Roles and Responsibilities of Marketing in Organizations

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P1 Explain the key roles and responsibilities of the marketing function...............................3
P2. Explain how roles and responsibilities of marketing relate to the wider organisational
context....................................................................................................................................6
LO 2.................................................................................................................................................8
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives...................................................8
LO 3...............................................................................................................................................12
..............................................................................................................................................13
P4. Produce and evaluate a basic marketing plan for an organisation.................................17
CONCLUSION..............................................................................................................................21
REFERENCES................................................................................................................................1

INTRODUCTION
The report will be discussing the factors such as Role and responsibilities of marketing,
how marketing is with other departments in the organization, the 7 P's of the company and what
impact they play in the company and the market plan of the company. These factors are few
factors which the company will have to look in to so that they can capture and make profits in
the market.
The study and understanding of management of a company of there exchange
relationships is known as marketing. Marketing essentials are to satisfy the customers and
creating relationships. Getting a product in the market that process is called marketing and this
process involved many steps. The steps are market targeting, promotion and pricing strategies,
broad market research, etc. Creative arts is used by most of the company's for marketing purpose.
In marketing the terms which should be focused on are needs, wants and demands. A product is
launched that time these factors play an important role because these factors help in innovation
and changing products for the profitability.
Google is based in America and is multinational technology organization which is
specialized in internet related products and services. Google officially had no full form of its
brand name but now the full form is global organization of oriented group language of Earth.
The product and services that this organization is providing are search engine, online advertising
technology, cloud computing, hardware and software. It is considered in the big four company's
of the world. The big four other companies are Apple, Amazon and Facebook. In the world the
most visited site is google.com. The most valuable site of 2017 was google but it also got a lot of
disapproval universally. Disapproval was due to issues like tax restraint, privacy concerns,
censorship, search neutrality and antitrust. The companies visions and mission is now to give the
world the organized and useful information which is accessible by everyone.
LO 1
P1 Explain the key roles and responsibilities of the marketing function.
Role of Marketing-
 Market Planning- This process involves making plans for increasing the product's sales
and promotions of the product (Baltes, 2015). This process also puts down a course of
action plan which needs to be followed to achieve the goals and objectives of the

company. Google being the best in its field has a very organized market plan strategy
because they do not worry about the competition, but they only aim at getting the
company better. Google just wants to reach out to people in the right moment and with
the right message to the people.
 Branding- Every product has a brand name of their own so that they can comprehend on
the different products with the competitors and his process helps the company to gain and
build there loyalty between the customers and this also helps to promote a brands name.
Google kept its brand name so simple because they wanted to create loyal customers and
easier to remember and target the audience. Google successfully achieved its goals and
objectives very quickly because there was not much of a competition, and they gave the
most accurate and the more in detail information about a lot of things in total.
 Pricing of Products- The amount of money which is set on the products and is required
for the customers to pay is known as product pricing (Todor, 2016). Google is earning by
pay per click on its website and is also earning from the other company's who are selling
there products or promotions through google. Google does not take any price for
spreading the information to the customers but does so indirectly.
 Product Development and Designing- Google has come a long way in that, they kept the
colors of the alphabets the same of google logo but changed the fonts to attract the
customers. With the change in the customer's mentality and change in wants so the
company has to be open to new ideas and keep changing and developing there product
regularly. Google is very good with that, so they are not having troubles doing so. Google
has not many drawbacks, and they are consistently improving on their weaknesses.
 Customer Support Services- The key factor of a company is to satisfy the customers with
their products. The feedback from the customers is a very important factor to produce
good services and products and also innovate them (Jolliffe, 2016). The customers when
they are not satisfied they are asked for a feedback and then the company works upon
those factors. Google pays a lot of attention on the feed backs of the customers because
they want to improve and give out right information to all the people without making any
mistakes.
Responsibilities of Marketing-

 Proper Observation of consumer demands- There has to be a close bond between the
company and the organisation to understand one another. Google observes there
customers properly because they give out information and google has to make sure that
what they are giving out is making sense to the people. Getting feed backs is the most
important factor throw which the company's can improve themselves and work more
efficiently and make profits. Google is very good with loyalty with the customers because
there is no other search engine who is giving so much information like google is doing.
Google has almost the entire population of the world using there website, and they being
so popular can not afford to make more mistakes (Kennedy and Prag, 2017).
 Modernization- Google is changing according to the needs and wants of the people from
day to day. Google has recently started changing each day's logo according to the
importance of the day, for example, it is 25th of December, so they innovated the logo by
putting a Santa cap on the logo. The customer's feedback also helps the company to
improve there product or the website.
 Strategic Marketing Plan- Google has all type of strategies planned for themselves
already (Hyde and Reeve, 2015). Google just follows the plans which are already existing
and changes any goals according to the needs of the customers and the environmental
changes be it external or internal changes of the company. The strategic plans which are
made for the company are well planned and structured. The plans are made after keeping
the negative and positive impact of the plan in there mind. The plans they follow are very
good that no one can ever have any problem with that at all. They are taken into count
ability after all the company members agree to the plan structure.
 Company's communication- It is very important for the company member to work
together. The goal of all the members and company is the same. Therefore, company can
not afford to have conflicts between people in there organization because then they will
not be able to work towards achieving the goals and will not be able to work efficiently.
The company will not be able to work and there will be misunderstood between people
which will lead to confusion in the company (Yadav, Joshi and Rahman, 2015). Google
is not facing any of these problems because the company treats all the individuals of the
organisation equally and resolve there issues with the work. The company is very flexible
and understanding towards the clients and the employees of this company. No one of

google has any problem with the working environment and are very satisfied with the job
they are doing.
P2. Explain how roles and responsibilities of marketing relate to the wider organisational
context.
Marketing and Human Resource-
Talking about marketing and human resource are two different departments, one dealing
with the internal factors and the other dealing with the external factors of the organisation but we
forget to focus on this point that they both are working together (Bhowmik and Bag, 2017). To
achieve the targets and objectives of the organization both the departments have to work
together. There are points on which both the departments have to work together which are as
follows-
 Building the Team- Meetings need to be held by the management team with market and
human resource team where objectives and strategies are getting discussed. Human
resource is the bridge between the employees and the management team, so they can put
points from the employees side as to how the objectives should be made so that the
employees do feel like achieving them and are realistic. The struggles and confusions
need to be solved in a very systematic form during these meetings because even the
smallest of things can make a great impact on the employees. Google's human resource
team is very efficient and understands there employees well therefore when they attend
such meeting they are very clear with the procedures they need to take during this
process. Google's employees are not facing any problem since the human resource team
has made the company so flexible in terms of employees and customer's (Stephen, 2016).
 Create events for the company- company must conduct events so that the employees can
meet the management team directly so that there is no communication gap in the
company. Human resource conducts such events and the marketing team will help to
promote these events internally and externally. This way the human resource and
marketing team work together to make this event a success so that the employees can feel
comfortable in the organization and get appreciated by the leaders. Google organizes
such kind of events whenever needed because they understand the need of such events.
Marketing and Finance-