Roles and Responsibilities in Marketing | Desklib

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK A...........................................................................................................................................3
Important responsibilities and roles in marketing......................................................................3
Roles and responsibilities of or marketing relating to organisation on a wider context............5
TASK B...........................................................................................................................................6
Marketing mix applied on different organisations to achieve business objectives....................6
TASK C...........................................................................................................................................8
Evaluation of a basic market plan in an organisation ...............................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing refers to all those activities which result in consumers receiving satisfaction
through goods and services that is produced by an organisation. There are a number of different
functions which are included in marketing such as communication of goods and services, selling
as well as delivering them. It is also one of the functions of marketing to retain customers in
organisation for a longer period of time in order to make sure that company is developing
sustainably. In the following report is continued in context with TESCO which is a retailing
giant headquartered in UK. Various roles and responsibilities of marketing along with its
interrelation with other functions in organisation is discussed. A discussion on marketing mix or
TESCO and its competitor will also be conducted through the help of which marketing plan will
be derived. Marketing plan provides organisation with a pre determined path following which
organisations can effectively fulfil their goals (Perreault, 2018).
TASK A
Important responsibilities and roles in marketing
Marketing process refers to the procedure in which an organisation takes a number of
steps regarding identification customers problems, analysation of customers problems as well as
creation of various marketing materials in order to capture the target market.
Concept of Marketing: Concept of marketing explains that it is necessary for organisations to
analyse various needs, requirements and demands for their customers so that decisions regarding
satisfaction of their needs can be taken.
Trends in marketing: There a number of new opportunities arising in marketing
environment. Organisations are dynamically changing their values and functions in order to cope
up with changing needs of consumers ( Purvis, 2016). TESCO have successfully changed their
promotional style in order to make sure that with the changing market environment the
communication of information about their products and services is done in the best way possible.
They are issuing various loyalty cards to their regular customers. It is necessary to enhance
relationship with customers and also increase customer engagement. This is necessary to retain
the loyal customers and also gain new customers from competitive market.

Marketing process: Below mentioned are four steps that are followed by TESCO in their
marketing process:
 The first step include conduction of surveys in market place by team. All the external
threats and opportunities are analysed which can either bring them profits of save them
from losses.
 Once the survey is finished TESCO gains insight of market and categorises the
customers demand according to their various needs and requirements.
 After identification of customers and categorisation of market a marketing plan to
achieve the vision of organisation is developed in TESCO (Faßmannand Moss, 2016).
 At the end the plan prepared by marketing team is brought into action. It is made sure
that the execution of plan is done accurately to avoid any deviation from required
objectives.
The business of TESCO have drastically grown resulting in the company to be one of the
greatest retailer throughout the globe which employees around 460000 people and have 6800
operating stores. Million of people are served by TESCO every week with the help of offline as
well as online services they are providing to their customers. Even though it has maximum stores
in United Kingdom but company have great market shares in foreign markets including India,
Ireland, China and so on (Nirschl and Steinberg, 2018). The marketing function of company is
one of the major reason behind development and growth of company. Below mentioned are a
number of functions that are fulfilled by marketing department at TESCO:
Finance:Finance is essentially required to carry out any task in an organisation. In marketing
also finance is required. They need to create an estimated budget which will be used by them in
order to carry out all the activities. Major budget is allotted to promotional activities and market
research. It is necessary for marketing department to choose such options which is affordable by
organisation as well as bringing good results for it.
Market Information:The major function of marketing team at TESCO is to study the market fro
information regarding trends, needs and requirements of consumers, competition in market,
strategies of competitors and so on. All the tasks in organisation are dependent upon the
information that is collected by marketing team and then communicated to all other departments
in organisation.