Marketing Essentials: Roles and Responsibilities in an Organization

This report delves into the core roles and responsibilities of the marketing function within an organization, using Coca-Cola as a case study. It outlines key aspects such as gathering market information, marketing planning, product design and development, packaging and labeling, pricing strategies, promotion, transportation and distribution, and building customer relationships. The report emphasizes the importance of understanding customer needs and wants, developing effective marketing plans, and creating strong brand image. Furthermore, it explores how marketing relates to the wider organizational context, including monitoring the environment, conducting market research, developing market strategies, and identifying market segments. The report highlights the need for marketing to interrelate with other departments for smooth business operations, and how marketing activities are affected by both macro and micro environmental factors. The report emphasizes the role of marketing in promoting products and services to gain market share, and how various marketing functions are responsible for activities that enhance productivity.

Marketing
Essentials
1

Contents
P1. Explain key roles and responsibilities of
marketing function............................................3
P2. Explain how role and responsibility of
marketing related to the wider organizational
context.............................................................13
2

P1. Explain key roles and responsibilities of
marketing function.
Marketing can be refer as a management
study which is related to goods and services
produced by organisation. It is a process of
creating relationships with customers by
providing valuable products and services to them.
Marketing consist of all those activities conducted
by an organisation to promote its goods or
services in order to improve selling and buying. It
includes various functions such as advertising,
promoting, selling, transporting products to
ultimate customers. Marketing function is very
important to a firm because it helps in improving
sales of its products and services as well as
improve overall profitability of an organisation.
Marketing department of Coca-cola company is a
process through which organisation can improve
its sales in market area and provide products and
services which leads to satisfying needs and wants
of customers. There are various roles and
responsibility of marketing is mention below.
3

 Its responsibility is to create and develop
an effective marketing plan for
organisation and scanning opportunities
and threats in macro environment.
 Marketing department is responsible
understanding the needs and wants of
customers in market.
 Its role is to monitor activities and
strategies of competitor’s company as well
as track new trends of market.
 Major role and responsibility of marketing
includes improving sales process of
organisation and developing effective
relationship with customers.
 Identifying target market and potential
customers is responsibility of marketing
department.
 Marketing role is to offer better products
to customer which leads to fulfill their
requirements.
 Its responsibility is to understand the
economic condition of country and then
4

develop effective strategies in order to
increase profitability of organisation.
 It play a a very crucial role in creating
brand image of organisation and
developing strong relationship with
customers.
It can be consider as a function of
company which help in increase purchasing and
selling of products or services of company.
Marketing function consist of offering goods
which help in satisfy needs and wants of
5

customers. Marketing function includes various
roles and responsibilities such a identifying
requirement of customer, developing a valuable
product, advertising and promotion of products
with the motive of increasing sales of products
developed by company. Coca-cola company is
dealing in a beverage industry and providing its
products to worldwide area. So marketing
function of this organisation play a very
significant role in its success and increasing
profitability. There are various functions of
marketing which help in developing effective
product to service value to consumer. Marketing
function have various roles and responsibility
towards company and customers. Marketing
manager of Coca-cola company have to look for
various functions of marketing. Different roles
and responsibilities of marketing function is
mentioned below:
Gathering marketing information
Marketing function is responsible for
conduction various activities which helps in
identifying needs and wants of customers. It is
role is to gather and analyse information from
6

market in order to identify requirement of
customers as well as strategies of rival companies.
Coco-cola company is offering its products to
different areas so it is very important to collect
information of each and every market where
company is serving its products. It is function
which is responsible for conducting effective
market research to evaluate needs and
requirement of market as well as targeted
customers. Market research will help company to
take correct decision and strategies for enhancing
profitability.
Marketing planning
Marketing planning is very important
function of marketing as it includes developing
different strategies which help company to gain
larger market share. Coca-Cola company have set
some objective and in order to achieve those goals
and objective it is very important to develop an
effective plan. Planning is a very crucial function
of marketing as it includes all activities that needs
to implement by organisation to achieve set goal
and objective. Marketing planning will help in
determining what is to be done, how and where it
7

needs to be done as well as communicating who
will do it and how results will be evaluated.
Marketing function role is to develop an effective
plan and strategies for conduction different
functions of company.
Designing and developing product
It is responsibility of marketing function to
develop and design an effective products which
leads to satisfy needs and wants of customer.
Design of a product will help in attracting
customer towards products as well as increase
sales of products. It is very important for Coca-
cola to develop an innovative and creative
products which helps full fill needs and wants of
consumer. Product developed with special and
new design will help in getting competitive
advantage from other rival companies. Marketing
function is responsible for developing and design
products according to information collected
through market.
Packaging and labeling
It is an essential part of marketing function
as well as overall development of a product.
8

Packaging is a word refers to represent the
material used to wrap a product and labeling is
considered as a detail or information written on
the products. Marketing function is responsible
for taking various decisions regarding package
and labeling of products. Package of a products
should be able to keep product safe and fresh for
longer time periods. Labeling on products should
provide actual and right information about
product. Attractive package will be able to grab
attention of customer and correct labeling will
help in gaining trust from customers which leads
to building strong brand image.
Pricing
Price refers to the amount charges by
customers in exchange of product or services
offered to them. Pricing is vary important factor
to improve sales and profitability of product. It is
role and responsibility of marketing function to
set right price of products so that customer buys
it. Marketing function of Coca-cola company will
develop an effective pricing strategy which leads
to increase in market share and improve sales of
products. Pricing strategies can be based on
9

various factors such as cost involved in
production of products or pricing strategies used
by competitors. It is responsibility of marketing
function to develop and effective marketing
strategies by considering all factors which affect
price of products.
Promotion
It is one of the most important function of
marketing as it will directly lead to increase
product sales in market area. Promotion induces
various methods such as advertising, personal
selling, publicity and sales promotion. Marketing
function role is to adopt right and effective
promotion tool so that it can inform large number
of customer about products and service offered by
company. Coco-cola is using both traditional as
well as modern methods for promoting its product
to targeted customers. It is responsibility of
10

marketing function to choose right method of
promotion and attracting customers.
Transportation and distribution
Marketing function is responsible for
transportation and physical distribution of
products. It is very important to deliver and
distribute products manufactured or produced by
organisation. It is a role of marketing function to
decide and choose most effective distribution
channel for providing goods to ultimate
customers. Transportation and distribution
includes carry products from where they are
manufactured to place where customers can
purchase products and consume it. Marketing
11

function is responsible for developing effective
strategies which help in supplying products to
customer with any delay. Physical distribution
consists of inventory of manufactured products,
warehousing, transporting and order processing so
that manufactured products can reach at right time
to right place.
Building customer relationship
It is very important for an organisation to
develop a strong relationship with customers.
Marketing function is responsible for creating and
building an effective relationship with customers
of Coco-cola. By developing a good relation with
customers, company can increase its sales and
enhance its profitability. Customers are the
ultimate buyers of products so it is very essential
for company to provide valuable products to them
and provide customer support services. Marketing
term is responsible for maintaining strong
relationship with ultimate customers. By this it
will be easier for company to identify customer’s
requirements and develop products in order to
satisfy their needs and wants.
12

All these marketing function is very
important for Coco-cola company in order to
increase sales of products and profitability.
Marketing function play a major role in building
brand image and strong relationship with
customers. It is responsible for achieving goals
and objective of organization by offering high
quality and valuable products to customers.
P2. Explain how role and responsibility of
marketing related to the wider organizational
context.
Marketing play a very crucial role for an
organisation and its responsibility is to promote
13

products and services in order to gain large
market share. Different functions of marketing are
responsible for carrying out various activities of
business and enhance its productivity. All
activities of marketing are affected by
environment in which business is performing its
functions. Business environment consist of macro
and micro environment which influence decision
making and implementing strategies for benefit of
organisation. Internal and external environment
includes different functions which control
business activities and these factor have huge
impact on decision making. Marketing
environment will help in evaluating strengths and
weaknesses of as well as various opportunities or
threats to business. Coco-cola company needs to
management all activities of marketing so that
effective products can be developed and distribute
to ultimate customers to satisfy their needs and
wants. Marketing management is refer as a
process of planning and executing different
concepts of marketing. Various concepts of
marketing includes developing product, pricing,
promotion, physical distribution etc. Roles and
14

responsibilities of marketing with respect of
marketing environment is mentioned below.
Monitoring environment: It is
responsibility of marketing department to monitor
environment in which business is dealing.
Marketing environment is changing rapidly with
time and it is very essential for Coco-cola
company to monitor environment. This will help
in identifying new trends of society or
development in market area. Strategies and tactics
used by rival companies can also be evaluated. It
will lead to developing better marketing strategies
for business so that company can increase its
productivity. By monitoring environment,
company can also analyse new or innovative tools
and techniques introduced in marketing
environment.
Market research: Marketing is
responsible for conducting proper market research
in order to identify needs and wants of customers.
Market research is an important part of marketing
function as it will help in better understanding of
marketplace and customers. By evaluating
requirements of customers, company can develop
15

an effective product which leads to satisfy
customer’s needs and wants. Market research play
a major role in increase demand of products
offered by company by understanding customers’
preferences.
Developing market strategies: Market
environment helps in developing effective
marketing strategies for a business. It is role and
responsibilities of marketing function to develop
various strategies which help organisation to gain
larger market share. It is very important for
company to develop or implement better
strategies than its rival companies. Marketing
department of Coca-cola is responsible for
developing strategies which help organisation in
attaining set targets. These strategies will leads to
enhance profits and achieve set goals and
objective of organisation. Creating and
developing marketing strategies is an initial role
of marketing manager as all activities of
marketing department is based on these strategies.
Identifying market segment: Market
segment refers to dividing large market into
different segments on the bases on their needs and
16

requirement. Marketing function is responsible for
identifying right market segment to target
potential customers of company. Its is role of
marketing department to chose correct market
segment from large group of customers in market
environment. By segmenting market area on the
bases of geographic, behavioural, demographic
company can select right and potential customers
for offering its products.
There are various department within
organisation such as marketing, finance, human
resource, production and sales. It is very
important for marketing department to interrelate
its activities with other department of
organisation. Marketing function of Coca-cola
company needs to interlink with other functions
of department for smooth functioning of business
activities. Activities of marketing department is
linked with functions of other department such as
production, finance, human resource, sale.
Marketing function of Coco-cola needs to closely
work with other department of organisation and
their interrelationship is mentioned below:
17

Marketing with finance
Finance department is function is to
provide budgets to other department of
organisation so it will provide financial budgets to
marketing department. Marketing department will
help company in finding new tools and techniques
used by rival company. It is responsibility of
marketing team to carry out its functions within
the budgets provides by finance department.
Money and finance is an essential part for
implementing various activities to advertise and
promote products and services offered by Coca-
cola. Marketing team will also analyse external
environment and identify new or innovative tools
and techniques which will help finance
department to conduct its functions in effective
and efficient way.
18

Marketing with human resource
Human resource department is responsible
for recruiting and selecting right employees for
organisation and helps in improving productivity
of company. Marketing team needs to work
closely with HR team of Coca-cola as this
department will help in finding and hiring right
candidate for marketing team. Marketing
department will communicate requirement in
candidate to full fill vacant position and human
resource department will find and select
candidates who is well qualified and have high
skills or ability to perform required task of
marketing. Marketing department will help human
resource department in promoting job vacancies
in a creative way so that HR team can attract
candidates towards job opening.
Marketing with production
Production department of Coca-cola is
responsible for manufacturing its goods.
Marketing department will conduct an effective
research in order to analyses needs and wants of
customers. Coca-cola company needs to design
and develop products on the bases of market
19

research conducted by marketing department.
Marketing team will communicate requirements
of customers to production department and it is
their responsibility to produce and manufacture
product as per needs and wants of customer.
Marketing department will forecast future demand
of products and production department needs to
produce to manufacture products as per quality
and quantity set by marketing team.
Marketing with sales
Marketing and sales department of Coca-
cola is interlinked with each other. Both of these
function needs to coordinate with each other for
achieve set goal and objective of organisation.
Sales department is majorly responsible for
20

increasing sales of company and marketing role
includes developing valuable products which
leads to satisfy needs and wants of customers.
Marketing term will communicate with sales
department help them in sales products so that
company can enhances its profitability.
21