Roles and Responsibilities of Marketing Functions

MARKETING
ESSENTIALS

Contents
INTRODUCTION...........................................................................................................................................4
TASK 1..........................................................................................................................................................4
P1 Key roles and responsibilities of marketing functions........................................................................4
P2 Roles and responsibilities of marketing relate to wider organizational context..................................5
TASK 2..........................................................................................................................................................7
P3 Comparison between two organization by applying marketing mix for accomplish objectives..........7
TASK 3........................................................................................................................................................10
P4 Evaluation of basic marketing plan..................................................................................................10
CONCLUSION.............................................................................................................................................12
REFERENCES..............................................................................................................................................13

INTRODUCTION
Marketing is an important function incorporated by business organisation in which they
promote their goods and services and induce consumers to buy them. It is a broad concept that
involve buyer and seller interaction in market place. On the other hand, there are huge activities
that are performed in this that involve producing, manufacturing of ultimate goods so that it can
be delivered too final customers. All these functions are carried out by marketing manager of any
company in adequate manner so that aims and objectives can be fulfilled. The company which is
selected in this report is Cadbury, a confectionery brand and is famous for its chocolates all over
the world. The report will highlight the role and responsibilities played by the marketing
manager as well as importance of marketing mix aspect which play a vital role in the company.
On the other hand, the organisation have to lay down marketing plans in order to market their
products in effective and efficient manner.
TASK 1
P1 Key roles and responsibilities of marketing functions
Marketing is a dynamic process that include interrelated various type of functions and roles that
main focus is to satisfy the final demands and requirements of the final customers in the market
place. Their only ultimate aim is to maintain healthy relationship with their consumers so that
they could be hold for longer period of time. It is the responsibility of marketing manager to
examine all the present conditions that is prevailing in the current market place and take decision
according to it (Baker and et. al., 2016). Similarly, marketing manager of Cadbury have to carry
out the important functions so that marketing process can be carried in effective manner and
vision and mission can be attained. There are some key roles and responsibilities of marketing
functions that is played in Cadbury are as follows:
 Research and development function: R&D department is consider building block of
Cadbury s they share significant role in marketing functions as they continuously study
the factors that are present in outside environment and take decision accordingly. There
are number of elements that affect the organisation in several ways hence, these have to
consider while carrying out the while work process. It is the duty of this department to
furnish roper and correct information to marketing department so that they could steps
while considering all these in proper format.
 Promotional Function: Promotional is an essential process in which company make
efforts to promote their products and services in order to induce customers to purchase
goods. Every orgsnaition aims to increase their sales so that final mission and vision
could be accomplished. There are number of ways that are available in the business
environment through which promotional functions can be done. Cadbury have proper
system that is set to promote their products through social and print media.
 Financing Function: funds are known as most essential and important resource so that it
can be allocated in proper places or activities (Mittal, 2014). There are number of options
through which business organisation can take financial aid and continue their business

activities. Therefore, marketing involve lot of finance as there are numerous activities
that are performed in this function. Cadbury have many alternatives though which they
can take financial help and run their company in successful manner.
 Marketing Information System (MIS): It is a important procedure in which full attention
is made on the consumer’s behavior so that proper decision could be taken place by the
management system (Bastable, 2016). This is a crucial function in marketing process as it
involve collection of important information about the conditions that are taking place in
market place and then inculcate into their department. Cadbury also adopt this system so
that proper examination of environment could be performed in adequate way so that their
objectives of creating sustainable image in customer’s mind can be achieved.
 Planning Function: Plans are initial step that involve sequence of steps and activities that
has to be performed in order to reach final and ultimate stage. Marketing manager have to
perform this function in proper format as all other activities are conducted in accordance
to it rules. Hence, it provide the framework and base so that all function could be
performed in proper way. For example, Cadbury have to introduce new products that is
Nutties therefore manager have to create plans in accordance to it. Plans are prepared in
order to provide frame work and base of all activities so that final and ultimate aims and
objectives could be achieved. All this helps in reaching vision and mission that has been
set by them.
P2 Roles and responsibilities of marketing relate to wider organizational context
Marketing involve number of interrelated activities that is conducted in order to satisfy
the final needs and demands of the customers. Consumers are the most important resource for
any of the company as because of them organisation produce goods and services so that they
remain satisfied and happy. The main role and responsibility is with marketing manager as he is
the one that carry out all the work process in effective manner and always work towards
achieving goals and vision of the company, similarly, marketing manager of Cadbury have to
perform all his task in conducive way and lead to establish sustainable image in customer’s
minds.
There are number of department that are present in single business organisation and have
different nature of work process that is conducted by them. All these division are interrelated
with each other have coordinate to achieve set targets of the company in particular time period
(Lane, 2016). Cadbury have proper organizational structure that allow every individual to follow
specific roles and responsibilities so that final results can be reached. Certain roles and
responsibilities of marketing in relation to other departments are discussed below:
Marketing and R&D department: research and development department always focuses
on examining the marketing condition that is prevailing outside and then take decision for the
company that is best suited for it. As Cadbury have to work in environment which is dynamic in
nature and keeps on changing therefore, it is necessary for them to perform environmental
scanning process so that all factors could be studied and correct steps must be taken. This helps
the marketing department to function in accordance to the order that has been given by this
department. It is very much necessary to work in coordination otherwise final results could not