Roles and Responsibilities of Marketing Function

UNIT 2
MARKETING ESSENTIAL
Introduction
Some use the term "marketing" as a fashionable word for "sale." Of course, selling is part of
the marketing process, but marketing is much more than that. Others use this term for all
types of promotion and advertising. Again, they are part of marketing, but they are not
everything.
In fact, marketing is a lot more extensive than promotion, advertising and selling. In the most
complete sense, marketing is a general term that includes the position of an enterprise among
market competitors, its competitive advantage and the selection of viable market segments on
which it will focus.
If certain market segments have been selected (and these have been chosen in a positive way
to avoid others), marketing also includes communication with customers in selected markets.
This communication is a dialogue, not a monologue. In other words, marketing includes
listening to customers - or market research.
Only then will we proceed to the formulation of precise messages tailored to the needs of
different types of customers. Each of these messages is then transmitted using the most
appropriate environment in that situation.
These concrete marketing messages are created and transmitted according to a technique
called the "Three Marketing M".
So we have to understand that marketing is much more than promotion and sales. It's a way
to analyze the entire activity in relation to the markets. By using the full range of marketing
tools, we can successfully succeed by effectively avoiding competitors and serving with
clientele.
In order for our business to be successful, we need to use all aspects of marketing: strategic
marketing, competitors' analysis, market positioning, market research, and finally marketing
messages.
Chosen Company Background
Aldi is the abbreviation for "ALbrecht DIscount", a German cash and carry retail company,
originally founded in 1913 and named after current owners, the brothers Karl and Theo
Albrecht. In 1960, the company broke up in two: "Aldi Nord" (Theo) and "Aldi Sud" (Karl).

It together establishes a European supermarket chain. The current company was founded in
1946 and currently holds about 7,200 shops in 17 countries
Since the 1950s, other subsidiaries have been opened and the range sold has been limited and
at an unbeatable price, with little money. The concept worked and became a principle, also
mirrored by the name Aldi (acronym from Albrecht-Discount). Over the years, the Albrecht
brothers have built a gigantic international empire.
After the divorce in Aldi North (belonging to Theo) and South (belonging to Karl) in the
early 1960s, Aldi Nord is currently present in Belgium, the Netherlands, Spain, Portugal,
Poland and the USA. Concern has a turnover of 25 billion euros per year, being one of the
largest companies in German post-war history.
P1. Explain the key roles and responsibilities of marketing function.
Starting from the fact that marketing represents a new, efficient, thinking and action in the
business world, specialists have been increasingly keen to define as much as possible the
"mission", its role, reflected in its tasks, and in the most suggestive way, the functions it will
perform.
Most authors consider marketing activities as economic activities related to the route of
goods or services from manufacturer to consumer, namely transport, sale, purchase, etc. Also
called "marketing services", such activities are sometimes grouped according to the central
element on which these functions are targeted. Thus, in their "Marketing. Principles and
Methods »Charles Philips and D. Duncan propose the following classification: a) Functions
involving the transfer of properties (buying, selling); b) functions involving physical
distribution (transport, storage, storage); c) functions that facilitate the two above
(standardization, financing, risk taking, market information).
The connection to the external environment is a medium function, ensuring the connection
between the company's potential and the environmental requirements and, in the last analysis,
the realization of the two object-functions; meeting common requirements at a higher level
and maximizing profits. All four of these functions are found in the practice of marketing by
referring to its existence as a system. The management of the enterprise must try to integrate
the marketing activity with the functions of the research-development, production,
commercial, financial and accounting personnel and personnel - in a unique system, the
"enterprise" system, so that the company's functions are better depreciated, to ensure the
economic and social purpose of the activity carried out. The solution offered by the practice

is that of the emergence and development of a new function - the marketing function - with
an integrating role in relation to the other functions of the enterprise. Such a function,
although it is found in the activity of some compartments within the enterprises - the
marketing department - is not limited to it, interfering with its other functions. Hence, its
integrating character results in activities that are part of other compartments and sectors of the
enterprise.
Marketing is an study of management that focus on exchange relationship and it is a business
process by creating relationship and satisfying consumer base. Nature and scope of marketing
is that it is an organizational function that helps in set of processes by creating and
communicating value. Marketing concept focus on use of data and resources by analyzing
needs and wants of consumers by developing various tools and strategies not only for
satisfying consumer needs but to attain goals. In recent trend of marketing concerned with
that it focus on traditional collective Scattergun approach rather than focusing on an
individual. To reach at large consumer base it uses social media and use artificial intelligence
so that they can enlarge business opportunities. External environment impacts directly on
activities of marketing such as change in government in particular country and they establish
new norms and conditions that forces to marketing department to bring change in their work
and procedures.
Overview of marketing process: there are some steps to accomplish desirable goals and
objects in organization by obey some steps that are as follows:
strategic planning: it is the step in which defining of strategy and it give direction and
accordingly take decisions by allocating resources to reach at desirable outcomes.
Marketing mix: marketing mix refers to the set of actions that use by company to promote the
brand or product into market place. In which 7 ps of marketing consist.
Role of marketing:
marketing plays an important role to deliver goods and services to their ultimate
consumers.
B2B marketing: B2B marketing in which marketeers sell products and services directly to
business.
B2C marketing: in B2C marketing marketeers sell their products and services to directly to
consumers for their personal use. In both types selling goods marketing plays very important
role to reach at large consumer base by accessing their needs and wants.
P2 Explain how roles and responsibilities of marketing relate to the wider
organizational contex.

Marketing stems from the fact that people have certain needs and desires. When there are
more products that can satisfy such a need, choosing one of them is determined by value, cost
and satisfaction concepts. These products can be obtained in several ways: by own
production, by constraint, by begging and skib. Most modern societies work on the principle
of exchange for other things they need. Mrketing includes all activities related to the work
with the markets, so all activities are said to be trying to make the practical exchanges.
Taking into account the essence of marketing, the scope, the nature of the markets, the
specifics of the companies formulate the following 4 marketing functions.
1. Market investigation function.
2. The dynamic connection function of the enterprise to its external environment.
3. Maximizing consumption needs.
4. Maximize efficiency.
There are different ways of approaching marketing activity. The concept of;
Production supports cavour to be preferred by consumers those products characterized by
availability and low price. The task of the company's management is, in this case, to improve
the efficiency of production and a
Distribution and Reduce Prices. The product concept claims they will be preferred by
Consumers produce quality products at reasonable Prices, that is, those products that require
a low promotion effort. The concept of measurement supports the idea that consumers will
not buy a sufficient quantity of products from a company unless they are encouraged to do so
through a sustained marketing and promotion activity.
The marketing concept argues that the main objective of a company must be to assess the
needs, desires and preferences of a targeted category of consumers to whom it offers the
expected satisfaction. The four elements behind this concept are the target market, consumer
needs, coordinated marketing and profitability.
And last but not least, the distribution of goods, by its complexity, needs to be addressed
in a wider context in order to highlight the consistency and prospects of such a sector, taking
into account, on the one hand, the diversity of its forms - retail, wholesale, middle trade etc. -
and, on the other hand, the need to properly assess its role in terms of both the development
of production and the promotion and modernization of consumption, so that it can be close to
all other forms and sectors of the market.
And it goes without saying that there must be a close connection between all the departments