Analyzing Marketing Function and Interrelation with Other Units

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Marketing Essential
Table of Contents
Introduction......................................................................................................................................3
LO1..................................................................................................................................................5
P1Explain the key roles and responsibilities of the marketing function......................................5
P2 Explain how roles and responsibilities of marketing relate to the wider organizational
context..........................................................................................................................................8
M1 Analyze the roles and responsibilities of marketing in the context of the marketing
environment...............................................................................................................................11
M2 Analyze the significance of interrelationships between marketing and other functional
units of the organization.............................................................................................................12
D1: Critically analyze and evaluate the key elements of the marketing function and how they
interrelate with other functional units of an organization..........................................................14
LO2................................................................................................................................................15
P3 compare the ways in which different organizations apply the marketing mix in the marketing
planning process to achieve business objectives...........................................................................15
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M3: Evaluate different tactics applied by organizations to demonstrate how business objectives
have been achieved....................................................................................................................17
LO 3...............................................................................................................................................18
P4& M4: Produce and evaluate a basic marketing plan for an organization.............................18
Reference.......................................................................................................................................24
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Introduction
This report is prepared in order to understand the concept of marketing within the large
organizations. Marketing has become an essential element for the businesses which is being used
by the companies to increase their brand awareness and promote their products. This report is
prepared in order to understand the importance and role of marketing within the companies.
There will be made discussion on the roles as well as the responsibilities of the marketing
managers within the businesses. A brief marketing plan will also be presented in this report in
order to make the effective market strategies for the business of Coca- cola. Marketing activities
are handled by the companies in order to increase their sales. This report will highlight all the
relevant concepts of marketing.
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LO1
P1Explain the key roles and responsibilities of the marketing function.
The marketing department plays a very important role in promoting the business of the
organization. The marketing department serves as the face of the organization which coordinates
and produces all materials that represent the company (Hanh, 2016). It is the responsibility of the
marketing department to reach the customer, investors, and community. Some of the important
role and responsibility of marketing function are:
(Source: By Author)
Market Information
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ProductDistributionMarketInformationCustomerSupportSellingProductManagement

Gathering information about the market is the most important factor of the marketing function.
Collection of marketing include what does the consumer want? In what quantity? At what price?
When do they want? What type of advertisement do they like? Where do they want (Todorova,
2015)? All these information are collected about the market to know about the customer. On the
basis of this research, it is analyzed that which product should be launched in the market. Market
information gives all the necessary information needed for the business of the organization. The
information about the market can be effectively collected by auditing the market and analyzing
the information as much as possible. The more information about the market the more business
will get help.
Product Distribution
Product distribution means to distribute the product in the market so that the customer can buy it.
It contains packaging, devolution, and distribution of the product. It is very important for the
organization to sell the product in order to gain profit. Distributor act as an interface between the
organization, and the customer. The distributor buys the product from the organization and stores
it at his own place and then sells it to the customer. They work for a particular organization for
presenting their product (Böcherer, et. al., 2017). The exposure of the organization increases by
hiring the distributor in terms of product and as well as they support as an edge for the speed and
efficiency. The distribution channel is simple as well as complex. The distribution is done in two
ways i.e., direct distribution and indirect distribution. In the indirect channel, the intermediates
incorporate the flow of the sale whereas indirect channel the distributor directly deals with the
consumer.
Customer Support
In order to be I contact with the customer, it is important for the organization to provide support
to the customer by listening to their needs, complains and problem and also help them in
resolving such issues. Some customer love to get pampered, so if the organization will do the
same so the customer will feel happy and will provide with the more business (Jerath, et. al.,
2015).
Branding
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Branding is the most important part of the marketing resource. People usually prefer to buy the
product from the brand because the brand offers the high quality of the product. The brand is an
image formed by the organization in front of the consumers (Hanh, 2016). A good brand helps in
reducing the risk of buying process and also increases the efficiency information of the
complicated product. The organization became a brand after a lot of affords. It takes many years
to build a brand.
Transporting
Another important factor of the marketing function is transporting. The transporting includes the
supply of the product from one place to another or organization to consumer. Transportation is
important as it is the only way to supply the product. The transportation of the product should be
very good as the customer want the product on time, they do not want any delay.
Selling
This is the core function of marketing. The salesperson directly contacts with the organization’s
buyer and try to influence them those benefits offered by the organization is cost effective. It
includes the handover of the possession of the product to the purchaser. Selling can be done in
many ways like personal selling, advertising, publicity, and sales promotion. Personal selling
means the way an individual presents the product for the purpose of sale and for building
customer relationship (Hanh, 2016).
Product Management
After knowing the target market and the marketing strategy of the service and product of the
organization; the goal of the organization is managed towards the product and service. It
involves communication with the consumer, heeding to their demands and needs. The product
and service of the organization should always up to date. The expired product should not be sold
in the market as it put a negative impression on the customer about the image of the organization.
Also, it should be cross-checked that the product is available in the market, it should not happen
that the customer has gone to buy the product and that product is not available; if this will
happen than the customer will switch to some other brand (Hanh, 2016).
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P2 Explain how roles and responsibilities of marketing relate to the wider organizational
context.
(Source: By Author)
 Define and Manage the Brand
It is important to define and to manage the brand. Brand management feature of marketing that
takes help of the techniques to enhance the professed value of a product of the brand in a time
period. Effective brand management builds loyal customer by the positive brand management
and creates awareness about the brand after this they increase the price of the product as well.
For brand management, an effective strategic plan is made by understanding the brand vision,
target market, and the customer (Uen, et. al., 2015). The brand is the unique name that only one
organization has and further only that particular organization can open the outlet with the same
name. The brand takes some time to build. The organizations become brand when the people
trust him for many years. The wider organization like Coca-Cola has used this strategy and still
using.
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MarketingRelationwithWiderOrganizationConductingCustomerandMarketResearchProducingInternalCommunicationDefineandManagetheBrandProducingMarketingandPromotionalMaterialMonitoringandManagingSocialMedia

 Producing Marketing and Promotional Materials
The marketing department develops the promotional plan so they should take care that the
promotional plan should be very creative and innovate. This is so because the individuals look
after the advertisement of the organization and plan to buy that the product so if the
advertisement will not be good than the people will not buy it. Coca-Cola presents a very good
advertisement that the people buy it. The advertisement is expensive to execute but it profits the
organization a lot and thus the organization recovers the amount in a period of time. The most
famous organization uses this technique in their company (Bonvolanta, 2016). The promotional
activity should always be updated as the old advertisement can but a bad impact on the customer.
This is so because sometimes the new product has launched and still the organization is showing
the old promotion activity and that product is not available in the organization and when the
customer will demand that product so the organization will not have that to provide.
 Monitoring and Managing Social Media
The most important site nowadays for advertising is social media. Almost all the people use
Social Media and gather the trending information from there, a very small amount of people
prefer to watch the news to be updated about the day to day life. Thus the organization should be
active on the social media for posting the promotional add on it so that more people get aware of
the organization. This is the easiest and the cheapest way of advertising. The organization uses
this method for advertising (Sajid, 2016). The organization should be regularly getting an update
on the social-media and monitor how the individuals are responding on social media. The
individuals remain update to the social media and thus the organization should also be. The
individuals take interest on the page of the organization only when the organization keeps on
posting something new and something interesting. This is another method used in wider
organizations for better business.
 Producing Internal Communication
The communication between the employees of the organization should be very good as they are
an essential part of the organization. Their priority of the higher organization is the good working
environment and this is possible with the positive environment created by the employees. The
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bond between the employees should be very high so that nothing can affect it (Mäkelä, 2018). A
good bond is important as the employees are an essential part of the organization as they help the
organization in achieving the goal. If the employee will not have a good bond then it will affect
their performance and there are some chances that the employee can leave the organization. And
if the performance will not be good then the organization may have to bear the loss (Mäkelä,
2018). The positive environment is also created by giving rewards and praise to the employee.
 Conducting Customer and Market Research
The wider organizations conduct market research to know about the target market and the target
customer. It is very important to know about both as both thing help in boosting up the business
of the organization. The target market tells about the trending things in the market like about the
trending product, trending brand, etc. The target market gathers all the information that could be
helpful for the business. This most important thing is that who is the competitor? What does the
competitor serve? Why it is better than your organization? And some related factors. All these
things are gathered with the help of market research (Mäkelä, 2018). Further, market research
also tells the organization about the customer. Every single detail about the customer is collected
that is beneficial for the organization.
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