Year 2016 Marketing Essentials Report: Key Roles and Responsibilities

This report, submitted in 2016, examines the core aspects of marketing, emphasizing the function's importance in organizational success. It details the critical roles and responsibilities within the marketing function, highlighting the significance of customer relationships in market penetration and revenue generation. The report further explores how marketing impacts other departments, such as finance, sales, and production, and analyzes current market trends like online marketing and customer relationship management. Additionally, it provides an executive summary that focuses on the marketing plan for EE Limited, covering objectives, strategies, and financial planning while considering both internal and external factors. The report compares the marketing mix of EE and its competitor BT, analyzing its contribution to achieving objectives. It also discusses the responsibilities of a marketing manager, the benefits of marketing for an organization, and the importance of interdepartmental relationships and teamwork within a marketing context.

MARKETING ESSENTIAL
marketing essential
Marketing and its application
Gabriela Grecea
ID 14619
Wentworth house
group W30
98
Year 2016
Submission day 04-12-2016

P1: explanation of responsibilities and key roles of the marketing function
Marketing is the most important tool in the functioning of an organization. The power of making a
business successful depends largely on the marketing techniques followed by the organizational
head. It must be a sharp mind and an equipped experience that chooses the adequate marketing
techniques for the organization. This part of the project discusses the importance and the key roles
played by the marketing function.
The most important role played by the marketing technique is the establishment of relationships
between the targeted customers and the organization. Establishment of a good relationship is always
very important for a new business to penetrate the market and establish themselves as one of the
successful entrepreneurs. Not only have the new entrepreneurs, a good relationship between the
organization and the customers has also helped an existing business to flourish over a larger
geographical area. Such conditions also help the customers to grow a confidence over the
organization allowing them to try the products and the services when there is introduction of any
new product into the market.
Another aspect of marketing is that it remains highly responsible for the increase in the revenue of
the organization and therefore, helps in the increase of the organizational profitability. Thus it can
be said from the above facts that such a step to make a smooth relationship between the
organization and the customers helps in the growth of the market for the products offered by the
respective organization. Whether an organization is small or large, it is very important to select the
right marketing technique to promote the organization.
P2: explanation of the roles of marketing in relation to an wider organizational context
Marketing is not only an important tool to promote the organizational products and services. The
respective studies on the marketing of the product show that it has huge influence over the other
departments or functional units that are linked with the organization. For example, the department
of finance and management is very dependent on the marketing of the products. As marketing plans
include the information regarding the new and the existing products, it is obvious that the finance
management would be a part of it. Marketing affects the sales as it provides inputs in the
organization. Marketing also assists the production or the operational departments. It estimates the
type and the number of products that the organization produces. Marketing strategies may also try

to stimulate certain responses in the market that influences the demands of the goods or services on
the basis of timing. The sales departments might also draw help from the marketing department as it
deals with the relationships of the organization with the clients. Marketing offers an upper hand in
such functioning of the organization.

EXECUTIVE SUMMARY
In the current scenario, marketing of products and services significantly impact various
issues, such as branding, decisions of buyers and sales. According to recent studies, some of the
most important aspects of marketing involve goods or services that are in trends, proper
consideration of buyer and competitor, selection of appropriate market and communication with the
staff to offer the standard services. The marketing plan for EE Limited is generally developed by
specific reports, which in turn encourages the brand value of the organization as well as their
existing approach. In that plan report will focus on the objectives, strategy and financial planning of
EE by considering external and internal analysis. Moreover report has proposed demographic
andundifferentiated targeting strategy for marketing of organizational services and products.It has
also provided the information about the budget of overall marketing planning and implementation
to achieve the objectives.

INTRODUCTION
One of the major functional activities for organizations to reach their specific objectives and
goals is through efficient and effective marketing, which in turn leads to growth. In this particular
scenario, branding, sales and buyer’s decisions are significantly impacted by the proper marketing
of definite products and services. The essentials of marketing involve goods or services that are in
trends, proper consideration of buyer and competitor, selection of appropriate market and
communication with the staff to offer the standard services.
The report will compare marketing mix for EE and its competitor organization BT; both are
working in the telecommunication industry of UK and offering the quality services and products to
customers. Report will analyse the contribution of marketing mix to achieve the objectives. In
addition to this, there are various reports that help in developing the marketing plan for EE Limited.
This directly encourages the existing approach and brand value of the organization. In that plan
report,will focus on the objectives, strategy and financial planning of EE by considering external
and internal analysis.
Figure 1: Company logo
(Source: About EE Limited, 2016)
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TASK 1: PRESENTATION
Market trends are being considered as an important parts in any of the organization and
helps in attaining the desired levels of the outcome. Online marketing is the most flourishing trend
which had made the organizations cover wider customer area and make new initiative towards it.
This trend had impacted the organization to the large extent and made them shift their operations
towards it. This is basically due to the increasing customer preferences over online sources and is
making use of the same. Customer relationship is another aspect which had to be concerned by
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theorganization to enhance their loyalty towards the business. Sponsorship is the latest trends which
contributes in gaining higher investments and make better use of the resources. Along with this,
sales promotion is found to be attractive to the customers in terms of additional benefits or
perquisites
Marketing process mainly includes the activities of identifying the actual requirements of
the customers and raising their desires towards it. The process helps the organization in meeting the
marketing activities systematically and ensures the effectiveness of the same.
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In the present times, customer satisfaction or delight is being considered to be the most
important aspect as it lays an effective impact over the organizational practices. It is very important
to implement various initiatives to attract the customers and make them delight to gain a
competitive advantage.
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A marketing manager is one, who is responsible for handling and managing all the
marketing activities being carried out within an organization. The manager acquires various
responsibilities and roles within an organization which makes him work towards the achievement of
the desired goals.
The main role of marketing is to attract, retain the customers towards the organization. With
the help of marketing organization like EE can generate reasonable amount of profit from market.
Marketing department performs the work of product and market research, and conveys the
importance of product to the consumer and builds the relationship with customers. The management
of EE ltd should define the role of their employees in the organization. With defining the role
management should establish their personal responsibilitieson their work, so that manager caneasily
check the work of their individual employees.
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There are lots of benefits of marketing for an organization. It helps in developing relation
with customers and also helps the organizations like EE ltd. to communicate with customers and
explain the greatness about product and services to the customers. With the aid of marketing EE ltd
can create brand image of their product in market. Marketing help the organization to attract more
and more customers towards them and this will increase the revenue of the organization and will
help the business in expanding. A proper marketing helps in improving the sales of the organization
as customer can easily recognize the product.
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It is important for organization like EE ltd to maintain interrelationship between different
departments. Organization must follow correct tactic to maintain interrelationship. Team members
who are joining department must be coming from the correct functional area. The team leader
should be efficient with considerable communication skills and an effective authoritative position. It
falls under the responsibility of the team leader to monitor and correct the working of the team
members. All team members should also have appropriate powers of authority as well as
accountability of work, which is given to them by the management of EE ltd. Proper support and
resources must be provided by the management for both the moral and financial aspects.
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