Roles and Responsibilities of Marketing Functions

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
P1. Roles and responsibilities of marketing functions.................................................................3
P2: Marketing roles in terms of wider organizational context....................................................5
P3. Comparative analysis of marketing mix................................................................................6
P4 Basic Marketing Plan...........................................................................................................13
Marketing mix...........................................................................................................................15
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Marketing is responsible for showcasing organization to its customer in such a way that it is
able to achieve high level of brand awareness. Marks & Spencer is chosen for the analysis in this
report, the company provide wide range of products to its customers. Analysis of roles of
marketing is done in this report with the evaluation of its interrelation with other organizational
departments in terms of goal achievement for the company. Evaluation of effectiveness of
marketing mix in terms of goal achievement is done in this report with the development of basic
marketing plan.
MAIN BODY
P1. Roles and responsibilities of marketing functions
The most basic roles of marketing are transportation and warehousing of goods, gathering
market information etc. But in the wider context, their functions also consist acknowledgement
of consumers needs and demands and also finding out the ways through which the profit and the
productivity of the organisation can be maximised. The role of marketing at Marks & Spencer is
monitored availing the situational analysis. This will support the company in redefining goals
and targets of the establishment and developing new market objectives for enterprise and for
their buyers (Blachetta and Kleinaltenkamp, 2019). They introduce professional targets which
consists of profitability, success and growth perspective, costing etc. These objectives are
generally utilised for launching new commodities in the marketplace that help the company to
excel. These activities also include enhancing the market accusation by recognising the target
segment of the market which can be proved potential for the company. The main responsibilities
of marketing purposes are discussed below:
Identifying the needs of consumers: Marks & Spencer carried out various activities and actions
in order to recognise what their consumers really need from the company. As the preferences of
people keep changes frequently, so it very important for them to be familiar with the demands
and develop their products and service in accordance with that. Through this they can cater to the
demands of people easily and can maintain adaptability and competitive advantage.
Get ahead with the customers requirement: The marketing department of the establishment
have a dedicate team to conduct research and collect information of the current market trends
and what people are preferring and what all are their current demands from the industry. With

the help of this data company start building their commodities and services based on the data
collected in advance (Martensen and Mouritsen, 2017). So that they can deliver the product
before anyone do and can earn customer satisfaction, loyalty and advantage of making the first
move by increased sales growth and profit.
Satisfy the needs of buyers: This is one of the major roles to be fulfilled. The marketing team of
the organisation must focus their efforts on identifying and keep the track of things and services
which satisfy the needs of the customers at their fullest, and after acknowledging that personals
can cater these with value added features with best and modified quality. This will lead to the
attainment of large customer base and can also acquire huge share of market.
Profit maximisation: Establishment should build strong and valuable strategic formation and
business plan and give emphasise on their implementation in the marketing activities and
function in an efficient way that they turn out to be productive and bring out future growth
perspective for the organisation and along with that also increase the opportunities and scope to
earn greater profits margin (Sarkum, Pramuka and Suroso, 2017).
Market expansion: Due to the growing market company need to modify their activities and
direct them towards expanding the industry boundaries to national and international platforms.
Although many external factors like political, technological, Environmental, socio-cultural and
legal component may affect the functionality of the company but overcoming them by following
all the mandatory laws and regularities, M&S should work on their expansion of business. To do
that they establish their stores and outlets in various other countries and also increase the number
of outlets in existing regions and areas. They must try to penetrate in the developing nation
market as their operating expense is low and they can acquire larger market share with high
profit margins.
Brand promotion: Promoting and advertising of enterprise is very essential function, because
through that brand awareness increased people get to know about the company and their product
and services offerings. It will become popular in comparison with their competitors and can
attain competitive advancement. They adapted below the line and above the line marketing
strategy for promoting their brand. They use print and social media, also post their advertisement
on televisions and on radios, also by distributing leaflets and putting hoarding. Another tactic
they used is celebrity commendation, it is one of the effective strategies because when people