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(Doc) P1 Explaining the key roles and responsibilities of the marketing function

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Added on  2021-02-19

(Doc) P1 Explaining the key roles and responsibilities of the marketing function

   Added on 2021-02-19

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Marketing essentials
(Doc) P1 Explaining the key roles and responsibilities of the marketing function_1
ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1 Explaining the key roles and responsibilities of the marketing function...............................1P2 Explaining how roles and responsibilities of marketing relate to the wider organisationalcontext..........................................................................................................................................3TASK 2............................................................................................................................................5P3 Comparing how organisations use the various elements of the 7Ps marketing mix in themarketing planning process to achieve business objectives........................................................5TASK 3............................................................................................................................................8P4 Producing and evaluating a basic marketing plan..................................................................8CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10
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INTRODUCTIONMarketing refers to the process of promoting and advertising a particular product or service.This concept includes identification and selection of a product along with determining its price(Bahadir, Bharadwaj and Srivastava, 2015). The main aim of marketing is to fulfil customerneeds by providing them a product which they require. This report is based on Burberry Plcwhich is a UK based clothing company. It is the second largest chain of supermarkets in UnitedKingdom which was founded in 1856 by Thomas Burberry. This company deals in clothes,fashion accessories, sunglasses, cosmetics and many more. Main aim of this report is to build anunderstanding about the concepts of marketing and elements. This report includes various rolesand responsibilities of marketing department in an organisation. Along with this, it includes roleof marketing department in other functional units of organisation such as finance, production,research and development as well. The selected company is analysed in this report by usingmarketing mix with its 7 elements. At last, this report also includes a marketing plan which hascomponents from strategic objectives to marketing budget. TASK 1P1 Explaining the key roles and responsibilities of the marketing functionMarketing: This is a concept of promoting a product or service so that customers can besatisfied to buy those products. This process is a business activity through which goods andservices move from its producers to consumers. This process aims to achievement of corporategoals so that brand equity of a business organisation can be enhanced. Nature of marketing is that this process is a human activity and cannot be performed bymachines. In Burberry Plc, marketing activities are performed by marketing managers andexecutives. This concept follows customer oriented approach in which human needs are satisfied.In Burberry Plc, all goods are selected to be manufactured which can provide satisfaction toconsumers. This process is an art as well science as it is based on some specific phenomenon butrequires a special expertise of marketing personnel. There are five concepts of marketing which are production, product, selling, marketingand societal marketing concept. The first most concept which is production concept states thatcustomers will always give preference to those products which are highly affordable andavailable in market place (5 Marketing Concepts Explained with Examples, 2017). By using this1
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concept, the selected business organisation selects only those products to manufacture and sell inmarket which are highly affordable and preferable by consumers. The another concept is productconcept which is based on the theory that a consumers favour those goods which have uniquefeatures and has high quality. By following this concept, Burberry Plc develop their marketingstrategies in such a way that they can continuously improve their products and services’ qualityand features.Selling concept is the another concept which is based on the idea that consumers will notbuy a product if the product not related a large scale company and involves high promotioneffect. Burberry Plc ensures that all of their goods are highly advertised and promoted so thatcustomers can be attracted towards their stores. Another concept is marketing concept whichstates that achieving organisational goals depends on knowing the needs and wants of targetmarkets. Burberry Plc is a large scale company which follows customer first approach in whichthey make sure that they first identify needs of their customers and then market their products.Societal marketing concept is the last concept which is based on the fact that pure marketingconcept sometimes overlooks possible conflicts between consumer short run wants and long termwelfare of customers (Blythe and Martin, 2019). From the above concepts, it has been clear that the key to attain success in field ofmarketing is to satisfy consumer. There are various roles and responsibilities, which marketingfunction has to fulfil in a business organisation. Various roles and responsibilities of marketingfunction in relation to Burberry Plc is mentioned below:Defining and managing the brand: A brand involves logo, tagline or name by which it isrecognised. It is important for a company to define their brand name as reputation of a companyin their hands only. Burberry has defined and managed their brand as a premium quality brand.Their products are premium priced and quality of their products is much better from theircompetitors. This brand image facilitates the company to target a specific segment. Monitoring and managing promotional activities: Marketing is a function whichensures proper promotion and advertisement of goods and services manufactured by thecompany. In the selected company that is Burberry Plc, marketing department plays an importantrole of managing all the promotional activities. This department make sure that all the productsmanufactured by Burberry Plc should be marketed on all the platform so that an efficient brandawareness can be maintained (Bull and et.al., 2016). Burberry usually targets premium customers2
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