Role and Responsibilities of Marketing Department in Top Shop

Marketing Essentials
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INTRODUCTION
Marketing of goods and services are essential part of the organization because it
generates revenue for the organization growth and development. It also builds relation and
communication with the customers. The main role and responsibilities of an organization is that
to adopt and applied different marketing approaches and theories which contribute to achieve a
long-term sustainability in the market. Marketing activities have a direct impact upon the profit
and sales of organization and these activities are performed by the marketing department of the
organization. This project report will discuss about the role and responsibilities of marketing
department in the organization in the context of Top Shop which is UK based company. Top
Shop is a British Multinational fashion retailer of shoes, make-up, clothing and accessories.
Top Shop has 500 shops all around world and approx. 300 shops in the UK. Its recent CEO is
Ian Grabiner. It is a type of private company. This report will also discuss about the marketing
mix of this organization and also formulate the marketing plans which helps the marketing
department and employees to accomplish the goals and objectives in an efficiently manner.
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LO 1: Explain the role of marketing and how it interrelates with other functional units of
an organization by:
a) Explain how the key roles and responsibilities of the marketing function relate to the
wider organizational context.
Marketing
Marketing refers to the organization activities which
is associated with selling and buying a goods or service. Marketing includes advertising,
delivering and selling products to customers of an organization. The marketing department of
the organization always try to get attention of target audiences by using packaging design,
general media exposure, slogans and endorsements with the help of celebrities (Wirtz, 2012).
With the help of four P’s of marketing the Top Shop can generate more sales and profits for
their company which are discussed as below:
Four P’s of marketing Descriptions
Product
Products refers to as an item a business
proposes to sell. Top Shop should produce
products according to the customers needs
and wants. The clothes and accessories are
produced according to the latest fashion and it
should not old .
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