Marketing Essentials: Roles, Marketing Mix, and Planning for Amazon

This report provides a comprehensive analysis of Amazon's marketing strategies, encompassing the roles and responsibilities of the marketing function, its relationship to the wider organizational context, and the significance of interrelationships with other functional units. The report delves into how Amazon applies the marketing mix for marketing planning and the achievement of business objectives. It also evaluates the tactics employed by the organization to demonstrate how these objectives are met. Furthermore, the report includes the production and evaluation of a basic marketing plan for Amazon, along with a detailed strategic marketing plan that tactically utilizes the 7Ps to accomplish overall market objectives. The analysis covers market research, customer demand, budget management, brand equity, and the use of marketing tools.

Marketing
Essentials

Contents
INTRODUCTION...........................................................................................................................1
Explain roles and responsibilities of the marketing function......................................................1
Analyse roles and responsibilities of marketing in context of marketing environment..............4
Explain how roles and responsibilities of marketing relate to the wider marketing relate to the
organisation context.....................................................................................................................4
Analyse the significance of interrelationships between marketing and other functions units of
an oanisation................................................................................................................................6
Critically analyse and evaluate about the key elements of the marketing function and how
they irrelated with other functional units of an organisation.......................................................7
TASK2.............................................................................................................................................7
Compare the manner in which firms apply marketing mix for marketing planning process for
achievement of business objectives.............................................................................................7
Evaluate different tactics applied by organisation to demonstrate how business objectives can
be achieved................................................................................................................................11
Task 3.............................................................................................................................................11
Produce and evaluate a basic marketing plan for an organisation.............................................11
Produce a detailed coherent evidence of marketing plan about organisation............................15
Design a strategic marketing plan that tactically applies in use of the 7ps to accomplish overall
market objective.........................................................................................................................15
CONCLUSION..............................................................................................................................17
REFERNCES.................................................................................................................................18

INTRODUCTION
The description about marketing is defines process of manufacturing, selling,
distribution and promotion of product and service. The main agenda of pursuing marketing is to
aware about product and services which can fulfil customer needs and wants. As per process of
creating, communicating, delivering and exchanging offering the value of product quality, price,
customer and large society. Every organisation must require marketing process where it plays an
important role to expand and create effective goodwill related to goods and service as well as
company perspective (Akinlaja., 2018). Research of marketing involves different functions link
the consumer, customer and public to marketers through information which is assort to identify
issues and opportunity to effectively evaluate information to address issue.
In this report, the organisation is taken Amazon incorporate, it is multinational
technology company which is situated in Seattle, Washington that helps to focus on e-commerce,
cloud computing, digital streaming and artificial intelligence. Currently, Amazon becomes one of
most influence economic and culture forces in world. The company was founded by Jeff Bezoz
in Bellevue, Washington, United States of America in July 5, 1994. They basically deals with
online platform of product and services to selling electronics, software, video games along with
furniture and jewellery. As number of employees are around more than 5000+ in all over
worldwide for being competitive (Al Badi., 2019). In report topics are covers roles and
responsibility of marketing function along with marketing is relate to wider organisational
context. To differentiate in situational ways to apply marketing mix towards marketing planing
process to accomplish business objectives. Produce and evaluate a basic marketing plan towards
organisation.
Explain roles and responsibilities of the marketing function.
Definition of Marketing:
Marketing is concept of creating awareness about product and service awareness to
producing, distributing, selling, advertising in specific market place (Avila-Robinson, 2018). As
function of marketing department perform various roles to performs towards presuming
marketing and promotion. The department is having necessity for companies in enhancing their
customer base as this department attracts and retain customer by ensuring satisfaction level from
services and product of organisation. The marketing also enhance to research about scrutinize
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overall internal and external information which plays an essential role by supporting to guide
presuming create awareness for a long term period (Alford., 2018). The marketing department of
Amazon maintains and develop strong relations with customer as well as ensure about their
satisfaction and good experience from Amazon. There are some roles and responsibilities which
they performed through marketing department of Amazon are discussed below:
 Market Research: As per this role is performed through marketing department in which
it presumes major responsible towards determining as well as having trends that changes
in market place as well as among with customers. As Amazon marketing team plays an
effective role in which they determine various change which systematic gathered
information related of choices and preferences of customer (Wakabayashi., 2018). For
competitors like Walmart, flipkart and other online e- commerce business performance
get to mapped by marketing manager where they ensure and focuses on trending practise
which helps to stable and attain as much as customer to further growth in market.
Amazon allows their marketing team to execute their research work through attain
feedback from consumer about their interest in product or service. Meanwhile, many
techniques are present to better conducts market research through face to face interview,
phone research and online market research of collecting suggestions and
recommendation.
 Listing customer demands: In perspective of establishing strategy, it require necessary
to get closer measure and shows attention towards specific customer needs where they
plan to focus towards their people needs and wants. This is responsibilities of marketing
department where they need to aware about knowledge for customer demanding from
market in perspective of product to necessary receiving customer feedback. Similarly,
marketing team of Amazon also approaches for customer demands or expectation from
particular product and services in which they focuses towards analysing survey from
company internal channels by conducting survey or capture information of sales team
customer support through department relation with customer (Critchley ., 2020). Other
channel which is outside from company where they performs to create actions in social
network that helps to better understand needs of user to convert them into customers. By
successfully accomplish customer needs and demand by Amazon attain more benefits in
terms of customer retention, high value of market share.
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 Handling marketing budget: Through this role it perform for developing the budget
activities relates to marketing. The marketing department of Amazon helps to assess
different changes in market that creates impact on company as in positive or negative
manner (Elrod and Fortenberry , 2018). Therefore, various external factors that affects
business through department needs to manage budget as per accordingly. Manager of
marketing in Amazon understand and effectively analyse situation towards developing
the marketing budget in an effective manner which creates more growth and success tend
to be accomplish. To forming budget, some strategies play important for Amazon to
performing marketing related such as: Developing marketing strategies allows to
performed from marketing department towards Amazon through which it develops
strategies and policies to establish activities of marketing to gaining high competitive
advantages (Fill and Turnbull., 2019.). Therefore, marketing manager carries their
responsibilities to effectively promotes for expecting positive outcomes by implementing
strategies. Brand Equity is having marketing department of Amazon is also responsible
for building developing brand equity and having image of company in highly
competitive market (Géczi, 2019). To conducting effective influence interest and
measure buying behaviour towards targeted customer using various advertising in social
media platform and television, radio or newspaper and holdings as banners marketing in
successful manner towards Amazon company.
 Searching for marketing tools: It is major information which is scrutinize through
marketing manager where it assort in marketing field for collection about information.
This is the reason that marketer must concerned about new technology towards new
trends, strategies and digital tools as per time accordingly (Grimmer., 2018). As Amazon
utilise different types of tools in their premises such as Product management tools
which allows to depending in product related management on going process. Team
members of marketing enhance better understanding how to use these tools of marketing
in their workplace, as some analytical tools has more influence like google analytical
which is must determined towards product success and other kind of areas with greatest
or lowest interaction. Marketing automation tools helps to proper managing as well as
controlling towards process of digital marketing strategy, it guides to creates more
intellectual content, landing pages as well as email marketing. This leads towards
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nurturing with advanced workflows practises like recording overall customer interaction
in CRM(Customer Relationship Management).
Evaluation
On the basis of above section where marketing function plays an important role in
marketing environment by making effective awareness about product and service through
better enhancing of services and different roles like of marketing are promoting, provide
offers that makes to satisfied the customer in effective manner. their main purpose is to
brand awareness of Amazon online service in international level.
Analyse roles and responsibilities of marketing in context of marketing environment.
The different roles and responsibilities of marketing for Amazon company where their
marketing team is conducts various form of activities to successfully attains targets and
objectives which is necessary for organisation (Hanlon., 2019). As manager of Amazon
marketing is distribute major roles to team where research related work in terms of customer
demand, market and product trending towards product and services. This is important to having
proper marketing system in Amazon a sit helps to increase productivity and growth in market by
enhancing different market strategies allows many opportunities as well as improvised decision
making to gaining more competitive advantages. For every organisation it is must to conducts
systematic marketing process that helps to better understand about customer buying behaviour
and market environment.
Apart from it the role of marketing roles and responsibilities of Amazon where they have
to better scrutinize the challenges like policies, norms and government regulations and industry
rivalry and other factor which are most can influence to the market in effective manner and
Amazon can better manage and design tactics to reduce overall uncertainty for attain outcomes.
Furthermore it mainly required to making an proper process for attaining outcomes that covered
better way to accommodate about gaining objective of marketing function that effectively
requirement for better mapping establishment of marketing function. By presuming marketing
research, advertising, distribution, selling and to create more productive attainment goals to
measure strategies that helps to attain competitive advantages in towards successful manner.
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Explain how roles and responsibilities of marketing relate to the wider marketing relate to the
organisation context.
The roles and responsibilities are differentiate in various form of situation in which
organisation applies in their contribution in various working departments in which it ensures
consistency to evaluate business operation (HR and Aitha, 2020). In Amazon there is certain
department in which work is required for increasing efficiency and performance to accomplish
objectives on the basis of requirement. In following there is interrelation of marketing
department with other organisational department as follows:
Marketing and Human Resource department: For human resource department of
Amazon is responsible for hiring potential and youngsters in males and females which addresses
about having required skills and knowledge for attaining maximum outcomes as per their
capabilities . Whereas, the roles and responsibilities of advertise about vacancy as well as
marketing helps to monitored online and offline platform to promotes hiring process in different
way. Similarly, Human resource department also commence their role and responsibilities
towards marketing by allotting effective manpower in terms of high skills and unique attribution
who fits for marketing jobs. Human resource of Amazon hires candidates from worldwide,
through which marketing department having wide scope of employee interaction. Many other
benefits also provided by Human resource department by better performance appraisal, training
and development and employee engagement activities to motivates employees in effective
manner.
Marketing relation with Finance Department: As per this department it defines about
to provides necessary fund acquired towards other organisational department. They also enhance
to facilitates funds and other financial support where marketing person performs better as well as
to attract customer (Ivanov., 2019). Furthermore, Marketing department of Amazon allows to
assists finance department to highly determines way to manage functions effectively. Apart from
it marketing helps to study economic related business segments and allows to various form of
opportunity which highly operates to investing capitalism to achieve more market related share.
Similarly, as Finance department helps to marketing by providing them funds to their
promotional activity. The coordination between these two department in Amazon is important
and essentials to collecting or requiring money for better performing operations and marketing
activities in effective manner.
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Marketing relation with production department: The production department helps to
procure and scrutinize optimum raw material towards their process of manufacturing product and
services. They are responsible for converting raw material with different inputs that turns into
finished goods and services (Janakova, . 2018). In between the process of production and
department who works to improve the efficiency of production through assemble line to attain
competitive outputs to targets objective which essential provide finished product and services
that offers consumer in best quality as well as quantity of product. Production also measure their
time related schedule, minimising cost of production, ensuring product quality terms and
improvising existing products. Marketing contributes to provide suggestion as well as
information about raw material quality to production department in which company can pursue
to approach authentic raw material (Jovičić, Vranješ and Gašević, 2018). To improve quality of
control where many department which presumes to regulates manufacture a higher quality
product. In this situation marketing used to control overall costing which can prevent more
challenges.
Marketing relation with Informational technology department: The informational
technology department helps to empowering and promoting computer based services that
increase the high tech of storage and retrieve many further aspects. As Amazon is one of best
technology based online e-business which tend to provide ample of products and service which is
highly needful to customer (Klepek and Starzyczn., 2018). Marketing helps to information to
generate more technology advanced that support product related which is need to scrutinize and
provide better technology based resources. In other hand, Information technology enhance to
make more effective working process presume in flexible manner that allows to accomplish
overall objectives within given duration of time as well as it emphasis to attain better goals
impression.
Analyse the significance of interrelationships between marketing and other functions units of an
oanisation.
As discuss in above section, the interrelationship between working department that
sharing their different roles and responsibility to making their objective accomplish in
before allotting time (Le Tan and Dai. 2019 In Amazon there are departments like Store,
Warehouse, Maintenance and Security as all shares their different workload with other
departments. It enhance many benefits like systematic to create process as well as pattern
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between these departments as better coordination where they easy to accomplish their
targets effectively. The significance of department where Marketing is having focuses on
awareness of product and services with achieving market share targets. Human resource
is responsible for raising manpower and design policies and norms. Finance department
having optimum utilisation and procurement of funds effectively.
Critically analyse and evaluate about the key elements of the marketing function and how they
irrelated with other functional units of an organisation.
Different marketing key function of marketing plays important role towards organisation
business expansion (Lu., Poon. and Weng., 2018.). As many factor which flows around
marketing like market research, customer satisfaction, budget management, promotional
strategies, keeping all the record of competitors performance etc. All these functions are
considered and effectively follows by particular marketing department McCabe, M.B. and
Weaver, R., 2019). Similarly, Amazon marketing managers are follows their basic job role
to create an awareness which helps to grow in competitive market and improve their
market performance obstacles in productive manner. Apart from it, interrelationship
between different department where they functionally regulates working aspect to
achieving objective in successfully.
The importance of marketing function of interrelationship within in Amazon company
where is involves many alternatives act are as promotion, sales and distribution, research
and development towards effective make product and services to accomplishment in
competitive marketing in which several gain n productive. The working of Amazon
company marketing department function within several objectives in other departments
like information technology, human resource, operation or finance department for
contribute in their work related task to mapping outcomes in better way.
TASK2
Compare the manner in which firms apply marketing mix for marketing planning process for
achievement of business objectives.
Marketing mix is considered as the process of analysing market trends, completion,
customers preferences, purchasing power of people, informing customers about goods & services
and influencing them for purchase of these products and services. In context of Amazon &
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Walmart marketing mix of both organisations are considered as follows with suitable
comparison:
Basis of comparison Amazon Walmart
Product This element of marketing mix
refers as the tangible &
physical aspect of an items that
is offered to consumers for
satisfying their needs. Amazon
uses diversifying product
policy for increasing sales and
market shares of business
(Muralidharan and Raval,
2018). For instance it deals in
electronics, clothings,
jewellery, gardening
equipments, books,
entertainment software etc.
this show immense success of
respective organisation in e-
commerce industry. Effective
product strategies helps in
global brand image of
Amazon.
On the other hand Walmart
deals in grocery & consumer
goods (baby products, pet
supplies, household
chemicals), health & wellness
items (pharmacy, clinical
services, optical services),
technology, offices &
entertainment products (DVD,
AC, LED) and fuel & some
other services. Thus, it reflects
effective product strategies for
respective firm (Nirsch and
Steinberg., 2018).
Price It is the value offered by
customers in monetary terms
in return of goods and
services. Amazon has diverse
pricing strategies such as-
value pricing, cost-plus, prices
discrimination. But it uses
On the other hand Walmart
uses everyday low price
(EDLP) for its pricing strategy
in order to attract large number
of consumer so as to gain
profit and sales volume of
business. Thus, its cost
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competitive pricing most so as
to make cost decision
effective.
leadership strategy help in
getting competitive
advantages. It show price is
significant component of
marketing mix of respective
firm.
Place This component of marketing
mix is refers as the platform,
where customer get aware
about feature, size, flavour,
colour and other essential
aspects of items. In terms of
this Amazon uses official e-
commerce websites, physical
book store etc. so as to assess
users. for instance
Amazon.com, Audible.com,
Amazon books are reflects
successful application of this
element of marketing mix.
While, Walmart uses intensive
distribution strategy for this
component of its marketing
mix. It has own websites as
well as own stores of offering
variety of products & services
(Nuseir and Aljumahb, 2020).
Offline and online distribution
helps in rising company's reach
in its target market all ove4r
the world. Which leads to
competitive benefits.
Promotion It is related to communicating
all about goods and services to
end user so as to make it easy,
simple or quick to use of these
items. Amazon focuses on
advertisements, sales
promotion, direct marketing
and public relations for
promotion of products. It also
uses occasional and seasonal
On contrary Walmart promotes
its products and services
through TV, newspapers, web
sites, special deals &
discounts. Thus, it states that
promotional strategies of
Walmart are also implemented
ineffective ways.
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