Analysis of Marketing Essentials: Roles and Responsibilities

This essay provides an overview of marketing essentials, focusing on the key roles and responsibilities within the marketing function and how they relate to the wider organizational context. It begins by defining marketing as the activity of buying and selling goods and services, emphasizing its role in creating, delivering, and communicating offerings to customers and society. The essay discusses various marketing concepts, including the product concept, production concept, marketing concept, selling concept, and societal marketing concept. It also outlines the marketing process, which involves analyzing market opportunities, selecting a target market, developing a marketing mix, and managing marketing efforts. Furthermore, the essay examines the roles and responsibilities of a marketing manager, such as conducting market research and developing marketing strategies. Finally, it highlights the relationship between marketing and other organizational functions, including finance, operations/production management, human resource management, and customer service, emphasizing the importance of collaboration for achieving organizational goals. Desklib offers students access to this document and many other solved assignments.

Marketing essentials

 Introduction
 Key roles and responsibilities of the marketing function
 Roles and responsibilities of marketing relate to the wider organisational context
 References
Table of content

Marketing is an activity of buying and selling goods and services. It is an activity and process for
creating, delivering, communicating and exchanging offerings the products and services to the customers
and society. Marketing essentials is a process by which it provide products and services according the
customers needs and wants.
Introduction

Marketing is the process by which goods and services of an organisation are provided to the consumers
according their needs and wants. It is an business term which is a company do for buying or selling its
products.
Key roles and responsibilities of the marketing function

Marketing concepts
 Product Concept- This concept is based on product, product quality and marketing strategies are
focused on the improvement of the products.
 Production concept- This concept focus on the improvement and distribution of the products and
services.
 Marketing concept- It is based on consumers needs and wants and provide the products according the
consumers desires or satisfying them so that organisation achieve its marketing goals.
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 Selling concept- This concept is related to the sales of unsought goods, these goods are that kind of
goods in which a buyers do not think of buying (Dibb and Simkin, 2013).
 Societal marketing concept- It is based on the culture, value and environment. A company make
product according the products which are not harmful for the society and environment.
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Marketing process is a process of analysing development of the marketing mix and marketing
opportunities of the products and services in the market. The steps of marketing process are as
following:
 Analysis the opportunities in the market- In the First step Unilever analysed the market and find the
opportunities related to customers needs and wants.
 Selection of target market- This the important step, in this Unilever target customers which are
selected through market analysis.
Marketing Process

 Development of marketing mix- In this step, after setting marketing strategies Unilever planning for
the development of marketing mix so that it can provide its products and services to the customers
according them and develop the products and services by using marketing strategies (Essentials, 2012).
 Management of marketing efforts- It is an action phase in which a company develop marketing
program and a suitable marketing mix is set for a target market. Analysis of market,marketing plan,
marketing implementation and marketing control are some function that are include within it.
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The mangers of the organization are mainly focused on the practical applications and management of an
organization's marketing operations (Lane, 2015). The roles and responsibilities of a manger are as
following:
 Conducts marketing research- In Unilever, a marketing managers do marketing research to identify
the customers needs and wants so that they can provide the products according them and get new
marketing opportunities. They also make marketing strategies and techniques to beat the market
competition.
 Development the marketing strategy- the marketing mangers are also responsible for the development
of marketing strategies
Role and responsibilities of a marketing manager

Marketing is not a process of buying or selling goods and services and it is not only related to make
policies or rules, it related with other department because with out them it can not run the business of
Unilever properly.
Roles and responsibilities of marketing relate to the wider
organisational context

There are some organisational functions by which marketing are related. They are as following:
 Finance department- it is an important department for running the business of any organisation or
company because without finance any element of a company can not functioning.
 Operation or production management- This department help marketing department in doing research
and making development plans for the company.
 Human resource management- The marketing department work closely with this department, this
department help in ensure about the appropriate skills and staffing levels.
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 Customer service department- With the help of this department, the organisation planning the goals.
In Unilever, this department help the company to find out the customers needs according their taste
and preferences or according the trends. They make communication with the consumers so that they
can promote their products and get the knowledge about the customers needs.
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