This report provides a comprehensive analysis of marketing essentials, focusing on the application of marketing principles by examining Coca-Cola and Nestle. The report begins by defining marketing and explores its nature, the development of marketing concepts, current and future trends, and the influence of the external environment on marketing activities. It then delves into the structure and operations of marketing departments, marketing processes, and the roles of marketing in both B2B and B2C contexts. The report also examines marketing as a business function and the interrelationships between marketing and other functional units like finance and human resources. Furthermore, the report compares how Coca-Cola and Nestle utilize the elements of the marketing mix (7Ps) to achieve their business objectives. It also explores the importance of marketing plans, objectives, and strategies, including an STP analysis. The report concludes by summarizing the key findings and providing relevant references.
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