Marketing Essentials

Marketing Essentials

Cover Content
• Introduction
• Roles and Responsibilities of Marketing function
• Analysis of how roles and responsibilities related with the organizational context
• Conclusion
• References

Introduction
 Marketing is defined as a procedure of getting potential customers who are interested in goods
and services offered by the company. It consist of various activities such as researching,
selling, promoting as well as distributing products and services. It is important for marketing
manager and senior authorities of an organization to focus on analyzing customer requirements
and market so that they can fulfilled it and satisfy customer with their brand. Marketing plays
an important role in every organization as it aid in enhancing sales of company which has
positive impact on the profits and revenue level of company. In the presentation, Tesco is
chosen as a base company

Roles and responsibilities of the marketing function
Marketing is defined as the procedure of exchanging goods as well as services at marketplace.
Along with this, its main purpose is to target right customer and analyze the requirements of
customers so that organization can enhance its customer base and earn higher profits in an
appropriate manner. It is analyzed that there are different role as well as responsibilities
performed by marketing function that is given below in context to the respective company:

Cont..
• Collecting and analyzing market information: It is also known as market research wherein it
is important for the marketing department to conduct research that help in identifying customer
requirements and market trends as well. In addition to this, it help companies to gain the trust of
customer and retain them for longer time by fulfilling requirement of customers.
• Promotion: It consist of those activities that are performed by marketing function of an
organization in order to attract large number of people and retain them for longer time period.
Herein, the main role is to provide an appropriate as well as relevant information to customers
prevailing at marketplace with an aim to target right market which leads to attainment of higher
sales and profit of company.

Cont..
• Marketing planning: It is significant for an organization to plan how they implement activities
of marketing in an effective manner. Marketing planning consist of sales and distribution,
pricing, promotion and many more. It is determine that planning of all such activities aid
company to optimally use the resources and in an appropriate way.
• Packaging and Labeling: It is analyzed that packaging as well as labeling are the pillars of a
product which attract large number of customer and raise the chance of its acceptance at
marketplace. It is important for the marketing department to focus of developing unique
packaging that consist of all the relevant information about the products.

Cont...
• Furthermore, there are also other roles as well as responsibilities performed by the marketing
department such as pricing, customer support services, selling, distribution and many more. It is
significant for the marketing department of Tesco to perform all this roles in a best and effective
manner so that market performance and revenue level of company is enhanced appropriately.

Analysis of how roles and responsibilities related with the
organizational context
• Marketing plays vital role in every organization as it assist in promoting and creating awareness
of products and services at marketplace due to which company attain higher and success within
the market. It is analyzed that marketing department is interlinked with all the other departments
of company that is finance department, production department, research and development, HRM
department and many more. The main objective is to achieve set objectives and meet with the
targets of company in an effective manner.

Cont..
• Marketing & finance department: One of the major factor that is required in every
organization in order to implement activities is finance. The important role of finance department
is to ensure that finance is available for activities on time period which has direct influence on
business performance in a positive manner.
• Marketing & Research and development department: The motive of R&D department is to
develop new ideas and produce new goods as well as services. On the other hand, marketing
department uses prom tools in order to create awareness about new product and services in
market.

Conclusion
• From the above study, it is determine that marketing department plays an important role in every
organization as it help company to gain higher profits and achieve objectives within stipulated
time period. In addition to this, it is analyzed that interrelationship among marketing and other
department help company to implement all the activities in a better way and improve their market
position as well. Moreover, marketing mix is consider as a tool that help company to gain insight
about its competitors strategy and also assist in targeting right market. Further, development of
strategic marketing plan assist an entity to attain organization objectives within stipulated time
frame.

References
 Bojanic, D. C. and Reid, R. D., 2017. Hospitality marketing management. Wiley.
 Brychkov, D. and Domegan, C., 2017. Social marketing and systems science: past, present and
future. Journal of Social Marketing.
 Burgess, B. and Munn, D., 2017. A Practitioner's Guide to Account-based Marketing:
Accelerating Growth in Strategic Accounts. Kogan Page Publishers.

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