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P1 The Key Roles and Responsibilities of the Marketing Function

   

Added on  2020-12-09

14 Pages4098 Words443 Views
Marketing Essentials
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TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1LO 1.................................................................................................................................................1P1 The key roles and responsibilities of the marketing function...........................................1P2 Roles and responsibilities of marketing function are significant to wider organisationalcontext....................................................................................................................................3LO 2.................................................................................................................................................4P3 The marketing mix of different organisation to the marketing planning process to achievebusiness objectives.................................................................................................................4LO 3.................................................................................................................................................7P4 Marketing Plan for Forever Young...................................................................................7CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12
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INTRODUCTIONThe study involves the role and responsibilities of marketing function and how these arebeneficial in improving the overall organisation's performance thus the study is based on Beautygiant which is a cosmetics company. It further discussed the marketing development plan of anew product 'forever young' and how different organisation implement the componentsmarketing mix of in their organisations in order to promote and increase the sales of theproduces.LO 1P1 The key roles and responsibilities of the marketing functionMarketing can be defined as study on market to analyses needs of consumers and offeringsatisfactory goods and services to buyers. It makes people aware with the actual feature ofproducts so that consumers take more interest in buying such services. One of the significant roleof marketing is to pursue research on the target audience. Research plays an important role bystudying the demand and buying trends of consumers. It also keeps a check on the existingcompetition in the market.The next essential role of marketing function is to collect market information regardingcustomers needs and wants. It tries to evaluate the consumer buying behaviour. The informationalso helps in studying the political, economical, social and legal environmental factors. Marketinformation is analysed and evaluated for successful decision making.Another important responsibility of marketing function is product designing anddevelopment. Product is designed in order to make it more appealable and attractive to the targetcustomers. Product designing involves developing the shape, size and style of the product.Standardization and grading are considered the key responsibilities of marketingfunction. Standardization refers to a process of production of goods at predetermined andspecified standards. Standardization is an assurance to met established quantity and quality.Grading includes classification of products into different groups in regard to their attributes suchas size, shape, quality, weight, etc.Marketing involves make the product and service appealable to public by attractivepackaging. Packaging refers to the designing of package to the product. It is an important pillarof marketing function and serve as a protection to the product. Labelling is closely associated
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with packaging. Labelling refers to the process of putting labels on the package. Packaging andlabelling both may be used as the tools of quality assessment by the customers (Massingham andPomering, 2017). Branding is an unavoidable role of marketing function. Branding is an activityto distinguish the generic good name to a specific brand name. It allots a brand name to a productto differentiate it from competitors product.Physical distribution is a function of marketing and involves choosing channels ofdistribution, inventory levels, transportation, warehousing and storage.Transportation is an additional function of marketing. Only production of goods andservices is not necessary, it is important to deliver them to customers. Transportation involvesphysical movements of goods from one place to another. Transportation of goods involves bothtransporting raw materials and finished goods.The exhibit tool of marketing function is promotion. Promotion refers to the process ofcommunicating the product related information to the customers and persuade them to purchasethe products. Promotion is used as a technique to attract new as well as existing customers byusing an appropriate promotion mix. Promotion Mix involves advertising, personal selling, directmarketing, sales promotion and publicity to enhance the sales of the product.The another function of marketing is to assess the risk and quality control. Riskassessment involves studying the internal and external environmental factors that may affect thesales of product in near future. Quality control is related to total quality management in theproduction process of a product. Quality control is necessary to meet the product gradingstandards in the market.The ultimate role and responsibility of marketing is customer support and satisfaction.Therefore, it is important to provide customer support services such as after sales services, creditservices, maintenance services, handling customer complaints, etc (Fan, Lau and Zhao, 2015).
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