Roles and Responsibilities of Marketing Function

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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