Roles and Responsibilities of Marketing in 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.