Analysis of Marketing Function Relationships within Organizations

This report examines the essential relationships of the marketing function within a business organization, emphasizing its crucial role in company survival and growth. It explores how marketing interacts with various departments, including Research & Development, IT, Finance, Production, Customer Service, Human Resources, and Accounts, to ensure business effectiveness and customer satisfaction. The report highlights the importance of these relationships, using British Airways as an example, and discusses how each department contributes to the overall success of marketing initiatives, such as product development, customer service, financial planning, and employee management. The report emphasizes the need for coordination and collaboration between these departments to meet customer needs and achieve marketing goals.

Relationship of marketing function with other functional areas of
organization
Marketing function that takes and fulfil responsibility of company's survival and growth. In present scenario of business it
has become an crucial part of business organisations and its overall functioning. In customer oriented business
environment marketing ensures effectiveness of business and related functions and for that purpose marketing have to
maintain relationship with other functional areas of business, which is as follows.
Marketing and Research & Development
Research and development that ensures that
company is able to provide product and services that are
required to customers and can cater their needs. R&D for
the same purpose design products which are best in quality
and are available at reasonable price. In their functioning
marketing plays an important role. Marketing undertakes
an important activity which is identification and
understanding customer requirements and wants.
Marketing then communicate the same to R&D
department, and they design and develop product
accordingly. In British Airways research and development
design and improve already designed services so that it
can cater needs of customers and fulfil their increasing
expectation.
Marketing and IT
In the world of technology IT plays a crucial part in
business and its functioning. Marketing department is also
part of business and most of its functions are performed
through IT whether marketing from social media and digital
platform which are known as marketing campaign or
performing any kind of research. These functions are
performed with help of IT. Presently, most of the promotions
are also done from IT and this is why relationship of
Marketing with IT is very crucial and important to serve the
interest of British Airways. In this company important
process of ticket booking and then other process like
boarding passes are also performed through technology and
IT, increasing importance of its relation with marketing.
Finance department
Financial department of the organization caters needs of
other functional areas that are concerned with money and
to fulfill needs of marketing department its relation with
financial department is very essential. In British Airlines
financial department design and allocate budget for all the
marketing function and also analyses and evaluate its
effectiveness in form of cost incurred and profit or return
on investment.
Production department
Production department have most important relationship
with marketing function. Presently production department
works on producing products that are needed to customers
and this information is availed to them by marketing
department. Marketing department ensures that products are
produced as per customer requirements and have required
quality and quantity as they are more aware of the customers'
requirements.

Marketing and Customer Service
Only department except marketing that keep in
contact with customers of the company and a major source
of information about customers. Information that includes
needs of customers and complaints customers do have with
the product and service of the company. In British Airways
both this departments work in coordination as to provide the
best quality service to the customers exactly what they want
and better than that. Marketing department can gather
information from customer service in order to identify and
understand customers.
Marketing and Human Resource
Effectiveness of marketing depends on the people
who are performing this function. Their competency and
skills and commitment to excellence is major actor that
contributes to its success and effectiveness. British
Airways which is known to have the best employees to
perform all its functions have best employees in
marketing as well. These requirements related to
employees are fulfilled by Human Resource department
and marketing have to depend on HR for recruitment,
induction, training, performance of the people working in
Marketing.
Marketing and Finance
Finance department which is supposed to look-after
financial requirements of all departments of an organisation.
So is with British Airways all the financial needs of all
functional areas are fulfilled by finance department
including those of marketing. Budget that is required for
marketing are allocated by finance department of the
company. Thus making it important for marketing to have
relation and alliance with finance department.
Marketing and Accounts
Accounts department which calculate all the
investment finance department make on various activities
from all of them investment on marketing is most
important. Accounts department sees that marketing have
achieved desired and targeted outcomes on investments it
is making on marketing activities.