Marketing Essentials Report: Marketing Role, Strategy, and Analysis

This report provides a comprehensive overview of marketing essentials, covering the definition of marketing, marketing analysis, and the influence of the external environment. It delves into the structure and operations of marketing departments, market processes, and situational analysis. The rep...Read More

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MARKETING ESSENTIALS
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Contents
Executive summery.....................................................................................................................................4
Definitions of marketing and the nature of marketing.............................................................................4
Marketing analysis...................................................................................................................................5
How the external environment influences marketing activity..................................................................6
The structure and operations of marketing departments..........................................................................8
Overview of market processes.................................................................................................................9
Situational analysis..................................................................................................................................9
Marketing Strategy................................................................................................................................10
Marketing mix.......................................................................................................................................10
Execution and control............................................................................................................................10
Role of marketing within B2C and B2B context...................................................................................11
The interrelationships of functional units:.............................................................................................12
Marketing as a business function...........................................................................................................13
The different roles of business units and the interrelationships between these functional units and
marketing...............................................................................................................................................13
Product and price...................................................................................................................................13
Place and Promotion..............................................................................................................................14
People, process and physical evidence..................................................................................................14
Difference between products and services, the importance of brands, product development and product
lifestyle..................................................................................................................................................15
The shift from the 4Ps to the 7Ps...........................................................................................................16
An overview of the marketing planning process....................................................................................16
The links between marketing plans, marketing objectives and marketing strategies.............................17
Evaluating and monitoring marketing plans..........................................................................................17
Structure and development of marketing plans......................................................................................17
Market segmentation and target market selection..................................................................................18
Setting goals and objectives, situational analysis tools and techniques..................................................18
Collective agreements............................................................................................................................18
Discipline, grievances and redundancy..................................................................................................18
Reference List...........................................................................................................................................21
Appendix...................................................................................................................................................24
Bibliography..............................................................................................................................................25

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Marketing Essentials

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Executive summery
Most of the organizations in the world participate in the business process in which they
target different available markets in the world. Some companies have many stores in the world
and can go to other countries to do business there. What people should understand is the fa fact
that for the success of any business organization to be recognized in many places, the marketing
team has played a critical role in reaching the far nations. However, it is the duty of the company
to strategize on the best practices which will help the company to grow fast. Regarding the
interaction of the employees and the departments, a good relationship is built so that every
individual is happy with the processes and policies of the company. A good company should be
run by different units run together and cooperating.
LO1 Role of marketing and interrelation with other units of an organisation
Definitions of marketing and the nature of marketing.
Marketing can be defined as the operation of business events that give directions of flow
of services and goods from the manufacturer to consumer. This operation involves advertising
company products and services to the customers so that they can be aware of the goods from a
certain company. It is, therefore, important to have a marketing unit in an organization to spread
what is being produced or offered by the company. Many enthusiastic entrepreneurs equip the
department with y can motivate the customers to purchase the products. The process of
marketing involves utilization of important techniques and processes to reach the clients. Some
items such as billboards and print ads can help the marketing unit to reach the intended
customers. The marketing department can ensure repeat customer through their marketing
strategies which involve all the customers to understand the importance of a certain product.
They receive a positive image of the company. With such regard, it is, therefore, important to
develop good marketing uniting with proper procedures and principles of marketing for the
benefit of the organization (Varadarajan, 2010).
Marketing activity involves different procedures which influence the production of the
goods manufactured in a company. The advertising activity is a process which needs to be
executed through a chain of activities done by different individuals within the company. The

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head of a marketing unit is the marketing manager whose work is to manage the departmental
operations rather than managing the persons within the department. An organization may involve
a product manager in a marketing team to assist in the marketing of the services being offered
(Graham, 2010). Big organizations such Googles Microsoft utilize the knowledge of these
professionals to help in the marketing of the wide range of products which are manufactured by
the corporation. The marketing process should end at the consumer end. In most cases,
consumers just realize the outcomes of that procedure without understanding the processes
underwent through before the results are realized. The products and services received by the
customers are in essence the form of results. Some other outcomes maybe the development of
shopping stores, advertisements flyers, shopping malls and sales pitches.
When developing a marketing strategy, the advertisement team utilizes specific
procedures which help in reaching the customer the best way possible. The initial stage of
marketing is the analysis phase. This process usually involves four phases. This stage assists in
understanding the markets. The knowledge collected in this process is utilized in the
manufacturing and the execution of the manufacturing processes. Marketing directors spend
money and time in fields trying to analyze their markets before start of development of
advertising plans towards influencing markets.
Marketing analysis
Market analysis assists the management in determining unique characteristics to your
specific market. With proper features of data concerning the relevant market, the professionals
analyze this information regarding the market of the products. The information gathered should
help in determining some important decisions regarding the business. By practicing a market
examination, a researcher will be capable of gathering valuable data. The gathered information
facilitate the decisions concerning the priding setup. Appropriate pricing of services and products
contributes the amount of money collected from the sale of products or services. Valuable
information collected can help in determining the pricing against the competitors’ price.
Proper marketing analysis incudes several important factors such as an overview of the
industry you are pursuing. A closer look at the target market during market analysis helps to set
proper prices and adverting strategies to compete with the competitors. An investigation of your

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industry competition can pave the way on the business projections within the organization.
Additionally, any regulations regarding the commodity in the industry are factored in during the
marketing analysis phase.
The target market can also be factored into the marketing analysis. It is significant to
launch a clear thought of your perceived market before production starts. When an entrepreneur
narrows in the real customers, it becomes easy to direct the marketing methodologies and
finances in the proper channel. Such a strategy help in attracting loyal clients who will extent the
word of your business to other potential customers. A good target market part of a business
should involve market size determination. As a researcher and business analyst, one should
research and identify who are the best people to market their products. Also, the place or
geographical location to the targeted market. Understanding the area of concentration of the
competitors.
Additionally, competitive analysis is a part of marketing analysis helps in identifying the
industrial competitors. To discover, the competitors can help in strengthening the available
weaknesses. Through competitive discovery, somebody can see the untapped areas in the
business and develop strengths in the sector. The size of the market in an industry determines the
amount of production to be done in the manufacturing store. Huge or small production can
contribute to facing the competitor advantage in the market.
How the external environment influences marketing activity.
An organization can face some environmental factors which influence the spread and the
impact of different marketing strategies on the customer. The outside marketing environmental
factors consist of several identifiable factors such as social, economic, demographic,
technological legal and political issues. Other factors like competitive variables are termed as the
external factors within the marketing environment. The presence of these items greatly
contributes to the success of a marketing strategy or goal of an organization. About the study
done by Babčanová (2010) marketers have less control over the external elements. However,
they understand the changing moments and organize the business procedures to fit into the

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marketing times. Such disarrangements help the company to develop better ways of gathering
more money for the services and products they sale.
Factors such as social contributors are categorized in the social sector. Social influencers
affect market externally by different ways. According to Babčanová (2010) social features are
feasibly the most challenging factors to control for any anticipating marketer. Several key social
trends shape the marketing strategies. To cite an example, individuals of different ages poses a
broader range of preferences. These issues defy traditional customer profiles. Among the social
factors, the changing gender duties which have in the current moment brought ladies into the job
market. Such activity has led to increasing in the number of men participating in the shopping
business. Another social market influence is the issue of having family whereby every person is a
scholar. In such a situation, it may be difficult to evaluate the best way to do business marketing
for better results within a company.
External factors that influence the market may also include legal factors. Government
pushing new regulations in the industry may contribute negatively or positively in the marketing
plan of a company. An industry such as food, tourism and health industry is in many countries
controlled by the state rules. A government may decide to set a new regulation to the
entrepreneurs in the industry and influence all the marketing techniques and plans they had.
Another industry such as beverage industry, the government in most of the countries in the word
restricts persons under 18 years not to take alcohol. In this concern, the marketing team will not
organize marketing campaigns targeting young people. Such money will be directed to other
sources of and ways in the company.
Other factors include the economic status of the nation. The economic state of a nation
can determine the fate of a product being delivered to the market by an anticipating company.
The state of economy influences many buyers in a given country. Their buying power may be
low or high depending on the value of the currency of the country. Political factors or wars in a
country can make the value of currency to go down, and therefore citizens lack sufficient money
due to depreciating currency value. When the economy of a given nation is recording recession
report, customers may be unable to buy most commonly goods they buy. Such results may be
due to the absence of jobs within a country. During wars, most of the companies close and lay

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off most of the employees. As a result, they lack another place to get funds to sustain themselves
for the remaining time before the war ends.
The structure and operations of marketing departments.
When a company is growing, the marketing department also enlarges and assumes
different forms for better performance. The structure in most cases differ with the organizational
may objective and the policy utilized in the development plan. The service being delivered to the
customers also contribute to the structure of the marketing operation. Proper marketing structures
may influence the amount of money collected by a company after the sale of the product. The
first structure of a marketing department is the elastic or mindjet structure. This type of
advertising unit changes with the expansion of the market. In the evolution process, it will
accommodate the ever available needs for the market. The professional in an elastic organization
built some functional techniques with the improved expertise to cover the market needs. The
management and the team will consistently maintain a steady flow of ideas streaming. Some of
the ideas are implemented and afterwards create a favorable predictability outcome of a good
sale (Kotler 2010.).
With the elastic structure, advertising professionals administer the issues of the complex
market. They may need to include technology in the advertising processes to reach many
consumers. Technology in the sector may involve the utilization of print media and internet
involvement to advertise the products and service being offered. Other offerings included in the
area is the hypothesis testing knowledge. Proper marketing researchers are included in the
marketing unit to research analyze and make possible and viable hypothetical results for the
company. An elastic marketing structure is viewed with the capability of accommodating all
available advertising research techniques to reach as many individuals as possible. A company
like Google offers multi-billion products, and it is, therefore, important for the marketing team to
do a proper study of the market need and develop a product which will hit the market and return
profits. An elastic structure can allow the addition of headcount. Besides, the functions
effortlessly as the organization’s product mix grows.

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Another type marketing structure is the inbound structure. In this structure, the buyer is
termed to possess all the business development power. The advertising team has, therefore, the
mandate to realign itself with the demands of the customer. The customer can dictate the type of
product to be produced by a manufacturing company. To site an example, a software
development company cannot develop an application which cannot meet the client needs. Some
businesses are costumed, and not all of them require a similar type of products or services. As a
result, the marketing team will do a good research on the requirements of the system and develop
the best marketing strategies which will convince the client to buy. It is believed that inbound
structure can be a favorable structure for companies which produce directly to the customers.
The inbound market unit focus on offering a customer-driven inward bound experience.
The team in this department focus on adding value through creating of content as well as
contextual marketing techniques. Such techniques may include the use of a smart website for
advertising the products to the customers. In addition to this, the team may develop adequate
content which may influence buyers to buy goods or services. The content created may add value
to the company and contribute to increased product sale. The content created may also help the
buyers to discover new products introduced by the company and therefore go to purchase them
Overview of market processes
For a successful business growth, the founder should organize for a better marketing team
and good strategies which help the company to realize better returns in the company. Under the
advertising unit, an organization should discover and analyze the best ways to impress the
customer with good and affordable prices. The competition of the products and services in the
market in the market is in most a times stiff, and so a company should define a better process of
reaching the customers. The procedure in most of the companies is modelled in steps to help
reach the best clients who can afford the commodity of the company. The tactical decision made
by the marketing team assist in implementing a procedure which can result in the right results.
Situational analysis
The first step is the situation analysis. In the phase, the company acts as the main base for
discovering available market gaps. The main aim of this plan is to fulfil the customer needs. The

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clear understanding of the market needs helps the company to discover the best products and the
requirements of the industry. In this regard, some of the companies gather a lot of information
and therefore spend a little cash on the amount of product produced because they understand
what the customer needs. Besides the identification of the customer needs, these step contributes
in discovering the company capability to delivering the required products to the market. The
situational analysis in most times involve the past results present and even the future aspects of
the market.
Marketing Strategy
When the best opportunity is discovered and the consumers’ needs identified, a good
strategic plan to pursue the opportunity is developed. Through market research, a company
discovers the relevant information required to build a strong and sound hypothesis on the
possible product to deliver to the market. The outcomes are the value propositions to the
indented market. In this phase, a company involves different techniques such as segmentation,
targeting a selected market, value proposition to the aimed market. Another step involved in this
area is the positioning of the product in the targeted industry.
Marketing mix
In this step, a detailed tactical decision is resolved to for controllable parameters
associated with the marketing mix. In this section, a list of actionable items is dealt with such as
product development. Product development involves specifying and designing the product before
presenting it to the market. Another actionable step in this stage is the pricing of the product,
Favorable prices should be discussed so that the customer will not be discouraged to buy the
product. Along with the mentioned activities, the distribution and promotional campaigns are
developed for better performance and execution of the marketing plan.
Execution and control
This is the last step of the marketing plan. The product is at this stage launched and
ready for market. The marketing mix monitors the shaky environment which may influence the
product while in the industry. Small changes are very important and risky to the business. It is,
therefore, critical for the marketing team to manage and organize better strategies to maintain the

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product in the industry and improve the revenues at the end of the year. Continuous monitoring
enables the team to identify other possible areas of concern to improve or to venture to help the
new product stabilize in the market, and also many customers get awareness of its existence in
the market.
Role of marketing within B2C and B2B context.
A marketing team comprises of individuals whose degree and studies and foster a high
quality of education. They utilize their knowledge in the work environment to deliver quality
services according to the given roles in the company and also in the department. In either the
businesses which deal with customers or those deal with other businesses, the marketing team
has specific roles which contribute to the success of the company product and satisfaction in the
industry. In a business to business interaction, most of the focus is directed to the sale or product
drive. In these firms, marketing exists to satisfy the sales part (Vargo 2011).
One of the biggest roles is the study of customer experience about the product
manufacturing. This normally means marketing unit covers most of the sales done by the
company. The marketing unit controls dealings of demand generation besides customer
awareness. These duties are organized through events commonly referred to as outbound
advertising messages. Other events such as marketing campaigns can facilitate customer study
and sale enhancement. The duty involves product development and also service delivery. In the
other side of the business to customer business interaction, companies marketing their product
still participate in this activity. The team arranges for proper and smatter way of introducing the
new brand to the customer and help in reaching as many customers as possible.
The marketing department also represents the voice of a customer. Concerning the study
done by Akdeniz (2013) on the duties of the marketing team, the voice or the demands of the
customer are presented to the company through the marketing team. Hey do a lot of research of
what customer want and deliver the report to the management for discussion. A lot of funds can
be utilized in the survey to discover industry opportunities through the advertising team. Such
researches comprise of intellectuals who can interpret markets and foresee future available
opportunities. However, the most of the advantageous knowledge is gained through speaking to
customers. The study and research help in understanding their requirements. This duty does not

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only help in deciding the product to be introduced in the market but also determining the price on
the product after the manufacturing process.
The advertising team in both business to business firms and business to customer firms
take part in the process of branding their products. The targeted customer customers would need
to know the type of the product they are buying. They should understand the type of brand they
are looking for. Such a need are satisfied by the marketing unit in the production and delivery.
An organization can organize to consistently present the product brand in a media channel for
customer awareness. This duty is bigger than other operations which are done by the department.
The interrelationships of functional units:
In an organization, different departments interact in the process of developing and
introducing a product to the market. The market in our environment is a kind of a communicator
between the organizational duties and the outside world. It is, therefore, important for all
companies to develop good communication and interaction bases to motivate and built a strong
business for the success of the company. The interaction of departments in an organization vary
depending on the product and service being offered to the customers. Some of the companies
have close interaction between the finance and the marketing units.
The finance department in a company evaluates the amount of money to issue to the
marketing department. In any marketing research, funds are required and a good report
indicating the amount spend on a certain campaign and advertisement process is delivered with
all sectors signed. Finances are therefore released to pay the expenses. In this case, marketing
team can have a close interaction with the finance officials to analyze a number of funds required
for a certain exhibition. Marketing can also give some valuable inputs to the finance unit through
the sales made during advertisements and promotions.
Another important department is the production unit which interacts with the marketing
team after a good research has been done to identify the market requirements. The production
unit produces a product with the specifications given by the marketing analysts. After gathering
information through various ways, the marketing team analyses the data and sent it to the
production unit to make a product with such specification. A good example is the software

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development companies such as Apple and Microsoft. They research and compile a report to the
software development professionals to develop a software which will satisfy the customers and
also bring back the development and marketing costs.
Marketing as a business function.
Marketing of a product is a major business function that requires proper coordination and
integration with other departments to ensure a good flow of goods and services. An
advertisement is an essential unit which can be facilitated by the increase of sales or decrease
regarding the way in which it is done. As a business function, it drives the business decisions and
processes made by the professionals in a certain unit. The marketing team can determine the
finance plans for a certain year and the materials to be utilized in a company. Every year or even
month, a company rely on the marketing team to research and deliver the quality information
required to manufacture a specific product. The product can be utilized to make more money for
the company. The interaction of the marketing team and other department fosters a business
functionality in the way the processes are carried out.
The different roles of business units and the interrelationships between these functional units and
marketing.
Marketing unit interacts with other departments through various roles which help them
meet in the working processes. Gummesson (2011) found that the analysis process done by the
advertising team have a close interaction with the type of research done by the finance unit. Such
activities correlate and help in the business functions to improve the production and
manufacturing. The financial results are reputation of a company can be generated to the
company due to better results of the business departmental interaction.
LO2 The 7Ps marketing mix:
Product and price
In the marketing process, there are several factors which are referred to as P's in the
industry. To start with is the product. This describes an item. The item is produced to
complement the wants of a specific group of customers. Most of the products can be

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interchanged. The product can either be a good or a service. It is significant to ensure a proper
connection and availability of a product to the market as it can boost the returns and the
processes of the companies. In addition to the stated product, the price of a product is also
another important p in marketing. This is the amount of money the customer is willing to give for
specific product or service. Price in the marketing plan determines the organization’s profit after
the sale of a product or a service.
Place and Promotion
Another factor is the place. Product placement can also be discussed as the distribution of
some services. To be successful in the marketing plan, the professionals have to be keen on the
positioning of the product. It should allow customer view. The available product should be
visible to the potential buyers. Proper distribution strategies such as intensive advertisement
should be encouraged to facilitate good product performance in the market. After the product is
delivered to the market, it undergoes the process of promotion. This is a very important segment
of advertisement because it raises the reputation of a brand and enables faster selling. Promotion
comprises of sale organization, advertising public relations and sale promotions (Goi, 2015).
People, process and physical evidence
People are directly associated with certain business operations. Through extensive
research, the marketing team discovers best people to sell a product. The demand of specific
individuals is satisfied through the study and analysis of the information. In another way, it is
critical for a company to recruit and train a group of people who can deliver greater services to
the target clients. After proper identification of the target market, it is relevant to identify the
processes which will facilitate product access to the customers. Good processes can influence the
product delivery positively or negatively. This means profits and can be influenced by the type of
processes which a company decides to take. Another component is the physical evidence. This
means that a company should be in a position to show the customers what they are talking about.
When a product is advertised on the media, the organization should be able to offer the product
to the people.

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Figure 17Ps of marketing
Difference between products and services, the importance of brands, product development and
product lifestyle.
Rumelt (2012) describes the product as any good. A good can be physical good or
informational good. A good can be sold or rented to a certain client with intention of making
business. On the r hand, a service can be defined as the act of sale or contract. A brand is a
product type which can be used in the market to ensure the survival of a product in the market.
Different people have different tastes for a specific product. As a result, they may go for a
specific brand of a certain good because it pleases them. Product development and lifecycle
relate in a way, but they are different when it comes to business. The development section
explains the procedure undergone during the marketing process while the life cycle discuss the
procedure undergone before a product comes to existence

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The shift from the 4Ps to the 7Ps
The link between the 4Ps and the 7Ps is critical in the business to ensure proper and more
encouraging business process. The first 4Ps include product, price, place and promotion. These
Ps interconnect because they present an idea of good connection for better business. When a
product is marketed the right way through promotion and placement, the link comes to the 7Ps
which also involve the same strategies and processes.
An overview of the marketing planning process
During the marketing process, the professionals undergo a process of analyzing the
market. They carry out a good research analyze the information and plan for the future activities.
The planning operation involves the organization to discover the best products to develop and
place in the market. The marketing process includes the implementation phase which involves
the development of the best techniques to put the product on the market. All the processes
involved in the development phase are implemented to set out in the market. The product
control is the technique of monitoring the product as it swims in the market. The control activity
can help in discovering how a product is fairing in the industry.
LO3 Importance and value of marketing plans.
A good marketing plan should be developed to allow the company discover the business.
Other factors such as company strengths and weaknesses are identified by the implementation of
the proper marketing plan. The significance of marketing plan is to relate the plan with the
employees. On building a strong understanding, the employees understand the objectives of the
company and work towards achieving the goals and policies of the company. A complete
marketing plan involves analysis of the market to identify the needs of the industry. The
advantage of this activity help in organizing for funds required in the manufacturing and
development of the product.
The links between marketing plans, marketing objectives and marketing strategies.
There is a close relationship among marketing plans, marketing objectives and strategies.
Baker (2014) discuss marketing plan as the processes of activities which are done before the

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implementation of a product in the market. On the other hand, marketing objective describes the
objectives which an entrepreneur intends to achieve. Objectives can be described as SMART.
The marketing strategy list provides a detailed copy on how to accomplish the set objectives. It
simply indicates the steps to take to meet the target set after developing a product.
Evaluating and monitoring marketing plans.
The existence of a marketing plan should be monitored so that it can be effective to the
company and also to the individual. The sales reflect the effectiveness of a marketing plan. More
sales indicate increased profits while few sale depicts poor business as a result of the
inappropriate marketing plan. Company market share in the industry can tell the type of
marketing plan. When good results are realized, the company discovers the weakness and areas
of improvement. Big market share can describe a better advertisement plan. Another important
tool is the efficiency ratio which analyses the effectiveness of the product to the customer.
Researchers have identified cost-profitability evaluation technique as a better tool to examine the
efficiency of a marketing plan.
Structure and development of marketing plans
A structure of a proper marketing plan includes several sections which influence the
performance and effectiveness of the plan. The first phase is the situation analysis which
considers the competition around the industry. The analysis also indicates the challenges and the
opportunities in the market. The entrepreneur at this stage describes the best niche to venture in.
There is also the target audience which describes the indented people a company is looking to
deliver products to. The goal of the company and the objectives are discussed in the marketing
plan. The products being developed need to be processed to fulfil the interests of the company.
The strategies and marketing tactics can also be utilized in the advertisement plan to help in
discovering the best ways of entering the market. Budgeting for the products is most times
included in a marketing plan to cater for the expenses to be incurred during the development of
the product (Hollensen, 2015).
Market segmentation and target market selection.
According to Quinn (2010), target market is an overall word for directing marketing
venture towards a certain group of people. On the other hand, market segmentation describes the

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breakdown of the market into small groups. The aim behind this breakdown is to enable
promotion of the product or even service to the people. Market segmentation contributes to
making company target market to become specific. It distinguishes the large market with small
markets.
Setting goals and objectives, situational analysis tools and techniques
During marketing of a product or service, certain goals are set to enable proper utilization
of finances and other resources. A product can be said to be delivered to the market following
specific goals. However, before product delivery, the situational analysis should be done to
evaluate the environment and the industry. Good marketing strategies help in marketing the
product well to the customers and allocating relevant resources to a particular project. When a
product is delivered to the market, the company utilizes some time to monitor the sale during the
first few months.
Collective agreements.
In business, there are certain laws which operate for the proper working of the
organization between them and other customers. A collective agreement can be a written or oral
contract between two parties. It describes the argument between organizations or customers. A
company may have the collective agreement with the employees on the matters of wages,
policies of work and other benefits accrued in the company (Carneiro, 2012.).
Discipline, grievances and redundancy
Most companies experience management and internal challenges which may influence
the results of the business. The discipline of the employees is a significant factor which can
contribute to the success of the company or the fall. When the employees are disciplined, lots of
grievances presented are dealt with within a short time. The management should have a better
way of solving employee grievances and eliminate negative results such as poor performance
and fall of the organization. Redundancy in work can be a factor which should be eliminated by
professionals by use of proper systems in the company. Good organization systems easy the
firm’s organization and processes.

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Akdeniz, B., Calantone, R.J. and Voorhees, C.M., 2013. Effectiveness of marketing cues on
consumer perceptions of quality: The moderating roles of brand reputation and third‐party
information. Psychology & Marketing, 30(1), pp.76-89.

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Marketing essentials
24
Appendix
Figure 27Ps of marketing

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