Roles and Responsibilities of Marketing Functions

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of Marketing functions............................................................1
P2 How roles and responsibilities of marketing relate to wider organisational context........3
TASK 2............................................................................................................................................4
P3 Marketing mix of McDonald's and Burger King..............................................................4
TASK 3............................................................................................................................................8
P4 Produce and evaluate a basic marketing plan for organisation.........................................8
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing includes tactics used by an organisation to promote their particular products or
services in a business environment which is continuously changing. It is essential for an
organisation because it helps in generating awareness among its target customer's. This present
report is based on various marketing concepts, roles and responsibilities of marketing functions.
For this we have selected McDonald's, which is fast food company established at a global level
in 1940 in United States. This report is based on importance of marketing mix and various roles
of marketing in an organisations overall development (Silberschatz,Galvin,and Gagne, 2014).
Marketing mix of McDonald's and Burger king is also mentioned in this report to get an
appropriate overview of a business environment.
TASK 1
P1 Roles and responsibilities of Marketing functions
Concept of Marketing
It is the process used by an organisation to promote and sell a particular product by
market research and advertising. It is an crucial factor used to manage an business entity
effectively. In this present report, it is essential for McDonald's to use concepts of marketing to
identify it's target market and to deliver the desired satisfaction to it's target customer's
(Silberschatz,Galvin, and Gagne, 2014). It helps an organisation to work more effectively and
efficiently as compared to it's competitors.
The marketing concepts followed by McDonald's are:
(a) Production Concept
It is an concept which helps an business entity in generating high production efficiency
by producing widely available less expensive products. This concept will help McDonald's in
improving it's productivity and in gaining competitive advantages in the dynamic environment.
(b) Product Concept
It is an concept which stats that consumer will give more emphasis on a product which
offer quality, performance and innovation. This concept will help McDonald's in producing
superior products and also in improving the existing products. So this concept is mainly
considered to make as many units as possible.
(c) Selling Concept
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It is an concept which stats that the customer will not buy a organisations product until
and unless an business entity show them their selling efforts. This concept will help McDonald's
in undertaking selling and promotion of their products.
(d) Marketing Concept
It is an concept which stats that it is necessary for an organisation to be more effective in
delivering customer value to it's target customers (Brady, 2014). This concept will help
McDonald's to be competitive in achieving organisational goals and objectives.
(e) Social Marketing Concept
It is an concept which stats that an organisation should achieve efficiency, productivity
and satisfy it's customer's needs but in a way to preserve customer and society's well being. It
will help McDonald's to retain it's productivity for a longer run.
Overview
In this report, the main aim of McDonald's is to always be in first position and to improve
it's brand image and quality as rapidly as possible in a competitive business environment.
Marketing process will help McDonald's in obtaining and managing market information for a
quick decision making. It will also help an organisation to convince it's target customers to buy a
particular product
Roles of Marketing
(a) Creating Effective Plan
It is the most crucial role of marketing which helps an organisation in promoting their
products and services and in allocating their resources effectively and efficiently. An effective
marketing strategy will help McDonald's to undertake it's customers consideration and to view
an organisation from client or customer's perspective (Opolšek, and Čurin, 2012). It will also
helps an organisation in identifying growth opportunities and also in eradicating threats that are
harmful for an business entity.
(b) Managing Customer Support
The good customer support will directly effects bottom line of an organisation and also
helps an organisation in acquiring fresh customer's. In this context, it will help McDonald's
employee's to work as a team in solving various problems that are faced by their customer's. An
organisation with satisfied customer's will always be productive and effective as compared to
other organisations with unsatisfied customer's.
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