The Importance of the Marketing Function and Marketing

The importance of the
marketing function
and marketing
1

Table of Contents
Introduction......................................................................................................................................3
TASK 1............................................................................................................................................3
P1 Analyse diverse responsibilities & roles of marketing functions.....................................3
P2 Roles and responsibilities of marketing function with other functional units for chosen
scenario...................................................................................................................................6
TASK 2............................................................................................................................................8
P3: Compare the ways in which different organisation apply marketing mix in order to
achieve business objectives....................................................................................................8
TASK 3..........................................................................................................................................12
P4: Produce and evaluate marketing plan............................................................................12
CONCLUSION..............................................................................................................................14
REFERENCE.................................................................................................................................16
2

Introduction
Marketing can be defined as a set of different operations activities and procedure that are
related with different offerings of to their customers according to their requirements. It is related
with the promotion of products by organisation so that targeted audience can be made aware of
the different types of products that are being offered by such organisations. This report is based
on Cadbury that is a UK based organisation operating across globe organisation (Ullah, .,
Ranjha. and Rehan, 2018). This is an organisation owned by mondelez international and its
headquarters are present in London, England. The present report discusses about the roles and
responsibilities of marketing function with it are inter relation to other organisational functional
units. There is also evaluation of an organisation based on marketing mix. There is preparation of
marketing plan which can assist in enhancement of the sales for this organisation.
TASK 1
P1 Analyse diverse responsibilities & roles of marketing functions
Marketing is regarded as a procedure that is used for the purpose of analysing interest of
target market according to the products that are offered (Functions and Responsibilities of
Marketing Manager. 2016). Marketing concept can be defined as the philosophy that is used for
organisation for the purpose of analysing its requirements and then making certain decision.
Different concepts of marketing are mentioned below:
1) Production concept:
This concept is used for the purpose of developing a customer preference to buy certain
products that are easily available and affordable. Cadbury product will not be easily accessible
then it might result to changing preferences of the customer.
2) Product concept:
This is a concept that relates with individual buying only those products that are high in
quality and consists of innovative features. Cadbury will be able to provide high value in the
product then it will be more preferred in comparison with other brands.
3) Marketing concept:
3

Marketing concept is related with attainment of objective and goals that are dependent on
acknowledgement of the requirements of target segment of market. If Cadbury will be able to
identify the customer needs then they will be able to sell products according to such
Expectations.
4) Societal Marketing concept:
It is a concept that defines the overall marketing strategy that have to be delivered in
appropriate manner.
5) Selling concept:
Selling concept is related to philosophy that there has to be more inclination of
organisation towards their customers. There is Requirement of selling efforts for the purpose of
earning high sales.
Present Marketing trends:
There are various types of trends that are taking place in marketing department by various
organisations. Such as there is development of interactive videos, more enhancement of
personalized Communications, use of digital media especially the social media campaigns. All
these are used by Cadbury purpose of enhancing customer engagement. Personalized
communications are also used for also helping consumers in acknowledging about different
products that are required.
Future trends in marketing:
There are different types of marketing Trends that may not be popular in the present
scenario but they can be future period of time. Such as there can be a complete change in trend in
future as there will be use of chat box for the purpose of extensive advertisements by
organisations in coming future time by the year 2022 (Syamand Sharma, 2018). There will be
more situations of live sessions, where there will be understanding of instant customer
requirement. Further, there can be implementation of the technology of Beacon. All such efforts
are going to increase the communication process with the target customers. For Cadbury, it is
going to help in high revenues in the coming future period of time.
4