Marketing Roles and Responsibilities in Organisational Context Report

This report provides a detailed analysis of marketing functions and responsibilities within the context of Wilkinson, a UK-based company. The report begins with an introduction to marketing and its importance in achieving organizational goals, followed by a table of contents outlining the key areas of focus. Task 1 delves into the roles and responsibilities of the marketing function, including strategy development, management information systems, pricing, product distribution, financial control, sales, promotion, product management, market research, and product development. The report then examines the roles and responsibilities of marketing within a wider organizational context, highlighting the interrelationships with human resource management, information technology, customer services, research & development, and the production & operational departments. The report emphasizes the importance of understanding customer needs, developing effective strategies, and adapting to the changing external environment. It also covers the marketing mix and its application in marketing planning, providing a comprehensive overview of the subject matter.

MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Roles and responsibilities of marketing function.............................................................1
P2. Roles and responsibilities of marketing in wider organisational context.........................4
TASK 2............................................................................................................................................6
P3. Comparing the way different organisations apply marketing mix in marketing planning6
TASK 4............................................................................................................................................9
P4............................................................................................................................................9
Covered in PPT.......................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the process which provides identity to company's products or services. It is
an important part of business activities that help to achieve target goals and objectives in the
most effective manner. The marketing provides existence in large market. It targets market and
customers in different categories. It helps to analyse the latest fashions and trends which attract
more buyers towards products or services. All the customers purchase those goods which are
famous for the quality, shape, size and colour that attract buyers in the marketplace (Cole,
Graves and Cipkowski, 2010). The external environment changes according to the customer’s
taste, preferences and choice that directly affects company's profit. Wilkinson is the largest
company in UK and it provides kitchen appliances, pet food, grocery products, etc. Company
focuses on to attracting new customers and provides innovative services or products in an
effective manner. Main purpose of this report is to manage or control plans and policies which
evaluate the performance of an organisation. In this project report, company understands the
marketing mix process to achieve goal and objectives. Further, strategic planning evaluates the
factors which affect organisational plans and schemes.
TASK 1
P1. Roles and responsibilities of marketing function
Marketing provides effective growth, procedures, schemes and market share. It help to
control and manage the employees in an effective manner. Marketing is backbone of every
organisation that run many external functions. It is the process which help to achieve long term
as well as short term goal within an organisation. It has to maintain internal and external
environment that control strategic activities. The marketing department responsibility is to
provide quality products, build good image, attracts potential customers towards their goods or
services. The elements of business planning is to evaluate aims, objectives, strategy, tactics that
help to achieve target goals. There are some roles and responsibilities of marketing functions are
discussed as under:
 Development of strategies- There are functions which manage or control by top
management that includes build new strategies, develop plans and policies, target market
or customers etc. Company should make strategies which help to achieve target goals
and objectives in an effective manner (Dibb and Simkin, 2013). Wilkinson analyse
1

internal and external environment which help in making new strategies which attracts
more customers. The company identify growth in student sector by using research
method. It need to develop strategy for increase in growth in the market. It is an
important role of marketing department to build new design of plans and policies which
identify the better performance of an employee in an effective manner. Strategy should
be flexible for implement on new technology and techniques which provides training to
their workers (Farndale, Scullion and Sparrow, 2010). Then if strategy is flexible so they
can easy to mould the techniques for need of internal and external environment.
 Management information system- It is an important system which provides necessary
information related to customers demand and wants that help the company to perform
better and take accurate decision making. Wilkinson manage their information system in
an effective manner that help to know the customers detail which provides necessary
information such as preferences, taste, choice, quality products etc.
 Fix the Price- The company aim is to produce products and then fix its price which is
used in different strategies. Wilkinson make some rules and regulations which maintain
prices of their products. Its aim is to provide goods to their customers that are attracted in
the marketplace.
 Distribution of products- It is an important factor of marketing function which help to
distribute various types of products and services in the market. Wilkinson deal with
different types of goods which help to attracts large number of customers. The company
should distribute desired products or services to their selected customers who need goods
for use in efficient way. All the employees search different types of products which
should distribute in the segmenting market.
 Control Finance- Finance is important for run marketing activities and functions which
help to develop plans and strategies in an organisation. It is that element which establish
growth and development in the market. Company should control finance for effective
use of amount which implement strategies in efficient manner (Dibb and Simkin, 2013).
Wilkinson need to manage finance by preparing budgets, accounting, book keeping etc.
that perform through finance department of the company.
 Sale desired products- Wilkinson main aim is to sell demanded products and services
which help to attracts more customers towards their new goods. It is important to sale
2

innovative products in the market place (Ferrell, et. al., 2010). It objective is to develop
new strategies which help in achieving target goal and objectives. Cited company sale
demanded goods or products to their customers for fulfil their needs and wants in
efficient manner. They make innovation products or services which attracts large number
of buyers in marketplace.
 Promotion activities- Promotion refers to promote their products or services through
advertisement, online selling, newspaper, templates distribution etc. Wilkinson distribute
their different types of products or services in the market towards their customers. There
are many activities and functions which evaluate basic rules and regulations that help to
achieve goals and objectives in an effective manner. Wilkinson need to promote their
products or goods from different methods that provides growth and development of the
functions.
 Product management- The products should be managed and controlled by marketing
functions that help to achieve required goals and objectives in an efficient manner
(Galbreath, 2010). It helps to evaluate some goods that are needed to sell in the market to
their new customers. Wilkinson need to manage all products or services that attracts
large number of customers in the market. They can innovate new goods or services
which helps to expand their branches. The company keep products in the stores in the
suitable temperature that safe the goods in better manner.
 Market Research- It is the function of marketing that help to research the whole market
place. Research help to identify goals, objectives, opportunities, strategies etc. which
need to an organisation. This the research which help to understand needs and wants of
customers and also attracts more buyers towards their products. Wilkinson need to scan
whole marker for identify strength, weakness, opportunities and threats which arises in
external environment and that affects in their business operations. It helps to enhance
profit amount of the company (Responsibilities of marketing department. 2017). The
company understand needs or wants of the customers by analysing marketplace.
Research help the firm to achieve desired target goals.
 Product development- The market can develop products and changes fashion and
trends which help in achieving target goals and objectives. Marketing department
analyse trends which provide development in products. Wilkinson make new teams to
3

observe the needs and wants of their customers in marketplace. Company need to
develop attractive products or goods to their buyers. The marketing helps to promote
business products which provided to the potential customers who demand for this goods.
Development of required products provides growth and profitability to the firm.
Wilkinson protect their goods for management and production of attractive way that
required business items.
 Support sale- Marketing department can improves growth, development and
performance that help to coordinate and cooperate their employees (Galbreath, 2010).
Wilkinson sale the innovative products that improves profit level and help to increase
productivity or profitability within an organisation. The company need to sale different
types of products which attracts large number of customers. They should make unique
items which satisfy buyers and fulfil their demand by the business. It helps to support
new products or services in an efficient manner.
 Organise Events- Event is important function of marketing that includes seminars,
conferences, business events, demonstration, etc. Wilkinson organise different events
which help to improves performance of an employees (Greene, 2011). It help to motivate
and encourage their workers to achieving goals and objectives in a better manner. They
also organise online campaign, advertisement and online selling that attracts more
customers in an effective manner.
P2. Roles and responsibilities of marketing in wider organisational context
Marketing department is connected with other department in each manner. It is the
function that provides different targeting market and customers. Other department satisfy their
customers demand and wants and achieve all necessary goals or objectives. Marketing is the
function which build strong relationship between company and external environment (Ko,
Hwang and Kim, 2013). There are some roles and responsibilities of Wilkinson marketing
functions which interrelated with other department are discussed as under:
 Marketing and Human resource management- It is an important department which
help in recruitment, selection, training and development, staffing and managed different
activities. The HRM responsibilities helps to motivate, manage and inspires workers
within an organisation. Marketing help to search talented employees who have skill and
knowledge and they provides growth and development in an organisation. Human
4

resource manager run its business operations with the help of marketing functions. In this
department, marketing is useful to attract new talented candidates which perform better
and provides best result to their managers (Greene, 2011). There are some roles which
need to understand by employees who are new in Wilkinson that they should follows
compulsory rules and regulations in an organisation.
 Marketing and Information technology- It means that information system which
includes software and hardware system which identify necessary details of other
competitors. Marketing department used technology for organise online advertisement,
promote products in different way, post products details on internet sites, make videos,
images and also create graphical presentation to their customers in an efficient manner.
Wilkinson adopt new technology which provides new product design to their workers. It
is the department that change techniques for enhance the profitability and productivity.
Information technology has develop new plans and policies which enhance profitability
and production level of an organisation.
 Marketing and customer services- Customers service department is essential for every
organisation. It help to solve different issues and problems related to product design, size,
shape, colour etc. that provides necessary information to their goods (Lusch and Webster
Jr, 2011). Marketing department main focus is to fulfil their customers demand and wants
and satisfy needs in an effective manner. It helps to resolve problems which occurs in
products quality that has to be solve by customer service department. Marketing is
necessary to fulfil their customers’ needs and wants in a proper way. Customers need to
know the products whole information which must be given by the company's marketing
team.
 Marketing and Research & Development- Research help to analyse internal and
external environment that evaluate other company's plans and strategies (Mangram,
2012). This department collect or gather data and information which identify customer’s
needs, demands, choice, taste, preferences, attitude, behaviour etc. Research need to
analyse demand and supply of goods and services. In this department, researchers are
motivator, intelligent, develop new ideas, great thinker and produces different type of
products for an organisation. It need to develop new idea which make presence in the
5

market between huge competitors. Marketing need research to identify potential
customers and evaluate an idea to attract more buyers towards their company products.
 Marketing and Production & operational department- Marketing function help to
produce different products by analysing external and internal environment. This
department need to operate or produce various goods and services. Operational
department includes many functions they are packing of goods, producing new products,
distribute products, keeping in stores etc. They need to produce and manufacture
innovative goods and serve in the market (Ferrell and et. al., 2010). It is an important
element to distribute goods in equal manner that is easily reach with the desired
customers in short period of time. Wilkinson need marketing department to distribute
their products or services and operate their operational functions in an effective manner
(What is marketing plan?. 2017). Sellers need to distribute the products in given time
period to their potential buyers that increase profit.
 Marketing and Finance- Finance department important to run the marketing activities
or functions in a smooth way. For promoting their company's products it is necessary to
invest finance in online marketing, publicity, advertisement, sell online products, etc.
They need to identify funds and different sources which is important for enhancing profit
amount (Pike, 2015). Finance department help in marketing functions that includes
organise campaign, programmes, demonstrate the products qualities in a proper manner.
 Marketing and administration- An administration department is also connected with
the marketing department. This is the department which manage or controls all work
related activities of each employees in an organisation. Its main role and responsibilities
is to manage all functions of marketing that help in achieving goals and objectives in an
effective manner. Marketing need to organise extra activities which retain workers for
long time period and help to manage their administration work in an organisation.
TASK 2
P3. Comparing the way different organisations apply marketing mix in marketing planning
Marketing mix is an element which helps in influencing customers to purchase goods or
services of company. It is the element which combined together in marketing activities of an
organisation. Marketing mix helps to run business activities or functions that are crucial to sell
different types of products of company (Robinson, 2012). Wilkinson should create and develop
6

their goods or services which help in marketing mix process. There are 7Ps of marketing mix
which are discussed as:
(Source: Marketing mix concept, 2017)
 Place- In place, the products can produce and serve at different areas. It is the element
where all big companies establish their business that attracts more customers towards
their services. Wilkinson company main focus is to covered various areas or location and
open their retail store or workplace in different geographical location. McDonald
Company help to attracts large number of customers (Lusch and Webster, 2011). The
company expands its business in different locations where customers are easily available.
They have many restaurants which spread in approx. 120 countries. There are approx.
36,100 restaurant in overall country that fulfil customers’ needs and provides comfortable
place to stay. Its main vision is to expand the business in rural areas. McDonald establish
their restaurants in such places like malls, complex, airports, street areas and colleges. It
is located generally in big cities and main cities and also located at highways and
residential areas in which more customers attracts.
7
Figure 1: Marketing mix

 Price- Price should be necessary to target specific customers that main aim is to attract
towards products price (Ferrell and et. al., 2010). Wilkinson should adopt different
strategies such as price evaluating and leadership pricing. It provides lower price goods
that satisfy buyer’s needs and wants in an effective manner. The prices make marketing
plan which help to build strong relationship with their colleagues. McDonald provides
low price products which attracts large number of customers.
 Process- It means to produce goods to follows some manufacturer process to make a
particular product. Wilkinson follows some procedures which help to innovate new
products and make best quality goods that attracts more customers. The company also
invent new products that fulfil needs and wants of buyers. McDonald provides extra food
items to increase its customers (Sheth and Babiak, 2010). The company make innovative
product which attracts large number of buyers. They adopt latest techniques and methods
to satisfy their customers. The company provides to analyse their products quality and
how it is use in making a food item. McDonald develop trust and loyalty in the mind of
their customers. Training and development adopt new technology and techniques to
enhance the employee’s skills and knowledge.
 Promotion- Promotion is an activity which attracts many customers towards the specific
company products through advertisement, online selling, ads given in newspaper,
promotional activities etc. Wilkinson use different strategies which promote promotional
activities such as advertisement, online marketing and sale products through television.
McDonald mostly target children and college students (Farndale, Scullion and Sparrow,
2010). They use different sources which attracts large number of customers such as TV,
internet, radio, magazines, newspapers etc. The company offers discounted food items to
the children that help to attracts more youngsters. It also provides many offers in different
festivals such as New Year, Christmas, etc. to their customers. There are some functions
which attracts large number of customers by offering discount price to every age people.
 Product- Products is important part of every organisation to retain their customers and
clients in an effective manner. Wilkinson provides best quality goods and services to their
buyers and also satisfy the needs or wants to know their first preference in different
products (Smith, Drumwright and Gentile, 2010). McDonald provides various types of
product items that includes veg products in which they offer Mc-puff, Mc-veg burger and
8

non-veg products and drinking items like cold coffee, cold drinks, ice creams etc. The
company offers many different types of food item and fulfil all demand of customers in
an effective manner.
 Physical evidences- Physical evidence helps to attract different types of customers in one
place and also make existence among their buyers. Wilkinson provides various elements
that includes quality products, best keeping of food items, make attractive structure which
increases their profitability and productivity of an enterprise. McDonald are small in size
but they provides best quality products to their customers (Urso and Urso Joseph, 2010).
They attracts large number of buyers and build strong relation with them.
 People- People is the general public that consume products or foods of different
companies. Wilkinson provides quality products or services and satisfy their customers to
fulfil needs and wants which increase clients. McDonald follow principle that attracts
buyers to take quality products, use best ingredients, etc. The company provides awards
to their best employees in the end of each month. They provides clean and safe
environment to their customers that enhance their reputation in the market. Employee’s
offers discount to small children and college students.
TASK 4
P4
Covered in PPT
CONCLUSION
As per the mentioned report, it can be concluded that marketing activities are important
for an organisation. It helps to maintain roles and responsibilities of different departments in an
effective manner that provides target goals and objectives. Wilkinson follows marketing plan to
reach the goals in an effective and efficient manner. They need to analyse strengths and eliminate
all the weaknesses. Human resource, customer service, finance, administration, IT and Research
& development department are important functions of an organisation to manage their marketing
activities directly or indirectly in the market. Marketing is an essential part to provide success in
company and helps to implement different strategies to attract customers. It is important to build
relation with marketing department to achieve specific goals and targets. Marketing plan helps to
identify the current and future scenario of an organisation.
9

REFERENCES
Books and Journals
Cole, K., Graves, T. and Cipkowski, P., 2010. Marketing the library in a digital world. The
Serials Librarian. 58(1-4). pp.182-187.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Farndale, E., Scullion, H. and Sparrow, P., 2010. The role of the corporate HR function in global
talent management. Journal of world business. 45(2). pp.161-168.
Ferrell, O. C., and et. al., 2010. From market orientation to stakeholder orientation. Journal of
Public Policy & Marketing. 29(1). pp.93-96.
Galbreath, J., 2010. Drivers of corporate social responsibility: The role of formal strategic
planning and firm culture. British Journal of Management. 21(2). pp.511-525.
Greene, H., 2011. Freshmen marketing: A first-year experience with experiential learning.
Marketing Education Review. 21(1). pp.79-88.
Ko, E., Hwang, Y. K. and Kim, E. Y., 2013. Green marketing' functions in building corporate
image in the retail setting. Journal of Business Research. 66(10). pp.1709-1715.
Lusch, R. F. and Webster Jr, F. E., 2011. A stakeholder-unifying, cocreation philosophy for
marketing. Journal of Macro marketing. 31(2). pp.129-134.
Mangram, M. E., 2012. The globalization of Tesla Motors: a strategic marketing plan analysis.
Journal of Strategic Marketing. 20(4). pp.289-312.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Robinson, C. K., 2012. Peter Drucker on marketing: application and implications for libraries.
The Bottom Line. 25(1). pp.4-12.
Sheth, H. and Babiak, K. M., 2010. Beyond the game: Perceptions and practices of corporate
social responsibility in the professional sport industry. Journal of Business Ethics. 91(3).
pp.433-450.
Smith, N. C., Drumwright, M. E. and Gentile, M. C., 2010. The new marketing myopia. Journal
of Public Policy & Marketing. 29(1). pp.4-11.
Urso, J. P., Urso Joseph P, 2010. Systems and Methods for Compensating Participants in a
Multi-Level Marketing Plan. U.S. Patent Application 12/831,892.
Varadarajan, R., 2010. Strategic marketing and marketing strategy: domain, definition,
fundamental issues and foundational premises. Journal of the Academy of Marketing
Science. 38(2). pp.119-140.
10