Marketing Essentials (Part 1)

This presentation covers the roles and responsibilities of marketing function in a business organization, with a focus on Cadbury. It also explores the interrelationship between marketing and other departments. The presentation provides insights into understanding customer needs, promotion and advertising, marketing planning, and the importance of a customer-centric approach. It emphasizes the significance of maintaining effective relationships among departments for improved performance and profitability. References are provided for further reading.

Marketing Essentials
(Part 1)

Table of content
 Introduction
 Roles and responsibilities of marketing function
 Interrelationship between marketing and other departments
 Conclusion
 References

Introduction
Marketing is defined as a crucial tool within the modern business
environment as it consist of understanding of marketplace, customer
driven market strategy, development of profitable relations and offering
quality to customers. In addition to this, marketing allow a business entity
to develop an effective relationship with customer and retain them for
longer time period. For the present presentation, Cadbury is chosen as a
base company.

Roles and responsibilities of marketing function
Marketing function is explained as roles of a company that help to
source and identify potentially successful goods for market & then assist in
its promotions. In addition to this, such roles & responsibilities assist
business entity to gain growth and development at marketplace. The
Various types of roles and responsibility are performed by marketing
function in a business organisation in order to boost up sales and profit
maximization.

Cont.…
The roles and responsibility of marketing in relation to Cadbury is given
below:
Identifying customer needs: In new times it is in the top most priority
list for every company to learn the requirement of consumers and follow
proper procedures to fulfil the needs and wants of them in order to achieve
success and growth.
Promotion & advertising: It has it's own importance as the product or
service being produced by the company is to be brought to the knowledge
of the consumers.

Cont..
 Marketing planning: It helps a business organisation to plan it's activities as
per the future environment, as it is well known that a business has a dynamic
environment so it becomes very important for the management of business to
plan it's activities properly and lower the effect of unpredictable future.
 Applying customer centric approach: It is the aim of every marketing
department to provide good quality products to it's consumers, as it helps in
maintaining the goodwill of an organisation in a long run and also contributes
towards objective of sales maximization for the company.

Interrelationship between marketing and other
departments
 In every organisation, there are various departments who perform
activities and function in order to achieve objectives and meet with the
targets as well. It is determine that marketing situation consist of both
external & internal factors which impact on business performance and
activities as well. It is important for a company to ensure that an
effective relationship is maintained among all the departments as it
directly leads to raise in performance and profitability of organisation.

Cont.…
The interrelationship of marketing department with other departments of
business entity is given below:
Marketing and HR department: Marketing plays an important role
within a company as it help in promotion and awareness of product and
service at marketplace.
Marketing and Finance department: In order to execute any form of
activity within an organisation, one of the important thing that is required
is capital or funds.

Cont.…
Marketing and Production department: It is analysed that marketing
department conduct market research with an objective to identify the
requirements and needs of customer. In addition to this, it is then
communicated to the production department due to which they produce
those products which fulfils the requirement of customer.

Conclusion
From the above discussion, it has been concluded that marketing function
plays vital role within an organisation as it assist in identifying customer
needs, promotion, developing public relationship and many more which
has positive influence on productivity and profitability. In addition to this,
it is determine that marketing department is interrelated with other
departments such as finance, human resource, production and so on.

References
Brown, J.R., Crosno, J.L. and Tong, P.Y., 2019. Is the theory of trust and
commitment in marketing relationships incomplete?. Industrial
Marketing Management, 77, pp.155-169.
Caliskan, A., 2019. Applying the right relationship marketing strategy
through big five personality traits. Journal of Relationship Marketing,
18(3), pp.196-215.
Chernev, A., 2019. Strategic marketing management: Theory and practice.
Cerebellum Press.
Cornwell, T.B., 2020. Sponsorship in Marketing: Effective Partnerships in
Sports, Arts and Events. Routledge.