Roles and Responsibilities of Marketing Function

MARKETING
ESSENTIALS
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INTRODUCTION
In this competitive today’s world, marketing plays a crucial role in obtaining high growth
and success of every organisation. Marketing is broader concept that is used for promotion and
selling activities of goods and services to successfully reach the targeted customers. It also
involves with various activities such as understanding the market share or understanding the
market place or area, developing new strategy, analysis of needs of customers, conducting
market research and providing goods and services to customer in order to build strong
relationship. Every business firm is looking forward to adopt and implement innovative approach
in aspects of marketing strategy. Business firm are engage in creating a well-developed
harmonious relationship with consumers in an effective way. In this competitive business
environment awareness of business firm’s n concern with marketing essential is very crucial.
This report is based on McDonald, one of the competent fast food restaurant that provides French
fries, cheese burgers, soft drinks and hamburgers and many other food items. This project covers
the roles and responsibilities of marketing functions and comparison among marketing mix along
with appropriate marketing plan.
TASK 1
P1: Roles and responsibilities of marketing function
Marketing function is considered as most significant factor of business organisation in
order to provide better opportunities to business organisation along with specific targets.
Marketing function involves with various responsibilities of an organisation that are directly
responsible for growth and development of firm. Marketing is an important activity which
McDonald’s firm uses for interacting various variety of people. It is very essential for the
company for making the appropriate purchasing decision better along with this it helps in
maintaining a positive image in front of society. Moreover, employers of business firm uses
various strategies on the basis of proper analysis of market condition and consequences. In order
to attain the desired goals and objectives, it is essential to perform proper marketing activities in
appropriate manner(Clow and James, 2013). There are few of the roles and responsibilities of
marketing related function which is discussed in detail below:
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Product: Product act as basic assets of business firm which is mainly manufactured on
the basis of needs and demand of the customers. Good quality of goods and services are very
helpful in attracting a wide number of consumers towards an organisation along with enhancing
sales rate. In context with McDonald’s, it is their duty to provide better quality of services or
products as per as the demand and needs of consumers. McDonald’s is one of the competent fast
food restaurant which provides various food items like hamburgers, desserts, French fries and
many other eatable products. McDonald’s are very concerned about the food delivery services
and they continuously takes feedback from their customers in concern with their services of their
food item and make changes on the basis of taste and demand of the customers. It is essential for
the organisation to adopt new trends of market in order to achieve competitive advantage.
Selling: Selling is another role of marketing department that plays important role for an
organisation. The data or information is collected with the help of various tools by the marketing
manager in order to develop an appropriate effective strategy that directly and indirectly helps in
enhancing the sales of good and services. Marketing managers of McDonalds mainly focus and
emphasis on increasing the sales rate and generating a high profit level. Marketing manager also
focus on convenient way of delivering products and services. As McDonald’s has large number
of outlets throughout worldwide through which they can provide their quality food item to large
number of customers. The company also required to adopt and implement door-step delivery in
order to maximise buying behaviour of customers and help them in removing all difficulties that
is faced by customers. The marketing manager should require to take an effective decision for
providing effective training to their employees so that they can serve quality food products to
customers in McDonald's outlet in more effective manner (Asaduzzaman, Hossain and Rahman,
2014).
Pricing: Pricing directly impacts on the purchasing power of consumers. It is very
obvious that if the cost of goods and services will be high then consumers will buy the products
very less amount and vice versa. So, in order to increase sales rate it is necessary for the business
firm to prepare and implement appropriate pricing strategies and provide goods at affordable
cost. It will be helpful in generating high profit in a short time period (Baker and Magnini, 2016).
Right cost of goods attracts a large number of people to purchase products and services.
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