Marketing Processes and Planning: Roles and Responsibilities of Marketing Function

This report discusses the roles and responsibilities of marketing function in Morrisons, an international retailer. It covers the interrelationship of marketing with other functional units such as human resources and sales. The report emphasizes the importance of marketing in achieving organizational goals.

Marketing Essentials

Table of Content
Introduction
Marketing
Roles of marketing function
Responsibilities of marketing function
Interrelationship of roles and responsibilities of marketing function
Conclusion
References

Introduction
Marketing a fundamental activity which takes place in every business and all business owners
with different status and scope perform this task. Marketing is basically a phenomena undertaken
businesses and organisation for promoting buying and selling actions of their products and
services by simultaneously informing people and spreading awareness in public about the
offerings being offered. Marketing is an essential and a basic function of a business entity that
involves number of small chores and contribute in ultimate aims and goals. The respective
organisation chosen for this report is MORRISONS a retailer situated in UK.

Marketing
Marketing is a unique task which has several forms and
flavors depending upon the audiences, media, platforms
and business. It can be defined as a method through which
companies and its offerings are being communicated to the
ultimate audiences by using multiple platforms and
updated methods. Marketing phenomena was traditionally
used for getting in touch with customers and knowing
them and in today's modern business era it is a stage
presented to business owners to showcase their offerings in
the best form and way they can for attracting higher
number of customers and attaining organizational goals.

Roles of Marketing Function
Market research- MORRISONS is an
international brand operating in number of
locations in the world. This implies that
company is exposed to different markets and
creates a need for thorough evaluation of
markets and then developing any marketing
plans.

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Listening to customers needs and integrate-
Another major role that marketing department
play is of acknowledging customers needs and
integrating them with the ultimate goal of
company in an innovative manner. Marketing
teams conduct market research for developing the
best suited promotional plans for Morrisons.

Responsibilities of Marketing function
Likewise the roles there are come responsibilities
too which marketing units of a company and in
this case Morrison’s marketing team
performances. Some of them are as follows:
Track trends and Monitor competition-
Company's position play a major role in marketing
as it is important to know where it stands in the
market in order to set new standards of positioning
it in a better way.

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Creating and Delivering marketing plans- Last,
factor that is vital and play a influencing role in
marketing functions performance is devised plans
and promotional strategies. The eventual task and
responsibility of Morrison‘s marketing team is of
creating a well evident and productive plan on behalf
of company and for the same it undergoes all the
chores and duties that are performed earlier.

Interrelationship of Roles and
Responsibilities of Marketing Function
A company is a cluster of number of activities and responsibilities for which multiple
operational units and teams are made. These operational units are fundamental and divides the
firm in smaller group with people working for a common objectives and contributing to the
eventual goal of the organisation. All these functional units are combined with one another and
are integrated together due to dependencies of their roles and responsibilities.

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Functional units in Morrisons:
Human Resource Department- The employees or workforce of a company and here of Morrisons
are the humane resource. In every firm specifically in middle and larger sized organisations a HRM
department is present which overlook to render the best skilled employees to company and keep it
filled with good staff members.
Sales or Revenue Department- The name of the department clarifies its role, the sales units is
responsible for all the selling related activities that are taking place. The sales department is
responsible for maximizing sales accordingly with company's aims and the ultimate goals.

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Interrelationships between Marketing and other
functional units of Morrisons:
Marketing and Human Resource Department- The
linkage between marketing and human resource
department is based on the need of employees and
experts. The marketing teams or any other teams of
Morrisons are made by HRM by conducting hiring and
selection processes. Thus, marketing teams experts are
also recruited by the Human resource team.

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Marketing and Sales or Revenue
Department- Both teams are aligned and
dependent on each other on the basis of
information being given to ultimate buyers and
the services they are receiving. The marketing
team of Morrisons make plans of promotions in
which sales offers and other elements are
addressed as well for attracting people.

Conclusion
The above report is holding several discussion about marketing function and practices with a
conclusion that it is one of the major operations which are undertaken by companies. There are
number of activities which marketing function and team conducts such as market research,
developing promotional plans and many other. Marketing function not just benefits the entity
but also support other functional units to operate properly. Every company has unique
marketing tactics which they set according to the ultimate goals of their business.

References
Baker, M. J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Clow, K. E. and James, K. E., 2013. Essentials of marketing research: Putting research into
practice. Sage.
Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice,
price, quality and consumer trust on online tourism purchasing. Journal of Marketing
Communications. 23(2). pp.195-218.

Thank You