Unit 2 Marketing: Exploring the Marketing Concept - Nelson College

This report provides an overview of the marketing concept, its role in the 21st century, and its interrelation with other business units. It details the roles and responsibilities within marketing, the competencies required for success, and how the marketing function interacts with departments like human resources and accounting. The report also discusses the marketing mix, including product, price, place, and promotion, using Apple Inc. and Samsung as examples. Furthermore, the report touches on the importance of a marketing plan, highlighting strengths, weaknesses, opportunities, and threats. It concludes with recommendations for Apple, such as implementing a skimming pricing strategy and maintaining its innovative value proposition. The document emphasizes the vital role of marketing within an organization, irrespective of its size and scope, and provides a list of references.

THE
MARKETING
CONCEPT

TABLE OF CONTENT
• Introduction
• The concept and role of marketing in the 21st century
• Roles and responsibilities in marketing, and the competencies required to succeed
• Marketing function works and interacts with other departments
• Marketing Mix
• Marketing plan
• Recommendation
• Conclusion
• References

INTRODUCTION
Marketing is a business process related to selling products and services which is
inclusive of advertising and marketing research. This is one of the most vital
function within an organization it respective of its size and scope.

THE CONCEPT AND ROLE OF
MARKETING IN THE 21ST CENTURY
• In 21st century marketing emphasise upon adding value to consumers by entertaining
as well as educating them.
• In this digital marketing is playing important role in today’s marketing environment in
which digital marketing is providing organization to attract and influence number of
consumers

ROLES AND RESPONSIBILITIES IN
MARKETING, AND THE COMPETENCIES
REQUIRED TO SUCCEED
Defining and managing brand
Conducting campaign management
Internal communication
Conducting consumer and marketing research
Marketing information management

MARKETING FUNCTION WORKS AND
INTERACTS WITH OTHER DEPARTMENTS
• Marketing and Human resource department:
• In context with marketing department they work closely with
humans resource department within company in order to create
awareness of the brand of company which helps human resource
department to influence more potential employees.

CONT……..
• Marketing and accounting department:
• In respective organization marketing department work together
with accounting department in order to monitor sales and trends in
order to further manage marketing campaign effectiveness.

Marketing mix
Marketing mix is regarded as the fundamental model for business which
incorporates the product, price, place and promotion. Additionally, the
marketing mix have been also stated as the set of marketing techniques that
entity uses in order to pursue its marketing objectives into targeted
marketplace.

Elements Apple Inc. Samsung
Products The firm keeps on investigating their item blend,
fostering the conceivable outcomes to add non IT
related things. The key product offerings of Apple
Inc. are iPhone, iPad, iPod, Apple TV, Apple watch,
programming and numerous others.
the formation of new product. As shown in the going
with table, Samsung things can be disengaged into
three divisions and each division consolidates more
than one thing arrangement.
Physical evidence Physical proof is what customer screens prior to
purchasing things (Mogaji and Yoon, 2019).
Additionally, this might be anything from the shops,
logo, bundling or staff uniform. Furthermore, they
has overseen for recognizing a strong collaboration
among entire these parts to foster extreme premium
brand. Likewise, Apple stores are framed to be
welcoming as well as moderate to gives buyers a
customized encounters that includes classes and
occasions.
Physical Evidence is one of the parts in the Marketing
Mix of Samsung. The association exhibits things in
different toned packaging can be expeditiously found
on store racks. They are put on the association's
uncommon racks, which have a substitute tone and
plan. It allows the place of these racks in powerful
retail stores for clients.

Marketing plan
Strengths Weaknesses
Higher recognition of brand
Technological advancement
More dependency upon the sales of iPhone.
Opportunities Threats
Opportunity to strengthen the
ecosystem of brand through entering
into new market like luxury food
market.
The main threat is counterfeiting for Apple’s
items and growth.
is

Recommendation
It has been recommended to Apple that it have to comply skimming pricing strategy
by which they may charge premium price, to thereafter lower than over the period. As
demand of first customer is satisfied and competitions enter the market area, Apple
lower down the cost in order to grab the attention of others, more cost effective
population segment. Along with this, it has been also recommended to them that they
have to follow their innovative value proposition which rarely ever presenting the
price of their goods. Although the cost might be higher in comparison to competition.

CONCLUSION
Thus according to the abovementioned report it has been
concluded that marketing is among one of the most important
department or role and responsibility within an industry
irrespective of its size and scope.