Marketing Principles and Applications: Semester 1 Report

Desklib provides solved marketing assignments and past papers to help students succeed.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION........................................................................................................................2
TASK 1...................................................................................................................................... 3
P1 & M1 KEY ROLES AND RESPONSIBILITIES OF MARKETING FUNCTION ROLES AND
RESPONSIBILITIES OF MARKETING IN RELATION TO WIDER ORGANISATIONAL CONTEXT...3
P2 & M2 ROLES AND RESPONSIBILITIES OF MARKETING IN THE CONTEXT OF THE
MARKETING ENVIRONMENT AND INTERRELATIONSHIP BETWEEN MARKETING AND
OTHER FUNCTIONAL UNITS OF AN ORGANISATION.............................................................6
TASK 2...................................................................................................................................... 8
P3 COMPARISION OF WAYS OF APPLICATION OF MARKETING MIX.....................................8
M3 DIFFERENT TACTICS APPLIED BY ORGANISATIONS TO DEMONSTRATE ACHIEVEMENT
OF BUSINESS OBJECTIVE.....................................................................................................11
TASK 3.................................................................................................................................... 13
P4 & M4 EVALUATION OF BASIC MARKETING PLAN FOR CADBURY AND DETAILED
EVIDENCE-BASED MARKETING PLAN FOR CADBURY..........................................................13
CONCLUSION.......................................................................................................................... 19
REFERENCES........................................................................................................................... 20
1

INTRODUCTION
The report evaluated the concept of marketing along with discussing the duties and
obligations of the function of marketing. The relevance of function of marketing with
reference to the business is analysed in the report. Further, the interrelationship between
different functional areas of organization along with function of marketing is examined in
the report. The main components of function of marketing are explained by critically
evaluating them. The use of the marketing mix as a strong strategy for attaining the goals
and objectives of an organization are understood clearly in the report. The main elements of
the marketing mix which include 7Ps are discussed along with defining the marketing
process. The different ways through which the objectives and aims of the business are
achieved are analysed in the report. At last, a basic marketing plan is developed along with
using the components of the marketing mix and preparing an action plan according to goals
and objectives set by the business.
2

TASK 1
P1 & M1 KEY ROLES AND RESPONSIBILITIES OF
MARKETING FUNCTION ROLES AND RESPONSIBILITIES OF
MARKETING IN RELATION TO WIDER ORGANISATIONAL
CONTEXT
The process which is undertaken by a business for increasing its sales and to advertise its
services and goods in the marketplace is called Marketing (Ward, 2018). The function of
marketing includes activities such as selling, promotion, delivering the goods and services of
the business organization from one customer to another (Forsey, 2019). It is a function of
utilization of 4Ps of the marketing which includes products, promotion, place, and price
(Business Dictionary, 2019). The function of marketing is the function of the business which
aims at identifying the potential of the market and utilizing the same for promoting
products of the business successfully in the marketplace (Business Dictionary, 2019). The
department of marketing is primarily accountable for promoting the products and services
which undertake marketing research function for understanding the requirements and
demands of the consumers (Johnson, 2019). The department of marketing is responsible for
maintaining a healthy relationship with the consumers for the business.
 Promotion
The main responsibility of the function of marketing which is focused on publicity
and advertising of the goods and services of the business to the prospective
consumers is called Promotion. It is concerned with describing the features of the
products and services to the consumers in an attempt to persuade them to buy their
products. Advertising is not promoting because when the advertising is focused on a
specific course of action, promotion relates to finding out all the possible and
general ways to persuade the buying of products and services of the business
organization (Ward, 2018).
 Market research
Market research is the activity which is aimed at knowing and evaluating the needs
and demands of the consumers. The current strategies and products of the
3

competitors are also understood by market analysis function of the organization. It is
an important role of marketing because without analysing the preferences and
needs of the consumers, products will be a failure in the market which will result in
huge losses and decreased sales. Market research is used for evaluating market
performance and position of the business. There are various methods through which
market research can be conducted (Becker, 2018).
 Product development
The market research is undertaken by the business for analysing the needs and
demands of the consumers. Product development is the strategy which is used by
the marketing department of the business for evolving new product and services for
the consumers. The products are developed according to the taste and preferences
of the consumers and by identifying the market needs. Product development is a
specialized process which is concerned with improving the existing products of the
business and introducing new goods. The features, techniques, and systems which
are used earlier by the business are improved.
 Transportation
Transportation is an important function of marketing which is connected with the
movement of products from one destination to another. It is a function of making
the services available to the consumers in marketplace. The transportation function
includes roads and highways, bridge, tunnel, inland waterways, harbors, sea, and
other distribution networks. These networks can be used by the business in
distributing products to consumers from manufacturers to retailers and from
distributors to the consumers (O'Byrne, 2017).
 Service and support
The service and support facilities are provided to the consumers by the organization
which is an important function of the function of marketing department. These
services are provided to the consumers which include after sale services to ensure
operational efficiency of the products given by the business to its consumers. Strong
customer relationship can be built and maintained by the service and support. In the
function of service and support, the feedback of consumers is taken by the customer
for improving their experience and satisfies their needs and demands in a better way
(Rouse, 2018).
4

 Packaging
The packaging is other relevant function of the department of marketing of an
organization which is used by the business to design its products and services for
making them attractive to the final consumers. The packaging is a function which
involves handling and protecting products and services from the damages of
distribution from one place to another. The products are marketed with the help of
packaging and the products and services are made recognizable in the minds of the
consumers. Packaging provides identification and recognition to the products of the
business which makes it easier for the customer to recognize the products of a
particular business organization in the market.
5

P2 & M2 ROLES AND RESPONSIBILITIES OF MARKETING
IN THE CONTEXT OF THE MARKETING ENVIRONMENT
AND INTERRELATIONSHIP BETWEEN MARKETING AND
OTHER FUNCTIONAL UNITS OF AN ORGANISATION
There are various factors in the internal and external areas of the business which has a
subsequent effect on the functioning of the business. The marketing areas of the business
includes all those factors which are used for building a strong relationship with the
consumers. The key duties and obligations of the function of marketing in the relation with
marketing culture are explained below:
Marketing information system
The marketing information system is an essential role to be fulfilled by department of
marketing which gather all the relevant information which are essential for the strategies of
the market that need to be developed by the business. The information related to the
factors which can affect the strategies related to the promotion and sale of the products
and services is gathered by the marketing information system (Rouse, 2017).
Market strategies
Market strategies collect all the goals and objectives of the marketing department along
with the goals of the business to make appropriate plans and strategies. Market strategies
are used for targeting prospective audience for the business and make relevant changes in
the marketing environment.
Marketing plan
A marketing plan is a roadmap for attaining goals and objectives of the marketing
department by outreaching to the target market. With the help of an appropriate marketing
plan, the organization focuses on the best opportunities in order to increase their sales and
to achieve the competitive benefit in market.
Monitoring market environment
6

Monitoring market environment of the business is another function of the department of
marketing which will assist the business in determining the global competition in the
marketing environment and rapid changes that are taking place in the market.
There are many departments of the business which are combined to help the business
organization in attaining its goals and objectives. The interrelationship between function of
marketing with the other functional areas of the business are analysed as follows:
 Finance department
The finance department is responsible for making budgets for different departments
and functions of the business. The function of marketing of the company can be
conducted according to the budgets and cost expenses set by the finance
department. The operations of the finance department are affected when the cost is
expended by the marketing department beyond the limits and standards set.
 Production department
The marketing department assists in examining the requirements and preference of
the consumers in the market. The marketing department plays an important role
which provides useful information about the market and consumers to the
production department. The products and services are manufactured by the
business as per the preferences of the consumers.
 Research and development department
The research and development department assists the marketing area in examining
the requirements and preference of the consumers easily. The strategies of the
marketing department are made by the business as per the results of the research
and development area of the company.
 Sales department
The sale of products as well as services can be improved effectively with the
assistance of the marketing area. The department of sales of the business can focus
on a particular market segment by analysing the information of the marketing
department. The success or failure of the functions of the sales department is
directly related to the success or failure of strategies made by the marketing
department.
7

TASK 2
P3 COMPARISION OF WAYS OF APPLICATION OF
MARKETING MIX
British Petroleum is an oil and gas organization operating in multinational market and was
started by William Knox D’Arcy in the year 1909 on 14th April. The headquarters of the
British Petroleum in London, England, and the United Kingdom in order to serve its
consumers effectively all over the world. Petroleum, natural gas, aviation fuels,
petrochemicals, and motor fuels are some of the products of British Petroleum. There are
around 74000 employees working in the British Petroleum who are working in different
service stations of the business. British Petroleum has acquired Amoco, ARCO, and Burmah
Castrol with a motive to expand its operations.
Shell Oil Business is an oil and gas business which serve its consumers from more than 107
years all over the world. Houston, the United States, and Texas are headquarters of Shell Oil
Business which has a parent business named Royal Dutch Shell. The Shell Oil Business was
founded in year 1912 and has Bruce Culpepper as its president. Shell Oil Business is the
major producer of oil and natural gas and the largest marketer of natural gas and gasoline,
and petrochemical products. Oils, fuels, and car services are some of the products and
services dimensions of Shell Oil Business.
MARKETING MIX
The marketing mix is an effective method of marketing analysis which was developed by
Marketer E. Jerome McCarthy and was introduced first in the 1940s. The marketing mix is an
integration of various elements that assist the business in promoting its products and
services in the market among the customer (Lake, 2018). There are seven basic components
of marketing mix which is combined together in order to form marketing strategies of the
business organization (Bradley, 2019). These components of the marketing mix are known
as 7Ps of marketing mix which are the product, place, price, physical evidence, promotion,
process, and people. The marketing mix strategies of British Petroleum are compared with
Shell Oil Business which is explained as follows:
8

9

Products
The products of British Petroleum include petrochemicals, Petroleum, natural gas, aviation
fuels, and motor fuels. The business many of the lubricants which assist the consumers in
using these products for moving engines, energy for light and heat. British Petroleum has
renewable energy operations in the wind power and biofuels sector. The products of Shell
Oil Business include five major categories which include products such as natural gas and
gasoline, Oils, fuels, and car services.
Price
The pricing policies of British Petroleum are regulated by the government and have a huge
impact on the pricing due to these regulations. The prices of British Petroleum is mainly
controlled and affected by external factors but the final prices are always set by and
regulated by the government and its policies. Shell Oil Business has a pricing policy which
cut down its cost and improves its revenue. The pricing of the Shell Oil Business is also
regulated by the government which is less modified by the business.
Place
The operations of British Petroleum are conducted all over the world but operated mainly in
countries such as Europe, the Americas, Africa, and the Middle East and Asia. There are 15
fully or partially owned refineries operations in the areas and countries which include India,
India, United States of America, Australia, China, New Zealand, Spain, Germany, Canada,
and United Kingdom. The business is taking many steps for improving its operations and
expanding its functions all over the world to serve a large number of consumers. Shell Oil
Business has highly global retailing outlets and provides grocery stores and ATMs for the
convenience of its consumers.
Promotion
British Petroleum is serving its consumers by making their products available to far located
regions as well and making their products available to the consumers by adopting useful
promotional strategies. The promotion of British Petroleum includes mediums such as TV,
social media, billboards, print, websites, etc. in order to advertise its products largely over
the market. Shell Oil Business has active and positive marketing strategies for advertising its
10

products. The promotional strategy of Shell Oil Business include various sponsorship deals
with BRM, Ferrari, Hyundai, Lotus, and others for promoting its brands
Physical evidence
The physical evidence of British Petroleum includes great infrastructural facilities provided
by the business for supporting its operations and serving its consumers in a better way. The
physical evidence of British Petroleum can be seen with the assist of its well-maintained
petrol pumps, and gas stations. It has a green and yellow logo which promotes its thinking
of preserving the environment. Shell Oil Business has identifiable packaging for its products
which are distinct in color and design. The physical evidence of the Shell Oil Business
includes online websites that are customer friendly.
People
The people of British Petroleum include consumers, investors, employees, business
operators, etc. British Petroleum believes in the diversity of humanity in its internal
environment and hence employs employees who came from different parts of the world.
British Petroleum promotes and encourages women employees and allow them special
benefits within the work environment of the business. Shell Oil Business has a customer
service department to resolve issues of the consumers. Suppliers, consumers, sales teams,
etc. are some of the categories of the people of Shell Oil Business.
Process
The process of British Petroleum includes various processes used in extracting oil and gas
and other business processes which involve different global distribution process. The
processes of connecting with consumers are undertaken by the British Petroleum in order to
maintain healthy and strong relations with the consumers. Shell Oil Business involve
researching market opportunities to identify customer requirements and needs (Davis,
2018).
11