Key roles and responsibilities of marketing function

MARKETING
ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Keys roles and responsibilities of marketing function...........................................................1
P2 Roles and responsibilities of marketing relate to wider organisational context....................3
M1 Roles and responsibilities of marketing in context of the marketing environment..............4
M2 Significance of interrelationships between marketing and other functional units of an
organisation.................................................................................................................................5
D1 Evaluate key elements of marketing function and their interrelation with other functional
units of an organisation...............................................................................................................5
Interrelation of marketing with other functional departments....................................................6
TASK 2............................................................................................................................................6
P3.Various ways in which different organisations apply the marketing mix to the marketing. .6
planning process to achieve business objectives........................................................................6
M3.Different tactics applied by organisations to demonstrate how business objectives can be
achieved.....................................................................................................................................10
TASK 3..........................................................................................................................................10
P4.A basic market plan for an organisation..............................................................................10
M4. A detailed, coherent evidence-based marketing plan for an organisation.........................12
REFERENCES .............................................................................................................................14
.......................................................................................................................................................15

INTRODUCTION
Marketing is a wider concept considered by so many company to achieve growth and
success of organisation. This factors also assist company to spread awareness about new
products and commodities at market place. This also helps customers to know brand level and
quality of products (Lamb, Hair and McDaniel, 2011). The marketing manager of company plays
an essential role in fulfilling customers demand and needs with aim of increasing larger market
share and profit margins. This report is prepared in context of new taxi app company called
Taxify. It is an international transportation network company which operates its business in
Estonia. It offers private drivers and taxi services to its customers at affordable rates. The
company wants to expand its business in UK. So in this context, organisation has adopted
concept of marketing to promote its business in market. In this report, the role and interrelation
of marketing with other units is discussed. In addition this, marketing plan and marketing mix is
also considered by company to achieve their goals which is also specified in this project.
TASK 1
P1 Keys roles and responsibilities of marketing function
Marketing function involves market research, marketing plan, product development,
strategies of promotion, distribution, etc. In this context, there are some current and future trends
of marketing which helps company to attract more customers to towards their company and
enhancing larger market share. These current and future trends also helps Taxify to expand their
business and achieve growth.
Current and future trends of marketing
Current and future trends of marketing can affect growth and development of
organisation. In order to gain competitive advantage, it is important for company to adopt new
and advanced strategies according to market trend. This helps them to increase their sales and
profitability margins. Current trends includes, mobile applications, billboards, radio
advertisements, telemarketing, basic printed works like newspapers, pamphlets, etc. On the other
hand, future trends involves, chatbots, advanced technologies and tactics, etc. These aid business
organisation in promoting their brand at high level. In reference with Taxify, if company uses
highly advanced techniques and strategies then it will become easy for them to expand their
business in UK market. They should also use concept of digital marketing which helps them to
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