Significant Roles and Responsibilities of Marketing Function

This article discusses the significant roles and responsibilities of the marketing function in an organization. It covers functions such as market research, planning, product development, and more.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P1) Significant roles and responsibilities of marketing function................................................3
P2) Interrelationship among marketing and other departments of the organization...................5
LO 2.................................................................................................................................................6
P3 Compare the way different organisation apply marketing mix to marketing planning
process to achieve business objective.........................................................................................6
LO 4.................................................................................................................................................9
P4 Basic marketing plan for an organisation..............................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing essentials refers as a role which includes the marketing research, planning,
product development and overlook of the marketing activities (Campbell, Martin and Fabos,
2018). In present study, the marketing strategies of the organisation, Easy Jet Airlineis the point
of study. It is a British Airline low cost company and it operates in both international and
domestic routes i.e. over 1000 routes in more than 30 countries of world. This report discusses
about role and responsibilities of the marketing mix is being analysed in this study, where Easy
Jet Airline follows 7Ps of marketing mix for the promotion and development of its new service
economy sleeper class. The role of marketing department will be explained in the study. It will
compare marketing mix of firm. Marketing plan for Easy Jet Airline product will be prepared.
LO 1
P1) Significant roles and responsibilities of marketing function.
Marketing function refers as a role which aids any company in identifying the potential of
the products for the marketplace in which they are operating their activities and also ensure the
promotion of products through differentiating it from other products in the markets whose
features are similar. The main functions of marketing includes:- research the objectives of
marketing, making of plans to achieve marketing objective, develop the products for the
marketplace, examine the activities related to the marketing such as; advertisement, promotional
activities, sales distribution, customers service and relationship with the public (Caragher, 2016).
Marketing functions has its significant role and responsibilities in any organization, as it consists
of important elements which contribute in the growth and development of company.
Scrutinizing and Collecting the information of the related market is one of the key
responsibility of the marketing function. In this responsibility, the marketeers of Easy Jet Airline
gathers all the appropriate information related to the consumer's wants and preference and then
analyse that collected information. As Easy Jet Airline is a low cost airline company and is
launching economy sleeper class for the customers. The aim of scrutinizing and collecting the
information is that it will assists the marketeers of Easy Jet Airline to think about the kind of
efforts which the organisation need to made for the growth of new services in the marketplace.
The marketeers mainly emphasize on the price and quantity of the service which is demanded by
the customers of Easy Jet Airline(Draper and et.al., 2015).

Planning the Marketing Strategies to grab the opportunities and possibilities of the
market. Planning made by the marketeers of Easy Jet Airline to achieve its organizational goals
effectively related to its marketing functions. The increment in the margin of sale such as; Easy
Jet Airline want to increase the market share of certain product from 25% to 40%, now
organization has to make effective marketing strategies to achieve this increment in the market
share of its certain product. Marketeers of Easy Jet Airline will also decide the working of
different employees for implementation of the planned strategies in the organization (Larson and
Draper, 2015).
Tracking Market Trends is another important role of the marketing function which is
performed by the marketing managers of Easy Jet Airline. The marketeers track the customer
preferences and needs in the market for its services and also have their eyes on the policies and
strategies followed by its competitors. Monitoring the steps of competitors of Easy Jet Airline
will assists them in identifying the mistakes of the competitor organization and mistakes of its
own while performing the activities of the marketing. Tracking the trends in the industry, guide
the marketeers of Easy Jet Airline to formulate the effective decision regarding its marketing
strategies and can inspect the area where there is emergence of improvement exist (Malhotra,
2015).
Development of products is done on the basis of tracking the trends and fashion of the
product of Easy Jet Airline at the marketplace and after monitoring the plans of competitors.
Product or services development is important responsibility of marketing manager, by
developing its products the organization Easy Jet Airline can assures its customers for the quality
of the services which further give them more satisfaction. If there is any grievances of the
customers then that grievances must be addressed further, while developing the products and
marketeers will try to reduce the complaints which the customers have regarding the use, quality
or price of the service (Malhotra, 2018).
Examine the Marketing Activities is the most important role as well as responsibility of
the market manager of airline company. The market manager will oversee the various activities
of marketing, in which they use to examine the advertisement strategies followed by the
organisation for the particular product, after that they examine the efforts made for the promotion
of the product in the market, the market manager will overlook the efforts made for the
distribution of the product or service, for the service distribution the choice of channel is also

examined by the marketeers of Easy Jet Airline, the services provided to the customers by the
organization is need to be examined on regular basis and their doubts and grievances must be
considered by the market managers of Easy Jet Airline(Morgan, 2016).
P2) Interrelationship among marketing and other departments of the organization.
Marketing and HR department both are interrelated to each other. Both the department of
Easy Jet Airline get affected by each others' individual activities. The strategies which is
formulated by the manager of marketing department to achieve the new target of increment in
the production impose the impact on the decision of manager of HR department, to meet the
target now HR manger will advertise for more recruitment of personnel in the company. In the
relation with marketing the decision or steps taken by the manager of HR department will also
affects the decisions of marketing manager of the organisation. The training and development
session organised by the HR department for the new staff or personnel will effects the decision
of increment in production of manager of marketing department. If HR provide better training to
the new employees then it will contribute in the achievement of planned target by the marketing
department of the organization Easy Jet Airline (Pappas, 2017).
Marketing and Production department are interrelated, as both the departments get
affected by their individual decisions. The results from tracking the trends of airline services in
the competitive market, the marketing manager will be communicate to the production
department to make production according to the trend in the market. So that the productivity of
the employees make profits for Easy Jet Airline. The decision or the activities of production
department also impose its impacts on marketing department and affects the decision of
marketing manager. If the service developed by the department of production has not enriched
quality then the marketeers can't satisfy the customers to buy that service as that low quality
service fails to satisfy the needs and wants of the customers. Interrelation between both the
departments will affects Easy Jet Airline in achieving its organizational goals and objectives. If
there is good understanding between both the departments then it will generate more profits to
the organisation and impose positive impacts on the reputation of Easy Jet Airline, and if there is
lack of understanding between both then it will make the organisation to suffer losses and
adversely affects the goodwill of the organisation (Perreault, 2018).
Marketing and Finance department are also get affected by each others decision and
activities. As the marketing department and finance department are interrelated and their

activities imposes their impacts on the working of both the departments. If the marketing
manager of Easy Jet Airline makes the effective decisions and get success in the implementation
of the same then it will raise the finance with finance department as a result the finance
department provide appropriate funds to the marketing department, at the same time, finance
department can take another financing decision in the favour of Easy Jet Airline. In the context
of finance department, if this department take effective financial decision and work towards
generation of funds from different sources of finance then it will affect the marketing department
as well. Sources of finance or funds with the finance department will impose the impacts on the
marketing activities such as the decision of advertisement, distribution and promotion of the
product of Easy Jet Airline(Pike, 2015). The interrelation between marketing and finance
department will affects Easy Jet Airline in achieving its company's objectives and goals
effectively and efficiently as well.
Relationship of marketing department with all other departments of Easy Jet Airline such
as; production department, accounts and finance department and human resource department etc.
will impact the growth and development of the organisation. As because all the departments are
interlinked with each other and their individual activities will affects the performance of each
departments. The overall performance and reputation or goodwill of Easy Jet Airline get affected
by the individual performances of the departments. Coordination among all the departments will
make them to achieve the company's goals and business objectives. Interrelation among the
departments of the organisation effects the various decisions such as; financing decision,
decision regarding purchase of raw materials, recruitment and training and development decision
and profitability of the organisation, Easy Jet Airline (Purvis, 2015).
LO 2
P3 Compare the way different organisation apply marketing mix to marketing planning process
to achieve business objective
Marketing mix is a group of marketing variable that firm combine and control to produce
desire response in the target market. It is an important marketing tool that assemble all elements
which influence the demand of the products.
Elements Easy Jet Airline Etihad Airways
Product- Easy Jet Airline is considered Etihad Airways is top airline

as one of the renowned low
cost airline company. It also
offer safe and comfortable
travel to its customers.
company where it provide
range of products and service
like in-flight chef and food to
the customer. These services
are quite expensive.
Price- Easy Jet Airline using low cost
competitive pricing stratgy. So
that every customer easily
afford to buy tickets and fulfil
their wants & it motivate the
customer to buy more in
quantity (Draper and et.al.,
2015). Also, modern aircraft
fleet that it posses, aircraft
maintenance and fuel cost has
enabled the company to reduce
the cost.
Where as the Etihad Airways
company uses the skimming
method where the price of the
product is high in the
beginning. It result only the
rich people can afford to buy
the services. Prices are slightly
higher than its competitors.
Place- It refers to the easy
availability of product in target
market.
Airline company is having the
suitable marketing channel in
the market and having good
name. It operates in 30
countries of the world.
In Etihad Airways company is
located in Khalifa City Abu
Dhabi reaches over 110 the
locations of the world. As It is
well reputed company having
proper market channel as
compare to other airline
company.
Promotion- It implies the
marketing communication by
advertising about the products
and its features.
Easy Jet Airline For the
promotion of its product it uses
the social media for
advertising the services. As it
is common and cheaper in rate
Where as Etihad Airways use
the website and mobile app to
promote the products. It
provide offer on the products
through print media,

and it approximately use by
all. It is easy way to promote
the product through social
media. Also, company
regularly emails to their
customers.
magazines etc. customer by
seeing the offer on the product
and customer come to know
about the products (Campbell,
Martin and Fabos, 2018).
People- It relates to all the
human beings that play active
role in offering product and
services to customer.
It provides the customer
service to its consumer by
providing the various support
to is customer like Social
media support, mail support
phone support which help the
customer to motivate to buy
the products and retain at the
same product for longer period
(Larson and Draper, 2015).
Company keeps on training its
staff regularly specially on
customer relationship.
Its provide good training to the
employees as it is crucial for
maintaining the reputation of
the company. Also, believes in
building a long term
relationship with their
customer.
Physical evidence- It refers to
the marketing environment
where the interaction between
the customer and firm take
place.
It mostly give attention on the
facilities. It provide good
services to customer while
delivering the products to the
customer. And taking the
feedback from the customer
and solve problem
immediately. It is based
mainly online now and are
booked through travel agents
and at airport itself.
Where as Etihad Airline give
more attention to infrastructure
where it provide good outlook,
proper lightening and food tag-
line and logo is used to attract
the customer. A fleet of airline
is 120 ecologically safe aircraft
from Airbus and Boeing.

Process- The whole procedure
and the activity through which
product reach the final
customer.
Here more smooth process is
their between the customer and
the company as if any issue is
their than they solve out
immediately as soon as
possible. It create positive
thinking among company.
Also, company offers premium
quality services to their
customers at low cost, it also
integrated both offline and
online customer services.
In Etihad company the process
is giving Arabian Hospitality
as well as warmth to their
customers. Also, Emirati
values are reflected by the
services a company offers.
LO 4
P4 Basic marketing plan for an organisation
Easy Jet Airline is an Airline company, it operated in more than 30 countries of the world
and is renowned company. Company is planning to launch new services for its customer such
economy sleeper class.
Objective
The main aim of the Easy Jet Airline company to launch new service which is named as
“Economy sleeper class” and try to target the customer over 30's in the market and want become
the market leader before 2020.
Situation analysis
SWOT of the Easy Jet Airlinecompany
 Strength-where the company providing the low cost services to the customer and also
provide the premium services to the customer which motivate the customer to buy the
products and make the employees to retain at the same product instead of shifting to the
other product (Malhotra, 2015),
 Weakness- The company having the poor financial system and having low budget which
create problem to the company in the market while launching any new products.

 Opportunity- The company get an opportunity to launch it products in the market for the
further growth of the company as the company want to became market leader in the
competitive market.
 Threat- Any changes in government policies may create problem to the organisation and
it creates barriers for the firm to achieve its objective. High competition within the
airline industry is another threat for the company.
Pest analyses
Pest analysis is an strategic tool used by the firm to discover, evaluate, organize etc.
which have impact over the business now and in future known as pest analysis. Four kinds of
pest analyses are political, economical, Social and technological.
 Political factor- Where as instability of the government such as if any government rules
and regulation have been change. Or changes in the party continuously after some period
of time and not remain stable at one place than it create impact on the company in
decision-making which make major issue for the company as again the company as to
change the decision and planning (Pappas, 2017).
 Economic factor- Changes in the economic factor such as increase in taxation, inflation,
monitory policies, increase in raw material which create problem for the business in
decision making because of in stability of the economic factor.
 Social Factor- Continuous changing of the customer behaviour and preference of the
customer in the market which also affect the organisation as the customer desire and
demand changes which affect the company to make changes according to the customer
demand taste and preference.
 Technological factor- Technology also affect the business as the way technology is used
and communication to market the product and services (Pike, 2015).
Marketing Mix
Easy Jet Airlinewill perform marketing mix to attain the competitive advantage amongst it's
competitors.
 Product - Easy Jet Airline for the promotion of the service economy sleeper class will
maintain the quality of the service required by the consumers, company will also focus on
offer sleeper class services to economy class customers.

 Promotion –Company will adopt multimedia and digital marketing platform to promote
the service to desired and targeted consumers to reach enormous crown within minimum
cost incurred (Campbell, Martin and Fabos, 2018).
 Price – Easy Jet Airline will promote low pricing strategies to promote the service in
market as compared to other airline companies offering low cots.
 Place – The service of Easy Jet Airline will be made available online as well as various
airports to reach out maximum number of consumers.
 Physical Evidence – Easy Jet Airline will install Economy Sleeper class Boards and offer
demo services to use at airport to share the experience of it's services to the targeted
consumers.
 People – Easy Jet Airline will train specialized people for marketing of services and
providing best facilities in order to promote the feature and benefits superior to it's
competitors.
 Process – Further the company will focus on research and development program to bring
betterment in the products and services (Larson and Draper, 2015)
STP
The process is adopted by Easy Jet Airline to justify relation between market and the strategy
adopted to gain competitive advantages amongst the rivals to satisfy the targeted customers.
Segmentation and Target – Economy Sleeper Class gained attention amongst economy class
passengers of the generation and proved to be successful. Demographic segmentation will be
done and differentiated targeting will be used (Malhotra, 2015).
Positioning – The Easy Jet Airline proved to be outstanding amongst it's rival RyanAir due to
pricing and quality and gained enough attention amongst it's competitors.
Budget
Expenses Cost £
Raw material 550
Human Resource 650

Machinery/equipment 750
Preliminary expenses 550
Production 450
Promotional/marketing 800
Total 3700
Monitoring and Controlling of Marketing Mix -
Monitoring
Questionnaire - The technique will include limited number of closed ended questions
administered to limited number of people in Easy Jet Airline to control the activities of
marketing by considering everyone's consent into regard. Post service feedback and online
reviews etc.
Controlling
Feedback – The approach in Easy Jet Airline will focus on the marketing functions ones they are
performed and thus will control the activities going out of order in the process.
CONCLUSION
From the above study it can be concluded that the marketing functions play significant
role in the growth the organisation, Easy Jet Airline. The organisation followed the 7Ps of
marketing mix which results in the development of company. It is also concluded from the study
that Easy Jet Airline need to work in the direction of making its financial conditions strong, so
that the organisation can meet out its financial requirements for the marketing of its new launch
'economy sleeper class'. The above study concludes the benefits of interrelationship among the
various departments in the progress of Easy Jet Airline and its profitability also get raised. The
goodwill and reputation of Easy Jet Airline also get improved.

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