Marketing Essentials: Analyzing Roles, Responsibilities, and Trends

This presentation provides an overview of marketing essentials, focusing on the roles, responsibilities, and current trends within the marketing function. Using Cadbury as a case study, the presentation defines marketing and its core concepts, including production, product, marketing, selling, and societal marketing. It analyzes the current and future trends in marketing, such as interactive video and personalized recommendations, and details the roles and responsibilities of marketing, including setting market strategy and identifying customer needs. The presentation also explores the interrelationship of marketing with other functional units like finance, production, sales, and HR, highlighting the significance of these interdependencies for achieving organizational objectives. It concludes that the marketing department plays a crucial role in the accomplishment of overall organizational goals.

Marketing Essential
(Part 1)

Table of Contents
• Introduction
• Meaning of Marketing
• Concept of Marketing
• Trends in Marketing
• Analyse different responsibilities and roles of marketing
functions
• Roles and responsibilities of marketing function with other
functional units
• Significance of interrelationship of marketing with other
functional unit
• Conclusion
• References

INTRODUCTION
Marketing can be defined as an
activity with the help of which the
satisfaction of the customer is
managed by identifying their needs
and wants. In this presentation, the
organisation taken into consideration
is Cadbury, which is a UK based
confectionery organisation and has
been operating in different countries.

Meaning of Marketing
Marketing can be defined as a procedure that is related to the
individual interest and related with the products or services that
are offered by an organisation. It is beneficial for a
organisation for achievement of higher revenue and higher
profitability. Marketing is a concept that is related to the
philosophy of a organisation to make a analysis of its
requirements.

Concept of Marketing
There are various concepts
of marketing as given
below:
Production concept
Product concept
Marketing concept
Selling concept
Societal marketing
concept

Trends in marketing
Current trends in marketing: There are various trends taking
place in the marketing such as interactive video, personalised
recommendations and use of digital media for purpose of
marketing.
Future trends in marketing : There are some marketing
trends that are not very popular in present scenario but are very
important from coming future period of time.

Roles and Responsibilities of
marketing
Roles and responsibilities associated with the marketing
function are mentioned below:
Setting market strategy: It is the responsibility to formulate
such strategies is that organisations can be benefitted.
Identifying customer needs: It is another significant role in
which there has to be identification of the customer
requirements so that there is right offering to the right
targeted customer.

Interrelationship of marketing
with other functional unit
For ensuring the attainment of the organisational objective
efficiently and by utilising all the resources efficiently different
departments of the organisation work in a unified manner.
Different department integrate with each other in such a manner
that objective can be achieved by establishing coordination
among them.

Marketing and Finance
The finance department is responsible for procuring funds
for the company and budget formulation is done by them.
They prepare various budgets for the marketing
department and ensure the supply of funds to them also
manages all of their expenses. While the marketing
department acknowledges about the potential investors
present in the market to the finance department so that the
availability of the funds with the company can be insured.

Marketing and Production
The marketing department on the basis of the research so
conducted by them on the taste and preference of the customers
provides guidance to the production department regarding
development in the existing product which can be done by adding
new features, packaging etc.

Marketing and sales
department
Marketing department of Cadbury formulate various marketing
strategies on the basis of research conducted by them for the
taste and preference of the customers. Such marketing strategies
include promotional strategies with the help of which the sales
department of Cadbury can easily convert the prospect into their
customer.

Marketing and HR department
Human Resource Department of Cadbury recruit people for the
marketing and sales team as per the requirement of the
marketing department. Along with this, the HR department
organised various training and development sessions for the
marketing teams so that their efficiencies can be improved,
while the marketing department analyse the market and
accordingly provide their requirements in terms of human
capital.