Roles and Responsibilities of Marketing Function

This presentation discusses the various roles and responsibilities of the marketing department and their relation with the wider organizational context.

Marketing Essentials

Table of Contents
 Introduction
 Roles and Responsibilities of Marketing Function
 Roles and Responsibilities of Marketing and their relation with wider organizational
context
 Conclusion
 References

Introduction
Marketing refers to the activities under taken by an organization for the purpose of reaching its
customers in the market. In this presentation, there will be discussion of the various roles and
responsibilities which the marketing department needs to play. Also the analysis of roles and
responsibilities of marketing department and their relation with organizational context will be
discussed.

Roles and Responsibilities of Marketing
Function
The marketing department of an organization has various roles and responsibilities which are
required to be fulfilled in an effective manner. These are explained as follows-
Identification of consumer needs- It is quite important to be able to identify the consumer
needs in order to be effective. This is very much essential if the company is required to meet its
goals and objectives.
Tracking of trends and monitoring competition level- It is important for the marketing
department to be able to track the trends which are going on in the market and monitor the
competition level effectively and efficiently.
Work and brand values- For a company, it is important that it develops its work and brand
values.

Continued...
Searching for new marketing tools- In a firm, it is crucial for the managers to be able to search
for new marketing tools.
Coordination of efforts- Marketing department has to ensure that the efforts are coordinated
properly which will help the organization a lot in order to be able to help them in achieving
goals and objectives.
Innovation- Innovation is quite essential nowadays in order to sustain in a competitive market
because the customers have dynamic needs and requirements which keep on changing.

Continued...
Communication- In a firm, there can be multiple departments. These are Production, HR,
Finance, Marketing, Sales etc.
Improvement of sales processes and customer- In an organization it is very important for the
marketing department to be able to improve the sales processes and respect the feelings of the
customers.
Management of budget and calculation of ROI- In a firm, the requirement from the marketing
department is to manage the budget and calculate the ROI of the various products and services.

Continued...
Defining of strategic marketing plans- In a company, there is a requirement from the
marketing department so that it is able to frame a strategic marketing plan which will help in the
proper execution of the strategies.

Roles and Responsibilities of Marketing and
their relation with wider organizational
context
Marketing Environment refers to a combination of different types of external as well as internal
factors which are required to be considered by the marketing department of Tesco so that they
are able to make sure that they can earn sustainable profits in the future time period. The roles
and responsibilities of marketing department in relation with marketing environment are as
follows-
The components of marketing environment are as follows-
Micro Environment- It refers to the environment which is closely linked with the organization
and thereby affects its activities. The various forces which operated under it are as follows-
Suppliers- These are the people which provide the inputs to the organization for the production
of goods.
Marketing intermediaries- They refer to the people which help the firms in maintaining a link
with the customers.

Continued...
Customers- They are the ones who drive the sales revenues and the profitability of the
organization.
Competitors- For any organization, it is crucial to identify the strategies which are adopted by
the competitors.

Continued...
Macro Environment- It consists of those factors which are external in nature and have an
impact on the operations of a particular organization. In the context of Tesco, it is quite crucial
that its marketing department is able to consider these factors and thus this will help them in
achievement of the goals and objectives. The components of macro environment are as follows-
Demographic environment- It refers to an analysis of the overall demographics which can
impact the marketing plans of a firm.
Economic environment- It consists of economic forces which can create an impact on the
marketing plans of a particular firm.

Continued...
Natural environment- It refers to the natural forces which are required to be considered by an
organization for the marketing plans.
Socio-cultural environment- It means the social and cultural forces which are there within a
society.
Technological environment- It refers to the technological forces which are quite dynamic in
nature and can keep on changing constantly.
Political and Legal environment- It means the pace at which political situation and the legal
situation and keep on changing and the way impact can be put on the organizations.

Interrelation between Marketing and Other
departments
Marketing and Finance- Marketing department can interrelate with the Finance department
because it needs funds in order to make sure that it is able to properly market its products
and services within the market.
Marketing and Production- Marketing department is required to cooperate and coordinate
with the Production department so that the produced goods can be marketed in the right
manner.

Marketing and HR- Marketing department of the organizations is required to cooperate and
coordinate with the HR department.

Marketing and Operations- Marketing department of the firms is required to make sure that it
is able to work in a proper manner with the operations department.

Conclusion
From the above presentation, it can be concluded that marketing plays an important role for
the organizations. It is thus crucial for the managers to consider the strategies and tactics
which they are adopting for it for achieving success in the market.

References
 Braciníková, V. and Matušínská, K., 2017, December. Marketing mix of financial services
from the customers perspective. In Forum Scientiae Oeconomia (Vol. 5, No. 4, pp. 36-48).
 Uncles, M. D., 2018. Directions in higher education: A marketing perspective. Australasian
Marketing Journal (AMJ). 26(2). pp.187-193.

Thank You