Analyzing the Role and Responsibility of Marketing in Organizations

This report provides a comprehensive overview of the role and responsibilities of marketing within an organization, using Burberry as a case study. It defines marketing and its nature, discusses current and future trends, and outlines the marketing process. The report details the role of marketing in both B2B and B2C contexts, its significance in the marketing environment, and its interrelation with other functional units such as logistics, human resources, finance, and IT. It emphasizes the importance of these interrelationships for enhancing productivity and competitive strength. Key elements of the marketing function, including market research and promotional strategies, are also examined, highlighting their interconnectedness with other organizational units. The report concludes that marketing is crucial for analyzing opportunities and threats, promoting products, and fostering effective communication within the organization.

Marketing essentials

Table of content:
• Introduction
• Role and responsibility of marketing
• Role and responsibility of marketing in context of marketing environment
• Role of marketing in wider organizational context
• Significance of interrelationships
• Key elements of the marketing function and interrelation with other functional units
• Conclusion
• References

Introduction
Marketing is a crucial process used by companies to create value for its consumer with the aim of building
strong relationship with them and also act as medium between organisation and all other stockholders
to exchange relevant information between them. Burberry organisation is a selected for this
presentation which is a well known British luxury fashion house headquartered in London, United
Kingdom. This presentation includes the main role of marketing and its interrelation with other
functional units of an organisation.

Definition of marketing
Marketing is basically an activity or set of institutions and
processes that are conducted by an organisation for creating,
communicating, delivering, and exchanging offer, things that
have value for customers, clients, partners, and society at
large. Thus , the main aim and objective marketing is on
promoting buying and selling of product and services therefore
crucial role in enhancing productivity and profitability of an
organisation.

Nature of marketing
The nature of marketing includes following points:
Consumer oriented- the main focus of marketing is on the needs and desire of customers thus, only
those goods and services must be manufactured and delivered by an organisation that satisfy
consumers.
Art as well as science- marketing is both an art as well as science as it includes physiological efforts to
identify various and need of customer together with use of various techniques to make goods available
at right time, right place, into right hands, right quality, in the right form and at right price.

Current and future trends of marketing
The current trend of marketing in context of Burberry includes effective use of digital and social media
together with more effective online channels to have better communication with its customers. The
future trend of marketing that can be adopted by Burberry includes more emphasis on customer
personalised marketing that includes use of targeted emails and custom video messages to have more
effective bonding with customers and better advertising of products.

Marketing process
The various steps included in marketing process in context of Burberry is provided below:
Analysis- it is the foremost step of marketing that includes proper analysis and evaluation of various
aspects of bushiness environment by the marketing team of Burberry to become aware about current
trends of market.

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Strategic planning- after analysis of market the next step is making effective planning and strategies for
betterment of Burberry with respect to current market trends and circumstances. An analysis is done by
marketing team of Burberry to adopt and chose the best available option to enhance its customer base
and productivity.
Marketing Mix decisions- at this step elaborated tactical decision are made by Burberry about its
controllable parameters that includes product development, product pricing, product distribution and
product promotion in order to gain better competitive strength and position in target market.

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Implementation and control- It the last step
where use of various control measures are
made to monitor and adjust marketing mix
as per current market change.

Role and responsibility of marketing
Marketing is a broad concept that aim at coordinating and balancing all activities and functions of an
organisation with the desires and expectations of customers. The main role and responsibility of
marketing in context of Burberry plc are provided below:
• Marketing research and strategy formulation
• Product development

Continue…..
Promotion and communication- it the main responsibility and most vital role of marketing function in
Burberry organisation that includes use of effective promotional tools and strategy in order to make its
customers aware about features and new product of organisation to tempt them fir buying.

Role of marketing within both B2B and B2C context
B2C and B2B are two main forms of commercial transactions where B2C stands for business-to-consumer
which is a process of selling products directly to consumers. On other hand, B2B stands for business-
to-business which involves a process for selling products or services to other businesses. In context of
Burberry, B2B is more associated with the logic of the product and its feature and there is little
emotion involved in the purchasing decision so the main focus of B2B marketing is on understanding
buyers buyers and their operation within the confines of organizations' procedures.