Student Name: Emad Gaith

Unit Number and Title: Unit 2: Marketing Processes and Planning

Unit Tutor:

Table of content:

Unit Learning outcomes :

LO Exploring the Role of Marketing within Organizational Business Units
1
LO Comparative Analysis of Organizational Marketing Mix Strategies for Achieving
2 Comprehensive Business Objectives.

LO Developing an Effective Marketing Plan to Achieve Organizational Marketing

3 Objectives

LO Strategic Development of a Media Plan to Enhance Organizational Marketing

4 Campaigns

LO1: Exploring the Role of Marketing within Organizational Business :

Introduction:Introduction:

What is marketing?
Definition 1: Kotler and Dubois define Marketing as: “an economic and social mechanism
by which individuals and groups satisfy their needs and desires through the creation and
exchange of products and other entities of value for others”

Kotler & Dubois (1977)

Definition 2: Marketing is the process of planning and implementing the conception,

pricing, promotion and distribution of ideas, goods and services with a view to 'carry out
exchanges that meet the objectives of individuals and organizations.
The American Marketing Association (1985)

Creating a business involves the integration of several types of units and various functions:
Human resources, production, marketing, etc.

LO1: Exploring the Role of Marketing within Organizational Business:

P1: The concept of marketing, marketing operations, the different areas

and role of marketing:

The marketing concept centered on the need to direct the company's activity towards
satisfying the needs and desires of consumers with a view to making profits.
1. Key concepts of marketing:
 Needs: feeling of lack and deprivation. it exists after marketing, that is to say it is
not created by marketing.
 Desires: it is the privileged way of satisfying a need. Influence by marketing.
 Products: set of goods and services to satisfy a need
 Value: value: the ability of a product to satisfy a need
 Costs: not only monetary but also in terms of time, energy, sacrifice, mental and
physical
 Market: set of current or potential buyers of a product
2. Marketing operations:
Marketing operations is a broad term that describes the people, processes and
technology that enable a marketing team to operate efficiently at scale.
Adam Thomas (Dec, 27, 2022)
3. Role of marketing :
Define the relationship between the company and the market
Follow the change in society
Recognize and satisfy the needs of consumers
Ensure the accessibility of goods and services to the market
Manage exchanges with customers

P. Kotler (1967) “Marketing Management”

P2:The marketing function related to the wider organizational context:

In today's highly competitive global economy, the role of marketing is crucial for the
success of organizations, whether large or small. The increasing reliance on
technology and the pervasive use of social media have intensified competition,
making effective marketing essential for survival. Marketing not only boosts revenue
and profitability for profit-oriented organizations but also plays a vital role in
establishing relationships with customers. It shapes the image of an organization,
builds customer confidence, and contributes to customer loyalty. In the absence of
marketing, brands would lack visibility, and organizations would struggle to thrive.
Ultimately, an organization's success is not only about financial investments but also
hinges on the relationships fostered with customers through effective marketing.

MAHEA Timothy LinkedIn (2014)

It is a management process: planning, organization, implementation, and control

Analyse the
choice of
market: goals strategies and
target and
and ontrol
segment
ressources

4.
:
Define the relationship between the company and the market

M1: Analyze the role of marketing in the context of the marketing environment:
Marketing is not just about creating ads and promotions; it also includes understanding and
adapting to the ever-changing marketing environment. From the microenvironment to the
macro environment, the marketing environment's different components can significantly
impact a business's success.

1. PESTEL analysis:
2: SWOT analysis:
M2: The interrelationships between marketing and other functional units of an
organization:

Effective marketing should be ingrained throughout the entire organization, necessitating

strong collaboration with various departments.
 In the collaboration between marketing and operations management or
production, coordination is crucial to ensure research and development meet
customer needs, production aligns with quality standards, and orders are fulfilled
promptly. Balancing the desire for a swift market entry with production's aim for
rigorous testing poses a challenge.

 Similarly, a close partnership between marketing and finance is vital to secure

adequate budgets for research, promotion, and distribution. While marketing
emphasizes sales volume and market share, finance prioritizes cash flow, cost control,
and investment returns.

 In tandem with human resource management (HRM), the marketing department

collaborates to ensure the availability of skills and staffing required for research and
development, meeting production targets, and forming a proficient sales team. HRM,
tasked with recruitment and training, must strike a balance between marketing needs
and those of other departments
IB Business Management BL (2021)

D1: The external and internal environment in which the marketing function
operates:
1. Factors in the External Environment:
 Legal oversight and regulation
 Macroeconomic trends
 Interest Rates
 Labor market constraints
 Industry growth or decline
 Competition
 New Market Entrants
 Relative strength of competitors
 Political Factors
2. Factors in the Internal Environment:
 Employee skills and experience
 Technology
 Organizational structure
 Trademarks, patents, and trade secrets
 Management
 Production capabilities
 Team cohesion

LO2: using elements of the marketing mix to achieve overall business

objectives:

P3: Marketing Mix strategies for business success:

1. Product: A product is the item offered for sale. A product can be a service or an item. It
can be physical or in virtual or cyber form.

2. Price: The amount that consumers will be willing to pay for a product. Marketers must
link the price to the product's real and perceived value, while also considering supply costs,
seasonal discounts, competitors' prices, and retail markup

3. Place: includes the distribution channels a company uses, how they transport and store
goods and a product's placement within a retail outlet.

4: people: The consumers of a product.

5. Process: the series of steps businesses follow to promote their products or services to
potential customers.

6. Physical evidence: It can be tangible or intangible and there should be evidence that
the service was delivered. A tangible example is product packaging, receipts, or contact
experience. Intangible physical evidence is the perception of a business's product in the
marketplace.

7: promotion: In marketing, promotion refers to any type of marketing communication

used to inform target audiences of the relative merits of a product, service, brand or issue.
Four pillars of promotion: Advertising, Direct Selling, Sales Promotion and Public Relations.

M3: Strategies and tactical approaches applied by organizations to

demonstrate how business objectives can be achieved successfully:
1. Branding strategies
 the product brand strategy: signature of a single product or product range
 the umbrella brand: products from different markets and categories
 the endorsement brand: the endorsement of a parent brand to a daughter brand
through its notoriety and its image

2. Pricing strategies:
 Premium: Consumers assume that they are paying high prices for a valid reason
since they believe that the product's quality is already good.
 Skimming: a pricing strategy that sets new product prices high and subsequently
lowers them as competitors enter the market
 Economy: An economy pricing strategy uses lower prices to generate higher sales
volumes
 Penetration: selling your existing products or services into your existing markets
with the aim of increasing your market share.

3. Distribution strategies:
 The exclusive distribution strategy: manufacturers make a deal to sell their
product only to one specific retailer
 Intensive distribution strategy: involves selling a product in as many outlets as
possible.
 Selective distribution: marketing strategy focusing on selling certain types of
products via a select network of retailers, resellers, or wholesalers.

4. Communication strategies:
 Advertising: There are traditional forms of advertising, such as newspapers,
flyers, radio, and television, and newer forms such as social media and web
banner advertising.
  Sponsoring: Sponsorship refers to financial or material support provided to
an event, an entity or an individual by an advertising partner in exchange for
different forms of visibility of an advertising nature linked to the event or the
individual supported.
 Sales promotion: a marketing strategy in which a business uses a
temporary campaign or offer to increase interest or demand in its product or
service.
 Interactive marketing: The process through which brands use video,
comments, visuals, infographics, games, blogs, email, social media, audio, and
other formats to have a bilateral exchange with consumers.

D2: Strategies and tactical approaches to the marketing mix in achieving

overall business objectives:

Ways of using marketing mix for achievement of business objectives:

The marketing mix is applied in the marketing planning procedure to achieve organizational
goals and objective. The business organization utilize various different methods for the
application of marketing mix among their organization. Mostly, it is based over the market
demographics, products and services of the company, market size and company’s size. The
marketing mix is the tool which helps marketers to understand the product. The common
applications of marketing mix involve 4 P’s of marketing which involve product, price, place
and promotion. This approach was later extended to 7 P’s of marketing with product, price,
place, promotion, people, process and physical evidence. (Kotler 2012)

LO3: Produce a marketing plan for an organization that meets marketing

objectives:
P4+M4+D3:

Marketing Plan for a Company:

1. Market Research:
Conduct thorough market research to understand potential customers and market trends.
Identify the key objectives of The Company's products and services.

2. Target Consumer Identification:

Clearly define the target audience based on demographics, psychographics, and behaviors.
Understand why consumers would choose The Stars Company's products/services.
3. Competitor Analysis:
Identify and analyze competitors targeting the same consumer segment.
Learn from competitor strategies and market trends.

4. Strategic Planning:
Develop strategies based on market research findings.
Ensure that The Stars Company's product features align with customer needs.

5. Budget Proposal:
Propose a budget for marketing activities, considering the company's size and resources.
Allocate resources effectively to maximize impact.

6. Goals and Objectives:

Set clear, measurable goals and objectives aligned with overall business objectives.
Define a specific timeline for achieving these goals.

7. Marketing Channels:
Choose effective marketing channels based on the target audience.
For instance, if The Company's audience is tech-savvy, prioritize digital media channels.

8. Execution:
Implement the marketing plan according to the defined strategies.
Ensure consistency across all marketing channels.

9. Evaluation and Monitoring:

Regularly evaluate the marketing plan's effectiveness.
Monitor key performance indicators (KPIs) to measure success.

10. Adjustment and Improvement:

Make adjustments to the marketing plan based on performance data.
Continuously improve strategies for better results
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Numérotation
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