Marketing Essentials: Roles, Responsibilities, and Strategies

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Key Roles and Responsibilities of the marketing functions........................................................3
Roles and responsibilities of marketing related to organisational context..................................5
Comparing ways in which organisations apply marketing mix to the marketing planning
process to achieve objectives.......................................................................................................7
Marketing plan for the organisation.............................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing is the process through which goods and services are sold in the market.
Marketing essentials are publicity, advertising and selling. It includes identifying right customer,
design products or services which are in demand deliver them and make profit. Marks and
Spenser is a multinational retailer in London. It deals in home products, clothing and food
products. It is founded by Michael Marks and Thomas Spencer in 1884. Listed on London Stock
Exchange and provide online service for food delivery. This report will discuss about roles and
responsibilities of marketing function. Further it will evaluate that how this will relate to wider
organisational context and will also compare ways in which different organisations apply
marketing mix to the marketing planning process to achieve objectives. This study will also
produce a marketing plan for organisation.
Key Roles and Responsibilities of the marketing functions.
Marketing functions deals with the buying and selling of goods and services for
satisfying customer’s need. Marketing functions are as follows-
Listening to customer needs- It is very important to know that what your clients need. Marks
and Spencer take customer’s feedback, to know that what is customer needed. Company do
surveys and take help from customer support team so that better marketing strategies can be
made. They also use social media to know about current market situations.
Satisfying customer’s needs- To satisfy the needs of the customer is the very important
marketing function. Company should research and come out with such products and services
which satisfy customer’s need and can give value for the money (Sarkum, Pramuka and Suroso,
2017).
Making Profits- Marketing functions suggest that company should come up with new ways to
sell the products in the market. It says that not only provides value added products to the
customer but also increase sales of the organisation. Marks and Spencer also made different
strategies which helps to achieve corporate goals and increase its market share.
Monitor Competition- Focusing on competitors are also required. Company should also learn
from their competitor, what they are doing, why they are doing and find out their mistakes so
that they will not make any mistakes in the future. Sometimes only by observing competitors,

can make you learn many things. Marks and Spenser focus on healthy competition and do not
believe in any unethical marketing practice.
Managing brand values- A brand is the representation of the company. The department of the
marketing is responsible for creating good brand image. Company also conduct marketing
campaign to promote products and services of the company. They should proper maintain
company’s website because website is the reflection of the company, for seeking information
people visits website only. So, it should be timely updated and website should come first when
anyone search for similar business (Gnizy and Shoham, 2018).
New marketing tools- Company should search for helpful marketing tools should be updated
about new strategies, trends or digital tools that coming in the market. Marks and spencer have
digital marketing tools which include content creation, email marketing, landing pages etc. Such
analytical tools are also created, which collect feedback from the customer, track project etc.
Innovation- To bring innovative products in the market company should do research. Company
should have Rn D department which can come up with timely innovation. Innovation can also be
done by changing in packaging, design, colour etc. Company should also try in different segment
so that they can also generate revenue from new business. They should also identify target areas
for new products and with the marketing tactics should increase demand for new product by
telling about the product, its benefit, uses etc.
Communicate with the other departments of company- Proper communication should be there
between all the departments of the company. Lack of communication can lead to confusion
among the organisation and project failure (Martensen and Mouritsen, 2017). If production and
other departments are working good but marketing department are not working up to the mark
than it can lead to entire company fail and the efforts of other departments will also go waste. If
company want to achieve the goal than systematic communication should be there.
Improved customer services- Quality customer service should provide by the company because
it is the good services only which can bring customer back. The departments which are having
direct contact with the customers should work on empathy (Obih and Baiyegunhi, 2018).
Managing marketing budgets- Marketing department should work on marketing budgets.
Planning should be made for next year’s budget. As marketing activities require investment so
management should wisely choose that in which marketing type they should invest money
whether in traditional or in modern marketing method.