Marketing Essentials: Roles, Responsibilities, and Interrelationships

This presentation discusses the key roles and responsibilities of the marketing function, its interrelationships with other functional units of an organization, and the significance of marketing in the marketing environment. It covers topics such as market research, promotion and advertisement, brand management, product development, internal communication, market strategies, marketing information system, monitoring of marketing environment, and market segmentation. The presentation concludes with the importance of building healthy and positive relationships with customers to gain their loyalty towards the company.

Marketing essentials

Table of content
 Introduction
 Key roles and responsibilities of the marketing function relate to the wider organisational context
 Key roles and responsibilities of the marketing relate to the wider organisational context
 Roles and responsibilities of marketing in the context of the marketing environment
 Significance of interrelationships between marketing and other functional units of an
organisation
 Key elements of the marketing function and how they interrelate with other functional units of
an organisation
 Conclusion
 References

Introduction
 Marketing is defined as a process of buying and selling services and goods that helps
organisation to fulfil its objectives in an effective manner. There are different types of roles and
responsibility of marketing function which is essential for business entities to undertake in order
to manage the marketing functions.

Key roles and responsibilities of the marketing function
relate to the wider organisational context
 Market research
 Promotion and advertisement

Cont.…
 Brand management
 Product development
 Internal communication

Key roles and responsibilities of the marketing relate to the wider
organisational context
 Identification of market potential
 Creation of marketing plan
 Supervision of business activities

Roles and responsibilities of marketing in the context of the
marketing environment
 Market strategies
 Marketing information system
 Monitoring of marketing environment
 Marketing research
 Market segmentation

Significance of interrelationships between marketing
and other functional units of an organisation
 Marketing is mainly defined as that business function that efficiently coordinates with other
functional unit within an organisation in order to fulfil desired business objectives and goals as to
fulfil them in proper way. It has been identified that some of the most essential functional unit of
Cadbury is production, research and development, finance etc. In this it has been evaluated that
marketing section efficiently coordinates with other functional unit in order to operate activities of
business more efficiently.

Key elements of the marketing function and how
they interrelate with other functional units of an
organisation
 Research
 Strategy
 Planning
 Tactics

Conclusion
 As per the above mentioned report, it been concluded that marketing essential include all
those activities that are related to organisation collection, offering, communication,
marketing and development of goods and services. In order to make strong position in a
Marketplace company is required to build healthy and positive relationship with their
customers as to gain their loyalty towards company.

References
 Pike, S., Pontes, N. and Kotsi, F., 2021. Stopover destination attractiveness: A quasi-
experimental approach. Journal of Destination Marketing & Management, 19, p.100514.
 Seebacher, U.G., 2021. B2B Marketing. Springer.
 Venkatesan, R. and Lecinski, J., 2021. PART 2. AI and Marketing Essentials. In The AI
Marketing Canvas (pp. 23-84). Stanford University Press.
 Venkatesan, R. and Lecinski, J., 2021. The AI Marketing Canvas: A Five-stage Road
Map to Implementing Artificial Intelligence in Marketing. Stanford University Press.