Marketing Essentials: Roles, Responsibilities, and Importance of Marketing Function

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
PART 1............................................................................................................................................3
Mention the important role and responsibilities of the marketing function...........................3
Discuss the relation of roles and responsibilities of marketing to wider organisational context.
................................................................................................................................................4
Analyse the importance of relation among various functional units and marketing..............5
PART 2............................................................................................................................................6
Compare how different organisations in order to achieve business objectives apply the
marketing mix to marketing planning....................................................................................6
Produce and evaluate a basic marketing plan for an organisation..........................................8
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing refers to the set of activities undertaken by the company to promote and sell its
products and services in the market. It includes researching, selling, advertising and delivering
goods to its customers. At present, it is one of the most important function of the management.
Marketing mix defines the tactics used by the companies to promote their product. It focuses on
multiple areas and helps in developing a marketing plan (ParAwaysheh and et. al., 2020). The
company chosen is Tesco. It is a UK based retail company founded in 1919. The firm deals in
groceries and general merchandise. The following report discusses about the important role and
responsibilities of marketing function and how they relate to the organisational context and their
importance. It also mentions how different companies use marketing mix to attain business goals
and a basic marketing plan for the company to launch new product.
PART 1
Mention the important role and responsibilities of the marketing function.
The main aim of Marketing is to attract its customers and retain them with the business.
For this, the department of Tesco keeps itself involved in the research process to evaluate the
market condition, its customers as well as its competitors. This will facilitate the company in
analysing all its threats and opportunities.
Here are the roles, a marketing function have in a business.
 Fulfil customer needs- It analysis the consumer needs and frame strategies accordingly.
Tesco keeps an eye on the prevailing trends, upcoming needs of its customers and offers
the products accordingly. Offering the desired products and that also in time will make
the customers stay with the company and not shifting to their competitors.
 Offering the right price- It is an important element for generating revenue, which needs
to be decided keeping all aspects in mind like the cost of production, customers readiness
to pay that price. Tesco being a brand, do not follow competitors for its pricing strategy.
Their change in pricing strategies can make their customers go away. (Leza and et. al.,
2021).
 Widening the market- Marketers use various tools to advertise their products to wider
their areas of network. The company at present holds more than 7000 stores and that too
in highly populated areas to generate higher revenue. Marketing department of the

company keeps on researching the ground levels to look for the upcoming opportunities
and the trends and tastes of that area (Lo and Campos, 2018).
Responsibilities of marketing are as follows:
 Setting marketing strategies- Marketing department frame the strategies to boost the
demand of the product and comes out with the plans of offerings discounts to the
customers. Tesco' s marketing section often brings the offer of club card system in which
customer collects points of the card at the time of shopping and further converts it into
cash for purchase.
 Promoting the product- It is the responsibility of the marketing section to advertise and
promote its product through whatever channel suits the company as per the budget and
reach to customers. It can be newspaper, radio, pamphlets, social media. This section of
Tesco from time to time keep advertising the offers to be launched, availability of new
products in the stores.
 Market research- This department conducts research about the impression of the
product on customers mind and communicate it to the other departments which helps
them in deciding further production size. The marketing unit of Tesco also analyses the
demand of product in the market to generate the information regarding what new needs to
be launched. For example, Tesco's marketing department analysed the need of farm
products in their store in order to increase their number of customers.
Discuss the relation of roles and responsibilities of marketing to wider organisational context.
Whenever an organisation ought to frame a business plan, its first important task is to
coordinate all its functional areas so as to attain its organisational objectives. Though marketing
department deals directly with the customers and competitors but it cannot work in isolation as
other departments put an equal impact on generating customer value. Here is the relation among
the marketing and different departments of the firm (Gu and et. al., 2020).
 Marketing and Finance- All the plans made by the marketing department of Tesco
include financial part in it. Let it be- advertising any product, introduction of a new
product or related to distribution channel. All these activities relate to finance which will
be issued by the later department and that too as per budget. On the other hand, monetary
terms like percentage to sales, budget required for any marketing strategy are important
aspects in marketing. Thus both the departments of the company works interdependently.