Roles and Responsibilities of Marketing Function

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of marketing function...................................................................1
P2 roles and responsibilities of marketing related to wider enterprise........................................3
M1 Roles and responsibilities of marketing................................................................................4
M2 Importance of interrelationship between marketing and other functions of the Enterprise. .5
D1 Analysis and evaluation of key factors of marketing............................................................5
TASK 2............................................................................................................................................5
P3 Comparison of various elements of marketing mix...............................................................5
M3 Evaluation of different tactics applied by enterprise.............................................................9
D2 Strategic marketing plan........................................................................................................9
P4 & M4 Marketing plan.............................................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is a very crucial aspect of any business, a company can produce even the
highest quality of products or services but it would not make any difference until and unless it is
marketed well among consumers in a significant manner. Therefore it is of paramount
importance for companies to spend a certain amount on marketing of their products as well as
services. There are various ways through which marketing can be done, these includes
advertisements, promotions etc. in newspapers and media. Aldi is a leading retail company
which is engaged in the sector of Super as well as hyper market (Askeland and Wright, 2013).
The company keeps products of various brands within its stores and sell them for a profit margin.
The level of competition in the sector is quite high and thus it is quite crucial that Aldi spends a
certain amount on marketing of its products as well as services. The company is having more
than 30,000 employees around the world and this numbers is growing rapidly. It is having
around 10,400 stores around the world. The retail business is growing significantly in United
Kingdom and it is expected that company will be able to gain a good customer base in future by
adopting proper marketing techniques.
TASK 1
P1 Roles and responsibilities of marketing function
Marketing can be regarded as the concept which a company uses for the purpose of
promotion of its goods as well as services. One of the primary aim of any company would be to
increase the customer base for its products as well as services among masses. This will give
organisation a competitive advantage as well as higher amount of profits in the longer run. There
are various communication and promotion tools which an organisation may opt for, these are
advertisement, newspapers, radios, magazines etc. It is also very necessary that major roles as
well as responsibilities of marketing department are well executed, various roles and
responsibilities are laid down as follows:
Product: It refers to the final offering made to ultimate consumers by the company. The product
of the company should have necessary features that will fulfil the needs and demands of
consumers. For this purpose marketing department of the company should make necessary
research and development for improvement in its product (Nguyen and Simkin, 2012).
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 Price: It is the monetary value paid by the consumers to company in exchange of the
goods or services. The pricing of the product is decided by various factors like cost,
pricing of competitors etc.
Figure 1: Various Marketing Functions
 Selling: it refers to finally handing over the goods to buyers of consumers. It is necessary
that this process shall be convenient to consumers, and for this for purpose it is the
responsibility of marketing manager that he chooses an effective channel of distribution
to sell the same. Promotion: It refers to promoting the goods that are being manufactured in front of
consumers and buyers, for this purpose a company may choose various promotional
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