Marketing Essentials Report: Icon College, HND Business, Sept 2017

This report, prepared for the Icon College of Technology and Management's Pearson BTEC HND in Business program, focuses on marketing essentials. It begins with a definition of marketing and its significance in satisfying customer needs and driving sales. The report then explores the marketing process, including planning, implementation, and evaluation phases. It details the roles and responsibilities of a marketing manager, such as managing the Marketing Information System (MIS), marketing planning, financing, and promotion, with examples from Cadbury. The report emphasizes the importance of the marketing department's role in various organizational functions and concludes that understanding customer needs is crucial for business success. The report includes references to relevant academic sources.

Marketing Essentials

TABLE OF CONTENTS
• Introduction
• Overview on Marketing Process
• Roles and Responsibility of marketing
manager
• Importance of Marketing role
• Conclusion
• References

INTRODUCTION
Marketing can be defined as a process in which goods are
brought and sold so as to satisfy the needs and wants of the
customer. It is a exchange process basically which is highly
used for promoting the product in the market and increasing
the sales as well.
If marketing department will not be present in the
company then no organisation will be able to gain success in
the market or understand the needs and wants of the
consumer.

Overview on Marketing Process
Marketing creates value for the product that firm
manufactures for its target audience. Marketing planning
process can be defined as a process in which the marketing
team plans and organises various marketing activities which
will be performed by staff in long run so as to achieve goals
and objectives of company. It is a very important process
that needs to be conducted in every company. It is designed
by the marketing manager itself.

Continued...
The strategic marketing process is as
follows:-
– Planning Phase
– Implementation phase
– Evaluation Phase

Roles and Responsibility of marketing
manager
It is not easy to understand the needs and it requires good
skill and knowledge. So, a marketing manager is appointed
by the company who looks after all these activities.
There are various types of roles and responsibilities that are
performed by people of marketing department in order to
look after the company and its functioning effectively.
Through this , the productivity and profitability of company
increases and they achieve success in market as well.

Continued...
The different roles and responsibilities of marketing in
CADBURY are:-
• Marketing Information System (MIS) - The main
responsibility of every company is investigate current
needs and wants of their target audience. Organization
can take the help of MIS which gathers all relevant
information related to client's likes or dislikes.
• Marketing Planning - In order to accomplish long term
goals in an effectual way, CADBURY needs to prepare
effective marketing plan.

Continued...
• Financing - It is considered as the most important
function as it determine various sources through which
company arranges its funding. CADBURY manage their
day to day operation or working capital through various
sources such as debt, shareholder, angle investor or bank
etc.
• Promotion - By promotion, company stimulates the
interest of the target audience and make them to buy the
product. CADBURY is using almost all promotional tool
which gives them the competitive advantage over its rivals
as none of their competitors uses all kind of promotional
techniques.

Importance of Marketing role
Marketing department is playing a very important role in
every organisation and they are connected with each and
every department that is working in a company. They
provide help in various departments like Human resource,
Finance, Production, sales etc.
The marketing manager is only given the responsibility to
look after all these department and understand them as well
so that they can assign authorities and responsibilities
accordingly so that a good and effective organisation al
structure is prepared in a company.

Conclusion
As per the above presentation, it can concluded that
marketing plays an important role in earning profit for the
firm and satisfying customer requirement at vast level. The
heart of every company lies in its marketing process, thus all
companies are require to first analyse the latest trend of
buyers needs so that they can make their product according
to that. Different roles and responsibilities related to
marketing function help the organization to achieve their
both long and short term objective in a systematic way.

References
• Jacobs, K., MacRae, N. and Sladyk, K. eds., 2017.
Occupational therapy essentials for clinical
competence. Slack Incorporated.
• Khan, M. N. and Adil, M., 2013. Data analysis
techniques in service quality literature: Essentials and
advances. Serbian Journal of Management. 8(1). pp.95-
112.
• Kwon, E. S. and et. al., 2017. Inter-study and intra-
study replications in leading marketing journals: a
longitudinal analysis. European Journal of Marketing.
51(1). pp.257-278.