Roles and Responsibilities of Marketing Function

MARKETING
ESSENTIALS

Contents
INTRODUCTION...........................................................................................................................................3
TASK 1..........................................................................................................................................................3
P1 Key roles and responsibilities of marketing function..........................................................................3
TASK 2..........................................................................................................................................................5
P2. Roles and responsibilities of marketing related to wider organizational context..............................5
TASK 3..........................................................................................................................................................6
P3. Comparing the ways in which different organizations apply marketing mix.....................................6
TASK 4..........................................................................................................................................................8
P4. Marketing plan for Your Destination.................................................................................................8
CONCLUSION.............................................................................................................................................10
REFERENCES..............................................................................................................................................11

INTRODUCTION
Marketing is considered as the set of activity that is being conducted by the organizations
so as to increase the demand of the company’s products or services. In the modern world of
business it has become one of the most important functions within the organization as it is
important for making product a success. There are several things that are essential for making
marketing strategy a success (Wertime and Fenwick, 2011). Marketing has several roles in the
organization starting from taking feedbacks from the customers to delivering the product to the
market as per the requirement of the customers. Your destination is a transportation company
that deals in the business of private personal hires to industrial level transportation facilities. It is
operational in England and has been able to deliver its products in the market from past three
years. This report highlights the ways in which marketing effects the growth of the company. It
also showcases the ways in which companies apply marketing to make product a success. Apart
from these it describes the roles and responsibilities of the marketing as well as its relationship
with other organizational units.
TASK 1
P1 Key roles and responsibilities of marketing function.
There are very different kinds of roles and responsibilities of the marketing within the
organizational units. It is not restricted to advertisement of products and services. In the company
Your destination the roles and responsibilities of the marketing is as follows:
 Market research: Marketing function has a role of doing market research. It refers to as
the evaluation of all the elements that tells about the condition of the market and
suitability of the company. It is done so as to understand the mood of the market. It is the
key responsibility of the marketing unit to perform research. It is help company in
designing products as per the requirement of the market which will ensure its success. It
is done by taking feedbacks from the clients, potential customers by direct or indirect
interactions. In this the customer’s product is also evaluated.
 Promotion: It is one of the prime roles of the marketing to promote the product and
services they are going to launch. Advertisement is a part of the marketing where the
unique selling point of the product and services is highlighted. It is helpful for creating
the curiosity in the minds of the customer which ultimately results in increasing the pre-
sale of the company (Malhotra, Birks and Wills, 2013). It is done in various ways with
the mediums of mass communication like TV or newspaper. In the modern marketing it
is only done using digital mediums like social media, PPC etc.
 Distribution: It is the responsibility of the company to set an effective distribution
channel so as to make products available to the customers on time. Better distribution
mechanism helps in maintaining demand and supply chain which also results in
increasing the profit margins of the company.
 Management information system: With the help of IT department it is the role of the
marketing department to manage the information that has been gathered by the market
research. Managing information system is important as it helps in taking decisions as per

the demand of the situation. It makes the decision effective and helps in achieving the
goals of the organization. Marketing team needs to manage all these information and
evaluate it from time to time so as to understand the demand and mood of the market.
 Product service management: it is one of the important roles of the marketing function
to manage the products and services that is produced by the company. Management of
products and services is helpful for adding value to them as it understands that it is the
only thing for which customer pays (Bean and Hussey, 2012). Product and service
management starts from the day it is produced to the time it is delivered in the hands of
consumers. Safe distribution is also the part of product and service management.
 Pricing: It is one of the prime responsibilities of the marketing unit. By applying
effective market strategy it can beat its customers. Pricing is always dependent on the
value of the products in the minds of products. Smart pricing helps in increasing the sales
of the product as well as ensuring that maximum benefit is obtained from the product and
services developed.
 Information and communication system: It is the responsibility of the marketing team
to use ICT so as to make the internal and external communication of the company
effective and smooth. It is important for the marketing team to set effective
communication with the customers so as to solve their queries and leading to the sale of
the company’s products. It is also important role of the company to set up internal
communication in a better way so that there is no conflict in the process of product
development.
 Establishing coordination: One of the important responsibility of the marketing team is
to establish the coordination between organizational units. It is helpful for resolving the
internal issues. Establishing coordination in a perfect manner helps to improve the
smoothness of the working process as well as producing products as per the demand of
the market that too on the time.
TASK 2
P2. Roles and responsibilities of marketing related to wider
organizational context.
Inside an organizational there are several organizational units. Marketing functions has
several roles and responsibility related to wider organizational context. Some of the role and
responsibility of the marketing is as follows:
 Finance department: It is one of the important units of the organization who has a role
of managing the cash flow in various other organizational units as per their activities they
perform (Huotari and Hamari, 2012). It helps to manage the financial condition of the
company which is necessary for evaluating the performance of the firm. In your
destination marketing company works hand in hand with the finance department so
allocate them funds for the development of the new product. They both work
simultaneously to evaluate the profit margin of the company.