Roles and Responsibilities of Marketing Function

This report discusses about roles and responsibilities of marketing, relation to wider organisational and marketing mix which is method of setting strategy to deal with competitors and maintaining profits.

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
P1 Roles and responsibilities of marketing function ..................................................................1
M1 Roles and responsibilities in context to marketing environment..........................................3
P2 Relation of marketing roles and responsibilities to organisational context............................3
M2 Significance of interrelationship between marketing and other functional units. ................5
D1 Critically analyse and evaluation of key element of marketing function..............................5
Task 2...............................................................................................................................................6
P3 Compare the ways where different organisation apply marketing mix..................................6
Source: Marketing Mix, 2018......................................................................................................7
M3 Different tactics are applied by business organisation to attain business goals....................8
Task 3...............................................................................................................................................9
P4 Basic market plan for a business organisation .......................................................................9
M4 Coherent evidenced based marketing plan..........................................................................12
D2 Strategic marketing plan that apply tactically to attain marketing objectives.....................12
CONCLUSION..............................................................................................................................12
REFERENCE.................................................................................................................................13

INTRODUCTION
Marketing is the way of maintaining good relations with customers by using proper
method of attracting. All organisation works for the purpose of selling their products and
services in wide range which helps to increase the profits. Marketing is the process of creating,
communicating, delivering and exchanging offering in order to satisfy the customers and make
profits (Folinas and Fotiadis, 2017). This is wider concept to understand which are used by
business organisation for selling their products. To understand the concept of marketing, its
essentialism and role of managers ASOS Plc is chosen that is online fashion and cosmetic
retailer company, sell its products at retain prices. This report discusses about roles and
responsibilities of marketing, relation to wider organisational and marketing mix which is
method of setting strategy to deal with competitors and maintaining profits. Moreover, a market
plan by involving vision, mission, objectives and budget will conclude in this report.
Task 1
P1 Roles and responsibilities of marketing function
Marketing is the is function which is important in every organisation that helps to run a
business successfully by attracting people. This is used to influence people and provide
information about new product and service which helps to maintain profit. This perform by a
manager who research the market and gather information about people's needs and wants then
introduce products as per their choice which provide satisfaction to them (Baack, Harris and
Baack, 2013). Customers are the priority for business organisation because they are one who
decide the sustainability of business by giving their feedbacks. For instance, ASOS Plc is a
online fashion retailer company that offers different types of products at retail prices which
highly attracts customers and create a goodwill of business organisation.
Marketing Function - Marketing function is the process of researching data and
gathering information about people choice and provide information for new trend or latest
products (Lidstone and MacLennan, 2017). If any business organisation introducing something
new, provide products at discount, Festival sale etc. marketing function are used in all activities
which helps to increase the organisational sales.
Roles and responsibilities of marketing functions:

Gathering and Analysing Market information – This function is associated with
marketing where manager are playing a role of market analyst who analyse the market and
gather various information that what people wants. This helps to run a business by collecting
information and providing products accordingly (Baines, Fill and Page, 2013). For example, the
marketing manager of ASOS perform their analyst role in which relevant informations are
collected by manager which helps to know that which cosmetic product has best opportunities in
market. Responsibilities of manager is to understand what customers wants, which type of
product and price people wants and how they can be satisfied which helps to continue a business.
Market planning - Planning is the first function in every organisation which helps to
take further steps in order to run a business. This is important function which helps to attain
organisational goals by taking further steps (Hanssens and Pauwels, 2016). By using planning a
business organisation can move further and achieve their targets. For example, ASOS's
management has decided to raise their online sale 30% by 2021 where manager's role is strategic
manager in which different strategies are formulate by manager in order to complete targets. The
responsibility of marketing manager is to prepare a plan for the purpose of level of production
and promotion. This decides that who will do it, when and how in order to raise organisational
performance. By using this market planning helps to increase the productivity and profitability.
Product design and development - To sale the product effectively product designing is
playing an important role which attracts people to purchase the products. In context to ASOS Plc
marketing manager's roles and responsibilities are as design and development of products are
selected by manager who select design of products which attracts customers and emphasis to
purchase products (Blythe, 2012).
Pricing of products - This is also important function which are used by organisation to
set the prices of its products and services. Price is the most effective element which helps to
make buying decision by analysing pricing of products and services. The prices of products
affected by cost, competing product pricing, rate of profit and government policy which attracts
people to buys products (Rundh, 2016). In context to ASOS, responsibility of marketing is to set
the prices of products by analysing all cost and it should be suitable and relevant for customers
which helps to increase business sale effectively. Role of manager is price fixer who decide the
price of product as per customer income level which helps to attracts customers.

Standardisation and Grading – This refers as determining of standard for size, design,
weight, raw material, colour and quality of product. This helps to increase the productivity or
organisation by influencing them (Campbell, Martin and Fabos, 2018). By maintaining
standardisation and grading customers believes that product have some peculiarities and value.
For example, ASOS provides clothes, beauty products, accessories and shoes by maintaining
good standard and grade of products which influence people in order to buys products. The
management of such organisation get test of its product time to time which categories the
products in A grade that means best quality of products which attracts people to buy easily. The
role and responsibility of manager is tester who provide sample to use the product which create
trust on product as well as organisation.
Customer support service – It is important for organisation to maintain the good
relations with customers which helps to increase the productivity and profitability continuously.
This is depend on organisation how they do this function (Fernandes, 2017). Customer support
service is a effective function of marketing which provide satisfaction to people and make
decision to buy next time more. Herein, role and responsibility of manager are customer care
which helps to provide satisfaction to people and attracts them positively. For example, ASOS is
online fashion retailer company in which marketing manager's role as customer support which
helps to solve customer problems by providing optimum solution which attracts people.
Therefore, all marketing functions are important for ASOS organisation where marketing
manager are playing different roles and responsibilities in order to attain organisational goals.
Management focus on customer needs and provide products accordingly by using marketing
function (Saura, Palos-Sánchez and Cerdá Suárez, 2017).
M1 Roles and responsibilities in context to marketing environment
Marketing environment consider various companies where managers have different roles
and responsibilities to complete the targets. The management of ASOS Plc company understand
the needs of people and provide products accordingly which helps to attain business goals. In this
organisation role of manager as research analyst, price fixer, promoter, setting design and
standard etc. helps to complete the functions and make efforts to attain business goals (Clow and
James, 2013).

P2 Relation of marketing roles and responsibilities to organisational context
Marketing is those function which are used by companies in order to develop their
products and services. This is a process which is used to promote and sale the products
effectively that increases productivity and profitability. This helps to increase the customer
relationship with organisation by satisfying them effectively and maintaining higher profits. In
context to ASOS Plc uses marketing to provide important information to people which helps to
attract people and maintain profits. By using this function business organisation can attain the
business goals and objectives effectively (Dibb and Simkin, 2013). The relation of marketing
with different roles and responsibilities are as defined:
Relation between marketing and research department - Research is the first function
of business organisation which is used to collect the information effectively and provide products
and services according to customers. Marketing function is used to attract the people by using
different techniques which helps to increase the sale of business organisation. Both functions are
interrelated as research department collects information that what people wants and what are the
trend which helps marketing department in order to use marketing and provide products and
services accordingly which helps to attain organisational goals (Dahl, 2018). For example,
research manager of ASOS Plc analysis the information and gather data and shares with
marketing department by performing their roles and responsibilities which helps to attain
business goals effectively. Managers are playing significance role and responsibility as they
collect the information and uses marketing activities to provide information to people. Both
function are related with roles and responsibility of manager which helps to attain organisational
goals and objectives.
Relation between marketing and HRM – HRM is those function which are used to fill
the vacancy of employees within organisation and maintain a proper system in organisation.
Whenever organisation needs employees HRM is single function which recruits the employees
and also formulate policies for organisation welfare. Marketing function and HRM function are
connected with each other where marketing manager uses different advertisement and activities
to provide information about people and helps HRM department to get pool of applicants (Finch,
Nadeau and O’Reilly, 2013). For instance, ASOS Plc is fashion retailer organisation where
marketing manager understand the requirement of organisation and give advertisement for the
purpose of hiring the people with the help of HRM function. Both function are helpful which

increases the business performance by hiring the people for particular department by analysing
the skills and knowledge.
Relation between marketing and Finance - Finance is main function which is used to
perform all functions. It is needed at every place that helps to perform all business activities
efficiently (Usui, 2017). Through this organisation can attain business goals. Both functions are
interrelated and also related with roles and responsibilities of manager in context to ASOS Plc in
which marketing manager get funds from finance department who manage all funds
systematically. To use marketing functions there is need to have money which is provides by
finance department which helps to attain the organisational goals that incremental in business
productivity and profitability. Different planning are also set by managers which are perform to
complete the goals effectively and increase profitability.
Relation between marketing and IT – IT function means Information technology which
is used to introduce new technology and new method to work. This function is also important in
business organisation as manager can introduce new technique and technology in order to
develop the productivity and profitability. IT is becoming most important department in business
organisation that pressure to digitize and automatize every aspect of business. In context to
ASOS Plc role and responsibility of IT and marketing manager are website development and e-
commerce, database development and CRM, marketing automation and triggers, data analysis
and product enhancement which helps to increase the organisational productivity and
profitability. Both managers maintains level of accountability for becoming successful and
increasing profitability (FISK, 2013).
M2 Significance of interrelationship between marketing and other functional units.
All functions of business organisation are interlinked with other functions which helps to
perform business activities effectively. Function are important for business organisation which
helps to understand the goal of business industry and make efforts to accomplish them. In
context to ASOS Plc organisation marketing function is related with HRM, Finance, IT and
research function where manager collects the information, employees are recruited by HRM,
finance department provide finance to marketing etc. are completed by managers in order to
improve the business performance and increase profitability (Martin and Javalgi, 2016).

D1 Critically analyse and evaluation of key element of marketing function
Marketing functions are those function which are used to focus on all activities and
complete the task. Marketing is main function of business industry in which manager decide the
plan and make efforts to accomplish them (Pasquier and Villeneuve, 2017). All function are
interrelated where manager understand their role and responsibilities in order to work
accordingly. By using different activities organisation can attain business goals effectively.
Task 2
P3 Compare the ways where different organisation apply marketing mix
Marketing mix is the collection of different factors such as tactics and actions which
helps to compare with other organisation and strategies are formulated accordingly. This helps to
promote the product and services of a particular business organisation. If a company wants to
raise its sale and business performance then it need to develop different policies by comparing
with other organisation which helps to attain business goals effectively. Moreover, marketing
mix consider as putting the right product at right place at right prices (Marketing mix, 2018). The
management of ASOS Plc company uses marketing mix by involving product, price, place,
promotion, process, people and physical evidence which helps to attain business goals. The
marketing mix of ASOS and Boohoo .com that is also a online retailer company provide
cosmetic and beauty products online by using different strategies that are as explained:

Illustration 1: Marketing Mix, 2018
Source: Marketing Mix, 2018
Marketing mix of ASOS Plc and Boohoo com
Basis ASOS Plc Boohoo com
Product ASOS Plc is multinational
company that provides different
types of products such as footwear,
accessories, clothes, cosmetics,
coats, shirts etc. It maintain the
high quality of products. Moreover,
it provides helpline and credit
facility to customers which
increases customer's trusts.
How ever, Boohoo com sells its
products in 5 category by serving
different types of products. This
provides cosmetic and clothes to
customers and also give benefits to
customer such as warranty, delivery,
credit, helpline service and after sale
services (About Boohoo. com, 2019.).

Price It follows reasonable pricing
strategy, however some products
are expensive due to brand. It
provides its products and services at
less prices which attracts people
(Hair Jr and et.al ., 2015).
Currently, this organisation adopts
competitive based pricing strategy in
which managers compete the prices of
products with competitors. It also
uses bundle pricing strategy for
selling its products.
Place It has good relations with other
countries which helps to sell the
products wider range. As it have
head office in Greater London and
other places where it provides
products online and offline.
Boohoo com has products present
over than 500 retailer all over the
country (Marketing mix of Boohoo
Com, 2019).
Promotion This uses different promotional
activities such as social media, You
Tube, Twitter, Facebook, television
and brand ambassador to promote
the products and increase
organisational sales.
Conversely this uses traditional media
such as television, radio etc. in
modern media this Facebook, You
Tube, Twitter etc. which benefits to
large reach (Nufer, 2016).
Process This make sure all products are
available easily at stores as it has
online delivery process where
customer can order through online
system and generate market
opportunities (Joshi, 2012).
This uses two marketing process or
channel such as direct sale to
customer through online websites and
next is sale to whole sellers who sale
their products to retailer.

People People in this organisation are the
employees who work for business,
customer service, helpline,
customers, IT department,
marketing managers etc. who are
performing their roles effectively.
On the other hand, people works as a
team, takes consideration in to
customer preference. Moreover,
customer service department are
considered in people strategy which
helps to perform all function easily.
Physical evidence This involves online websites,
mobile application different logo
and easy to convenient in physical
evidence which helps to sale the
products in wide range and
maintain profits.
Conversely, this uses different colour
packaging which is easily identifiable
.It also focuses on omni channel
system which is integrated with
online and offline stores. This helps
customers to select the product
through online and increase business
sales.
Therefore, marketing mix is used by ASOS Plc and Boohoo Com who are online retailer
company that offers variety of products and services and increase organisational sale. This helps
to maintain the high profits by providing variety of products and services.
M3 Different tactics are applied by business organisation to attain business goals
Tactics are the regulation and strict plan which are used to run a business successfully
and maintain the profits. By using all tactics organisation can attain their goals effectively and
also increase market share (Agic and et. al., 2016). Such as ASOS Plc is using marking mix
which helps to to define what products are provided by organisation, at what price, place, by
using which promotional activities, process, people and physical evidence which helps to
understand the goals of organisation and attain business objectives. Different element are used by
business organisation which helps to maintain the high production level by generating profits.
Task 3
P4 Basic market plan for a business organisation
Marketing plan is consider as written document or strategy which is used to attract people
and sale the products accordingly. By using marketing plan any business organisation can sale its

products and services effectively which helps to attain organisational goals. Marketing plan is
also used to increase the product line by introducing new products which attracts people and
emphasis to purchase products (Kongstvedt, 2013). The marketing manager of ASOS Plc set
marketing plan whenever they introduce something new, festivals time and so on which helps to
increase the sale of business organisation and maintain profitability. Currently, manager set a
marketing plan in order to attain future goals that are as defined:
Executive summary: ASOS Plc is a online fashion retailer company that provides
different types of products through online system. This helps to increase the sale of business
organisation by providing products. The marketing manager of such organisation make plans to
introduce new products in order to attain organisational goals and objectives. Such company is
going to introduce new product that is anti ageing cream as per customer demand which helps to
keep customers young and fair. For this marketing plan is defined as:
1.) Situation - The SWOT analysis of ASOS Plc is defined as:
Strength Weakness
 ASOS Plc has built an experience to
enter in to new market that helps to
generate more revenues.
 It has high skilled workforce that
attracts people and sale them products.
 It has invested in string brand portfolio
which helps to expand the new brand
categories.
 Good return on capital expenditures
which helps to generate more revenues.
 Strong distribution network which
creates potential market.
 Not properly and efficient financial
planning.
 Marketing of products left a lot to be
desired.
 It needs more investment in new
technology which is difficult for
organisation.
 Low profitability ratio and less
contribution on assets.
 Low investment in research and
development.
 High attrition are in organisation.
Opportunities Threats
 Opening new market at new place with
the support of government.
 Stability in cash flow that provides
 Increasing labour turn over.
 Government regulations and high tax
rates.

opportunities to increase product line.
 Preference on customer demand.
 Low inflation rate which helps to
increase business sale.
 Uses of new technology and low
pricing strategy.
 Quality of products and easily
available.
 Increasing in prices of raw material.
 Increasing trend towards isolation.
 Changing customer buying behaviour
from online to offline.
 Shortage of employees
2.) Objectives: The main objects of ASOS Plc company are as:
 To increase organisational sale 20% more by 2021.
 To capture high market share that other company.
 To expand the business in other country such as china, Spain, Italy etc.
 To provide satisfaction to customers by providing better quality of products and
services through online and offline.
3.) Strategy – The management of ASOS Plc company uses different strategy such as:
STP: This refers as segmentation, targeting and position which are classified-
Segmentation: The management of ASOS Plc company focus on demographical and
geographical segmentation in which it provides products at all location to all ages people.
Targeting: This targets male, female and children as all needed beauty products, clothes and
other item. Mainly targets women who purchase beauty products and accessories.
Product positioning: The position of new product is at wider level that will attracts more people
and helps to develop the product. Moreover, it provides product differentiation which helps
customer to choose product accordingly.
4.) Action Plan – This plan is prepared by management of ASOS Plc company such as:
Budget Allocation: To introduce new product that is anti ageing beauty cream manager has
allocate the budget that are as defined:
Research and development 1000 £
Marketing activities 2000 £
Technology 1000 £

Investment activity 1000 £
Total 5000 £
Marketing Mix: Marketing mix of ASOS's new product is defined as:
Product ASOS Plc is introducing new product that is Anti
ageing beauty cream that will attract more
customers.
Price The cost of this cream is 500 £ by involving all
taxes.
Place The product will launch in greater London, UK.
Promotion To promote the product it uses You Tube, social
media, print media etc. which helps to promote
the product.
Physical evidence Company's websites and mobile application is
simple to provide information that will help to
gain profits.
Process It has online portal, cash on delivery, creditability,
and online process to provide products.
People Employees, customer support, warehousing, IT
and marketing employees.
5.) Forecast: From the above information it has been quantified that:
Cost: The management has evaluated that cost of product is identifiable which is relevant and
suitable for people.
Sales: The sale of the organisation will increase 15-25% by 2021 with the help of launching new
product.
Profits: By launching new product organisation supposed to earn profit 100000 £ by launching
new product.
Market share: By using new product organisation captured more market share.

6.) Control: In this step all activities are controlled by management by evaluating all
activities and organisational structure. ASOS Plc has attractive organisation structure which
helps to perform all functions effectively in order to attain organisational goals.
M4 Coherent evidenced based marketing plan
Marketing plan is helpful for all organisation as it helps to develop the products and
services effectively. This is prepared by managers who introduce new products and services in
business market which helps to attain organisational goals and objectives. In context to ASOS
Plc, marketing plan is prepared by managers who evaluate needs of people and bring new
product in market (Mahmoud, 2018). To sell this new product there is need to have marketing
plan which can attract customer and emphasis to buy products. This marketing plan helps to
increase the productivity and profitability of organisation and retain the customers continuously.
D2 Strategic marketing plan that apply tactically to attain marketing objectives
Strategic marketing plan means a plan which is used by business organisation to
complete the task and attain business goals. In context to ASOS Plc, different tactics are applied
by managers such as situation, objectives, strategy, action plan, forecast and control which
valuable and relevant for organisation that helps to introduce new products and increase business
sale of organisation. Resulting accomplishment of organisational goals and objectives.
Moreover, by using this organisation focus on productivity and profitability of their business.
CONCLUSION
Marketing is the function which need to be well integrated in to all functions of an
organisation because it is responsible for its brand and customer experience by convincing them.
Marketing mix is used to set strategic plan by comparing with others. Tactics and different
regulations are used by business organisation in order to attain business goals. Marketing plan is
set by managers which helps to perform all activities and maintain the profitability.

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