Roles and Responsibilities of Marketing in the Context of Marketing Environment

This presentation analyzes the roles and responsibilities of marketing in the context of marketing environment. It discusses the nature of marketing, how the external environment influences marketing activity, the different roles of marketing in B2C and B2B contexts, and more.

MARKETING ESSENTIALS

Table Of Content
 Introduction
 Roles and responsibilities of the marketing function
 How marketing roles and responsibilities relate to wider organizational context
 Analyze the roles and responsibilities of marketing in the context of marketing environment
 Conclusion
 References

Introduction
Marketing is defined as the function of an organization which handles all activities related to
the promotion of a product or service. This department is connected with all other departments
of the company in order to work for attaining organizational goals and objectives. The main
task which is very important in marketing is market research. These are to be conducted in
effective manner so that needs and demands of consumers is analyzed effectively. The
following report is based upon an American fast food company naming McDonald's
corporation.

TASK 1

Nature of marketing
The nature of marketing consists of different factors that can defined marketing. The term “marketing” is
defined as human activity under which the needs of customers are satisfied by the human efforts.
Business exists because they have to satisfy the needs and demands of customers and this helps in
producing services as well as products. In context of technological arena, marketing is defined as an art of
choosing the correct market and increasing the satisfaction level of customers. In context of Mc Donald's,
it is concluded that this company is focusing on grabbing attention of potential customers and doing
effective marketing in order to attract customers.

How the external environment influences (PESTLE) and
impacts upon marketing activity in the context of Mc
Donalds
The PESTEL of McDonalds is mentioned below and it's effect on the marketing activity is mentioned below -
Political factors:These factors includes all polices .,rules and regulations implemented by government any country. The
factors are used to determined the level at which political factors influences industries profitability level. In context
of McDonald, all the regulations given by government are followed by the company while doing business in different
countries.
Technological factors: these are the factors which helps in taken outsourcing decision of the company. New
technologies are used in marketing the products offered by McDonald's.

Cont...
Social factors:These factors includes demographical factors. Company use to monitor
social factors to identify customers preferences their demands,their perception
regarding organisation. Atmosphere of the target market segment of the company.
McDonalds is having effective marketing strategies to attract their consumers because
their customers belongs from different age factors. This company ensures that the needs
and demands of customers are analysed before introducing any new food dish.
Environmental factors: These factors includes climate and natural resources of the
country. Organisations must be use those materials which are not harmful to
environment. The marketing strategy is made in a way that environment is not harmed.

Cont...
Economical factors: These are those factors which impact on performance level of any organisation.
Economic factors include industry life cycle,inflation rate,interest rate,economic growth rate. exchange
rate etc. Economical condition in UK adversely effect on profitability rate of McDonalds, due to
rescission in 2008,and at present inflation rate is also increase from1.5 to 3% the interest rate is high
thus company is unable to expend their market and their profitability rate is also goes slow down.
Legal factors: These factors include laws,and ethical rules and regulation regarding country. McDonalds
work according to the laws of the country and pays taxes and contributes in corporate social
responsibility programs.

Overview of marketing processes that
include analysis, strategic planning
Feedbacks are taken from customers who visit McDonalds. This provides an idea
for the company to make changes in marketing strategies. The feedbacks are
evaluated and analysed effectively for making new strategies and plans about
marketing that lead to company's success.

Strategic planning
Strategic planning of McDonalds includes the reason for the success of this company. The reason for
existence of McDonalds is it's customers. The customers are included in strategic planning of the
company. The main motive of this company is to provide customers good quality food.

The different roles of marketing within both a B2C and
B2B in the context of Mcdonalds
Marketing is one of the most important function within the company. This is useful for
identification of product or service's success within marketplace. It is an essential function
of the company that deals with managing the promotions and advertising of any product
within market. The role of marketing function also includes making the products and
services of the company competitive within market.

Roles of marketing
Defining and managing the brand – McDonalds is a reputed brand of US and it offers it's products and
services in international markets too. The major role of marketing function in McDonalds is defining and
managing the brand. This company focuses on how to promote it's products and services within marketplace.
Conducting campaign management for marketing initiatives – The marketing function of McDonalds is
important as it helps in organizing various marketing campaigns and programs for attracting lot of customers
towards products offered by the company. McDonalds is an organizational that believes that marketing is the
best way to reach potential customers.

Cont....
Serving as media Liaison- The spokesperson of each and every company are marketing managers. These are
individuals who provide guidance to the other departments that how sales of the company can be increased by
providing accurate information about needs and demands of customers. Every query of customer is solved by
marketing department of McDonalds in order to maintain good relations with customers.
Overseeing outside vendors and agencies – The marketing managers of McDonalds have to manage and select
agencies as well as vendors who have to produce the marketing materials used in manufacturing of products.

Cont...
Conducting customer and market research - An
important function of marketing is to conduct
strong and effective research for analysing new
trends and factors that affect customer
perspective. It is concluded that McDonalds
marketing managers have to analyse target
customers and then finally launch product in
market.

Responsibilities of Marketing
Within McDonalds , there are different responsibilities that marketing managers have to do in order to attain
organizational goals and objectives. These are mentioned below -
Making an effective marketing strategy - The marketing department has responsibility for developing strong and
effective strategies in order to make quality products. Customers will buy products of the company when different
trends and factors which they need in their products is achieved. This is very important in order to make workers to
create that product which will meet desired needs of customers.

Cont...
Fixing price of product – In context of McDonalds, another responsibility of marketing function is to fix price
of products and services according to the features that product possess. This organization deals with
supermarket chain, clothing and home ware appliances. Supermarket chain of the company ensures that it is
selling products at comparatively lower rate than other competitors. The managers of Marks and Spencer
offers pricing to their clothing and apparels at higher rate as this company uses high quality material in
making clothes.

How marketing roles and responsibilities relate to
wider organizational context
The marketing function plays an important role in order to attain organizational goals and objectives. In a company if
the marketing function is working effectively, then there are no issues for a company to increase its market share.
Marketing helps in promoting products of the company through advertisement, sales promotions, publicity, public
relation, events and sponsorship in an effective manner. The main objective of McDonalds is to provide a
qualitative product at affordable price to customer which will help in enhancing the sales and profit of the
company. Different departments of company are interlinked with marketing department for attaining the
organizational goals. This interrelation is mentioned below -

Cont...
Marketing and Production Department: Marketing department of McDonalds has to collect and gather data
about the needs of customers. This analysis of needs is provided to production department. They have to make
clothes according to the needs and demands of customers. This interlink between these two departments is
important for managing production of products and selling of quality products.
Marketing and Finance Department: In context of McDonalds , there are two main departments whose linkage
is very important for increased sales of the company. Finance department of company takes care of all money
related issues.

Analyse the roles and responsibilities of marketing in the context
of marketing environment
A marketing environment is defined as the combination of external as well as internal factors and
forces that affects the ability of an organisation to establish good and healthy relationship with
customers. McDonalds is having different macro and micro factors that affects business. According to
the marketing environment, managers change their strategy of promoting their product. In some
countries, there is need of effective communication with potential customers. On the other hand, in some
countries there is need for using digital marketing and social media marketing tools for promoting
products.

CONCLUSION
From the above discussion, it is concluded that marketing plays an essential role in an organisation.
Different departments of the company are linked with marketing department for managing work
effectively and increasing profits and sales of the company. Marketing mix of an organisation
provides information about different elements of marketing. The marketing plan of any
organisation consists of a SMART objective which has to be achieved by the company in specified
time frame.

References
Kotler, P, and et. al., 2017. Marketing for hospitality and tourism.
Kotler, P., and et. al., 2018. Marketing management: an Asian perspective. Pearson.
Wilson, A., and et. al., 2016. Services marketing: Integrating customer focus across the
firm.
Peattie, K., 2016. Green marketing. In The marketing book(pp. 595-619). Routledge.

Thank You