Assignment Brief (RQF)

Higher National Certificate/Diploma in Business

Student Name/ID Number: Nguyễn Thị Thu Huyền/ GBS200904

Unit Number and Title: Unit 2 Marketing Essentials

Academic Year:

Unit Assessor:

Assignment Title: Assignment 1 – The role and responsibilites of Marketing

Issue Date:

Submission Date:

Internal Verifier Name:

Date:

Submission Format:

The submission is in the form of an individual written report. This should be written in a course, formal business
style using 1.5 lines spacing and font size 12. You are required to make use of headings, paragraphs and
subsections as appropriate, and all work must be supported with research and referenced using the Harvard
referencing system. Please also provide a bibliography using the Harvard referencing system. Any suspicions
regarding plagiarism will lead to failure in results of the assignment. The recommended word limit is 2,000
words, although you will not be penalized for exceeding the total word limit.

Unit Learning Outcomes:

LO1. Explain the role of marketing and how it interrelates with other functional units of an organization.

Assignment Brief and Guidance:

You are the Head of Marketing Department of Company X. Your company is in a downturn situation and facing
many difficulties. Hence, the Board of Director have been trying to cut down the costs as much as they can. One
of their decisions is to cut down the expense as well as human resource for Marketing function as they think it’s
not as important as the other functions in their business. A meeting is held next week to finalise this decision, as
the head of Marketing Department, you have to prepare a report, which clarify the important role of Marketing
function and its relationships with other functions of the company, in order to persuade the BOD to change their
decision.
In this report, you should be able to address the following subjects:
1. The definition and basic concepts about marketing.
2. The key roles and responsibilities of the marketing function in organizational context and in the context
of current marketing environment.
3. The interrelationship between marketing function and other functional units of a business.
You should also provide evidences (e.g. data, examples) to support your ideas.

Learning Outcomes and Assessment Criteria:

Learning Outcome Pass Merit Distinction

LO1 Explain the role of P1 Explain the key roles M1 Analyse the roles and D1 Critically analyse and
marketing and how it and responsibilities of the responsibilities of evaluate the key
interrelates with other marketing function. marketing in the context elements of the
functional units of an of the marketing marketing function and
organisation environment. how they interrelate with
other functional units of
an organisation.

P2 Explain how roles and M2 Analyse the

responsibilities of significance of
marketing relate to the interrelationships
wider organisational between marketing and
context. other functional units of
an organisation.
Table of Contents
Assignment Brief (RQF) .............................................................................................................. 1
Higher National Certificate/Diploma in Business ................................................................................ 1
I.Introduction: ............................................................................................................................ 4
II. The definition and basic concepts about marketing function ................................................. 4
1. Marketing definitions: ................................................................................................................ 4
2. Core Concepts of Marketing ....................................................................................................... 4
2.1 Needs, wants and demands ............................................................................................................. 4
2.2 Products and services .............................................................................................................................. 5
2.3 Value and satisfaction.............................................................................................................................. 6

3. The evolution of marketing across time ..................................................................................... 7

III. The marketing function's key tasks and responsibilities: ...................................................... 7
1. In organizational context:........................................................................................................... 7
2. In the context of current marketing environment: ..................................................................... 8
IV: The interrelationship between marketing function and other functional units of a business:
................................................................................................................................................... 9
1. Dependency relationships .......................................................................................................... 9
2. Potential conflicts ....................................................................................................................... 9
V. In conclusion: ....................................................................................................................... 10
Bibliography ............................................................................................................................. 10
I.Introduction:
Currently, our company is facing many difficult and lack of capital. Therefore, the Board of
Director would like to get rid of the marketing department because it's not as important as the
others. The next meeting, as head of marketing department who will report about the crucial of
marketing in business. In this report, the marketing function's definition and fundamental ideas,
essential duties and responsibilities in an organizational context and in the context of the
present marketing environment, and the interaction between the marketing function and other
functional units of a firm will be described
II. The definition and basic concepts about marketing function
1. Marketing definitions:
Marketing is the process of creating, communicating, providing, and exchanging value-added
solutions for customers, partners, and society as a whole. (Lutz, 2017)
i
In other words, any activity taken by a corporation to attract a customer to its goods or services
is referred to as marketing. (Forsey, 2021)
2. Core Concepts of Marketing
Marketing's Core Concepts provide value to the customer's experience. As a result, the
marketer must have a comprehensive understanding of consumer demands, wants, and market
circumstances (Kate, 2021). Marketers must evaluate five key marketing principles in order to
have a comprehensive understanding of their customers. The following are some of these
ideas:
2.1 Needs, wants and demands
_Needs: Human needs are feelings of being deprived. There are many different sorts of needs.
For one thing, Physical, social, and personal requirements. (University, 2021)

Figure 1. the pictures will show some company meets the needs of people (University, 2021)
Moreover, There are five factors to distinguish in marketing (University, 2021)
+ Stated needs: clients wants to buy a house and if they say they need to a house, it is called as
stated needs
+Real needs: when they need a house for any needs as the accommodations with the suitable
prices, near the big citys
+Unstated needs: people are expecting excellent after-sales service from the vendor.
+Delight needs: one thing to be called delight need when customers would like to give a endow
from the supplier such as set of furniture
+Secret needs: the client is hesitant to acknowledge. It relates to big brand. They are afraid for
status symbol that people see.
_Wants: the forms that human needs take when they are created by the cultural level and
individual character of the person.
Ex: When hungry, people will eat, depending on the type of person they will choose food such
as pork, beef, vegetables … Based on that factor, marketers may utilize this data to determine a
product's characteristics and attributes, allowing them to decide whether or not to create items
that people - the market - want.
_ Demends: When a consumer is eager and able to purchase what he or she need or desires.
(University, 2021)
For example ,many individuals desire a high-end branch, but only a select few can afford one.
Businesses must determine not just how many people desire their goods, but also how many
are ready to purchase it.
2.2 Products and services
_Products are tangible and intangible things that are marketed to customers (clothes, fruit...)
_ According to the American Marketing Association (AMA), Service marketing is an
organizational characteristic and collection of procedures that define or develop, convey, and
provide value to consumers. Customers should be treated in a way that benefits the company
and its stakeholders. There are three sorts of services: those that serve people (for example,
food service...), those that serve the spiritual component (such as entertainment services...),
and those that serve property (care services). pet care, and so on) and data processing (such as
financial services, ...).
Moreover, There is a wide range of service items available. Nonetheless, they are characterized
by the following features.
Figure 2 (Anon., 2021)

2.3 Value and satisfaction

_Customer value exists, when a client believes they will receive a particular amount of value
from a product or service they want to purchase. The value is serviced from the overall benefit
/deriver mathematically by deducting the cost of purchasing the product received by the
consumer (CAO, 2020).Ex: Grab brings highly good customer value. The benefits that grab
brings are better than any transportation service before it. Customers can catch a car
anywhere, get a pricing quote ahead and more. (CAO, 2020)
_ The amount of client satisfaction after purchasing a product or using a service is referred to as
satisfaction. Ex: Many years ago, Coca-Cola had a campaign to write the name on cans in
Vietnam, which made people extremely interested in product hunting.
Exchange, transactions and relationship:
_ The act of receiving something wanted from someone in exchange for something else is
known as exchange. (BrainKart, 2018). For exsample, client visit to clothes shop may have
enough money to buy a T-shirt while the shop has the clothes
_ The unit of measurement for marketing is a transaction. It involves two persons exchanging
values. (BrainKart, 2018). For one thing, on television, a shopping channel promotes a new
product and provides a contact information or website where the item may be purchased right
now.
_ Relationship marketing: Establishing, sustaining, and strengthening strong, value-laden
relationships with customers and other stakeholders (Hosain, 2013). For instances, the
company creates programs such as customer appreciation or loyalty programs to retain
customers next time buying.
3. The evolution of marketing across time
_ The evolution of marketing philosophy has been described as a collection of viewpoints,
concepts, and principles in the general literature. Between 1900 and 1960, one hundred books
on general marketing were published. The development of these pieces involves more than
eighty individuals. Over the span of fifty years, this collection of literature and ideas may be
divided into six decades. (Bartels, 1976)
_The papers in Managerial Marketing together established a managerial viewpoint by
emphasizing problem solving and decision making, defining interdisciplinary ideas, and focusing
on management issues with survival in a changing economy. The following subjects
demonstrated similar marketing thinking trends: (Bartels, 1976)
- the marketing concept
- the marketing mix
- product differentiation
- market segmentation
- physical distribution
- value added
- applicability of mathematical methods to problems in marketing research and advertising
- philosophic approach to marketing thought.
_Under four categories, Kotler imagined how management theory and marketing theory may
be integrated. He divided his themes into four categories: (Bartels, 1976)
+ Marketing opportunity analysis (marketing concept, market, market Segment, buyer
behavior. )
+ Goals, planning, decision-making, research, models, and innovation are all part of marketing
activity organization
+ Marketing effort control (marketing control, sales and cost analysis, marketing audit)
+ Planning (marketing planning theory, product decision making, pricing, channels, Promotion)
III. The marketing function's key tasks and responsibilities:
1. In organizational context:
_The marketing department plays an essential role in interacting with the business movement
as well as the feng shui mission of a business. It acts as the family company's side department,
coordinating and processing many documents on its behalf. The marketing department's
mission is to reach potential buyers, customers, home or community. (Hartford, 2021)
_Next, marketing process is the process main reflects all the responsibilities in business. Here
are 5 steps of the marketing process: (Daniels, 2021)
Figure 3 (Armstrong, 2013)

2. In the context of current marketing environment:

_Fristly, the first factor is digital age: The digital era began in earnest with the widespread use
of the Internet in the early 1990s. The rise of social media and mobile phones was a major
factor in the start of the digital era.
_Globalization refers to the acceleration of global movements and exchanges (of people,
commodities and services, money, technology, and cultural practices). There are four typical
globalizations: Economic, Financial, Cultural, Political. One of the examples of globalization is
When one stock market falls, it has a detrimental impact on other markets as well as the
economy as a whole. Stock markets are a wonderful illustration of the globally connected
financial world because when one falls, it may have a detrimental influence on the rest of the
globe. (Anon., 2020)
_The third component is the consumer trend—liberty, youth, accomplishment, and so on.
These basic values, in turn, influence its operations.For examples, many consumers respect
sustainability and praise environmentally friendly businesses. Chipotle advocates for
sustainable agriculture and the ethical treatment of the animals it employs for meat. This helps
to explain why the firm is popular among young consumers, particularly those under the age of
(Solomon, 2021).
_The last element is ethics demand: by incorporating social and environmental concerns into
product promotion, companies may increase customer interest in their services and goods,
create strong relationships with them, and improve value for all stakeholders (William
Perreault, 2018). For example: Shish Shawerma has been given the green light by the Scottish
government to make changes to its food and drink business in order to retain customers. The
company is expected to provide healthier choices with less fatty ingredients in its products.
The example of Shish Shawarma- fast food chain is the most obvious picture. (Anon., 2020)
+ Shish Shawarma is highly understand their customers through its menu which is specific to
the taste of UAE customers and locations are extremely convinient.
+Relationship marketing, socieltal marketing, and marketing are tap new marketing trends that
Shish Shawarma must focus on.
+About opportunities, Shish Shawerma has the opportunity to expand its business further in
UAE market through opening large number of outlets. The company has the option to include
new product range that can meet the needs of the customers belonging from different
geographical regions.
+The UAE's food business is becoming increasingly competitive. This may cause the company to
lose consumers, resulting in a decrease in revenues.
+Shish Shawerma operates in a market dominated by highly competitive businesses such as
Burger King, McDonald's, Pizza 4P's, and others. Shish Shawerma must develop its reputation
on the basis of its distinctive flavor, which competitors may find difficult to imitate, in order to
handle this danger.
IV: The interrelationship between marketing function and other functional units of a
business:
1. Dependency relationships
The marketing department affects with many others department.
+ The finance department notifies the marketing department of any expenditures that may be
incurred while marketing efforts are carried out. Budget information is also available from the
finance department. This includes, among other things, assessing the profit and cost margins of
the brand, product line, and product. (Naeem, 2014)
+Many parallels exist between sales and marketing, including the essential roles they play in
client engagement, revenue generation, and organizational success. Sales and marketing
working together have been shown to provide double-digit annual growth. (Altschuler, 2017)
2. Potential conflicts
_The finance department attributes their failure to the marketing department. The marketing
department has its own set of restrictions and priorities, whereas the finance department has
its own set of constraints and objectives. The marketing department's poor performance
overshadows the finance department's excellent performance. The financial ramifications of
this include a loss of market share and, of course, a reduction in revenue. (Lisette Kruizinga-de
Vris, 2012, pp. 83-91)
_In addition, even before Harvard Business Review's seminal essay on the subject was
published in 2006, sales and marketing divisions were engaged in a fight of attrition. Many of
them are still at odds with one another after more than a decade. Several factors are
contributing to the turmoil, and here are a few of the most significant ones: (Altschuler, 2017)
+ Ineffective communication or a lack of communication
+ Departmental funding competition
+ Roles that are misunderstood
+ Conflict between personality and culture
+ Goals that overlap or are unclear
+ The game of assigning blame
+ Diverse or misaligned strategies
V. In conclusion:
As the mentioned above, the role of marketing and how it interrelates with other functional
units of an organisation is extremely crucial . It is an integral part of any business. Therefore,
the Board of Director should consider to decide to cut down the expense about marketing
department. As perhaps an ideal future, the company can overcome this difficult stages and to
be more sucessful.

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