Roles and Responsibilities of Marketing Function in an Organization

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1: Key roles as well as responsibilities of marketing function.................................................1
P2: Define role and responsibility of marketing in relation to wider organisation context........3
M1: Roles and responsibility of marketing in context to marketing environment.....................5
M2: Determine the significance of interrelation between marketing and other function unit of
organisation.................................................................................................................................6
D1: Critically evaluate the element of marketing function and define its interrelation with
other function unit of organisation..............................................................................................6
TASK 2............................................................................................................................................7
P3: Compare the ways in which different organisation apply marketing mix in order to
achieve business objectives:........................................................................................................7
M3: Different tactics applied by organisations to demonstrate the objectives of business.........9
D2: Design a strategic plan that make use of 7Ps to achieve overall marketing objectives.......9
TASK 3............................................................................................................................................9
P4: Produce and evaluate marketing plan for an organisation:...................................................9
M4: Produce a detailed evidence -based marketing plan for an organisation...........................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is itself a very broad term that apart from buying and selling includes various
type of activities such as promotional technique, packaging, providing pre as well as post deliver
services and so on (Allen, 2016). It basically perform these activities to build long term
relationship with existing as well as potential customer via phone calls, customer care services,
email marketing, text messages and meeting with them personally. Moreover, marketer identifies
the need of customer and match the product with requirement of customer to gain the
profitability and long term competitive advantage. For better understanding Cadbury company
has been selected which is multinational company of UK. It is basically the second largest
world's confectionery brand which offer various variants of chocolates, ice creams, desserts,
biscuits, beverage and so on. Additionally, Cadbury is known globally because of its high brand
recognition value because they keep on bringing new innovation or variant in its existing
product. This report will cover following topics such as roles and responsibility of marketing
function and the interrelation between marketing with other wider organisation context. Further,
comparison between different organisation on the basis of marketing mix to achieve business
objective. Lastly, evaluation of business plan for Cadbury are covered in this report.
TASK 1
P1: Key roles as well as responsibilities of marketing function
The sole aim of marketing is to satisfy the need of customer by exchanging the goods and
services with the customer (Babin and Zikmund, 2015). Marketing function is used by the
organisation to spread the awareness about potential product in the market by differentiating it
with its alternative or similar type of product. It defines the roles and responsibility of various
marketing activity by drawing up the whole plan related to product such as product
development, distribution channel, promotional tool and technique and so on which is clearly
stated below:
Financing: It is not always possible especially for large company to make the all the
transaction in cash because it confines the operations of business. In relation to selected
company has extended its credit facility for supplies, ultimate consumer as well as for various
intermediaries. This has helped the company to overcome the problem related to lack of finance.
1

Marketing Information System: With changes in time the preference needs or desire of
an individual keeps on changing. In order to identify the preferences of customer market require
the information to make the sound decision. Thus, the data regarding customer are the strength
of company which they can utilise in a significant manner. In context to Cadbury company the
role and responsibility of respective function is to check the pattern of customer like the buying
behavior of major of population. Therefore, company uses the computer based program that is
Management Information System to gain the data by directly dealing with customer or gaining
the information from retail outlet. Further, this data is utilized to anticipate the changing need of
customer and bind long term relationship with them (Baker and Magnini, 2016).
Distribution channel management: The role of distribution channel is to transport and
store the goods and services. This distribution takes place from the manufacturer of finished
good to the final consumer. Intermediators makes the use of warehouse to store the excess or
surplus goods until the need emerges for sales of product. Herein, Cadbury company which
offer its product in national as well as various international border focuses huge attention in their
distribution network. They uses both direct and indirect channel of distribution medium to reach
out their potential candidate. For instance, Cadbury uses online platform such as its website from
where it engages its customer. Along with online platform respected company sell its product
through various retail store. Therefore, due to its wide distribution channel company has made
its product available in every geographical corner.
Product(service) management: This marketing function include developing as well as
improving the product or services to exploit the upcoming opportunity of market. Thus, in the
competitive environment the role of marketing within Cadbury company is to proper manage the
product that helps the company to appeal the customer because of design, availability, taste and
preference of customer.
Pricing of product: It is one of the most essential roles and responsibility of marketing
manager to fix the desirable price of product to analysing the cost of company, government
policy, purchasing power of customer as well as competitors pricing strategy. The customer
must find the price should be worth paying, it must be neither too low or too high. In case if
Cadbury set its price too high then there is a fear of loosing market share of company. On other
side if the price is low then company can maximize its market share but will reduce its profit
rate. Therefore, as the company provide varies variant due to which company has opted various
2