Marketing Essentials: Roles & Responsibilities, Marketing Mix, and Inter-Relations

Unit 2: Marketing Essentials
BTEC Higher National
Certificate in Business
Centre Code: 01018

TABLE OF CONTENT
 INTRODUCTION
 Definition of marketing
 Roles & responsibilities of marketing functions
 Brief introduction of company
 Functions and role of marketing manager
 Functions & role of marketing department
 Organisational structure
 Marketing mix
 Inter-relation between other departments
 Communication with other departments
 Marketing plan
 CONCLUSION
 References

INTRODUCTION
Marketing is defined as process or activity of set of actions which is used by
company to promote or advertise their product or service. Marketing essentials
comprise of important elements which are required for business promotion
(Heroux, 2017). Main focus of this presentation is to understand the concept of
marketing within organisation. Sainsbury, a multinational corporation of
supermarkets headquartered in U.K. This includes several topics which are key
roles & responsibilities of marketing function, roles & responsibilities of
marketing in firm viewpoint, marketing mix and plan, inter-relationship between
marketing & functional units and key components of marketing functions.

Definition of marketing
Marketing is defined as approach which is
utilized by entity to advertise or promote
their brand, product, or service.

Importance of marketing
In business sector, marketing is essential for development & growth of
activities at larger scale. It is crucial to use this so that products are
developed and have access to customers. To sell & gain profitability, it is
crucial to use this concept so that product or services are known to public.
 With help of this marketing, it is easy to promote products as well
as services.
 Assist in improvement of sales and profit margin of enterprise.
 Enhances recognition of a brand at global level (Heroux, 2017).

Roles & responsibilities of marketing
functions
Marketing functions are of various types such as human resource
management, finance, marketing department etc.
HRM- This function main role is to recruit talented employees for
Sainsbury & engage them with work environment. Whereas
responsibility is to make assure that deserving candidates are being
hired who can increase productivity of firm.
Finance- Role of this function is to record all transactions of business.
Whereas responsibility is to determine income and expenditure of
business.
Marketing- IN this role is to promote/advertise the product of a
company. Responsibility is to increase sales ratio of product/ service
(Hanzaee, 2019).