Role and Responsibility of Marketing Functions - Morrisons

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
P 1 Roles and responsibilities of marketing functions. ..............................................................1
TASK 2............................................................................................................................................3
P 2 Elements of the Marketing Mix (7ps) to achieve overall business objective.......................3
Task 3...............................................................................................................................................8
P 4 Marketing plans....................................................................................................................8
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is the essential role or activity of an organisation which is associated with
buying and selling of the services and products advertising and delivering the products and
services to the people.
This report is based on the Morrisons Company, which is the fourth largest supermarket
company in UK which provide the variety of the products. It has 498 stores across the england
This report will include the role of marketing and its interrelation with other functions of
the organisation. It will explain the elements of the marketing mix that helps the organisation to
achieve the overall business objective. Further it will include the basic marketing plans for the
organisation.
Task 1
P 1 Roles and responsibilities of marketing functions.
Marketing is the essential role or activity of an organisation which is associated with
buying and selling of the services and products advertising and delivering the products and
services to the people.
Concept of the marketing is to make and implement the strategies to satisfy tyhe
customers need, maximize the profit and increase sales (Kotler and et.al., 2015).
Marketing Process
Marketing process include the ways to discover the customers needs and satisfy their
requirements. Following steps are involved in the marketing process:
 Situation Analysis- Through the situation analysis the firm finds that what it can serve
the best for the customer by identifying the opportunities to fulfil the customer needs.
 Marketing Analysis- After identifying the best opportunities, next step is to develop a
strategic plan for select the target market segment (Esch, Herrmann and Sattler, 2017).
 Marketing mix decision- In this stage the tactical decision are being made for some
marketing mix parameter which are controllable. In this includes-
Product Development
Pricing Decision
Distribution Contracts

Promotional campaign development
 Implementation and control- This the last step of the marketing plan. In this marketing
plans are executed and results of the marketing is been monitored closely and make
changes according to the results (De Mooij, 2018).
Roles and Responsibilities of Marketing
Marketing has various roles and responsibility for growing revenue, contributing to
company growth. Marketing department of the Marks and Spencer performs various in the
organisation to increase there market revenue.
 Listen to the customer needs - For every company customer satisfaction is the first goal.
Important role of the marketing is to listen to the customer's need and demand. As marks
and spencer produce various products in the market like clothings, groceries, health and
beauty products and many more according to their customer demand and need and make
changes on the products. For this, Marks and spencer marketing department conduct
survey to know about the customers need and demand (Kotler and Armstrong, 2015).
 Monitor the Competition - This very important responsibility of the marketing function
to know about their competition and its products market place and share and size in the
current market. It is necessary to track the competitors to make their own marketing
strategy for selling the products in the market.
 Widen market - For the Morrisons company it is the responsibility of thye marketing
department to widen their market across the world. For this they use mass communication
tools such as sales promotions, advertising, event marketing and it is also their
responsibility to use these tools in innovative and attracting manner to call as much as
customers and inverter to widen the market globally (Baker, 2016).
 Adapting the right price - It is the responsibility of the marketing team to set a price of
the particular product of the Morrisons organisation. As, Morrisons is the retail company
who produce variety of products in the market. It's a role and responsibility of the
marketing team to adapting the right price of the product according to product's demand
in the market and with comparison with the competitor's product. Price should not be
higher that a normal consumer can not afford the product or it should not be much less
that will give the loss to organisation.