Marketing Essentials: Role, Marketing Mix, and Plan Evaluation Report

This report provides an in-depth analysis of marketing essentials, focusing on the role and responsibilities of a marketing functional unit within an organization, the elements of the marketing mix (product, price, place, promotion, packaging, positioning, and people), and the development and evaluation of a marketing plan. The report uses Topshop as a case study to illustrate the application of marketing principles. It covers how marketing departments contribute to brand management, promotional activities, and customer satisfaction. The marketing mix elements are explained in detail, highlighting their impact on product promotion, pricing strategies, distribution, and customer engagement. Furthermore, the report discusses the process of creating and evaluating a marketing plan, including goal setting, analyzing the current situation, developing marketing strategies, and allocating resources. The conclusion summarizes the key findings and emphasizes the importance of integrated marketing efforts for achieving organizational objectives and enhancing productivity and profitability.

MARKETING ESSENTIALS

Contents
INTRODUCTION.......................................................................................................................................3
LO1 Role and responsibility of marketing functional unit in an organization.............................................3
LO2 Element of marketing mix...................................................................................................................4
LO3 Develop and evaluate marketing plan..................................................................................................5
CONCLUSION...........................................................................................................................................6
REFERANCES:...............................................................................................................................................8
INTRODUCTION
Marketing essential is a business process of developing relationship between customer and
customer satisfaction. The essential focus customers need demand and requirement. Marketing is
a opportunity make a planning for cover or market services. Top-shop a british multinational
retailer company that will provide their customer luxury service and home base product their

company sell their services for profit making. Report will analyze role of marketing and how it
will interrelate organization function. It will also show marketing element that will help company
to achieve organization goal and objective. Marketing mix element 7ps describe organization
planning and process. Marketing plan based on production employee development and
motivation or achieve company objective and goal. “The marketing process responsible for
identify anticipating and satisfying customer requirement profitability”.
According to PHILIP KOTLER “ Marketing is the social process by which individual group
obtain what they need and want through creating and exchanging product and valur with other.
LO1 Role and responsibility of marketing functional unit in an organization.
The marketing departments play a important role for promoting and developing business. The
marketing departments also help company for achieve firm vision and mission. Role of
marketing department:
It also help define and manage company brand, image, reputation and company
productivity. It will conducting camping management for develop marketing strategy it will
improve company products and services that will help attract customer for. Top-shop. Product
marketing and promotional material describe product services and interact customer experience.
When marketing department create responsibility for monitoring and managing Mark & Spencer
promotional activity. That activity influence customer to use company product and services.
Marketing function will be describe product services is good so the company . Top-shop increase
profitability so the company develop new strategy for improving selling activity(Andrews and
Taylor, 2017.). The company Mark & Spencer manage company standardization and company
grading that will provide company working process is good so the consumer have start using
their services.
The marketing function describes company product advertisement and sales promotion
for improving sales and market strategy(Moore, 2014.). The lower pricing include product
planning process and service for improving publicity of company and product. Marketing
information help company to tack risk for making new planning for market and customer
attraction. Top-shop provide exchange facility for their customer to use their services that will be
help company to improve customer support and using company facility.
Marketing function enroll will be interrelate with providing customer services and
improve company productivity or profitability. When company making profit that time the
company work a successful firm. Product price place and promotion know the company elements
that element helps and provides guidance for making promotion strategy for complete company
targets and goals. Set of activities and product services according to customer need demand and
requirement. . Top-shop establish product life according to product growth and maturity.

Marketing activity create planning executing pricing promotion and distribution of ideas goods
for customer satisfaction and achieve organizational objective.
LO2 Element of marketing mix
Element of marketing mix define concept and idea for making strategy for brand
population. Marketing element represent to promote a product of brand.
Element of marketing mix
Product: Product will be describe that goods will be manufacture by company for the
providing customers services and facility. Product will be define tangible and intangible services.
Tangible services and product include that services we will touch and use in direct manner.
Intangible services is that we will not touch and feel(Huang and Sarigöllü, 2014). The intangible
service is patents and copy writes. An intangible item will be use for physical nature as product
as a product services. In marketing product can be offer to a market need and condition of
product capability.
Pricing: Pricing will define money which pay by customer for using company services
and product. The price of a service that will be help customer for using services. It also define
marketing plan that will be define Mark & Spencer profit and customer attraction. Pricing always
help company to make a profit and benefit. Marketing mix element pricing will describe
marketing penetration and market skimming pricing or natural pricing that will be use according
to customer preference and customer importance.
Place: Place will be refer . Top-shop location of the company services that will use for
the providing customer. Place is the activities of attracting customer for using best location
coverage and providing transportation services. The place describe product placement or
distribution that strategy use by . Top-shop marketing department. The distribution strategy
attract company employee for improve company productivity. That productivity improvement
motive employee for their work. The best place will be attract employee and customer for using
and providing services without any issue.
Promotion: Promotion will help company to improve company brand, productivity and
company services. . Top-shop want promotion their company and their services which will they
provide customer satisfaction that services are making good communication relation between
employee and customer. The company make a promotion and advertisement for increase sales
organization, sales promotion, maintain public relation and provide knowledge for company new
services that services increase product buyers and users. The promotion help bust company
profile(Davcik . and Sharma, 2016).
Packaging: It will be define company product design and packaging for attract customer
using their services. Packaging also refer product promotion and advertisement. Top-shop

change product packaging and their services design for improving customer facility. the product
packaging will be use for making product security. Because the product packaging will be design
according to product safety and attract the customer. The product packing will be work for
improve customer satisfaction.
Positioning: Positioning defines . Top-shop develop product promotion and establish
their product services in customer mind. Positioning in the market of a company will be improve
company position in the market. The position will be show company product useful for the
customer and customer make demand for top shop product and services .that will be show
company services and product demand and requrimanet in the mark so the product position is
good in the company.
People: It will be define terms of people in a business that are responsibility for using
elements of sales and marketing strategy or activity in the business and marketing mix. In the
people include according to company people is the employee and in the market people is the
customer. That will be work for the company development. The company is Top-shop work for
the providing best facility there customer in the market. In the company environment the
employee and customer will be work for the making profit and improve productivity.
LO3 Develop and evaluate marketing plan:
Marketing plan is a activity of making marketing strategy for developing product
promotion attract customer and cover market. Marketing planning is generate new idea and
develop that idea for improve product services and customer facility. Marketing planning process
define company goal, current situation, market strategy and allocating marketing resource and
monitoring(Marketing mix.2016), Top-shop use that plan in detail for the analyzing product
development, product testing and review of market performance.
Marketing planning process
Goal setting: In the marketing planning process goal setting help, Top-shop for establish
company vision and mission and establish company objective for achieving goal and make
profit. The goal setting will be help company for making new strategy and planning for the
achieving company objective and goal. The company top shop set different target and goal in the
market for the develop product and profit. The company will set goal and objective for making
new strategy process and try how to achieve company goal.
Analyzing current situation: Top-shop want analyze company current situation for
making new strategy(Pike, 2015. ). For the current situation analyzing company make marketing
audit, sort analyze and research on marketing assumption. The top-shop company analyze market
current situation and company current situation that will be help for making new strategy
according to condition. When company want to make new strategy and want to make a any
change in company working process and environment condition that will help company for

analyzing company current situation. The current situation also help improve productivity and
profitability.
Create the marketing strategy: Marketing strategy of Top-shop that will decide marketing
objective through the company strategy planning. The company makes long and short term
marketing strategy for achieving company goal for the company Top-shop development. The
marketing strategy give expected result according to company plan strategy also create
alternative plan for making profit and product development. The company creates marketing
strategy for attract customer and improve company production. The new strategy makes
company according to change market and customer demand and requirement of change market
policies. The company makes policies according to market strategy. The Top-shop make new
strategy for the create image in the market. The market strategy also help company for the
develop company employee skill development and it’s also help complete customer demand and
need.
Allocating marketing resources and monitoring: Marketing resources define marketing
budget that will make by the company for making profit and increase uses of their products and
services. Company also make a budget for product promotion advertisement and attract
customer. The company makes a strategy for cover all market attention for new product and
services. Top-shop use that plan in detail for the analyzing product development, product testing
and review of market performance. The marketing resource helps company top-shop for use new
resources and improve company resources and technology that will help company employee for
develop their skill and knowledge. When company start use new resources that time the
company also make a planning for monitor company employee and technology for improve
company strategy.
CONCLUSION
Form the above study it has been summaries different type of role marketing and function of
marketing environment we also analyze interrelationship between marketing and its functional
unit of an organization. In the study evaluate organization element and marketing mix help to
achieve organization objective. Marketing plan evaluate and develop product and marketing
strategy in the organization. The company also make strategy for the develop company
productivity and profitability. This company also make evaluation plan for company
development in this plan a company use allocating marketing resources and monitoring, create a
marketing strategy, Analyzing current situation and goal setting that will develop company
process and strategy. In this marketing mix 7ps help to making planning process and company
development process or improve company working condition. In the all strategy reanalyze top-
shop company work for employee development, company development and earn company

productivity and profitability. The company also evaluate market strategy and company
environment.

REFERANCES:
Books and journal
Pike, 2015. Destination marketing: essentials. Routledge.
Moore, 2014. Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream
Customers (Collins Business Essentials).
Huang and Sarigöllü, 2014. How brand awareness relates to market outcome, brand equity, and
the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132).
Springer, New York, NY.
Armstrong, Adam and Kotler, P., 2014. Principles of marketing. Pearson Australia.
Andrews and Taylor, 2017. Keeping Adult Education in the Mix: Using the Marketing Mix to
Foster Viable and Sustainable Graduate Programs for Adult Learners. International
Journal of Technology and Educational Marketing (IJTEM), 7(1), pp.26-37.
Davcik . and Sharma, 2016. Marketing resources, performance, and competitive advantage: A
review and future research directions. Journal of Business Research, 69(12), pp.5547-
5552.
Online:
Marketing mix.2016,. marketing mix., < https://onlinelibrary.wiley.com/doi/abs/10.1046/j.1365-
2648.2002.02126.x>