Marketing Essentials Report - Unit 2, Marketing Fundamentals

This report analyzes the essentials of marketing, focusing on the roles and responsibilities within the marketing environment. It examines the marketing functions of a company, such as Unilever, and explores the current and future trends in the field. The report delves into the significance of the marketing function and its relationships with other functional units within an organization, like finance and human resources. The report discusses market strategies, customer needs, and the importance of adapting to a changing market. It highlights the importance of effective communication and coordination between marketing and other departments for efficient decision-making and overall business success. The conclusion summarizes the key aspects of marketing and its impact on business operations.

UNIT 2
MARKETING
ESSENTIALS
SECTION 1
TASK 1

Table of Content
■ Introduction
■ Roles and responsibilities of marketing functions
■ Analyse the roles and responsibilities of marketing in the context of the marketing environment
■ Roles and responsibilities of marketing relate to the wider organisational context
■ Significance of interrelationships between marketing and other functional units of the organization
■ Conclusion
■ References

Introduction
■ Marketing can be defined as the activities a company does to promote
product and services by explaining their benefits and specialties for the
purpose of buying and selling. Marketing involves advertising, selling
and delivering goods to the customers.

Continue…
Introduce the concept of marketing with current and future
trends
Current trends of marketing
■ Personalisation
■ Social media stories
Future trends of marketing
■ Website security
■ More accurate metrics

Continue…
■ Marketing process of company
Marketing process that markets of Unilever follows are as follows:
■ Understanding marketplace and needs of customer
■ Devising strategy
■ Constructing marketing plan
■ Building profitable relationships
■ Capturing values

Roles and responsibility of the
marketing influence and its
connection with the other functional
departments
■ Roles and responsibilities of marketing function in Unilever
Marketing function can be described as the responsibilities of the organization
which supports it to recognize and source potentially successful products for the
market and for its promotion. Key roles and responsibilities of marketing
functions of Unilever are as explained:
■ Recognizing the needs of the customers and other businesses
■ Predict the requirements of clients
■ Maximize Profits
■ Adapting the correct price
■ Better product offerings

Analyse the roles
and
responsibilities of
marketing in the
context of the
marketing
environment
■ In context to marketing of Unilever, some of
roles and responsibilities concerned with
marketing environment includes the following
■ Market strategies
■ Monitoring market environment

Roles and
responsibilities of
marketing relate
to the wider
organisational
context ■ Marketing structure is said to defined as the organisational and other
characteristics of a market. Within an organisation, for example,
Unilever, marketing structure is based on needs of customers.
Mentioned below are the ways in which roles and responsibilities of
marketing that are related to wider organisational context are as
explained
■ Marketing function and finance function
■ Marketing function and human resource function

Significance of interrelationships between
marketing and other functional units of the
organisation
■ For all entities, it is essential to have healthy relationship among marketing to that of
other functional units. For Unilever, effective relationship among marketing as well as
other functional units is significant as it results in faster decision making for
organisation, harmonise activities for operations and attaining coordination. Moreover,
interrelationships benefit Unilever in making good position in market and having
adequate skilled manpower

Conclusion
■ After the above study, it can be concluded that marketing function plays a vital role in
an organisation. It helps an organisation introduce the manufactured products and
services to the target customers and inviting them to buy it by telling them the
advantages and value of the product. Marketing function helps a company create an
image of the company in front of the targeted customers.

Reference list
Ardito, L., and et. al , 2019. Towards Industry 4.0: Mapping digital technologies for supply
chain management-marketing integration. Business Process Management Journal.
Bünte, C., 2018. Künstliche Intelligenz–die Zukunft des Marketing. Wiesbaden: Springer
Fachmedien Wiesbaden.
Campbell, R., Martin, C. and Fabos, B., 2018. Media essentials: A brief introduction.
Bedford/St. Martin's.