Marketing Roles and Responsibilities

The assignment highlights the significance of marketing in every company, promoting products, maintaining a unique image, and supporting other departments such as finance, HR, and production. It includes a comparison of marketing mix between two companies and outlines a marketing plan, demonstrating the essential role of marketing in business operations.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P.1 Role and responsibilities of marketing function of Barclays ..........................................1
P.2 Role and responsibilities of marketing related to wider organizational context .............3
TASK 2 ...........................................................................................................................................4
P.3 Comparison of use of various elements of marketing mix ..............................................4
TASK 3............................................................................................................................................8
P.4 Evaluation of marketing plan ..........................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is a method in which seller sells goods to all buyers. They create goods
according to needs and choice of all customers (Arguello, 2013). Thus the firm can deliver goods
to all buyers . Hence as a result company can easily generate more revenues and they can
increase the market share. It also help the firm to expand their activities in various parts of
country. Thus they can maintain positive image in market. Assignment describes about the
Barclays firm which provides financial and banking services to all people. It was established in
U.K. In 1690. Report explains about role and responsibilities of marketing . It also describes
about comparison of marketing mix of both organizations. It also describe about developing and
evaluating the basic marketing plan.
TASK 1
P.1 Role and responsibilities of marketing function of Barclays
Marketing is a process in which goods are sold to buyers. It helps the company to identify
requirements of all users and thus they can easily sell goods to all consumers. It also helps the
organization to promote various products and services. It helps the firm in earning of more
revenues. Thus it can create distinct image in industry. The role and responsibilities of marketing
in Barclays:
Determine needs of all users: Company can easily identify the needs and wants of all
buyers. Thus it can offer all services according to requirement of all customers. Barclays can
offer loan and can give credit card. They can give equity shares to all people and they can also
provide insurance and credit card to all people. Thus company can easily fulfil the needs and
requirements of all users. Hence they can earn more revenues.
Exchange of financial services: Firm can provide various services to all people.
Company can deliver various services such as withdrawal and acceptance of services. They can
also give advice related to investment in equity shares and derivatives. They can provide
suggestion related to loans which can be given to various users. Hence as a result it can enhance
the level of satisfaction of all customers. It leads to increasing of profits. Barclays can also
expand their operations in many parts of countries. Marketing helps the firm in acceptance and
withdrawal of money.
Scan environment: Marketing helps in scanning the environment (Baker and Magnini,
2016). Thus company can easily find the internal and external factors which can affect the
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operations and activities of company (Blythe, 2012). It has to create policies according to
managers and owners. It can give various advices to users regarding loan and other securities and
hence it can directly fulfil needs of customers. They can also create such plans and policies
according to political, social and other external factors. Through this they can directly earn more
revenues and can expand their business. It also helps Barclays to beat the competitors.
Evaluating target market: Marketing also helps the Barclays to target a particular
market. This helps the firm to create effective positioning strategies so that it can directly fulfil
all requirement of all users. Thus form can easily segment the whole population on basis of
various criteria such as geographical, behavioural, income and psychological basis. Thus after
this they can target to a particular section such as youths. Hence as a result they can create
effective strategies so that it can fulfil demand of youth people.
Market research: Marketing directly helps the company to easily fulfil needs of people
by performing the market research. Thus Barclays identify the demand and needs of people and
then provide services. They can give provide services according to preferences of all people. For
example Barclays can provide loan at cheaper rate as compared to rivals. They can also provide
better advice related to investment of their money in equity shares and other securities so that
they can generate more revenues. Hence as a result they can easily earn more revenues and thus
it can maintain positive image in market.
Growth of business: Marketing helps the company to identify needs of all people. Thus
they can directly satisfy needs of people by giving better advices related to loan and investment
of their money in various securities. Thus as a result it can enhance the satisfaction level of all
users. Hence it can earn more revenues. Thus it leads to growth and development of business.
Hence it leads to success of the business.
Price: Marketing helps in setting a suitable price for the product and services. Thus
Barclays can set a suitable price for all schemes and services which is given to all users. Thus as
a result they can easily attract many users.
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Product: Marketing helps in delivery of all schemes and services at lesser interest rate. for
example they can give loan and other schemes such as investment in shares and securities to all
users. Thus all users can generate more profits on these schemes.
Place: Barclays can easily select a suitable place for the business. Barclays can set many
branches in various locations. Through these outlets they can easily maintain unique position ion
market an thus they can attract many users.
People: In this Barclays can recruit and select talented and competent people and thus
they can easily deliver effective and efficient services to all people. Hence they can generate
more revenues.
Promotion: Company can easily promote various services such as loans and other
services (Brooks and Simkin, 2011). They can easily promote services through advertisement
and through online applications. Thus they can give various schemes and offers in different
applications and thus it can reach to many people in limited time (Brooks and Simkin, 2012).
This leads to capturing attention of all people and thus Barclays can directly enhance their profits
and market share.
Process: Barclays can use a distinct and unique process so that they can deliver superior
quality of services to all people. Thus they use advanced tools and techniques so that they can
easily attract many users. Through good services all users can avail these services.
Physical evidence: Barclays have a unique and different layout so that they can easily
maintain good and unique position in market. Through this attracting layout they can easily
capture many users. They can divide all functions and can maintain a separate department of all
functions.
Financing: Marketing helps in taking finance from all sources. Barclays can take finance
from internal as well external source. It can take finance from their friends. It can also take
finance from banks or other financial institutions which can give loan art lesser interest rate.
Marketing manager can also take finance from the angel investors and other investors. They have
to give their shares to investors in return for the money. Thus as a result they can easily take
finance and can use the money in profitable activities.
Marketing information system: It is a technique which can gather information and data
from the environment. Thus through marketing company can easily taker information and data
about various users. Hence they can take decision related to packaging, promotion etc. This
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technique is used by company in which data and information can be stored in a database
regarding the user's needs and wants. Thus they can easily evaluate requirements of all people.
Thus they can easily give the product to all users and they can take decision related to promotion
and marketing.
Selling: Marketing helps the company to deliver the service's according to needs and
wants of all users. They can give advices related to loans and acceptance and withdrawal of
deposits. There is a customer service department which can also give advices related to
investment of their money in shares and other securities so that people can generate more
revenues. They can also solve all issues of all users. In this Barclays evaluate the requirements of
all people and thus delivers their services according to their preferences. It results in enhancing
their sales.
Distribution management: Marketing helps in distribution of all products. It helps Barclay
to deliver effective and efficient services to all people. Thus they can capture many users in
limited time. Marketing helps in distributing products through direct as well as indirect source.
They can easily distribute products through various outlets and thus products can be delivered in
time. They can also distribute products through indirect source in which wholesaler can sell to
retailer and this make distribution process easier.
P.2 Role and responsibilities of marketing related to wider organizational context
Company plays an important role in assisting other departments. They create plans and
policies so that all functions of department can run smoothly and successfully. Thus as a result
they can enhance their revenues. Role and responsibilities of marketing with other department in
Barclays are:
Marketing and finance: Marketing helps the finance department by creating various
plans and policies. Marketing determine the needs and wants of all users and then it can directly
helps in the department by providing the relevant information and data to the finance department.
Thus they can easily determine their activities through which it can generate more revenues. For
example marketing gives the data regarding the choice of all users and thus finance department
can easily determine the requirements of users and can invest their money in shares and other
profitable activities through which it can generate more money. Thus Barclays can increase their
profits and can increase the market share. Marketing helps in evaluating of all activities, tasks
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and need of all users and thus tells to finance department so that they can manage all
transactions. They can also tell about cheapest source of finance to finance sector.
Marketing and human resource department: Marketing creates various strategies and
policies and it can helps the human resource department. Marketing helps in giving information
related to qualified and educated applicants. Thus it directly helps the department and then it can
recruit qualified and educated applicants. For example marketing performs the research and then
give the information and C.V. of various candidates to the department. Thus human resource
department can easily select the qualified and talented applicants in the company. Marketing
department also gives data regarding the training needs of all selected employees. Thus it can
organize training sessions according to needs of staff members. Thus Barclays can generate
more revenues. Marketing gives full data regarding the talented and qualified applicants so that
HR department can easily selects the talented applicants. Thus it makes the process and scrutiny
method very easy.
Marketing with production: Marketing performs a research and scan the environment.
They can directly gives the data and information related to needs and choice of all customers.
Then it can deliver banking services according to needs of people. For example marketing helps
in determining the needs of all persons and thus it can give the data regarding the preferences of
all people to production department (Cabrera and Williams, 2014). Thus production department
can produce various services such as loan and can deliver the services such as equity shares and
other securities to all people. They can also deliver other services related to credit cards and debit
card. Thus production of these services are according to preferences of all people (Caragher,
2016). Hence it can satisfy all needs and wants of all people. Marketing helps the data regarding
the needs and requirements of all people and thus Barclays can create attractive policies which
give huge profits to all users. This helps them in creating products according to choice of all
people.
Marketing and research & development department: Marketing helps in scanning the
environment. They can directly gives the information related to needs of all people. They can
also provide data regarding the advanced techniques and tools so that firm can deliver unique
services. Thus it can directly deliver distinct services. For example Marketing determine the
needs and wants of all users and they can directly gives the information about advanced
machines and techniques. Thus research department do have to invest their time in other tasks
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and activities and they can directly make use of advanced machines (Malhotra, Birks and Wills,
2013). Thus the process and machines to receive and withdraw the money become very simple
and easy. Hence it can increase the speed of all processes and can satisfy needs and wants of all
users. Marketing gives the data regarding various advanced and useful techniques to research
department so that they do not have to waste their time in evaluating latest tools and techniques.
Thus they can earn more revenues.
Marketing and customer service department: Marketing can also help the customer
service department. Thus they can also gives the customers various services. Thus the marketing
department can directly give information regarding the needs and wants of all users and hence
the department can easily provide various services to all users. For example marketing can give
information regarding tastes and choice of all users. Customer service department can easily
identify needs of all customers and thus they can easily provide various services such as loans
and give advices regarding investing money in shares and other securities. Thus Barclays can
easily provide various various services. Marketing helps in giving information regarding the
tastes and preferences of all users to customer service section. This helps this section to solve all
issues and problems in quick manner.
Marketing and sales and distribution: Marketing can identify the needs and wants of all
users and then gives the information to sales and distribution section. Through this they can
easily promote their services in unique manner. For example marketing gives details regarding
various promotion tools and then Barclays can use that promotional tool which is cheaper than
any other promotional tool. It can use online application to promote various financial services
and it can reach to many people in minimum time. Marketing helps in giving data regarding the
tastes and preferences of all users and thus they can easily sell products to all users. Hence this
section can easily create distribution strategies and can easily distribute all products.
TASK 2
P.3 Comparison of use of various elements of marketing mix
Marketing mix: Organization can use various tools and techniques so that they can easily
promote various services in a unique manner (Berkowitz, 2016). It consists of 7 P's which helps
the company in promoting the services in distinct manner. Thus marketing mix of Barclays and
HSBC are described below:
Factors Barclays HSBC
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Product/Services  It is a huge bank which
can offer various
services like online
services and it also
offers various other
additional services
such as credit card etc.
They also provide
digital banking services
to all people. This
attracts many stompers
to purchase the
schemes.
 The bank can also offer
various services such as
commercial finance
and investment banking
etc. It also offers other
additional services such
as personal banking
cards which include
such as credit cards and
other wealth related
services. It also
perform services
related to foreign
exchange etc.
Price  Barclays do not
perform any fraudulent
activities and tasks.
They also charge
minimum interest rate
from all customers so
that they can easily
attract various users.
Management has also
reduced the operational
al expenses so that they
can generate more
revenues.
 They are continuously
changes their pricing
strategies and policies
so that they can gain
attention of all users.
They had opened many
current accounts and do
not take any money
from customers for
that. They modify their
processes so that they
can beat the
competitors.
Place  Barclays has 50
centrers in which it is
 It is one of he biggest
bank and it is merged
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expanding their
activities and
operations. They have
expanded their
activities and
operations in many
geographical locations
so that they can easily
expand their
operations. They have
also many ATM'S in
many locations. Thus
they can easily attract
many users.
with other bank so that
it can offer additional
features and benefits to
all users. They also
perform research so
that they can open their
branches in many
locations.
Promotion  It uses online
application and
techniques so that it
can attract many
people. They are
promoting their
services through
attractive commercial
advertisements and
they had also
sponsored many
football games so that
they can attract many
users in limited time.
Through this step they
can easily promote
services and can gain
 They mainly use
various advertisements
so that they can easily
promote various
products. They had also
sponsored women
championship and thus
it can also attract many
professional people to
avail the services.
Through these steps it
can gain attention of all
people and can
maintain good image in
industry.
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more revenues.
Physical evidence  They deliver a positive
and neat environment
to staff members and
the users. They have
also created online
applications where they
can show their layout
and other places so that
they can attract many
users. This results in
gaining attention of
people and Barclays
can generate more
revenues.
 They have various
outlets where they can
sell various services to
all users. Thus they
also create a unique
layout so that all users
can easily avail the
services and they can
also give references to
all their friends and
relatives.
Process  Barclays can make the
process very simple
and easy. Feedback and
suggestion can also be
received so that bank
can directly changes
their process. Thus
they can improve their
techniques and process
to deliver services and
hence it can deliver
effective services to all
people.
 They change their
processes and methods
according to needs and
wants of all users. Thus
as a result they can
easily solve issues and
problems of all users.
Hence they can attract
many users in limited
time. Hence they can
easily expand their
business.
People  In this people like
Jenny C can create
 It uses a different and
unique approach so that
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vision, mission and
different structure of
the firm. Hence it can
directly leads to
earning of huge profits
and thus they can also
deliver effective
services to all people.
Thus they can maintain
good position in minds
of all users.
it can easily attract all
people. Thus as a result
they can easily
maintain unique
position in market and
thus they can also
expand their business
in various parts of
country.
TASK 3
P.4 Evaluation of marketing plan
Marketing plan consists of various objectives and policies so that firm can create
effective strategies to achieve them (Blythe, 2012). It is crucial for the company so that it can
easily attract many users. Thus as a result bank can create a marketing plan so that it can create a
different and distinct image. Barclay had launched a new service in which it provides it provides
mutual funds to all users and they provide higher returns to all users. Marketing plan of Barclays
is described below (How to Create a Marketing Plan, 2013).:
Overview of company: Barclays is a bank which provides financial and banking services
to all people. It was established in 1690. It has approximately 1,19,300 employees. It has
revenues of approximately 0.894 billion approximately. Thus they can easily attract many users
in limited time (Lilly, 2014).
Vision and mission: It's main vision is to create growth by diversifying the business.
They also want to expand the operation's and can increase the market share. It has a mission that
is to offer different and unique services to all customers so that it can reach to all people.
Through this it can easily expand their activities.
SWOT analysis: SWOT analysis is done so that they can evaluate the strengths,
weakness, opportunities and threats (Brassington and Pettitt, 2013). Thus manager tries to
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convert the weakness into strengths. It is done so that firm can capture opportunities and can
easily remover the weakness. SWOT analysis of Barclays is described below:
Strengths
 Barclays has strong brand reputation in
the country. Thus it is easy for bank to
attract more users.
 It is the digital banking leader in the
U.K. Thus it uses advanced techniques
to capture the market share.
Weakness
 It has to improve the technical and
operating infrastructure so that they can
easily generate more users. Thus as a
result the can easily gain attention of all
users.
 It has less corporate and investment
centres and thus it cannot generate
much profits. Hence it has to create
strategies and policies so that it can
attract many users.
Opportunities
 It has a vast opportunity that it can
easily expand their shareholding
operations in various parts of country.
 It has a vast opportunity to user the
Block chain technology so that it can
easily record transactions in unique and
distinct manner.
Threats
 It faces a major threat that it faces
various problems due to Brexit. Thus it
has to create effective policies so that it
can easily beat other competitors.
 It faces a huge competition in the
market and thus it has to deliver unique
advisory and investment related
services to all people so that they can
attract many users.
STP (Segmentation, targetting and positioning):
Segmentation Basis of geographical, psycho graphic, and
demographic basis etc.
Targetting Targetted to large organizations and rich
investors
Positioning Through great financial services and innovative
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solutions
Competitors: It has various competitors. It includes HSBC bank, Wells Fargo, UBC,
Credit Suisse and other banks (Cavusgil, and et. al., 2014). They have to create effective and
efficient strategies so that it can easily beat the competitors. Through this they can easily survive
in the market.
Budget: It has to create effective budget. It can spend some money on investment, some
on promotion. It spends more money on advertising and sales promotion activities. Thus they can
easily spend money on all activities and tasks (Cooper, 2013). Through this they can easily
promote their services and thus they can easily maintain unique position in market.
Control and monitoring: In this step firm evaluates the plans and policies. This is done
so that company can easily improve their plans and procedures. Thus as a result they can easily
maintain unique position in market and thus they can earn more revenues. This helps the
company in achieving their objectives and goals.
These steps are crucial so that company can easily promote their services(Jones and
Rowley, 2011).
Smart objective: Barclays has made a objective. It is described below:
 To attract 200 customers in 1 month.
This is a SMART objective. It is a specific objective and measurable objective. At same
time it is a attainable and relevant and time bound. Thus Barclays has to achieve this goal.
Pestle analysis of Barclays are:
Political: In this Govt. from various rules thus company have to pay taxes in tome so that
it can survive in market.
Economic: In this if there is recession then company has to sell products at higher prices
then only it can easily adopt this factor.
Social: Barclays has to fulfil all needs and wants of all users and thus it can easily create
unique position in market. If they do not fulfil their wants through their services then it cannot
survive in market.
Technology: It can use ATM so that they can fulfil all needs and wants of all people. It
helps in generating revenues.
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Environmental: Barclays has to use that techniques and process which do not pollute
environment. They can recycle paper so that they can protect environment.
Legal: In this company has to follow all legal rules and legislation created by Govt. so
that it can easily perform all activities and tasks in better manner.
Porter's 5 forces model: It consists of 5 parts:
Buyer's power: In this buyers power is more and thus they can purchase products from
any other company.
Supplier power: In this supplier power is low. Thus they have to deliver superior quality
of materials to firm.
Competitive rivalry: In this company has various competitors such as HSBC, RBS etc.
Thus they have to create effective strategies to deal with them.
Threat of substitution: It is high. There are many substitutes of Barclays. Thus they have
to create strong polices that customers do not purchase the substitute products.
Threat of new entrants: It is high. Thus they have to create various plan and policies so
that no new entrant can enter in market.
CONCLUSION
From above report it has been concluded that marketing is very important for every
company. This helps the company to promote various products. It also helps the company to
maintain unique and distinct image in market and in industry. Roles and responsibilities of
marketing in company. Marketing helps other departments such as finance, HR and production,
research etc. Through this all functions and activities can run smoothly and successfully.
Comparison of marketing mix of two companies are there. Marketing plan is established.
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REFERENCES
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<https://www.entrepreneur.com/article/43018>.
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