Roles and Responsibilities of the Marketing Function

This presentation discusses the key roles and responsibilities of the marketing function in an organization. It explores the importance of delivering products and services to customers, identifying customer needs, anticipating customer requirements, satisfying customer needs, and making profit. It also highlights the interrelationship between marketing and other functional units such as finance, human resources, and research and development.

MARKETING ES SENTIALS

P1. KEY ROLES AND RESPONSIBILITIES OF THE
MARKETING FUNCTION
 Marketing function is an important part of
organisation, it deals with exchange of product &
service in return for money.
 There are number of roles associated with it such as
delivering of product and services to customer,
identifying their need etc.
 Walmart is one of lading retail company in in Britain
and provide range of products.

CONTINUE….
 Identifying the requirements of Customers
1. Marketing function emphasizes on changing dress and Trend of customer
in Britain.
2. According to analyse what customer want and the way in which firm will
able able to produce and deliver.
3. After COVID most of Walmart customer change their taste towards organic
food and marketing team of the organisation analysing it and then suggest
firm to prepare for it.

CONTINUE….
 Anticipating Customer Requirements
1. One of the main responsibilities of marketing team is to anticipate demand
of customer.
2. This will help firm to provide right product on right time to right person
and hence able to gain competitive advantage in changing business.
3. They are number of product launching everyday in UK and hence by
anticipating organisation will able to deliver perfect quality product and
increase customer satisfaction level.

CONTINUE….
 Satisfying customers’ needs
1. It becomes important for marketing function to satisfying demand of
consumers by providing range of quality products.
2. Consumer expects that firm product will be distinguished from other and
have all required characteristics.
3. Organisation R&D highly focused on supplying and developing such kind
of goods and services.
 Making Profit
1. Profit plays important part in changing business and it become necessary
for marketing team to reaching large number of customer in country and
increase revenue in changing business.
2. Company use various Types of promotion channels for it which help in
targeting and influencing social media users with the help of digital
marketing.

P2. ROLES AND RESPONSIBILITIES OF
MARKETING RELATES TO THE WIDER
ORGANIZATIONAL CONTEXT
 There are multiple roles and responsibilities of
marketing function and not just limited to customers
or increasing profit share of organisation.
 It involves activities such as direct marketing, public
relations, advertising, promotion of products &
services etc.
 Marketing process
1. It refers to all types of activities that perform during
marketing team to target customer and market so that
can increase profit share.
2. Product: It become important for them to design good
that can meet customer satisfaction level.

CONTINUE….
 Interrelationship between marketing and other Functional Unit
 To increase market share, marketing team make connection with other
functions of organisation such as finance, Human Resource, Research and
development etc.
 Finance
1. Budget is an important part of marketing team and it will be given by finance
team.
2. Marketers of Walmart analyse present scenario and their money requirement
and it will be reported to finance department and in return they grant amount
which will help them in targeting customer and increase profit share of the
organisation.
 Human Resource
1. It is one of the important departments of organisation which help marketing
team by providing talented and skilled workforce.
2. It also focuses on personal growth of marketers so that they remain focused
and motivated towards organisation goals.

CONTINUE…
 Research and development
1. Research and development team of the organisation analyse information
that are provided by marketing team.
2. After evaluation they make changes in quality of product. It also increase
innovation and creative skill by comparing with competitors information
and hence firm will able to generate higher revenue in changing business.
3. Changing test and trend of customer require market analysis and according
to R&D team take action at work station.

REFERENCES
Books and Journals
 Pawluczuk, A., 2017. INNOVATION IN THE SHOPPING PROCESS IN
THE HYPERMARKET. Economic and Social Development: Book of
Proceedings.pp.731-737.
 Vargas, E.Y.M., Sánchez, A.V.O. and Ballesteros, E.Y.B., 2018. How is
Marketing and added value focused? Marketing versatility. Dilemas
Contemporáneos: Educación, Política y Valore, 6(Special).
 Puelles, M., Warleta, G.M. and Moreno, M., 2020, June. Types of Retailers,
Brand Choice and New Products Trial: Challenges for the E-commerce of
Consumer Packaged Goods. In International Conference on Advances in
National Brand and Private Label Marketing (pp. 164-175). Springer,
Cham.

THANK YOU