Roles and Responsibilities of Marketing in an Organization

This article discusses the key roles and responsibilities of the marketing function within an organization, as well as its interrelation with other departments. It also analyzes the significance of interrelationships between marketing and other functional units of an organization.

Marketing
Essential

Contents
INTRODUCTION...........................................................................................................................................3
TASK 1..........................................................................................................................................................3
P1 The key roles and responsibilities of the marketing function within an organization.........................3
P2. Roles and responsibilities of marketing relate to the wider organisational context..........................5
M1 Analyse the roles and responsibilities of marketing in the context of the marketing environment.. 7
M2 Analysis of significance of interrelationships between marketing and other functional units of an
organisation.............................................................................................................................................8
D1 Critically analyse and evaluate the key elements of the marketing function and how they
interrelate with other functional units of an organisation......................................................................9
CONCLUSION...............................................................................................................................................9
REFRENCES................................................................................................................................................11

INTRODUCTION
Marketing is one of the essential parts of every organization which help them in attracting
customers and earn more profitability ratio. By conduct effective marketing a firm can attain its
goal as well as objective effectively and successfully (Baker, 2016). Along with this through
marketing a company earn various benefits such as competitive advancement, huge customer’s
base, high profitability ratio, market shares and many more. Organization selected for this
assignment is Kellogg which is founded by W.K. Kellogg and his brother Dr. John Harvey
Kellogg in year 1898. It’s headquarter is situated at Michigan, United State and it offer variety of
products such as cereals, cookies, crackers, fruit flavoured snacks and many more. Topics
covered in this assignment are roles as well as responsibilities of marketing function in a
company and its interrelation with other department of a respective firm.
TASK 1
P1 The key roles and responsibilities of the marketing function within an organization
Marketing is a process that helps a company in attracting more and more customers which
leads to attainment of goal as well as target successfully. Through this company also able to
promote their brand name and image in order to attract customers, clients and shareholders who
help them in gaining huge profitability ratio along with market shares. As per the view point of
Philips Kotler, marketing is considered as science which assists in delivering, developing,
understanding requirement, identifying customers and many more. Through all this function
company able to attract customers and encourage them to purchase their products as well as
retain with company for long time duration. There are various role and responsibilities of a
marketing function in Kellogg, some major of them are mentioned below:-
 Creating products and services: It is consider as one of the major function of marketing
function in Kellogg. According to which respective department conduct marketing
analysis in order to develop products as well as service for customers which is based on
their requirement and need (Barrales, Martínez and Gázquez, 2014). By this role and
responsibility company able to serve according to customers which help in attracting
them as well as encourage them to stay with respective company for long time duration in
effective manner. In respect of respective company they conduct market analysis on
regular basis so that they can develop or design product as well as services according to

customers. This will help them in attracting potential service users and retain them for
long duration of time.
 Customer’s Services: According to this role and responsibility of marketing function in
a company they will ensure about customers services and satisfaction by identifying their
issues and then developing strategies accordingly. In respect of Kellogg they conduct
very effective customers services according to which they also provide after sales
services so that customers can interact with them when they face any issues. The
respective companies also conduct market analysis on regular basis in order to identify
customers need as well as requirement which help them in developing product
accordingly (Beck and Reichert, 2012). By this role and responsibility respective
company able to attract customers and retain them for long time duration.
 Develop promotional activities: In a firm it is essential role and responsibility of
marketing function in which they generally conduct activities in order to promote product
and services of company. They also conduct activities in order to encourage service users
to visit their store and convince them to purchase offerings. In respect of Kellogg they
conduct effective promotional activities which help them in attracting more and more
potential audiences for their offerings. Along with this they also develop or design their
promotional or advertising activities according to their location or region where they are
serving products. Through strategy they able to convince potential service users to buy
their product.
 Enhance competitive advancement: It is another effective role and responsibility of
marketing function according to which company able to gain competitive advancement at
their potential marketplace. In respect of this marketing function develop strategies and
plans by comparing their competitor so that they can develop more effective and
attractive products and services for customers in order to attract them. In context of
respective company they develop strategies and plans by evaluating and comparing their
competitors which help them in develop products and services more effective than their
competitors (Bigat, 2012). Along with this, through it they able to gain more benefits
such as they attract more customer’s base, gain more profitability ratio, gain huge market
shares, attract more investors and many more.

P2. Roles and responsibilities of marketing relate to the wider organisational context
Marketing department possess greater responsibilities which are associated with
development of organisation. Certain responsibilities with respect to Kellogg’s are mentioned
below:
Marketing Planning:
This comprises of activities which are associated with organisational marketing of
services, products and manufacturing of other related goods. All these activities are linked with
marketing and are needed to be carried out within effectual way to enhance developmental
opportunities (Biggemann, 2012). With respect to Kellogg’s management needs to efficiently
identify different opportunities in terms of growth for establishment of new merchandises as well
as estimation of risk factors. Along with this, marketing executives need to launch their
marketing, strategies, processes and value positioning by accomplishment of sales. For gaining
effectual market positioning management of Kellogg’s needs to emphasise on primary form of
planning as well as apply them to further enhance sales and revenue of organisation for having
better growth.
Exchange Functions:
Basically, a process which deals with selling and purchasing of products as well services
within market is referred to exchange process. According to this function, business can render
their services and products in effectual manner within marketplace so that requirements of
customers can be fulfilled. All these functions can be attained in a required manner through
suitable guidelines associated with advertisement, personal selling and sales promotion (Chang,
Yu and Lu, 2015). Therefore, it is the foremost responsibility of marketing manager to efficiently
assess marketing functions for satisfying requirements of customers in best effective manner
with respect to offerings in terms of services and products according to their perceptions and
needs. Therefore, Kellogg’s needs to assess marketing functions associated with exchange of
services and goods for gaining effectual goodwill margin.
Product Designing and Development:

This factor is a crucial element within selling of their products. With respect to design of
products according to demands and needs of customers as it is essential for manager to
efficiently identify requirements of customers and make sure designing of products in effectual
manner for accomplishment of goals in stipulated duration of time (Constantinides, 2014). In
context of Kellogg’s, managers need to supervise their team for designing products within
impelling manner. It is a leading as well as multinational brand; therefore designs must be
produced within effectual way to satisfy demands of customers in best possible manner. Within
recent era, customers look forward for creative and unique products. Therefore, it is necessary
that marketing manager must efficiently emphasise on satisfaction of requirements and needs
within effectual manner.
Marketing Information:
For gaining effectiveness within market it is necessary to estimate information which is
associated with preferences and needs of prices provided by customers which exists within
market in terms of quantity as well as functions which are being furnished. By collection and
analysis of information Kellogg’s, is able to alter their functions into growth possibilities.
Management possess greater responsibilities for gathering information linked with competitors,
customers and marketplace. By doing this organisation is able to serve their customers in best
manner.
Packing Labelling and Branding:
It is carried out for avoiding any destruction breakage to a product within process of
storage as well as delivery. Labelling refers to information that is associated with product along
with creation of brand value via means of advertisements, promotions and many others (Du ,
2015). Therefore, management of Kellogg’s has crucial responsibility to emphasise on
guidelines, regulations and rules by which customers can be made aware about products.
Through this loyalty and brand value can be enhanced. Kellogg’s can take vantage of these
techniques and tools for enhancing their profit and sales.
Interrelation of marketing with human resources

Human resource management possess crucial responsibility within organisation that is
related with process of recruitment, selection, training and development of employees. HR
department is key source via which skilled candidates are recruited that aids organisation to
attain their goals which will lead to overall success. HR department of Kellogg’s needs to render
effectual training and development programme to enhance knowledge & skills of employees
which will further aid them to enhance productivity of workforce with respect to sales in future
(Erevelles, Fukawa and Swayne, 2016). By furnishing development programmes to employees,
HR department effectually provides a marketing team which is responsible for selling and
promoting products through various modes. Thus leads to enhancement of sales ratio in required
way.
Interrelation of marketing with Production department
It is crucial for Kellogg’s to manufacture their services as per preferences and demands of
customers. Thereby, marketing department collaborates with production department for
providing them with information associated with trends which prevails within market. This leads
them to produce goods and services as per needs of their potential customers. This will aid them
enhance overall sales of organisation with the assistance of effectual outcomes that can be
attained by both the departments respectively.
M1 Analyse the roles and responsibilities of marketing in the context of the marketing
environment.
Marketing environment refers to combination of internal as well as external factors of an
organization which helps in developing relationship with customers. Marketing plays various
essential roles in respect of marketing environment, some of them are mentioned below:-
 Developing marketing strategy: It is consider as one of the essential role so a marketing
function in respect of marketing environment. In this they develop marketing strategy
after conducting analysis of market as well as workplace which help them in attracting
customers (Fan, Lau and Zhao, 2015). Along with this, through it company also able to
develop strategies as well as policies according to customer’s requirement. This will help
in attracting customers at huge ratio.

 Marketing information system: According to this role of marketing function an
organization able to conduct various things through MIS such as planning, controlling,
monitoring, production and so on. Along with this, they also able to manage logistic on
real time basis that help them in maintaining as well as controlling distribution or supply
chain in effective way.
 Brand Equity: Another essential role of marketing function in respect of marketing
environment is that through it company able to develop as well as maintain effective
brand equity at their potential and target marketplace (Finch, Nadeau and O’Reilly,
2013). This is so because due to effective marketing function an organization able to
develop products and services according to customers which help in satisfying them in
effective manner. Along with this, it will also help in developing brand reputation in front
of potential customers.
M2 Analysis of significance of interrelationships between marketing and other functional units
of an organisation.
Marketing department creates a strong influence on other departments and is effectively
associated with each of them. For this marketing plan is formulated through which organisational
objectives can be accomplished. Marketing department works in collaboration with different
departments and furnishes essential details which are required by them. It is crucial for Kellogg’s
to ensure that have effectual team members in their marketing department so that success of
organisation can be attained. It works with production department to make sure that products
have been manufactured as per wants and needs of customers. Furthermore, for identifying
investment which is required to carry out operations of marketing department, finance
department is responsible for providing them necessary resources. Human resource department
also works in collaboration with marketing department (French and Russell, 2015). They are
responsible for making sure that they have highly skilled and qualified candidates within
marketing department as overall processes which are carried out within Kellogg’s will assist to
enhance and attain the desired results. With respect to this certain strategies are build up which
will create affirmative impact on activities and operations which are carried out by Kellogg’s.

D1 Critically analyse and evaluate the key elements of the marketing function and how they
interrelate with other functional units of an organisation
Marketing function of a firm are interrelated with other departments such as finance,
distribution, human resource, advertising and many more. Through this effective interrelation, an
organization able to conduct its work effectively and achieve its objective successfully. There are
also various key elements of marketing function, some major of them are explained below:-
 Research: As per the view of Henriksen, 2012, in an organization this element plays an
essential role because through it their able to conduct several works such as identify
potential customer’s, understand their need and requirement, develop strategies
effectively and many more. Along with this, company also able to collect information
related to finance, raw material, resource, logistics and so on which help in conducting
business function as well as operations in effective manner.
 Planning: According to perspective of Järvinen and Taiminen, 2016, it is also major key
element of marketing function and according to this respective department conduct
activities related to planning such as planning of finance, distribution planning, sales
forecast, communication with customers or clients and so on. They generally conduct
planning which are related to promotional as well as advertising activities of products and
services offered by a firm in order to attract customers in effective manner.
The marketing functions of an organization are interrelated with other department in
order to conduct work in effective manner that leads to attainment of goal as well as objective in
effective way. Such as marketing team is connected with finance team, marketing department
didn’t able to conduct marketing functions like advertising as well as promotion in effective
manner without proper finance (Laczniak and Murphy, 2012). Along with this, according to
relationship among human resource and marketing, for hiring effective candidates human
resource of a company need to conduct marketing activities so that more and more candidates
know about this in effective manner.
CONCLUSION
By conducting analysis of above discussed points it can be summarised that in every company
marketing department is very essential because by it they able to conduct various work which
leads to attainment of goal as well as objective in effective manner. There are various role and

responsibilities are conducted by a marketing department which help a firm in attaining its
objective such as developing products and services according to customer’s, attract customers,
promotion and advertising and many more. Along with this they also interrelated with other
departments of an organization as well as it also help them in conducting their work in effective
and appropriate manner for attaining goal.

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