Roles and Responsibilities of Marketing Function in Marks & Spencer

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 Analysing the key roles and responsibilities of the marketing function................................3
P2 Evaluating the interrelation of marketing function with the other functional departments of
Marks & Spencer.........................................................................................................................6
LO2..................................................................................................................................................8
P3 Comparing the marketing of the organizations......................................................................8
LO3................................................................................................................................................13
P4 Produce and evaluate a basic marketing plan of Marks and Spencer...................................13
Evaluation of marketing plan.....................................................................................................15
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
The marketing is considered as a crucial tool pertaining to the modern business
organization which involves effectively understanding the marketplace in respect to the customer
needs and preferences, creating a mature and long lasting and profitable relations. It also
involves employing the customer driven marketing strategies and offers greater value and quality
to the customers. The business entities have realized the importance of a good customer relations
and are working on employing an innovative approach for meeting with the same. The awareness
pertaining to theincrease in the need and requirement of marketing elements and processes is too
high all across the world. This report is based on the organization Marks & Spencer which is the
largest British MNC in the retail sector which is headquartered in London, UK and is mainly
specialised in the home and food products and in clothing as well. This report provides
knowledge about the concept of marketing, its different processes and the roles and
responsibility of the marketing function within an organization. It also states about the
interrelationship between marketing and other functional units of the organization and creating a
comparative analysis of the elements of marketing mix employed by different organizations and
producing a marketing plan.
LO1
P1 Analysing the key roles and responsibilities of the marketing function
Concept of marketing
Marketing is mainly the process of getting the goods and services to the right people at
the right time with the help of the right promotional practices and strategies. In other terms,
marketing can be referred to as determining out the needs and wants of the people or the
potential buyers and then coming up with the product or the services that meets with the
expectations of the customers (The Marketing Concept. 2020). Marketing is the process of
creating exchanges which takes place when the two parties provides something to each other of
value for meeting their needs.
Overview of different marketing processes
The marketing is how the organization’s create value for its potential buyers along with
building up the value for the customers in return. There is a five-step process of marketing in
which value is created and is captured by the marketer in return.

1. Understanding the market and customers’ requirements:Under this, the marketer is required
to understand the customer’s needs and wants and then provide market offeringsand value driven
customer relationship. This results into creating the long-term equity for the entity.
2. Creatinga Customer-Driven Marketing Strategy:In this step, the marketer needs to select the
target customer to whom it wants to serve based upon which the strategy is formulated in respect
to how to serve the customers and choosing the value proposition (Marketing Process: 5 Steps of
Marketing Process. 2020). The organizations are required to create a strong value proposition in
order to provide them with the greatest benefit in the selected market.
3. Constructing an integrated marketing plan:After determining the target customers and the
strategies for the same, the company will develop the integrated marketing plan that will propose
the intended value to its target clients. It mainly involves using marketing mix tool for
implementing the strategy.
4. Build profitable relationships:This is the process of maintaining and creating a better and
profitable customer relationship through the way of offering valued and quality services resulting
into satisfying the customers. This is an effective way of creating and retaining the customers for
lifetime.
5. Capturing value fromcustomers:Maintaining a good relation with the customers is the main
objective for creating the high customer equity. This cannot be created by themselves but the
marketers are required to work in close to the other divisions or partnering with the external
parties.
Role and responsibilities of marketing functions
The marketing function is mainly related to buying and selling of the products and
services of an organization by satisfying the customers. The key roles and responsibilities of the
marketing department of the M&S is similar to the other organization which involves
transportation of the products to the place of customers, warehousing of the goods, gathering
relevant market information and so forth. In the wider context the marketing function workson
determining the needs and requirements of the customers, anticipating their demand and
determining the ways in which profitability can be increased. A detailed description about the
roles and responsibilities of marketing functions in Marks & Spencer are stated below.
Determining the customers’ requirements:The major function of the marketing
department is to determine the requirements of the customers with the changing trends and