ASSIGNMENT 1 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 2 Marketing Essentials

Submission date Thursday, 6 February 2020 Date Received 1st submission

Re-submission Date Date Received 2nd submission

Student Name PHAM TU ANH Student ID GBH190865

Class GBH0901 Assessor name Dang Son Tung

Student declaration

I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I understand that
making a false declaration is a form of malpractice.

Student’s signature

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P1 P2 M1 M2 D1
1.1
“No profit grows where no pleasure taken”

WILLIAM SHAKESPEARE

INTRODUCTION
Like Nike, Adidas, Reebok and all today’s successful companies, they have one common thread.They take improving customer needs
with heavy commitment to marketing as the key for sustainable development. The target markets are well-defined by those companies
through their responsibility and passion for satisfying the needs and requirements of customers. They train, emphasize to everyone in
the organization that the quality of service goes hand in hand with customer satisfaction and only when the customer is satisfied with
the service can the long-lasting customer relationship be formed, markets and profits will follow.

WHAT IS MARKETING ?
If you ask 10 people to define marketing, you’ll get 10 different answers about it. So let’s start with what marketing is NOT:
something you cut from the budget when your results are below plan, a genius process, advertising, black magic….and
DEFINITELY NOT making cold calls. Marketing, more than any other organization department, works with customers.
Customers play an important role in marketing system and each of us is a customer too, that is why creating customer value is
at the heart of nowadays marketing thinking and practice.

“ You already know a lot of marketing – it is all around you.”

Marketing Definition
How is marketing really understood? Many people always think that marketing simply includes advertising and sale, because
every day we still have access to product ads via TV, email, radio,..... or in many other ways; it is these media products that have
made us mistaken for marketing definition. Although all those ads are extremely important, they are just the tip of the marketing
iceberg.
In the past, we used to think of marketing simply as making a sale - what marketers do is just “telling and selling”, but today
marketing needs to be understood in a broader but more precise sense of satisfying customer needs. The process of exchanging
products, also known as selling, only takes place after a company has a certain product. In contrast, marketing began long before
the product was manufactured. Marketing is that the homework that producers undertake to assess human needs, measure
their extent and intensity and determine profitable oppotunities. But marketing does not stop when the product is completed,
throughout the product's life, the marketers constantly look for the advantages and disadvantages of the product to continue
improving the product; solicit ideas from customers to create new products, keep current customers as well as attract new
customers. We can simply understand that if marketers understand the needs of their customers, develop quality products and
services provide superior customer value, promote and deliver products effectively, these products will sell easily and then
“making a sale” is no longer necessary. The aim of marketing is to ‘know and understand the customer so well that the product or
service fits... and sell itself.’ But we can’t deny the importance of selling and advertising, they are part of a large marketing mix –
a set of marketing tools that work together to satisfy customers needs and build relationships with customers. Because of its
complexity, marketing is a very difficult concept to summarize in just one or two words, we will often encounter the two most
common definitions of marketing as follows:

“The process by which companies create value for

customers and build strong customer relationships in
order to capture value from customers in return” (Kotler
& Armstrong, 2013)

“The process of planning and executing the conception,

pricing, promotion and distribution of ideas, goods and
services to create exchange and satisfy individual and
organizational objectives.” (AMA, 1985)
MARKETING BASIC CONCEPTS
The second step of the marketing process, after fully understanding the needs of the customer, is to develop a marketing
strategies. There are five basic concepts which companies base on to design and build marketing strategies.

The Product Concept

‘The idea that consumers will favor products that offer the most quality, performance, and features; therefore, the organization should
devote its energy to making continuous product improvements’

This concept is based on the assumption that customers will respond to the best products offering quality and innovative
features; From this concept, marketers are encouraged for improving the products. But with this concept, a company can stop
developing a certain product to produce another product with similar uses but better quality. For example, many manufacturers
thought they could design a better mouse trap model than the current one, but that was not a good idea after all. Customers may
be looking for a better solution than a mousetrap: a chemical spray, a rat eradication service or perhaps a cat.
The conduction concept
‘The idea that consumers will favor products that are available and highly affordable; therefore, the organization should focus on
improving production and distribution efficiency.’

Different from the product concept, production concept holds that consumers will choose products with prices that are
considered to be most reasonable, satisfaction for their budget, so manufacturers will focus more on production and
distribution. This is one of the oldest philosophies taught to sellers.

The selling concept

‘The idea that consumers will not buy enough of the firm’s products unless the firm undertakes a large-scale selling and promotion
effort.’

While product and production concepts take production as a foundation, selling concepts take sales as the core. This means that
with this concept, manufacturers will try to sell as many products as possible and not in terms of demand and build a long-term
relationship with customers. It will be very dangerous for companies that take only this concept as a core, because such a
revenue increase will be difficult to repeat and customer satisfaction will not be high.

The marketing concept

‘A philosophy in which achieving organizational goals depends on knowing the needs and wants of target markets and delivering the
desired satisfactions better than competitors do’

When a company puts consumers in the center, every production and business activity is to satisfy the needs of consumers,
consumers get the best value, that is the company following the marketing concept. The path to profitability of marketing
concept is customer focus and value. The goal of this concept is to choose the right product for your customers, not the right
customer for your product.

Selling marketing maintains an inside-out perspective, taking selling and profit as the root. It focuses on the company's existing
products, calls for strong sales, promotions to generate revenue, and make quick profits. It only focuses on conquering customers
- getting short-term sales and not caring about buyers and why they do it. In contrast, marketing concepts have an outside-in
perspective. It started with a well-defined market, focused on customer needs, coordinated all marketing activities to influence
customers and make a profit by building long-term relationships with customers based on price. value and customer satisfaction.

The societal marketing concept

‘The idea that the organization should determine the needs,
wants and interests of target markets and deliver the desired
satisfactions more effectively and efficiently than competitors
in a way that maintains or improves the consumer's and society's well-being.’

‘A principle of enlightened marketing which holds that an organization should make good marketing decisions by considering
customers’ wants, the company requirements, consumers’ long-run interests and society’s long-run interests’

Social marketing concepts are the latest in the basics of marketing. While the concept of pure marketing is likely to ignore the conflicts
of short-term consumers but want long-term welfare, the concept of social marketing is about bringing value to customers in a unique
way that maintain or improve the health of both consumers and society. Social marketing concepts are created only when conflicts and
concerns arise. The above chart shows that the concept of social marketing has been asking marketers to consider three things in the
process of setting up marketing policies: corporate profits, consumer desires and profits. Social benefits. With the concept of pure
marketing, companies only build marketing strategies based on the short-term profits that the company plans to earn. But then marketers
suddenly realized that satisfying the long-term needs of their customers was also extremely important and the concept of social marketing
came into being. Since then, social benefits have become part of the marketing strategy. One of the leaders in the interest of social
benefits is Johnson & Johnson. They place a high emphasis on community and environmental responsibility, emphasizing honesty,
integrity and putting people ahead of the profits, all recorded fully and publicly in a document called "Our Credo". Under this Credo,
the company would rather take a greater loss than sending a batch of bad products, they also support many community programs and
employees that benefit consumers and society. J&J executives said: 'If we continue to do the right thing, at the end of the day, we believe
the market will reward us.' Target as the eight deaths when swallowing cyanide- Tylenol capsules, a product of J&J. Although the
investigation and the result of the altered drug only appeared in a few stores, J&J still decided to withdraw all of these drugs and made
the company lose $ 240 million. But thanks to timely recall, J&J has strengthened trust and loyalty of customers and Tylenol is still the
leading painkiller brand in the US market. Through this case and subsequent cases, J&J realized that doing the right thing is beneficial
for both the user and the company. Thus over the years, Johnson & Johnson's dedication to consumers and the community has made it
one of the most admirable, profitable companies in the United States. Today's society relies more and more on companies and requires
them to meet them. For example, society expects companies to uphold basic ethics and environmental standards, not only through ethical
policies but also through actions.

MARKETING FUCTION
A business project will not succeed without marketing, marketing is an effective tool for companies to sell products regardless
of sales methods. Marketing not only helps to establish a loyal customer base, but also helps the company increase sales and
make profits. To achieve the highest efficiency, marketing strategies need to be built based on the 7 functions of marketing.
‘The 7 Functions of marketing are interrelated activities that must work together to get goods and services from producers to
customers.’

Distribution
Is how you distributing the company's products, based on each pros and cons to decide the distribution of products so that the most
effective.

Product/service Management
‘Product management is the planning of the assortment at all stages of their production. The goal of product management is to
create a balanced volume of products in terms of maximizing sales in the longest term.’

Promotion
One of the main functions of marketing is promotion. The main goal is to improve people's understanding of products and brands. As
an integral part of marketing, advertising tactics are widely applied, as simple as opening a new store, products are always discounted
or have significant promotions.

Pricing
This is one of the most difficult aspects of marketing. It is necessary to thoroughly understand the market and the competitors before
you can modify the product price because this action can lead to unimaginable losses for the company. the school keeps changing and
so does the price. Growth and price reduction are directly related to the country's economy and the development of demand for products.

Financing
The source of business is a good source of investment. Only when there are sufficient funds can a product be produced and promoted.
And the more popular the product becomes, the more investment it needs to make it easier to access

Marketing Information Management

This function requires an understanding of your target audience, including their needs and interests.

Eg: Conducting customer feedback surveys is also part of marketing information management. This is the most effective way to
understand what customers are thinking about the company's products. Companies can send a group of their employees to shopping
malls or product distribution stores for customer interviews. This information will be analyzed carefully to develop a more effective
business model.

Selling
The goal of selling is personal communication to sell products to customers, through identifying customer needs and wants.

E.g.: you always prepare information resources or people serving sales and purchases, whether directly or indirectly: at the store, you
will have helpers, marketing for customers about the product; online sales are always accompanied by documents that contain product
data so that customers can better understand what they are buying.

Key roles and responsibilities of marketing function and their relation with organizational context Significance of
interrelationships between marketing and other functional units

The marketing function is the main tool of the business organization, helping it identify products that will satisfy customers and succeed
in the market from which to promote products. Business organizations need to master these functions because they are directly related
to market research, product planning, development processes, distribution, promotion, sales, finance, services. customer care, etc. All
marketing functions are related to the different responsibilities of an organization, which govern their development. Each function of
marketing has its own role to promote growth in business, but the main role of the marketing function is still market research, financial
statistics, product development, communication, distribution. distribution, sales planning, etc. Not only that but also the function of the
organization is closely related to the marketing function. The relationship between the next function and the organization's function is
simply understood: because the marketing function is part of the business organization, the divisions and units in charge of each of the
different functions are always connected. This makes sense because marketing functions need to be backed up by other operational
departments to avoid unnecessary errors and also to operate more efficiently. Marketing can never be independent, and when an
organization wants to develop and implement a marketing plan, the support of the finance, production and sales departments is always
in need... Moreover, when the promotions, big discounts like buying 1 get 1 free, 50% discount, the approval of the financial department,
the help of the production department. Although marketing functions are separate individuals in a business organization, there are
divisions and functions within the organization that increase profits. The main function of marketing is to increase company profits by
increasing sales, but want to increase sales depends on all parts of the company. At this point, the finance department provides the
appropriate budget for the marketing department to develop and implement a marketing plan. The production department combines with
the logistics department to meet the needs and provide products and services. Based on market trends, sales and consumers, personnel
policies are built. This is why all the functional units of the company must correlate with each other to bring about a successful marketing
plan among organizations. The following describes the relationship between the marketing department and other departments within an
organization:

(Source: Feng et al., 2015)

Identify market potential: the marketing director of an organization determines the current market trends and growth
opportunities so that the level of growth and competition on a market is necessary. At the same time, all companies research
and analyze consumer trends of customers, thereby devising a strategy to meet their needs effectively and systematically.

Create a marketing plan: to accomplish the business goals, a successful business plan will be created by the marketing manager,
expected to increase productivity and profitability for the organization. During the planning process, there will be a business
manager keeping in mind the key aspects such as targeting, segmentation and positioning activities that guide the plan to
business success. At the present time, companies are always racing about marketing strategy, pouring a lot of capital into it
because marketing strategies help them analyze the current market, provide strategic direction to achieve the desired results.
Monitoring of business activities: this is a great responsibility for managers, they monitor business activities to create good
effects for the business of the organization. This process forces the manager to be familiar with the internal activities of your
destination such as production, sales, and service delivery processes.

Product launch: Before the product is officially marketed, the marketing manager continues to analyze the good and bad points
of the product to ensure customers will not be harmed. Through thorough testing, business services reach customers.

Therefore, the marketing manager combined with the finance and production departments has become a major role and
responsibility. The functions coordinated by the marketing manager are followed as follows:

Finance department: without the help of the finance department, the marketing department cannot build a successful business
plan because it wants to have everything go according to plan, it needs to have enough capital. During the planning process, the
2 departments worked together to have a properly allocated financial source. Only then will the goals set become realistic, create
an effective marketing budget, bring success to the plan.

Production department: The marketing department merely studies the market, creates a sketch for a product that is supposed
to satisfy the market demand at the time, and the department makes that sketch into an object to capture. be the production
department again. When a product is discussed and edited by both departments, effective editing will bring profits as well as
productivity for the company.

Research and development department: here new demands of the market will be researched and developed for quality
products aiming to bring about profits. The R&D department carefully analyzes the marketing department's surveys so that
business entities grow better. The combination of marketing and R&D helps your destination accomplish the desired goals as
well as the goals.
MARKETING ENVIROMENT
The marketing definition of capital comes from the action of studying
human needs and ends by satisfying those needs. The environment refers
to all internal and external factors that influence the marketing process. So
we can understand simply that the marketing environment is internal and
external influences marketing decisions. The marketing environment is
influenced by two factors: internal and external. While internal actors can
be easily coordinated, external actors are not easily change

Internal environments are green resources that originate from an organization, potentially affecting its own marketing
activities, including: men, money, materials, machinery, markets.

External environment are factors and forces from outside affecting the marketing activities of an organization, which the organization
has almost no control over. The external environment is also divided into 2 types: Macro & Micro Environment

External factors that are directly related to businesses such as competitors, buyers, customers, the public ... are collectively known as
the Micro Environment: Suppliers, Market intermediaries, Partners, Customers, Competitors, Public

Macro environment are external factors affecting the marketing environment, which is difficult to control. Usually include
economic conditions, demographics, cultural and social forces ... These are all factors that indirectly influence marketing
decisions. It includes: Demographic Environment, Economic Environment, Physical Environment, Technological Environment,
Political-Legal Environment, Social-Culture Environment.
The roles and responsibilities of marketing in the context of the marketing environment.
The world is implementing a globalization cycle, towards a comprehensive development society. Therefore, the competition in
the transport, production sectors ... increased sharply. This competition greatly affects the goals of companies and profits from
business policies. In this type of situation, marketing managers must best perform their roles and responsibilities appropriately
so that the organization can achieve its wants without problems. In order to keep up with the marketing environment, managers
must analyze social trends and human needs constantly to create values that satisfy business customers. At the same time, the
different roles of marketing such as brand management, promotion, advertising and market research are all competitive with
market rivals

The significance of interrelationships between marketing and other functional units of an

organization.

Marketing always cooperates with other functional units in the organization to achieve the most appropriate and
effective business goals. Some of the functional units that marketing is closely related to are the finance, production,
etc., and only if the divisions are linked in business ventures. is designed to operate effectively. For example, creating a
business plan always comes with a reasonable capital allocation - the result of a combination of marketing and finance.
In addition, from the needs research, customer preferences, the new production department can create products or
services that meet those needs. All of these relationships positively affect business and achieve goals more easily.

Production is the information of goods and services with the assistance of certain processes. The production of goods concentrates
on essentially on the organization of men, money, materials and facilities into an easily operating business. In modern organization,
production is highly organized, mechanized and specialized mass production. Therefore, its overall charge is depending to the
Production Manager. The marketing function is also closely linked with the production department. The ability to produce determines
the number of products and the type of product that will be marketed. On the other hand, an effective sales forecast is needed to
achieve efficiency in the production process to minimize the resources used and maximize profits. Moreover, as mentioned in the
previous section, one of the most important functions of marketing is market research to find the most up-to-date market trends and
to change customers' needs and wants. All information collected will then be transferred to the production department to make
changes to the company's products based on marketing results. Therefore, mutual understanding and effective communication
between the marketing and production departments are of central importance in the company's product innovation process and
ultimately increase productivity and profitability. Moreover, the production department is responsible for creating good products to
support marketing efforts (Low et al., 2016).

One of the indispensable parts of any organization is the finance department. Finance function of business is basically responsible for
three decisions and their proper implementation: Investment decisions (financial planning, capital budgeting), Financial decisions
(capital structure – fixed and working) and Dividend decisions. Without this department, marketing function would be difficult to
develop a marketing plan. A marketing plan needs financing considering the detailed budget for various marketing activities and the
company's financial resources must be allocated to each activity appropriately. Therefore, the marketing department needs to work
very well with the financial team to have an accurate and appropriate financial allocation, as well as implement a marketing strategy
in a budget manner. According to Maholtra (2018), marketing decisions will be considered investment decisions, so when a marketing
plan is developed, financial instruments must be applied to evaluate the investment.

The HR function manage the human side of business. It is effect on increasing the effectiveness of human performance in any
organization. For example, the HR function aims at obtaining a competent and efficient workforce, motivating the employee
individually and in groups. From that, the goal of the organization is absolutely completed. HR function and marketing function must
be well coordinated to achieve effective performance for both. Human Resources supports the marketing department to find the most
qualified and suitable human resources to work for the department, as well as train them. Marketing also has an indirect support for
the HR function by working to enhance the reputation of the organization, which will make it easier for employees to attract talent.

Marketing is the process of getting goods and service to response the needs and wants of customer and producer. In other words, the
marketing function creates a process through which producers and consumers are brought together in an exchange relationship and
transfer of ownership takes place. This is the marketing function. In each company, each business function has a certain role, talking
about to relationship of marketing department with other department. Marketing department and the production department:
Marketing need to work to guarantee that response needs and wants of customer, number of orders produced by marketing can be
do enough. Marketers will want to bring the product to market as soon as possible. While production will want to test and develop
the product adequately so that the marketing department will set a deadline that will extend the capabilities of the production
department. Marketing department and finance department: the marketing need to concentrate on sell and building market share to
make the most revenue. Marketing department and HRM department: the marketing guaranteed for HRM research and develop new
product ides, meet production targets and create an ambitious and competent sales team

CONCLUSION
From what we have discussed, we conclude that with organizations, marketing is a very important part because it helps
businesses identify appropriate business markets, giving a summary of commune trends meetings, design business plans,
promote products and corporate brands. The different roles and responsibilities of marketing such as market research, brand
management, product development, etc. contribute greatly to the accomplishment of the company's marketing and business
goals.

References

Armstrong, G., Adam, S., Denize, S. and Kotler, P., (1999) Principles of marketing. Second European Edition.

Armstrong, G., Adam, S., Denize, S. and Kotler, P., (2008) Principles of marketing. Fifth European Edition.

https://jgdb.com/business/marketing/marketing-function/the-seven-functions-of-marketing-with-examples

http://fhessaykscs.adventistchicago.org/concept-of-sustainable-marketing-nefazosod2897.html

https://1.cdn.edl.io/W0TV0axiRV3P41ebfg5wQebS7LyeeLWDtTvyvnqK5ubCuWCH.pdf

https://managementbro.com/marketing-environment/

https://oxidian.ch/en/the-five-marketing-concepts-explained/
Malhotra, N., 2018. Marketing Research: Current State and Next Steps. Revista Brasileira de Marketing,

17(5), pp.647-665. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3260849

Low, S., Gao, S. and Mohdari, M., 2016. Marketing importance and marketing performance measurement

of architecture firms in Singapore: an exploratory study. Construction Management and Economics,

34(11), pp.739-750. https://www.tandfonline.com/doi/abs/10.1080/01446193.2016.1211719

r Summative Feedback:  Resubmission Feedback:
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 Index of comments

1.1 P1,2 achieved.

22.1 Overall, you have pointed out all key required theories in your assignment with good analysis. Your arguments are
well supported by suggesting opinions of the scholars.

Strengths:

- Good explanation for key theories and basic concepts of marketing.(P1)

- Sufficient understanding of the marketing functions and marketing environment.(P1)

- Satisfactory understanding of how marketing and other business functions relating with each other.(P2)

Weaknesses:

- There is no weakness other than some formatting issues.

- You should change the orientation of your paper to "Portrait"

- Wrong Reference List format, please refer to the Harvard referencing guide for the guidance.

Area to improve:

- Wrong usage of listing symbols could be very bad in academic writing.

- You should amend the format to size 12, Arial, spacing 1.5 and Justify Text to enhance the legibility for markers.

- You should try to integrate critical thinking skills in your assignment to achieve higher marks. For instance, you
could have critically analysed the significance of marketing functions in an organisation through pointing out the
importance of marketing functions and your thoughts about those functions to an organisation.

Final Grade: Pass

Assessor: Dang Son Tung (01/06/2020)

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