Marketing Essentials: Yardley's Roles, Responsibilities, and Strategy

This report provides a detailed analysis of the marketing function at Yardley, a company likely involved in the consumer goods or cosmetics industry. It begins by outlining the core roles of the marketing department, which include promoting and managing the brand image, and creating and maintaining promotional plans. The report then delves into the responsibilities of the marketing function, such as conducting market research to understand consumer needs and developing effective marketing strategies. The report also examines the interrelationships between the marketing department and other key departments within the organization, including Human Resources, Research & Development, and Finance, highlighting how these departments collaborate to achieve overall business objectives. The conclusion emphasizes the importance of understanding the roles and responsibilities of the marketing function and its interconnectedness with other departments for enhancing organizational effectiveness. The report includes references to relevant academic sources.

MARKETING ESSENTIALS

Table of Content
• Introduction
• Roles and Responsibilities of Marketing Function of Yardley
• Evaluation of Interrelationships between Roles and Responsibilities
• Conclusion
• References

Marketing is a process of getting attention of people and
attracting their attention towards the products or services of
the company. Marketing plays a very important role in
taking an organisation towards success and helps in
attainment of its predetermined objectives. Marketing
phenomena pertains all aspects of business and involves
actions such as market research, product development,
making sales and promoting or spreading word in public
through various advertising channels.
Introduction

Roles of Marketing function:
Promoting the brand image- The first and foremost role which marketing department of YARDLEY performs
is of developing the brand image and promote the brand name of company in public. Brand name of an entity is
the identical factor of it by which people know the company and address it in marketplace
Managing the brand image- Once the brand is being published in marketplace introduced by company, than
marketing personnels role will be to manage it. This management of YARDLEY brand image is compulsory
and in which employees keeps the market updated about the changes taking place in operations for keeping the
quality of goods and services high
Roles and Responsibilities of Marketing Function of
Yardley

Creation and maintaining of promotional plans- Another necessary role which is being played by marketing
team of YARDLEY is of making plans and strategies to promote their offerings in public. These
promotional plans are made to keep the potential customers informed and attract them towards the
organisation. For example, YARDLEY marketing team make effective use of advertisements for
promoting their products. The advertisements are very attractive and informative by which company gain
huge attention of segmented population.
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Responsibilities of Marketing Function:
Conducting market research- Marketing team make all promotional plans for the company and for doing so
effectively they need to perform market research. This includes through evaluation of the needs and
requirements of population and specially of targeted group.
Developing marketing strategy- After seeking knowledge of external environment and needs of people now its
responsibilities of marketing team to create strategies for the organisation. YARDLEY marketing workforce
will make plans for introducing and promoting their products and also make selling strategies for rendering
satisfactory services to consumers.
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Monitoring action- Marketing them are responsible for making plans, undertaking activities of promotion as
they have conducted thorough research of external environment and expectations of population. Therefore,
another responsibility which arises of marketing staff is to take monitoring and supervisory measure.
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 Marketing and Human Resource department: HR department is useful to recruit employees in various
departments of an organisation as the performance of company depends on the manpower and for this, HR
plays an important role to hire effective and skilled workforce to perform functions.
 Marketing and Research&Development department: R&D department is useful to conduct market research
for an organisation which is useful for marketing department to analyse and determine the needs and
requirement of their targeted market.
 Marketing and Finance department: Finance department provide financial budget and information regarding
the company to other departments which is useful for them to maintain a balance with each one. Finance
department provide budget of advertisement and promotion which is used by marketing department to
conduct its marketing activities.
Evaluation of Interrelationships between Roles and
Responsibilities

Hence, it is necessary that the roles and responsibility of marketing function is explained as it allows
in enhancing a better understanding of this function. Moreover, its interrelationship with other
functional departments helps in determining the scope of relativity within the organisation.
Conclusion

REFERENCES
 Campbell, R., Martin, C. and Fabos, B., 2018. Media essentials: A brief introduction.
Bedford/St. Martin's.
 Nirschl, M. and Steinberg, L., 2018. Einstieg in das influencer marketing: grundlagen,
strategien und erfolgsfaktoren. Springer Gabler.
 Hair Jr, J. F., Page, M. and Brunsveld, N., 2019. Essentials of business research methods.
Routledge.

Thank you