Marketing Essentials: Key Roles, Trends, and Department Structure

This report provides an overview of marketing essentials, covering key roles and responsibilities within marketing functions, the development of marketing trends, and the structure and operations of a marketing department. It differentiates between B2B and B2C marketing approaches, highlighting the roles and responsibilities specific to each. The report uses Coca-Cola as a case study, examining its marketing strategies and the interrelation of the marketing department with other departments like research and development, production, and finance. It also explores the importance of distribution and selling in achieving marketing goals. The conclusion summarizes the importance of understanding marketing functions and organizational roles. The report includes references to relevant academic sources.

MARKETING ESSENTIAL

 Introduction
Key roles and responsibility of marketing functions
Development of market Trends
Structure and operation of marketing department
Difference between B2B and B2C
Roles and responsibility of marketing
Conclusion
References
TABLE OF CONTENT

INTRODUCTION
 Marketing is the crucial method and tool in the modern business organization
which involves understanding of whole market area.
 Requirements of customers, developing profitable relation, providing quality
based goods and services and so more.

Key roles and responsibility of
marketing functions
 Technology
 Legal Aspects
 Political Aspects

Development of Marketing Trends
 Concept of selling
 Product concept
 Marketing concept
 Current trends
 Future trends

STRUCTURE AND OPERATIONS OF
MARKETING DEPARTMENT

DIFFERENCE OF MARKETING FUNCTIONS
BETWEEN B2B AND B2C
Basic B2C B2C
Products There are large number of Coca-cola firm
customers so they are mainly focus on
giving appropriate care ad effective
products and services by determining
their health and safety needs.
This can be determined as there are
various products and services which are
given by company to their customers for
satisfying their desired needs and
requirements.
Distribution They are follow accurate network for
providing effective goods and services.
In B2B, there can be formal marketing
function so large number of customers
can be attracted towards them.
Price An organisation can concentrate on
customers and target more customers who
have ability and skill to buying any type
of goods and services in proper manner.
In this type of businesses, customers
mainly select those firm which are based
on satisfying their all requirements and
needs.

KEY ROLES AND RESPONSIBILITIES
Distribution- This should be required for determining the better network and dispersion
channel for transferring effective products and services to the appropriate customers
so they can easily satisfy their correct needs and demand in proper manner. As per the
case scenario, distribution of coca cola expanding the soda fountains beyond Atlanta
in 1894 which higher the growth of demand and want to make beverage portable to
the customers.
Selling- In an enterprise, marketing function play an essential role in enhancing their
sales volume and achieving desired target customers as well as their customers in
better way. The coca cola mainly focus on gaining attention of customers for their
improving goods and services.

MARKETING FUNCTION IS INTERRELATED
WITH OTHER DEPARTMENTS
There are different roles and responsibilities of various department in Coca Cola that
are described as follows:
Research and development department – It is that division of coca-cola which help
in analyzing various factors of marketing for doing effective research strategy.
Marketing department – This is that division which help in promoting their different
types of goods and services for target large market place. Coca-cola can using
various methods and techniques such as advertisement, door to door marketing and
online promoting their products in better manner.

Contd..
Production and operational department – In this department, the organisation are
doing work for analysing and observing their customers needs and demand. Coca
Cola is used this production division which assist them in examining customer
choice so they are develop their choices products and enhance their marketing.
Finance department – This division of company assist in giving effective services
by managing and maintaining accounts and certain financial statements of an
organisation. Coca cola is maintaining their and manage budget as per their
marketing activities conduct to attract customers.

Conclusion
 From the above mentioned report it can be analyzed that Marketing is that
set of activity where manufacturing products and services provide
effective goods to their desired customers which main motive is to
satisfying their needs and wants in better manner.
 In an organization, this is need to analyzing and examining staff members
roles and responsibilities in proper manner.

References
 Durmaz, Y., 2011. A theoretical approach to the concept of advertising in
marketing. International Journal Economic Research.[23 Januari 2015].
 Fazlollahtabar, H., Aghasi, E. and Forte, P., 2012. Bi-objective two-stage
decision-making process for service marketing. International Journal of
Strategic Decision Sciences (IJSDS). 3(3). pp.24-39.