Roles and Responsibilities of Marketing in Organizations

Marketing
Essentials

Contents
INTRODUCTION...........................................................................................................................................3
TASK 1..........................................................................................................................................................3
P1: Key roles and responsibilities of marketing function.........................................................................3
P2: Roles and Responsibilities of marketing in a wider organizational context.......................................4
M1: Analysis of the roles and responsibilities of Marketing....................................................................6
M2: Significance of interrelationships.....................................................................................................6
D1: Critical analysis and evaluation of key elements of the Marketing function.....................................6
TASK 2..........................................................................................................................................................6
P3: Comparison of the ways in which organizations apply the Marketing mix........................................7
M3: Evaluation of tactics used by the Business Organizations for attainment of business objectives....8
TASK 3..........................................................................................................................................................8
P4: Marketing plan..................................................................................................................................8
M4: Producing of a detailed marketing plan.........................................................................................10
D2: Designing of a strategic marketing plan..........................................................................................10
CONCLUSION.............................................................................................................................................11
REFERENCES..............................................................................................................................................12

INTRODUCTION
Marketing refers to the different types of activities which are carried out by the Business
Organizations which help them in ensuring that they are able to raise the awareness level among
the different types of customers in the market about their products and services effectively and
efficiently (Ali and Anwar, 2021). This will be quite helpful in ensuring that the attainment of
the short-term, medium-term and long-term goals and objectives in the future can be attained in
the right manner. The Marketing Department of the organizations is therefore required to make
sure that an appropriate approach is undertaken for the purpose of attainment of the short-term,
medium-term and long-term marketing goals and objectives in the future in a proper manner
which will help in ensuring that the sales revenue can be enhanced and the overall profitability
level can be increased effectively and efficiently. This report is based on Tesco. It is a British
Retail Company which provides different types of products and services to the customers in the
market. In this report, a specific focus will be made on explanation of the role of marketing and
its interrelation with other departments, comparison of the ways in which the organizations make
the use of the elements of the marketing mix. Additionally, specific analysis will be made on
Development and Evaluation of a basic marketing plan.
TASK 1
P1: Key roles and responsibilities of marketing function
There are various types of key roles and responsibilities which are played by the
Marketing Function within the organizations (Cao and Tian, 2020). It is important to understand
them so that the right actions can be taken by the Marketing Managers effectively and efficiently.
The Marketing Function plays the following roles and responsibilities in Tesco-
Roles-
 Communicating with the customers- The Marketing Department makes sure that it is
able to ensure communication with the customers of the organization. This can be quite
helpful in ensuring that their needs and requirements can be identified and can be fulfilled
accordingly (Chatterjee and Kar, 2020). In Tesco, this is an important role which the
Marketing Department has to play.
 Differentiation from the competitors- The Marketing Department in the organizations
ensures that a marketing strategy can be prepared which can be quite helpful in ensuring
that the attainment of the future goals and objectives can be done in the right manner. For
a company like Tesco, this can be useful in ensuring that it prepares such a strategy
which ensures that it can attain a strategic and competitive edge over the competitors in
the market.

 Customer service culture- The Marketing Department in the firms has to ensure that a
Customer service culture can be created which will be quite helpful in ensuring that the
different types of customers can be served in a right manner and thus the attainment of
the future goals and objectives of the organization can be carried out in a proper manner.
In Tesco, this can be helpful in ensuring that the customer satisfaction level remains on
the higher side in the future.
 Increasing the profitability- The Marketing Department in the companies is required to
make sure that there can be an increase in the overall profitability level of the
organizations (Chou and et.al., 2020). This can be quite helpful in ensuring that the
various types of goals and objectives can be attained in the right manner and thus this can
be quite helpful in raising the overall level of efficiency and effectiveness.
Responsibilities-
 Listening to customer needs- It is important for the Marketing Department in the
companies to make sure that the identification of a wide range of customer needs can be
done and therefore the appropriate actions can be taken in the right manner so that these
customer needs can be fulfilled quite effectively and efficiently (Dash, Kiefer and Paul,
2021). Thus, it is important for a company like Tesco that its Marketing Department is
able to listen to the customer needs and can fulfill these needs in a proper manner.
 Tracking of trends and monitoring of competition- In the Marketing Department, it is
quite crucial that the tracking of trends and monitoring of competition can be done which
will be helpful in ensuring that the identification of the ways in which the overall level of
profitability can be enhanced can be done and thus the use of appropriate ways can be
made (Daviet, Nave and Wind, 2020). Therefore, In Tesco it is quite important that it is
done in the right manner.
 Work and Brand Values- The Marketing Department of the organizations is required to
make sure that the Work and Brand Values can be set by it which will help in ensuring
that that the functioning of the company can be smooth (Moro Visconti, 2020). In a
company like Tesco, it will be helpful in attracting the different types of customers.
 Setting of the marketing goals and objectives- In the Marketing Department of the
organizations it is quite crucial that the marketing goals and objectives which are required
to be attained in the future are set so that the use of the appropriate methods and
techniques can be made which will be quite helpful in ensuring that the attainment of
these goals and objectives can be done in the right manner effectively and efficiently.
P2: Roles and Responsibilities of marketing in a wider organizational context
In the organizations, it is highly necessary that the marketing department is able to ensure
that it can establish the right interrelationships with the different types of departments. The
explanation of these interrelationships can be made in the following manner-
Interrelationship of Production and Marketing Department- In the organizations,
The Production Department has an important role to play because it has to forecast the needs and