Roles and Responsibilities of Marketing Function PDF

MARKETING ESSENTIAL

INTRODUCTION
Marketing is a process which identify, anticipate and satisfy customer requirement also refers
to the activities of a company to buy and selling products. The function of marketing is to conduct
research, build a relation with customer and satisfy their need, to make strategies for advertising
and to find the new opportunities in the market.
The company taken in study is Beauty Giant which is a cosmetic firm and has more than 50
branches across the world. Report highlights role of marketing in business. Beauty Giant is
planning to launch its new anti-ageing product “forever young” item. Assignment will compare
marketing mix of beauty giant with its competitor. Furthermore, it will prepare marketing plan for
the new product of company.
Roles and Responsibilities of marketing function:
Marketing: The activities performed by the companies in order to promote buying or
selling of product or services. The activities include advertising, delivering and selling. There are
two type of marketing: business to business and business to customer.
In business to business marketing the marketer has to understand the business need of the
other company as they are selling their product and services to other organisation while in
business to customer the company is marketing the product and services to customer.
Today everyone is exposed to the technology in their daily life the use of technology has become
common therefore marketers are shifting their focus from traditional approach to individual level
that is shifted their approach towards the technology such as mobile, social networks and online
structure and operation. Other than this, people also prefer to use the products which serves to the
society considering this marketers use purpose driven marketing rather than traditional marketing
where the marketers tell about the products and services (Macarthy 2018).
The marketing department plays an important role in the organisation. The main role and
responsibility of the marketing department is to make people aware about the company it means
to make people understand who your are, what are you serving and how your company work. In
order to attract the customer tell them about what will they experience while interacting with the

company. The various strategies are made by the marketing department to promote the business.
Following are the roles and responsibilities of the marketing department.
Role and responsibilities:
Setting up marketing strategies: The top members of the Beauty Giant company has the
responsibility to set the strategy and objectives for the organisation. The strategies can be how to
increase the market share, or to open a distribution channel, to expand the business etc.
Development of new product: To develop new product the marketing department work with
product development team. The role of the marketing department here is to provide information
about the customer taste and preferences which can help the product development team to identify
the opportunities in the market or to introduce new product with improvement.
Once the product has been set to launch in the market a marketing department sets the price for
the new product (Bailey and Alexander 2017.).
Communication and promotional material: Marketing department make strategies for the
promotion of the product and services (Telang and Deshpande 2016). According to the budget
they plan the promotional campaign, prepare a content for the company website, prepare the
company brochures and e- mail marketing plan.
Monitoring social media : Marketing department monitor the media pages it keeps in
account that what content is posted about the company on the social media. The marketing
department is responsible for managing the social media accounts.
Keep an eye on the outside suppliers and agencies: the department is responsible for
selecting the suppliers and agencies which can support them in marketing and can produce
material for marketing.
Marketing process,
Marketing process can be defined as activities through which business can analyse market
opportunities and can make correct decision of new market in order to raise its profitability to
great extent. There are various stages which need to be followed by Beauty Giant before
launching its new product in the market.
Situational analysis,

This is most essential element of marketing process, it identifies internal and external
marketing condition of business unit. SWOT analyses is the method which supports in analysing
internal capabilities of Beauty Giant, by this way it can make strategies accordingly so that
company can grow well in the market. For analysing external situation enterprise takes support of
PESTL model which helps in identifying various external factor which may influence
performance of firm.
Defining objectives and strategies (Developing Market strategies),
After analysing situation of market, beauty giant is required to define its marketing
objectives. It is essential to set clear objective and make strategies accordingly so that actual goal
of marketing can be obtained. Ansoff matrix is the framework which helps in knowing the
effective strategy that may help firm in fulfilling its market objective.
Marketing mix 4Ps (designing market tactics),
This phase ensures implementing correct strategies of marketing mix so that overall goal
of firm can be accomplished. Products, pricing, placing and promotional strategies impact on
profitability of business unit. Firm has to emphases on its competitor’s strategies and accordingly
it has to decide its tactics so that it can enhance its sales for its new anti-ageing product.
Evaluation of process (Implementation & control)
This is the last phase of marketing process in which Beauty giant have to evaluate the
success of entire process. Entity has to ensure that through marketing it has reached to its actual
objectives. Monitoring and controlling need to be done on time so that issues can be identified on
time and proper changes can be implemented in order to get positive results.
Relation of roles and responsibilities of marketing in various
functional units of organisation
The objective of the marketing is to plan a SMART goal for the organisation. SMART stands for
specific, measurable, achievable, realistic and time-sensitive.