Role of Marketing in Modern Organizations

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 & P2 The role of marketing in modern organizations............................................................1
TASK 2............................................................................................................................................4
P3 Comparing the ways in which different organisation apply marketing mix..........................4
P4 Marketing Plan........................................................................................................................8
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is the function of the organization which looks at developing, promoting and
selling the product of the organization. ASOS Plc is the cosmetic brand which is taken into
consideration for this study. This report highlights the role and responsibility of the marketing
function. Further this report highlights the role of marketing in related to the wider organization
context. Further this report highlights the comparison in between the two company on the basis
of the marketing mix used by them. In the end report highlights, the marketing plan of the ASOS
Plc regarding the launching of the new product “Forever Young”.
TASK 1
The role of marketing in modern organizations.
Marketing refers to the activity of developing, interacting, communicating, delivering and
exchanging the offering to create value for the clients, partners and whole community in large.
Marketing includes planning, developing products, packaging, setting prices and distributing
products to ultimate customers (Lovelock and Patterson, 2015). Marketing plays an important
role in every type of organization whether it is non-profit, small, large organization or
manufacturer of industrial products.
Marketing used to play variety of roles and responsibility such as. Marketing department
of the organization is responsible for performing different types of functions. It helps the firm to
determine the best opportunities that are available in the market to grab them with the help of
available resources that will help to achieve the objectives of the organization.
One of the most important role of marketing is to conduct research of the market to
collect information regarding needs and demands of the customers. Marketing department helps
the organization to take decisions regarding effective marketing of the products.Another major
responsibility of marketing department is to design and develop the products for consumers. For
effective product designing, marketer plays an important role in taking decisions related with
quality, packing of goods to influence the buyers to purchase them.Marketing department of the
company plays an important role in taking decision regarding effective packaging and labelling
of the products. Therefore, attractive packaging will help the firm to promote the products in the
market. Pricing is a major factor that affects the demand of customers regarding products and
services. Marketing department is responsible to develop pricing strategy for offering the goods
to ultimate buyers. While determining the price, marketer considers various factors like
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competition, type of customers, demand of product, objectives of firm etc. Pricing of the product
should be proper otherwise, customers will shift towards the product of competitors. It is the
process of informing target customers regarding features, benefits, usage and price of the
products. Marketer is responsible to decide the type of promotional tools to be use for promoting
the goods such as Publicity, Personal selling etc. Moreover, they also help to develop marketing
budget, promotional mix etc. (Grudin, 2017). Another major role marketing department plays is
to take decisions regarding the channels of distribution for distributing products to the customers.
Marketing department is responsible for determining channels of distribution like wholesalers,
dealers, retailers etc., level of inventory, warehousing etc. Customer satisfaction is very
important for success of the product in the market. Marketing department of the organization is
responsible for handling the grievances of the buyers, maintaining customer information,
procuring service of credit, providing after sale service etc. Therefore, marketer play an
important role in attracting, maintaining customers.
The functions of Marketing department are interrelated with other functional units of the
organization. It helps to achieve the goals of the company. Satisfying the need and demands is
not the sole responsibility of marketing department but is the responsibility of other departments
also. Interrelationship between marketing and other functional units is as follows -
The functions of Research and development should be properly linked with the efforts of
marketing department. Organization climate is one of the essential factor that encourage the
efforts for successful new product development. Every stage of developing the product requires
proper link between marketing department and research department of the company. Research
plays an important role to collect information regarding demands and preferences of the buyers
that helps marketing department to develop innovative products for the customers (Sombultawee
and Boon-itt, 2018). Procurement is considered as one of the most important function of the firm.
Marketing department of ASOS Plc helps purchase department to buy raw material for
developing products on the basis of marketing research. Procurement department of the
organization helps marketing department by managing the expenditure on marketing activities
not only regarding cost of the product but also on other side such as measuring the creative side
of the marketing functions.
The marketing of products also depends upon the capabilities of production department.
For example – Marketer of ASOS Plc firm has to ensure that volume of orders of the customers
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