on the product and miss the needs and demand of
customer. Vertu loyal with their idea then don’t change their product and miss the ‘’ smart phone’’
trend.
For example, following (Brand Vietnam, 2019), Vertu- the company product luxury phone has
been close on 14/07/2018 and it’s the end of 16 gold year of this brand. Vertu was the brand of
luxury and their target customer is rich people who will pay of the luxury phone. Their target idea,

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"If money is not the limit, where can the phone" be "?" With that philosophy, all of its phones are
crafted from the most quintessential materials, at the hands of the top artists. This is the reason
why the price of a Vertu phone is very high, from a few thousands of thousands of dollars. It is so
expensive, but Vertu's products do not satify the real needs of consumers. Vertu is not wrong to
bring phone masterpieces. Vertu's mistake is to hold on to values that are no longer appropriate,
instead of following new trends. People often say "Difference or death", and for Vertu, they die
because they are so different.
5. Selling concept
Following (MBA, 2019)
The goal of this concept is to sell business products, focusing on persuading customers to buy
goods. The focus in selling concept focuses more on selling the company's products to consumers
without understanding market demand and increasing sales transactions rather than building and
strengthening relationships with customers.
In the advantage point, this concept focus entire emphasis on sell and sell product. Therefore,
the ability can sell many product and get much profits in the short time is the advantage of this
concept.
However, selling concept only gives businesses an advantage in the short term, because when
customers buy products, there will be no connection with your business anymore. This concept
can’t make the communication with their consumer therefore the company can’t have loyal
consumer.
. Marketing concept

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Marketing concept supports and corrects disadvantages for selling concept. Marketing concept
brings more long-term goals than selling concept. Concept in marketing is a strategic idea,
content, marketing strategy aimed at understanding customer needs, influencing customer
awareness and determining how a company can take advantage of it. The consumer is placed at
the middle of the organazations, which thinks in the marketing concept. The consumer is focused
on all operations. A market-orientated company seeks to know a client's requirements and needs
and implements the marketing strategy from product design to sales, according to market
research. At the start of sales, further study can be carried out to determine what clients believe
of a product and whether improvements are required. During constantly changing markets, a
business focused on the market continues to develop products and market research.
Marketing concept has many advantages than selling concepts. The most obvious benefit of this
concept is focus to the target customer group then create the strong relationship with consumer.
In this way, the rate the consumer comeback will higher and choose your product instead of
competitor’s product.

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6. Societal marketing concept
The marketing concept of social markets requires a business to take marketing decision not just
by taking into account the wishes of customers and the requirements of the business, but also the
long-term interests of society (iEduNote.com, 2019). Corporate Marketing emphasizes social
responsibility and proposes a marketing strategy to provide value for clients to enhance the well-
being of both clients and of society rather than rivals in order to sustain long-term success. concept
balance between society, demand of consumers and the profits of company.
In the advantage point, Societal marketing concept created the good image for the company
then increase the sales. It calls for viable, socially and environmentally accountable marketing that
meets customers and businesses' current needs while maintaining and improving the capacity of
future generations to satisfy their requirements.
For example, in Vietnam, societal marketing concept was used by many company such as
Unilever that is a prominent brand in this concept, with a lot of campaign being soulful in Social
marketing. For instance, Omo with campaigns ‘’ Omo white shirt, brighten the future’’, Sunsilk with
the campaign’’ Live is not waiting’’ or the campaign "Real beauty" of Dove brand( Phạm, 2019) .
I. The key roles and responsibilities of marketing relate to the wider organisational context.
1. Marketing structure
Following to ( Cleverism, 2019),The basic function of every enterprise's marketing department
is promoting the company's goods, thoughts and tasks, finds fresh clients and reminds current
clients that you are in company. It organize all the marketing and promotional operations. It can

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consist of one individual or a group of individuals who are accountable for bringing the product of
the company to the attention of its specific clients in a hierarchical structure. Because it is the key
to your income and company, this department needs individuals with the abilities to deal with and
understand what they need.
It don’t have any hard rules or certain form to the organization of marketing structure because it
depends on the Macro environment and Micro environment which will analyse behind, to build
the structure of organization. But a simple typical marketing structure in the wider organizational
is organized as 9 part follows :
. Chief Marketing Officer
In your top management team, the chief marketing officer can play an significant part. The word
CMO represents the increasing significance of high managers, including Chief Financial Officer,
CFO and CSO, commonly known as C-suite managers. Their function is to transmit their expert
understanding in an increasingly complicated company setting to other Board members, who must
take strategic choices. CMOs are usually discovered in businesses with innovative and branding
strengths.
. Marketing Director
As a marketing director you will play a more strategic position than a marketing manager and are
more probable than a department to be liable. Marketing director have a part to play in examining
industry trends. They continuously reassess the available marketing instruments to guarantee
they stay competitive. Analysis of the target audience is an significant task that marketing
managers do before promotion. This implies that you must determine for whom the item is and
what its features are. The role requires a mixture of marketing, marketing and sales, and you will
gain a management position from your gained knowledge (Career Igniter, 2019) .
A successful marketing manager will detect trends but also continually reassess all the marketing
instruments in the business in order to ensure that the business benefits its rivals. A marketing
director will support for CMO.
. Vice President Marketing
Acme Software Corporation and its products are accountable, through PR, product marketing,
creative services, advertising, strategic relationships, direct, event, channel and online marketing
for their strategy, tactics, and programs to generate interest, demand and appreciation. The Vice
President Marketing also works with Product Marketing and Management to ensure the correct
mix of features, placement and price to ensure that the product is demand-driven. The position
also provides planning, management, employee planning, training and management of all
marketing tasks to accomplish the business goal of sales, development, revenues and visibility

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while ensuring a coherent marketing message and a worldwide positioning consistent with
business management (Chanimal, 2019).
. Marketing manager
Marketing executives or executives focus primarily on the practical implementation and
management of the marketing activities of an organization. They should have great
communication and analytical ability to be effective and efficient in performing their tasks. In
smaller organisations the marketing manager is responsible for full marketing activity within the
organisation. In order to influence clients to pick their products over their competitors ' goods, the
manager develops, directs and coordinates marketing operations.
. Marketing Analyst or Researchers
In the marketing sector, analysts are regarded as one of the most demanding. These experts
examine in depth any appropriate data that can assist the business in making informed market
tactics choices, in other words they function as "analytic translators," determining which products
should be sold and the most lucrative manner of doing so.
Marketing analysts concentrate on decreasing marketing initiative or project risks. These
professionals track client base campaigns and segments and define market trends and monitor
competition in this respect. They also consider elements such as reaction prices, ROIs and drop-
out rates for consumers.
Marketing analysts normally operate for marketing companies and company organizations or any
other marketing company. They may also be self-employed and generally serve as self-employed
advisors. (Neuvoo.ca, 2019)
. Public Relations
The Officer of Public Relations is responsible for the company's reputation and goodwill. His task
is to build customers ' knowledge and impact their thoughts and behaviour. To construct the
company's profile, PRO utilizes media management and communication. The PRO is managed
and reports to it by the Marketing Manager.
. Social Media Expert/Creative services
As the Internet becomes a significant marketing player, a business relies on the services of SME
and Social Media Experts. While SMEs are focused on commercializing their company and
services on internet, the creative services are concerned with the design and presentation portion
of the company, including websites, web pages, brochures, flyers, ads, mailers and e-mailers and
all other promotional materials which the marketing department requires. The Marketing Manager
reports and works with creative services and social media marketing.

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. Marketing coordinators
Marketing coordinators create and implement marketing plans and strategies. marketing
coordinators It is a bridge between its staff, customers, vendors and the marketing management
team as the marketing manager's right hand males (and females). In order to enhance brand
image and enhance custodial satisfaction, they also assist to plan, implement and monitor
marketing, branding and advertising operations (Neuvoo.ca, 2019).
2. The marketing operation function
. The function with top management
The aim of market planning is to achieve the marketing goals of a company. These goals could i
nclude increasing the presence on the market, dominating the market, or increasing market shar
e. The role of market planning includes elements of manufacturing, promotion and other action p
rogrammes.
. The function with finance
The advertising funding features include credit for channel employees or customers.
. The function with R&D
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R&D and marketing must collaborate. Maybe R&D can master the art of opportunity while
marketing can master the art of what is possible–for this clients are prepared and ready to pay. It
enables to increase understanding of the tasks of each other and their importance within the
business. An alternative is to get R&D into how it helps customers to quantify the importance of
their job. Enhance the marketing skills so that the R&D value of the enterprise is appreciated.
. The function with purchasing
The purchase and sale are the marketing exchange functions. They guarantee that the offers of a
company are sufficiently accessible to satisfy client requirements. Advertising and sales
promotions support the exchange features.
. The function with manufacturing
The purchase and sale are the marketing exchange functions. They guarantee that the offers of a
company are sufficiently accessible to satisfy client requirements. Advertising and sales
promotions support the exchange features.
. The function with accounting
Each company has an accounting system which controls the economic well-being of the company.
The accounting department helps manage the profitability of the company by compiling financial
statements. Marketing departments develop marketing policies and programs to increase sales
through marketing and promotions. Marketing departments are liable for compiling reports
containing data on achievement or failure of particular marketing policies and campaigns.
3. The difference between B2B and B2C marketing
. Driving factors
B2B and B2C marketers are driven by distinctive components. “B2C and B2B showcasing have
comparative objectives but we’re communicating to two exceptionally particular audiences,” says
Tabara N’Diaye, deals and showcasing supervisor, Cocktails within The City. “B2C promoting is
more passionate and centers on the benefits of the item though B2B showcasing is more
consistent and centers on the information and return on investment.”
. Marketing Investments
The length of the B2B deals cycle is additionally challenging, as different touchpoints can make it
precarious to decide the affect of diverse campaign components. Ryan Gould, bad habit president
of technique and showcasing administrations at Height Showcasing, feels companies ought to see
showcasing as a capital cost and not as an working cost. “When done right, promoting includes a
coordinate and enduring affect on an organization. Shockingly, we regularly see companies take
showcasing as well lightly.”
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. Marketing setting goals
In B2C, sales objectives are more apparent than in B2B, and KPIs for B2B marketers are more
difficult. "Many major marketers and experts paralyze themselves by analyzing their priorities and
metrics at reduced levels," Gould notes. "Top-level alignment of metrics towards objectives is
essential to keep an eye on the award and to determine how achievement is measured worldwide.
For both B2B and B2C marketers it is crucial to know how a customer travels through the sales
funnel. "Customer journey mapping is important and it is important to find the multiple points of
reference where our product interactions take place," N'Diaye suggests.
II. The roles and responsibilities of marketing with impact to marketing environment
1. The micro environment
. Company
All organizational departments have the ability to influence customer satisfaction positive or
negative. In this way, a Marketing Department operates intimately with, among others, the
departments of finance, procurement, research and development, production to define ways in
which each department can contribute to providing outstanding consumer value, leading to
superior client satisfaction ( Billie Nordmeyer, 2019).
. Suppliers
A business depends on other manufacturers and suppliers in order to create and deliver products
to customers for supplies and other manufacturing considerations such as labor, services and
machinery. In view of these risk variables, a marketing office formulates its marketing approach
14.1
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. Marketing Intermediaries
The marketing strategy is described to a large extent in order to improve or reduce customer
satisfaction by each intermediary.
. Customers
Marketing experts or marketers create and market communications that address the requirements
of each customer of a company.
. Competitor
The competitor who have the same market with the company. The function of marketing that make
the different with competitor then increase the sales
. Publics
Marketing experts or marketers create and market communications that address the requirements
of each customer of a company.
2. The marco environment
A macro-environment, instead of in a specific industry or area, is the situation in the economy as
a whole. The macro-environment include Political, Economic, Social, Legal, Environmental,
Technological. The macro-environment generally involves trends in gross national product (GDP)
as well as inflation, jobs, expenditure and financial and fiscal policies. In contrast to the results of
a particular business sector, the macro environment is strongly connected to the overall business
cycle. (Investopedia, 2019)

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Conclusion
To summarize, the key roles and responsibilities of marketing relate to the wider organisational
context and the impaction of marketing environment was analysed in this assignment. It’s also
analyse the difference between B2B and B2C and affirm the function of marketing.

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Contents
Introduction ............................................................................................................................................... 4
I. Definition & concepts .......................................................................................................................... 4
1. Definition and function ..................................................................................................... 4
. Creating: The process of working with providers and clients to develop value-added offers .................... 4
. Exchanging: ............................................................................................................................................ 4
2. The marketing concept .................................................................................................... 5
3. Production concept ......................................................................................................... 5
When the product’s demand is bigger than supply .................................................................................... 5
The taken a toll of the item is exceptionally tall, which needs the power of production to safe the cost. ..... 6
4. Product concept .............................................................................................................. 6
5. Selling concept ................................................................................................................ 7
6. Societal marketing concept ............................................................................................ 9
I. The key roles and responsibilities of marketing relate to the wider organisational context. ................. 9
1. Marketing structure ......................................................................................................... 9
. Chief Marketing Officer .......................................................................................................................... 10
. Marketing Director ................................................................................................................................. 10
. Vice President Marketing ....................................................................................................................... 10
. Marketing Analyst or Researchers ......................................................................................................... 11
. Public Relations..................................................................................................................................... 11
. Social Media Expert/Creative services .................................................................................................. 11
. Marketing coordinators .......................................................................................................................... 12
2. The marketing operation function .................................................................................. 12
. The function with top management ........................................................................................................ 12
. The function with finance ....................................................................................................................... 12
. The function with R&D ........................................................................................................................... 12
. The function with purchasing ................................................................................................................. 13
. The function with manufacturing ............................................................................................................ 13
. The function with accounting ................................................................................................................. 13
3. The difference between B2B and B2C marketing ......................................................... 13
. Driving factors ....................................................................................................................................... 13
. Marketing setting goals.......................................................................................................................... 14

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II. The roles and responsibilities of marketing with impact to marketing environment ........................... 14
1. The micro environment.................................................................................................. 14
. Company ............................................................................................................................................... 14
. Suppliers ............................................................................................................................................... 14
. Marketing Intermediaries ....................................................................................................................... 15
. Customers ............................................................................................................................................. 15
. Competitor............................................................................................................................................. 15
. Publics .................................................................................................................................................. 15
2. The marco environment ......................................................................................................... 15
Conclusion .............................................................................................................................................. 16

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Reference
AMA, (2019). 1.1 Defining Marketing – Core Principles of Marketing. [online] Available at:
https://opentext.wsu.edu/marketing/chapter/1-1-defining-marketing/ [Accessed 27 Jul. 2019].
Friesner, V. (2019). Marketing Exchange Process. [online] Marketingteacher.com. Available at:
https://www.marketingteacher.com/marketing-exchange-process/ [Accessed 27 Jul. 2019].
Bhasin, H. (2019). What is Production concept? Production concept in marketing. [online]
Marketing91. Available at: https://www.marketing91.com/production-concept/ [Accessed 29 Jul.
2019].
Sub, S. (2019). Difference Between Product and Production Concept (with Comparison Chart) -
Key Differences. [online] Key Differences. Available at: https://keydifferences.com/difference-
between-product-and-production-concept.html [Accessed 29 Jul. 2019].
Vietnam, B. (2019). Vertu phá sản - Cái kết buồn cho gã nhà giàu. [online] Brands Vietnam.
Available at: https://www.brandsvietnam.com/congdong/topic/6422-Vertu-pha-san-Cai-ket-buon-
cho-ga-nha-giau [Accessed 30 Jul. 2019].
MBA Skool-Study.Learn.Share. (2019). Selling Concept Definition | Marketing Dictionary | MBA
Skool-Study.Learn.Share.. [online] Available at: https://www.mbaskool.com/business-
concepts/marketing-and-strategy-terms/2065-selling-concept.html [Accessed 30 Jul. 2019].
iEduNote.com. (2019). Societal Marketing Concept Examples, Advantages and Importance.
[online] Available at: https://iedunote.com/societal-marketing-concept [Accessed 30 Jul. 2019].
Phạm, N. (2019). News Detail. [online] Vietnammarcom.edu.vn. Available at:
https://vietnammarcom.edu.vn/D%E1%BB%B1%C3%A1n/Trungt%C3%A2mkh%E1%BA%A3oc
%E1%BB%A9uth%C6%B0%C6%A1nghi%E1%BB%87u/NewsDetail/tabid/637/ArticleID/7320/C
ategoryID/59/Default.aspx [Accessed 31 Jul. 2019].
Cleverism. (2019). Marketing Department: Organization, Tools & Responsibilities. [online]
Available at: https://www.cleverism.com/marketing-department-organization-tools-
responsibilities/ [Accessed 1 Aug. 2019].
Chanimal. (2019). VP Marketing - Chanimal. [online] Available at:
https://www.chanimal.com/resources/human-resource/job-titles/vp-marketing/ [Accessed 1 Aug.
2019].
Neuvoo.ca. (2019). What does a Marketing Analyst do?. [online] Available at:
https://neuvoo.ca/neuvooPedia/en/marketing-analyst/ [Accessed 1 Aug. 2019].

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Neuvoo.ca. (2019). What does a Marketing Coordinator do?. [online] Available at:
https://neuvoo.ca/neuvooPedia/en/marketing-coordinator/ [Accessed 2 Aug. 2019].
Smallbusiness.chron.com. (2019). What Is Microenvironment in Marketing?. [online] Available at:
https://smallbusiness.chron.com/microenvironment-marketing-22920.html [Accessed 2 Aug.
2019].
Investopedia. (2019). Macro Environment. [online] Available at:
https://www.investopedia.com/terms/m/macro-environment.asp [Accessed 2 Aug. 2019].
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Index of comments
3.1 STRENGTHS
(P1: achieved) The student is able to explain the key roles and responsibilities of the marketing function.
(P2: achieved) The roles and responsibilities of marketing relate to the wider organisational context are well-
explained.
(M1: achieved) The analysis of the roles and responsibilities of marketing in the context of the marketing
environment is well-written.
(M2: achieved) The student provided a clear analysis of the significance of interrelationships between marketing
and other functional units of an organisation.
(D1: achieved) Critically analysis and evaluation are well-provided to highlight the key elements of the marketing
function and how they interrelate with other functional units of an organisation.
The ideas organised logically into paragraphs and in response to the essay question.
Using relevant examples with critical analysis.
WEAKNESSES
The Macro Environment is still quite general. You need to provide a deeper analysis for this part.
IMPROVEMENTS
Improve academic writing.
Improve critical analysis and evaluation.
3.2 - No name of the assessor in the front sheet.
- No student's signature
- Should check the format and layout
- Pay attention to the academic reference resources
5.1 You should name the figure following this format: Figure 1: Marketing Process Model (Sashi, 2012)
12.1 (P1: achieved) The student is able to explain the key roles and responsibilities of the marketing function.
13.1 (P2: achieved) The roles and responsibilities of marketing relate to the wider organisational context are well-
explained.
14.1 (D1: achieved) Critically analysis and evaluation are well-provided to highlight the key elements of the marketing
function and how they interrelate with other functional units of an organisation.
14.2 (M1: achieved) The analysis of the roles and responsibilities of marketing in the context of the marketing
environment is well-written.
(M2: achieved) The student provided a clear analysis of the significance of interrelationships between marketing
and other functional units of an organisation.
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