Roles and Responsibilities of Marketing Function

Marketing Essentials

Contents
INTRODCUTION.......................................................................................................................................3
TASK 1.......................................................................................................................................................3
Explain the key roles and responsibilities of the marketing function.......................................................3
Explain how roles and responsibilities of marketing relate to the wider organizational context..............5
TASK 2.......................................................................................................................................................7
P3 Compare the ways in which different organizations apply the marketing mix to the marketing
planning process to achieve business objectives......................................................................................7
Produce and evaluate a basic marketing plan for an organization............................................................9
CONCLUSION.........................................................................................................................................10
REFERNCES............................................................................................................................................11

INTRODCUTION
Marketing is the process in which the organization or any company with the help of
various marketing tools and technique advertise and promotes its products, or services. Through
marketing the people get educated about the product, services, any social message or any idea.
The sole purpose of marketing is to educate its targeted group. Marketing performs the various
functions like performing advertising, building up the relationships with customers, educating
the audience about the company or organization and so on. For reference purpose this report has
taken an example of a company, Marks and Spencer. Marks and Spencer is a British
multinational company which is specializes in fine clothing, home products and food products.
The company serves worldwide with having 1467 stores running successfully.
This report states the roles and responsibilities of marketing functions and how these functions
are related to the wider organizational content. The report also includes the different ways in
which various organizations applies these marketing mix to accomplished their goals and
objectives. Apart from this the report also includes a basic marketing plan for the organization.
TASK 1
Explain the key roles and responsibilities of the marketing function.
As marketing is very much essential for any business for growth and success. Marketing
deals with educating the people about the products and services which is been introduced by the
organization. The company performs marketing function to promote and advertise their products
and services. Without marketing the targeted people would not be able to know about the
company or the organization and the products and services offered by them. Similarly marks and
Spencer takes the help of marketing function to educate the customers about the trends, offers,
discounts or any sort of message which they want to deliver it to their targeted market. The role
and responsibility of marketing function is very much essential for any company and
organization, and so it is for marks and Spencer (Baines, Fill and Page, 2013). The role and
responsibilities which is been played by the marketing functions are as follows:
Market research: Market research is a process in which the researcher performs the research
activities and finds out the recent trends, or past trends into the market. According to the recent
and the past trends the research gets an idea about the trends which can be coming into the future
or have the chances to come into the future. Into the research, the person also finds about the
taste, preferences, behavior, attitude and the so on about its targeted marketed. Through this the
organization gets to know about the perspective about its targeted market on a particular topic.
Organization knows that if they want to survive into the market they have produce the goods and
survives which satisfies the needs and wants to their customers, and these needs and wants to the
customers can be evaluated by performing market research. Market research can be done through
primary research and secondary research. In primary research the organization itself gathers and
collects the data and information. It collects it by conducting surveys into the market, preparing

the questionnaires, by observing the action and reaction of the customers and the so on. Whereas
secondary research gathers and collects the data and information from the sources which are
available to the people (Baker and Magnini, 2016). These sources can be newspaper, books and
journals, libraries and so on. As in the case with marks and Spencer, the company conducts a
survey and research about the new trends which can take place into the market. By doing such
the company set the trend into market and gains the position of first introduced into the market.
Finance: The role and responsibility of the marketing function is to generate the finances for the
company. As the company performs the marketing activity to educate their customers or the
targeted market about their products and services they see an huge increase into the sales for
their products as more and more people are now getting known about the company. As the sales
increase the finances which the company receives also increases. This provides the company a
chance to increase their finances which helps the company in making their position very much
strong. As in the case with company Marks and Spencer, due to more marketing function the
more people gets educated about the company and more people would try to make a purchase
from the store. This will ultimately helps the organization in the increase of their sales. It has
been proven that through proper marketing the sales of the company does gets increase as more
and more people or the customers tries to purchase the products.
Product development: The products for the company gets develop as per the requirements of
the market. Through market research the company knows about the needs and wants of the
market and then tries to develop the product which meets the same. Product development is
initiated by seeing the future needs of the society or by predicting it and making releases the
needs of it to the customers. Product development can any edition into the existing product or
can be the introduction of a whole new product (Baker and Saren, 2016). As in the case with
marks and Spencer, the company brings innovation and creation into the clothing lines and the
home products which they manufacture. In fashion industry the changes are very much frequent,
every season there is a now collection of styles, therefore to meet that demand the company has
to bring up innovation and creation into their collections.
Communication: The marketing function helps the organization in communicating their motive
and the message which they want to convey it to their targeted market. With the help of
marketing tools and techniques the organization can communicate about the message which they
want to convey to their customers. The communication can be regarding educating the market
about the company and company’s products, it can be about telling the customers about the
offers or the discounts or it can for spreading any general message. Through marketing the
company can communicate directly to the customers and can delivers its message. For example
the holders of marks and Spencer company in which the company has written about its date at
which the discount would start is also taken to be as a communication because here the company
is communicating through these holders and delivering the message (Brennan and et. al., 2014).