Marketing Essentials: Understanding the Role and Interrelationships of Marketing

This report delves into the fundamental aspects of marketing, exploring its role within an organization and its interrelationships with other functional units. It examines the key roles and responsibilities of the marketing function, analyzing how they contribute to the wider organizational context. The report also investigates the significance of interrelationships between marketing and other departments, such as finance, operations, production, and human resources. Furthermore, it critically analyzes and evaluates the key elements of the marketing function, including research, tactics, strategy, and planning, and how they interrelate with other functional units. The report concludes with a detailed, coherent, and evidence-based marketing plan for a transportation company, Your Destinations, strategically applying the 7Ps of marketing to achieve overall marketing objectives.

Unit 4 Marketing Essentials
1

Table of Contents
Introduction......................................................................................................................................4
Part 1................................................................................................................................................5
LO1 Explain the role of marketing and how it interrelates with other functional units of an
organisation......................................................................................................................................5
P1 Explain the key roles and responsibilities of the marketing function....................................5
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context..........................................................................................................................................8
M1 Analyse the roles and responsibilities of marketing in the context of the marketing
environment...........................................................................................................................10
M2 Analyse the significance of interrelationships between marketing and other functional
units of an organisation..............................................................................................................12
D1 Critically analyses and evaluates the key elements of the marketing function and how
they interrelate with other functional units of an organisation..............................................13
Part 2..............................................................................................................................................15
LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve
overall business objectives............................................................................................................15
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives......................................................15
M3 Evaluate different tactics applied by organisations to demonstrate how business
objectives can be achieved.....................................................................................................17
LO3 Develop and evaluate a basic marketing plan.......................................................................18
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P4 Produce and evaluate a basic marketing plan for an organisation........................................18
M4 Produce a detailed, coherent evidence-based marketing plan for an organisation..........20
D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve
overall marketing objectives..................................................................................................21
Conclusion.....................................................................................................................................23
References......................................................................................................................................24
3

Introduction
In this report work, an in-depth analysis of the marketing will be covered. A close study would
be done on the marketing roles and its interrelation with the other departments units and
operations of the company. With a view to expand the business operations of Your Destinations,
the role and importance of marketing become very important. With the completion of this work,
there will be a better understanding of marketing and its role and importance for Your
Destinations. Also, it will cover various responsibilities and roles of the key marketing functions.
With the help of this, Your Destination would be available to make decisions for its marketing
mix plan and strategy. It will cover the analysis of the responsibilities as well as roles of the
marketing mix in. This report has been examined 7P’s of marketing. With the use of 7P’s of the
marketing mix, a marketing plan would be formulated for the organisation. A detailed, coherent
and detailed plan would be formulated for Your Destinations. With the help of this overall
report, Your Destination company would be able to gain a competitive edge in the market which
would benefit the whole organisation and help in the smooth expansion of Your Destination in
other parts of the country.
4

Part 1
LO1 Explain the role of marketing and how it interrelates with other functional units of an
organisation.
P1 Explain the key roles and responsibilities of the marketing function.
In today’s era of stiff and cut throat competition, it becomes very necessary for the business
organisation to possess something special in them that it works as an asset for the organisation
and can help the business in getting a competitive edge in the industry. The something special
feature or factor is the strong marketing strategy of that particular organisation.
Marketing can be said a set of activities which are focused to increase the value for the
customers as well as for the organisation. It can be treated a sum total of all the activities which
are carried on by the organisation to build the desire of buying a particular product in minds of
the customers. In other words, the marketing function is an organisational function that aims at
promotion, distribution, the sale of organisational products and services (Pride, et. al., 2012). It
helps in building sound customer relations and attaining customer loyalty.
Roles and responsibilities of marketing
5
Role of
marketing
market
analysis
Smooth flow
of products
and services
Optimal
utilization of
resources
Increase
awareness
Increase
efficiency Goal
achievement
Creating
customer
value
Knowing
customer
perception
Forecasting

(Figure: 1 roles and responsibilities of marketing)
(Source: By Author)
Creating customer value
The foremost responsibility of marketing helps in creating value for the customers. The creation
of values help in attracting the customers in the organisation and it will help in building an urge
to purchase organisation products and services. At Your Destination Company, the creation of
value will help the company in many folds as by attracting more and more customers in the
company, it can achieve the target of its expansion in other parts of the country.
Goal achievement
Marketing can help in achieving the organisational goals and objectives single headedly. It can
be achieved as it will help in creating awareness in the market that in turn help in building
demand and demand can lead to increase in sales and services (Armstrong, et. al., 2015).
Ultimately, the organisational goals can be achieved easily.
Increase awareness
Marketing activities are carried on to increase the level of awareness in the market. The
promotion activities are centered at increased the knowledge and spread awareness about the
services. A great level of awareness will help in creating a high brand image and creating a
strong customer base.
Optimal utilization of resources
Marketing activities can help in optimal utilization of the company resources. It can be ensured
by avoiding duplication and overlapping of work (Goetsch and Davis, 2014). It will help in
cutting down the cost and increasing profit margins.
Knowing customer perception
Customers are the ultimate king of the market and the marketing activities are centered towards
them and ensuring their development is the main target of the organisation. Customer perception
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keeps on changing with time and these changes can be analysed with the proper use of marketing
activities only.
Forecasting
Marketing also helps in forecasting the future trends for the business. It helps in analysis of the
changes in the market scenario and other key factors which must be kept in mind for the better
conduct of the organisation.
Market analysis
Increased competition and changing circumstances make it important to do a market analysis on
a regular basis (Jobber and Ellis-Chadwick, 2012). Market analyse is helpful in knowing the
changing scenario, competitor’s analysis and customer analysis that will help the Your
Destination in changing and adjusting the policies and strategies accordingly.
7

P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context.
Marketing roles and responsibilities are of great use for the whole organisation. Other
departments of the organisation which includes human resource, finance, and operation can also
be benefitted by the use of marketing department. It can be said that it provides a linking pin
between the different departments of the organisation. It can be said from the following;
(Figure: 2 organisational departments)
(Source: By Author)
Marketing roles and responsibilities relate to the wider organisational context:
Finance
Finance department can be related to marketing roles and responsibilities by it can use the data
collected by the marketing department on recent trends in finance and current financial scenario
in the market. The use of data can help the finance department in formulating the strategies
accordingly.
Operations
8
Human
Resource
ProductionFinace

The operational department can be related to providing the required source of information to the
marketing department and do the same to analyse the current scenario (Wilson, et. al., 2012).
Production
It can use the information by the means of market survey and market research. The market
research conducted by the marketing department can help the production department in a direct
way by providing knowledge about the current trends in production.
Human Resource
The supply and demand of the capable human resource can be known by the use of effective
market strategy. It can provide a better view of the whole market scenario of the human resource
availability and can help in analysing the factors associated with it (Westwood, 2016).
From the whole view, it can be said that marketing roles and responsibilities are working for the
favour of the other departments which in turn in benefitting the whole organisation.
9

M1 Analyse the roles and responsibilities of marketing in the context of the marketing
environment.
The environment in which the Your Destination carries on its working can be said as the
business environment. The business environment is highly affected by the internal and external
factors of the environment. Talking about the marketing environment, it is a set of a group of
activities and forces which are not controllable in nature and they directly or indirectly affect the
working capability of the company. A number of factors are involved in the marketing
environment.
(Figure: 3 types of the environment)
(Source: By Author)
Internal environment
The internal environment comprises of the internal factors in Your Destination that are within the
approach of the organisation. It covers, the management competencies, capital structure,
organisational structure etc. it can be controlled and managed by the management itself.
External environment
The external environment is more dynamic in nature when compared to the internal environment.
It covers the ever-changing factors which are not in control of the Your Destination. It involves
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Internal External

customers, social conditions, technological factors which affect the working of the organisation.
These factors are beyond the reach and unpredictable in nature (Kotler, 2015).
Roles of marketing in the context of the marketing environment
Analyse the market completion
Marketing activities and practices help in analysing the market competition. It can help in
analysing the competition by providing the accurate data which can help in analysing the market
competition. Solutions can be proposed to take the effective measures to overcome the problem
and concern.
Market analysis
It means the in-depth analysis of the conditions and circumstances which are prevailing in the
market. It helps in adjusting the strategies and policies according to the changing scenario of the
business.
Product analysis
Under product analysis, it covers the specifications of the products and services which are in
high demand and are easily acceptable to the customers (Baker, 2014).
Sales analysis
In sales analysis, the means and methods are proposed to increase the sales for the organisation.
It will propose new and latest techniques which can be used to increase the sales.
Customer analysis
It helps in studying the customer perception and knowing the mindset of the customers. It will
help in knowing the customer’s needs and demands, and they can match it after changing the
product or the services.
11

M2 Analyse the significance of interrelationships between marketing and other functional
units of an organisation.
Every functional unit of an organisation is interdependent in nature. The interdependency helps
the organisation in building the cooperation in the organisation. At Your Destination, all the
functional units are highly dependent on each other. It can be said by the following:
The significance of the interrelationship between marketing and other functional units:
 Increases cooperation
The interdependency is important as it helps in building and increasing cooperation within the
departments of the organisation. It can be achieved by allowing the different departments in the
free flow of communication and building trust between them.
 Avoid duplication of work
It helps in avoiding duplication and overlapping of work. By avoiding it, the cost can be
minimised and the organisation objectives can be achieved easily (Gilligan and Wilson, 2012).
 Optimal utilisation of the resources
Optimal utilisation of resources can be achieved with the help of interrelationship between the
functional units. The work done of one functional unit can be rated and evaluated by the other
department which can do the work in most effective manner.
 Smooth functioning
Marketing can help the other functional units in many ways. It can help them by providing the
relevant information to the concerned department which of use to it.
 Attainment of goals and objectives
It helps in attainment of the organisational goals and objectives as everything is well planned and
well managed in the organisation and there is a loophole which is hampering the functioning of
the organisation.
12

D1 Critically analyses and evaluates the key elements of the marketing function and how
they interrelate with other functional units of an organisation.
The marketing comprises of many key elements. These are as follows:
(Figure: 4 key elements of marketing)
(Source: By Author)
 Research
Research means searching the information on a predefined topic or the problem. Research helps
in proposing solutions for the predefined problems which are hampering the productivity of the
whole organisation (West, et. al., 2015). As problems are the part of an organisation and can
arise in any functional unit research can help in overcoming the problem.
 Tactics
The tools and techniques used in conducting the research can be used in any sort of organisation.
As discussed earlier also, all tools and techniques can be used in any research and any research,
relevant to the particular department can be implemented in it.
 Strategy
13
Research

The guidelines and framework which is used to conduct the marketing research are termed as its
strategy. The type of strategy differs from organisation to organisation (Proctor, 2014).
 Planning
The basic framework which is followed to conduct the research in the business organisation and
arranging the resources for the organisation is known as planning. Planning can easily be
interrelated with the other functional units as planning is required everywhere.
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Part 2
LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to
achieve overall business objectives
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives.
P Your Destination K-Line
Product It provides transportation
services through the means of
road transportation
It provides transportation
services through the means of
water.
Price The price charged from
customers is quite low than K-
Line transportation.
The fund required for the
business is high so the charges
are high.
Place It mainly deals in London and
Essex (McDonald and Wilson,
2016).
Its office is in central London
and covers operations in
whole England
Promotion Promotion is mainly done
through advertisements, word
of mouth.
Digital media is the main
source of promotion.
People A number of people are
involved in the operations.
Warehouse managers,
transport operators, drivers,
Ship owners, employees, crew
members, captain, vessel
owners and a number of
people are involved in the
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clients etc. whole process.
Physical Evidence Receipts, chalan, order list etc.
works as a physical evidence.
Freight charges, dock charges,
permission letter, custom
clearance letters etc are the
physical evidence.
Process When the company receives
the order for the transportation
of goods, it crosses check the
goods, check the cost
involved, take money from the
client, delivery the good and
takes the remaining amount.
In this case, all the permission
letters and clearance
certificates are properly
checked, estimation of the cost
is done, the client is asked for
the advance, goods are then
delivered (Mohammad, 2015).
16

M3 Evaluate different tactics applied by organisations to demonstrate how business
objectives can be achieved
A number of different tactics can be used to achieve the business objectives. Some are as
follows:
 Employee performance
Employee performance is checked and evaluated on a regular basis which helps in analysing the
outcome by the employees. If they are not able to work effectively then a training session is
provided for the inefficient employees.
 Proper resource allocation
Resource allocation is required as it provides the means to continue their work. The department
which needs the resources must be allocated on right time so that their flow of work remained
undisturbed.
 Cost minimisation
There is a special concern for the reduction of the cost in the company. Latest technology
equipment is used to minimise the cost and cost-effective practices are used in the organisation
(Anitsal, et. al., 2012).
 The degree of customer satisfaction
To check the degree of satisfaction of the customers, a feedback form is filled by the customers
that help the organisation whether the customers are happy with the services or not. If the
customers are not satisfied corrective measures are taken by the organisation
 Controlling
Under this technique, the comparison of the actual and the desired results are done. The
comparison process will help in knowing the loopholes which are affecting the organisation
productivity and effective methods can be taken to overcome them.
17

LO3 Develop and evaluate a basic marketing plan.
P4 Produce and evaluate a basic marketing plan for an organisation.
Your Destination is Transportation Company which provides high-quality transportation
facilities to customers at Nationwide. For achieving high success and growth it is highly
important for the company to develop a great marketing plan. By following certain task Your
Destination can develop an effective marketing plan which is given as below:
Before making marketing plan it is necessary for the company to understand its potential
customers and their expectations from Your Destinations. To identify the current market
condition and market trend Your Destination take help of marketing research. For developing
marketing plan it is essential for the company to examine its current competitors and their
strategies. In today’s tough competitive marketplace it becomes very much important for the
company to develop a marketing plan by considering all these things (Chaffey and Smith, 2013).
The main objectives of this company are to provide high-quality transportation facilities to
customers for satisfying their needs and wants. Before making marketing Plan Company
identifies its customer who uses its services and then figures out important features of Your
Destination.
It is necessary for the company to deliver services and facilities according to the current
requirement and needs of customers to satisfy them. The company identifies its target customer
that plays a very important role in marketing planning. There are so many competitors who can
give tough competition to Your Destination so it is essential for the company to identify its
competitors.
Marketing research help in analysing the current market condition, trend, needs, desire, want and
requirement of customers that help in increasing sales and revenue (Chaffey and Smith, 2013).
For achieving set goals and objectives it is important for the company to develop marketing
strategies and plans according to the customer’s needs and wants.
The main purpose of marketing planning is to improve the selling and profitability to fulfill
needs and wants of its potential customers. There is a different digital channel of media is used
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by Your Destination for promoting its marketing plan in the large marketplace. To achieve the
great result it is necessary for management of Your Destination to continue control and monitor
the marketing plan (Chaffey and Smith, 2013).
19

M4 Produce a detailed, coherent evidence-based marketing plan for an organisation
Evidenced-based marketing plays important role in the marketing strategies and plans for
achieving set goals and objectives. Your Destination needs to market its facilities and success in
the large competitive marketplace among customers to gain maximum profit. With the help of
evidence-based marketing company can evaluate customer interview, industry practices, trends,
statistics, and research to examine that its products and services work in the market or not.
To increase the scale of sales and Revenue Company need to use different information, a realistic
timeline, and planning in a marketing campaign. It is highly important for Your Destination to
identify current wants and needs of customers before making marketing strategies and planning.
It is very much important for the company to market its products and services by adding all
required information and data that help customers to make a purchase decision (Christopher, et.
al., 2013). Evidence-based marketing is beneficial for the company as it provides the current
requirement of customers and market trend on which Your Destination can give high attention.
The company must take help of market research for identifying its potential customer and target
customers that play a crucial role in marketing planning and strategies. It is necessary for Your
Destination to examine the current market position of its competitors and their pricing strategies
that help in making great marketing planning for achieving high growth and success in certain
time.
Marketing of products and services is concept and process that help the company in increasing
its customer base. Of Your Destination focus on all these factors that management of the
company can develop great marketing planning and strategies to achieve set goals and objectives
in the large competitive business environment (Christopher,et. al., 2013).
20

D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve
overall marketing objectives.
A marketing plan is tactics which are used by Your Destination to achieve high success in the
large marketplace. To increase sales and revenue it is necessary for Your Destination to use 7Ps
of marketing in marketing strategies. It will help in satisfy potential as well as target customers
in most appropriate manner. For developing great marketing plan Your Destination use 7Ps of
marketing mix which is examined as below:
Product: It is highly important for Your Destination to provide high-quality transportation
facilities and products to customers for satisfying their current requirement and needs from the
company.
Price: Your Destination must use great pricing strategies for satisfying customers and also give
tough competition to its competitors in the large business environment (Rowley, 2016).
Promotion: To increase the number of customers it is necessary for Your Destination to use
great methods of marketing, communication, advertisement, personal selling, and others.
Promotion techniques play a crucial role in attracting a huge number of the customer towards the
products and services of the company.
People: Company is unable to achieve high growth and success in the large marketplace without
the involvement of customers, employees, clients, investors, stakeholders and others. While
doing marketing it is important for the company to give high attention to its employees and
customers. For the success of the company, employees work so hard to fulfill the current
requirement of customers.
Place: It is important for the company to deliver its products and services in all corners of the
market. In the success of Your Destination availability of products and services play an essential
role in the high success and development. The company must use e-commerce platforms to
deliver its services to potential as well as target customers.
Physical environment: Company must deliver great packaging of goods and services for
making the great experience of customers (Rowley, 2016).
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Process: Company must use customer-oriented approach to operational and production of goods
and services to satisfy needs and wants of customers. The main objective of Your Destination is
to provide high-quality transportation services to customers at less price by using great
techniques in business operations.
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Conclusion
With the completion of the assignment work, it can be said that marketing plays a huge role in
determining the success of the organisation. It can be said that, in today’s era of great
uncertainties, marketing is one of the most effective and prominent tools to judge and minimise
the effect of the uncertainties on the company. It can be analysed that, the importance and
significance of the marketing strategy are that it helps in forecasting the future, market analysis
and getting an edge over the competitors. The marketing mix can help the organisation in many
folds. It helps in better analysis of the competitor’s strategy, building a strong customer base,
formulation of strategies etc. it can be said that with the help of appropriate marketing plan and
strategy, the circumstances become quite manageable for the company. With the opinion to
expand the company, an in-depth analysis of the market entry, market strategy, competitor’s
positions etc. are required and of the company’s need can be fulfilled by the use of a sound
marketing plan or policy. The 7P’s of the marketing mix which are promotion, price, place,
product, physical evidence, people and process helps in getting the 360* view of the
organisation. It helps in gaining a better understanding of the circumstances and prevailing
conditions. It can be said that the formation of a marketing plan is very necessary for surviving in
the market. Also, the expansion of the company can be achieved with the use of marketing plan
only.
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