Marketing Essentials: Roles and Responsibilities of Marketing Function

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Marketing Essentials
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Table of Contents
Introduction:...............................................................................................................................................3
LO1..............................................................................................................................................................4
P1. Explain the key roles and responsibilities of the marketing function....................................................4
P2. Explain how roles and responsibilities of marketing relate to the wider organizational context..........7
M1. Analyze the roles and responsibilities of marketing in the context of the marketing environment.....8
M2. Analyze the significance or interrelationship between marketing and other functional units of an
organization.............................................................................................................................................9
D1. Critically analyze and evaluate the key elements of the marketing function and how they interrelate
with other functional units of an organization.......................................................................................10
Lo2........................................................................................................................................................11
P3. Compare the ways in which different organizations apply the marketing mix to the marketing
planning process to achieve business objectives....................................................................................11
M3. Evaluate different tactics applied by organizations to demonstrate how business objectives can be
achieved.................................................................................................................................................13
LO3...................................................................................................................................................14
P4. Produce and evaluate a basic marketing plan for an organization................................................14
P4 Product a detailed, coherent evidence-based marketing plan for the organization Amazon..........16
Conclusion:................................................................................................................................................20
References.................................................................................................................................................21
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Introduction:
Marketing essentials strategy used by every organization in order to perform companies work
and attain its goals and objectives. As we all know the best way to sell your market the product is
to implement the effective market techniques which create awareness about the product and
reach to maximum people. The main role is played by the marketing manager to help in planning
the marketing strategy and put emphasis on covering the wider area so that they can increase the
demand and supply of product. Every manager uses the strategy or marketing mix which
includes 7p’s of marketing such as product, place, price, physical evidence, promotion, people
and process which helps in implying this policy. According to emerging trends and fashion
marketers tends to changes the same according to the customer’s needs and preferences which
helps in capturing market at a wider level and attain maximum level of profit. In today’s report
we will discuss about the e-commerce platform Amazon how they have used marketing
essentials effectively in capturing the market worldwide and dealing with all the line of business
which provides products and services in each and every variety which provides maximum
consumer satisfaction and retain maximum amount of profit.
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LO1
P1. Explain the key roles and responsibilities of the marketing function.
Marketing is the tool that is used in every business for the development of the organizations. It
consists of the understanding of the marketplace and the demand of the customers. Marketing
helps in the expansion of the business by increasing the demand for the product in the market.
The marketing function is the essentials function which helps in the expansion of the business
and the marketing process. Marketing functions helps in identification of the potential source
which is required in the expansion of the business. There are different stages in marketing
function which are marketing research, product development, sales, and promotions, etc. which
are essential for the growth of the organizations. There is a concept of strategic management
which includes the development of a system in the company for the growth of the company.
Management function is interconnected with the organizational functions
Roles and responsibility of marketing functions
1. Buying:This is a way by which goods are purchased by the company for further
production or for further sales. Amazon is buying goods from different sellers at a
reasonable price and further sell them on their website.
2. Selling: This means selling the goods on the website of the company.In this process of
the marketing function, goods are sold to different customers worldwide.
3. Packing: This includes the packing of the products. This is one of the most essential
marketing functions which are needed to increase the sales of the company
(KhodaparastSareshkeh, et. al., 2016).
4. Transporting: In this process goods are transfer from one place to another
5. Storing: This means storing the products for further sales.
6. Financing: This means providing different ways of financing to the customer to sell the
product and increase the sales of the company.
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7. Grading: These means checking the quality and quantity of the products and deliver the
best product at a reasonable price to the customers.
8. Risk taking: This means bearing the risk which is involved in this process for the growth
and development of the business.
9. Market information: This includes researching about demands and supply of products and
their requirements according to the market (KhodaparastSareshkeh, et. al., 2016).
There are various other functions that are necessary for the growth of the business. Market
research is one of the most important marketing function which helps in enlarging the business
worldwide. There is a link between the marketing function and organizational functions that are
described in this. For the implementation of any plan in the company, there is a need for
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GradingBuyingSellingPackingStoringRisktakingFinancing

managing all the activities related to the financing, human resources sales so that there will be
proper coordination among all team members. The essential function of marketing is to increase
the sales of the company and achieve the organizational goal within the specific time period so
that the company can achieve higher profits (KhodaparastSareshkeh, et. al., 2016).
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P2. Explain how roles and responsibilities of marketing relate to the wider organizational
context.
Marketing is a method which helps in the buying and selling of the product for the company to
increase its sales and attain the organizational goal for the company.it is a means of making
relationship within the organization among different department to attain the organizational goal
for the company. There are four things which are included in this which include the production
of goods, selling of goods, marketing of goods and marking of the goods to increase the sales for
the company.
 In relation to the organizational context, there are four things that help in increasing the
sales for the company. First is the production of goods which includes everything related
to the quality and quantity of the goods for the organizations. In this, there is a
maintenance of demand and supply of products according to the need of the product in
the market(KhodaparastSareshkeh, et. al., 2016).
 Another thing is selling the goods which are also the most essential thing in context to the
organization as selling includes the sales and all the things related to the promotion and
marketing of products (KhodaparastSareshkeh, et. al., 2016)
 The next thing is the marketing of the goods which include all the things which are
beneficial for the marketing of the product and selling the product in the market.
 Social media is the best way to increase the sales of the product as it is a platform that is
spread worldwide.Social marketing is a way to increase the sales of the company by
advertising the products on a different website to promote the sales of the company.
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M1. Analyze the roles and responsibilities of marketing in the context of the marketing
environment
Marketing function related to marketing environment means:
Market strategies are the strategies that are used by the manager in marketing for achieving the
organizational goal and for increasing the profits of the company. These different strategies are
made to attain the organizational goal of the company. The company follows a different action
plan to have effective working in the company.
 Market information is one of the most important things which helps to ingather all the
information which is required to increase the sales of the company by following different
strategies so that the company can achieve its organizational goal within a specific time
period.
 Marketing research is a deep study of the market before launching or introducing any
product in the market. Market research helps in knowing all the important information
which is necessary for the development of the organizations (Abedi and Abedini, 2017).
 Marketing segmentation means dividing the market as per the needs and demands of the
customer to achieve the organizational goal within the specific time period (Abedi and
Abedini, 2017).
 Brand equality is a way through which there is the creation of brand value for the
company. This will help in increasing the brand image of the company which will help in
increasing the sales of the company(Abedi and Abedini, 2017)
 Follow up of the marketing environment means checkup of all the above things which are
essential for the growth of the business and which help in increasing the sales of the
company.
All the above are the basic responsibilities of marketing in context to the organization.
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M2. Analyze the significance or interrelationship between marketing and other functional
units of an organization.
Marketing function related to functional units and their importance
 Planning: Planning is the first and foremost step which is used by the management of the
company. It helps to increase the sales of the company and to achieve the organizational
goal of the company. Planning means to make action plans to perform the task so that the
company can achieve the organizational goal of the company.
 The company requires following a certain plan so that the company can improve its
working and can sell its products smoothly in the changing environment (Saidani
andSudiarditha, 2019).
 Research: Research means to search all the information and gather all the required
information which is required to have a smooth functioning in the company.
 Strategy: It means the strategy which is made by the manager or the management of the
company to achieve the organizational goal of the company.
 It helps the company in analyzing the market and makes a decision accordingly for
achieving the organizational goal of the company(Saidani and Sudiarditha, 2019)
 The company is required to follow a different strategy to achieve the organizational goal
of the company and to make a systematic balance and coordination in the company.
 The overall development of the organizations by using effective communication
 Optimum utilization of resources
 Effective working of the employees in the company(Saidani and Sudiarditha, 2019)
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D1. Critically analyze and evaluate the key elements of the marketing function and how
they interrelate with other functional units of an organization.
Research, Strategies, Planning and Promotion sales, distribution are the different key elements
that are required by the company to achieve the organizational goal of the company. These all
the basic things which are required for the growth of the business (Loo and Leung, 2018).
These all the needed by the company at each and every level for the effective and smooth
working of the company .market research is the most important thing which is required for the
growth of the company. Amazon is using all these key elements for the effective working of the
company (Loo and Leung, 2018).
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Lo2
P3. Compare the ways in which different organizations apply the marketing mix to the
marketing planning process to achieve business objectives.
In marketing planning, there is the inclusion of different marketing concepts which helps in
achieving the organizational goal of the company. The marketing mix is a technique that is used
by the company for the growth and survival of the company. A marketing mix is a tool that is
used to understand the market demands and supply which helps in the growth of the company.
This tool helps in understanding and following the marketing trend which helps in the
development and growth of Amazon .there are two concepts in the marketing mix which are 4ps
of marketing and 7ps of marketing. The various organization uses different strategies of the
marketing mix for increasing the sales of the company and improving the sales of the company.
The application of marketing mix concepts helps marketing planning which will help in selling
the product and applying different activities that are involved in the promotion and sales of the
products(Mohammad, 2015).
The 7ps which are used by this company are the product, price, place, process, people,
promotion, and physical evidence.
 The first thing is the product which is included in the marketing mix.
 The second thing is the price of the product which is included in the marketing mix
 A third thing is a place which helps in the marketing mix of the product
 The fourth thing is a process which is involved in this process(Mohammad, 2015)
 The fifth thing is people who are associated with this process of the marketing mix
 The sixth thing is the promotion of the product which is involved in this marketing mix
process.
 The last thing is physical evidence which is also required in the process of the marketing
mix.
These theories help in the growth and development of organizations. A marketing mix helps in
understanding all the things which are necessary for the enlargement of the
company(Mohammad, 2015). This helps in guiding the customer regarding the sales and increase
the sales of the company. This helps in raising the standard of living of the people and helps to
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increase the supply at a nominal price.it also helps in taking rights decisions for the growth of the
company (Mohammad, 2015)

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