Importance of Marketing Function and Marketing

IMPORTANCE OF
MARKETING FUNCTION
AND MARKETING

Table of Contents
INTRODUCTION.......................................................................................................................................3
LO1.............................................................................................................................................................3
Explain key roles and responsibilities of marketing function..................................................................3
Explain roles and responsibilities of marketing relate to wider organisational context............................4
LO2.............................................................................................................................................................6
Compare ways in different organizations apply marketing mix to marketing planning process to
achieve business objectives.....................................................................................................................6
LO3.............................................................................................................................................................8
Produce and evaluate basic marketing plan for an organisation...............................................................8
CONCLUSION.........................................................................................................................................12
REFERENCES..........................................................................................................................................13

INTRODUCTION
Marketing is an essential term that is used by the business to make a strong connection
with their customers and also helps in creating awareness about the products and services in the
marketplace. This will helps in enhancing the brand value with the customer satisfaction. This
report is based on the Tesco which is a leading superstore in the UK. It offers the varieties of
product range like clothing, food, home wares, kids wear etc. to their customers. It involves the
functions of marketing with its roles and responsibilities and also explains the interrelationship
with the other functional area of the organizations. Further it involves the marketing mix that
helps in showing the comparison with the other business enterprise. At last develop a business
case for a newly launched products and services of Tesco(Pike, 2015).
LO1
Explain key roles and responsibilities of marketing function
Marketing department is an important term which is responsible for all the roles and
responsibilities that is attainable to achieve the desired goals. It helps in putting the best efforts in
enhancing the brand image of the company in the market place. In Tesco marketing department
plays an important role in an very effective way that helps in execute in the various considerable
manner and it also assist in the longer sustainability of the firm. Some roles and responsibility of
marketing department can be described below(Larson and Draper 2015).
 Social media monitoring – It is an important role of a marketing department that
includes the tracing of an perception of individual performance with the effective use of
social media such as You-Tube, Instagram, Face-book etc. In case of Tesco the
department of marketing can promote their goods and services by uploading effective and
unique videos and pictures so that if the customers ask anything about the product they
can suggest their reviews and manager can solve their problems in an effective way. They
also promote their product offerings on to the search engine optimization that is helpful in
attracting the customers and creating awareness about the offered products and services.
 Customer and market research - The major role of the company is to research the
demand in the market so that managing the customer satisfaction is gives the efficient
results. In this marketing research helps in improving the customer relations and also

enhance the brand image in the marketplace. In case of Tesco, manager can research the
market so that they can satisfy the demand of the customers by modifying and offering
innovative products according to the needs of the customers. It also inculcates the target
the market to capture the effective opportunities that has been utilized in an effective
way(Cooper, 2016).
 Ensuring customer satisfaction – the major role and responsibility of a department of
marketing within an organisation is to ensure that the products and services they offered
to their customers are fulfilling their demands or not. In this manager can focusing on the
customers needs and wants and according to them they can manage the changes and
modify the goods and services. This will enhance the image of the company and also
attracts the large number of consumers towards the business firm. with the background of
Tesco department of marketing can take the customers follow up so that it will ensures
that there products and services will satisfying their needs and if there is a need to
altering of the goods they can do in an effective manner.
 Defining and managing the brand- It is an effective role of the marketing department
that inculcates the objectives, vision and mission of the company and also shows the
position of the brand in the market. In this Tesco can offers the low price quality products
so that they can mange their brand in the tough situation that was presently affected the
UK market i.e. Brexit. In this manager can focus on enhancing the image of the brand by
using various promotional strategy so that task can be achieved related to customer
satisfaction and they also gain competitive advantage in the marketplace(Perreault,
2018).
Explain roles and responsibilities of marketing relate to wider organisational context
Tesco is one of the largest multinational superstore in UK that deals in varieties of
products and services and because of this it is very essential to have an effective coordination
and interrelation between the departments. With the help of an effective coordination between
the departments helps in achieving the targets and also employees can perform their task in an
efficient manner and earn high amount of profits. Some of the interrelation in the Tesco can be
shown below.