Roles and Responsibilities of Marketing Function

This document discusses the roles and responsibilities of the marketing function in an organization. It explores how marketing relates to other departments and its importance in achieving business objectives. The document also covers key elements of the marketing function and their significance.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Responsibilities and roles of marketing function..............................................................1
P2 Roles of marketing relate to wider organisational context................................................4
M1 Roles and responsibilities of marketing...........................................................................5
M2 Importance of interrelationship between marketing and other functions........................6
D1 Key elements of marketing function................................................................................6
TASK 2............................................................................................................................................6
P3 Various organisation apply marketing mix to marketing planning...................................6
M3 Various tactics applied by enterprise to achieve business objectives............................10
TASK 3..........................................................................................................................................10
P4. Evaluation of marketing plan for Nike..........................................................................10
M4 Marketing plan for NIKE...............................................................................................12
D2 Use of 7Ps to achieve marketing objectives...................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is known as the process of study and manage exchange relationship. Mainly
this tool is by large enterprises to create, retain and satisfy the consumers. Today this is known as
one of the most significant function of every enterprise (Al-Ekam, and et. al., 2012). Various
communication tools are use by manager of entity to make the customers aware about its
products and influence them to buy the same. This is the only function which provide
opportunity to manager to communicate with target audience. For achieve success it is very
significant for marketing manager to use right market approach. One of the main advantage of
marketing is that it support firm in increase its sales. Create and maintain good relation with
customers is very important for an entity to achieve its marketing objectives (Baker and et. al.,
2016). Market is the place that offer a platform to both sellers and buyers. For increase sales,
sellers requires to effectively use various marketing and advertising strategies to increase
awareness about its products and services. A marketer take various decisions for formulate
marketing plan. For that marketing mix is a plan that provide an opportunity to marketers to
identify and various elements related with the products for take right decisions. Nike is firm that
operate in footwear industry. Organisation design, develop and market apparel, footwear and
accessory products (Mihart, 2012). Basic roles and responsibilities of marketing function and its
relation with organisation on a wide context is all given in this report. Major components of
marketing mix and its application by different enterprises is all mentioned in this.
TASK 1
P1 Responsibilities and roles of marketing function
In today's business environment, marketing is known as one of the most important
function of every organisation. Various activities carry out by this department largely affect the
growth and success of entity. Distribution system, product development, sales, human resource
department, market research, analysis and strategy management is all come under the marketing
function. All these functions are carry out by enterprise to increase growth and success rate of
product. Promotion, financing, pricing, selling, distribution, MIS and product all are known as
major functions perform by marketing department of firm. It is very essential that all these
functions should be perform by entity in an effective manner as this help in attract more number
of customers (Bastable, 2016). Mainly this provide an opportunity to organisation to serve
number of consumers and increase the number of its profits. By perform all these functions in an
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effective manner Nike can increase its customer base and at the same time increase the number
of its profits. Major roles and responsibilities perform by the marketing function of Nike can be
understood by the following points: Product: This is known as the final offering of firm to its customers for satisfy their
needs and requirements. Basically it is a combination of both tangible and intangible
features which attract so many customers towards company product (Berkowitz, 2016).
For manufacture and offer a featured products to its customers, marketing department of
firm remain responsible to carry out research and to identify the main featured which
must be there in a product so it can attract more number of customers and at the same
time can satisfy their needs. Marketing manager collect information about the needs,
behaviour, requirements and attitudes of consumers as this help in manufacture products
as per the specific requirements of consumers (Moons and et. al. , 2010). All this increase
customer base of entity and support in retain them for a long time period. Further, this
increase profits of company and ensure its survival in market for long tie period. Selling: This is another most significant role of marketing function of firm. Mainly,
selling is the process of hand over the final goods to customers in an efficient manner.
This make the experience of customers positive and at the same time encourage them to
buy again. Under this, various tools and techniques available to distribute the products
and service are identify and examine by marketing manager. After that manager choose
the cost and time effective method as this increase convenient level of individuals and
contribute in positive buying experience (Baker and Magnini, 2016). Effective use of
available tools increase market share of entity and at the same time contribute in
satisfaction of customers. Further, do many tactics are develop and implement by
manager to make the purchase process of consumers more easy and effective. Pricing: This is known as the monetary value which a firm charge from its customers in
exchange of its products and services (Brychkov and et. al., 2017). Final price of the
product is determine by manager by examine various cost such as labour, wages and raw
material require to manufacture final product. After that manager decide the final price of
product and charge same from consumers. This support firm in generate profits and cover
the cost involve in production process of product. Various efforts are done by entity to set
a lower price of its goods as this support in attract more consumers and at the same time
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help in retain them for a long time period. Mainly right price of product help firm in
generate more profits and at the same time support entity in achieve customer
satisfaction. Promotion: Marketing department of organisation is mainly known for the promotion
activities perform by it. In this, manager first identify the various tools of communication
available and then examine all to identify the best tool. After that communication tool or
mix of tools are use by manager to make the consumers inform about goods and service
offer by company. Personal selling, publicity, public relations, advertising and sales
promotion all are the major channels of promotion (Cabrera and Williams, 2014).
Manager formulate strategies and apply tactics to use these tools in an effective manner
so more number of customers can be encourage to purchase company's products.
Effective use of promotional tools increase the sales of company's products and directly
increase its profits. For generate more revenues, it is very essential for Nike to use
communication or promotional tool in adequate manner. Cost effective channels help
entity in carry out promotion in effective way with minimum cost. Financing: Every enterprise require financial tools for carry out business functions and
activities in adequate manner. Lack of funds create unnecessary obstacles in business
process and decrease effectiveness of its functions. Proper funds are essential for carry
out business functions and to reach set goals and objectives (Campbell and Martin,
2015). Adequate amount of funds ensure completion of all business activities in time.
Various sources are there through which firm can raise funds for complete business
functions. This smoothen business process and support organisation firm in satisfy needs
of customers in adequate manner. Distribution: This highlight the process of transfer goods from ware houses to all near
stores of customers. So many distribution channels are there that can be use by manager
for distribute its goods and services. Manager analyse the available channels and choose
the best and cost effective distribution channel (Caragher, 2016). Cost effective channels
help firm in maintain low prices of its products and at the same time ensure timely
delivery of products. Availability of company's goods near all supermarkets increase sale
of its goods and services and increase its market share. It is very essential for manager of
Nike to examine all available distribution channels and choose the best and effective one.
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 MIS (Management information system): Various functions are there which perform by
marketing department of a firm. One of the important function of marketing department
is to carry out various type of research for collect information about the trends of
markets, needs, requirements and behaviour of customers (Dibb and Simkin, 2013) .
Different systems are use by manager to analyse and store the collected information for
future use (Desai, 2013). This support manager in take informed and better decision
related with business process which increase effectiveness of business process. All this
contribute more in success and growth of company.
All these are the major roles and responsibilities of marketing function of a firm. It is
very essential that all these should be carry out and perform in an effective manner. With this,
Nike can offer better and featured products to its target market. Along with this, firm can
generate more profits as compare to its rivals.
P2 Roles of marketing relate to wider organisational context
Various activities and functions are perform by marketing department that contribute a lot
in success and growth of firm. Manager of marketing department perform various roles and
responsibilities for increase the sales of its products and attain set goals. Concept of marketing is
a wider one various activities are include under this that are further related with various other
functions perform by entity. Actions taken by marketing department impact on process and
activities of other department which impact on final profits of firm. It is very essential for
marketing manager to consider interrelationship while formulate business plans and set
marketing objectives. Relation of marketing function with wider organisational context is given
below under the following points: Marketing department with operation department: Manufacture of products and
services to offer the same to final customers is the process which is execute by marketing
department of firm. Activities perform by operation department are link with the
activities carry out by marketing department (Dibb and Simkin, 2013). For example:
marketing department carry out research to understand market condition and situation.
After analyse the collected information, marketing manager guide the operation manager
about the specific changes require to be done in the firm's products and then necessary
changes are incorporate in offering of entity.
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 Marketing department with finance department: For attract more number of customers
towards its products and services various promotional activities are done by marketing
department. For this marketing department of NIKE require to have adequate amount of
funds and various financial resources. Proper funds ensure completion of business
activities in time and at the same time support in serve its customers in effective manner.
Lack of funds create delays so it is very essential that there effective communication
between manager of these department (Griffitts, 2016). In this which, manager of finance
department can formulate proper budgets and at the same time marketing manager can
perform its various functions in an effective manner. HR department with marketing department: HR department is known as one of the mist
significant department of an enterprise as this undertake process of recruitment and
selection for fill vacancies at workplace. Proper training is given by HR manager to
develop their skills and enhance their knowledge. This help in manufacture quality and
featured products as per the requirements of consumers. All this support marketing
manager in promote company's products and services in effective manner. R&D department with marketing department: Manager of research and development
department carry out various type of research to understand market conditions and to
identify about the features which help in satisfy the needs of customers and attract them
towards company's products. After collect and examine the available information
marketing manager formulate better and effective policies. This support firm in achieve
its set goals and objectives and help in generate more profits.
 Marketing and sales function: Activities of both marketing and sales department are
highly interrelate with each other (Hoeffler, Herzenstein and Ginzburg, 2015).
For example: when marketing department carry out various promotional activities in an
effective way then it help in persuade large number of customers towards company's goods and
services.
M1 Roles and responsibilities of marketing
Marketing is known as one of the most essential and important function of every
enterprise because various communication tools are use by manager to interact with target
customers. Major functions perform by marketing department of entity are product, price,
selling, distribution, MIS, and financing. It is very important that all should be well perform by
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marketing department of NIKE. With this, entity can achieve its set goals and objectives and can
earn more profits as compare to its rivals. By execute all marketing activities in adequate manner
NIIKE can create the demand of its products in market and can attract more number of customers
towards its goods and services.
M2 Importance of interrelationship between marketing and other functions
Various functions are perform or execute by an enterprise. From all those functions,
marketing is known as one of the wider and most important function (Illing and Anders, 2016).
Large number of activities are perform by this department that are interrelate with the activities
perform by other major departments, for example: activities of marketing and sales department
are interrelate with each other. It is very important for marketing manager to consider
interrelationship among various function as this help in formulate a better and effective
marketing plan and ensure optimum utilisation of all communications tools and techniques.
Production, human resource, finance, research and development all are the major functions
interrelate with marketing function of entity.
D1 Key elements of marketing function
Marketing is known as the process of create demand of company's product in market.
Large number of promotional tools are use by organisation to persuade customers to buy
products offer by firm. This department carry out research for collect information about the
market trends, purchase patterns of consumers, strategies use by its rivals and many more
(Nguyen and Simkin, 2012). After that manager analyse and store that information for future use
and to take informed decision. Further marketing plan is formulate by marketing manager to
achieve its sales objective. Planning business actions, formulate strategies and implement the
same is all are the major components of marketing function (Berkowitz, 2016).
TASK 2
P3 Various organisation apply marketing mix to marketing planning
Marketing mix a popular tool and technique which is use by firms for formulate
marketing plan and to implement the same in an effective manner. Products, price, place and
promotion are the basic elements of this concepts (Kennedy and Parsons, 2014). People, process
and physical evidence are the extended factors of marketing mix. These are known as 7 Ps of
marketing mix.
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NIKE is depend on the tool of marketing mix to increase number of its profits and to
achieve growth (Brychkov and et. al., 2017). Mainly marketing mix is a combination of various
strategies and tactics use by a firm to carry out its marketing plan with various variables that are
product, price, place, promotion, people, process and physical evidence (Martin, Campbell and
Harmsen, 2014). Components of marketing mix use by NIKE concern with company's target
market around the world. Consider firm's success in international market, components of
marketing mix play an effective role in success and growth of firm. Factors of marketing mix
cover the major strategies and tactics use by firm to maintain its position in international market
for footwear and apparel (Lancaster and Massingham, 2010). Application of major factors of
marketing by NIKE and Adidas can be understood by the following points:
Basis NIKE Adidas
Product Growth of Nike come with the changes
introduce by entity in its product mix.
This factor of marketing mix highlight
the outputs and offer provide by firm to
its target customers. Shoes, accessories
and apparel are the major categories that
the product mix of Nike. For all these
products sports shoes are the most
popular products of Nike. Firm has added
various product lines in this category
through various years (Lane, 2014). For
example, Nike offer tennis shoes,
running shoes and different type of sports
shoes including cricket shoes. In addition
to this firms also sells apparel such as
shorts and various other products.
Accessories and equipment are also
include in product mic of Nike. All these
products and services are involve under
various brands such as Nike, Nike+ and
Adidas has different products and
footwear is one of the major product of
this. Footwear of its comes in different
style and design one of the main feature
of this is that its footwear is robust and
athletic (Mihart, 2012). Other major
products of Adidas are its accessories
and apparel. Its products are in great
demand. One of the main focus of
Adidas is to offer offer best footwear
to all its customers which has the
combination of design and technology.
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many more.
Price Value based pricing strategy is use by
Nike to achieve a increase in its sales and
profits. This component of marketing
mix identify the price company charge
from its customers to maximise its profits
and to enhance its market share. One of
the main feature of firm is that it consider
perception of consumers about the value
of its products. This is used to ascertain
the maximum price which consumers are
ready to pay for company's products
(Malhotra, Birks and Wills, 2013). In
year 2014, firm increase the selling price
of its products and generate huge amount
of profits. Overall, pricing strategy based
on the value is successfully use and
implement by firm to increase the profits
of firm.
Skimming prices are use by Adidas due
to its specific design and style. Further
competitive pricing is use by firm by
keep its competitors in mind. Major
rivals of firm are Nike, Puma and
Reebok. In the starting phase of its
products skimming price strategy is
use by firm (Moons and et. al. , 2010).
Place Nike sells its apparel, shoes and
equipment through various outlets.
Mainly this factor of marketing mix
highlight the places where products of
company are sold and distributed
(Nguyen and Simkin, 2012). Retailers,
Nike's official online store and Niketown
retail outlets are the major places. From
all these places retailers are the most
important place where products of Nike
are sold. Further customers can buy
Retail outlets is one of the major way
through which firm sell its products.
Further, Adidas has its exclusive stores
where material is offer directly form the
organisation (Ogunmokun and Tang,
2012). Various multi brand showrooms
also display footwear and apparel of
Adidas.
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firm's product through online sites.
Promotion Nike is largely depend on effective
promotion of its various products and
services to maintain its strong and
positive brand image. Major tactics that a
firm use to communicate with its target
market is come under this element of
marketing mix. Personal selling,
advertising, sales promotions, direct
marketing and public relations are the
major tools use by Nike for carry out its
promotional activities (Martin, Campbell
and Harmsen, 2014). Form all these tools
advertising is one of the significant tool
that help in attract more number of
consumers towards its products and
services. Further, personal selling is use
by firm to persuade large number of
individuals. In addition to this, special
offer and discounts also use by firm
occasionally to influence more
individuals.
Various marketing tools are use by
Adidas to promote its goods in market.
But major promotional function of firm
are depend on its television
(Ogunmokun and Tang, 2012). Firm
has a creative team that know how to
develop creative ads which help in
attract so many customers.
People Firm has a skilled workforce with
creative skills which help in develop
featured products and services to its
customers (Papasolomou and
Melanthiou, 2012). This help in attract
more number of customers and support
in generate more number of profits.
Employees with creative and time
management skills support Adidas in
complete all business activities in time.
Process Company use a simple and effective Systems and processes use by company
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process to undertake production of
footwear which help in maintain
efficiency of production process and help
in offer quality products at lower prices.
impact on execution of various
functions. Effective and well tailored
production process support firm in
maintain the price of its products low.
Physical
Evidence
This indicate the infrastructure use by
firm for carry out its business process
and to hand over the final products and
services to target customers.
Proper strategies and policies use by
management to control its operations
and business activities (Perreault,
2010).
M3 Various tactics applied by enterprise to achieve business objectives
Tactics means the action or the strategies which are used by organisation to make certain
goals so that company can achieve its short and long term goal easily .In big organization, or
company these are taken by board of directors. These are used by junior officers and employees
to make proper decision on time. These can be in the from of time and location tactics. Time are
in the form of first mover and second mover which help in deciding the time for achievement of
result of company on the basis of time (Scarborough and Zimmerer, 2011). Location are in the
form of offensive and defensive strategies which help in taking competitive advantages with
competitors. These are plan and procedures which help in promoting the result of company.
These are used in military forces to achieve the battle from the enemies. Marketing department is
also apply various tactics in achieving the results. Nike also achieve tactics to achieve the results.
TASK 3
P4. Evaluation of marketing plan for Nike
Marketing plan is plan which consists of vision,mission and objectives and goals. It also
includes segmentation, targetting, positioning strategies and SWOT analysis. It is essential so
that company can capture more consumers. Through this firm can earn more revenues and can
increase market share (Wieser, 2012). Marketing plan of Nike are-
Vision: There is a particular vision of the company. It is important so that company can
survive in market. Their vision is to help customers and to earn more profits. They have to
provide good quality of services to all users (Cabrera and Williams, 2014). So hence it has to
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select qualified employees so that it can earn more revenues. Through this they can sustain their
business.
Mission: Their main vision is to bring innovation in the world so that it can bring new
ideas and can create good reputation and status of company (Dibb and Simkin, 2013). They want
that they produce such good and shoes so that they can inspire others. Hence as a result they can
maintain good image and high reputation in market as well as in front of all users.
Objectives and goals:
 It's main objective to capture many consumers and to earn more profits. So hence it lads
to increasing of market share.
 It main objective is to bring innovation and thus it can increase the revenues.
 Main goal is to bring sustainability in market. So hence it can increase its image and
business.
STP Analysis-
Segmentation: Segmentation is the basis through which population can be segmented. It can be
segmented on different criteria such as age,sex, religion,income and population. Nike mainly
segmented the market on males and females (Desai, 2013). As its goods are very famous so
hence it can produce goods according to customer needs and wants. They are aged between 15 to
35. So it is a good method as then only it can target the customers and create positioning
strategies. They can also segment the market on other basis such as high,medium and lower
customers and it has different income levels.
It can also segment customers on psycho-graphic basis such as lifestyle as all people have
different perception and attitude. Second is dependent such as children, pre family and late
parents. Hence as a result it can divide customers on different basis such as geographic
segmentation such as region,cities and villages.
Targetting:
It can be targetted to many consumers. But it is mainly targeted to males and females
between 15-35. As such groups used to prefer the new fashion trends in easy and better frame
which facilitate them to grow and diversified their number of operations as well. Targets of this
consideration used to work as one of a major aspect on which management need to work in
better and efficient manner (Caragher, 2016). These target group belong to new market area
where they could target them and deliver their product and services. Although, they could clearly
11

define their number of customers between such age group so that products used to get
manufacture as per their needs and wants. This will support Nike to gain market share and please
every number of user with similar dignity and respect of product and services in better and
suitable manner.
Marketing strategy: Marketing strategies are a core part of business which need to
understand in better and supportive manner (Cabrera and Williams, 2014). Such strategies and
framework enable in maximising business and its working so that better and suitable gain
suppose to be gain. By following such strategies, business could become able to generate and
optimise their profit at a level of extent where chances of deriving better and suitable gain
suppose to become possible in tenure. Although, such strategies define that products and services
need to modify as per the requirement of each and every second user for deriving better and
suitable outcome in nature (Brychkov and et. al., 2017). Hence, business will going to adopt the
innovation approach in better frame which assist them in maximise sales and revenue by 20%
which required to followed up in definite manner of course. Such strategy need to followed up in
better manner and required to execute in definite course of time which stated for Nike as follow:
Execution: This is considered as foremost step and as per this, it is required for manager
to apply strategies into business procedure; therefore, they will be able to complete entire work
with an effective as well as efficient manner. Along with, it is essential for them to develop
products and services by implementing new methods (Moons and et. al. , 2010). As this assists to
gain attention of numerous individuals towards them. In this manner, they will be able to attain
coveted targets and goals effectually. Therefore, sales and in addition production of enterprise
will get enhanced. Hence, they will gain maximum profits and market share in a proper way.
This will assist them to take benefits from rivals in marketplace.
Evaluation: As indicated by this, it is required for superior to evaluate entire
methodologies as well as techniques within limited period of time. This will aid to know its
appropriateness and effectiveness. By evaluating this, manager will determine deviation into
working procedure (Bastable, 2016). To reduce this, many kinds of strategies as well as policies
will be developed by superior. Along with, sales and profits need to examine properly and for
improvisation of this, certain policies will be developed by employer. As a result, they will be
able to maintain sustainability at marketplace for maximum period of time.
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M4 Marketing plan for NIKE
Marketing plan is formulate by manager of marketing department so entity can attain its
set marketing objective (Mihart, 2012). To develop a effective marketing plan, it is very essential
for manager to take help of various tools such as SWOT and PESTLE. This make the enterprise
aware about the current trends exist in market which help in take better decision. it is very
important for manager of NIKE to analyse the effectiveness of various tools use for to develop
marketing plan in order to determine the areas of improvement.
D2 Use of 7Ps to achieve marketing objectives
Marketing plan is written document which help in making blueprint of of business .This
help in outlining the tactics and marketing strategies. Nike owner is also included these plan as
part of their business plan to achieve their goals on time. Various element of marketing mix
support manager in setting the price of product which encourage the people to choose company
offering (Baker and et. al., 2016). Seven P's help in marketing plan to determine the price of
product, place of product launching according to want of customers, promotion tools which help
in promoting the product to attract more customers towards their brands so that they buy more ,
people are the other mode through which company can retain those customer who are loyal with
their brand,process which help in delivering goods and services to its customers on time so there
is no delay in production and physical evidence which provide proofs which organisation keep
its promise because these are the views of customers point of views (Mihart, 2012). Nike is
follow all the seven P's in their system to achieve better growth.
CONCLUSION
From the given project report, it can be summarised that for achieve success, it is very
essential for firm to carry out its marketing process in an effective manner. With this it make
large number of customers inform about its products and at the same can encourage them to
purchase the same. For achieve its set goals and objectives, every organisation formulate
marketing plan and it is very essential that Nike should have adequate amount of funds and
financial resources. This ensure effective execution of business activities and help in better
satisfy the needs and requirements of its customers. Marketing mix is a tool which is use by
manager for carry out its business activities. All elements of marketing mix require to be
effectively use by firm as this support in attract more number of customers and at the same time
ensure in utilise all available resources to an optimum level.
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