Marketing Essentials: Key Roles and Responsibilities in the Wider Organisational Context

This assignment delves into the fundamental principles of marketing, highlighting the crucial roles and responsibilities of the marketing function within an organization. It explores how these responsibilities are interconnected with the broader organizational context, using Tesco as a case study. The paper examines key areas such as customer needs, trend analysis, brand value, communication, innovation, sales processes, and ROI calculation. It emphasizes the importance of coordination and collaboration between marketing and other departments for organizational success.

MARKETING ESSENTIALS

Contents
INTRODUCTION..........................................................................................................................2
P1 EXPLAINING THE KEY ROLES AND RESPONSIBILITIES OF THE MARKETING FUNCTION........3
P2 EXPLAINING HOW ROLES AND RESPONSIBILITIES OF MARKETING RELATE TO THE WIDER
ORGANISATIONAL CONTEXT......................................................................................................7
CONCLUSION..............................................................................................................................9
REFERENCES.............................................................................................................................10
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INTRODUCTION
This assignment will tell about principles of marketing which are essential for the growth
and development of the marketing plan and marketing element. There are many key roles
and responsibilities present in the functions of market which need to be followed by the
market in order to get desired goals. The role and responsibilities of market include the
tasks and duties which are performed by various departments of the market. All these roles
and responsibilities of the marketing functions relate to the wider organisation context,
specifically other functions within the organisation. This assignment has taken an
organisation called Tesco for the further understanding of the marketing essentials.
Tesco is grocery and general merchandise public limited company which was founded 99
years ago by Jack Cohen in 1919 in London. In respect of profit earned, it is third largest
retailer in the world while comes at ninth position if measured by revenues. Tesco is the
leader in grocery market in the UK which has stores in 12 countries of the world.
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P1 EXPLAINING THE KEY ROLES AND RESPONSIBILITIES OF THE
MARKETING FUNCTION.
A process through which every organisation is able to transfer or deliver their goods and
services in the market according to the demand of customers is called marketing
(Armstrong, et al. 2015). Many organisations conduct market research in order to get more
beneficial result. The main role of marketing function in any organisation is to know its
purpose in the company. Key responsibilities of marketing function are to fulfil all the duties
and task of the department which helps in the development of organisation. Following are
the responsibilities of the marketing functions in an organisation.
 LISTENING TO CUSTOMERS’ NEED
It is an important function of every organisation to listen to their customers and work
according to that. Working according to the customer's demand can help the organisation in
producing more and wasting less. Tesco always keeps a keen eye on all their customers
demand and then work in their favour. Tesco conducts surveys time to time or collects
feedbacks for continuous growth and development.
 TRACKING TRENDS AND COMPETITION
Another responsibility which is an important factor in the marketing functions is to track the
latest trends and competitions. It is always very essential for the companies to know their
position in market which then enables them to work accordingly (Kotler, 2015). Companies
like Tesco know all their competition in the market and follows latest trend going on in to
achieve the goal.
 WORK AND TRANSMIT BRAND VALUES
The functions of marketing are always responsible for creating or disseminating the image
or the brand value of any company or organisations. A brand is said to be an important
representation of the organisation's goods and services and can influence the customers
positively or negatively depending on the brand value (Urde, et al. 2013). In the past years,
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Tesco has developed a positive brand value for itself which help the organisation in many
positive ways and help in generating profits for the organisation.
 COORDINATE EFFORTS WITH THOSE OF THE MARKETING PARTNERS OF THE
COMPANY
Other than the growth and development of the business there are other functions which
should always be followed for the improvement of market. Publishers, designers,
consultants etc. also are an important element of the marketing functions and every rule
and regulation has to be considered keeping them in frame. The work of these contributors
should be in alignment with the market policies and strategies and therefore it becomes a
responsibility of the marketing functions to maintain the contributors in order to maximize
profits and get the desired goal.
 INNOVATE
Every marketing function needs some new and better innovations to stay in the long run.
This innovation can help them in the long run as well as to stay in the competitive world.
Advance technology, better opportunities, improved way of promotion can help the market
in many ways. It becomes a responsibility of the marketing function to introduce better
goods and services time to time and to improve the existing policies and strategies (Dailey,
et al. 2015). Tesco has grown over the years and one reason behind the growth is the
innovation techniques used by them.
 COMMUNICATION
Communication plays a vital role in the marketing functions and no market can develop if
there is any lack in the communication. Communication between internal and external to
the company can help them to survive and to grow. The process of communication should
be followed while respecting the basic business ethics principles. It doesn't matter that the
one department of the market is doing well if there is problem in communication process in
another department than entire market will fail to achieve the goal and will suffer.
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Therefore it becomes the responsibility of the marketing functions to maintain the
communication process in their operations and activities.
 IMPROVE SALES PROCESSES AND CUSTOMER
Functions of marketing are totally depended on the customers and the sale among the
customers. Any drawback in the sales process can hit the marketing functions to a great
extent. It becomes a responsibility of the marketing functions to know the customer's
demand and production and sale accordingly. Many policies and strategies are created by
Tesco in order to improve its sale and attract the customers to invest in the company
(Khodakarami and Chan, 2014). Customers are the main source of income for the market
and therefore companies should make such rules and policies which maintain the customers
and to provide quality goods and services which fulfils customers demand and choice.
 CALCULATE THE ROI (RETURN OF INVESTMENT)
Marketing functions are the result of investment of money, time and effort. For the future,
every investment that is taking place should be recorded and maintained to fulfil the
objective of company and compare the investment with the return (Phillips, 2012).
Calculating ROI simplifies the process and gives a clear picture of the cost involved in the
manufacturing process of any goods or services.
 DEFINE STRATEGIC MARKETING PLANS
Those marketing plans which are built according to future are the most cost-effective plans
in the market. All the actions of the past, present or the future should be recorded before
making any planning and then the plans should be carried out. Strengths of the company,
weakness of the company, competition, and targets etc. are some of the factors which need
to be consulted before the final planning.
All the points discussed above should be considered in the marketing functions and
therefore it becomes the responsibility of the marketing function to look forward to all the
above factors for the development of organisation as well as market.
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P2 EXPLAINING HOW ROLES AND RESPONSIBILITIES OF MARKETING
RELATE TO THE WIDER ORGANISATIONAL CONTEXT.
The process of company which it uses to build a good relationship with the customers and
fulfil the requirements of customers is called marketing. It is art of handling the demands of
the customers and attracts new customers for the company. Marketing is the form of
communication between the organisation and customers where customers are informed
and educated about all the goods and services provided. Marketing in Tesco includes;
exchange of practices and ideas among entire company; synthesis those ideas, explore the
marketplace and craft the profession (Palmer, 2012). All these elements of marketing are a
responsibility for the business and it also develops other areas of the business in a positive
way. There should always be a balance between all the marketing responsibilities and
proper marketing management provides success over the competition. Marketing is an
important function in the development of the organisation. It improves the standard of the
organisation and makes it stand out from other organisation. Marketing also acts as a link
between the consumers and producers, therefore if there is any change in the choice or
demand of the consumer company can easily coordinate their products accordingly creating
a better image and improving the profits of the organisation. It removes the imbalance
between the supply and demand and provides a better working environment (Christopher
and Peck, 2012). If rightly used, marketing improves the employment opportunities and
organisation can find out the right person for the right post easily.
All the strategies of the company are built and implemented by the marketing managers of
the organisation. These marketing strategies of the company should always be created in
such a way that is should fulfil requirements of every department present in the company.
Strategies in the business usually flow from higher end to the lower; therefore, it becomes
important to design all the policies and strategies according to the entire company.
Marketing strategies are completely dependent on how well the operations are taking place
at various levels in the company (Kerzner, 2017). The problem in one department or one
function can affect the entire organisational growth and therefore market also has to suffer.
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All the activities that take place in the marketing functions of the organisations are totally
interrelated with each other. All the departments and the functional unit of the organisation
are connected with each other therefore marketing functions plays a great role in keeping
business together. This further can be explained as all the departments in Tesco perform
their own operation but sometimes they need the help of other departments as well, in
such a situation marketing functions helps the company in various ways. Whenever any
organisation needs a new plan for the growth of company it requires the involvement of
finance department, human resource management, sales department in the planning
process (Cruz, et al. 2015). Further, if Tesco wants to offer a new plan to its customers such
as buy one get one free; then the marketing team of Tesco cannot take the decisions solely
it need to consult first with their finance department and sales department and they can
come to any conclusions. Lack of coordination among any department in the organisation
will affect other departments as well and therefore entire organisation will suffer the
consequences.
The organisation has to fulfil all the responsibilities of marketing for the future and present
benefit of the company. The main objective of marketing process in any organisation is to
earn profit and generate revenue by increasing the sales of the company with the
involvement of various departments of company. Therefore every department is equally
important for the company and contributes to the growth altogether. The finance
department of Tesco or any other organisation decides the budget and fulfil financial
requirement for the planning and implementation of the plan. Production department of
Tesco focuses on all the activities which are connected with the production of goods and
services. Production department needs to coordinate with the logistics department for the
better results. All the human resource policies are generated by checking the market trends
and customer demands (Lewis, 2013). Therefore it can be said that all the marketing
functions of the organisation are dependent on each other for better output and wider
context.
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CONCLUSION
The assignment tells about the role of marketing in the organisation and finds out all the
marketing functions in organisation. Every organisation has some rules and responsibilities
which they have to follow to survive in the market and stay competitive. The main role of
marketing function is to know its purpose within the organisation and key responsibilities of
the marketing function are to find out all the tasks and duties which are performed by the
organisation. The responsibilities of organisation should be built in such a manner so that it
contributes to the growth and development of organisation and fulfils the functional role of
organisation. The assignment also explains the roles and responsibilities of the marketing
functions which relate to the wider organisational context.
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REFERENCES
1. Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an
introduction. Pearson Education.
2. Christopher, M. and Peck, H., 2012. Marketing logistics. Routledge.
3. Cruz, E.F., Machado, R.J. and Santos, M.Y., 2015, April. Deriving a Data Model from a
Set of Interrelated Business Process Models. In ICEIS (2) (pp. 49-59).
4. Dailey, W.F., Morris, J.A. and Hoge, M.A., 2015. Workforce development innovations
with direct care workers: Better jobs, better services, better business. Community
mental health journal, 51(6), pp.647-653.
5. Kerzner, H. and Kerzner, H.R., 2017. Project management: a systems approach to
planning, scheduling, and controlling. John Wiley & Sons.
6. Khodakarami, F. and Chan, Y.E., 2014. Exploring the role of customer relationship
management (CRM) systems in customer knowledge creation. Information &
Management, 51(1), pp.27-42.
7. Kotler, P., 2015. Framework for marketing management. Pearson Education India.
8. Lewis, B.R., 2013. Customer care in service organisations. Marketing Intelligence &
Planning.
9. Palmer, A., 2012. Introduction to marketing: theory and practice. Oxford University
Press.
10. Phillips, J.J., 2012. Return on investment in training and performance improvement
programs. Routledge.
11. Urde, M., Baumgarth, C. and Merrilees, B., 2013. Brand orientation and market
orientation—From alternatives to synergy. Journal of Business Research, 66(1),
pp.13-20.
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