Roles and Responsibilities of Marketing Function

This report explains the key roles and responsibilities of the marketing function and how they relate to the wider organizational context. It also compares the ways in which different organizations apply the marketing mix to achieve business objectives.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explain the key roles and responsibilities of the marketing function....................................3
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context..........................................................................................................................................5
TASK2.............................................................................................................................................7
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives........................................................7
TASK3...........................................................................................................................................11
P4 Produce and evaluate a basic marketing plan for an organisation........................................11
Ansoff' matrix of Unilever.............................................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
Books and Journals:...................................................................................................................15

INTRODUCTION
Marketing is the activity that performs by marketing manager of the company. Marketing
is the activity that promotes the organisation's products and services in the market. It use the 4
important Ps for the promotion that are price, place, promotion and products. These Ps are the
base of marketing of any organisation (Babin and Zikmund, 2015). This report covers the roles
and responsibilities of marketing function. There are many functions that performed by the
marketing manager to increase the sales and number of customers. It explains that how
marketing function impact on the organisation. It also covers the 7Ps of marketing mix that helps
to promote the business trade by using promotional tools and techniques. Unilever is one of the
international company that says they are the developers, innovators and forecasters in the market.
Unilever is the UK company that sell their product and services over 120 years. With the help of
Unilever, this report covers marketing plan that helps to understand the practical applicability in
the organisation.
MAIN BODY
TASK 1
P1 Explain the key roles and responsibilities of the marketing function.
Marketing can be defining as that function which is related to performing function and
using these function. Marketing is related to perforce of employee and achieving business
objectives in appropriate way. This is related to achieving business objectives and performing in
effective so that organization can promote its products in market (Baines, Fill and Page, 2013).
This is also identified that there are number of function which has to be perform by manager and
are related to aching business objectives in context of Unilever organization is operating at
global level. this is essential for organization to achieve business objectives as here are number
of function which has to be performed under marketing. This make it essential for organization
to achieve better result a performing function in appropriate way. These are number of roles
which are perfumed by marketing in organization. Some of these roles are discoed below:
Market research: This is prime role which is performed by marketing in order to
achieve business objectives and perform function in appropriate way. There are number of
function which are performed by organization in order to achieve business objectives. There are

number of function which has to be performed business organization (Berkowitz, 2016). Thera
are number of function which has to be achieve business and use to achieve all those function. In
this, is useful in aching business function and performing these function according to need and
requirement. This also helps in analysis market and performing these function according to needs
and requirements.
Product designing: this is also a function which is performed by business organization and
marketing function. Under this function marketing manager helps production department in
shaping products. This is helps full in achieving better results and using these function according
to neds and requirements. There are number of function which are related to achieving business
goals. Under this, marketing identifies product designs in current market and helps other
department about guide lines which they can use to produce their product and using these
according to need of organization. This also enable comfortable environment.
Role to build market reach: This is also a function which is performed by managing in
organization. Under this, organization is using function which help in managing work of various
individual and using these work according to needs and requirements (Blythe and Martin, 2019).
Under this marking use number of tools and techniques which are related to performer of
function and enable organization use these function according to needs and requirements. This is
also helps full in achieving business targets and performing function in appropriate way. This is
also useful in achieving these goals and increasing reach of firm in global market. This is also
analysed that there are number of functions which has to be perform by business organization
and helps in achieving business objectives.
Provide strength to market chain: Market chain is that function which is related to
distribution of products and services in these market. This is useful for organotin in order to sale
its product and services in market where it is trading. In context of this, there are number of
function which has to be perform by manger to achieve better results (Blythe, 2006). In context
of Unilever, manager in organotin use to focus on building better management which helps in
achieving desire results and performing. Marketing helps in identification of various streets of
organization which helps in achieving business objectives and performing function according to
needs. This enable performing function in appropriate way. Here, manager in marketing helps in
using appropriate which enable to identify current market and using function in appropriate way.

Monitoring and managing social media: This is function which is helpful in achieving
business objectives as social media is has wide coverage. This is useful in achieving business a
performing function in appropriate way. This is helpful in achieving all those objectives and
performing function in appropriate way. Under this, marketing function cover all those function
which are related to social media platform and perform function in appropriate way. Here,
manager is use top perform function and use these function according to need of market.
Marketing use these channels in achieving business goals and performing function according to
needs and requirements. This is used by organization to achieve better results and manage
function in appropriate way (Brassington and Pettitt, 2007).
Producing internal communications: Marketing also paly role and responsibility in
managing function and using these function according to needs of organization. This is because
it helps in identification of number of factors which are related to business activists and
performing function in appropriate way. This also provide insight about those function which are
helpful in archiving business objectives and perform. Marketing function is use to achieve
business function where organization will work according to needs. Under this, marketing use
help to chive business objectives. This is impactful to organization as this produce helps in
developing employee’s communication and manage coordinate working environment in
Unilever.
These are number of functions which helps business organization and use these function
according to needs. This is important function as it helps in managing function which are related
to profitability and managing of various resore4ces. This is also analysed that there are number
of function which are related to achieving business objectives and using them according to needs
and requirements.
P2 Explain how roles and responsibilities of marketing relate to the wider organisational context.
Marketing is essential function in organ which is related to perform of number of function that
can be perform by organization to achieve business objectives. this is related to perforce of
function and use top achieve business objectives. under this marketing is also related top
achieving business objectives by coordinating (Clow and James, 2013). This is related to
business function where organization perform function according to needs and requirement. In
context of unsilver there are number of department which are performing their function
according to needs and requirements of organization and achieve business objectives. This is

important for marketing function to use these function and perform function according to current
business situation. This is also identified that there are some kind of relationship in each
department which is helps full in using function and performing them according to objectives.
This relationship which is use by chosen organization is discussed below:
Marketing function and finance: finance function is useful for organization and act as back
bone for number of function which are performed by organization in current business
organization. A these are related to achieving business objectives a helps in performing at
effecting level. finance department is useful to each and every department of organization this is
because it helps in achieving business objectives and performing function according to needs and
requirements. This is also related to perforce of function which support positive development and
matching perform of organization according to needs and requirements. Under this marketing
helps finance department in using all those analyses to identify bets opportunities which can be
used to invest money in market and use it to achieve business objectives (Cooper, 2020).
Marketing and R&D: There is discussion about number of operations which has to be
perform by R&D department in Unilever. All these are related to analysis of market and many
other. These are various function which has to be use by organization and perform function in
appropriate way. Marketing is directly associated with R&D department. Under this there are
number of function which has to be performed by marketing in relation to R&D such as analysis
of market to provide assistance to R&D and giving tem guidance about current feathers which
can be used to perform business function. This is also helpful in using these function and manage
all these function according to needs and requirements. R&D in Unilever also helps in
performing function in appropriate way where manager of this department provide relevant
information to marketing about current and helps in analysis data related to market research so
that firm can achieve business objectives and perform function in appropriate way.
Marketing and HR: Human resource refers to the individuals that are involved in designing
the workforce of an organisation. Its basic function is to recruit, select and on-board employees
in an organisation. Human resource is responsible for managing the personnel of an organisation
effectively and efficiently. Marketing is the process of making the products and services popular
among the target market and selling them to the ultimate customers. Effective marketing
strategies and plans helps the company to attract more and more consumers and increase the
profit generation of the organisation (Hollensen, 2008). Human resource and marketing are

completely interlinked with each other. Marketing allows the companies to perform various
researches which help them to identify and analyse new trends in the market which in turn helps
the Human resource department of the company to identify new techniques of recruitment and
selection to employ good talent in the company. On the other hand, Human resource provides
trained and developed employees to perform marketing research and also carrying out the
marketing functions of the organisation. HR and marketing also play an important role within the
organisation as they fulfil number of responsibility and manage the functions according to the
needs and requirements of organisation so that form can manipulate its function and improve its
organisational level and functioning to boost the productivity with an organisation.
Marketing and operation: there are number of function which has to be performed in
business venture all these functions are performed by operational manage department. under this
manager of this department all these function and used to achieve better results. Marketing
department helps organization in achieving business. In context of marketing department there
are number of functions which has to be performed by manger which helps operating manager in
using function and achieving business goals (Joshi, 2012). Operation management in marketing
has a close relationship with an organisation where operation management help in improving the
functions of marketing by guiding them about the current operational level of organisation and
using appropriate technology in order to bring effectiveness in it. This brake and effective system
with an organisation which can be utilised according to the requirements and performing the
function in an appropriate way.
Marketing and information technology: Marketing and information technology in the
close relationship with an organisation as the both perform function in accordance with
achieving the organisational goals and improving the functioning of organisation. Information
technology can be defined as that function of organisation which helps in achieving the
objectives and performing these objective in an appropriate manner. IT manage all the
functioning of it system so that organisation can easily perform its functions and manage its
objective according to the needs and requirement. There are a number of roles which are played
by marketing in context of information technology as marketing analyse the market and provide
an overview of market and different information technology which is used by the competitors
and the other organisations within the market. This enable IT department of Unilever to take
appropriate decisions and achieve the objectives by analysing the current trends and using the

information technology for the benefits of Organisation. In context of information technology it
also help marketing department by providing number of application and system which can be
used by marketing to analyse the customer response and perform its function in an appropriate
manner. This is also beneficial in establishing a better and coordinated environment between
both of these so that organisation can achieve its objective and perform the function in an
appropriate manner.
All there are function which states that there is close relation in marketing and HR function
of organotin and helps in achieving business objectives. There are number of relation which has
to be use in order to perform functioning in effective way and achieve business objectives .all
these function ill work according to current needs and helps in preforming all function in
collectives way (Kоtler, 1984). There are number of objectives which are requirement by
organotin to active better results and performing function in order o achieves business function.
This can also evaluated that marketing helps each and every function in firm to achieve their
business objectives and perform different roles to achieve business objectives.
TASK2
P3 Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives
Marketing mix is the mixture and combinations of focused area that should be consider in the
process of marketing. According to E. Jerome McCarthy's, marketing mix includes important 4P
that are product, prices, place and promotion. These elements are very important for the growth
and success of business. After the evolution in marketing mix, it was found that there are 3 more
Ps that should take in marketing mix (Lamb, Hair and McDaniel, 2011). Marketing mix is the
essential key element that is need for the promotions and selling of goods and services.
In the below points, two organisations i.e. NESTLÉ and Unilever are taken for comparing
the marketing mix to achieve the organisational goals and objectives:
ELEMENTS OF MARKETING MIX
Product
 It is the first and foremost element of the marketing mix that should be undertake for the
marketing mix process. Unilever is the international organisation that serves a wide range of
products and services to the customers. It makes 400 brands that give a wide choice to the

customers and satisfy their needs and wants. They produce four major products that are
home care, foods, refreshment and personal care. Due to the vast products line they
continuously assesses their portfolio that they are have right balance of product mix or not.
Their vision and mission states that they are the developer, innovator and forecasters that
gives the objectives of organisation. NESTLÉ is the UK firm that produces many types of products and services. It includes
clothing, financial services, food and electronics. They provide different category of
products that help to target the market easily so that they achieve their target and objectives.
NESTLÉ is the reasonable retailer in the UK. So the customers expectation can be fulfilled
by the serving of wide range of products and services (Lancaster and Massingham, 2010).
Price
 The FMCG sector continuously grow very rapidly, because the wants and desire of
customers emerging day by day. So the industry tries to satisfy their wants and desire
through giving a vast range of products with reasonable prices (Larson and Draper,
2015). Unilever choose economical prices so that their customers can purchase their
products and services easily. Unilever has many variety of products so they decide prices
according to their products. Their premium products have high prices and whereas other
products have low prices. This type of pricing is very good for the company that they
trying to cover all of the level of customers. There are many type of pricing that can be used by the organisation in the companies.
They are skimming pricing, premium pricing, two part pricing, etc. Pricing depends on
the nature of business that run by the organisations. Within each category of products,
NESTLÉ try to make all products reasonable because their objectives are economies of
scale. So that's why they always try to maintain their products prices low. They take this
strategy from many years that build the trust in customers that they provide goods with
affordable prices. Their prices strategy helps to attract the customers for purchasing their
goods and services.
Place
 It is one of the important element in marketing mix because it targets the market easily.
Place is the element that every organisation consider before the commencement of the
organisation. Because it decides the number of customers in the market (Malhotra, Birks

and Wills 2013). Unilever adopt both type of systems for selling their products that are
modern and traditional. Unilever use sell their products in the market through traditional
use of distribution system. For the adoption of dynamic environment i.e. up gradation in
technologies force to transform their distribution system in online. So now Unilever sell
their goods and services on Amazon.
 Place determines the sales and revenues of the organisation. NESTLÉ's headquarters is in
England. Their stores are spread in every location so that they reach in every location.
They have both online and offline stores for their products. They have six types of stores
in offline that are NESTLÉ Metro, NESTLÉ Express, NESTLÉ superstore, NESTLÉ
compact, etc. Many of the customers that not feel comfortable on offline store because it
needs time. So for the customers, NESTLÉ try to solve their problems through
introducing online forum for selling the products. They have particular target market that
covers all level of customers so that their sale get rises.
Promotion
 Promotion is the fourth P of the marketing mix and the most important element. It
promotes the companies' products and services in front of the customers so that
customers get to know the availability of products and services in the market. Unilever
adopted many promotional tools that helps to make their products globally so that they
achieve their target and goals. Unilever use digital and traditional media for their
promotions. NESTLÉ's main advantage is their low prices of product that becomes a promotional tool
for the company. Because it attracts the customers easily. On their grocery store, they
offers many discounts such as buy one get one offer. These tools are very effective for
the company. they also uses online and digital methods (McDaniel, 2013).
People
 Human resource is the important element because they are the only persons who sales the
products and services with their sales technics. Unilever gives proper training and
development programme to the organisation so that they are able to perform their duties
very well.

 NESTLÉ uses many programmes for increase the productivity of the workers. NESTLÉ
uses Save as You Earn and Colleague Privilege Card so that their workers get satisfy.
and try to increase their productivity so that they achieve the organisational goals and
targets (Perreault, 2018).
Process
 Unilever also try to improve their services that helps to satisfy the customers wants. It can
be done through online payment so that it saves the time of customers (Wirtz, 2012). It is the process which helps to make customers happy from their products and services.
NESTLÉ always try to improve their billing process services so that they get happy faces
of their customers.
Physical Evidence
 Unilever has many types of products so that they spend much on physical appearance of
their products. It helps to attract the customers to attain their targets and goals.
 NESTLÉ didn't spend much more on physical appearance of products and services. Their
clean store automatically attract the customers.
TASK3
P4 Produce and evaluate a basic marketing plan for an organisation.
Marketing plan is the blue print of pre-determined goals and objectives that include all the
activities relating to marketing. It gives the relevant information about marketing that gives
directions to the marketing manager that how the take decisions for promotional tools. Marketing
plan includes:
MARKING PLAN
Vision
 To make life sustainable, commonplace living that helps to grow the business
successfully
Mission
 To add value to the life through providing hygiene and personal care, nutrition that helps
to people feel good
Objectives

In order to develop the objectives of business firm, there is use of SMART objectives
framework. According to this framework, a business firm has to use effective system in which is
has to allot words. This is include some basic points which have to be considered by business
firm. These are Specific (simple, sensible, significant), Measurable (meaningful, motivating),
Achievable (agreed, attainable), Relevant (reasonable, realistic and resourced, results-based),
Time bound (time-based, time limited, time/cost limited, timely, time-sensitive). In context of
chosen firm all these are discussed below:
 To increase market share of business firm by 10% in existing market within 1 year by
using effective marketing campaign.
 To lunch new product in existing market in order to improve market reach and revenue
by 20%.
SWOT analysis:
It is the most widely used method that gives the ideas of strengths, weakness,
opportunities and threats of company. From the below table, Unilever's SWOT can be analysed:
STRENGTHS WEAKNESSES
 Strengths is the internal factor of the
organisation that can be control.
Unilever's is the organisation that have many
strengths in their organisation such as vast
range of products availability, economies of
scale, strong brands and globally accessible
(Pike, S., 2015).
 Unilever produces similar products that
NESTLÉ also gives with low prices.
 Their business diversification is low or
limited
 They are mostly depend on retailer
which minimise the sales and revenues.
OPPORTUNITIES THREATS
 Opportunities are external factors that
can be try to improve and get benefits.
 Unilever has the opportunity to take
business advantage though innovate the
products and services.
 They also try to improve the
 They have many competitors like
NESTLÉ in the markets.
 Similar product creates threat of
substitute products.

environment factors through use of
organic material (Simkin, and Dibb,
2013)

Ansoff' matrix of Unilever.
Ansoff matrix is effective tool for planning strategies and evaluates business operation
according with that. This tools helps in developing strategies by analysing an organisation size
and structure and area for expansion through which it gets acknowledge by various market
segment, customer needs, demanding products and economies of scale. With the help of this, an
organisation can effectively work on its growth by dealing in wide range of products and
promotes competitive edges for other firms as this matrix provides four strategies that are in
context of Uniliver which are thoroughly mentioned below:
Market penetration: This strategy put focus on attaining huge market share by effective
products and services which includes how much an organisation sells their product in the
existing market. In other words capturing existing large number of customer attention for their
products. This strategy could effectively use by attempting number of way such as decreasing
price of products, innovative ways of promotion and back off rivalry firms by achieve first
position in market (Shanklin, Ryans and Ryans, 1987) . In context with Uniliver, the firms has
first and foremost aim to achieve market penetration since several years, this make their
contribution towards economies of scale and understand demand of existing market by rendering
their products with same quality from longer period.
Product development: This strategy evaluates development of new product by engaging
their outlets into wide range or product mix. This requires innovation and creativity in producing
new product segments, to make them unique from existing product or provide range of existing
product through adding flavours, new taste and more innovative changes that attract more
customers also negative customers which did not gave positive response before. In the context of
Uniliver, this firm provide wide range of products from soap to tea, milk, and other household
product all with best quality and reasonable prices. This strategy leads the firm into high growth
of success by achieving customer satisfaction.
Market development: This strategy focus on rendering product or services into new
market with existing product. By expansion of geographic area and start delivering to the new
market and new customers. This enhance an organisations size and structure by opening new
outlets and promotes brand name nationally or internationally. In context with Uniliver, this
organization enjoy high benefits from other countries or states by emerging into multiple market.

At current scenario, the firm has around 150 outlets worldwide through which it sets their image
into global market (Shukla, 2008).
Diversification: Diversification enables an organisation huge opportunity of growth by
entering into new market with new and innovative product segment. This strategy meant
successful by emerging with other products or brands into own outlet. It proves to be a better
way of earning without engaging in manufacturing unit or maybe. In context with Uniliver, this
organisation diversify into different segments of beauty and cosmetics products which are brands
of LLC , Dermalogica and many more. Also by producing their own units of food and
households items. Diversifaction proves to be successful for Unilever as customers are happy
with them . (Silver, 2012)
action plan
in order to improve business function and implementing strategies business firm will use
Monitoring and evaluation
It is the last step in this plan which is related to monitoring the function according to the
needs and requirements of organisation as well as identify profitability level of each function so
that organisation can easily execute its marketing plan and achieve results in an appropriate
manner. This will benefit the organisation in improving its function as well as using appropriate
tools and techniques to monitor the performance of different individual working in the marketing
mix and marketing plan. Monitoring and evaluation will also boost the profitability level of
organisation and identify number of systems which can be improved while working on the
particular project.
Cost evaluation
Particulars Amount (£)
Marketing 10000

Promotional activity 20000
Plant and machinery 120000
Print media 7000
Total 148000
This can evaluated from that above stated information that there are number of function which
have to be used by business firm in order to meet objectives. These tactics can be used in order to
perform task in effective way and market the products and services. This will also facilitate
business firm in meeting needs and achieving business objectives according to it.
CONCLUSION
It can be concluding from above mentioned information that there are number of function
which has to be performed in marketing to achieve its objectives and manage work of various
individuals. This is also identified that all these function are required to perform function in
better way and achieve higher profitably. This is also evaluated that there re number of function
which are related to function. Under this manager use all those mix which provide better function
and helps in achieving organization objectives. It can also concluded from the above mentioned
information that there are various kind of systems which can be used by the organisation in order
to promote its function where Unilever is operating with efficient level of resources and product
mix which help the organisation in computing with its main competitor within the market. It can
also evaluated from the personal strategies of Unilever that organisation is improving its system
as well as managing its function according to the needs and requirements of current system.

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