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P1 Key roles and responsibilities of the marketing functions (Doc)

   

Added on  2021-02-19

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MARKTING ESSENTIALS

ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1 Key roles and responsibilities of the marketing functions................................................1P2 Define how roles and responsibilities of marketing relates with organisational context..3It is important for marketing team in McVitie's to have a strong relation with otherdepartments so that organizational work can be performed in a timely manner. In this respect,interrelation of marketing team with other departments of McVitie's is performed below:. .3TASK 2............................................................................................................................................5P3 Compare ways in which different organisations apply market mix to achieve businessobjectives................................................................................................................................5TASK 3............................................................................................................................................9P4 Prepare and evaluate a marketing plan for organization...................................................9CONCLUSION..............................................................................................................................13REFERENCES..............................................................................................................................14

INTRODUCTION Marketing is defied as the study and management of exchanged relations in a propermanner. It is a business procedure that helps in creating a strong bond with customers bysatisfying their needs in a proper manner. Marketing is evolved as a basic set of activities,procedures and institutions which benefits in creating, exchanging and delivering valuableservices to their customer base (Amri, 2017). This assignment is written in context withMcVitie's that is a Britain based multinational snacks and food brand. Organisation wasestablished in 1830 at Edinburg, Scotland. This business firm is working under united biscuitsand provide products like Jaffa cakes, chocolate digestives, Hobnobs and rich tea to the customerbase. This report is going to mention the responsibilities and roles of marketing function alongwith importance of interrelation among different units of organisation. Beside this, a marketingmix is carried out to identify the position of company in market place. At last, an effectivemarketing plan is prepared so that organisation can achieve its goals and targets in a propermanner. TASK 1P1 Key roles and responsibilities of the marketing functionsTo attain expected outcomes, manager of different departments are required to performvarious activities. In case of marketing department, manager is given the duty to performadvertisements and marketing related activities so that objectives of company can be achieveddesirably. Marketing department in McVitie's holds a strong position in company as theybenefits in retaining customers for a large time period. By this, company will achieve high salesand revenues. In context with McVitie's, roles and responsibilities of marketing function arementioned below:Maintaining customer satisfaction: It is the responsibility of marketing department in acompany to enhance the satisfaction of consumers by offering them expected services orproducts. In case of McVitie's, marketing team is responsible for sustaining the customersof company for a long time period. Duty of marketing team in McVitie's is to ensurecustomers that they will be given only standardised and good products. Marketing teamof company can retain their customers with the help of online platforms, feedbacks andsurveys. By this, company will be able to understand the issues and problems faced by1

customers in a proper manner. If marketing department of McVitie's will not considerabout the satisfaction level of customers. It will results the company with low marketshares and sales (Baack, Harris and Baack, 2013).Conduction of market research: The marketing department in McVitie's has theresponsibility to conduct a marketing research. This will allow the company in offeringservices or products to consumers as per their expectations. By carrying out marketresearch, manager of marketing team will be able to design effective policies that willhelp concerned company in gaining competitive advantage over rivals. This will resultsthe company in achieving high market shares (Bačík, Štefko and Gburová, 2014). If themarketing unit in McVitie's is not able to conduct market research in an appropriate waythen it will be complex for company to sustain in market for a long time period. Due tothis, popularity of company in marketplace will also reduce. Responsibilities of marketing department in different market environmentMaintaining Brand equity: Marketing department in McVitie's is given theresponsibility to maintain brand equity of company so that high profits can be earned bycompany. It is only possible by targeting right people with right product. By this,requirements of people will be fulfilled and reputation of company will enhance.Marketing unit of McVitie's can increase brand equity of their organisation by carryingout promotional activities through advertisements, magazines, TV, newspaper etc.Ifbrand equity of company will not increase then gaining advantage over competitors likeMondlelez organisation will not be possible. Strategy formulation: It is the responsibility of marketing department in an organisationto develop effective strategies so that high sales can be earned. This will allow thecompany to sustain a strong position in market place. Marketing and business strategieswill benefits McVitie's to adopt various tools that will helps the company in enhancingtheir customer base in a desired manner (Baker and Saren, 2016). If the marketing unit ofconcerned company will not make effective strategies, company will not be able toachieve high sales. Due to this, earning desired outcomes will not be possible. Marketing in B2B and B2CB2B is abbreviated as business for business marketing in which an organisation or personfocuses on the practical use and logic of product rather than buying products by taking emotional2

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