Roles and Responsibilities of Marketing Functions in Organizations

Hospitality
Marketing
Essentials

INTRODUCTION
Marketing cite to combination of various functions that undergoes selling of product or
services in target market(Abushadi and et. al., 2015). There are different roles that are been
carried out by marketing division, to attain desired objectives of an organisations. In other words,
marketing is defined as enterprise procedure of managing relationships and pleasing customer.
There are key components of marketing like product, price, place, promotion, process, people
and physical evidence that are effectively utilised by managers, in terms to manage business
activities in productive way. It is essential that customer need and demand should be given top
most priority by every firm, for sustaining their business in competitive market. In this present
study, the selected firm is Hilton Hotel which is an American multinational diversified
hospitality firm. It has headquarters in Tysons Conrner, Virginia and United States.
TASK 1
P1 The key roles and responsibilities of marketing functions in organisations
Marketing depicts to that activities which are carrying out by an organisation in terms to
promote its products and services in the marketplace(Akbar and et. al., 2017). It includes various
activities like advertising, selling and distributing. The marketing concept and marketing are
directly related with product, sales, productions, marketing and societal marketing. Basic
marketing functions include market investigation, creating a marketing plan, product
development and formulate strategies that will be beneficial, for attracting target customer
towards the brand in hospitality sectors. The leaders have to actively manage all business
operations within an organisations. In context with Hilton Hotel, marketing managers plays a
crucial role in improving the development of product within overseas market. The important
marketing functions are mentioned below:
Market Research: This functions involves in-depth analysis of current market situations
that have influence on business operations of any organisation in specific industry. If it is talked
about Hilton Hotel, manager have to communicate with research and development department,
for seeking informations about changing customer need and demand of product or service in
hospitality industries. The marketing team should plan strategies to attain market advantage from
rivalry.

Distribution channels: It is important that management of Hilton Hotel, should utilise
best distribution channels, for fulfilling demand and supply gap of product in market. There is
strong connectivity between manufacturer, wholesalers, retailers, distributors and internet. This
chain is found to be helpful in delivering finished goods to customers in target market. There
after, leaders could choose supplier in minimal cost, to supply product will be easily utilised by
primal and existing customers (Allen, 2016).
Product/Service management: This marketing functions includes planning for creating
an effective balance between stages of product development within an organisations. The
production manager of Hilton Hotel, should monitor each stage so that quality product is been
produced by firm. Also a quality standard has to be set by management, in order to satisfy target
consumers. The current aim of Hilton Hotel is to increase quantity of product for customers,
there by improving sale margin in lodging industries.
Promotional Channel: The promotional functions identified as important channels for
attracting target consumer base towards firm products. When talking about Hilton Hotel,
manager could use social media platform, for bringing awareness about sales offers between
group of potential consumers. There are chances that online users want to know more about
product specifications.
Marketing Informations Management: This functions involve bifurcated target
consumer base, on basis of geographic and demographic aspect in market. Thereafter, storing
information in secured desktop computers or laptops. If it is talked about Hilton Hotel, marketing
supervisors should target young generations, as they have craze to travel more at different
locations all over the world. In managing informations, IT department should protect personal
data of buyers (who are visiting their websites) and important data of company .
From above description it can be said that marketing functions have an effective role in
operating day-to-day business activities in a systematic manner in an organisation. These
functions also helps managers in planning strategies that are beneficial for producing quality
product for consumer. This initiatives taken by Hilton Hotel managers, are foundation for
increasing number of customer in overseas market (Arendt and Allain, 2019).