Marketing Research Process PDF

arketing Essentials
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Table of Contents
ACTIVITY 1.................................................3
P1 Key roles and responsibilities of the
marketing function.....................................3
P2 Roles and responsibilities of marketing
in relation with the broad organizational
context. ..................................................9
REFERENCES............................................17
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ACTIVITY 1
P1 Key roles and responsibilities of the
marketing function.
Marketing refers to the different kind
of activities which is take care by the
organisation in order to promote and
purchasing or selling goods and services in a
proper way. Marketing activities mainly
includes in the selling, advertising and
supplying product and services to the
consumer's directly. Therefore, marketing
concept is very broad which help company's
in order to understand their customer's in a
proper way.
Role of Marketing Functions
Marketing functions plays very
important role within the organisation in
order to promote their business at higher level
to achieve goals and objectives in a perfect
way. These function are helpful for an
organisation as they provide raw material,
better quality of goods in order to make their
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consumer's happy so that they can get good
output within the competitive business
environment. As these function enhance the
business growth of an organisation and helps
them to get their appropriate profit and
revenues.
Key Roles and Responsibilities of
Marketing Functions
There are several kind of marketing
functions which has various type of roles and
responsibilities, those are listed below:
Exchange Functions: This type of
function includes in various things such as
buying and selling the products which is able
to exchange within the market. This function
plays an important role as its provide better
quantity and quality of product in order to
support organisation in a better way so that
they can make potential customer's
effectively.
Marketing planning: In order to
achieve goals in a perfect way than, Cadbury
manager is required to make effective plan
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for their goals. With the help of this manager
develop good vision, mission, tools and
techniques in order to understand their
consumer's taste in an appropriate manner.
Along with this Cadbury want to enhance
their market share through 24% so that
company has to make proper plan to
accomplish their goals effectively.
Product distribution: In this
function marketing plays good role and
responsibilities because consumer's and firms
are able to take products in a systematic
manner. Somewhere, it is the part of
distribution channel in customer's or
companies always demand for the better
product. In regards with Cadbury, they are
providing several kind of flavoured
chocolates to its customer's and also they are
fulfilling consumer's needs timely.
Standardisation and grading: This
function can be defined as the standard of
basics design, size shape, colour, quality as
well as raw material of any product. On the
basis of this any company can get goof
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feedback if they are providing proper product
to its customer's. In reference to the Cadbury,
they are using higher technology in order to
make their lots of customer's within the
market so that they can get better future
opportunities in an effective manner. Main
thing is that Cadbury mainly prepare their
product's design as per the customer's
requirement so it shows their standard and
grading within the marketplace.
Product designing and
development: It is essential function of
marketing in which the process of product
designing and development is performed by
the organisation in order to make potential
customers within the market. At the time of
high competition in the market, company has
to face various conflicts which is not good for
them. In regards with Cadbury, they are
needed to make better strategies and plan in
order to make trust on the consumer's
effectively. So in this company is responsible
to select appropriate area of product in order
to generate higher quality of goods in a
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perfect way (Aschemann-Witzel, Hooge and
Normann, 2016).
Financing: It is the basic function of
each needed every organisation because as
per this organisations are provides several
kind of card to their customer's so that they
can use that in the company's store in a
proper way. In reference to the Cadbury,
manager has to select several approaches in
order to make their continue customer's
effectively. In the role of manager is required
to make better credit card policy to their
customer's in order to achieve high value
within the market.
Labelling, packaging and branding:
Labelling is defined as the the keeping some
information on the several products.
Whereas, packaging shows the design of
packet and so on. But packaging and
labelling almost the same thing which helps
company to gain their effective profit in a
perfect way. On the the side branding concept
shows the standard of an organisation in front
of the consumer's within the marketplace. If
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brand will be good than customer's can get
attract towards them in order to carrying their
brand trust positively. In context to the
Cadbury, manager always focuses on their
packaging, labelling and branding product so
that they are able to make huge customer's
with in the market. Along with this manager
of this company also responsible to make
more and more innovative ideas and creative
thought by which they can develop potential
customer's.
Marketing information: According
to this function, Cadbury, manager provide
better chocolates in order to satisfy their
consumer's need and requirement in an
effective manner. It also help company to
analyse their strength and weakness within
the market. Therefore, manager is responsible
to make better tools and strategies in an
appropriate manner.
Risk taking: This function
determined the uncertainty of customer's
within the market just because some times
customer's are not available within the market
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for buying chocolates so that company has to
face high competition. Due to these
circumstances Cadbury, able to take risk in
order to make their customer's easily (Bai and
Chang, 2015). First oh fall manager should
aware about consumer needs so as per this
they can produce and distribute their product
easily. That's why manager is responsible to
take care of their organisation in a particular
manner.
Customer support: It is the very
important function of marketing in which
every company is able to give better support
to their customer's in order to accomplish
their requirement in a specific period of time.
With the help of this company provide
technical services, consumer handling
processes, consumer information and so on
which attracts consumer's effectively. Here,
manager of Cadbury plays the role like they
identify the issues and make better solution
for them so that customer's can get their
solution and company is able to stay for long
period of time within the marketplace.
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P2 Roles and responsibilities of marketing in
relation with the broad organizational
context.
For making better organization marketing
department always maintain good
relationship with the customers. There are
some responsibilities and marketing functions
in context to the Cadbury, those are listed
below:
Exchange Functions: This function
focuses on the buying and selling product and
goods from the market. As per this, each
business provide several kind of product
within the market with the sufficient quantity
to meet consumer's demand in a perfect way.
This process is done by the advertising,
selling and promotion of the product in a
proper way. Now the marketing function is
responsible to provide better product to the
consumers and fulfil demand accordingly. In
reference to the Cadbury, they need to focus
on their strategies and make according to
customer's demand.
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Marketing Planning: Planning is the
combination of several kind of activities of
marketing which mainly includes in the
product, price, place, promotion in an
effective manner. Now the responsibility of
Cadbury, manager has to analyse the
opportunities and growth of the firm in order
evaluate the marketing risk in a good way. As
per this marketing executive should form the
several kind of positioning in the market and
provide beat position of the product. For this
company has to plan accordingly in order to
increase their future sales and growth within
the marketplace.
Standardisation and Grading: It is
the good process which generally involves in
the goods and services in to produced
following the standard and quality. It always
focus on the quality and quantity of goods in
order to maintain company's goodwill for the
future growth. Wherein, grading system
help to classified specific characteristics in a
proper way (Baker and Magnini, 2016). Now
the manager of this selected company is
responsible to manage their company's
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operations and it also help in order to attract
huge customers for purchasing products. For
this Cadbury is required to adopt these
functions that maximise the sales and profit
of company in a better way.
Risk Taking: It refers to the
uncertainty of customer's who are not able to
purchase goods from every time within the
market. Therefore, it is essential function in
which manager should understand the market
situation in order to gain competitive
advantages. Now manager has duty to
analyse the financial aspect and effects on the
public as well as an organisation. So that
manager is required to manage their fund and
budgeting system to classified their
company's function within the market. That's
why Cadbury has to focus on the growth and
development from the marketing profit in
order to gain good opportunities in an
effective manner. It is very helpful function
for making good plan and policies in a
systematic way.
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Product Designing and
Development: It is related with the selling of
product within the market. In this system
product has been developed and
manufactured by the customer's demand in a
perfect manner. Now the manager is
responsible in order to offer proper guidance
to their employees to meet timely goals in a
proper way. With the help of employees can
get higher satisfaction properly. In context to
the Cadbury it is the famous brand across the
world. For the better product company's used
several skills in order to meet good design of
product properly. For this they need to focus
on consumer's needs.
Customer Support: Customer's are
the crucial part of every business within the
market so in this case marketer need to
provide better solution for their customers.
Business should concentrate on the credit
facilities, technical services, customer's
complaints and so on. Therefore, consumer's
can get satisfaction in regards with
purchasing of product. Company need to
adopt different type of technical support to
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their customer's so that company can build
strong relationship with them. In this
situation, manager is also encourage the team
members and guide them effectively so that
they can work properly effectively in an
appropriate manner. Cadbury should
concentrate in the individual's queries,
problems which should be resolved by the
manager in order accomplish goals and
objectives in a proper way.
Packaging Labelling and Branding:
It is the attractive function of companies in
which customer can look different shape and
size of the product and able to purchase them
effectively. It also help company to avoid
damages, destruction of product and delivery
storage in a appropriate manner (Blythe and
Martin, 2019). Wherein, branding is the way
to developing innovative product within the
market by following such techniques and
tools. There are several kind of ways in
which company need to focus to develop
effective strategies for understanding the
consumer's demand in a modern days. These
type of packaging, labelling or branding
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develop the good value of product in front of
the consumers it increase the profit of firm
effectively. In reference to the Cadbury
manager needs to acquire great knowledge
about the customer's taste so that they can
make effective product for them in order to
achieve goals and objectives.
Marketing Information: It is very
much essential part of every organisation
which gathered the information of customer's
from the market and than organisation
implements their
plan according to their unique strategies in a
better way. This function is depends on the
price, quality of product and demand of
consumers in a proper way. As per this
companies collect few information in order to
make better product within the field. In
reference to the Cadbury manager is
responsible to manage their function and
information effectively. For making better
option company analyse the market situation
by using the survey method which involves in
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the information of competitors, people, some
reports and so on. Therefore, company need
to follow information from the market in
order reform and developing the unique
product in an effective manner.
Therefore, marketing roles and
responsibilities are very much important for
every organisation in order to achieve goals
and objectives towards the company
effectively. In reference to the Cadbury,
function of market plays and important role
which deals in the promoting product selling
by the survey of consumer's needs and
demand within the market. There are
different kind of interrelation in the
marketing with the other organisation
functions like finance, production, human
resource and so on. Those are listed below:
Interrelationship of Marketing With The
Human Resources:
Human resource manager is always
responsible for recruitment, selection, hiring,
training and development in order to organize
management system properly. HR function
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always helps company in order to select
appropriate candidate for the Cadbury in
order to accomplish targeted goals towards
the business (Burns, Bush and Sinha, 2014).
With the help of training and development
programme manager of this organisation can
make their employees energetic so that they
can work in a proper way. This also helps to
build knowledge of employee's in a perfect
manner. Therefore, HR function is
interrelated with the company in order to
manage their overall companies activities in a
appropriate manner. This is help function for
adopting new strategies and techniques to
manage employee's and customers in better
way.
Interrelation of Marketing With The
Production Department:
Production department is very
effective aspect this is because product
always made for the consumer's demand in
order to accomplish desired goals in a perfect
manner. In reference to Cadbury, manager
should focus on their production system in
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order to develop new product to fulfil
consumer's demand perfectly. Product is
always manufactured by the production
department in order to analyse the marketing
requirements in a proper way. That's why
marketing department always used several
kind of techniques as well as standard level
of production skills (Clow and James, 2014).
Therefore, production department is
interrelated with the company's function and
operation so that they can easily achieve the
goals an objectives for garbing the future
development growth in an effective manner.
REFERENCES
Books and Journals
Achrol, R. S. and Kotler, P., 2012. Frontiers
of the marketing paradigm in the
third millennium. Journal of the
Academy of marketing Science.
40(1). pp.35-52.
Aschemann-Witzel, J., de Hooge, I. and
Normann, A., 2016. Consumer-
related food waste: Role of food
marketing and retailers and potential
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for action. Journal of International
Food & Agribusiness Marketing.
28(3). pp.271-285.
Bai, X. and Chang, J., 2015. Corporate social
responsibility and firm performance:
The mediating role of marketing
competence and the moderating role
of market environment. Asia Pacific
Journal of Management. 32(2).
pp.505-530.
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