Marketing Essentials: Roles and Responsibilities of the Marketing Function

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Key roles and responsibilities of the marketing function.....................................................1
P2. Explain how roles and responsibilities of marketing relate to the wider organisational
context.........................................................................................................................................2
TASK 2............................................................................................................................................3
P3. Compare the ways in which different organisations apply marketing mix..........................3
TASK 3............................................................................................................................................7
P4. Produce and evaluate a basic marketing plan.......................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is an activity and process of selling, purchasing, advertising and creating
awareness about the product and services of a specific company. In simple words, marketing is
an action or business of promoting and selling goods and services consisting market research and
advertising. Marketing essentials are those tools and techniques that can be help the a company
in marketing of the business (Agnihotri and Bhattacharya, 2019). There are different marketing
essentials like advertising, promotion and sales techniques that are considered in marketing.
This report is based on Burberry which is a British luxury fashion house headquartered in
London, England. This company was incorporated in 1856 by Thomas Burberry. This written
document will covered information about roles and responsibilities of marketing function and its
interrelation with other functions. Further, will explain about marketing mix and a basic
marketing plan for company.
TASK 1
P1. Key roles and responsibilities of the marketing function
Marketing is the function of business company which create awareness so that people
aware with the products and services of the organisation. It is an activity of selling, purchasing,
promoting and advertising goods and services in marketplace. Each business is dependent on the
effective marketing program in context to attain the bus8iness objectives. In Burberry, the
marketing function play an effective role and they have several responsibilities regarding the
company that are mentioned as under:
Gathering and analysing marketing information- The marketing function of Burberry
is responsible for gathering and determining the market information which will assist
organisation in framing an interpretation. The marketing department of the company do market
analysis and get information about needs, demands, taste & preferences of consumers so that the
company can offer products as per their requirement and provide satisfaction to their desires. For
instant, changes are occurred in fashion and trend rapidly so demands and needs of target
audiences are also change and they demand trendy products (Bekteshi, 2019). To fulfil this need,
the management of respective company can produce products as per their requirement.
Branding- The another role which is played by marketing function is to assign a brand
name to product that will assist the consumers in differentiating the offerings of Burberry fro its

rivals. This function also create awareness about existing and new products of the company so
that people familiar with the brand and attract towards it to buy its products. It will help in
developing loyalty of target audiences. For example, Burberry manufacture different quality
products like outwear, footwear, fashion accessories, fragrances, sunglasses and cosmetics etc.
Customer support service- Marketing function of the company is responsible to provide
information to consumers about products and resolving their issues and quires. When customers
have any misunderstanding and confusion about the product and brand then marketing
department of organisation provide clear information to them so that they can have accurate
information (Cutler and Culotta, 2019). In Burberry, the management of the company use
different social media tools so that they can get customer feedback and help in resolving their
issues.
Marketing planning- Marketing function is responsible for creating and framing
marketing strategies so that the company can operate and survive in market till long term period.
This function also play an effective role by designing plan and plan of action to get rivals
benefits form competitive market. In Burberry, the marketing department formulate marketing
strategies regarding promotion and advertisement. So that they can provide accurate and brief
information about products which they offer to their potential clients.
P2. Explain how roles and responsibilities of marketing relate to the wider organisational context
Marketing is essential for each business firm because it assists in sustaining and surviving
business till long term period. So it is important that marketing works efficiently with other
business functions in context of gaining effective outcomes and maximising sales of
organisation. For this, Burberry will work with following functions:
Human resource management- This function is concerned with hiring choosing,
encouraging, training and managing workforce of the company. The marketing function of
Burberry work closely with HR function of receptive firm. This is because when the marketing
function required candidates to fill the vacant positions then HR department conduct recruitment
and selection process to hire qualified and skilled employees for its vacant posts of specific job
role (Diachuk, Britchenko and Bezpartochnyi, 2019, May). HR function also interrelate with
marketing function because HR manager use various marketing tools and techniques such as
social media, official website, newspaper advertisement to hire a suitable candidates of the
organisation.