Marketing Essentials Report: Roles, Responsibilities & Relationships

This report provides an overview of marketing essentials within the context of Morrisons, a leading supermarket chain in the UK. It details the roles and responsibilities of the marketing function, including brand management, marketing campaigns, and social media engagement. The report emphasizes the importance of marketing in identifying customer needs, building brand image, and fostering customer relationships. It further explores the relationships between marketing and other functional departments such as finance and human resources, highlighting the significance of interdepartmental collaboration for achieving organizational goals. Key elements of the marketing mix (product, price, place, promotion, process, physical evidence, and people) are discussed in relation to their impact on other functional units. The report concludes that effective marketing is crucial for increasing sales, enhancing productivity, and controlling marketing budgets at Morrisons. Desklib provides access to similar assignments and study resources for students.

Marketing Essentials

Table of contents
 Introduction
 Overview of company
 Roles and responsibilities of marketing function
 Importance of marketing
 Relationship between marketing and finance department
 Relationship between HRM and marketing department
 Element of marketing
 Conclusion
 References

INTRODUCTION
 Marketing is one of the important function in an
organisation which helps in increasing sales of
company.
 It is the promotion of product so that people can
get information about new product.
 The main aim of marketing is to attract target
audience (Thabit and Raewf, 2018).
 Marketing department has relationship with
other department such as, finance, human
resource etc.

Overview of company
 Morrison is a public limited company in retail
industry. It was founded in the year 1899 by
William Morrison.
 Its headquarter is situated in Braford, England,
UK. Key people of the company are, Andrew
Higginson (Chairman) and David Potts (CEO).
 The organisation is providing good quality
products to customers and attract them to buy
product.
 Company is having 494 stores all over the world.

Roles and responsibilities of marketing function
 There are many roles and responsibilities which a marketing manager has to perform so
that sales of company can be increased.
 They are responsible for defining and managing brand, conducting marketing campaigns.
 Producing marketing and promotional materials.
 Monitoring and managing social media marketing (Blut, Teller and Floh, 2018).
Producing internal communication.
 Enhancement of sales turnover.
 Evaluation of strategic plans for marketing.

Roles and Responsibilities of marketing in the context of
marketing environment
Within wider organizational context the roles and responsibilities of marketing are described as
follows –
 Promotional materials are used for the marketing of the products and services which are to be
made available to the customers.
 Marketing is responsible for initiating the marketing environment through the internal
communications which helps in developing the scale through which marketing is done
possible (Michael and et.al., 2020).
 Managing and defining the brand helps in creating the value of the brand which is initiated
on large scale.

Importance of marketing within an organisation
 Marketing is important because it
helps in identifying needs of
customers.
 It creates good brand image in
market.
 It helps in attracting customers.
 It allows business to maintain long
lasting relation with customers.

Relationship between financial and marketing functions
 There is direct relationship between marketing and finance department.
 In Morrison company marketing and finance manager are communicating to make
strategies for future.
 Finance department is responsible for handling all the activities related to money and
they are making budget.
 When marketing manager needs money for promotion of product, they contact to finance
manager. They are forecasting future trends in order to manage proper fund.
 Finance manager identify and estimate fund requirements.

Relationship between marketing and HRM function
 Providing training and development sessions for
employees.
 Evaluating performance of marketing employees.
 Retention of talent and skills.
 Recruiting and selecting best candidate for
company.
 Marketing and HRM department has relationship
because when there is need of recruitment then HR
manager is selecting

M2 Significance of interrelationships between marketing and other
functional units of organization
Significance of interrelationships between marketing and other functional units in
organization are described as follows –
 Marketing and HRM – Marketing and Human Resource Organization work together
in which the HRM of Morrison helps the marketing of the products and services which
is being created by the policies and framework being formulated by the HRM of the
company so that the marketing of products and services is done effectively (Meijerink
and et.al., 2017).

 Marketing and Finance – Marketing of products and services of Morrison comply
with the functioning of finance department which observes and functions according to
the marketing of how effective the products and services can be provided to the
customers.
 Marketing and Operations – The operations and marketing department of Morrison
works together which helps in regularizing the operations of the products and services
which are produced at large scale by the company (Mu, 2017).

Element of marketing
There are some elements of marketing:
 Product
 Price
 Place
 Promotion
 Process
 Physical evidence
 People