Role and Responsibilities of Marketing Function

This presentation discusses the role and responsibilities of the marketing function in an organization, with a focus on Nestle. It explores how marketing meets customer needs, manages product demand, handles suppliers and agencies, monitors marketing campaigns, and establishes effective communication. It also examines the interrelation of marketing with other functional units such as human resources and research and development. The presentation highlights the importance of marketing in achieving organizational objectives.

Marketing Essentials

TABLE OF CONTENTS
 INTRODUCTION
 ROLE AND RESPONSIBILITIES OF MARKETING FUNCTION
 INTERRELATION OF MARKETING FUNCTION WITH OTHER FUNCTIONAL UNITS
 CONCLUSION
 REFERENCES

INTRODUCTION
 Marketing is an inseparable part of every organization.
 Businesses are successful only because of effective use of marketing
tools and techniques and understanding it properly.
 It is a much broader terms which basically deals with selling the
product and services of the organization to the end consumers along
with the objective of promoting the business and enhancing the strong
customer base.
 In this report, Nestle is taken as an organization, which is a British
leading health and wellness company, headquartered in UK.

ROLE AND RESPONSIBILITIES OF MARKETING
FUNCTION
 The marketing department plays an important role in an organization.
 It is the central body of an organization which deals with establishing and building
coordination and cooperation of all the material inputs which acts as the face of the
organization.
 The several roles played by marketing are stated below.
Meeting the customers needs and wants:
 It is the most important role of marketing in an organization. The need for the product
already exists in the marketing and the role of marketing is to identify that needs and
formulate the strategy according to it.

Cont..
Managing the demand of the product:
 The demand for the particular product keeps on changing and it
is important to analyse it properly.
 Marketing team in an organization is full of skilled
professionals who knows very well how to influence the demand
and timing of the product.
 Nestle is having an effective team that deals with such
situations efficiently and effectively.

Cont..
Managing suppliers and agencies:
 It is the responsibility of the marketing function in identifying, selecting and managing
the suppliers, vendors and agencies to get the required marketing and support materials.
 It includes PR agencies, ad agencies, printing partners, web providers etc.
 Nestle has successfully managed the relationship with different agencies and vendors
which has helped in smooth dealing and functioning.
Monitoring and managing the marketing campaigns:
 The marketing department contributes continuously to implement marketing and
promotional strategies and monitoring the same to analyse its impact over the business
sales and growth.

Cont..
Producing an effective communication system:
 Marketing function is also responsible for establishing the effective
communication in the organization.
 It is very essential for the organization to make its employees
understand the mission and vision of the organization, their goals
and priorities.
 This can be done coordinating effective communication within the
organization through proper newsletter, emails etc.

Cont..
Analysing the role and responsibilities of with respect to marketing environment
 Globalization is the major reason for the increasing competition in every industry such
as manufacturing, transportation etc.
 This increased competition has a major impact on the business and the profit margins.
 For surviving in the changing market environment, it is important for marketing
department to appropriately execute their role and responsibilities and most essential is
analysing the market trends regularly to satisfy the customers in a more effect way.

INTERRELATION OF MARKETING
FUNCTION WITH OTHER FUNCTIONAL
UNITS
 No function in an organization works in isolation and marketing is the centre part of the
organization from where everything is worked out.
 It connects with production department, finance, human resources, customer care etc.
in order to achieve the organizational objectives successfully.
 This is possible only because of the roles and responsibilities the marketing function
carries with it.
 A detailed analysis is given below.

Cont..
Human resource and marketing department:
 The human resource department deals with the recruitment, selection and training of
the employees of the organization.
 The marketing manager needs to get connected with the HR department in order to
recruit a marketing personnel.
 In this, both the departments will prepare a job description based on the experience and
skills required in the new personnel and advertising the job.
 HR also helps in assessing the application form and in organizing the interview.
 Along with HR, the marketing manager can conduct an induction program for the new
employees.

Cont..
Marketing and research and development department:
 The R&D department is the core of an organization.
 It is that part which works on the innovation and creative ideas to meet
with the ever changing industry.
 Both are very close to each other as marketing department after
conducting the market research and analysis and determining the needs
of the customers, sends the report to research and development team
and communicates about the changing needs and desires of the
consumers.

Cont..
Analysis of significance of interrelationship
 Marketing is considered as the business function which establishes and coordinates
with different functional units to accomplish the business objectives in a proper
manner.
 For example, while making budget for marketing department, the manager will
coordinate with the finance department with respect to the resources to be allocated
properly.
 Apart from this, marketing department collect information about the customers and the
changing market trends so that operation department can produce the product as per the
requirement and customer preferences.
 All these practices have a positive impact on the business.

CONCLUSION
 It can be summarized from above that marketing is very essential for every
organization in order to survive and grow as it plays numerous roles.
 A detailed description about the roles and responsibilities of marketing has helped
Nestle in identifying its importance and how it can be beneficial in attaining the
organizational goals.
 Along with this, the interrelation of different organizational units with marketing has
deepened the understanding which can positively influence the business functioning.

REFERENCES
 The Role of a Marketing Department. 2020.[Online]. Available
Through:<https://www.thehartford.com/business-insurance/strategy/creating-
marketing-department/role>.
 Chand Smriti, 2020. Role of Marketing: Top 10 Important Role of Marketing in Making
a Product Successful. [Online]. Available
Through:<http://www.yourarticlelibrary.com/marketing/role-of-marketing-top-10-
important-role-of-marketing-in-making-a-product-successful/32289>.
 Perreault, W. D., 2018. Essentials of marketing. New York: Mc Graw Hill.