Explaining the Key Roles and Responsibilities of the Marketing Function

Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
a) Explaining the key roles and responsibilities of the marketing function relate to the wider
organisational context.................................................................................................................1
b) Analyse the roles and responsibilities of marketing in the context of the marketing
environment................................................................................................................................2
c) Analysing the significance of interrelationship of between marketing and other functional
units within the organisation.......................................................................................................2
d) Critically evaluated and the key elements of the marketing function and interrelationship
with other functional units..........................................................................................................3
LO 2.................................................................................................................................................3
1) Comparing the two organisations apply marketing mix to the marketing planning process to
achieving the business goals.......................................................................................................3
2) Evaluating the different tactics applied by organizations to demonstrate the business
objectives can be achieved..........................................................................................................5
LO 3.................................................................................................................................................6
1) Produce and evaluate a basic marketing plan for a company.................................................6
2) Explaining the detailed evidence based on marketing plan for an organization....................7
3) Design a Strategic marketing plan that tactically applies the use of the 7Ps to achieve
overall marketing objectives.......................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is the essential concept for the firms to analyse the need of their customers and
then make decisions to satisfy those needs and wants of the customers. Marketing is all based on
the needs of the clients and adopt the latest trends and results. Present study based on marketing
of Zara which is the Spanish fashion company in Arteixo Spain. Further in this report will be
including the roles and responsibilities of the marketing function in the wider context of the
chosen company. It also explains the meaning of marketing mix that will be helpful to achieve
the business objectives. Company marketing strategies will also explain by supported marketing
plan.
LO 1
a) Explaining the key roles and responsibilities of the marketing function relate to the wider
organisational context.
Marketing department is the essential function within every organizations to achieve the market
demand or company goals. Marketing manager or the whole department is responsible to work
done in precise manner with full of motivation and goals. the elementary functions of marketing
functions are planning, setting objectives for marketing department, organising, staffing,
directing, controlling, evaluation (Abril and Rodriguez-Cánovas 2016). On the apart, marketing
functions has several roles and responsibilities while they planning for the new strategies such
are given below:
Listening to customer needs: it is the foremost role of marketing manager to analyse the
needs of customers before planning for the new product or services. The best way to analyse the
client requirements is to connected with the buyers from online or through company websites
just to collect positive and negative feedbacks.
Track Trends and monitor competition: This is another significant responsibility of a
marketing manager in Zara to understand and adopt the current trend in the market (Alves,
Fernandes and Raposo, 2016). Marketing functions has to be measure the best or identify their
mistakes to avoid falling into them.
Innovate: Marketing functions also play a important role while they planning for the new
product is to evaluate the new innovation such as make customer surprised, give different offers
etc. Innovate something is to create some more valuable thing for the business success.
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b) Analyse the roles and responsibilities of marketing in the context of the marketing
environment.
Marketing department is the interrelated with business activities that enlarge the role of a
marketer from one of selling, what has been produced, to one of influencing, what is to be
produced. It helps to discover the new range of style. Marketing function play a role where they
need to create value or satisfactory level for customers to get their positive behavioural results.
On the other side, customer relationship management is a process of managing detailed
information about the individual customers and using them to build customer loyalty.
In other words, marketing environment is mixture of internal or external factors that
affect the business into higher manner (Armstrong and et.al., 2015). Marketing is responsible to
identify the possible threats that faced by the Zara in the marketing environment. On the apart,
marketing is also responsible to maintained the good relationship with company stakeholders
such as suppliers, Market intermediaries and partners, customers, competitors, public etc.
Another responsibility of marketing is to be loyal and faithful with the clients to get the
good feedbacks from the society. It helps to be more energetic and long lasting developmental
goals.
Another responsibility of marketing in marketing environment is to understand the
demographic need of the customers as per the basis of size, density, location, age, gender race
and occupation of the client.
c) Analysing the significance of interrelationship of between marketing and other functional
units within the organisation.
Human Resource department with marketing: HR department is the area which has to be
overlook recruitment and selection process of new candidates or also ensure the positive
environment within the company environment in order to fulfil the employee needs and wants
(Baker, 2016). Marketing manager use HR department to get help against recruitment of
marketing assistant. For an example: Zara Marketing Manager present the requirement of
Marketing assistant for the new store in such case HR department is interrelate with Marketing
department.
Information Technology department with marketing: It is another department that
would help to restore the new learning target performance in in order to link with Marketing
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