The Role of Marketing

This presentation discusses the role and responsibilities of marketing function in Cadbury, including its inter-relationship with other departments. It also provides insights into the marketing plan for the firm.

THE ROLE OF
MARKETING

TABLE OF CONTENT
 INTRODUCTION
 PART 1
 CONCLUSION
 REFERENCES

INTRODUCTION
 Marketing is the function that is basically used for
promoting goods and services in order to increase their
sales which directly increases their profitability.
 Present report will lay emphasis on Cadbury. Cadbury
is a British multinational confectionery company
wholly owned by Mondelez International since 2010.
 Report will lay emphasis on the role and
responsibilities of marketing function. It will provide
inter-relationship of marketing department with
various other departments.
 Assignment will also provide details about marketing
plan for the firm.

Definition and the marketing concept
 Marketing: It is that activity used for creating
relationship by satisfying consumers’ needs and
wants.
 This action of company assists them in attracting
consumers that directly increases sales of product.
 Nature of marketing defines it as an art and science
of choosing target market and enhancing consumer
experience by delivering them quality products.

External environment impact on marketing
activity:
 There are various factors that lay impact
on working of marketing environment like
for example social factor in this Cadbury
needs to engaged in making healthier
products as more and more consumers are
becoming health conscious and they are
preventing use of fat and sugar in food
products.
 They can renovate and bring out more
nutrient chocolates.

The Role of marketing
 Structure and operations of marketing
department: Structure and operations
totally depends upon the size of business, in
this Cadbury can engaged in appointing a
leader, higher level executives and the staff
members which work under them.
 Each manager has their own role and
responsibility that can assist Cadbury in
achieving their goals and objectives.

Different roles of marketing within both a B2C
and B2B context:
 Marketing has one of the most
significant role in B2C. Through
marketing Cadbury can engaged in
making consumers aware about the
products and services which they are
going to sale.
 It increases liking of goods and
profitability.
 There are number of platform that can
be used by company to engaged in
doing business to business marketing.

Interrelationships of functional units
 Marketing as a business function:
 It has various roles and responsibilities that
assists organization in enhancing the value of
their products.
 Key function of Marketing in Cadbury is to
engaged in doing research. This department
is highly involved in analyzing recent trends
that are being adopted by competitors.

Interrelationship between different functional
units:
 Marketing with human resource: Marketing
department of Cadbury is engaged in making
employees aware about the vacant post in
organization.
 Human resource is than involved in attracting
efficient and talented staff and then recruiting
them.
 It is one of the most essential function for
company to increase their productivity.

CONCLUSION
 From the above study it has been summarized that company has engaged in providing high
quality of products and services. This has helped them in achieving short term and long
term objectives of firm.
 Marketing department has also assisted company in doing research and analyzing
marketing trends. This has helped them in gaining competitive advantage.
 Marketing also have inter-relationship with various other departments like human resource,
finance, research.
 It has assisted them in attracting efficient and highly skilled talent. They have also been
engaged in motivating employees by rewarding them so that quality of their process
increases. Thus, it has helped organization in growing.

REFERENCES
 Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
 Kotler, P. and et.al., 2017. Marketing for hospitality and tourism.
 Keegan, W.J., 2017. Global marketing management. Pearson India.
 Kotler, P., Keller, K.L., Ang, S.H., Tan, C.T. and Leong, S.M., 2018. Marketing
management: an Asian perspective. Pearson.
 Peattie, K., 2016. Green marketing. In The marketing book (pp. 595-619). Routledge.