Roles and Responsibility of Marketing Function (PDF)
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MARKETING
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1a) Key Roles and responsibility of marketing function related to organisation.....................1b) Roles and responsibility of marketing in context of marketing environment....................2c)Importance of interrelationship between marketing and other functional units of anorganisation............................................................................................................................2d) Critically analyses of key elements of marketing function and their relation with otherfunctional units.......................................................................................................................3TASK 2............................................................................................................................................31. Comparison of 7 P's of marketing mix to marketing planning process..............................32. Different tactics used by organisations to achieve business objectives.............................5TASK 3............................................................................................................................................51. Basic Marketing plan..........................................................................................................52. Marketing plan of McDonald.............................................................................................63. 7 P 'S of marketing mix:.....................................................................................................8CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10
INTRODUCTIONMarketing is a process of promoting goods and services within a market to attractmaximum number of customers. It is an essential function of every business which helps inincreasing sales and profit. In this present assignment ZARA company has been chosen forassessment. ZARA is an international clothing brand which has its headquarters in Spain.Company has around 408 stores in 44 Countries. ZARA has revenue of around US $9 billionannually (Hunt, 2018). This report will majorly focus on Importance of interrelationship betweenmarketing and other functional units of organisation. In addition to this, Comparison of 7 P's ofmarketing mix to marketing planning process will be made. Different tactics used byorganisations to achieve business objectives are described briefly. TASK 1a) Key Roles and responsibility of marketing function related to organisationIn a company all departments are linked with one another. Every department focuses inachieving organizational objectives. Link of every department with marketing has been shownbelow.(Olson and et.al., 2018).Marketing and finance: Both the department of ZARA are highly connected with each otherbecause marketing strategies are developed by manager of department only after consideringfinance reports and cash flow analysis (Chernev, 2018). Decisions related to Pricing policies aremade only after knowing credit worthiness of their clients. Marketing and production: Production departments has to focus on making quality products.Whereas, marketing manager has to ensure consumer for giving the best products as per theirdemand and need. So interrelationship between both the department helps ZARA in achievingtheir targets (Kumar and Reinartz, 2018.) Products are made after knowing the needs of customerwhich is to be determined by marketing department. Production house of ZARA produce afterconsidering wants of consumer Marketing and research and development: These both department of ZARA are highly linkedwith each other because Enquiry managers do entire investigation on taste and preference ofconsumer. They make sure that products will be deigned in such a way that it will satisfy needsof consumer. Whereas, marketing department cannot start its work before research section. 1
Marketing and sales department: Every company has both the department which arehighly connected with each other because without marketing of product it is not possible to saleproducts at higher scale. (Olson and et.al., 2018).Marketing and IT: Every innovative idea is developed by it department and which isfollowed by marketing while making its strategies (Kumar and Reinartz, 2018)Marketing and HR: Every vacant position in the Marketing department is fulfilled byhiring new people which is work of HR of the company. Training to marketing employees aboutthe work culture and environment is given by HR of company, so both are interlinked with eachother. b) Roles and responsibility of marketing in context of marketing environment Marketing environment is the aggregation of both internal and external factors whichaffects the company in maintaining good relationship with its customers and swerving them inthe best possible way. Internal PESTLE: Value needs of customer: According to Homburg, Bornemann and Sandner (2018), It isthe duty of marketing department to analyse needs of consumers. Zara always value itscustomer’s feedback and make changes in its products accordingly. Many channels are beingworking for betterment of marketing strategies so that consumer’s needs can be satisfied. Improvement of sales process: Marketing department plays the most important role inincrease sales of company by providing different strategies to sales department. ZARA has aspecial coupon facility which is provided to customers to avail discount and that results inencouraging them to visit again. It majorly focuses on providing quality products and customersatisfaction (Olson and et.al., 2018).Brand promotion: However, Usui, (2017) included that Marketing department focuseson promoting their goods and services through various advertisement activities such as onlinepromotions, TV ads etc. They also focus on providing best design and quality products toconsumer at affordable prices. It helps in attracting more customers and develop a good brandimage in market. ZARA has a wide range of products which attracts consumers.(Kumar andReinartz, 2018)External PESTLE: 2
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