Roles and Responsibilities of Marketing Function in Organizational Context

This article discusses the key roles and responsibilities of the marketing function in the wider organizational context. It explores the interrelationship between marketing and other functional units of an organization. It also compares the ways in which different organizations apply the marketing mix to achieve business objectives.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1: Explain the key roles and responsibilities of the marketing function....................................3
P2: Explain how roles and responsibilities of marketing is related to wider organisational
context..........................................................................................................................................5
M1: Analyse the roles and responsibilities of marketing in the context of the marketing
environment.................................................................................................................................6
M2: Analyse the significance of interrelationship between marketing and other functional
units of an organisation................................................................................................................7
D1: Critically analyse and evaluate the key elements of the marketing function and how they
interrelate with other functional unit of an organisation..............................................................7
TASK 2............................................................................................................................................8
P3: Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives........................................................8
M3: Evaluate different tactics applied by organisations to demonstrate how business objective
can be achieved..........................................................................................................................11
TASK 3..........................................................................................................................................11
P4 & M4: Produce and evaluate a basic marketing plan for an organisation............................11
D2: Design a strategic marketing palm that tactically applies the use of 7P's to achieve overall
marketing objective....................................................................................................................14
CONCLUSION..............................................................................................................................14
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing encompasses the process of understanding customer behaviour by creating
desire for right product amongst target market. It essentially involve activities like maintaining
communication, deliver as well as exchange vital information with customer, partner and society
by opting desirable promotional tool. The process helps to redefine the opportunity or problem
exist in external market in terms to monitor as well as improve the marketing performance
significantly (Akbar, Omar and Wadood, 2017). Thus, marketing essential is considered as an
essential part of an organisation as it helps to successfully gain the deep design based on which
all the policies and reforms are designed to tap the untapped opportunity and gain loyal customer
base.
To better define the report Amazon company has been selected which is the multinational
company of America which is the part of E-commerce industry. The company is responsible to
connect the wide number of parties like businesses and customers through virtual media that can
be easily accessed by interest group or audience. It basically offer wide amount of goods and
services like apparel, electronic item and home appliance for the convenience of customer. This
report cover topics like determine the role of marketing function also represent the interrelation
between marketing and other functional unit. Compare different organisations on the basis of
elements of marketing mix with the objective to attain business objective. Further, develop the
marketing plan for an organisation.
TASK 1
P1: Explain the key roles and responsibilities of the marketing function
Marketing function of an organisation is responsible to identify and successfully place the
offering within marketplace. This involve the role of marketing manager that gains deep insights
and adequate market information in terms to participate in long run success. Such function led
the firm to differentiate the product from other rivalry on the basis of Unique Selling Proposition.
Thus, the explanation of some marketing functions in relational with Amazon company is listed
below:
Product and service management: Products and services are basically the offerings of
company in which it deals and generate desirable amount of revenue to enhance profitability.
Whether the company focuses to create or sell out either single or multiple product line attention

is given to manage the attributes of product. The marketing manager of Amazon company is
responsible to successfully manage different product line in order to cater the existing
requirement or preferences of customer. For instance, if existing or potential customer does not
find the products of Amazon desirable then it will create dissonance not only for particular
product but for whole brand. Thus, the company with the help of online medium need to
maintain E-CRM with ultimate user by managing their changing requirements effectively .
Financing: Companies require finance to perform each and every activities of business.
Other than routine activities if business entity prefer to expand the product line, add variants,
modify existing offering and diversification brand in global market look for suitable sources of
fund. In relational to Amazon company incorporate its operation in global market due to which
they look for desirable sources in terms to extend the credit limit. This led company to
effectively stretch its operations for the convenience of diverse stakeholders like customer,
supplier and so on (Arunachalam and Sharma, 2019). Dependency of adequate sources assist
company to extend the credit limit and carry out routing performance without any hindrance.
Distribution channel: Distribution channel involves the presence of intermediators in
terms to transport the material from company to the ultimate user. It is an essential part of
marketing function as it helps to mitigate the gap between company and customer by offering
them the desirable offering. In relation to Amazon company have online presence and follows
both direct as well as indirect channel of distribution in terms to transport the offering for
external stakeholders. This involve dependency on warehouse that help to store excess inventory
in terms to effectively transport and cover requirement of diverse customer. The extensive use of
website and application assist marketing manager to accommodate the requirement of traffic
generated from various sources. Thus, focus is given to effectively design online catalogue and
handle the requirements of people by delivering product at their respected places successfully.
Marketing Information system: As the organisation function within dynamic
environment where the preferences, trend and requirement of customer constantly changes. Due
to which it is the responsibility of marketing manager to remain well versed with changing
circumstances (Baker and Magnini, 2016). Amazon company have centralised software that store
all the essential details of customer in terms of their name, location, mail id, address and choices
of product. Generation of collective data helps the company to produce relevant information

based on which they can shape out their strategy. Therefore, this marketing function helps to
focus on the upcoming requirement of customer successfully.
Customer service support: Marketing function cover all aspects which beings from
identifying the requirement of customer and function till delivery of after sale services in order to
maintain the signifiant experience of customer. Similarly, this marketing function is applied to
Amazon company as the representation of company remain connected with the customer in order
to understand their query and resolve it effective (Brychkov and Domegan, 2017). The website
of company comprises of reviews sections where feedback as be posted. Along with that helpline
number or email id of company can be accessed to share the grievances which is resolved by
internal representative successfully. Thus, it led company to mitigate the chances of dissonance
or negative referral that can affect the market share of brand.
Therefore, all the roles and responsibility associated with marketing function helps to
enhance the satisfaction of customer. The company needs to acknowledge the changes and
effective manage the long term relationship with customer by effectively delivering the pre and
post sales services significantly.
P2: Explain how roles and responsibilities of marketing is related to wider organisational context
The objective of an organisation can be attained due to the cumulative effort of diverse
functional areas that syntagmatically coordinate their efforts in order to produce desirable result.
Internal manager or functional head of different department overview the performance of staff
and interrelate the operations with other functional area. The explanation of some functions of
Amazon company along with their interrelationship with marketing function is listed below:
Marketing and finance department: Financial department of an organisation is
responsible to carry out all the transaction which offer monetary benefits to the company. It is
essential for business entity to effective manage the balance between cash inflow and outflow so
that desirable result is produced by maximising the profitability margin. In involve preparation of
budgets that help overall enterprises to determine the expenditure they need to incur which
carrying out different activities. The financial manger of Amazon company articulate budget for
different duration which can be on monthly, quarterly or annually basis. Moreover, marketing
department involve diverse functioning that begins from analysing market trend which functions
till bringing transition and promoting the brand. All this functioning require funds due to which
marketing department depend upon financial department in terms to decide various strategies and

promote the brand successfully. Similarly, gaining market information and insights too assist
financial department in order to refine its budget and coordinate to maximise the footfall of
Amazon company.
Marketing and production department: Production department is concerned to carry
out the internal operations in terms to manufacture the final good as well as services
successfully. It helps in the optimum utilisation of resources, technology as well as manpower
that help to produce desirable result. Both marketing and production department are interrelated
with one other like marketing department offers the detail to the production department in terms
to bring alteration or manufacture new product on the basis of changing behaviour customer.
Based on the relative information production department of Amazon company promote transition
which further enhances the sales as well as profitably of overall enterprises on which marketing
function depend to satisfy the requirement of existing and potential customer.
Marketing and human resource: Human resource department of an organisation is
responsible to effectively manage the manpower. It encompassing functioning like carry out
recruitment or selection cycle, conduct performance appraisal and focus on training and
development. Amazon company hire diverse and inclusive workforce due to which the manager
of company focuses to constantly enrich the capabilities of their staff by updating their
knowledge and skill. Marketing department depend upon HR department to groom the
personality of staff (García-Medina, Farias Coelho and Bellido-Pérez, 2017). With the help of
interpersonal, communication and problem solving skill they effectively understand requirement
of potential customer and resolve their query successful. Further, HR department is interrelated
with marketing department as during the time of any vacancy and to understand the requirement
of job seeker they gain information from marketing department.
M1: Analyse the roles and responsibilities of marketing in the context of the marketing
environment
It is important that the roles and responsibilities of marketing need to be appropriately
defined and described in relation with the marketing environment. For this, it always consider
both internal and external elements which are needed to be assessed in systematic manner so that
its functions are related with marketing. In relation with Amazon, its marketing department is
needed to determine the political scenario, social factors and uniqueness in online industry as it
helps in formulating suitable strategies which improves the application of company.

M2: Analyse the significance of interrelationship between marketing and other functional units
of an organisation
By considering the above information, it is determined that interrelationship among the
functions of company is important in an appropriate manner which leads to take organisation
towards success and useful in avoiding conflict. In addition to this, its importance which keep
them in link is also useful in allowing and determining the proper support in which each activity
perform its functions in specified manner in order to achieve objectives of organisation (Hisrich
and Ramadani, 2017). Furthermore, it is important to highlight the suitable facts which allows
the firm to direct their activities and also develop its strengths and reduces extra cost that to be
spent after interconnecting each and every department.
D1: Critically analyse and evaluate the key elements of the marketing function and how they
interrelate with other functional unit of an organisation
It is important that various key components and their interrelation is evaluated in
appropriate manner in order to examine the effectiveness of marketing functions of company.
For this, few of them are elaborated in relation with Amazon which are as follows:
 Research: Here, company need to involve them into marketing activities and its analysis
as it helps in advertising and communicating its products in an effective manner. For this,
Amazon use primary research in context of feedbacks which is taken after the arrival of
customers in their stores or entity. Therefore, it is determined that it needs to be analysed
in an effective manner and if not then it leads to fail business activities.
 Strategy: Here, its name reflect its functioning as it is concerned with the enhancement
and improvement of marketing strategies which is offered by company. For this,
Amazon's marketing plans are concerned with the profitability and sales of products in an
effective manner with selling and placing high quality products to their customers.
 Planning: It is concerned with the appropriate planning and forecasting for the marketing
conditions in terms of developing suitable strategies in effective and efficient manner
(Karnaukhova and Polyanskaya, 2016). In terms of Amazon, its strategic objectives are
relies on the assumption of marketing conditions and demands which is concerned with
the products of company.

TASK 2
P3: Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives
Marketing mix represent the set of actions which is designed by manager to promote
diverse product and services of company. This considerable assist an organisation to place right
commodity within the right geographical market and at desirable time as well as price.
Comparison on Amazon and its competitors Walmart on the basis of marketing mix tool is
determined below:
Basis of difference Amazon Walmart
Product Amazon has become one of the
most leading brands that
communicate and deliver the
services through online platform
due to which the application as well
as website of company is highly
accessed by global customer in
terms to place the order. Online
catalogue of company involves
different section which are related
to electronic gadgets, clothing,
home décor item, book seller etc.
the company constantly practices to
enhance its product portfolio by
adding services like e-book reader,
Amazon Prime and Kindle.
Walmart is multi brand outlet that
too deliver wider range of product
and services like clothings, grocery
items, electronics, pharmacy,
beautify product, music and books
via its physical retail store as well as
online platform. The company
extensiveness focuses to expand its
brick and mortar outlet so that each
and every customer can avail
services effectively (Le and
Karlsson, 2017).
Price With the immense competitor
within e-commerce industry
Amazon company has set
competitive pricing strategy which
led it to become global market
Walmart company set the prices on
the basis of other competitors
because if companion set high prices
then it can loose its existing
customer. Advantage of economies

leader. It basically serve quality
product to the mass market for
which company set reasonable
prices due to which customer find it
best online place where they can
get desirable dealings (Amazon
Marketing Mix (4Ps) Strategy, 2017).
of scale allow company to set prices
lower than its rivalry without
affecting the quality of product.
Place The manager of Amazon company
has set its preferable image both in
developed and developing parts of
countries which has delivered
immense convenience in terms to
place the order through online
platform and get delivered at their
footsteps. The easy return and
courier facility of company has
assisted company to add wide
customers of different geographical
market (Okumus and Cetin, 2018)
(Pappas, 2017).
Walmart has effective covered more
than twenty eight countries and has
over eleven thousand retail outlet
that are significantly designed to
cater the requirement of customer by
delivering wide varietal of choices
under one roof.
Promotion The sales of Amazon company
extensively depend upon the
promotion due to which it uses both
traditional as well as digital
platform which comprises the use
of print advertisement, television
commercials, SEO, use of website
and email marketing in order to
gaze the interest of existing and
potential customer. Along with that
Aggressive promotion strategy led
Walmart to use the digital platform
and print ads which helps the
customer to gain awarenesses about
daily dealings and take desirable
action in favour of company
(Walmart Marketing Mix (4Ps)
Strategy, 2017).

high discount offers during the time
of festivals helps to improve
footfall of brand.
People The senior authority of company
immensely focuses on the
performance of workforce as their
efforts helps to turn out long term
profitability for firm. There are
approximately two lac employee
who are working willing for
Amazon company, so the manager
offer the training session in orderer
to enhance the experience of
employees successfully.
Global entity offer employment
opportunity to diverse workforce
who are well trained in terms to
update their existing knowledge as
well as skill. Training and
development programme of
company has increased the
motivation level of staff in terms to
serve the wide market successfully.
Process As Amazon deliver its web services
all over the nation due to which it
strategically involves the use of
warehouse to store as well as
deliver inventories on time. It even
uses supreme technology that helps
to track the information about
customer base to maintain long tern
relationship and advertise the
product within market successfully.
The processes of Walmart company
offers ease to customer in terms to
efficiently carry out the shopping
with the help of trolleys to lift bulky
items, multiple payment counter and
different modes of payment helps to
sustain the brand image (Pater and
Cristea, 2018).
Physical evidence The physical evidence of company
is its website which is designed to
offer suitable experience to
customer who access the platform
in order to make purchase decision.
The logo as well as packaging of
Retail merchandising, ambiance and
guidance from sales staff acts as a
physical evidence which encourages
the customer to repetitively purchase
shopping items from Wallmart
stores.

company is well designed and
signifies that user can get each and
every stuff within respective site.
M3: Evaluate different tactics applied by organisations to demonstrate how business objective
can be achieved
Amazon company extensively rely on marketing mix which is a powerful tool and
involve the combination of desirable strategies, actions and tactics which are implemented by an
organisation to effectively prepare marketing plan. Based on this tactic company gains
opportunity to focus on overall portfolio and participate to widen up market share by
strengthening online platform. As an organisation distribute all the offerings from its e-
commerce site due to which the manager focuses to build user friendly website which can be
easily accessed by people (Purvis, 2016). There exist 7P's that needs to be deeply analysed by
company in terms to attain predetermined objective and carry out functioning smoothly. Hence,
application of such tool helps company to build right promotional or pricing strategy in terms to
retain existing customer as well as attract potential ones effectively.
TASK 3
P4 & M4: Produce and evaluate a basic marketing plan for an organisation
Marketing plan: It is a written document which is prepared by business in terms to bring
the innovation or successfully launch new product in market. This process involves essential
actions or procedure that help to maximize the sales of company within confined duration. Based
on market plan organization analyze the situation and accordingly prepare desirable strategy as
well as budget to meet the forecast sales effectively.
Executive summary: Amazon is the well known global company which was founded by
Jeff Bezos in the year 1994 and delivery wide range of e-commerce services through digital
platform. It has considerable capitalize the market place by offering diverse range of product and
services like apparel, toys and electronics to accommodate the requirements of customer.
Thus, the company has effectively thought of launching On demand warehouse that widen up the
space to keep additional inventory (Rancati, Gordini and Capatina, 2016). This offers the
solution to company in terms to expand their network and avoid the chances of low or

insufficient inventory which acts as a gap. To carry out better processes Amazon company will
from partnership with other warehouse company in terms to lower down operation cost.
Vision and mission: The vision of Amazon company is to become market leader by
deliver favourable amount of opportunity for well-being of customer. The mission of company
is to deliver customer centric offering by mitigating the chances of long waiting time due to
insufficient or lack of inventories.
Objective: Objective of companion is to maintain additional stock by maximising the
sales of company by at-least `15% within the tenure of six months.
STP Approach
Segmentation: Amazon company after installing On demand warehouse divide mass
market on the basis of geographical and psychological segmentation.
Targetting: Both male and female who prefer doing online shopping for apparel or
electronics are targetted by Amazon company.
Positioning: The company with the help of print and social media can spread the
awareness amongst customer regarding its investment for additional warehouse in terms to
delivery all the online displayed stock effectively.
SWOT Analysis
Strength
Strong brand image has effectively helped
Amazon company to build loyal base of
customer both in national and international
market (Turban, Strauss and Lai, 2016).
Opportunity
investment in carrying out strategic alliance or
partnership from On demand warehouse acts as
an opportunity for company as it enhance the
profit of company because customer do not
have to wait for availability of stock.
Weakness
As the company has pressure to set prices
lower than other rivalries which perhaps limits
the profitability margin of company. Along
with that limited availability of retail outlet
affect the sales of company in emerging
economies.
Threat
Changing political condition, government
regulation as well as pressure from existing
rivalry acts as a challenge which affect the
functioning of an enterprisers.

Marketing mix
Product/Service Amazon company is providing new service that is On demand warehouse that
will helps to quickly deliver diverse orders at the footsteps of customer. Along
with that this help to resolve the issue of limited or confined inventory.
Price The manager of company will form partnership with warehouse company
which further lower down the operation cost and deliver products at nominal
price range.
Place Initially, On demand warehouse covers the market of America and UK after
examining the response this service will be extended to diverse market.
Promotion Social media, print advertisement, SEO and email marketing is used to
promote brand successfully.
People The company manages desirable relationship with employees and supplier to
effectively deliver the product (Faßmann and Moss, 2016).
Physical
evidence
Notifications gained by customer in terms to track the information of ordered
goods and services acts as a physical evidence for customer.
Process All the functioning of Amazon company are effectively designed due to which
the services of E-commerce is availed effectively.
Budget
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 4000 4000 5500 9500 8000
Investment 9000 10000 12500 12500 13500
Total 13000 14000 18000 22000 21500

Marketing outlay
Promotion 1500 2200 2200 2150 2600
Sales publicity 3500 3200 3100 4500 3800
Direct selling 1300 4700 2350 2900 2700
Total 6300 10100 7650 9550 9100
Therefore, it has been determined that the Amazon company needs to consecutively
invest their fund on each successive year like 13000 on first year to manage the additional stock
of inventory. This leads company to effectively allocate the function in order to maximize
profitability margin.
Monitoring and control
The internal representative of Amazon company needs to effectively track the flow of
inventory from their production unit or warehouse till delivery of item to favorable party. Along
with that external condition needs to be analyzed in order to maximize the sales of company and
meet the actual standard of company. This helps to reduce the chances of devastation and attain
predetermined standard successfully.
D2: Design a strategic marketing palm that tactically applies the use of 7P's to achieve overall
marketing objective
Marketing plans are useful in order to develop their strategies and activities which are
useful in achieving the desired goals and objectives. For this, various strategies are described
which are useful in order to describe the its sub components such as product, price, place,
promotion, process, people and physical evidence and all of them are relies on the current
situations of company as comparison to others (Zheng, Moh and Moh, 2017). Moreover, an
appropriate marketing plan is developed which is useful for company in order to determine the
new and fresh strategies which they should opt and use for the betterment of company.

CONCLUSION
From the above report it has been determined that marketing is the primary activity of an
organisation that remain concern to carry out planning, marketing as well as promotion of brand.
There are different roles as well as responsibilities of marketing manager like gathering
marketing information, product distribution and customer support services in order to deliver
quality product for the convenience of customer. The other functional area of an organisational
like research and development are effectively interrelated with marketing unit to maintain
coordination and carry out smooth operations. Moreover, marketing mix involves diverse tactics
or 7P's which are designed and focused by marketing manager to pursue the objective
successfully. Therefore, marketing plan is a written document which is maintained by an
organisation while launching new product or innovation within geographical market in order to
gain competitive advantage.

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Online
Amazon Marketing Mix (4Ps) Strategy. 2017. [Online]. Available
through:<https://www.mbaskool.com/marketing-mix/services/17022-amazon.html>
Walmart Marketing Mix (4Ps) Strategy. 2017. [Online]. Available
through:<https://www.mbaskool.com/marketing-mix/services/16887-walmart.html>
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