Roles and Responsibilities of Marketing Function

MARKETING ESSENTIAL

INTRODUCTION.....................................................................................................................................3
TASK 1.......................................................................................................................................................3
P1 Roles and responsibilities of marketing function................................................................................3
P2 Interrelationship of marketing function with other departments within an organization.....................6
TASK 2.....................................................................................................................................................10
P3 &M3 Comparison of two companies marketing mix........................................................................10
TASK 3.....................................................................................................................................................12
P4 & M4 Produce detailed, coherent evidence based marketing plan for an organization.....................12
CONCLUSION........................................................................................................................................16
REFERNCES...........................................................................................................................................17

INTRODUCTION
Marketing is the crucial tool in the modern business organization which lead them to
accomplish their pre-determined goal in an effective and efficient manner. However, it is an
activity as well as a processes for creating, communicating, delivering and exchanging offerings
that have value for customers, clients, partners and society at large. Additionally, marketing
widens the market size as it draws out the hidden wants of consumers, creates new demand,
locates the untapped areas and finds out the possibilities of selling new products (Ataman, Van
Heerde and Mela, 2010). As the marketing efforts widens the area of market, the producers can
utilize their resources otherwise remaining partly optimize to the maximum which enable them
to reduce the total cost per unit. This report is based upon Coca- cola, which is one of the leading
company in beverage industry as it commenced in the year of January 29, 1892. It’s
headquartered at Atlanta, United States and serves worldwide with a high or best quality of
products. This study includes roles and responsibilities of marketing function as well as its
interrelationship with other departments within an organization. Finally, compare the two
companies marketing mix and develop a new marketing plan in order to achieve to business
goals and objective in a best manner.
TASK 1
P1 Roles and responsibilities of marketing function
Marketing is the process of planning and executing the conception, pricing, promotion,
and distribution of ideas, goods, and services to create exchanges that satisfy individual and
organizational objectives. However, it is considered as one of the key determinants for
company’s growth and enhancement as it enable them to identify current or future trend of
marketplace in order to introduce best products that helps firm to attain higher level of
profitability ratio. Apart from this, Coca-Cola marketing function contains unique set of roles
and responsibilities that improves their potentiality to gain increased level of customer
satisfaction as well as to capture best positioning among competitive marketplace. Some of the
roles of Coca-Cola’s marketing business unit are as follows:

Branding: In today’s competitive world of marketing and advertising, a key to success is
building a strong brand as it considered as the process of creating a brand name for product in
order to attain sustainable proficiency ratio as well as gaining competitive advantage in better
manner. However, Coca-Cola’s marketing department includes d3veloping a compelling,
positive and lasting image of business that generates an emotional connection with customer
which improves overall performance of firm and enlarge its market. One of the crucial role of
branding is to render unique or attractive brand name or same brand to all products of a business
firms (Bačík, Štefko and Gburová, 2014).
Customer support service: The key to marketing success is the satisfaction of the
customer. Therefore, an important function of marketing that is to provide various customer
support services like after sales service procuring credit services, handling customer complaints,
consumer information etc. These services help in getting, keeping and growing the number of
customers. Along with this, Coca-Cola’s marketing function is mainly focused on providing the
best possible customer experience and continuing customer relationship for acquiring sustainable
profitability and productivity. Moreover, Coca-Cola’s marketing unit id also specialize in
customer retention and solve complex issues that strengthen their market share as well as enlarge
their potentiality of achieving increased level of sales growth in a better way.
Promotion: It is a type of communication between buyer and seller in which vendor tries to
persuade the buyer to purchase their goods and services through promotion to capture the
attention of customer and generate maximum level of satisfaction. Apart from this, it is regarded
as one of the basic element in marketing mix which improves the public image of firm. There are
several methods to promote the product are personal selling, advertising, sales promotion, direct
marketing publicity and also involves exhibition, trade shows. Along with this, it is also relate
with providing information to the customers about the Coca- Cola’s products, their features,
uses, prices etc. and persuading them to buy these products for enlarging firm productivity ratio
and also boost up their capability in acquiring best positioning within competitive marketplace
(Baker, 2016).
As the marketing function has various roles to play within an organisation likewise it comprises
several responsibilities which help Coca –Cola to accomplish their long term goal in an