Marketing Function Roles, Responsibilities, and Environment Analysis

This report provides a detailed analysis of the marketing function, focusing on its key roles and responsibilities within an organization, using Cadbury as a case study. It explores how marketing functions relate to the wider enterprise context, including interactions with finance, human resources, information technology, and sales departments. The report examines the marketing environment, including customer needs, company growth, pricing strategies, and product offerings, and analyzes the interrelationship of marketing with other functional departments. It covers the roles and responsibilities of marketing in context of the marketing environment, the importance of meeting customer needs, ensuring company growth, and accepting correct prices. Additionally, the report discusses the development of marketing strategies and the importance of advertising and promotion.

Marketing
Essential
1

Contents
ACTIVITY 1...........................................................3
Explain the key roles and responsibilities of the
marketing function and how roles and
responsibilities of marketing relates to the wider
enterprise context ...............................................3
Roles and responsibilities of Marketing in
context of Marketing Environment and
interrelationship of Marketing with other
functional departments ...................................12
Critically evaluation of key elements of
marketing function and its relation with
organisation ......................................................16
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ACTIVITY 1
Explain the key roles and responsibilities of
the marketing function and how roles
and responsibilities of marketing
relates to the wider enterprise context
Marketing function refers such activities
which relates to purchase, sale, storing,
transporting, financing and securing marketing
information in order to make profits in an
organisation. Marketing is the way of attracting the
people and convenience them to purchase the goods
and services. Moreover, it involves some actions
that needs to take for running the business
effectively and make profitable the enterprise. As
Cad bury is a multinational company provides
different types of chocolates that helps to attract the
customer mostly the children and adult who see the
advertisement and purchase the products which
increase the sales of organisation. Marketing
planning and strategy are very important for any
industry that decides how much need to invest to
achieve the goals of company.
Role of the marketing function
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 Meet with customer needs and wants:
Human needs are pre exist at market place.
Marketers identify the needs and wants of
customers and accept the marketing
strategy that helps to perform marketing
functions effectively such as find the
demand and manufacture they products and
services as customer wants. Marketing
manager of Cad bury analysis the market
and know the what customers wants and
provides that kind of chocolates to
customers.
 Assures company growth and
reputation: Every organisation seeks
business's survival growth which is
possible through customer retention and
increase the market share. Marketing
function helps enterprise to attain the
objectives because it is client centric. Cad
bury company analysis the market and
brings new products that help to increase
the market share and retain the customers.
It helps to give satisfaction to customer by
fulfilling the needs as result growth and
reputation of organisation.
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 Wide market: Marketers uses mass
communication techniques like as
advertisement, sales promotion and event
marketing that helps to promote the
products in wide area and increase the
sales. Marketing manager of Cad bury uses
PR programmes to built and protect the
organisation's product and image.
Moreover, revolution in media technology
become more attractive through marketing
functions.
 Accepting the correct prices: Prices is the
typical element in marketing mix of a
manufacturer because it generates revenues
or incomes. Marketing strategies helps to
set the fair prices after making changes that
leads to run a organisation. Cad bury uses
pricing strategy that helps to set the
reasonable prices of products and customer
can afford easily that run a business
smoothly.
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 Offering better products: More
organisations sells more than one products
which are well packed and labelled.
Marketing function plays a different role in
designing and managing the product
offering that influence the customer in
order to purchase goods and services. Cad
bury offers different types of chocolates
that attracts most children and emphasis to
purchase the products.
 Management of demand: In every
organisation marketing function plays
different role such as marketers who have
professional skills ued to fill the demand of
customer in less time. A demand may be
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latent, negative, decline and full demand
that needs to be fill by organisation.
Marketing helps to deals with various
demand and give satisfaction to customers.
Responsibilities of marketing function
Responsible for conducting research:
Marketing function are responsible for analysis the
market and conducting the research depend on
products and services. This research help Cad bury
to define the targets and how to reach these market
to increase the sales and profits. Developing
the marketing strategy: Marketing contains
number of strategy including demand for products
and services that help to increase the number of
sales. Marketing functions are responsible in each
organisation who determines what products needs
to be released and when in order to promote and
sell the products. Marketing function in Cad bury
develops marketing strategy which help industry to
define opportunities to expand the portfolio and
creates brands that can be serve effectively in
market place. Moreover, marketing function
develop the appropriate the products which helps
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the organisation in staying ahead from its
competitors.
Coordination with selling activities:
Marketing function within Cad bury is also
responsible to coordinate with selling activities that
assures profits and growth of the business by
selling number of products . Coordination is the
essential part of any organisation that helps to solve
the problems collectively which are arising during
the business activities. Moreover, it gives
suggestion how to make efforts and can
communicate in order to face the problems that
create a good environment and raise the sales.
To manage the brand: Another
responsibility of marketing function is to manage
the brand and its image that is used to maintain the
sustainability at market place. Marketing function
in Cad bury brings new innovation, modification
and create effective communication that makes
different from others products. Additionally,
marketing function assists Cad bury to managing
brand as per current scenario.
Advertising and promoting: This is most
basic responsibility of marketing function that is
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used to advertise and promote the products.
Manager decides where and when to place the
advertise that helps to promote the product and
services. Cad bury prepares a static budget under
marketing function that gives an idea how much
should be invest in advertising and promoting the
products in order to achieve the goals.
How roles and responsibilities of marketing relates
to the wider enterprise context
The roles and responsibilities are the
specific duties and regulations that members are
expected to complete the task by performing
different roles. A marketing function is the
essential function in each organisation that helps in
selling activities and increase turnover of the
enterprises. Each organisation has different types of
department such as Finance, Human resource, sale,
and IT department that relates to marketing in order
to perform roles and responsibilities of each
departments. The relation of roles and
responsibility of marketing in Cad bury is defines
as-
Marketing with finance: Finance is the
first need in all organisation that helps to run a
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business effectively. It is relating with marketing
such as marketing manager of Cad bury wants to
advertise and promote the products and services
that will increase the demand of products. For
advertisement and promoting the product finance
department will provide the finance to marketing in
order to raise the demand and increase turn over.
Moreover, finance and marketing works
collectively for increasing market share and
improve the profit margin. Financial manager
understand the marketing functions and maintains
profitable relationship.
Marketing with Human resource: Human
resource are very important in all organisation
because it keeps staff centred by maintaining staff
satisfaction, worker engagement and maintain the
work place by hiring the employees. It relates with
marketing such as there are number of vacancy in
marketing department who will advertise and
attract the customer in order to sale the products.
By finding the vacancy Human resource manager
will recruit the well qualified and skilled person
who have enough knowledge to advertise the
product and increase the demands of the products.
In the competitive market, industries need to find
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new ways to attract the customers and show the
talents to raise the sales. So that human resource of
the organisation recruits skilled and experienced
person that helps to increase the sales through
marketing.
Marketing with Information technology:
Information technology states to the development,
maintenance and use of new technology that helps
to influence the customer in order to purchase new
products and services. It relates with marketing
such as if Cad bury is planning to bring new
technology and techniques that helps to increase the
sales and profitability. For applying techniques and
new technology Cad bury will take help of
marketing that will help to understand the customer
through marketing and provide them better quality
of product and services. Moreover, marketing helps
in procedure for generating, cooperating and
providing value to customers that helps to improve
customer relationship in order to earn more profits
of the company. By using information technology
marketing manager give option to accept online
marketing and mobile marketing to increase the
number of transaction that will help to increase the
customer. To attract the customer new innovation is
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very needed that helps to attract customer and
maintain a profitability in order to increase sales.
Marketing with sale: Every business
organisation built number of marketing strategy
that is used to sale the products and services in
order to make profits by increasing turnover.
Selling includes finding the needs and wants and
filling it for giving the satisfaction to customers. It
is relates with marketing such as marketing
manager evaluates the needs and wants of
customers and produce products with the help of
employees at work place. After producing product
and services marketing department will think about
marketing of products that will helps to increase the
sales. Through marketing customer will get
influenced about product and will purchase it that
help to increase the number of sale. So marketing is
direct relates with that is used to attract the
customer via different sources such as television,
radio, poster and social media that helps to
marketing the product and services.
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