Roles & Responsibilities of Marketing Department

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
Activity 1.........................................................................................................................................1
Roles & Responsibilities of marketing department................................................................1
Functions of marketing in relations to broad organisational context.....................................2
Functions of marketing in relations to the marketing environment.......................................3
Importance of relationship between marketing and different functional units of an
organisation............................................................................................................................3
Relationship between marketing function and other functional units of an organisation......4
Detailed evaluation of strategic marketing plan for a product that applies to the 7Ps to attain
the objectives. ........................................................................................................................4
Activity 2.........................................................................................................................................7
(Covered in the ppt)................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is the procedure of purchasing & selling of products and services with purpose
earning profit and satisfying needs and wants of consumers. It also involves making consumer
aware of the product and brands using various strategies and tools and building brand image.
Marketing function helps in building consumer trust and providing them with necessary
information as per the requirement. In this report Cadbury is taken as the base company. It is a
multinational company founded in 1824 by John Cadbury in Birmingham and became the one of
the top seller of milk chocolate in the united kingdom. Its products are widely distributed around
many countries The role of marketing also comparison between different organisation using
marketing mix and evaluation of marketing plan of chosen company is explained below.
Activity 1
Roles & Responsibilities of marketing department.
The different roles of marketing functions in respect to the chosen firm is explained
below:
 Marketing strategies: It is the plans developed by marketer in order to implement in the
organisation, these includes needs of the customer and to satisfy them. (Ahmad, 2018)In
context to the company, Cadbury uses marketing strategies like diversification, sales
maximisation, growth and so on.
 Defining and managing brands: This involves defining what organisation is all about
and what is main purpose of organisation and how to manage the brands. In context to
Cadbury, it is the second largest confectionery brand in the world.
 Conducting research: This includes conducting research in order to gain information
about the needs and wants of customer. In context to Cadbury, they introduces variety of
products into the market in order to satisfy the needs and wants of the customer.
 Brand value: Company offering products and services with the value attract more
customers in the marketplace. In context to Cadbury, it produces value added products
for their customers which attracts huge number of targeted customers. (Al Badi, 2019)
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Marketing procedure: It is define as process of creating value in the product and services to
increase profitability and productivity in the organisation. The various concepts involves in
marketing procedure are as follow:
 Production: Customers are attracted through offering easily affordable products. In
context to Cadbury, company offers products which are affordable by type of customers.
 Products: Products having value and quality are chosen by the customer, in context to
the chosen company, they are offering variety of products to their customers with great
quality in the market. (Caliskan, 2019)
 Selling: Under this sales of company depends on how well the product is promoted into
the market. In respect to the company, they aggressively promote their product into the
market, which makes them second biggest confectionery brand in the world.
 Marketing: Any organisation main focus is on customer, each tries to satisfy needs and
wants of their consumer. Cadbury focuses on providing better services and satisfying
needs of their customer than their competitors.
Functions of marketing in relations to broad organisational context.
Marketing is one of the important functions of the organisation, it helps in creating brand
awareness and creating brand credibility also building trust among their targeted buyers. The
marketing division is linked with every other functional departments of the organisations like
finance department, production department,HRM department and research and development
department. In context to Cadbury relationship between marketing and other department is
highlighted below:
Marketing & finance department: Marketing department supports finance department
by making sure that there is availability of funds for promotions and distribution. In context to
the company, marketing department of the company aims at increasing sales and marketing share
of the company while focusing on covering cost of the company
Marketing & Production department: Marketing department helps in providing
required information about the customers taste and preference to the production department so
that goods and services can be produce according to the requirement. In context to the Cadbury,
marketing department helps the production department by delivering required information so that
their needs can be fulfilled effectively.(Chernev, 2019)
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