Role and Responsibility of Marketing in Context of Burberry

Marketing essentials

Table of content:
• Introduction
• Role and responsibility of marketing
• Role and responsibility of marketing in context of marketing environment
• Role of marketing in wider organizational context
• Significance of interrelationships
• Key elements of the marketing function and interrelation with other functional units
• Conclusion
• References

Introduction
Marketing is a crucial process used by companies to create value for its consumer with the aim of building
strong relationship with them and also act as medium between organisation and all other stockholders
to exchange relevant information between them. Burberry organisation is a selected for this
presentation which is a well known British luxury fashion house headquartered in London, United
Kingdom. This presentation includes the main role of marketing and its interrelation with other
functional units of an organisation.

Definition of marketing
Marketing is basically an activity or set of institutions and
processes that are conducted by an organisation for creating,
communicating, delivering, and exchanging offer, things that
have value for customers, clients, partners, and society at
large. Thus , the main aim and objective marketing is on
promoting buying and selling of product and services therefore
crucial role in enhancing productivity and profitability of an
organisation.

Nature of marketing
The nature of marketing includes following points:
Consumer oriented- the main focus of marketing is on the needs and desire of customers thus, only
those goods and services must be manufactured and delivered by an organisation that satisfy
consumers.
Art as well as science- marketing is both an art as well as science as it includes physiological efforts to
identify various and need of customer together with use of various techniques to make goods available
at right time, right place, into right hands, right quality, in the right form and at right price.

Current and future trends of marketing
The current trend of marketing in context of Burberry includes effective use of digital and social media
together with more effective online channels to have better communication with its customers. The
future trend of marketing that can be adopted by Burberry includes more emphasis on customer
personalised marketing that includes use of targeted emails and custom video messages to have more
effective bonding with customers and better advertising of products.