Roles and Responsibilities of Marketing in Organizations

This presentation discusses the roles and responsibilities of marketing in organizations. It covers the importance of market research, product development, communication, sales support, and events in marketing. It also explores the interrelationship between marketing and other functions in the organization. Additionally, it highlights the key elements of marketing function such as research, strategy, planning, and tactics.

MARKETING ESSENTIALS

Introduction
Marketing plays an important role in the functioning of the organizations.
It helps in assessing the requirement of the products in the market further
concentrating on the taste and preferences of the customers as well. A
comprehensive discussion will be made on roles and responsibilities a
marketing department have to perform in relation with other departments
in the organization. Further, the discussion will move towards the
marketing role in ABC company. Moreover, roles and responsibilities of
marketing will also be discussed in order to make the discussion concrete
and reliable. In the end, the focus will be shifted to key elements of
marketing functions such as, research, strategy, planning and tactics.

Key roles and responsibilities of marketing
function
Main aim of any firm is to gain maximum profit. This is only possible
when they are able to understand the roles and responsibilities in
effective manner. It is important for the business to make sure that
appropriate strategies are applied so that positive perception can be
developed. Marketing is determined to be the effective function that
helps to provide adequate answers to customers about the products and
services that are delivered by the firm. Below given are the roles and
responsibilities of marketing function:

Contd..
Market research: With time, there are many changes that take place in
relation with the taste and preference of customers. Further, there are
firms that deliver their customers with similar set of products and
services. It is important to make sure there are frequent market research
conducted so that they are able to understand the need and requirement
of customers and appropriate steps are taken to fulfil them. Further, it is
helpful to identify the market opportunities and to gain better
understanding about the wants of customers. In addition to this, there
are different set of strengths and weakness of companies and with the
help of market research it is helpful to determine the areas. As an
illustration, we can take the case of Mc Donalds who adopt strategy to
conduct market research while expanding into different market
segments. It has introduced various vegetarian products into Asian
markets.

Contd..
Product development: According to one of the function of marketing,
they also work with external and internal product development team.
The main role of these area is to develop a new product or services so
that the rate of sales and profitability can be raised. Marketing
department make analysis of the performance that is made by existing
products and services and focus on identifying the gap and provide this
information to product development team and this is way they are able
to make improvement in the products and services. In addition to this,
marketing team have direct interaction with customers and so they
know better about the issues or problems that are faced by them. This
way, marketing department is highly helpful to improve the sales and
profitability.

Contd..
Communication: With time, there are many changes that has taken place
and the team make use of effective communication sources so that they
are able to have proper interaction with customers. Further, there are
different type of services, products of promotional activities that are
applied so that more and more customers can be attracted. It is
important for the business to make sure that there are proper strategies
are applied so that the rate of sale performance can be improved.
Further, for each of the activities it includes cost and it is important to
make sure that they are able to perform the set of roles in effective
manner. It is with continuous promotions and communication that the
business such as Mc. Donalds reach to large mass of population.

Contd.
Sales support: When there are proper coordination among marketing
department and sales, then it is effective enough to sales performance
and also increases the business growth. Further, it is also effective to
provide high quality of services as it make sure that promotional
strategies in which it includes discount offer, free gifts, etc. However, it
required to have proper coordination with each of the sales person so
that all the aspects can be covered in effective manner. One of the
effective source is to make use of social media as this enables to
provide direct interaction with customers. Further, it also provide with
the opportunity to know the issue or problems that are faced by each of
the service users.

Contd.
Events: There are different set of activities that are applied by the
business in which it includes events like exhibition in which people are
able to understand the requirement and they are also able to clarify all
their doubts that they have in relation with the products. Further, they
are able to make changes in the products and services so that the rate of
quality can be improved in effective manner. Mc Donalds do organise
events for kids so as to increase customer base.

Contd.
Strategies: Marketing enables provide proper information in relation
with improving the quality of service and in developing positive
perception within the mind of customers. It is important for the business
make use of appropriate strategies so that more and more customers can
be attracted and the rate of performance can be improved. It requires to
have effective coordination among employees so that they work
together with common goal.

1.2 The roles and responsibility of
marketing to wider organisational
context
Marketing is the process of making the availability of the product in the
potential market and encouraging people to purchase those company
products. Marketing plays significant role in the organisation because
with the help company can easily increase the sales of its products.
Marketing helps the ABC to grow further and become the wide
organisation. Roles and responsibilities of the marketing of the
company helps company to select the price of the product, how to serve
and manage the product, where to distribute the product, how to finance
the product, how and where to sell the product and how to promote their
product (Parlan, Kusumawati and Mawardi, 2016). This make the
company a wider organisation, just like the ABC company.

Contd.
The company works very hard to fulfil the roles and responsibilities of
marketing which makes them very good and wider organisation.
Business entity is made if various department which have their own
organisational function in respect to attain goals and objective. The
organisation have different departments such as human resources
management, sales etc. The different roles and responsibility
McDonald’s are as follows:

Sales and operational department: Sales and operational department
play significant roles; it provides best and quality product to
customer and increase the sales of the firm (da Silva, and Las Casas,
2017). Role of marketing department is to conduct research and
understand the taste and needs of customer. After this it provides
information to operational department so that product can be modify
accordingly (Shah and Mujtaba, 2016.). Further, marketing
department promotes the product and services with the help of
different social networking sites such as Facebook, twitter and other.
Through the help of this company can easily increase the sales as
well as profit. Marketing department also help in identifying the taste
and preference of customer so that company can easily modify their
company product and services. Here it can be stated that marketing
department play significant role and it has relationship with sales and
operational department. In the organization such as Mc Donalds;
customers are highly influenced by way it’s sales team interacts.
High level of hostility is important to satisfy customers’ needs.

Finance department: The role of the finance department is to provide
finance to operational department and marketing department so that
they can carry out their day to day activities (Telang and Deshpande,
2016). This department is mainly responsible for providing funds to
different departments. There are different types of strategies which
are designed by the marketing department on the basis of funds
which are provided to them by finance department. Finance and
marketing are the two strong pillar of the firm on which growth and
profit of the company is depended. The finance department is
concerned with all the aspects such as profit, financial performance
etc. The financial department also make sure that all the business
activities which are carried out marketing department is according to
budget or not (Parlan, Kusumawati and Mawardi, 2016).

Contd.
At last it also makes sure that unnecessary expenses can be avoided so
that company not suffer from any type of loss. Therefore, it can be
stated that marketing department is related to with finance department.

Contd.
 Human Resource department: Marketing department is directly linked
to human resource department as based upon the requirement of the
sales executives, new employees are hired by the department. Further,
requirement of product manager, event coordinator and activities
organizers is hired according to the necessity arising in the marketing
department.

Contd
Research and development: This department tends to organize market
research and communicate regarding the requirement of the company is
different regions. Based on the results of the research the marketing
plan is developed by the department which helps in better attainment of
the goals. It also helps in reducing the extra efforts of the marketing that
could have been put if the activity was not performed by the research
department.

1.3 Role and responsibilities of
marketing
The main responsibilities of marketing includes the following:
Increasing the customer base with the aim to increase market share.
Increasing the sales of the organization in order to earn higher profits.
Tapping large amount of people and bringing them to sales leads.
Develop advertising strategy to achieve organizational objectives
Appropriate use of available media such as, TV, radio, social media
platform etc.
Coordinating the activities of marketing campaign and organizing sales
activities in potential geographical areas.

Contd..
ABC has an attractive market base where it attracts the customers
through value for money products. It has cleverly been able to tap
children segment of various regions by offering happy meals to them.
Appropriate marketing activities have helped to increase the customer
base to a great extent.

1.4 Interrelationship between
marketing and other functions
Marketing and Production: The production function of the organization is
directly related to marketing. As per the demand established, production
of different products is performed by the department.
Marketing and Finance: Based upon the requirement of finance, the
budget for marketing department is decided. McDonald’s
increases the marketing budget of the region which require
moreadvertising to avail benefits.
Marketing and Research: The research and development department of
the organization tends to find out the crux of the issues being faced by the
marketing team in tapping the customers.

1.5 Key elements of marketing
function
Key elements of marketing function are:
Research: Appropriate amount of research is required to be followed in
order to find out most beneficial area for the company mend to place it
store where cost of the people get to see the store.
Strategy: Strategizing in such a manner that highest amount of benefits is
received through minimum input of resource. Mc Donalds make the best
possible use of the resources to extract the highest benefits.
Planning: It is important for the company to plan before taking any
actions as it helps in delivering the best to the client.
Tactics: Appropriate tactics so that majority of the customers get attracted
towards the company.