Roles and Responsibilities of Marketing Function in an Organizational Context

This report discusses the major roles and responsibilities of the marketing function in an organizational context. It also explores the relationship between the marketing department and other departments such as human resources, finance, and production. The report provides insights into how marketing activities are integrated into the wider organizational structure to achieve business objectives.

Marketing Essentials

INTRODUCTION
The marketing is an activity in which the company or the organization educates its targets
market about the products, services, idea, message or any other. The marketing activity has a
purpose in which they have performs the advertising and promotional activities so that they can
more and more people can get to know about their message. Marketing is of paramount
importance to any business. A good marketing is a medium for presenting and offering the
features of the product which the organization got to offer. The marketing is an activity in which
the organization present its idea or the product or service in such a way that the targeted
customers or market gets attracted to them (Shaw, 2016) . As a reference, this report has taken an
example of a company Austin Martin. Austin Martin is the British company which operates also
in international market. The company is specialising in manufacturing and selling luxury sports
cars. The company was introduced into the year 1913. The founder of the company was Lionel
Martin and Robert Bomford.
This report discusses about the major role and responsibilities for marketing function and how
they are related with wider organization. This report also includes the ways in which the
organization differently applies the marketing mix strategy.
TASK 1
Major roles and responsibilities for marketing function
The following can be considered as a major roles and responsibilities for marketing
functions:
 Defining and the management of brand: The marketing function has the
responsibilities for managing the brand and forming a definition of the same which best
suits the company. In this the marketing activities conducted by the company should be
such that the it defines the total personality of the company. Through marketing the
company's personality gets reflect (Baker and Magnini, 2016). The marketing function
has the role to take a good care about how they will going to show the company to the
targeted market and how they would going to do that. As in the case with Austin Martin
the company manufactures and sells the luxurious sports car into the market. The
company for advertising purpose in fact does not shown their ads at television because

they know that the people who really can afford the car do not watch the television. The
company accordingly set advertising campaigns which perfectly suits to their personality.
 Conduction of campaigns: The marketing department or the function is related to the
conducting the campaigns for the company. For communication to the targeted market
the company sets its campaigns into the market. The campaigns which are set by the
company is in relation to the promotion and advertising for the brand. These campaigns
result into in building up the relations with the public. This also create the brand
awareness and image into the minds of the targeted public (Brennan and et. al., 2014.).
As in the case with Austin Martin the company's marketing campaigns is in relation with
sports only. They make the marketing plan in such a way that they promote both the
sports and luxury.
 Promotional materials: The role of the marketing department is also make the
preparations for promotional activities. The department is concern with the deciding the
activities for marketing and these plans are made by keeping the products and the
services which are relate with the company. The promotional activities are in relation
with the products and services so that the marketing is done properly in the company.
 Managing of social media: The marketing is also having the role of managing the social
media for the company. The company for the promotions and advertisement also has
performed the marketing activity at the social media platform (Eng, 2017). They keep the
relation with the customers or to the public via communicating at online platforms.
 Market research: The business performs the market research so that they can easily
evaluate the market accordingly. Before making any change or strategy the organization
has to perform the market research activity. The market research activity comes under the
role of marketing. From the market research, a deep research about the topic is been
conducted by the organization can considers the recent and the current trends which are
running into the market (Rowley, 2016). For example, if the Austin Martin is
manufacturing a new product or car design, for that particular it would perform a market
research in which they would gather the information in relation with the needs and wants
of the public. Then the responsibility of the organization would be that they manufacture
the product in relation with information gathered by the company.

 Widens market: The marketing function enable an organization in widening the market.
Through marketing the customer gets aware about the products which are available to
them. Marketing function widens the scope for the organization. It increases the market
as now more and more number of customers gets to know about the company's product.
As in the case with Austin Martin company, they perform the marketing activity at a wide
range or diameter (Faßmann and Moss, 2016). This enables the company in widening up
their market and the company's scope for the business.
 Creates Utility: Through roles and responsibilities of marketing consists of creating the
utility for the organization. Here the utility refers to the level of satisfaction customers get
from a thing. Through the marketing activity the satisfies the utility for place, promotion
and time. The utility which has been created by the company Austin Martin, the company
satisfies the need for product by providing the car to the people and especially which
shows their status and culture properly.
Roles and responsibilities of marketing in a wider organizational context
The roles and responsibility of marketing function in an organizational context are as
follows:
Human resource department: The marketing department and the human resource
department is inter related with each other. The marketing department and human resource
department work very closely with each other. The marketing department gives the information
to human resource department about the number of work force they would be needing in their
department. The marketing department first analyse the total need for their work force and then
communicate the same with Human resource department. The marketing head specifies the
human resource department about the skills and knowledge the candidate is supposed to have
and the qualities required to have in him (Guffey and Loewy, 2012). The human resource
department conduct their recruitment and selection program accordingly. The HR department
then invites the application which is very much specific to the requirements of the marketing
department. As in the case with Austin Martin the company's marketing department has some
specific needs and to meet these needs the human resource department has to perform the hunt
for the candidates accordingly. As the company Austin Martin is running as a luxurious
company, the employees which are employees by the company is also very much professional.

Austin Martin employees the candidates in marketing department who have the experience of
their field and brings competitive advantage to the company.
Finance department: The finance department and marketing department of the company
works very closely with each other. For performing the marketing activity the department as to
prepares the budget so that they can pursue their activities which are related to marketing and
promotional activities. The marketing department prepares the budgets and then present it to the
finance department. The finance department then review the budget which is been prepared by
the marketing department, cut some of the unwanted costs or tries to bargain with the marketing
department. The finance department sets a meeting with marketing department in which they try
to negotiate with the marketing department about the budget which they have presented to the
finance department (Hanlon, 2019). The finance department after reviewing the budgets or after
setting up a discussion with marketing department, they transfer the amount. The same applies
with Austin Martin company, the campaigns done by the marketing department is at a huge scale
which requires a lot of money. The budget which is prepared by the company is quite large.
After the preparation of budget, the department passes it to the finance department and then the
finance department review and approves it.
Production department: The production department is concern with the manufacturing
of products or services. The production activity of any business is done according to the scale of
the business. If the business is operating in a small scale then the company would run its
production department at a small scale, but where as if the company is running at a medium or
large scale the company's operational activity would be that scale. As in the case with company
Austin martin, the production activity takes place in a large number. The marketing department
has to take their activities of promotional and advertisement at the large scale only as the
production is of that scale. The marketing department would be working accordingly with the
production department also. The scale for the marketing activity is according to the scale of
production (Harrison, Okumus and Cetin, 2018). As the production of the Austin martin
company is at large scale the marketing activities or the scope for the marketing activities would
also be at large scale.

TASK 2
Comparison of the ways in which various organisations apply the marketing mix to the
marketing planning process to achieve business objectives.
Marketing mix is a strategic framework which is been used by the company for the formation of
their marketing strategy. While forming the marketing strategies the company takes the help of
marketing mix in forming the same. Marketing is consisting of the 7P's in which includes the
price, product, place, promotions, physical evidence, process, people and price.
Bentley is yet another British brand which specialises in manufacturing and selling the luxurious
cars and SUV's. The company was founded in the year 1919 by H.M Bentley and W.O Bentley.
The company has its business worldwide.
The 7 P's of the company Austin Martin and Bentley are as follows:
Basis Austin Martin Bentley
Product Its refers to the item which the
company has to offer to the
customers. The company has
the luxurious sports car which
they offer to their targeted
market.
The company offers the
luxurious cars and SUV's to
their targeted market.
Price It is the cost of the item which
is set by the company. The
cost of the product or the item
which is offered is very
expensive that the people
belonging to high class can
afford it.
The cost for the cars which is
offered by the company can be
afford by the people of above
average class group and high
class group. The cost of the
cars is quite less expensive as
compared with the cars of
Austin Martin.
Place The place refers to the venue
where the company can sell its
products. The company Austin
Martin has the showrooms
The company Bentley sells its
cars at both online and offline
modes where the customers
can visit and purchase the

where the customers can visit
and check out the car of their
choice to purchase. The stores
are located at around 160
locations.
products. The company serves
worldwide.
Promotion The company uses various
promotional activities for
educating the customers about
their products (Pike, 2016).
Like they organize the public
event or sponsor some sports
events.
The company uses the
promotional and advertising
activities through telecasting
the ads of the company,
organizing a public event and
the so on.
Physical evidence It includes the evidences
which proves the relation
between the customers and the
organization. As in the case
with Austin Martin, the
company proves the its
physical evidence by providing
the pamphlets for the
company, bills, magazines and
so on.
The company provides the
physical evidence to the public
through organizing some
public event for the customers
or public.
Process It refers to how the
organization would going to
bridge the gap between the
customer and the company.
The process which is adopted
by the company is very
efficient which bridges the gap
between the two.
The process used by the
company is quite faster than
the Austin martin as the
number of stores of the
company is greater than the
total number of stores of
Austin martin (Piñeiro-Otero
and Martínez-Rolán, 2016).

People It is the degree at which the
organization cares about their
customers and their people.
The company Austin martin
cares a lot about the staff
members and the customer
that's why they have provided
the convenient services to their
customers.
The Bentley company also
thinks about their employees
and they take a good care of
them by providing the good
health and medical facilities to
them.
TASK 3
Marketing plan of the organization
Marketing plan refers to a plan about how a company would be establishing its marketing
plan into the market place. The market plan consists of the plans which are related to the
marketing activities of a company.
Executive summary:
The company Austin Martin is about to launch a new auto mobile into the market. For its
successful launching the company is preparing a good marketing plan in which they have
defining the activity about how and when the marketing activities for the organization would
going to take place (Rossi, Allenby and McCulloch, 2012).
Objectives:
The objective of this marketing plan is to successfully launch the new auto mobile of the
company into market. For this the company has done the market research so that they can place
at product at the right time and at the right place.
Mission and vision:
Mission of the company is to provide the high class sports auto mobile to its target customers.
And the vision of the company is to satisfies the need of the customer by bringing the required
advancements into the technology of the business.
SWOT Analysis of Aston Martin:
Strengths: Weakness:

 It is one of the oldest car manufacturing
company in the world which adds to the
customer trust and loyalty and provides
strength to the company (Zheng, Moh
and Moh, 2017).
 The company adopts a very effective
marketing strategy which has helped in
increasing sales and profits over the
years. Strong international presence in more
than 50 countries is also another
important strength of Aston Martin.
 Only a limited range of products is
being offered by the company which is
one of the biggest weakness
considering the other options available
in the market.
 Expensive pricing strategy of the
company makes the products affordable
only to a limited group of customers
with high-level of income.
Opportunities:
 Entering into the budget range of
automobiles is an opportunity for the
company to maximise its revenue and
sales. Increasing accessibility to servicing and
repairing of the products is another
opportunity.
Threats:
 Increasing fuel costs across the globe
acts as a threat for the long-term
profitable operations of the company
adding to the current expensiveness of
the products.
 Extent of competition in the industry
from automobile giants such as Tesla
and Mercedes is another threat for the
company.
Marketing Mix:
Marketing Mix for the company considering the growth opportunity and expansion plan is
being presented as follows:
Product: Under the marketing strategy adopted by the company, the management aims to
offer a car with high-integration of technology to provide the customers not only a driving
experience rich of comfort and luxury but also a unique technological experience of its own.
Price: The company aims to launch the product with an affordable pricing strategy to
increase the spectrum of target customers and also provide competition to other companies in the

budget automobile industry. Mid-range pricing will help the company to increase value
proposition for the customers (Tyson, 2014).
Place: Both offline and online channels for distribution and selling the automobile will be
used by the management of Aston Martin. With the help of using online sales channel and
integrating technology such as virtual reality for assisting the customers in decision-making
process, the management aims to make the products more accessible to masses.
Promotions: For promoting the product of the company, online channels of promotions
will be used such as Blogs and articles, company website etcetera. Considering the customer
market for the company, business magazines will also be used as an effective channel for
promotions and branding.
Monitoring and Controlling:
Monitoring and controlling of the marketing plan is also essential for ensuring the
effectiveness of company’s marketing strategy in light of its product launch. Periodic evaluation
of sales figures needs to be done for monitoring the effectiveness of the marketing plan.
Generation of new leads and the number of enquiries that the company receives will be the key
performance indicator to monitor the effectiveness of the plan (Stierl and Lüth, 2014). The
management of Aston Martin is being recommended to improve the negative aspects of
marketing plan after the initial implementation period and constantly conduct market research for
effective marketing planning and implementation.
CONCLUSION
From the report discuss, the roles and responsibilities of the marketing function has been
mentioned some of them are as follows, market research, promotional materials, conduction of
social media and the so on. The report also discusses about how the other departments of the
company like human resource, finance department, production department is inter related with
the marketing department. The report also includes the marketing plan for the company.

REFERECES
Books and Journals

1