Marketing Essentials Report: Marketing Strategies for Business Growth

This report provides a comprehensive overview of marketing essentials, encompassing key roles, responsibilities, and strategies. It begins with an introduction to the fundamental concepts of marketing, emphasizing its significance in managing relationships and driving business success. The report then delves into specific roles within marketing, such as defining brand identity, managing campaigns, producing promotional materials, and conducting market research. It also examines the responsibilities of marketing functions, including understanding customer needs, product development, and communicating brand value. Furthermore, the report explores the interrelationship between marketing and other functional units within an organization, such as HR, finance, and sales. The report includes a comparison of the marketing mix of Wilkinson and Aldi and concludes with a marketing plan for Wilkinson, illustrating the practical application of marketing principles to achieve organizational goals. This report is a valuable resource for students studying marketing, offering insights into both theoretical concepts and practical applications.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1 Key roles and responsibilities related with functions of marketing..................................1
M1...........................................................................................................................................4
D1...........................................................................................................................................5
P2 Roles and responsibilities of marketing that are related to organisation...........................5
M2...........................................................................................................................................8
P3 Comparing Marketing mix of Wilkinson and ALDI.........................................................9
M3.........................................................................................................................................13
D2.........................................................................................................................................14
P4 Marketing plan for Wilkinson.........................................................................................14
M4.........................................................................................................................................16
CONCLUSION .............................................................................................................................17
REFERENCES .............................................................................................................................18
.......................................................................................................................................................19

INTRODUCTION
Marketing is consist as a brief study about managing relationship of exchange goods and
services. It is a broad concept which is applied by every business firm is respect of growth and
success (Anderson and et. al., 2014). Marketing is a combination of various activities in which
manufacturing, creating, communicating, exchanging and offering are involved. These make
value for buyers, clients, customers and large society in terms of getting satisfaction. They adopt
various marketing strategies to fulfilling the needs and wants of customers in terms of money
and revenue. They considered on such aspects which are helpful in establishing familiar working
environment for board members as well as employees. This report contents the study about
different roles of marketing and there interrelationship with various functional units. A brief
discussion on how the roles and responsibilities of marketing helps in business organisation. The
company use marketing strategy for introducing new product at market place in order to attain
organisational goals and objectives.
TASK 1
P1 Key roles and responsibilities related with functions of marketing
Marketing: It directly consist as a process in which seller and buyer are interact with
each other for the purpose of transferring goods and services that create value for consumers as
well as suppliers (Woiceshyn, 2011). An organisation put their all affords and adopt various
strategies for creating awareness among public in respect of promote and develop their product
and service at market place. The tools and techniques of marketing helps an organisation to
increasing the number of their customers who show their interest towards the offered goods and
services.
Some of the popular definitions of marketing are described below:
 CIM definition : The CIM (Charactered Institute of Marketing) has defined the
marketing as the management process which are responsible for determining, anticipating
and meeting the demands of customers profitably (Zikmund and et. al., 2013).
 AMA definition : AMA (American Marketing Association) has described the marketing
as activity, set of institutions and procedures for generating, conveying, transferring and
exchanging offerings that are valuable for the consumers, clients, business partners, and
social group at large.
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 Kotler definition : Kotler defined marketing as a social process through which
individuals and corporations achieve their requirement and wishes via creating and
exchanging values with others.
Roles of marketing:
Marketing plays an essential role in implementing a friendly and comfortable relationship
among firm and their customers. The functions of marketing also perform for increasing
branding and good will of company. Take effective participation in various activities related with
public activities such as interact with customer's, taking feedback and advertising (Blumberg,
Cooper and Schindler, 2014). All functions of marketing are integrated in an organisation by
marketing department and manager. There are some major roles are described as under:
Defining and managing the brand: This is the key role of marketing function in which
what is company all about, what functions an organisation play, how company perform are
included. In this the experience of customers as well as suppliers how they interact with each
other are involved.
Conducting campaign management for marketing initiatives: This is also an essential
role which helps in increasing growth and success of firm (Jacobs and Chase, 2013). The
department of marketing focuses on identifying products and services that have value for
customers and than products goods with the help of material and establish an effective
communication with clients to make their product more popular.
Producing marketing and promotional material: It is necessary for marketing
department to make the materials that helps in describing and promoting the particular product
and service. Create some changes that are required as per the need of customers in order to keep
them up to date. The promotional tools help an organisation to reach at high position
(Cobanoglu, Berezina and Erdem, 2011).
Monitoring and managing social media: Marketing should maintain the pages and
accounts of firm on social media for providing up to date information regarding goods and
services to the customers. This is the most popular way of creating awareness among public
without spending huge amount of money.
Providing internal communication: It s the duty of marketing department to give
relevant information to their employees regarding company, its roles responsibilities, priorities
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and goals (Inoué, 2013). Marketing is also essential for providing an effective communication
among employees and every department with the use of newsletter.
Serving as media liaison: Company assign a person who act as a representative of firm
when the company is well positioned at market place. The representative is responsible for each
and every activity related with social campaign.
Conducting customer and market research: This is major role which is played by
marketing. This helps in identifying the target market and various opportunities for company and
their employees (Hsu, 2011). With the help of research it is easy for firm to getting all
information and data regarding customers needs and wants.
Responsibilities of marketing functions: In an organisation the department of marketing play
various activities for effective utilisation of resources and affords to satisfy the needs and wants
of customers. Some are described as under:
Listening to customers needs: The major purpose of adopting marketing strategy is to find out
the actual and current needs and wants of customers through getting more closer to their
potential clients. The department of marketing to design an effective process for collecting
feedback from users or customers: Company internal channels: Conduct survey or collect data form various department of
company for evaluating the marketing strategy for future purpose (Engemann, K.J. and
Henderson, 2011). Channels outside the company: Establish an effective channel for gathering data and
information through various social media in respect of identifying the needs and wants of
customers.
Product development: Internal and external factors play an essential role in introducing new and
effective product at market place. This department is focusing on evaluating the actual sales of
new and existing goods and measures the gap in the wide variety of products which helps in
finding out the opportunities for organisation.
Prepare cost sheet: This is most important duty of marketing department to prepare cost sheet
for maintaining the performance of company in order to attaining desired goals and objectives.
This sheet helps an organisation to maintain their budget for future and present investment that
are required for firm to reach at higher position.
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Walk and transmit brand value: The value of brand is the representative of product and service
that are offered by firm at the market place. The department of marketing play an effective role
in creating well defined image, ideas, thoughts and messages that helps in describing the actual
brand value.
Innovate: The major purpose of company is to surprise their customers with new and effective
products that are unique at market place. Their major duty is to perform for promoting their
goods for increasing their sales.
Communicate with the whole company: An organisation is consist as the group of various
people who are work together for achieving common set of goals and objectives. The marketing
department establish a chain among the organisation for implementing effective communication
at the work place. Higher authority of firm is responsible for rendering all relevant data and
information to their employees regarding their roles and responsibilities.
M1
Some of the roles and responsibilities of marketing in terms of marketing environment
are described below:
 Competition : Wilkinson faced from other existed super-marketers. Hence, team of
marketing should formulate strategies to gain competitive advantages which is essentials
for sustainable development.
 Economical : Corporation has to create their marketing schemes as per the economy of
UK. As Brexit had modified the shape of its economy, therefore, marketing sector should
make their trading strategies as per that.
 Technological development : Uses of modern technology in marketing has completely
altered the processes and environment substantially. Hence, it is necessary that various
departments of company perform their jobs by using modern technologies in order to
fulfil the demands of consumers.
 Political : Modifications made in the policies and alliances of government in different
nations has impacted a lot the marketing strategies of venture and their environment.
Therefore, the main responsibility of marketing sector to focus on the alterations done in
economy caused due to the political parties and do their performance accordingly.
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D1
For the development of an enterprise, there must be appropriate interrelationship with
various other functional units. Use of accurate marketing mix is one the main element of
marketing. The development of goods is also very important for its effectiveness. It also assist in
shaping other sectors of marketing. Effectual advertisement activities helps in increasing sales
rate of products. Budgeting of various functional units is formulated by financial department that
take aid of marketing sector. Research and development sectors are also highly impacted by the
pricing rate of goods decided by the firm.
P2 Roles and responsibilities of marketing that are related to organisation
Marketing play an essential role in every business firm for carry out all activities and
operations related with firm in an effective manner. It helps in assigning right job to right person.
Its continuously measuring the performance of an individual to check the effectiveness of work
and responsibility which is assigned to an employee (Hair and et. al., 2011). The manager of
firm I play an important role in each and every activity of firm that helps in attaining growth and
success for company. Wilkinson mainly focuses on providing high quality services to their
customers with the proper utilisation of resources. Organisation is a wide concept and it is
categorised into different departments such as finance, HR, marketing, information, technology
and many others. Wilkinson is a famous marketing consultancy. The basic aim of firm is to
fulfilling the demand and needs of customers. Their objective is based on the rate of profit.
HR department: This department consist various works such as recruitment, hiring, selection
and training. This department mainly concern on developing employees performance for
attaining organisational goals and objectives effectively. It helps in maintaining various activities
that are related with the operation of firm.
Finance department: It consist all activities related with capital, budget and finance. It play an
essential role in every business firm. The head of finance department set the budget for company
for effective working of operation . This helps in providing fund and capital for invest on their
various operation. Major work of this field is to maintaining and controlling all activities that are
related with finance.
For example: The department of marketing is responsible for all activities related with promotion
of goods and services. These promotional activities are helpful in better running of firm in proper
and right direction. For effective advertisement the finance department provide significant
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amount to conduct an appropriate advertisement function to promote their product at market
place. These two above mentioned departments are interrelated with other for the purpose of
sharing relevant resources.
Sales department: Marketing play an important role in sales department. The sales of goods are
based on the marketing activities that are adopted by firm in respect of earning profit. This
department consist activities related with selling the product at market place. This field provide
support in selling the goods at target market for achieving high amount of profit and revenue.
Marketing department: This is most important part of every business firm who keep an eye on
every activity of firm (Hair and et. al., 2011). The function of various departments are controlled
by this field. They conduct various activities related with marketing to promote goods and
services of firm. Wilkinson hire an employee in their firm with high degree on knowledge and
skills. They are kind of representatives of company for providing relevant data and information
to the potential customers.
Research department: This is also an essential part of marketing. This field help an firm to
identify their potential customers who are more interested to buy their products in services in
terms on money. With the help of this department Wilkinson conduct a marketing survey form
internal and external both sides (Weaver, 2011). Internal survey helps in providing relevant
information about the available resources and provide suggestion for developing new product
with more effective and advance feature. External survey helps in identifying the needs and
preferences of customers on the basis of new market trend.
Information and technology department: This department consist different activities that are
related with innovating marketing tools and technology (West, 2012). This field helps an
organisation in sharing data and information form one place to another without making any
human affords. This provide a significant way to transfer relevant data that are required for
operation function in firm.
Various responsibilities and roles related with marketing functions:
Market research: In this various marketing activities are involved for conducting an effective
marketing survey. It is the responsibility of researcher to analyse the total market and identify the
present needs of customers in respect of providing goods and services as per their demand
(Wilson, 2014). Investigator collect data and information through filling the questionnaire from
customers for taking feedback about the existing product or identify the new requirements for
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introducing new product for satisfying their future needs. As per the given feedback from
customers make relevant changes that are important to fulfil customers needs.
Product development: This is an essential part of every business firm to satisfying the future
needs and demands of customers. For this it is required for Wilkinson to conduct a marketing
survey for gathering differential demand of consumers as per the change in trend. The cited firm
is mainly focuses on create innovation for increasing growth and success for firm in order to
reach at high position.
Sales: It is required for firm to perform this activity in an effective manner to increasing their
profit and growth. Selling consist rendering goods and services of cited company to their
potential customers in terms of money (Hair, 2015). This is interrelated with various activities of
marketing. Wilkinson considered various marketing strategies to sale their product to their target
customers because if sales of company getting increased than it will positively impacted on
organisational growth and success. If the sale of a particular product is high than it directly
consist on high demand of products and if sales is less that it will show the low demand of goods.
Communication: It is necessary for firm to establish an effective channel on communication.
There are various policies are available for communication. Wilkinson needs to select the most
effective channel for smooth functioning of each and every activity in firm. An effective channel
helps in rendering proper information in right time without any misunderstanding.
Segmentation: In this the project has to be categorised into different parts for effectively
completion of work or task. This provide support in identifying the different needs and wants of
customers according to their choice and preferences. With the help of segmentation is is easy for
firm to measuring differential demand of customers from the various department that are
segmented as per similar criteria.
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HR Department
Sales Department
Fig : Fish bone diagram that states the importance of marketing department in relation to other
departments
M2
Significance of interrelationship between marketing and other functional units can be
recognised by following points :
 Production : This sector get helps by marketing sector so that goods or service are
manufactured as per the demands of consumers and market. This aids in maintaining
constraint relating to production.
 Sales : Smooth functioning of sales department is possible only by taking help of
marketing because effectual marketing helps in increasing rate of sales.
 Research and development : Research and development in the product is done by
taking help of marketing department that determines which functionalities should be
improved to meet the demands of user. These all improvement are done as per the
demand of market also.
 Finance : Functioning of various other functional units relies on the marketing plan that
are created in order to provide satisfactory financial resources. Decision making in terms
of financial investment is done by taking help of marketing.
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Marketing
Department
Finance
Department
IT Department

P3 Comparing Marketing mix of Wilkinson and ALDI
Marketing mix play an essential role for introducing new and innovative product ar
market place with more advance feature. It is considered as integrated marketing process because
it a combination of various activities that are held in business firm (Jaggia, and et. al., 2016). The
marketing mix is described with the help of various elements that includes product, price, place,
promotion, process, people, physical evidence. These are described as under:
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