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The role of marketing in organizational context

   

Added on  2020-12-29

15 Pages5140 Words435 Views
Marketing Essentials
The role of marketing in organizational context_1
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1 Key roles and responsibilities of the marketing function.......................................................1P.2 Roles and responsibility are interrelated with marketing in organizational context.............3TASK 2............................................................................................................................................5P3 Application of marketing mix in planning process to achieve objectives..............................5TASK 3............................................................................................................................................8P4 Marketing Plan of ALDI........................................................................................................8CONCLUSION..............................................................................................................................12REFERENCES..............................................................................................................................14
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INTRODUCTIONMarketing is an important process that is carried out by business organisation in order to promotetheir products and services in the market place. It involve number of interrelated activities that isrun by marketing manager of a company like communication, promotion, production so that finalproducts and services are delivered to customers in order to satisfy their needs and wants. Theorganisation included in this report is ALDI, supermarket that operates in approx. 21 countrieshaving 10000 stores worldwide. They offer sanitary, food products, beverages and householdgoods (Baker and Saren, 2016). The assignment will throw light on several aspects that involveroles and responsibilities of marketing function as well as its relationship with other departments.Apart from it, company apply marketing mix and take decisions according to the componentsthat are included in this procedure. Manager have to defat marketing plans that include stepsthat have to be followed in order to carry out the whole process in effective and efficient mannerso that ultimate aim could be accomplished in set time period.TASK 1P1 Key roles and responsibilities of the marketing functionMarketing is a broad concept that involves different type of roles and functions that have tobe incorporated in order to attain final aims and objectives. It is very much necessary to maintainconducive relationship with their consumers by satisfying their desires and needs in proper wayso that they could be retained for longer period of time. It is the responsibility of marketingmanager to perform environment scanning so that he could study all factors that affect thedecision making process (Brassington, and Pettitt, 2013). Marketing manager of ALDI have tomake plans and carry out their roles and duties in effective manner. Some are discussed below:Promotional function: This function involves persuading customers to buy product ofthat company. ALDI carry out number of promotional activities through number ofsources and help in establishing distinctive image in customer’s mind. They make use ofprint and electronic media therefore through this successful promotional activity is done.There are various promotional techniques that are available with the company therefore,it is required to examine all these tools so that best alternative could be selected andresults can be determined. 1
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Research & Development function: R&D is an essential function that focuses oncarrying out research and development action so that proper decisions can be taken place.They keep a check on changes that are taking place in business environment and supplyrelevant information to the organisation which can be useful to take steps accordingly(Desai, 2013). R&D department of ALDI is properly structured and carry out actions ineffective way and helps in achieving the final vision and mission of company in propertime period. R&D have to regularly examine all elements and its impact so that steps canbe taken wherever required.Planning Function: Every company carry out their work in accordance to the set plans.Managers formulate plans that provide the framework on which all actions are carriedout. It involve how activities need to be coordinated in proper manner so that it getcompleted in adequate way. For instance, ALDI have to launch new product into themarket hence, manager have to draft proper plans in this regard and take steps onrelation to it so that final objectives can be met out. Long term and short term have to beformulated in accordance to strategies that have to be formed so that final decision can betaken and objectives gets accomplished. On the other hand, plans also helps in seekingthe correct steps so that all activities are framed in this respect. Manager have to makeefforts to frame such plans that are clear and transparent so that every individual canwork in accordance to it. Plan is initial function that is followed by number of actionswhich leads to attainment of set goals and objectives.Financial Function: Every business activities require sufficient amount of funds to beutilized in optimum manner. There are number of sources which are available throughwhich financial assistance can be provided to business organisation. Financial manager ofALDI have to make decisions in this regard and make choice from number of options thatare available and make perfect choice out of it. It is very much necessary to allocatefinance in such key areas where organisation can yield high outcomes in form of profits(Desselle, Zgarrick and Alston, 2016). Marketing Information System (MIS): This system is adopted to know the consumerbehavior so that decision are taken in this respect. Every organisation exists to deliverproducts and services to their potential consumers and make them satisfy. Therefore, it isvery much necessary to gather all relevant information in this regard. ALDI have proper2
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