The Key Roles and Responsibilities of Marketing Function PDF

Marketing essentials

Table of Contents
INTRODUCTION ..........................................................................................................................1
P1 Explain the key roles and responsibilities of the marketing function ...................................1
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context ........................................................................................................................................4
M1 Analyse the roles and responsibilities of marketing in the context of marketing
environment.................................................................................................................................5
M2 Analyse the significance of interrelationship between marketing and other functional units
of the organisation ......................................................................................................................6
D1 Critically analyse and evaluate the key elements of marketing function and how they
interrelate with other functional units of the organisation ........................................................7

INTRODUCTION
Marketing is defined as the management and study of exchange of relationships.
Marketing is the business process of creating and developing relationships with customers by
providing them good products and services. This is defined as the activities that are done in an
organisation for promoting selling and buying of different products and services. The
professionals of marketing who are working in the organisation have the responsibility to
promote the buying and selling of product. Marketing consists of selling, advertising, delivering
and promoting the products and services to the customers. Marketing can be explained as a
discipline that includes various actions which an organisation has to perform for maintaining
good relations with a customer. The main objective of a marketing department is to match
products and services of the company who are in need of these products. The marketing
department of a company is linked with other different departments so that company can work
effectively in promoting products and services of the company. This report will help in
understanding the concept of marketing and the company which is used for analysing the
marketing concept is Cadbury. This is a British multinational confectionery company that is
owned by Mondelez International since the year 2010. This is the second largest confectionery
brand of the world. The headquarters of this company are located in Uxbridge, London. This
company operates in around more than 50 countries. This report consists of key roles and
responsibilities of the marketing department and how marketing functions help an organisation to
build customer relationship. This includes different ways by which various organisations apply
the marketing mix to the marketing planning process and attain the goals and objectives of the
company. At last this report includes a marketing plan for Cadbury which will include launch of
a new product of this company in market.
P1 Explain the key roles and responsibilities of the marketing function
The marketing function is defined as the role of an organisation that helps in identifying
and sourcing successful products and services for the company. This helps a company in
promoting their product and services in an effective manner. The various functions of marketing
are market research, product plan, development process, sales, promotion, customer service,
finance, etc. The marketing function consists of different roles of business organisation. Al the
functions and operations of a marketing department are responsible for growth and development
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of the company. The key roles and responsibilities of marketing function in Cadbury are market
research, product development, distribution, planning, selling, promotion, communication, etc.
The roles and responsibilities of Cadbury's marketing department are listed below -
Roles of marketing
Defining and managing the brand – Cadbury is a well known brand around the world.
The marketing managers of Cadbury have worked hard for promoting and making products of
Cadbury famous across the world. Defining and managing a brand name is an essential part of
the company and this includes defining what is the brand about and how product will help an
individual. Cadbury is a chocolate company and thus it focuses more on cravings and need of
children, youngsters and adults for chocolate and chocolate products.
Conducting campaign management for marketing initiatives – The marketing
department of a company is involved in promoting and advertising various products and services
of the company. Several campaigns are performed by Cadbury for promoting its chocolates
effectively. The marketing department of Cadbury identifies the products and services for
focusing on various aspects like sales cycle and producing materials and communication.
Producing marketing and promotional materials – The marketing department of
Cadbury should create materials which will help in explaining and promoting core products and
sources. The marketing managers of Cadbury are kept up to date for knowing the products and
services needed by customers.
Creating content that provides search engine optimization for website – A website is
defined as the first place nowadays on which people get information about the product or service.
Thus, it is important for the marketing department to update information about the product on
website to attract more number of customers. Cadbury uses attractive colours and funny
animations for making it's company's website attractive. The marketing department of Cadbury is
responsible for keeping current content on web.
Monitoring and managing social media – The marketing department must contribute in
managing and maintaining the social media related to company. This also manages social media
accounts and keep on updating the latest news about new product of Cadbury.
Producing internal communications – The employees and workers of the company must
understand value, goals and priorities of the organisation. The marketing department of Cadbury
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is responsible for communicating with employees and telling them about the actual needs of
customers.
Serving as media Liaison- The marketing managers of Cadbury are generally termed as
spokesperson of the company. These people guides executives fro how to respond if there are
any queries of customers.
Conducting customer and market research - It is essential for marketing managers to
conduct a research in market before launching a new product in market. An effective research is
helpful for defining the target market and opportunities of product in market. This alos helps in
understanding how product of the company is perceived.
Overseeing outside vendors and agencies – The marketing managers of Cadbury are
responsible for managing and selecting agencies and vendors that produce marketing materials
and provide marketing support. This consists of print vendors, web providers, agencies and
specialists, etc.
Responsibilities of marketing
There are several responsibilities of a marketing function in an organisation. The various
responsibilities of marketing department are increasing sales and revenue of the company,
increasing growth and development of the company and increasing market share of the
organisation. In context of Cadbury, the responsibilities of marketing function are listed below -
Making an effective marketing strategy - The marketing department of the company
ensures that good strategies are made in the company for promoting and advertising product in
an effective manner. The marketing managers work towards achieving the goals and objectives
of the company by selling and promoting products to potential customers. The marketing
department of company makes several strategies for entering into the new sector, opening an
effective channel of distribution and reaching a wider geographical market area.
Fixing price of product – The marketing manager of Cadbury is responsible for setting
price of the product offered by the organisation. Price is defined as the monetary value of a think
or product. The marketing managers of Cadbury set affordable price to products so that every
individual will be able to eat chocolates offered by Cadbury. Various pricing strategies are
offered to products of Cadbury. In the present scenario, the marketing managers of Cadbury are
thinking of increasing the sales of company so they keep price of their chocolates slightly lower
than their competitors. This helps Cadbury to increase the market share of the company.
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Market research – This is an essential responsibility of marketing department. An
effective market research is required in the company for increasing sales of the company.
Research is helpful for Cadbury to identify opportunities n market and analyse the needs and
demands of customers. There are several competitors of Cadbury in market thus it is important
for this company to do a perfect market research for increasing the customer base. The research
by finance department of Cadbury is helpful in making effective decisions for budget of strategy
and plan of the company.
Sales of the product – Another function of marketing department is creating and
developing products and services of the company according to the needs and demands of
customers. A company requires effective marketing strategy for developing a good image of
brand in market. This also helps in increasing the awareness of needs of customers in market.
The customers of Cadbury are attracted by using different promotional tools like offers,
discounts, personal selling, etc. Cadbury focuses on availability of stock of products with
suppliers and retailers. This is done so that customers do not switch to other chocolate brands.
P2 Explain how roles and responsibilities of marketing relate to the wider organisational context
The roles and responsibilities of marketing are essential in order to achieve organisational
goals and objectives. If the marketing function of a company is working effectively then, there
are no problems for a company to enhance it's market share. The roles and responsibilities of
marketing are important in any organisation. Marketing is an important function that is used for
managing ans handling the operations related to advertising of promoting the products of the
company in an effective manner. The main objective of Cadbury is to provide quality products
to customers which will help in increasing sales of the company. The interrelationship between
of various departments of cadbury with marketing department are given below -
Marketing and Production Department: Marketing department of Cadbury gathers
data and information about needs and demands of customers so that it will circulate this
information to production department. The production department is instructed to make products
according to the needs of customers.
Marketing and Finance Department: In Cadbury it is important for finance department
of the company to provide an appropriate budget so that marketing plan can eb implemented
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effectively. The marketing department helps finance department for setting prices of their
chocolates and other products.
Marketing and Human Resource Department: The main objective of human resource
department is to recruit and hire new and talented employees that can help in increasing
productivity and profitability of the company. The marketing department of Cadbury helps
human resource department by giving them details about skills and knowledge required in an
employee. The Human resource managers of Cadbury helps marketing department for
increasing the volume of sale by hiring a right candidate for the right position. The human
resource manager of Cadbury use different promotional tools and techniques for hiring best
candidate towards their vacant position. Moreover, the marketing department and human
resource department of Cadbury communicate with each other for achieving the goals and
objectives of the organisation. The common purpose of both the department is growth and
development of business. Along with this human resource department using marketing
techniques for inspiring employees or workers for enhancing profitability and productivity of the
organisation.
M1 Analyse the roles and responsibilities of marketing in the context of marketing environment
A marketing environment is defined as the combination of external as well as internal
factors and forces that affects the ability of an organisation to establish good and healthy
relationship with customers. Different organisations have various macro and micro factors that
affect business. The marketing department of Cadbury has to work effectively depending on the
internal and external factors of different countries. At some countries the marketing managers
have to use a good communication that will help a company to gather more customers for trying
their products. It is important for sharing information and data about the needs and demands of
customers in an effective manner. The marketing managers of Cadbury take responsibility to
satisfy their customers by providing them quality chocolates in every place where they are doing
business. It is good for managing and handling market environment so that effective promotions
and advertising can be done for the product. The marketing managers of cadbury are responsible
for organising various campaigns and promotions to promote chocolates of Cadbury in effective
manner.
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M2 Analyse the significance of interrelationship between marketing and other functional units of
the organisation
The marketing function of a company is responsible for managing and handling the
promotions and campaigns so that a lot of customers are engaged in using product of the
company. The main objective of a marketing department is to attract a lot of customers and
increasing the sales of the company. In context of Cadbury the marketing department of the
company is interrelated with other departments of the organisation to fulfil the goals and
objectives of the company. The marketing function of Cadbury is interrelated with other
functional units of the organisation. The key elements of marketing functions are described
below -
Research- The marketing plays an important role in business. This is most important
function of marketing as without an effective research it is not easy for the business to get
valuable information about needs and demands of customers.
Strategy – When useful data and information are collected, it is easier for company to
analyse strength and weakness of business operations. The processed data of research will help
to make various strategies and plans that will help in utilising resources of company effectively.
The strategies and planning after research are important as they help in knowing the actual needs
of a customer.
Planning- When a successful research is conducted and strategies are made for growth
of marketing, then next function is planning process. The marketing department consists of
distribution, sales figure, communication, financial planning , etc. the planning process of
Cadbury will help in analysing effective strategies that will help in converting organisational
goals into success.
Tactics – Another key roel of marketing function of Cadbury is tactics. These are small
and short term plans that are implemented for attracting target customers. This includes limited
period of time that offers promotional boost for the marketing plan of Cadbury. Some of the
tactics used by Cadbury products are Buy one Get one free, combo packets of chocolates, Boxes
of chocolates, etc. Tactics is concerned about initila pressure from the rival companies and
increasing sales and profits of company.
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D1 Critically analyse and evaluate the key elements of marketing function and how they
interrelate with other functional units of the organisation
The marketing function is closely linked with different functional units of business
organisation. The finance department of an organisation is connected by the marketing
department of company as it requires an appropriate budget for implementing marketing plan.
The marketing functions need economic resources for implementing, planning, researching and
evaluating marketing strategies of business. The marketing of a product cannot be done
effectively if there is no proper communication or financial management in the company. The
functions of marketing are linked together with other departments of company for enhancing the
efficiency of company. Marketing functions need accurate description of from production
department to make good products. The Human resource department of a company is also
helpful for marketing department. The marketing managers require HR department for hiring
skilled and knowledgable employees who will help in achieving the goals and targets of sales
and marketing in less time. Marketing department takes economic help from finance department,
human resources from HR department and logistics from distribution network, etc.
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