This Literature review will be focusing on the key issues regarding

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This Literature review will be focusing on the key issues regarding

the living expectations of UK transport

171CBS Business Organisation

Task: Marketing! What is the role of Marketing?

Assignment two

Discuss the role of marketing and the marketing department using an

organisation of your choice to illustrate the points you make

Mariom Jafar

Business and Accounting

2nd March 2005

DUE DATE: 28th February 2005

R.Rogers

Discuss the role of marketing and the marketing department using an

organisation of your choice to illustrate the points you make

Marketing is the way in which an organisation matches its own human,

financial and physical resources with the wants of its customers.

Seeing as many organisations continue in business over relatively long

periods of time, it is necessary for them to plan the human, financial

and physical resources they have to offer their customers.

On the whole individuals think that marketing is simply about the

advertising and personal selling of goods and services. Advertising

and selling, on the other hand are just two of the many marketing

activities. In most cases, marketing performances are all those

connected with identifying the particular wants and needs of a

objective market of customers, and then going about satisfying those

customers better than the competitors. This involves doing market

research on customers, investigating their needs, and then making

tactical decisions about product design, pricing, promotion and

distribution.

The company that I am going to look is a well-established chocolate

company Cadbury's. The company does put the customers first making

them marketing orientated but mainly to younger customers by making

their products affordable and appealing to children. They advertise

their products in many ways. Cadbury's research on what types of

chocolate they can make to satisfy their customers resulting in a

company with multiple products from a standard chocolate bar to Easter

eggs and ice cream to cakes targeting a wide range of customer needs

in food products. Cadbury's use the principles of marketing in

providing the needs of the customer such as customer future needs and

customer satisfaction, the needs of the organisation such as products

and markets and the influence of the market such as their competitors

and legal factors. The needs of the organisation are profit and

stakeholder fulfilment. The needs of the customers are future needs,

customer perception and contentment.

The marketing principles of Cadbury’s are:

· Products and markets

· Co-ordinated marketing

· Policy

· Efficiency

· Competitors Legal factors PEST factors

· Who and what they are statute law and trade awareness of changing

· Agreements environment

For a company like Cadbury’s to be successful they have to develop a

product. This would mean developing an existing product from the

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