The Importance of the Marketing Function and Marketing

THE IMPORTANCE OF THE
MARKETING FUNCTION
AND MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................2
LO1..................................................................................................................................................3
P1 Explain key roles and responsibilities of marketing function...........................................3
P2 Explain how roles and responsibilities of marketing relate to wider organisational context
................................................................................................................................................5
LO2..................................................................................................................................................6
P3. By making through comparison through different organisation where it helps to apply in
the marketing mix for the business objective........................................................................6
LO3................................................................................................................................................10
P4. Demonstrate the effective source of the marketing structure plan on the formation of the
organisation perspective.......................................................................................................10
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing refers to an activity of promoting, buying and selling of the goods and services that
also includes advertising and research on market so that company can make the products as per
the customer satisfaction. It is an essential term to satisfy the customers and enhance the business
venture in the marketplace. This report is based on the Burberry Group PLC that is the luxury
British fashion house company founded in 1856 headquartered in London, England, UK. It deals
in varieties of products like sunglasses, fashion jewelery, readymade fashion wear, cosmetics and
perfumes etc. This report involves the roles and responsibilities of the marketing function so that
company will enhance their profits and it also involves the interrelation of organization
functional area with marketing functions so that firm will work in a smooth way. It also
inculcates the elements of marketing mix that helps in building the marketing plan in an effective
way so that Burberry can introduce the new products and attracts the large number of
customers(Pooler, 2018).
LO1
P1 Explain key roles and responsibilities of marketing function
marketing plays an important role in every and each business organisation because
marketing department of the firm can responsible and accountable for the roles and
responsibilities that are follow to attaining the goals of the organization. In this department of the
marketing can do their job very effectively as they can put all their efforts so that they can
enhance the brand image and sustainability of the firm in the marketplace. In this marketing
manager of Burberry can perform their task in an effective and efficient manner so that company
cannot face any major issues regarding the satisfaction of customers and also able to stay in the
market for a long period of time. It contains roles and responsibilities of marketing function in
context of Burberry that can be shown below.
 Monitoring social media account- The major role and responsibility of the marketing
department is to monitor the social media account such as face book, Instagram, Snap
chat etc. So that manager can know the customers behavior and perception about the
products and services they offer. In context of Burberry, marketing manager can monitor
the social media account by uploading the videos and pictures of the products so that

customers get attracted and give their follow-up. This role is useful for the Burberry in
marketing process as it helps in analyzing the marketing which is significant to make the
proper strategies for enhancing the profits of the company. It represent the B2B and B2C
sales because on social media every stakeholder of the company will be active so to
maintains their goodwill firm will monitor and manage the account related to social
media and in this they also follow the search engine optimization so that they can attracts
the large base of customers(Nirschl and Steinberg, 2018).
 Define strategic marketing plan- In the business enterprise making the proper strategic
plan that represents the outline related to company actions and goals that is develop by
the department of the marketing so that they can complete their project in an effective
way. It is an important part of the marketing process in the Burberry because planning is
the second step in the marketing planning process after the analysis of situation and this
strategy is based on the situation of the company that is examine by the use of PESTLE
and SWOT analysis. This strategic marketing plan is very beneficial for the firm and their
stakeholders because it helps in delivers the goods and services to the customers and
enhances the brand image and profits. In case of the Burberry Group marketing manager
can make a strategy so that they can develop the plan according to the strategies that
helps in fulfilling the demands of the people in the marketplace. In this Burberry can
analyse the situation so that there goods and services can be delivers to the customers in
an effective way.
 Customer satisfaction- The major role of the firm is to satisfy the customers by their
offerings and it is all done by the marketing department. In case of Burberry manager can
examine the market so that they understand the needs and desires of the customers so that
company will produce the goods and services as per their satisfaction and their
requirements. the best source of connecting the customers and examine their
requirements is the follow up step so that customers can give their reviews about the
organization and their products so that if there is a need to modify the products marketing
manager can done this and enhance the profit margin of the firm(SHUKLA, 2016).
 Boost image of brand- It is the major responsibility of the marketing department is to
boost the image of the company brand in the local and international market and position
the brand on then top of the list by offering effective goods and services. In this