Marketing Role and Processes within an Organization: A Detailed Report

This marketing report provides a comprehensive overview of the role of marketing within an organization. It begins by defining marketing and its core concepts, emphasizing the importance of understanding customer needs and building profitable relationships. The report then delves into the various marketing processes, including analyzing the marketplace, designing customer-driven strategies, and constructing integrated marketing plans. It also examines the role and responsibilities of a marketing manager, highlighting how marketing interrelates with other functional departments like sales, finance, human resources, production, and logistics. The report further discusses the value and importance of marketing, with a specific focus on its significance within Marico. Overall, the report underscores the crucial role of marketing in driving business growth, building brand reputation, and achieving organizational success through customer satisfaction and effective strategies.

TABLE CONTENT
I. Introduction……………………………………………………………..2
II. Introduction to the concept of the marketing ………………………. 3
III. Overview of the different marketing processes …………………… 4
IV. The role and responsibilities of a marketing manager in the context of
the organization………………………………………………………. 7
V. Marketing and other functional department of the organization…. 8
VI. The value and importance of the marketing role in Marico……….. 10
VII. Conclusion…………………………………………………………….. 11
VIII. References…………………………………………………………......12
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I. INTRODUCTION
Marketing is the crucial tool in the modern business organizations, it involves
understanding of marketplace, demands of consumers, building profitable relations,
customer driven market strategy and provide quality among the customers. The
business organizations have realized the importance of customer relationships and they
are trying to get an innovative approach towards marketing strategy in business. The
awareness regarding marketing essentials is too high in the current market scenario
around the world.
LO1: The role of marketing and how it interrelates with other
functional units of an organization
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II. Introduction to the concept of the marketing
1. The definition of marketing
 Marketing is an activity to promote a product and service of a company.
Marketing program will help increase sales and profit. Marketing includes
advertising on TV, promotion on social network, discount products .
2. Concepts of marketing
 The marketing concepts is the philosophy that organization should analyze
the needs of customer and then make decision to those needs, better than
the competition. Organization’s strategy depends on very big on concepts
of marketing in every business such as selling price, production and
promotion.
A. The Current of X-men
 Product: X-men have a diversity product on market such as Perfumed
shampoo, Perfumed shower gel, X-men hold hair gel, etc … Production
of X-men always tend to an elegant and dynamic customer. In addition,
X-men becomes very familiar with almost men in Việt Nam.
 Promotion: Marketing strategy of X-men is very popular on advertising,
social network, public place. Marketing of X-men emphasize in the most
popular slogan “ A Real man “. This slogan had helped X-men defeated
Romano in spite of costing for marketing less than half compared to
Romano. Now, X-men often promote their product in the university with
purpose to attract student use their product by free donation.
 Distribution: Distribution system of X-men is present every place such
as supermarket, variety store .X-men have a widespread distribution
system in every essential place. Nowadays, X-men also allocate on
website and delivery applications so buying on the smartphone very
common.
 Price: X-men has a price similar with their competition such Romano,
Clear men. X-men make a suitable price with a large of customers who
have a medium income.
B. The Future trend of X-men
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 Product: In the future, X-men may be use less plastic than present and
friendly with environment. In addition, X-men will produce a type of
product that can use 5 functions in a product. It’s trending of X-men as
their competitions but X-men’s products are diversity than their
competitions. Technology are going to play a key role in product of X-
men in the future.
 Promotion: Marketing strategy will play an important role in
development of X-men. Marketing on social network is very popular in
the future because advertising on Youtube, Facebook, Instagram easily
approach to everyone have cellphones.
 Distribution: X-men may be appear more than on website and
application in the future because shopping online will be a new trend.
Shopping online is very convenient but X-men will also keep a
distribution at supermarket and grocer store.
 Price: X-men’s price depend on changing direct impact of economics.
Income and inflation will be two main factor that affect price of X-men in
the future. I think price of X-men will increase about 5 % in the future .
III. An overview of the different marketing processes
1. Definition of marketing process
 A marketing process is different steps that allow business to identify
customer problems, marketing strategy, target market and marketplace.
This process show people see how to operate of marketing in a company.
All needs and wants of customers is a part in the marketing process.
 There are five steps of marketing process are showed through this diagram
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2. The marketplace and customer needs and wants
 This is important to know customer wants, needs, demands to create a
satisfying market offerings and building value customers relationship.
The go up long – term customer equity for the business .
 Needs: is a essential item that everyone almost have to need in the life .
. All of organization always investigate the customer needs to produce a
products that it’s suitable with market.
* For example: X-men always investigate to find customer needs such
as favorite fragrant, feeling of customers and satisfied with every product
 Wants: This is an important question with every business to understand
wants of customer. Wants are shaped by cultural and lifestyle of
customer
* For example: Customers of X-men want to use X-men For Boss in
spite of around just sell Romano and Clear men.
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 Demands: Human wants that they have more power than they used to .
They want to have more serve and select.
3. Designing A Customer-Driven Marketing Strategy
 Two step to create a marketing strategy:
 Selecting customers to serve
 Choosing a value proposition
a) Selecting customers to serve
 This is thing very important with every company that they want to
approach their customers. Companies almost select customers that they
are suitable with their product and age . After that, this company will
make products to attract target and potential customers.
 For example: X-men approach to common people than luxurious
people. In addition, their product is suitable with polite man but strong
man is not.
b) Choosing a value proposition
 Company will decide to serve their customer, it’s the way they are going
to make different and unique in the market. Business need to create a
value proposition to bring for customer a great service and good product.
4. Constructing an integrated marketing plan that delivers superior value
 The company’s marketing need to understand types of customers that
the company will serve and how customers make value for company. It
is going to consist of marketing mix and strategy marketing to serve for
product promotion to customer. Building customer relationships can
create a future value for the company.
 For example: Marketing mix strategy of X-men includes decrease
price, promote buy 1 offer 1 and making a game in the public place .
5. Build profitable relationships and create customer delight
 The customer is always right which is a popular slogan about marketing.
Every companies always have a planning to build customer relationship
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and create delight with customer. The key to building profitable
relationship depend on value and satisfaction of customer.
 For example: In Marico, build a good relationship with customers are
first factor to connect with customer about complain and feedback.
After that, they just evaluate level of customer satisfaction to improve
their product.
6. Capturing value from customers
 Capturing value opportunities are an essential way to company can
approach easily customer. In the first time, satisfaction of customer is
very important because they will decide to choose your product or
competitors. Company need to have a large of royalty customers and
retention to capture customer value .
IV. The role and responsibilities of a marketing manager in the
context of the organization
1. The role of a marketing manager.
 A marketing manager plays a fundamental role in driving business
growth. Their job is to promote a business, product, or service. They
make sure that the company is communicating the right messaging to
attract prospective customers and retain existing ones. The role is
typically filled by a mid-career marketing generalist. Marketing managers
often plan and oversee a broad range of activities, including launches,
advertising, email campaigns, events, and social media. But the specific
duties and activities will depend on the size and structure of the
company.
2. The responsibilities of a marketing manager.
 Marketing manager have to responsible about marketing strategy of
company because they have to combine different functions such as
product, creative teams, planning. In addition, they also growth
relationships with people outside the company. Marketing manager
have mission update for leadership about progress of marketing
activities and report on the results of marketing campaign.
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 For example: Marketing manager in Marico have to contact with a
third-party agency to create advertising for X-men shampoo on
television and social network.
V. Marketing and other functional department of the
organization
1. What’s marketing influences
 Marketing influences have two direct factor that are internal influences
and external influences. These factor affect to marketing strategy of
company. With internal influences include price, human resources,
company culture. External influences include economic environment,
technology, competitors.
2. Marketing and other department
A. Sales department
 Sale department needs marketing department to promote productions
to consumers while marketing department needs sale department
performs the marketing strategies. In addition, sales department have
to provide the information of customer such as behavior and interest to
marketing department create a suitable marketing.
 For example: X-men often have a promotion about discount price at
the sales department. Sometimes, they make events to attract
customers are shopping. They also hang posters of represent brand.
B. Financial Department
 Financial department plays an important role in the organization that
is cash flow distribution for other departments while the marketing
expenses depends on financial department. However, marketing
department have to make sure that the profit of company always
develop stable. In addition, financial department must be sure the
marketing expenses don’t effect to the company profit.
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 For example: With a big supplication from financial department, X-
men often invite celebrities to promote their product on television and
social network.
C. Human resources department
 The quality and capacity of the workforce is a key factor in affecting
marketing objectives. The collaboration between HR and marketing
will be communicate of company to employees. Working together, HR
will find out the best people to promote and build brand, white
marketing creates the brand message to employees.
 For example: In Marico, marketing staff will be training about skill and
motivated to able to research and develop new marketing ideas.
D. Production department
 Marketing will have to work closely with production department
because competitive advantage. Development and research of product
effect directly in marketing planning. The volume of orders generated
by marketing can be met within the time schedule required for delivery.
In addition, the marketing department will set deadlines that it’s able to
extend ability of the production department.
 For example: In the during production of X-men for boss, company will
plan to advertise to the market with discount program, promotion.
E. Logistic department
 Logistic and marketing is a part of business operations in which two
factors have a direct effect. When marketing help increase sales,
production and logistic will have to work max productivity. Logistic
need to get from factory or store to transport to costumer in the
shopping season.
 For example: In the black Friday, marketing program of X-men
products create a giant sale. Logistic have to sure that products will be
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deliver to customer on time and distribution to store and supermarket
in short time.
3. Advantages between Marketing and other Department
 Marketing and other department have to combine a rhythmical way to bring a
highest efficiency for organization. This combination will help company have a
strategic vision about their products and services on the market. Based on
marketing strategy, other department can improve satisfaction of customer and
quality of products.
VI. The value and importance of the marketing role in Marico
 Marketing is one of the single most important reasons for any organisation’s
success. Real marketing is the belief that sustainability can be achieved by
satisfying your customer’s needs better than your competition. The effective of
marketing strategies will bring to a large sales and profit for the organization. In
addition, Marketing has a very important role in building your companies
reputation. A good or even a bad reputation can have a very big impact on
sales. Any good marketer will know not just how to build a good reputation but
also how to deal with a bad one aswell. Organizations need to understand
customer needs and wants if they want to be successful. Building good
customer relationships is one of the most important parts of marketing. The key
to this is by creating customer value and satisfaction. Higher levels of customer
satisfaction lead to greater customer loyalty, which results in better company
performance. It can be seen how important marketing is to an organization. It’s
responsible for building an organization reputation, increase revenue and sales
and create a good relationship between customers and company.
VII. Emphasise the significance of having effective
interrelationships between different functional departments.
 . Marketing functions are needed to back up by the other operational
departments of the company as well to perform effectively. he marketing
functions are separate entities in business organization but every department
and function in an organization I linked together for increasing the profitability of
the company. The main function of marketing is to increase the profitability by
increasing the sales of the company, thus it can be achieved with the
participation of all the departments of the organization simultaneously. The
finance department provides appropriate budget to the marketing department
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for the planning and implementation of marketing plan. Production department
communicates with logistics department to fulfil the demand and supply of
product and services. Human resource policies are generated according to the
market trends, sales and target consumers. Thus, all the functional units of the
company correlate with each other to bring a successful marketing plan among
the organization.
VIII. Conclusion
Marketing is an indispensable part in every business and the success of sales depend
on very much on marketing strategy. On the other hand, marketing creates a
communication between business and customer while marketing also combines closely
with other departments to make profit for organizations. In this report, we can see the
importance role of marketing in business operations based on the marketing strategic
and the interrelationship between marketing with other functional department.
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IV. References
CLAESSENS, M. marketing-insider. [Online]
Available at: https://marketing-insider.eu/marketing-process/
[Accessed 18th November 2020].
Mansoor, H. Important of marketing [Online]
Available at: https://www.business2community.com/marketing/why-is-marketing-important-9-reasons-
why-you-really-do-need-it-02186221
[Accessed 19th November 2020].
Thatcher, M., Marketing and HR [Online]
Available at: https://www.business2community.com/human-resources/hr-marketing-bringing-together-
better-business-01845846#:~:text=While%20the%20marketing%20department%20communicates,of
%20the%20company%20to%20employees.&text=Working%20together%2C%20HR%20finds%20the,the
%2
[Accessed 19th November 2020].
Riley, J., .Influences of marketing [Online]
Available at: https://www.tutor2u.net/business/reference/internal-and-external-influences-on-
marketing-objectives
[Accessed 19th November 2020].
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