Importance of Marketing Function in Organizational Context

Marketing Essentials
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Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Elaborate major role of marketing function. .........................................................................3
Elaborate roles of marketing in wider organisational context. ..............................................6
Comparison in between different organisations by applying marketing mix for gaining
desirable outcomes. ...............................................................................................................8
Produce and evaluate a basic marketing plan for an organisation........................................12
CONCLUSION .............................................................................................................................16
REFERENCES .............................................................................................................................18
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INTRODUCTION
Marketing is chain of processes of moving all products and services from initial stage the
end user. In marketing activities includes the advertisement, selling and delivery of products and
services to end user by identifying their needs and demands (Amin, 2019). The marketing
department professionals and promotion department have to collect potential information for
seeking attention of their key potential audience by using advertisement. Promotions crafted by
targeting the certain audience and many involves endorsement of celebrities, catchy slogans,
delighted packaging and graphics many more. Marketing revolves around the four things which
is product, price, place and promotions which provides the whole knowledge regarding the
products and services potentially. This assignment rely on Wm Morrison super market which
trade as Morrisons as an 4th largest supermarket in UK marketplace. Respective assignment rely
on major roles of marketing function in organisation. Further it elaborate way roles and
responsibilities of marketing related with wider organisational context. It also includes
comparison in ways different organisations applied marketing mix to marketing planning process
in order to attain desirable outcomes. At last it includes the building and evaluation of basic
marketing plan in an administration.
MAIN BODY
Elaborate major role of marketing function.
Within organisation there are number of marketing functions that are assembling of
marketing information, planning of market, formulation of products, grading and standardization
and many more (Andersen, Weisstein and Song, 2020). All functions of marketing obtain very
great role in building the consumer perception regarding the products and services for gaining
potential outcomes. In context of Morrisons department of marketing accountable for increasing
revenue, enhancing share of market and contribution in organisational revenue and sustainability
in marketplace. In the small business the marketing department only have the one person or
include just the marketing executive that accountable for all kinds of functions such as
advertisement, publication or any kind of events. In context of Morrisons their roles and
responsibilities of the marketing function that are as follows:
Gathering and analysing the marketing function:
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The first and foremost function of marketing is the collect and after that analyse the
information in most potential manner. In context of Morrisons it is essential to evaluate needs of
consumers which assist in taking judgment regarding the flourishing marketing of products and
services in marketplace (Anderson and et.al., 2020). Morrisons tries to collect potential
knowledge regarding consumers changing taste such as consumers become very health
conscious. In that regards it is potential to build healthy food as per consumer demand. The
another consumer preference is virtualisation effect that provides virtually overview of services
before consumption of it by consumers. In that regards marketing functions is very significant in
formulation of goods as per consumer demand for gaining potential outcomes.
Marketing plan:
Another important function of marketing is to build the plans for increasing production
and sales by promoting the products in the wider marketplace. It is significant for administration
for administration to formulate the course of actions to implement the plan within the
organisation by setting goals and objectives (Arendt and Allain, 2019). In context of Morrisons
to upgrade their services such as for providing organic and healthy food need to build plan and
strategies to go systematically in achieving desirable outcomes. Marketing department plays very
significant role in distributing roles of individuals in order to achieve best outcomes from them.
Product designing and development:
The another all-important function of marketing is to designing of commodity in most
attractive manner for ease of consumer decision making. In product designing includes the
decisions related to the quality standards used to shape or design of product, packaging and in
other aspects. In context of Morrisons which is the supermarket in which packaging of products
plays very significant role as people are very much aware about environment for reducing the
packaging wastage. In that regards it is the obligation of marketing department to collect
necessary knowledge and information regarding the competitors and their packaging strategy. To
accumulate knowledge regarding substitute of plastic so that best products and services at
reasonable cost should be offered to consumers.
Branding:
Branding is one of most essential attribute for an governance that assist to build
differentiation effect of product in comparison to their competitors. Branding is the process of
giving a brand name to the product that not only helps to enhance sales but also sustainability in
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the marketplace. In that regards the major function of marketing is to take important decision
under respective strategy is whether to provide separate brand name or all products of a business
firm (Chiguvi, Madondo and Tadu, 2019). In context of Morrisons by possessing distinctive
image in market that possible due to their product quality and services. They can be able to
acknowledge consumers in regards of their products by using the distinctive promotional strategy
in marketplace. So it is very likely for an governing body to market their products and services in
proper manner by which consumers can distinctive from the competitors goods for taking crucial
decisions.
Customer support service:
Key of marketing attainment rely on consumer gratification which is essential function
of marketing to provide no. of consumer assistance services to end user. In customer support
service includes after sale services, providing credit facilities, handling consumers grievances,
delivering satisfactory information to them. In context of Morrisons, they very much conscious
about serving consumers as they take feedbacks from them in order to improve in near future.
With the help of after sale services they can be able to build positive experience for users in
gaining potential outcomes. So it can be said that marketing is very much crucial for
administration to reach and promote the products in wider marketplace potentially.
Analysis of roles and responsibilities of marketing in context of marketing environment.
Marketing defined as an collection of various kinds of activities undertaken by
organisation for gaining the profitability in marketplace. Marketing plays very much crucial role
within the organisation by building the marketing strategies and tactics (Fairley, 2019). A
marketing manager within the a firm is responsible for identification of users choices to deliver
the most valuable products to the end user. In context of Morrisons which is the supermarket
chain by using strategic planning which is a managerial process for gaining balance in between
goals, objectives and materials in dynamic business environment. In that regards leading role of
marketing department is to accumulate essential information to accordingly mould their activities
for gaining competitive advantage. The another major important attribute is to monitor the
business environment as it impact on organisational works and activities potentially. In context
of Morrisons in changing global scenario, it is potential for marketing department to analyse the
6 key biology forces that is demographic, economic, socio cultural, natural, technological,
political and legal forces (Fill, 2019). By obtaining crucial information regarding the forces,
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organisation can mould their strategies and tactics accordingly for gaining potential outcomes.
So it can be said that marketing plays very much essential role within organisation in planning
and scheduling of activities properly.
Elaborate roles of marketing in wider organisational context.
In an administration there are no. of department work simultaneously for gaining the
organisational goals and objectives such as human resource, marketing, finance, production,
research and development which collaboratively work. All departments closely related with one
another and share roles with one another potentially. In context of Morrisons, there are various
departments work together in gaining desirable outcome. Here are the various departments of the
Morrisons work collaboratively in achieving desirable outcomes:
Finance department: Finance department is portion of administration which negociate
money and in its business functions includes planning, organizing, accounting and auditing of
organisational finance (Ganjre, 2019) . Now a days respective department carry out various
activities both in side and outside of firm. Functions of a firm directly rely on way to operate
finance department. In context of Morrisons they appoint specialised individuals in each and
every field in order to carry out business activities potentially.
Human resource department: HR is the organisational department that is responsible for
finding, screening, recruiting and provide training and development in order to provide employee
benefit programs in order to select most potential candidates. In context of Morrisons they focus
on selecting most potential candidates in order to improve the working of their organisations.
Marketing department:
Marketing department helps to promote the business and potential drivers of sales of
goods and services. By giving adequate information regarding the users choices and changing
trends in framing products accordingly. In context of Morrisons they with help of marketing
department can be able to acknowledge consumers taste and preferences positively.
In context of Morrisons they have close relationship with the other departments and share
responsibilities in gaining the desirable outcomes positively. In context of Morrisons they have
close relationship of marketing department with other department which helps in gaining
desirable outcomes potentially.
Human resource with marketing: Human resources department of firm is that
department which is responsible for management of human resources of organisation. This
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