Marketing Essentials: Roles, Mix Application, and Planning Report

This report provides a comprehensive overview of marketing essentials, focusing on the roles and responsibilities of the marketing function within an organization. It delves into the importance of market research, financial considerations, product development, and effective communication strategies, using Marks and Spencer as a case study. The report further examines how marketing functions relate to other organizational departments, such as production, human resources, finance, and strategy and research. Additionally, it explores how different organizations apply the marketing mix (product, price, place, promotion) to the marketing planning process to achieve their business objectives. The report concludes with an analysis of the marketing mix, and provides a basic marketing plan for an organization, offering valuable insights into the practical application of marketing principles.

Marketing Essentials

Contents
INTRODCUTION.......................................................................................................................................3
TASK 1.......................................................................................................................................................3
Explain the key roles and responsibilities of the marketing function.......................................................3
Explain how roles and responsibilities of marketing relate to the wider organizational context..............5
TASK 2.......................................................................................................................................................7
P3 Compare the ways in which different organizations apply the marketing mix to the marketing
planning process to achieve business objectives......................................................................................7
Produce and evaluate a basic marketing plan for an organization............................................................9
CONCLUSION.........................................................................................................................................10
REFERNCES............................................................................................................................................11

INTRODCUTION
Marketing is the process in which the organization or any company with the help of
various marketing tools and technique advertise and promotes its products, or services. Through
marketing the people get educated about the product, services, any social message or any idea.
The sole purpose of marketing is to educate its targeted group. Marketing performs the various
functions like performing advertising, building up the relationships with customers, educating
the audience about the company or organization and so on. For reference purpose this report has
taken an example of a company, Marks and Spencer. Marks and Spencer is a British
multinational company which is specializes in fine clothing, home products and food products.
The company serves worldwide with having 1467 stores running successfully.
This report states the roles and responsibilities of marketing functions and how these functions
are related to the wider organizational content. The report also includes the different ways in
which various organizations applies these marketing mix to accomplished their goals and
objectives. Apart from this the report also includes a basic marketing plan for the organization.
TASK 1
Explain the key roles and responsibilities of the marketing function.
As marketing is very much essential for any business for growth and success. Marketing
deals with educating the people about the products and services which is been introduced by the
organization. The company performs marketing function to promote and advertise their products
and services. Without marketing the targeted people would not be able to know about the
company or the organization and the products and services offered by them. Similarly marks and
Spencer takes the help of marketing function to educate the customers about the trends, offers,
discounts or any sort of message which they want to deliver it to their targeted market. The role
and responsibility of marketing function is very much essential for any company and
organization, and so it is for marks and Spencer (Baines, Fill and Page, 2013). The role and
responsibilities which is been played by the marketing functions are as follows:
Market research: Market research is a process in which the researcher performs the research
activities and finds out the recent trends, or past trends into the market. According to the recent
and the past trends the research gets an idea about the trends which can be coming into the future
or have the chances to come into the future. Into the research, the person also finds about the
taste, preferences, behavior, attitude and the so on about its targeted marketed. Through this the
organization gets to know about the perspective about its targeted market on a particular topic.
Organization knows that if they want to survive into the market they have produce the goods and
survives which satisfies the needs and wants to their customers, and these needs and wants to the
customers can be evaluated by performing market research. Market research can be done through
primary research and secondary research. In primary research the organization itself gathers and
collects the data and information. It collects it by conducting surveys into the market, preparing

the questionnaires, by observing the action and reaction of the customers and the so on. Whereas
secondary research gathers and collects the data and information from the sources which are
available to the people (Baker and Magnini, 2016). These sources can be newspaper, books and
journals, libraries and so on. As in the case with marks and Spencer, the company conducts a
survey and research about the new trends which can take place into the market. By doing such
the company set the trend into market and gains the position of first introduced into the market.
Finance: The role and responsibility of the marketing function is to generate the finances for the
company. As the company performs the marketing activity to educate their customers or the
targeted market about their products and services they see an huge increase into the sales for
their products as more and more people are now getting known about the company. As the sales
increase the finances which the company receives also increases. This provides the company a
chance to increase their finances which helps the company in making their position very much
strong. As in the case with company Marks and Spencer, due to more marketing function the
more people gets educated about the company and more people would try to make a purchase
from the store. This will ultimately helps the organization in the increase of their sales. It has
been proven that through proper marketing the sales of the company does gets increase as more
and more people or the customers tries to purchase the products.
Product development: The products for the company gets develop as per the requirements of
the market. Through market research the company knows about the needs and wants of the
market and then tries to develop the product which meets the same. Product development is
initiated by seeing the future needs of the society or by predicting it and making releases the
needs of it to the customers. Product development can any edition into the existing product or
can be the introduction of a whole new product (Baker and Saren, 2016). As in the case with
marks and Spencer, the company brings innovation and creation into the clothing lines and the
home products which they manufacture. In fashion industry the changes are very much frequent,
every season there is a now collection of styles, therefore to meet that demand the company has
to bring up innovation and creation into their collections.
Communication: The marketing function helps the organization in communicating their motive
and the message which they want to convey it to their targeted market. With the help of
marketing tools and techniques the organization can communicate about the message which they
want to convey to their customers. The communication can be regarding educating the market
about the company and company’s products, it can be about telling the customers about the
offers or the discounts or it can for spreading any general message. Through marketing the
company can communicate directly to the customers and can delivers its message. For example
the holders of marks and Spencer company in which the company has written about its date at
which the discount would start is also taken to be as a communication because here the company
is communicating through these holders and delivering the message (Brennan and et. al., 2014).

Explain how roles and responsibilities of marketing relate to the wider organizational
context
The marketing department is related with the other departments of the organization. All
the departments into the company or organization are interrelated with each other and together
they work and achieve the goals and objectives of the organization. As in the case with Marks
and Spencer the company set its goal or the year which is them divided according to the
department wise. These departments take these goals as a target and work towards it for attaining
it. The department of marketing is interrelated with the following department of organization:
Production department: The production department job is to manufactures the products for the
company. They produce the products which is been specified by the company. As the marketing
department will perform its advertising and promotional activities, it is generally normal that the
sales of that company tend to get increased (Brooks and Simkin, 2012). Production department
task would be then manufactures the products with accordance to the level of marketing done by
the company. If the company would perform small scale of marketing which is usually done at a
particular city or state, then the good would produce in accordance to the demand of that city or
state. But if the marketing is been performed at a huge level which covers a nation or many
nations then the production department would produce the goods accordingly. Therefore the
marketing department does interrelate with the production department as according to the level
of marketing the production level takes place.
Human resource department: The human resource department job is to organize the
recruitment and selection program into the organization. This department hires the talented forks
for the company. There job is also to take care of human resource needs by integrating
employees goals with the goals of organization. When for marketing purpose the organization
would need the workforce then the human resource department would hire the people with the
required skills and knowledge for the marketing department. Here the marketing department
would help the department of human resource by stating the people which they need and looking
for. They also provides the skills set which should be present into that candidate (Faßmann and
Moss, 2016). Then the human resource department would organize the recruitment and selection
program in which they sent invitation to the people. In that invitation the organization mentions
the about the qualities and skills set they are looking for in a person. Therefore that’s how both
human resource department and marketing department are interrelated with each other.
Finance department: The task of finance department is to manage the finances for the
company. There task is to invest into the profitable places where the company would get the
returns. The task of the finance department is also to provide the finances to the company are
other department. For example production department would need finances for the purchase of
raw materials, likely human departments would be needing finance for paying out their
employees and similarly the marketing department would be needing finance for pursuing the
marketing activities for the business. For performing the advertising and promotional activities,

the organization needs funds or money and these would be providing by the finance department.
The marketing department provides the budget which they would need for carrying out their
activities, these budgets get reviewed by the finance department and then the funds get initiated
into the accounts of marketing department. When the budget is been delivered to the finance
department it reviews the areas in which the marketing department is spending the money
(Haywood, 2019). It is also possible for the department to cut some costs and provides the funds
quite less compared to which is mentioned by the marketing department. That’s how marketing
and finance department is interrelated with each other.
Strategy and research: Here the strategy and research are the department which is
concern with undertaking the market research program for the organization. In this department
the research is performed about the recent trends which is been running into the market, apart
from these the past trends also gets evaluated and together they are analyze to assume the future
requirements or needs to the customers. Similarly the strategies are been prepared according to
the conclusion set by the research team. These strategies give the birth to the level of marketing
needs to get conducted by that organization. According to the strategies the marketing
department makes and forms its plans which help the organization into the attainment of its
overall goals and objectives. As in the case with marks and Spencer, the company does perform
the research program and digs out the trends which are running into the market. According to it
the company sets its goals and objectives for the company. These set goals works as a base for
the planning for marketing actions or programs which a company needs to taken under account.
Therefore that’s how the strategy and research department and marketing department is
interrelated with each other.
TASK 2
P3 Compare the ways in which different organizations apply the marketing mix to the marketing
planning process to achieve business objectives.
The marketing mix is applied in the marketing arranging methodology to accomplish
hierarchical objectives and target. The business association use different various techniques for
the use of marketing mix among their association. Generally, it is based over the market
socioeconomics, products and administrations of the organization, showcase size and friends'
size. The marketing mix is the apparatus which causes advertisers to understand the product. The
basic uses of marketing mix include 4 P's of marketing which include product, price, place and
promotion (Joshi, 2012). This methodology was later stretched out to 7 P's of marketing with
product, price, place, promotion, people, process and physical evidence.
Successful marketing addresses an expansive scope of zones rather than focusing on one
message. Doing so helps contact a more extensive crowd, and by remembering the four Ps,
marketing experts are better ready to keep up center around the things that truly matter.
Concentrating on a marketing mix assists associations with settling on key choices when

propelling new products or reconsidering existing products. The four Ps characterization for
building up a compelling marketing procedure was first presented in 1960 by marketing teacher
and creator E. Jerome McCarthy. Contingent upon the business and the objective of the
marketing plan, marketing directors may adopt different strategies to every one of the four Ps.
Every component can be analyzed autonomously, yet practically speaking, they frequently are
regularly reliant on each other. These 7 P’s are as follows:
Product: This speaks to an item or services intended to fulfill client needs and needs. To
adequately showcase a product or administration, it's critical to distinguish what separates it from
contending products or administrations (Khan and Adil, 2013). It's additionally critical to decide
whether different products or administrations can be advertised related to it.
Price: The deal price of the product reflects what shoppers are happy to pay for it. Marketing
experts need to consider costs identified with innovative work, assembling, marketing, and
appropriation—also called cost-based valuing. Evaluating dependent on purchasers' apparent
quality or worth is known as value based pricings.
Place: The kind of product sold is imperative to consider while deciding territories of dispersion.
Essential buyer products, for example, paper merchandise, frequently are promptly accessible in
numerous stores. Premium customer products, be that as it may, normally are accessible just in
select stores. Another thought is whether to put a product in a physical store, on the web, or both.
Promotions: Joint marketing efforts additionally are known as a promotional mix. Exercises
may incorporate publicizing, deals promotion, individual selling, and advertising. A key thought
ought to be for the financial plan doled out to the marketing mix. Marketing experts cautiously
build a message that regularly joins subtleties from the other three Ps when attempting to arrive
at their intended interest group (Larson and Draper, 2015). Assurance of the best mediums to
convey the message and choices about the recurrence of the correspondence additionally are
significant.
People: People are the most significant component of any help or experience. Administrations
will in general be delivered and devoured at a similar second, and parts of the client experience
are adjusted to meet the individual needs of the individual expending it. A large portion of us can
think about a circumstance where the individual assistance offered by people has made or
polluted a visit, get-away or eatery dinner. Keep in mind, people purchase from people that they
like, so the disposition, aptitudes and presence of all staff should be top notch. People have a
significant job in administration conveyance, they are depended upon to convey and keep up
value-based marketing and people have a significant impact in the client relationship.
Physical evidence: survives as we probably aware are to a great extent and intangible when
marketing. Anyway clients will in general depend on physical signals to assist them with
assessing the product before they get it (Lipsman and et. al.,2012). In this manner advertisers
create what we call physical evidence to supplant these physical signs in assistance. The job of

the advertiser is to plan and actualize such unmistakable evidence. Physical evidence is the
material piece of a help.
Process: Process is another component of the administrations marketing mix or 7Ps.There is
various view of the idea of process inside the business and marketing writing. Some consider
processes to be a way to accomplish a result.
Marks and Spencer is a British multinational company which is specializes in high
quality clothing, home products and food products. It is a retail company which was established
into the year 1884. And the company was founded by Michael Marks and Thomas Spencer.
Debenhams is another British multinational company which is engage in Retail business. The
company has many department stores in UK and Denmark. This company is very old as it was
established into the year 1778 by William Clark (Mitchell, 2012). The company has a total
number of 178 stores and additional stores in partnership and all.
The marketing mix of marks and Spencer and Debenhams is as follows:
P’s Marks and Spencer Debenhams
Product Here the product is the item
and the items for the
companies are clothing, home
products and food products
Here the products are the
clothing, toys, accessories,
cosmetics, electrical, home
and furniture.
Price The price is the cost or the
value of that product. The cost
which is set by the company
can only be afforded by the
people who have the income
of above average.
The price which is been set by
the company can be afford by
average person as it act on
competitive prices and comes
up with frequent discount
offers.
Place The products are available at
both online and offline sites.
In online site at products are
available at official site of the
company and at offline
platform in its stores
The products are available at
the store and as well as at
online platforms
(Papasolomou and
Melanthiou, 2012).
People The workforce of the company
is very much talented and
good at their work.
The work force in this
company is very much
supportive and understandable
which is good of the
organization.
Process The process which has been
adopted by the organization is
very much simple. It sells its
products at online and offline
platforms.
Same with the case of
Debenhams in which the
company sells its products at
both online and offline mode.
Physical evidence The physical evidence can be The physical evidence can be

the brochures, bills which is
given by the company.
the ads or the campaigns
which the company runs.
Promotions The company promotes its
products through advertising
and promotional activities
which may include ads on TV,
newspapers, holders and so
on.
The promotional activities
may include the events and
campaigns which is organized
by the company. They work as
a promotional activity.
Produce and evaluate a basic marketing plan for an organization
The marketing plan is a record which should cover the entirety of your marketing efforts
and exercises throughout the following year. It ought to be very much idea out and have
contribution from people working in every aspect of your business, from money to staff and HR.
It should prepare towards accomplishing your marketing targets and each part ought to be upheld
up by strong research and thinking (Perreault, 2018). The marketing plan offers marketing work
force the opportunity to legitimize their choices and make everybody in the organization mindful
of their goals with the expectation that the entire organization will mobilize together to get it
going.
For marketing plan formation, first the company needs to make a market research. In that
research program the company has to analyze the past and current trends which are running into
the market. With the help of these the organization then frames its objectives and mission for
itself. After making the objectives and mission, the organization then plans for its marketing plan
accordingly. The marketing plan of marks and Spencer includes:
Marketing objective: Here the objective of marketing activity should be emphasized clearly.
Here the marketing activities can be through advertisements through televisions, newspapers,
holders, launching of new event or campaign and the so on. For example the company wants to
introduced a new range of clothing lines for men and women and named this clothing line as
Premium. Here at this clothing line the elite people can afford the products because of the prices
it is associates with. Therefore to promote this range or product line the company has to make a
plan accordingly (Pike, 2015). For marketing plan the company can includes
Advertisement and promotional activities Costs
Promotional through public event 2500 $
Organizing a campaign in a large scale 7000 $
Television, newspapers, holders marketing 150 $
Total 10650 $
From the above table, the activities which the company would go to undertake for its marketing
plan are stated above with their associated budgets (Pricilla, 2019). Here the company would
have a total expenditure of 10650 $ in performing the advertising and promotional activities.

CONCLUSION
From the report which is presented above, the role and responsibilities of marketing
function has been discussed. The roles and responsibility may include communication, market
research, product development, finance and the so on. The marketing function is also interrelated
with the other departments of organization like with production, finance, human resource
departments and the so forth. The report also includes the marketing mix of marks and Spencer
company which tells us about how the company uses this marketing mix for their marketing
plan. Apart from this the report has the marketing plan.

REFERNCES
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