Roles and Responsibilities of Marketing Functions

This presentation discusses the roles and responsibilities of marketing functions in an organization. It explores the interrelationships between marketing and other functional units, such as production, finance, human resources, and information technology. The presentation also highlights the importance of marketing strategies and coordination with other departments for achieving organizational objectives.

Marketing Essentials

Table of Contents
 INTRODUCTION
 Roles and responsibilities of Marketing Functions
 Interrelationships between marketing and other functional units of an
organisation
 CONCLUSION
 References

INTRODUCTION
Marketing can be defined as a set of activities which is undertaken by organisation
to explore, create and then deliver products and services to satisfy needs of target
market. Marketing as function has several roles to play in organisation and it further
interrelate with other functions within organisation. This interrelationship in
functions of the organisation and marketing is aimed at achieving overall aims and
objectives of organisation.

Roles and responsibilities of Marketing
Functions
Roles and responsibilities of marketing as outlined in concept and definition
of marketing are-

Cont..
Exploring/Marketing Research- This is one of the first role and responsibilities of
marketing in which marketing function explore and make research about needs and
desires of target market of Sainsbury’s. For example- customers of Sainsbury are
looking for a qualitative product at an affordable price.
Creating- This role of marketing is concerned with giving information to organisation
regarding market research and on the basis of information regarding requirements
and desires, product and services are created.
Delivering- This is another role in which when customers buy product and services
they are delivered to them.

Cont..
These were some of the roles and responsibilities of marketing in Sainsbury’s on the basis of concept
of marketing. But in extension to these roles and responsibilities there are certain roles and
responsibilities that are played by marketing function in context of marketing environment these are-
Monitoring environment of marketing
Sainsbury’s is retail organisation and this is why it offers several kind of products to its customers.
This is why it is important for Sainsbury’s to monitor its marketing environment which will help it in
identifying changing trends and requirements.
Developing marketing strategies
Strategies are aimed at bringing effective results in which all activities and actions are in direction of
achieving objectives.

Cont..
As a functional area some of the responsibilities of marketing are as follows-
Coordinate efforts with other functional areas
As a function in organisation, this is important that functions and activities of marketing are
coordinated with other functional areas in organisation. This is because this is not possible to
undertake and complete all the function independently and it requires assistance of other
functions in organisation.
Management of Marketing Budget and managing ROI
This is another responsibility of marketing department in Sainsbury’s. They are required to
manage budget of marketing and ensure that they are able to bring best results Return on
Investment through marketing activities and efforts.

Interrelationships between marketing and
other functional units of an organisation
Interrelationship between marketing and other functional unit refers to relationship that is shared by
marketing and other functional units. Relationship of marketing in wider organisational context is as
follows-
Marketing and Production
This is one of the most important interrelationships of marketing with other functional area of the
organisation. Marketing has a role and responsibility of collecting information about customers’
requirements and desires and this later are fulfilled with help of product and service of organisation.
Marketing and Finance
This is another important interrelationship within Sainsbury’s. Financial plays important role n
carrying out all the functions of organisation and in relation with marketing it equip marketing with
financial resources and capabilities.

Cont..
Marketing and Human Resources
This is interrelationship in Sainsbury’s help and equip marketing department with right kind of
people to carry out all the activities and responsibilities. Human resource department recruit,
select and train people to perform marketing function. Their compensation and other marketing
activities like grievance are also determined and performed by human resource department.
Marketing and Information Technology
This is another interrelationship that exist in marketing and information technology. There are
several activities and functions of marketing in present times that are requiring assistance of
information technology.

CONCLUSION
On the basis of above discussion it can be concluded that marketing is part
of every activity in the organisation. Marketing involves overall success of
the organisation because it is inherent in every organisational activity. Other
than this relationships in organisation also facilitate achievement of
organisational objectives with more effectiveness and efficiency.

REFERENCES
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marketing performance: The moderating role of advertising intensity. Journal of Advertising
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