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Roles and Responsibilities of Marketing Function

   

Added on  2020-10-22

16 Pages4261 Words419 Views
Marketing Essentials

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1LO 1.................................................................................................................................................1P1. Important roles and responsibilities of marketing function...................................................1P2. Relation of roles and responsibilities of marketing in wider organisational context............2M1. Roles and responsibilities of marketing function in marketing environment......................2M2. Importance of interrelationship between marketing and other functional units..................3D1. Critical analysis of key elements of marketing function and their relation with otherdepartments..................................................................................................................................3LO 2.................................................................................................................................................4P3. Comparing the application of marketing mix to marketing planning process in differentorganisations................................................................................................................................4M3. Demonstrating the way business goals can be attained through applying different tactics.7LO 3.................................................................................................................................................7P4. A basic marketing plan for organisation...............................................................................7M4. A detailed, coherent marketing plan for organisation..........................................................8D2. Strategic marketing plan to achieve overall marketing objectives.......................................9CONCLUSION..............................................................................................................................12REFERENCES..............................................................................................................................13

INTRODUCTIONMarketing plays the most important role in success of any organisation in today’s era asconsumer’s tastes and preferences are changing at a high pace for the satisfaction of whichcompany performs different marketing activities (Pooler, 2018). Present report is based on thecase given on Top Shop which is a British multinational fashion retailer that is mainly dealing inclothing, shoes, make up items and other accessories having its headquartering in London, UK.With reference to same, there will be discussion on role of marketing and its relation with otherfunctional units. Also, ways in which different firms use elements of marketing mix (7Ps) toattain set goals will be compared. Further, a basic marketing plan for Top Shop will beevaluated.LO 1P1. Important roles and responsibilities of marketing functionMarketing department of Top Shop has major roles and responsibilities to play tomaintain a strong and competitive position in market. Some of them are like:Listening to customer needs – The most important role of marketing function in TopShop is to listen to the needs of customers so that products can be developed accordingly.For the purpose of establishing a marketing strategy, being closer with clients and takingtheir feedback to get aware with their needs is a vital task of this department.Bringing innovation – Another important role played by marketing function of Top Shopis to bring innovation in products offered and keep on developing them on continuousbasis so that customers can be retained in the long run (Grimmer, 2018).Tracking trends and monitoring competition – To track the current and upcoming trendsin market along with knowing the position of company against competition is a crucialresponsibility of marketing department in Top Shop to identify their mistakes and protectbusiness from losses and getting failure.Improving the brand value – One more significant responsibility of marketing functionis improve the brand value of products by using different ways like offering high qualityat reasonable cost or by creating attention catching messages and ideas that will help firmin communicating with customers in the most effective way (Craig, Mitchell andWilkinson, 2018).1

P2. Relation of roles and responsibilities of marketing in wider organisational contextMarketing is interrelated with all other departments of company and without coordinationin between all, to attain the common goal of business successfully is not possible. Roles andresponsibilities of marketing in Top Shop directly relate to the wider organisational context as itis an important function of business which is connected with all other functional units of firm. Itcan be understood as follows:Marketing and HR department – Major role of marketing is to conduct market researchfirst to analyse the needs and wants of customers for which adequate manpower isrequired. For the same, marketing unit of Top Shop needs to communicate with HR(human resource) department in case if they require more members in their team.Marketing and finance department – It is the responsibility of marketing function toplan strategies and make plans for which support of finance department is required as itwill only provide the funds that are required for activities decided to be conducted(Grewal, 2018). In case if firm is planning to give some offers like discounts or buy 2 get1 free scheme then it has to consult with finance unit first.Marketing and operations department – After assessing the needs of customers,marketing department of Top Shop communicates the same to operations unit so thatproducts can be made and delivered accordingly. Profitability of business is the main aimof marketing department which can be made possible by rise in the productivity forwhich operations unit is responsible.Marketing and IT department – Likewise, promotion of products in the form of givingadvertisements through digital medium is also an important responsibility of marketingdepartment for which support of IT (information technology) unit is needed (Kasemsap,2018). Marketing and R&D department – Further, bringing innovation is a vital responsibilityof marketing department of Top Shop which cannot be done without support of researchand development (R&D) unit.2

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