Roles and Responsibilities of Marketing Function

MARKETING
ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Key Roles and Responsibilities of Marketing Function...................................................1
P2. Roles and Responsibilities of Marketing relate to wider organisational context.............6
TASK 2..........................................................................................................................................10
P3. Comparison of application of marketing mix by different organisations for achieving
business objectives...............................................................................................................10
TASK 3..........................................................................................................................................11
P4. Marketing Plan...............................................................................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is a concept that take cares about business activities and brings efficiency and
effectiveness in organisation and make company as a brand in front of existing and potential
customers. For instance these activities are stated as sales, manufacturing, post sales, promotions
etc. Apart from this, marketing also aids other functional departments of corporation like finance,
human resource, research and development etc. Marketing concepts also helpful in market
analysis along with studying business environment which is divided into two parts one is internal
and other is external. To conduct intrinsic analysis most appropriate method is SWOT analysis
and to analyse external atmosphere of business, study of PESTEL factors are important and quite
useful. All functions and operations that are related with marketing can be understood by most
important strategy that name is marketing mix. This tactic contains four criteria that are product,
price, place and promotion but now a days this technique has grown up its area and to extend by
seven criteria which are people, physical evidence and process that aids marketing functions in
covering and controlling wider area network. This report is based upon Cadbury company which
is operating its business operations in and outside United Kingdom. This firm deals in
confectionery industry and have wide contribution in economic growth.
TASK 1
P1 Key Roles and Responsibilities of Marketing Function
Marketing is a concepts that adds values and promises in products for consumers and also
aids in developing strong bond between client and company in order to get value in return from
customers. Marketing is an inclusions of three aspects and these factors are stated as beneath:
 Needs: It is a basic human needs which must be fulfilled on priority basis and these
necessities are related to survival of a person for example food, shelter, clothes, water and
security.
 Want: These are some different from basic neds because these could be hold. This type of
human requirements are not permanent and do not occur on regular basis. For example if
food is need then junk food is a want. This type of requisites do not stay for longer
duration of time.
 Demand: When a person have potential like purchasing power to fulfil all their
requirements like needs and wants then it is called as demand.

Development of Marketing Trends: In past time, retailers and manufacturers both used to pay
attention upon selling a product and services in order to gain profits. Major objective of
conducting business operations were only profit making by clearing all stock that is ready to sale.
Management of Cadbury company provides adequate training and development program for
employees so that they could perform all their task in most appropriate manner. By taking help
of these marketing activities firm gets higher satisfaction of customers for company's products
and services. Marketing concept provides aid in capturing larger market share and higher profit
in marketplace along with getting competitive advantages. When workers are trend and skilled
then they could do all actions and task properly and efficiently. Marketing managers are suppose
to collect all information about consumers’ needs and wants by conducting research events
within and outside company. Through this, enterprise is capable to develop and modify goods
according to clients’ needs and wants. In the current market scenario, selling concept is not
important as compared to product. All company are concentrating on both quality of goods and
customer's satisfaction. But this concept are no longer profitable by firm. This theory pays
attention on distributing goods and services with high quality in order to achieve higher
consumer's satisfaction. This concept includes aspects of needs, wants and demand generation in
all potential clients (Blythe, 2012). Current Trends: In the current market, various types of trends are noticed in area which
affect whole business activities. Most of the changes are done in the field of technology
and IT. Also, it considers manufacturing and transportation that affect supply chain
management of Cadbury.
 Future Trends: Some important future trends are enhancement of advertising, promotion,
process and physical evidence as well as many more which affect firm’s future
requirements and strategies in order to achieve set goals and objectives in given time
frame.
External environment that create impact on marketing activities: There are various external
factors which affect firm’s tasks that affect the marketing activities which are explained as
follows:
Legislations: Through these activities, management of Cadbury provides equal rights to
all employees at workplace.