Marketing Essentials: Roles and Responsibilities of Marketing Function

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
TASK 1............................................................................................................................................3
P1. Prime roles and responsibilities of Marketing Function........................................................3
P2. Purpose and Duties of Marketing to organisational context.................................................5
TASK 2............................................................................................................................................6
P3.Comparing the different techniques of using marketing mix in two specific organizations to
achieve business objectives.........................................................................................................6
P4. Marketing plan.....................................................................................................................12
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................17

INTRODUCTION
The essential tool of the modern business in the company is marketing that involves
recognition of marketplace, consumer demands, creating profitable links, consumer driven
strategy of market and provides superb quality in the market. Companies have realised the
necessity of maintaining relationships with customers and literally making efforts to get
innovative approaches related to their marketing strategies in the business. The chosen
organization in this report is Marks and spencer which is the popular supermarket chain of
United Kingdom. This report focuses on the marketing essentials of Marks and spencer that
belong to the modern generation of globalisation. The report depicts the marketing roles with the
duties of marketing functions and their interrelationships with the other departments of the
company. In the second task, it compares the various methods of using marketing mix in M&S
and its competitor Morrison to acquire their business goals and objectives and also develops
basic marketing plan for M&S..
MAIN BODY
TASK 1
P1. Prime roles and responsibilities of Marketing Function
Marketing is the process of management accountable for identifying or recognising, predicting
and fulfilling customer requirement beneficially. Marketing is the key element or major part of
company’s strategy so it need to planned, in this fast changing market Marks & Spencer spends
lot of money in researching and identifying what customer’s needs or wants, habits and attitudes
by carefully analysing data (Contreras and Ramos, 2016). M&S always want to make that first
move by bringing products and designs of clothing which are new in the market; this helps
company to developing customers and brand loyal. Customer satisfaction is utmost essential for
the company as it bring back customer to for the repurchase and if satisfied customers need to do
word-of-mouth for the company’s product and service which provide benefit to company as it
earns good or amount of profit on the success of the product and service. Marketing is the prime
management principle that allows the manufacture or producer to anticipate customer needs and
then match by delivering to their target customers. Therefore, it is the ongoing processes that
focuses on customers mainly and influence every aspects of business. The following discussed
below are the roles and responsibilities of marketing functions are as follows –
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Ensuring M&S’s growth, survival and reputation – Company survive because of its ability to
retain customers and maximise its market share by gaining more customers. This can be done
through the help of following the different marketing functions, which helps M&S in achieving
its business objective. Because of its customer focused approach, which helps in satisfying
customers by offering different products that are beyond their expectations (Martensen and
Mouritsen, 2017).
Market Expansion – The major role and responsibility of marketing functions is to expand
M&S’s business to global market, after doing well in the markets of UK and in some countries,
the role of marketing is to expand the business and considering the factors that can influence
M&S accomplishment in the market.
Listening to Customer needs – Before establishing the marketing strategy, M&S get in touch
with the customers and clients in order to know what their needs and requirements are. It is the
responsibility of marketing department to plan and receive the customers’ feedback about
company’s product and services. Marketing department of the M&S collects the feedback
through the internal and external channel. Departments create surveys and capture the
information from the sales and support teams within the company that helps in enhancing
marketing strategies for the future as these teams are in direct contact of the customers. Through
the various social media platforms and social networks Marks & Spencer’s marketing
department try to understand the needs of customers by interacting.
Tracking New Trends and monitoring the competition – It is very essential to know that what is
the current position of M&S in UK market and what are the current trends prevailing in the retail
industry, what is level of competition in industry, what types of products and strategies rivals are
using to sell and promote their products and services (Gupta and Nair, 2020). By monitoring the
activities of rivals, M&S’s marketing department comes up with such strategies and marketing
techniques which differentiate it from its rivals and also comes up with the products that it rivals
don’t have, all these practices benefit the company and attract customers to Marks & Spencer.
Creating Brand Value –
Company’s brand is representation of the emotions and feelings that the services and products of
the M&S show. The marketing plays the crucial role in creating or developing the quotes,
messages, ideas and disseminating images that communicate the best and generates the brand
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