Roles and responsibilities of marketing

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
P1 Roles and responsibility of marketing function.....................................................................1
P2 Roles and responsibility of marketing relating to the wider organisational context..............3
M1 Roles and responsibilities of marketing in context of marketing environment....................4
M2 Significance of interrelationship between marketing and other functional units.................5
D1 Key elements of the marketing function and their interrelation with other functional unit..5
TASK2.............................................................................................................................................6
P3 Ways in which different organisation apply various market mix..........................................6
M3 Different tactics applied by organisation to achieve business objectives.............................8
D2 Strategic marketing plan that uses Marketing mix in order to achieve its business
objectives.....................................................................................................................................8
TASK 3............................................................................................................................................9
P4 Produce and evaluate basic marketing plan for an organisation............................................9

M4 Produce a detailed coherent evidence based market plan for an organisation...................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is understood as a set of activities that involves Production, communication,
delivering and exchange offers that provide values to all its stake holders that includes customer
as well as investors. There are several definitions of marketing. It can also be termed as a range
of activities that a company applies and leads to reaching of product in the hands of customers.
Marketing has become one of most essential function so as to achieve customer satisfaction and
hence leading to product success and profit growth of company (Dibb, and Simkin, 2013).
Wilkinson is British high street chain and are in a business of selling home-ware and household
goods such as textiles, DIY, cleaning products, stationary, confectionery, pet products, kitchen
and bathroom goods. It was founded in the year 1930 by James Kemsey Wilkinson in Leicester.
It has approx 400 stores throughout UK. This report aim to showcase overall goals of business.
Role of marketing in overall development of organisation and its relationship with other
departments in the organisation is discussed.
P1 Roles and responsibility of marketing function.
Marketing is not just selling and advertising rather it is just the part of marketing.
Marketing has to be seen as as a function that has more wider scope in working of an
organisation. CIM defines marketing as the management process responsible for identifying,
anticipating and satisfying consumers requirements profitably. It re-evaluates the role of
marketing and updates its definition that involves themes of consumer focused activities,
innovation and satisfying stakeholders and shareholders from community and business. Whereas
AMA sets the definition of marketing as the activity, set of institutions, and process of creating,
communicating, delivering and exchanging offerings that have value for consumers, partners,
clients and society at large. On the other hand Dr. Philips Kotler defines marketing as the science
and art of exploring, creating and delivering value to satisfy needs of the target market at a profit.
Marketing determines unfulfilled desires and needs. It describes, measures and quantifies the size
of the identified market and the profit potential. It also pinpoints which part of the firm is capable
of serving best and it designs and promotes the appropriate services and products. Marketing can
be done effectively by using various market mix. It is broader and tactical functions that includes
auditing, analysing, product development, packaging, pricing, distribution, consumer service
analysis (Farese, Kimbrell, and Woloszyk, 2001). Marketing is not just the responsibility of
1