Marketing Essentials Report: Key Roles, Mix, and Planning Analysis

This report provides an in-depth analysis of marketing essentials, focusing on the key roles and responsibilities of a marketing department within an organization. It examines the relationship between marketing and other essential departments such as operations, finance, and human resources. The report also explores the application of the marketing mix elements (product, price, place, and promotion) by various enterprises, using Wilkinson and Tesco as examples. Furthermore, it briefly touches upon the development of a marketing plan for a company. The report highlights the importance of effective marketing strategies in achieving organizational objectives and driving business growth, emphasizing the need for coordination among different functional areas to ensure success.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibility of marketing function..........................................................1
P2 Responsibilities and roles of marketing function relate with wider organisational context. .3
TASK 2............................................................................................................................................5
P3 Application of elements of marketing mix by various enterprises....................................5
TASK 3............................................................................................................................................8
P4 Marketing plan for an enterprise.......................................................................................8
Covered in PPT.......................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is a process of create, communicate and offer something which have value for
customers. This is done by every enterprise to satisfy its consumers. For this manager of firm use
various promotional tools (Malhotra, Birks and Wills, 2013). This is one of the essential and
important activity of every organisation because it provide them an opportunity to communicate
with its customers. Basically marketing is broad concept , number of activities are included in
this from identify the needs of customers to deliver them the same. If effectively done, this
process can contribute a lot in the success and growth of company. Wilkinson who deals in
variety of households products and is global retailer is taken under this report for study. Main
responsibilities and roles of a marketing department of an organisation is mentioned under this
report. Relation of marketing function with other essential department of a company is also
mention in this. Basic elements of marketing mix and application of these factors by different
firms and marketing plan for a company is also included in this report.
TASK 1
P1 Key roles and responsibility of marketing function
Marketing department comes under one of the essential department of every organisation.
Various activities are executed by this department to increase the sale of firm's offering. This
department first collect information about needs of customers and do various efforts to satisfy the
same. Further it assist and guide the customers to make right purchase decision. It is very
necessary that all roles and responsibilities should be well performed and executed by the firm
otherwise company will not achieve its business goals. Main responsibilities and roles of
marketing department of Wilkinson can be understood by the following points: Product: Anything which a company offer to its customers for satisfy their needs or to
fulfil their specific requirements is known as product. It is the final offering of a company
or anything which a company can offer to its consumers (Dibb and Simkin, 2013). It is
very necessary that offering of a product should be unique so maximum number of
customers can be attracted towards it. To achieve growth in the market it is very
necessary product of company should be of good quality so it can capture a larger market
share than its competitors. Research can conducted by Wilkinson to know more about
needs of customers.

 Price: It is that quantity of money which a seller of goods charged from its buyers. This
is also known as selling price. This is one of the most sensitive factor of both company
and product's growth. It is very necessary for a company to set a right prices of its
product so firm can generate more revenues and at the same time can offer value to its
customers for the money they paid. Marketing department of firm conduct research and
survey in order to find out how much customers are willing to pay. Managers of
Wilkinson can do the analysis of price of competitor's product. Selling: Provide goods to the buyer in exchange of some pre decided consideration is
known as the process of selling. It comes under the responsibility of marketing manager
to make this process more convenient (Rowley, 2016). For this mangers of Wilkinson
should make sure that its products are available to all the near stores of its customers so
they can buy the product easily. This ensure maximum sale of company's goods and
provide various short and long term benefits to firm. Promotion: Advertising of a product for create brand loyalty and generate sales is know
as the process of promotion. In this firm use various promotional tools to communicate
with customers and influence them buy the company's product. Publicity, sales
promotion, personal selling, advertisement and direct marketing all are the main tools of
it. Methods and process which is used by marketer top provide information about its
offering is also covered under this. Deliver information to customers, create demand for a
particular product and differentiate firm's offering form the offering of its rivals are the
main three objectives of this process. Execute all the promotional activities in an effective
way that a firm can achieve its set sales targets is come under the roles of a marketing
department. Management information system (MIS): This mainly refer to the processing of
information through various technological devices such as computers which support the
managerial decisions of a business entity (Pike, S., 2015). Marketing deprecate of firm
conduct various research and survey to get information requirement of customers. It is
responsibility of marketing department to keep this information and provide it to the top
managers so they can take effective decision regarding the business. In this way
Wilkinson satisfy or fulfil the requirements of its customers and can get their loyalty.

 Distribution: Tools and methods used by a firm to deliver its product to the final
customers is come under this. Choose an effective distribution is come under the
responsibility of marketing department. Distribution channel use by Wilkinson must be
cost and time effective (Functions of marketing,2017). It help the firm to avoid
unnecessary delays in delivery of product ad at the same time help to make the final cost
of product low. For this marketing manager of Wilkinson cans analyse all the resources
available in the market and at the same time can examine the channel use by its
competitors.
 Financing: Proper amount of funds is a pre requirement of every activity of an
enterprise. Lack of funds create unnecessary delay and at the same time negatively
hamper the image of company (Baker and et. al., 2016). It is very necessary that manager
of firm should allocate required funds so that company can execute all operations
effectively.
To perform his role effectively it is very necessary that manager of marketing department
of Wilkinson should have detailed knowledge about all this. In this way firm can maintain the
quality of its products and can capture a larger market share. Further company can offer its
quality products at lower prices and can gain short and long term benefits.
P2 Responsibilities and roles of marketing function relate with wider organisational context
Concept of marketing is very broad and essential for every company. It help in ensure
that firm deliver effective features in its products and satisfy needs of its customers. For
achieving growth it is very necessary for a company to understand this concept and its
importance. This ensure achievement of organisational objectives and provide various other
benefits to a company. Overall it is very necessary that all function and activities of marketing
department should be executed effectively because all these are related with other functions of an
enterprise. Relationship of other functions with marketing department is detailed as below: Marketing department and operation department: Production process of a company is
executed by operation department. It is very necessary that there must be a cooperation
between the activities of these department (Berkowitz, 2016). To get this managers of
these department can make a written plan to add effectiveness in the production process.
This guide the manager of operation department to maintain quality of products which

give direction the marketing function of business. In this way company can achieve set
objectives and targets. Finance department with marketing department: Finance department of company
identify the requirement of funds of every department, make budgets and allocate funds
so they can execute their business activities. It is very necessary that there must be a
coordination among the marketing and finance managers of Wilkinson so that required
amount of funds can be allocated to the marketing department for execute its promotional
activities. Research and development department with marketing function: Different type of
survey and research are conduct by research department to collect information regarding
what is going on in the market and requirements of customers. Department of marketing
guide the manager of development department about the issues and areas need to be study
by the company (Brooks and Simkin, 2012). By doing this Wilkinson can attract more
customers towards its offering. Marketing department with human resource department: Management of employees
and activities related with them all are manage by the human resource department. Today
workers of a company contribute a lot in its growth because these are the one who make
products and deliver services to its customers. Skills and capabilities of employees
directly impact or affect growth of company. They help enterprise to meet its production
targets, implement strategies and many more. All this give guide to the activities
activities of a marketing manager. Marketing function with sales department: Activities of these two department are linked
with each other. Various promotional activities are executed by marketing department
which increase sale of company and increase effectiveness of this department.
Coordination between these is very necessary so that sales department can maintain a
level of finished goods to meet the demands of customers.
 Marketing department with IT department: Technology is used in also every aspect of
organisation. Firm use various type of technological tools and techniques to collect,
evaluate and store information for future guidance. This collected data support managers
of marketing during the process of decision making. Company can do online promotion

of its products (Brassington and Pettitt, 2013). Managers of IT department can assists the
marketing department for effective use of available technology.
Large number of activities are covered under the concept of marketing which makes it
more complex. It is very necessary that all the activities should be performed well because half
success of firm depend on this. Not only this, this function of company affect other operation of
a firm also. To take right decision at right time and to implement all the activities effectively it is
very necessary that there must be a coordination among various operation of Wilkinson so firm
can achieve its targets easily. Coordination help in maintain the effectiveness of business
operations.
TASK 2
P3 Application of elements of marketing mix by various enterprises
Marketing mix is defined a set of various marketing tools which used by an enterprise to
influence its customers. Basically this include four broad concepts of marketing mix called
product, price, place and promotion (Caragher, 2016). One of the main advantage of using this
concept is that it help the firm to make an attractive product for customers, assist the company to
set right price for the product and ensure that product is available near all the stored of company.
As time passes three more elements called people, process and physical evidence also become
the part of this concept. These are known as extended P's of marketing mix. Application of these
factors remain different form enterprise to enterprise. How two enterprise Wilkinson and
TESCO use this to achieve their set objectives can be understood by the table given below:
Basis Wilkinson TESCO
Product Firm make and offer variety of
household products to its customers
including cleaning and skin care.
Innovative and feature products are
one of the main quality of this firm
which help the company to satisfy its
customers and to get their loyalty. All
this increase market share of firm.
TESCO deals in variety of
products include cloth,
electronics, food, grocery and
many more. Various efforts are
done by the company to increase
the amount of profit (Desai,
2013). This company also use the
concept of online marketing to
attract more customers towards

the firm's products and to get a
greater market share than its
rivals.
Price One of the main characteristics of
Wilkinson is that firm offer quality
products to its customers at low prices
(Marketing Mix, 2017). This attract
more customers towards the firm's
product and company generate larger
amount of revenues. To set a right
price company do research to know
how much customers are willing to
pay.
Price is one of the sensitive
element in the overall growth and
success of the firms; products.
That's firm TESCO do various
research for setting final price for
its products. Company use the
strategy of cost leadership for
setting right price for its products.
Under this firm make sure to
meets all the standards of product
quality so that it can fulfil
different requirements of its
customers.
Place Presently, Wilkinson is operating in
more than 387 counties with more
than 1500 stores. Layout of various
stores of firm is simple and effective
which help the customers to find their
product easily and save their time of
purchasing (Ogunmokun and Tang,
2012). Company use a cost and time
effective strategy for store its raw
material in warehouse which help the
firm to maintain the price of its
products low.
TESCO has more than 6553
stores in more than 125 countries
through which firm provide its
services to its customers.
Company make large amount of
profits every year. Stores of firm
are balibuntal near its customers
which increase convenience of
customer, further they can buy
products online also.
Promotion Advertisement, sales promotion,
direct marketing, personal selling,
TESCO also use variety of
communication channels to

publicity all are the main promotional
tools which are used by the firm to
promote its product and to attract
more customers. It is very important
for managers of Wilkinson to
effectively use all these resources to
achieve set targets.
promote its product. Firm think
that set low price for the product
is enough to attract more
customers towards it.
Advertisement, personal selling,
direct marketing and many more
use by the company to pursue its
customers.
People Employees of every organisation play
an important role in its overall
success. Capable or skilled workforce
is one of the biggest strengths of firm
which ensure effective
implementation of complex tasks.
Further skilled workers help in
maintain the quality of firm's products
and support the manager during the
process of decision making.
TESCO provide effective training
to its subordinates to fulfil their
tasks effectively. Firm encourage
its customers to support or guide
customers so they can make
better decision of purchase.
Timely evaluation of employee's
performance is done by the
company to identify the gaps
between actual and standards
skills of workers.
Process Company do various efforts to ma the
purchasing process more convenient
for its customers. For this company
provide training to its employees like
how to behave with different kind of
customers and to make their purchase
experience better.
To deliver better experience to
customers company offer quick
and effective services to its
customers (Ogunmokun and
Tang, 2012). Company use
effective strategies from buying
raw material to deliver final
products to make the final price
of product low.
Physical evidence Presently firm is operating through
number of stores in different locations
Simple and attractive outlets of
company is one of the main

(Gamble and et. al., 2011). This
increase convenience level of
customers. Further online marketing
of company give opportunity to
customers to check and verify the
features of product before make a
final decision of buy.
features which attract large
number of customers every year.
TASK 3
P4 Marketing plan for an enterprise
Covered in PPT
CONCLUSION
From the above information it can be concluded that marketing is broad concept and
understanding of this concept is very necessary for a firm like Wilkinson. It is very necessary
that all activities included under this concept should be implemented well. Managers of
Wilkinson can use variety of promotional tools to communicate with large number of audience
and to motivate them. For achieving success it is very necessary that all roles and responsibilities
of marketing function should be implemented well because this contribute a lot in the success of
firm. Functions and activities of marketing department are related with other functions of a
company so there must be a coordination among marketing and other function of firm. It is very
necessary that firm should effectively use all the factors of marketing mix to achieve business
objectives. Further company can achieve all its promotional targets by preparing an effective
marketing plan.

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