Roles and Responsibilities of Marketing Function

This document discusses the roles and responsibilities of the marketing function in an organization, specifically focusing on Bentley Motors Limited. It examines the interrelationship between marketing and other departments, such as HR and finance, and the value of this interrelationship. The document also discusses the strategic marketing plan and the application of the 7Ps of marketing to achieve marketing objectives.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Roles and responsibilities of marketing function..................................................................3
M1. Examine the roles and responsibilities of marketing in regards with marketing
environment.................................................................................................................................4
D1. Critically evaluate functions of marketing and their association with other divisions........5
P2. How roles and responsibilities of market interrelate in context with wider organisation.. . .5
M2. Value of interrelationship between marketing and other structural units............................6
D2. Strategic marketing plan through applying 7p's to attain marketing content.......................7
TASK 2............................................................................................................................................8
P3. Compare the ways in which carious firms apply marketing mix to marketing plan to
achieve business goals and objectives.........................................................................................8
M3. Different tactics used by organisation to specify business subjective that can be achieved
.....................................................................................................................................................8
TASK 3............................................................................................................................................9
P4/M4. Basic marketing plan for an organisation.......................................................................9
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing refers to the study and exchanging interrelationships of management
functions. On the other side, marketing is the process of business of developing relationship with
customers and satisfying their overall needs and wants in a proper way. It is one of the most
important components of business management and commerce which is used to attract large
number of customers in an effective manner. On the other side marketing refers to the activities
such as developing process, delivering, communicating, exchanging offers that all have values
for customers at large scale. This assignment is based on Bentley Motors Limited, it6 is one of
the best British manufacturer of luxury cars and SUV s. It was formed in the year of 18 January
1919 by H.M. Bentley and W.O. Bentley. It is headquartered in England, UK. And deals with
different series and models of luxury cars effectively (Pike, 2015). Furthermore, discussion will
be based on role of marketing and how they interrelates with other functional units within the
company. Along with compare ways in which organisation use 7P'S of marketing mix to achieve
business goals. At last, basic marketing plan in relation with organisation will get covered.
TASK 1
P1. Roles and responsibilities of marketing function.
Marketing considered as the research function of an organisation which is mainly link
with other functional department within the organisation. Basically, it includes various another
factors like people, customers, society and so on. With the help of get connected with different
types of people they can collect various types of information by which they make policies to grab
opportunities. There are different types of key roles and responsibilities of marketing function in
context with Bentley Motors Limited, mentioned below:
Marketing Strategy: It is one of the best future based function or approach in order to
develop unique and effective plan for attain future goals and objectives (Malhotra, 2015). In
context with Bentley Motors Limited there are different types of strategies which is used by this
firm to make more attractive luxurious cars for satisfy customers appropriately. Strategies which
is made by this firm includes market development, penetration, diversification etc. Therefore,
this is most usable function in this firm to make unique goals of business to achieve accurate
objectives. As per this marketing strategy it can be said that if Bentley Motors Ltd. is able to
follow several kind of aspect similarly able to make unique strategies than they can achieve their
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goals and objectives. As marketing strategies plays significant role within the firm so that
respective firm is responsible to apply this channel in organisation properly by which they can
beat competition and achieve fixed goals.
Product Development: Usually, it define entire needs and wants, taste and preferences of
customers at various level within the marketplace. Therefore, firm are needed to manufacture
those type of goods which can influence customers in a proper way. The process of
manufacturing of goods is based on 2 different types whereas, 1st is brand new goods and another
is few changes within the existing products as per the market situation. So that it can be said that
marketing plays very important roles within the organisation and helps firm to achieve success
and better growth in a perfect manner (Perreault, 2018). In reference with Bentley Motors
Limited, they are offering luxurious cars to its customers in order to satisfy them. With the help
of this they can get easily find out overall needs and demand of people within the marketplace.
Promotion: It refers to the basic function of marketing which is generally used to
describe advertise and promoting overall product within the industry at large level. In relation
with Bentley Motors limited , for promoting their channels they always used newspapers and
advertising channels. By having this sorts of techniques they can get targeted and potential
customers in an effective manner. With the help of this marketing functions firm is able to make
so many promoting strategies in order to achieve unique goals and objectives. By having these
assorted advertising channels they can get better output at marketplace and achieve desired goals.
M1. Examine the roles and responsibilities of marketing in regards with marketing environment
According to this marketing plays very important role and they are always responsible to
achieve predetermined goals among the organisation in an effective manner. As marketing have
broad concept so that they have limited influencer in order to gain competitive advantages in a
proper way. In context with Bentley Motors Limited, this can be said that they are using different
types of tools and techniques in order to get knowledge about external environment. There are
various roles and functions which is played by respective firm, explained below:
Monitor Market Environment: It is very effective and essential function of marketing
forms which is generally used to describe different culture of workplace. This type of scenario
always helps Bentley motors Ltd., so that they can get to know about various environmental
factors that comes under the political, legal, social, environmental and so on (Larson and Draper,
2015). Apart from this, respective organisation has responsibility to observe overall condition of
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marketplace by which they can sustain in to the market for long period of time along with able to
implements on those task or scenario by which they can control and monitor entire factors and
give better goods and services to their customers. By having such kind of responsibilities they
can get good result at market along with consider overall PESTLE analysis to improve their
services in a better way. It will increase firm's value and maximise their overall sales and
revenue.
Marketing Information System: It is an effective function and roles which is always
played by marketing segments in order to develop unique goods and services to customers. In
regards with Bentley motors Ltd., this can be said that with the help of this marketing function
they can play unique role in market and able to make various luxurious goods for their
consumers by analysing overall needs and wants of them. As it is one of the best real time
technique so that it is helpful to collect data by distributing networks in a proper way.
D1. Critically evaluate functions of marketing and their association with other divisions
Marketing is the most prominent function of the organisation that help the firm to build the
desirable strategies in order to cater the needs and demand of prospectus. It compromises of the
activities like advertisement and promotion in order to reach out prospectus. Along with this
there are different marketing function which work together in order to interrelated with the other
functions of an organisation (Lane, 2016) like, HR is responsible to hire the most suitable
employee for the vacant position so the marketing department interrelation to the HR executive
as they provide training and development session to the staff in order to attain target and
enhance portfolio of company. Moreover Bentley Motors Ltd., company rely on the research and
development department so that they can seek the essential information from market and utilise
them, in favour of marketing department. As with the help of data they bring modification in the
existing offering of the company.
P2. How roles and responsibilities of market interrelate in context with wider organisation.
Marketing is one of the best concept and strategy which is used by firms to implements
on new strategies and technologies in order to satisfy customers needs and demand in a proper
way. Along with this it also increases, maximizes overall sales and revenue and help firm to beat
competition in a perfect way. Therefore, it plays important role which covers different types of
functions and aspects which all makes firm unique in front of their customers as well as
marketplace. In relation with Bentley Motors Ltd., it is one of the best British manufacturer and
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luxurious cars organisation which is headquartered in England. This organisation always makes
unique cars to satisfy their customer needs (Purvis, 2015). With the help of different interrelation
with various department they can make them every product unique to gain better image. There
are some departments which all are interrelated with marketing department, mentioned below:
Marketing and HR Department:
Human resource department always plays significant role into the every firm, with the
help of HR department marketing department can select and hire appropriate candidates in order
to make productive organisation. With the help of unique collaboration they can bring few
improvements in their work which makes them very attractive and unique in a proper way. In
relation with Bentley Motors Ltd., they always works together in order to increase higher sales
and revenue in a proper way. By having unique technologies and skills they can provide various
learning programmes for their employees and make them effective for organisation. It shows the
interconnection of both departments within respective organisation.
Marketing and finance department:
Finance department is responsible to make unique fund statement in order to make
organisation productive and effective in a proper way. Along with this, it involves planning,
organising, controlling and managing all those things which is played by marketing department.
In reference with Bentley Motors Ltd., both department works together and finance department
always share their views and thoughts with marketing department of this organisation to make
unique budget so in order to provide better goods and services with less funds. Therefore, all
department are necessary for this firm to achieve organisational goals appropriately (Eng, 2017).
Marketing and Production:
This is the best interrelation of both department as production department always develop
new goods and services as per the customers needs, whereas marketing department implements
on new tools and strategies in order to provide better ways for goods. In context with Bentley
Motors Ltd., it has been concluded that both are essential depart for this respective firm in order
to launch new cars and SUV's. With the help of this firm can make better relation with its
potential customers and able to achieve appropriate goals and objectives in an effective manner.
M2. Value of interrelationship between marketing and other structural units
As marketing is one of the better concept which is helpful for firm to make their desirable
goods and services in order to influence people within the marketplace. With the help of various
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interrelation of such departments firms can make them productive and attractive in a better way.
In regards with Bentley Motors Ltd., this can be said that they used marketing function for
knowing overall situation of marketplace so that they can build effective goods accordingly. By
having huge contribution from various departments helps to achieve organisational goals in an
appropriate manner (Pricilla, 2019). Apart from this production section is very helpful for firm
which helps to establish new cars with unique specification that affect overall people across the
globe. Therefore, interrelation of different department is much necessary to gain better identity in
whole marketplace.
D2. Strategic marketing plan through applying 7p's to attain marketing content.
Strategic marketing plan is more essential for firm to formulates new strategies and
implements on various techniques which influence all of the people worldwide. With the help of
marketing mix respective firm is able to meet customer desires and demand. Bentley motors
Ltd., covers 4p's that explain overall strategies of this firm is going to be discussed below:
Marketing Mix Bentley Motors Ltd.
Product It is one of the leading premium car brand
across the globe. It makes luxurious cars that
includes different models like Mulsanne,
flying super and so on. In order to fulfil
customers needs they makes such kind of cars
model and provide all over the world.
Promotion In order to promote overall goods and
services respective firm always used ethical
marketing and believe in some innovative
promotional schemes such as TV, internet
Bentley which make sure that new goods is
reached to their targeted consumers in an
effective manner (Baker and Magnini, 2016).
Price As this firm deals with luxurious cars with
unique quality of goods so that prices are
high. So as it covers expensive raw materials,
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to recover high wages of engineers so that
prices are high as compare to other cost of
morals cars within the globe.
Place This firm has built franchise networks in all
over the world. So that it sells their car to
franchising agent and who deliver its series to
the end consumers. As it has a good share of
market so that it has unique brand image.
Process This company deals with unique car models
so that its product is based in just-in-time
approach. As it has proper management so
the process of this firm is attractive.
People In this firm there are lots of people and
workforce who works together to provide
effective product and services within
marketplace. Therefore, workers always
makes innovative and creative strategies
which influence other people in a proper
manner (Pike, 2016).
Physical Evidence As this has a good presence across the world
so that they can stable their relationship with
different clients and agents and achieve its
targeted goals in a proper way.
TASK 2
P3. Compare the ways in which carious firms apply marketing mix to marketing plan to achieve
business goals and objectives.
Marketing mix refers to the combination of various elements that comes under the
product, price, place, promotion, physical evidence, process and people. With the help of this
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firms can make them attractive and able to gain competitive advantages in a proper way. In
relation with Bentley motors ltd., this can be said that during the competitive scenario there are
so many firms who are dealing with same products as Bentley. There are few differences on the
basis of 7P'S of marketing mix, which is going to be explained below:
7P'S of marketing mix Bentley Motors Ltd. BMW
Product This firm always deals with
different types of cars models
and offered globally.
This firm is mainly focuses
on manufacturing luxury 2
and 4 wheel auto mobiles
across the globe. It deals with
different types of car models
such as SUV, sedans cars and
so on in order to fulfil people
needs and demand in an
effective manner.
Price Prices of Bentley are high just
because it makes luxurious
cars with limited resources.
It is always played as a
premium player within the
marketplace. So the overall
cost of products is high as it
makes luxurious car models
in an effective manner.
Place This organisation mainly select
that type of place in which
people can come easily and
able to purchase their products.
It has spread its overall
manufacturing facilities in so
many different cities. So that
it provides their services all
over the world so that people
can easily purchase their
products.
Promotion Through promoting its overall
products they mainly used
hoardings, social media and
In order to promote their
overall products at higher
level respective firm always
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newspapers as well. used online ads, TV, print ads
and so on.
Physical evidence As they have large number of
employees and engineers so
that they have good global
presences effectively.
In present scenario they have
lots of workforce which helps
them to make unique
products.
People This firm mainly makes its
product on the marketing
situation and make each and
every people happy.
In this, firm develops so
many opportunities for
employees so that they can
work better. Along with it is
also beneficial for those
people who wants luxurious
cars with unique features.
Process For more betterment in their
process they always have been
used various kind of tools to
satisfy people demand in a
perfect manner.
In order to make their process
easy they always used new
technologies and implements
on various things to satisfy
people needs.
M3. Different tactics used by organisation to specify business subjective that can be achieved
On the basis of above mentioned marketing mix of 7P'S it has analysed that, by having
different tools and techniques respective firm can achieve their goals and objectives in a proper
way. With the help of unique process of production of goods and services they can implements
on new strategies and tools which helps them to beat competition within the current scenario.
There are different 6yypes of cars models in which Bentley deals on different levels, so that they
have opportunities to expand their business at more globally (Faßmann and Moss, 2016). With
the help of marketing mix they can bring various schemes in order to reach it goals by facing
difficulties at so many levels of business. In order to make more effective they always used to
conduct marketing research which is one of the most important aspect of business and make
them more attractive in front of their customers. The main this is this, Bentley always provide
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unique quality of goods at everywhere so that customers can easily target them and able to take
their desired product from this firm. So that it is very helpful aspect for them to achieve business
goals and objectives in a successful manner.
TASK 3
P4/M4. Basic marketing plan for an organisation.
Marketing plan is the process of making appropriate plan for overall business which is
generally based on various strategies and techniques from entire market in order to make better
plan of actions (Mueller and et. al., 2015). It helps firm to make their plan by measuring overall
needs and demand for customers within the entire marketplace. On the other hand, marketing
plan is very helpful to make effective roadmap for each and every business industry to analyse
entire wants of people. Therefore the process of overall marketing based on new techniques and
strategies of particular business. In context with Bentley Motors Ltd., they make unique
marketing plan in order to achieve organisational goals and objectives properly. So it consist
various things, which are given below:
Overview of Bentley Motors Ltd:
It is most essential and effective British manufacturer organisation which deals with
different cars models in a luxurious way. This company was founded in the year of 1919 through
H.M. & W.O. Bentley within England UK. It has so many outlet within different countries so
that it is a good thing and also make them attractive in order to achieve organisational goals in a
peaceful manner. Therefore, it has a unique brand logo which influence different people across
the globe.
Mission: As it is one of the best parent company so that it has a mission to make
company manufactures high performance as well as individual and exclusive luxury cars for
people in order to satisfy their overall demand and needs in an effective manner.
Vision: The vision of this company stated that is to become world's most sustainable ,
fascinating and most successful car manufactures. Along with this, they want to become world's
most successful luxury car maker appropriately.
SWOT:
Strength Weakness
 Bentley motors have luxury and  Bentley motors has limited presence
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sporty-Ness cars which is very special
and not matched with any other
product at marketplace.
 It always support the German
engineering by parent organisation
and along with as they have strong
brand image with effective position in
marketplace.
 It is being expensive with limited
availability of products so that it has
very unique cars as compare to other
car manufactures organisation globally
(Rancati, Gordini and Capatina, 2016).
 As this firm deals with exclusive cars
so they generally target royals
families, international celebrities and
so on, in order to gain competitive
scenario.
within emerging economies so that
they can face few difficulties in
regards to achieve organisational
goals.
 They have limited production so that
they can reach only few clients.
Opportunities Threats
 This firm always carry heritage and
designs in order to become more
environmental friendly with electric
transmission and hybrid. Along with
they have unique strategies so that
they can easily target various
economies.
 As they have good sponsorship so that
they have opportunity to increase their
brand visibility in a proper way.
 In present scenario people preference
for ozone-friendly vehicles and here
this is famous for their displacement
engines.
 Big threat for this firm is
maximisation in pricing strategy along
with strict government regulations.
 On the other side this brand is having
so many competitors like Rolls Royce,
BMW, Jaguar and so on.
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Objectives:
 In order to satisfy people by making luxurious cars model to increase 15% sales within 6
months.
 On the other side they are trying to make more and more innovative products in order to
increase its growth globally.
Strategies:
There are different strategies which is used by Bentley Motors Ltd., but one of the most
important is STP aspect, wherein, S stand for segmentation, T is for Targeting and P stands for
Positioning, explained below:
Segmentation: This is the first step before making strategies respective firms is required
to have appropriate segmentation of their people it is based on age, gender, geographic and
demographic factors. On the basis of this they can segment their car models accordingly (Pappas,
2017).
Targeting: By targeting different types of customers on the basis of various factors
Bentley is required to have potential customers in order to give them various products. This is
totally based on those people who can easily purchase cars from this organisation. Royal families
and celebrities are best example of targeting customers in context with Bentley.
Positioning: It is the last stage of STP model, herein Bentley gives position to its entire
goods in which they make various models of luxurious cars. After giving position to their
products they can easily measure that where, people demand is more and then they provide
accordingly.
Tactics:
In order to use different types of tactics there is marketing mix elements has been
selected by which firms is able to know there actual position at marketplace. Marketing mix of
Bentley Motors Ltd has been described below:
Marketing mix Bentley Motors Ltd
Product By having luxurious product they can reach their goals through
targeting its high profile customers at marketplace.
Price As this firm selling luxurious vehicle at marketplace so that prices are
high.
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Place Generally this firm dealing in so many areas globally so that their
customers can easily buy their products.
Promotion In order to promote its strategies they always advertise via online
websites, social sites and hoardings.
People There are customers plays significant role who are able to purchase
vehicle from this brand.
Process There are several engineers who always apply unique concepts in order
to make their manufacturing process easy.
Physical evidence This company deals worldwide so there are large number of employees
so that they helps them to manufacture unique quality of engine and
cars.
From the above specified tactics they are able to recognize itself at marketplace along
with this firm also try to bring so many new concepts within business by which they can directly
influence customers as per their target through giving them luxurious vehicles.
MARKETING BUDGET (£)
PARTICULARS Ist Year IInd Year IIIrd Year IVth Year Vth Year
Initial money 2000 6300 12200 14160 19970
Investment 9300 10500 23830 31630 13550
TOTAL 11300 16800 36030 45790 33520
MARKETING OUTLAY
Promotion 4746 1459 4593 1875 1211
Sales publicity 1365 800 2452 1492 1050
Direct selling 2235 1900 4651 1000 4434
TOTAL 8146 4159 11896 4467 6405
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On the basis of above mentioned budget it has been concluded that this is the best way to
monitoring and controlling overall analysis of funds which is made by Bentley (Dessain,2016).
With the help of this they can get ideas about how their car demand is increasing and their cost
as well. On the side as it is the best evaluating tool of budget so that by having this sorts of
funding list they can gain competitive advantages as well as able to achieve their desired goals in
a perfect way.
From the above specified SWOSTAC analysis this can be said that, respective
organisation is able to known their exact position at marketplace and controls those factors which
are not necessary for business. With the help of this model they can reach its targeted goals and
make this firm valuable. Therefore, it is necessary for firm to have such kind of model to gain
customer's attention towards product and stay globally in a successful manner.
CONCLUSION
On the basis of above assignment it has been concluded that, marketing is becoming
more concentrates in directly communicating with people at marketplace. With the help of direct
connections they can give better experience to people and able to achieve organizational goals in
a proper way. Along with this, consumer marketing team always manage marketing agents by
successful implement ion on new ideas and thoughts. There are different types of 7p's of
marketing mix which helps firm to analyse their needs and wants in order to stay for long period
of time at marketplace. Therefore, it is necessary for firm to make attractive goods and services
in order to create awareness in the customers mind towards their product. By having better
interrelationships with other functional units they can make them attractive able to gain
competitive advantages effectively. In order to give better experience to customers they develop
unique business plan to achieve predetermined goals and objectives.
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