This report provides an overview of marketing essentials, focusing on the roles and responsibilities of the marketing function within an organization, particularly using the TARMAC case study. It explores the concept of marketing, current and future trends, and the marketing process, including steps like market assessment, targeting, and plan development. The report also examines external environmental influences on marketing activities. Furthermore, it details the specific roles and responsibilities of marketing functions, such as market information, financing, market planning, and product design. Finally, it highlights the interrelationship of the marketing department with other departments like finance, human resources, and production, providing a comprehensive understanding of marketing's crucial role in organizational success. The report concludes with a list of references used to support the analysis.
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