Marketing Essentials: Roles, Responsibilities, and Marketing Mix

This document discusses the key roles and responsibilities of the marketing function, how they relate to the wider organizational context, and how various organizations apply the marketing mix to achieve their objectives. It also includes a basic marketing plan for BMW. The document is relevant to the subject of Marketing Essentials and is suitable for students studying marketing or business courses.

Marketing Essentials

Table of Contents
INTRODUCTION................................................................................................................................3
TASK 1 ................................................................................................................................................3
P1 Discuss the key roles and responsibilities of the marketing function.........................................3
P2 Analyse how roles & duties of marketing relate to wider organisational context......................5
TASK 3 ...............................................................................................................................................6
P3 By comparing analyse ways in which various organisation apply marketing mix to planning
process to achieve objectives...........................................................................................................6
TASK 3.................................................................................................................................................9
P4 Develop basic marketing plan for BMW...................................................................................9
CONCLUSION..................................................................................................................................12
REFERENCES...................................................................................................................................13
Books & Journal:...........................................................................................................................13

INTRODUCTION
Marketing is wider and it is becoming difficult for organisations to carry out their functions
& operations in proper manner. It is important for entities to focus on their marketing essentials so
that goals & objectives are achieved effectively. BMW, a multinational corporation headquartered
in Germany. The auto mobile company deals in vehicles, aircraft engines etc. This report
comprises of roles & responsibilities of marketing function, relation of role with organisational
context, marketing mix and marketing plan. The report gives brief knowledge about how marketing
essentials can be used to increase the productivity of firm. When selecting essentials they are to be
used with proper considerations so that problems do not occur in near future (Lewis, 2016). The
dynamic nature of market has increased the importance of marketing essentials.
TASK 1
P1 Discuss the key roles and responsibilities of the marketing function
In business sector, it is necessary to be aware about marketing functions as they help in
carrying out the all activities effectively. Marketing is adopted by enterprise with aim of increasing
productivity, promotion, advertising and to get brand recognized within the market. It is time
consuming procedure but is used with appropriate measures. In relation with BMW, they also focus
on roles as well as responsibilities of marketing function which are discussed below-
Roles
Managing brand- In this competitive era, it is crucial to maintain brand as because
customer have a perception that organisation with brand image provides quality of services &
products. In context with selected firm, they also maintain and focus on their brand image through
delivering high quality of product to their customers. Therefore, advertising & promotion tools are
to be used enhance goodwill of enterprise (Perreault, 2018).
Market research- Another role of marketing function is to implement or conduct market
research in so that demands and requirements are being examined of customers. In relevance with
selected firm, by conducting market research they are able to achieve competitive advantage. This
help them in using of their resources in most efficient manner. Thus, it allows company to grab
opportunity.
Internal communication- Further, role is to produce an effective communication so that
message is communicated at workplace in proper way. This is necessary to use suitable tools for
communication so that conflicts are reduced. In context to chosen corporation, they use e-mails, text
messages for proper communication. It depends upon firm to use which type tool for
communication.

Responsibilities
Fulfilment of customer needs- The selected firm targets usage of effective tactics so that
correct measures are adopted for analysing and identifying demands as well as needs of end users.
They also focus on customers preferences which help in them developing their product accordingly.
Tracking of trends & competition- Then another responsibility is to have a knowledge
about emerging trends and factors which are followed by everyone. Moreover, it is also crucial to be
aware about degree of competition so that decision making is done effectively. Thus, by focusing on
this responsibility, they will be able to use strategies properly (Wu, 2018).
Innovation- In market, it is necessary to produce some innovation so that new ideas and
thoughts are generated. Main purpose of BMW is to introduce and implement innovative products
to their customers. This assist entity in increasing of customer retention time period. Brand is more
recognisable when such inventions or innovations are being introduced at marketplace. For
example- The chosen corporation has developed new car named as BMW Vision which is different
from other cars & models (Zwart, 2016).
Market information- This is also important as because it is duty of entity to use and access
market information in appropriate manner. In relation with selected firm, they manage this
responsibility by analysing external as well as internal environment. It is essential to use
information in confidential way so that it is not used by third party.
Product designing & thinking- Then, it is responsibility of organisation to produce the
products in market with unique and innovative design. Through this, they are able to provide total
satisfaction to customers. By deigning and thinking, it is easier to attract more customers for
business at larger scale. Being different leads to attracting more prospects towards the product.
Funding- This is considered as most crucial responsibility of corporation as it is necessary
to have adequate amounts of funds within he management so that business operations are carried
out properly. Without funds, it is not possible for selected firm to run their activities. It is duty of
management to assures that everything has a record so that which can be used at time of emergency.
Thus, the stated paragraph shows that it is duty of manager to make ensures that all roles as
well as responsibilities are carried out & managed appropriately. Moreover, decision making is to
be done in such a way that objectives are achieved in appropriate way. With appropriate analysis,
these can be fulfilled in effective manner.
P2 Analyse how roles & duties of marketing relate to wider organisational context
The concept of marketing includes promotion as well as advertising of product, activity of
satisfying customers needs. It is a broader concept which is needed to be understood in proper
manner. By properly going through this, organisation is able to increase their productivity level &

progress as well as performance level at wider scale. Furthermore, in relevance with chosen entity
they use this concept by conducting analysis which help them in making decisions. Companies
often use various approaches to handle or expand roles of such departments.
So, it is crucial to relate various departments with organisation and functions & which are
explained below-
Marketing & HR department- The human resource of company plays vital role as they
help in recruitment, selecting of capable candidates and managing other activities. Also, they are
responsible for managing polices, procedures within the organisation. In context with selected
enterprise, marketing sector provide crucial credentials to human resource department as it help
them in analysing which post are vacant, what new changes are to be adopted etc. Such type of
information assists HR to to regulate rules accordingly (Pistol, 2017).
Marketing & finance department- In an corporation, finance and audit department plays
vital role as because they handle as well as manages all cash inflow & outflow and keep record of
everything transactions. In relating it with marketing sector, as it involves promotion, selling ,
advertisings of product they require a record of every cash used within the business . In relevance
with BMW, they have well organised finance team which manage every cash transactions. Thus, it
is important to hire the deserving employee for such crucial roles.
Marketing & Research and development- The research development sector manages all
kind of research, testing, etc. within a particular firm. Huge amount of capital is invested by
corporations into this department. The chosen enterprise focus on this though involving high level
of expertise, knowledgeable & skilled personnel. Data as well as credentials gathered from this
department help marketing managers to access and examine needs of end users within a interval of
time (Khorsheed, 2020).
Marketing & production- In business, production is an integral part which & is used at
time of developing product or services. Both marketing as well production department are
dependent on each other as because without successful completion of production of units, marketing
cannot be done. In reference with chosen corporation, they systemically process their functions
which help them in achieving mission. As company have a large department of production they
focus on new methods at workplace so that other related sector are being carried out.
In reference with BMW, manager of firm focus on all the above given departments which
help in completion of work more effectively. Correct measures are to be adopted so that it become
easy in identification of conflicts or errors. Moreover, a positive relationship is established and
developed. This leads to increasing of performance & progress level of entity.

TASK 3
P3 By comparing analyse ways in which various organisation apply marketing mix to planning
process to achieve objectives
Marketing mix is defined as process of implementing and using of different tactics with
motive of promoting product within the market (Islam, 2020).It is used by marketers with purpose
of promoting & increasing sales of product at wider level. In reference with chosen firm, they also
target their market on basis of these mix as it assist them to identify their potential customers &
reduce problems. Therefore, it includes 7 P'S which are mentioned below-
Components BMW Audi
Product It refers to selling of something in
which satisfies the needs & demands.
It has many models products in market
& are purchased by end users such as
BMW X series, M series, etc. The
value of product is at affordable rate.
They consistently manufacture their
The company has variety of auto-
mobile products such as Audi q
series, a series, etc. Their quality is
much more refined compared to
BMW (Münzel, 2019).

product so that end users stick with
brand for longer period of time.
Price It refers to value of anything which is
used for exchange. There are different
types of pricing strategy which are used
by corporation such as price skimming,
penetration, psychological pricing etc.
So, selected enterprise focus on
premium-tization pricing strategies. It
have deep impact on consumers mind &
behaviour. As with use of this strategy
they are able to fulfil demands as well
as requirements. This strategy specifies
that as demand rises consumers are
ready to pay for higher prices also.
They uses premium strategy as they
manufactures luxurious cars &
deliver high quality of services to
end users. Furthermore, clients &
end users are ready to pay for
higher prices because of build
quality of their cars (Dörnyei,
2020).
Place It refers to location of product where
there are distributed or manufactured.
The selected firm, has around 6000
dealerships across the globe & 150
sales representative. It is crucial to
analyse that location is nearby where
customers can easily access (Burgard,
2019).
In this, they have been developing
their locations of product mostly in
Asian market such as in India.
They have been able to expanding
their network worldwide.
Promotion It is defined as process of
communication in between buyers &
sellers influencing buyers to purchase
product of organisation. So, the entity
uses online and offline modes of
promotion.
They mostly uses offline modes of
promotion as because they are
partners with sports team such as
Real Madrid, etc. Through this,
they promote their products
globally.
Process It refers to how well the service is
being delivered to end users, are their
problems or queries are solved or not. It
is linked with sales funnel. Thus, entity
make ensure that all doubts & good
Their main priority is giving total
satisfaction to their end users. With
motive of this they are able to gain
customers trust easily.

services are given to both new & old
end users.
Physical evidence It refers to everything what end users
see, touched when product is being
provided. It involves campaign,
branding, packaging, layout etc. So,
company has its stores across the globe
which is a evidence that it is physically
present (Perreault, 2018).
Audi also has physical evidence
such as their stores located at
different location, warehouses, etc.
(Lewis, 2016).
People This comprises of employees, staff,
labours who work for business. In
context with taken firm, they have well
organised staff which complete their
assigned duties on time.
Audi also have a high level of
skilled staff who like to take risk
and challenges.
After a brief analysis of above specified matter, it has been seen that marketing mix is
integral part of organisation which is needed to be understood properly. This gives clear
understanding of market and analysis.
TASK 3
P4 Develop basic marketing plan for BMW
A plan is important for every entity as without preparing for a plan it is not possible to
achieve goals & objectives. In context to BMW, they also use marketing plan for developing their
strategies. With help of marketing plan, it is easier to achieve the vision and mission.
Overview-
BMW, a auto mobile enterprise which manufactures cars, equipment and engines globally. It
has ample number of dealers worldwide as they deals in variety of products which are expanding
their line. They target all types of customers small, large and medium due to which ratio of profit
& sales is increasing at rapid level.
Vision- BMW vision is to be the premium manufacturer in auto-mobile industry. Also,to
enhance their sustainability for longer period of time.
Mission- Their main mission is to be profitable & increase market share growth.
Marketing objectives

 To increase sales ratio by 30% while introducing new products.
 To deliver total satisfaction to consumers with quality.
STP Approach
When it comes to marketing plan, STP is mostly adopted by entities because it gives a path
to them in implementation of strategies, tactics etc. It is approach used by firm to analyse their
potential market & customers. It is elaborated as Segmentation, Targeting and Positioning. It helps
entities to make decisions when developing their product in market. It is further discussed below-
 Segmentation- This refers to dividing of market into different segments so that potential
end users are easily identified. Through this, chosen enterprise is able to segment their
market on basis of income, gender, age, region etc. Therefore, it become easier to examine
target market for product.
 Targeting- Then comes targeting in which it shows that to which market does firm target.
The selected brand targets mostly business class people and upper class social group. By
this, they are able to prepare strategies accordingly.
 Positioning- It refers to image of brand in the mind of end users. It is often seen that the
chosen company has goodwill in market. This assist them to enhance & increase their profit
of business.
SWOT Analysis of BMW
Strength
 Main strength of BMW is that it has
string goodwill in market which allows
them to easily launch new product or
service.
 Due to their large market share growth,
customer base is also increasing at rapid
scale (Wu, 2018).
 With their dispersion of business in
other countries they are well recognized
all around the world.
 They have more customer base ration in
China because of successful partnership.
 They also have simple and clear
strategy for goals & objectives.
Weakness
 Their products are different but they
have poor automotive brand portfolio
due to which they are unable to process
faster in market.
 Their debt percentage is increasing at
higher rate (Zwart, 2016).
Opportunity
 They can gain more profit because of
rise in fuel prices in near future.
 Furthermore, demand for autonomous
cars is increasing.
Threat
 The auto-mobile market is changing &
becoming more competitive.
 With enhancement in regulations of
government might leads to increase in
cost of production.

` Budget- While developing plan, it is also necessary to be aware about budget which will be
required for planning. The finance and audit team of corporation is active which provide day day o
day record of every transaction.
Particulars 1st year 2nd year 3rd year 4th year
Investment 11000 20000 6500 5000
Initial money 11000 7000 5500 5000
Total 22000 27000 12000 10000
Marketing
outlay
15000 2000 3000 5000
Sales
publicity
2200 1000 1000 1000
Direct selling 4800 3500 1000 1000
Promotion 5000 1500 5000 2000
Total 27000 8000 10000 9000
Evaluation of marketing plan
Sales analysis- It is method of accessing data to evaluate progress as well as performance
of sales of firm (Khorsheed, 2020).It gives a detailed information about entity's performing or non-
performing areas. This also results in identifying of problems, weaker sections, cause of errors etc.
Advantages-
 Analysing of repeat sales- With use of sales analysis, it is possible to determine new and
old sales of end users. In relation with selected brand, they are able to examine who
purchases most cars.
 Consumers branding- Company's always wants feedbacks from non-customers so that
they can make changes according to it. Therefore, given organisation is able to analyse what
end users think about heir product and how loyal they are towards brand (Pistol, 2017).
Disadvantages-
 Reliability- It is not crucial that sales analysis always gives right data as if done in rush
way it can give wrong information.
 Technical knowledge- Another drawback is that to conduct a analysis it requires
extensible knowledge in technical field than only it will possible to use the graphs, pictures

& other tools effectively.
 Cost- It has been often seen that most of the companies hire outsourcing consultancies to
prepare their sales analysis. Therefore, it cost a lot to implement a appropriate analysis.
(Münzel, 2019).
The above shown paragraph depicts that, high level of knowledge is required for correct
marketing plan. Further, different approaches as well as tools are being used to access the positive
results (Islam, 2020).

CONCLUSION
After a brief analysis of above report, it has been concluded that marketing essentials are to
be used in such a way that goals & objectives are achieved appropriately. Discussions have been
made about marketing mix, plan and roles as well as responsibilities. It is duty of manager to
assures that everything is being done in most efficient manner without facing any problem or
challenges. With appropriate considerations, it is easier to make decisions properly.

REFERENCES
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Lewis, 2016. Embedding marketing in international campus development: lessons from UK
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Zwart, 2016.Can alternative food networks contribute to a transition towards sustainability in
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Wu, 2018. Marketing mix, customer value, and customer loyalty in social commerce.Internet
Research.
Pistol, 2017, July. The „7Ps” &” 1G” that rule in the digital world the marketing mix. InProceedings
of the International Conference on Business Excellence(Vol. 11, No. 1, pp. 759-769).
Sciendo.
Khorsheed, 2020. The Role of Services Marketing Mix 7P's on Achieving Competitive Advantages
(The Case of Paitaxt Technical Institute in Kurdistan Region of Iraq).
Islam, 2020. Segmenting, targeting and positioning in Islamic marketing.Journal of Islamic
Marketing.
Münzel, 2019. How large is the effect of financial incentives on electric vehicle sales?–A global
review and European analysis.Energy Economics,84, p.104493.
Dörnyei, 2020. Limited edition packaging: objectives, implementations and related marketing mix
decisions of a scarcity product tactic.Journal of Consumer Marketing.
Burgard, 2019. Using wastewater‐based analysis to monitor the effects of legalized retail sales on
cannabis consumption in Washington State, USA.Addiction,114(9), pp.1582-1590.
Jin, 2017. Cryptoeconomics: data application for token sales analysis. In International Conference
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