Marketing Department Responsibilities and Performance

This assignment provides an in-depth analysis of the role and functions of a marketing department within an organization. It examines the different aspects of marketing, including customer reference management, stakeholder orientation, and corporate social responsibility. The assignment also highlights the significance of measuring marketing performance and developing effective marketing plans to achieve business goals.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of marketing function...................................................................1
P2. Function and Provinces of marketing...................................................................................3
TASK 2............................................................................................................................................6
P3. Comparison of 7P's of marketing of Wilkinson and TESCO ..........................................6
TASK 3..........................................................................................................................................8
P4 Basic marketing plan for Marks and Spencer.......................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is defined as a place where all the transactions or exchange takes place. In
today's business era, marketing is gaining advancement at a rapid speed. They have been
innovating various tools and techniques in order to get the best out of market place. This
certainly helps in grow as per company's view because when the actual demand of customer are
met, then there are high chances of growing and prospering (Biemans, Brenčič and Malshe,
2010). In marketing everything is linked to supply and demand chain which are directly effected
by the social and economical changes. In this report, company chosen is Marks and Spencer
which was established in 1884 by two men Thomas Spencer and Michael Marks. Since then
company has been working in supermarket chains which has over 1000 stores across the globe in
which 615 mainly consist of food products. In this report, marketing function's roles will be
discussed in brief and along with that plans and strategies will be made for effective
performance. Plans for marketing will help to determine the market trend which can attract large
amount of customers.
TASK 1
P1 Roles and responsibilities of marketing function
Concept of Marketing: It all works on the motive of enhancing
productivity and profitability and thus for that actual needs and wants of
consumers need to be determined and satisfied at maximum level so that
products can be sold in large number. Marketing is basically all about
selling you product and delivering the message through market funnel and
grabbing large amount of customers (Dibb and Simkin, 2013).
Functions and Responsibilities of the Marks and Spencer marketing Function
Main function of marketing are briefed below:
 Statistical distribution: It is an process in which the
manufactured products or services are taken out to the market
for selling by various tools and techniques. This duty mainly
occurs after the research on the market situation and nature of
customers (Dief and Font, 2010). Thereafter products and
services are being sold to the customers but it depends on the
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channel of communication that how much it is effective and how
the gaps are being fulfilled which are coming down the way as
these are the main elements which affect the whole production
and profitability graphs. So all these needs to be keep in mind
for the achievement of vision and mission.
 Research In market: Market mainly consist of actual needs and
wants of the customers and thus according to that mainly
business process firstly analyse the market situation and then
justify the product accordingly. This provides advantages to the
company like it helps in determining nature of the customer and
buying behaviour so that flexibility can be established in the
business environment and employees so that they can modify
product and work according to that as per changing demand of
customers (Dief and Font, X., 2010). This will enable the
company to attain their goals and objectives in effective and
efficient manner.
 Valuation: This approach is highly important for every
organisation who is working in marketplace as manufacturers
needs to make profit. After manufacturing of products, all the
prices needs to be compiled and thus price tag needs to be
finalised before launching of product and service. This is time
consuming process as all the cost needs to be analysed first and
according to it, price needs to decided. It is necessary to
manage the price in economical way so that profitability ratio
can be increased (Responsibilities of marketing department.
2017). Quality of the products needs to be maintained and this
has to be ensured by the manager of production line.
 Manufacturing and Management of Work: There is always the
need of maintaining the production line on the decided price
after launching of products in the marketplace. Production line
is necessary to maintain so that products can be made available
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in most of the outlets and specially from where the demand is
comparatively high. For all these management, it is significant
to maintain the communication channel clear and free of
obstacles so that continuous communication can be established
among internal part of the organisation and market place
(Ferrell and et. al., 2010). Clearing gaps and obstacle is
considered as effective tool fro resolving any conflict and other
issue which can hamper the production and customer
satisfaction level.
 Promotion: This approach is highly appreciable by every
organisation as it aids in uplifting the sales ration of the
company. There are certain tools and techniques in promotional
activities like advertisement on internet, hoardings, pamphlet
etc. This is highly approachable in terms of gaining loyalty of
the customers who are existing or new to the company and does
not have much knowledge about the product (What is Marketing
plan?. 2017). Promotion requires effective and economical
budget which can give effective outcomes as expected.
 Selling: Marketing and selling are two different aspects which
works on the single aim and that is providing high profitability
to the company. They both mix up and defines a path on which
aims and objectives can be attained in effective manner.
Products are modified only when the market trend has been
determined and studied well and the target market which has
been designed to sell products and effective production can be
seen (Jalkala and Salminen, 2010).
P2. Function and Provinces of marketing
Every organisation desires for the growth and success in the marketplace and for that
roles and responsibilities which needs to be allotted to the staff members as per their skills and
abilities. This whole process can be stated as delegation which can make working environment
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effective. Delegation approach helps in gaining various tools and techniques which will affect
mostly sector of the organisation and also improves the profitability and productivity of company
so that desired growth and success can be attained. Moreover, delegation tools will help in
improvising budget for the future trends.
Every company who works in marketplace has common and major goals which is to lead
competitive market. So to attain that many tools and techniques are being innovated so that
market can be set according to their production and large set of customers can be attracted. This
include the process of brand promotion in economical cost. By leading in market company can
unlock various stages by which they can get value added benefits.
There are some common fundamental sector of the company like
finance, marketing, human resource and information technology and these
are main fundamental sector on which owner has to keep track so that all
activities and tasks can be achieved in effective manner. Whenever M&S
launches any new product in the target market, they also innovate new tools
and techniques through which promotion can be done and message can be
delivered to the customers (Ko, Hwang and Kim, 2013). Being a global
company it is difficult to don promotion as it involve huge amount of fund
for the campaigns but to minimise the cost and increase the effect,
economical cost budget can be structured. This process of structuring
budget is the duty of financial managers who has to conduct those
campaigns.
Commercialism and HR department: There is interrelation between the
two elements which are marketing and HR management. Whenever any
product which is new is launched then the whole data should be shared with
HR management because coordination is required with department of
Human Resource. The reason behind coordination requirement is that after
launching of the product, continuous production is required so that demand
can be fulfilled in ease manner. HR management needs to provide high
skilled workers who can not only just make the production line effective but
also suggest the modification in the product as per the need in market
place. Firm can adopt another latest channel which is online selling because
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in modern scenario, consumers are shifting to online purchasing market and
this sector is growing in very fast manner.
Marketing and IT Sector: For making a product sell in large
amount, then it needs to be developed on regular basis and that can be
done by analysing the market trend and making up of effective strategies.
Add on is the way by which new and existing products can be modified and
developed for attracting customers.
Information technological department consists of various operations
like keeping database of distribution, administrative department and many
more. Finance department is interlinked with the IT department and they
both directly affect the operational sector. Awareness is being created by
the company so that customers can know about the new launch or the
modification done in product. Effective strategies and planning which is
used by M&S for enhancing sales sector.
Sales and Marketing: Production and profitability of the company is
directly affected by the consumer who are consuming the product and thus
raising demand market. It should be ensured by the methodologies which
are adopted for the advertisement and promotion that appropriate steps
taken for the availability to the stores and thus consumers can buy it
without any hesitation (Lamberti and Noci, 2010).
Function and obligation related to M&S are described as:
Functions of Marks and Spencer which are evaluated as:
Research in Marketing: For identifying the exact position of product
in the customer's mind and market place, this approach is highly used. It
not only study the performance level of the organisation's employees but
also states them the ways in which dynamic nature can be obtained for the
challenging future trends changes. When the product quality is high, then
the satisfaction level is also high. This let company to obtain the growth and
success which has been envisioned.
Product Development: To obtain high competitive advantage it is
highly important to analyse the trends and actual demand of the customers.
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Competition provides a basic advantage which is to have the updated
knowledge about the product so that it can be modified as per the
requirements of the customers in market place (Wirtz, 2012). Marketing
consist of certain activities which has aim towards the enhancement of
productivity and profitability. Whether the company is setting up their foot
in domestic market or international market, there always a time come when
the modification is required to be done so that product can prosper and
bring profitability in the company. This will indirectly affect the consumer
purchasing power.
Segmentation of Market: To research on market easily and efficiently,
mainly it is divided into several sub parts and then making report on actual
wants and need of the customer so that development can be made on the
products by adding on unique features and making it more attractive and
maximising the satisfaction level of customers. Mainly these sub parts
compiles of demographic, geographic and behavioural aspect. For the
prospering and growth nature of the company, it is required to maintain
effective communication channel so that healthy relationship can be
maintained between employee and employer.
Sales: It is the priority of the team to improve the sales graph by
putting all the hard work and efforts so that allotted task can be attained
and it can improve the efficiency of the working environment and thus
better outcomes can be observed. Quality of the products can be enhanced
by removing the defects from the products and thus graph of sales can be
reach at good level along with better position (Lusch, and Webster Jr,
2011).
Communication: While formulation of any plan it comes to implement
it in effective manner and thus for implying it, effective communication
skills are required along with a funnel by which communication can take
place between the people of the organisation. For example: An employee
who has low communication skills is working on planning process would not
able to communicate effectively about any changes which needs to be made,
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then it may lead to hamper of production work and in result needs of client
will not be met.
TASK 2
P3. Comparison of 7P's of marketing of Marks and Spencer and ALDI
With the help of marketing mix various plans and strategies are
formulated before the launching of new product . This also states the
approach of marketing which is related to one another. Thus, business
activities are carried out in effective and formed ways:
Category Marks and Spencer ALDI
Product Products which are being sold by the
company are tangible in nature. M&S
has been running their operations in
supermarket chain and mainly in food
products. They are aiming for adopting
the changes regarding product over
time so that attraction of customer
towards product can be maintained.
They analyse the actual wants and
needs of customers and thus maintain
the quality of product so that general
needs of middle class people can be
met and thus objectives of the firm can
be achieved (Murphy and
Schlegelmilch, 2013).
Just like M&S, they have various outlets
which are situated globally. On regular
basis of time, launching of new product
is their strategy and supplying those
products on every outlet so that
customers can get their hand on it.
Goods should be available to every
outlet of their and to maintain their
supply they have online websites so that
communication can take place easily.
This will help them to sell their luxury
goods into the market and in turn aims
and objectives will be achieved of this
company.
Price In this approach, company has decided
that medium group of customers
should be targetted so that in cost of
middle level product, luxury feeling
can be taken. They have targetted this
They have been targetting every class of
people. They have adopted cost
leadership approach in which they have
manufactured goods at economical cost
as well by keeping in mind the budget of
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kind of people because there are more
amount of people in middle class as
compared to high class and thus they
can meet the demands of the customer
easily and this in turn will help to
achieve the objectives of firm.
customers which can attract large
amount of customers. Low promotional
tools have been applied by ALDI so that
expenses can be reduced and thus low
rates can be observed.
Place It is a retail industry which have been
operating their business globally in
supermarket sector and they have been
shooting the middle class customers so
that more production can be observed.
There are various process involved for
the selling the selected products to the
selected outlets.
Their presence is just not available at
domestic place but also to the
international market which can enable
them to attain various geographic areas
and thus production of goods can be
achieved in growth and success.
Although there size of stores are small
but have various number of unique
products.
Promotion M&S have adopted approach of
selling there products in economical
cost so that middle class customers can
be attracted and sales graph can be
improved in ease manner.
There are many ways by which ALDI
have been approaching to customers like
TV, newspapers and other various
channels through which company is
promoting their supermarket chain.
People More than 25,000 staff members are
engaged in applying of business
process. Several tools and techniques
like rewards, incentives can be
provided to the employees for their
morale boost.
ALDI is one of the top most industry in
terms of retailer and supermarket chains.
They have mainly focused on the
maintaining the healthy environment in
the workplace and that can be done
through give and take of respect and
thus high performance of work can be
seen (Pike, 2015).
Process For the maximum satisfaction level of
the customers,high quality of raw
After analysing the market trend and
demand of the market, manufacturing of
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materials needs to be used for effective
usage and increment in the production
and this will attract more amount of
customers
the product is started. Various other
aspects which are present there is
recovery of service, production level in
economy and many more.
Physical
Evidence
Products which are being provided by
the company is touchable, means it
can be said as tangible and main
advantage is customers can check the
quality and satisfy themselves. This
can enable customers to inspect and
the purchase it.
ALDI has been using various
sign ,colour and labels to proof fro the
consumers (Raghubir and et. al.,
2010). Brand value is confirmed by
stores location and thus it gives physical
evidence and place truth factors in front
of consumers.
TASK 3
P4 Basic marketing plan for Marks and Spencer
To be covered in PPT
CONCLUSION
As per the above report it can be concluded that main purpose of every business is to
maximise the satisfactory level of the customers by providing them high quality products after
analysing the actual needs and wants of the customers. Every business process has aim to grow
them and achieve success for a long period of time. Marketing mix in an organisation plays an
important role in developing and modifying the product to make it more attractive and gain large
amount of customers for the organisation. This helps in measuring the effectiveness of firm or its
activities and tasks with their competencies.
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REFERENCES
Books and Journals
Biemans, W. G., Brenčič, M. M. and Malshe, A., 2010. Marketing–sales interface configurations
in B2B firms. Industrial Marketing Management. 39(2). pp.183-194.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Dief, M. E. and Font, X., 2010. The determinants of hotels' marketing managers' green marketing
behaviour. Journal of sustainable tourism. 18(2). pp.157-174.
Dief, M. E. and Font, X., 2010. The determinants of hotels' marketing managers' green marketing
behaviour. Journal of sustainable tourism. 18(2). pp.157-174.
Ferrell, O.C. and et. al., 2010. From market orientation to stakeholder orientation. Journal of
Public Policy & Marketing. 29(1). pp.93-96.
Jalkala, A. and Salminen, R. T., 2010. Practices and functions of customer reference marketing
—Leveraging customer references as marketing assets. Industrial Marketing
Management. 39(6). pp.975-985.
Ko, E., Hwang, Y. K. and Kim, E.Y., 2013. Green marketing' functions in building corporate
image in the retail setting. Journal of Business Research. 66(10). pp.1709-1715.
Lamberti, L. and Noci, G., 2010. Marketing strategy and marketing performance measurement
system: Exploring the relationship. European Management Journal. 28(2). pp.139-152.
Lusch, R. F. and Webster Jr, F. E., 2011. A stakeholder-unifying, cocreation philosophy for
marketing. Journal of Macro marketing. 31(2). pp.129-134.
Murphy, P. E. and Schlegelmilch, B. B., 2013. Corporate social responsibility and corporate
social irresponsibility: Introduction to a special topic section. Journal of Business
Research. 66(10). pp.1807-1813.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Raghubir, P. and et. al., 2010. Why, when, and how should the effect of marketing be measured?
A stakeholder perspective for corporate social responsibility metrics. Journal of Public
Policy & Marketing. 29(1). pp.66-77.
Wirtz, J., 2012. Essentials of services marketing. FT Press.
Online
Responsibilities of marketing department. 2017. [Online]. Available through:
<http://smallbusiness.chron.com/responsibilities-marketing-department>. [Accessed on
18th November 2017].
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What is Marketing plan?. 2017. [Online]. Available through:
<https://www.thebalance.com/what-is-a-marketing-plan>. [Accessed on 18th November 2017].
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