Marketing Essentials: Roles, 7Ps of Marketing Mix and Case Study

This report, titled "Marketing Essentials," delves into the core principles of marketing, using the Wilkinson case study as a practical example. It begins by outlining the crucial roles and responsibilities of the marketing function within an organization, emphasizing the importance of market analysis, planning, product development, and pricing strategies. The report then explores the duties of the marketing department in relation to other organizational functions, such as human resources, research and development, finance, operations, and information technology, highlighting their interconnectedness in achieving business objectives. The main body of the report focuses on the 7Ps of the marketing mix—product, price, place, promotion, people, process, and physical environment—analyzing how Wilkinson and another company, Next Plc, apply these elements to their businesses. It examines product strategies, pricing approaches, distribution channels, promotional activities, and customer-centric aspects to demonstrate how these components contribute to marketing success. The report concludes by summarizing key findings and reinforcing the significance of a well-integrated marketing strategy.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibility of marketing function ....................................................................1
P2 Duties of marketing related to the organisation.....................................................................3
TASK 2............................................................................................................................................5
P3 7P's of marketing mix in different organisation ....................................................................5
TASK 3............................................................................................................................................8
Covered in PPT...........................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is process of a business formed with selling and purchasing a services or
goods. It considers delivering, promoting, advertising, pricing, planning and distributing
products to fulfil buyers wants and needs. According to the American Association- Marketing is
the set of institutions, activity as well as processes for exchanging, communication and creating
offerings that define as a value for clients, customers, society and partners at large. There are
many scope of marketing which is includes place, price, services, goods, experiences,
information, events, ideas, and property are marketed.
This assignment is based on topic “Marketing essentials” and based on the case study of
Wilkinson in UK (Ahrens, 2011). There are three task which will includes roles and
responsibility of the marketing function and those are related to the organisational context. 7P's
of marketing mix and plan for the Wilkinson also described in this file.
TASK 1
P1 Roles and responsibility of marketing function
Marketing function is very important for every organisation to achieve long term growth
and development. From the same, Wilkinson is provide house hold products to the which is
highly satisfies the wants and needs of the customers. Role and responsibilities of the marketing
function, which is necessary to attain goals and objectives. There are several functions are as
follows:
Analysing and Gathering market information: This is one of the significant function of the
marketing. There are several forms is made to identified by the consumers are as below:
 What do the buyers need and want?
 What product quality and price?
 When and where they want?
All the applicable information and question regarding the consumer which is analysed and
collected (Brooks and Simkin, 2012). This kind of duty is important for the success of the
company. In this form buyers are confusing what type of advertisement and promotion they
select.
Planning of marketing: It is also another essential function of marketing which is define a
planning process related to the organisation objectives and goals . Example: Wilkinson has 25%
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market share of particular product in UK. From the same mentioned company wants to boost it
to30%. in this situation marketers conduct a plan regarding promotion and production level. It is
also identify main duty is how, who, where, why and where which is known as planning.
Product development and designing: Both product designing and improvement are play an
essential role in the process of selling, delivering and distributing. Design is best part to attract
the consumer and achieve high sell and productivity. In this form company apply the
communication channel such as advertisement, promotion, publicity and other ways.
Grading and Standardisation: It is refers to analysing standard, it includes design, size, weight,
quality, raw material and colour etc. which is used by the business in order to respect of specific
product. Goods having similar standard such as characteristic which are placed in a provided
grade or category so this kind of placing is known as grading (Burke and Friedman, 2011). For
the example: Mentioned firm produces house hold products that are having 3 grades and their
name is x,y and z etc. It is representing three quality levels which is called as better, moderate
and ordinary in respectively.
Labelling and packaging: One of the main aim and objective of packaging is avoiding damage,
breakage and devastation etc., of the products during storage and transit. Covering is a best
facilitates in the process of conveying, handling and lifting the goods. From the same time,
buyers demand and want goods in various qualities and they require special wrapping. There is
some material of covering is bottles, plastic & jute bags and wooden boxes. Label is also known
as slip which is recovered on the goods itself. It is giving whole necessary information about the
goods and its suppler.
Buyers support service: Customers is very important person in every organisation. . Thus, it is
chief marketing function of every seller to offer each possible support to the purchasers. They are
offers several services which are as follows: After sales, technical, maintenance, credit services
and handling purchaser’s complaints etc. These services are very important and necessary for the
customer satisfaction.
Product pricing: It is one of the main and important function of marketing and company
manager to set the affordable price of an items (Cavusgil and et. al., 2014). It is impacted by its
profit rate, cost, competing goods price and government policy etc. Bundled pricing strategies
which is apply by the cited company in their business. This is a best policy because it create the
high growth and success.
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Promotion: It define as the communication channel which is very essential to informing the
buyers regarding the cited company products and inspiriting them to purchase these goods. There
are several elements of promotions such as publicity, personal selling, promotion and advertising
etc. In this way many judgements are taken by the merchandiser in order to respect the sales.
Physical distribution: As per this function, company can transfer their products from production
place to their customers so that they can consume it. There are four task such as inventory,
transportation, warehousing and others. With the support of this all things are taken by the
marketers at the correct place and perfect time which is generates place and time utility.
Transportation: All three activities such as sale, consumption and production which is not
required only one place (Desai, 2013). From the same, Good transportation for physical
distribution that would have to get irrelevant. It is not achievable in a general way. In this
situation production is determined single place and consumption at other location.
P2 Duties of marketing related to the organisation
Marketing is necessary and important elements of every enterprise. With the help of this
function an organisation achieves long term goals and objectives as well as increase product sale.
From the same, Wilkinson adopt different kinds of communication channel such as promotion,
advertisement, online selling and publicity of the service and product. It is one of the main
elements to attract their consumers through providing goods. there are many marketing function
in relation organisation such as operational, finance, human resource, research & development,
sales and informational technological department.
Marketing department: This department plan an essential role and responsibility in promoting
the business product and mission of an enterprise (Gummesson, 2011). There are many duties of
Wilkinson marketing department are as follows:
 Managing and defining the product brand.
 For marketing initiatives conducting campaign
 Producing promotional and marketing materials
 Managing as well as controlling social media
 Producing different communication channel such as internal and external.
 Delivering as social media liaison
 Conducting market and buyers research related to the new trends
 Overseeing external agencies and vendors
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Above all the duties which are play by the cited company manger because whole role are very
important for the business success.
Human resource department: This sector also play an essential role and responsibility in the
context of marketing function. One of the main duty to recruit and select knowledgeable and
skilled person who have best experience in this filed. They provide many communication
channel to the candidates (Hsu, 2011). Cited company human resource manager control and
manage overall performance and set the best strategies. There are few duties which are as
follows:
 Selecting and recruiting best and knowledgeable candidates
 Providing development and training programmes
 Sustaining better working position Managing workers relation
Research and development department: Under this kind of division are very necessary in every
organisation. They are conduct many research related to the customer taste and market trends.
Wilkinson company is basically provide house hold product and their aim is to increase the
product sale. From the same this sector help in achieving goals and objectives. There are several
duties of R&D department are as below:
 Control team objective and metrics checking goals meeting.
 Design, research and measure materials, equipments and process.
 Improve product quality, concepts and work bas solution
 Understand buyers expectation on the goods Execute and determine new technologies which is used by the competitors, buyers and
suppliers.
Finance department: One of the main roles and responsibilities of this sector to control the
budget and cost of the communication channel (Illing and Anders, 2016). There are several
duties which are as follows:
 Credit and billing control
 Handel the product cost
 Checking compliance with perfect legislation
 Controlling tax problems
 Preparing financial statements
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 Control and inventory management
Operational department: Marketing manager of Wilkinson has several role and responsibility to
manager and control working environment (Mihart, 2012). There are few duties which are apply
by the cited company mangers are as below:
 Controlling and planning to solve the conflict situation
 Managing few programs such as quality assurance
 Researching alternative methods and innovative technology in a efficiency manner.
 Reviewing and setting budgets as well as managing cost Products distribution, overseeing inventory and facility layout
Informational technology department: The role and responsibility of this department in the
context of marketing function. This sector is very important to provide best opportunities for the
business growth and success (Kennedy and Parsons, 2014). Mentioned company manger is
responsible to give better technique's such as internal and online selling. From the same it is very
necessary because it reduce the time and increase the knowledge related to the online process.
TASK 2
P3 7P's of marketing mix in different organisation
7P's is a part of marketing mix which consider price, place, promotion, process, product,
people and physical environment etc. These elements are very essential and necessary because
every organisation apply and adopt this mix (The Marketing Mix 4P’s and 7P’s Explained.
2017). This approach are support in achieving goals and objective in minimum time period.
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7P'S Wilkinson Next Plc
Product Wilkinson have determined
buyers behaviour and their
taste in the market place. They
has limited product depth and
width according the goods
demand and want in place.
They provide various products
such as household and electric
products. Next Plc change in
their product and services in
time. They expand their
business with the help of
customers required.
Price Mentioned company use many
pricing strategies in their
product. One is bundle strategy
(Nguyen and Simkin, 2012).
They choose policies regarding
customers taste, income level
This business also use several
strategies one is competitive
pricing. They make to
monitoring and evaluating
pricing policies. From the
same they determine the
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Source 1: Marketing Mix, 2016

and social class. product amount which is
cashed by the buyers.
Place Place is best and needed
elements which is required to
develop their product. They
use crowed area because in
this location many attract
Wilkinson products. One of
the main feature which is
apply by company such as
distribution channel, target
market and various outlets at
various place.
Next Plc is having their
various outlets in different
location where they operate
their business.
Promotion Promotion is a best elements to
grow and success of the
company. This elements
support to achieving high sales
and productivity (Ogunmokun
and Tang, 2012). Wilkinson
adopt all communication
channel in their product such
as advertisement, promotion,
online marketing etc.
This kind of business also use
communication channel in
their services and products.
They apply publicity,
promotion, face to face,
broadcast media etc.
People Wilkinson make internal and
external marketing factor
which is very important to
satisfy the buyers. They
provide safety and friendlily
environment to the customers.
This kind of business highly
focus on different section such
as income, age group, lifestyle
and other ways (Ryan, 2016).
Company needed best and
knowledge person in their
business.
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Process Process is define a best activity
which is make by cited
company related to the raw
material, technology,
distributing approach and
packaging & labelling etc.
They also focus on the process
of designing and labelling in
their new product. They use
transportation, warehousing
and designing process.
Physical evidence This elements make the
different inclusion in product
quality & delivery,
transparency, location, quick
service and maintenance etc.
which is highly effect on the
business function.
It is identify as the past
experience in this field related
to the product and service
activity. From they same firm
make functioning in their
market and goods. They use
different kinds of brochures
and pamphlets (Ryan, 2016).
This is necessary to giving
information to the clients.
TASK 3
Covered in PPT
CONCLUSION
From the above mentioned report, it can be determined as the roles and responsibilities of
marketing functions. These type of duties which is related with the organisational structure.
There are also 7P's of marketing which is very essential top develop their growth and success in
an essential manner. Company use different kinds of tools and technique's in their company such
as bundle pricing strategy. This policy is provide customer satisfaction because they give
affordable product price. At the last marketing plan of the mentioned business which is consider
vision, mission, objectives, PESTLE analysis and Ansoff matrix.
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REFERENCES
Books and Journals
Ahrens, C.D., 2011. Essentials of meteorology: an invitation to the atmosphere. Cengage
Learning.
Brooks, N. and Simkin, L., 2012. Judging marketing mix effectiveness. Marketing Intelligence
& Planning. 30(5). pp .494-514.
Burke, R.E. and Friedman, L.H., 2011. Essentials of management and leadership in public
health. Jones & Bartlett Publishers.
Cavusgil, S.T., and et.al ., 2014. International business. Pearson Australia.
Desai, S.S., 2013. An analysis of the competitive marketing strategies of the hospitality industry
in UAE. IUP Journal of Management Research. 12(1). p.22.
Gummesson, E., 2011. Total relationship marketing. Routledge.
Hsu, W., 2011. The vocabulary thresholds of business textbooks and business research articles
for EFL learners. English for Specific Purposes. 30(4). pp .247-257.
Illing, L. and Anders, F., 2016. Human Resources Marketing and Recruiting: Essentials of
Executive Search. Handbook of Human Resources Management. Pp .139-171.
Kennedy, A.M. and Parsons, A., 2014. Social engineering and social marketing: why is one
“good” and the other “bad”?. Journal of Social Marketing. 4(3). pp .198-209.
Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour: effects
on consumer decision–making process. International Journal of Marketing Studies.
4(2). pp.121.
Nguyen, B. and Simkin, L., 2012. Fairness quality: the role of fairness in a social and ethically
oriented marketing landscape. The Marketing Review. 12(4). pp.333-344.
Ogunmokun, G.O. and Tang, E.C.H., 2012. The effect of strategic marketing planning behaviour
on the performance of small-to medium-sized firms. International Journal of
Management. 29(1). pp .159.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
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Online
The Marketing Mix 4P’s and 7P’s Explained. 2017. [Online]. Available
through:<http://marketingmix.co.uk/>. [Accessed on 12th September 2017].
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