Roles and Responsibilities of Marketing in an Organization Report

This report provides a comprehensive overview of marketing essentials, focusing on the roles and responsibilities of the marketing function within an organization, using McDonald's as a case study. It explores the key components of marketing, including product, price, place, and promotion, and examines the functions of the Marketing Information System, distribution, product management, pricing, promotion, selling, and finance. The report also delves into how marketing interrelates with other departments such as finance, human resources, and research and development, emphasizing the importance of these interrelationships for achieving organizational goals. Furthermore, it discusses the impact of the marketing environment, both internal and external factors, on marketing activities. The conclusion highlights the significance of marketing in enhancing customer awareness, achieving competitive advantage, and ensuring the sustainability of a business. The report references various academic sources to support its findings.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of the marketing function........................................................1
P2 Roles and responsibilities of marketing relate to wider organisational context...............3
M1 Roles and responsibilities of marketing in regards to marketing environment..............5
M2 Importance of interrelationships between marketing and other functional units.............5
D1 Key elements of marketing function and how they interrelate with other functional units. .5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing is a procedure by which services and also products move from the seller to
buyer at reasonable cost. It consists of 4 main components i.e. product, price, place and
promotion. In the marketing involves selling, purchasing, advertisement and also delivering of
goods and services to people (Blacher-Wilson, Mense and Richardson, 2011). The McDonald's is
fast food and also hamburger food chain in America. It has many restaurants in all over the world
and it also provides some food items such as chicken products, French fries, desserts, soft drinks,
cheese burgers, ham burgers etc. In this present business report mentions about the various roles
of marketing and they all are interrelated with each other functions in an organisation. Various
roles and responsibilities of marketing related to wider organisation are discusses in the report. In
this present business report also mentions about comparison of many different ways under which
a company use many elements of marketing mix.
TASK 1
P1 Roles and responsibilities of the marketing function
Marketing refers to a process where customers and sellers meet together for exchange of
things in return of money. It is helpful in promoting and also selling of goods and services and
conducting the market research. A business organisation uses marketing for the purpose of
develop, keeping and also satisfying the needs and wants of consumers. The McDonald's
produces many food items which can fulfil the needs of people. In this business organisation,
there are various departments and all are work for achieving the common goals and objectives of
business. In this, 7 main function of McDonald's and their roles and responsibilities are given
below as above:
Marketing Information System (MIS)- It means a processing of an information by
which some intelligent devices and also computers are control and manage some managerial
decisions in company (Clow and James, 2013). It is a software based system and it also helps a
manager to provide the different tools for managing and also evaluating the efficiency and
effectiveness of departments. With the help of Marketing Information System, McDonald's can
gather information and data within the organisation or from outside of company. It is an
effective and a workable tool to evaluate and leading all departments of company. The MIS is a
framework which McDonald's use for collecting data, organise, distribute and also the marketing
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related activities. This system is helpful in recording the information of all departments. There
are some roles of Management Information System are given below:
 It is helpful in the decision making.
 Its main role is to find out the issues and problems in an organisation.
 It helps in comparison the performance of business.
 The major role of this Marketing Information management is to provide the exact
data related to marketing related activities and also provide the information to
managers related to the process of marketing.
Its main responsibility is to record and keep save all the data and information of all
departments in an effective or proper manner.
Distribution- The work of this function of marketing is to distribute the good and
services to the suppliers or customers at proper time (Dibb and Simkin, 2013). This department
is responsible for receiving products from the vendors and then direct those products to the
departments in an organisation. It is necessary that the distribution chain should be proper.
Distribution is a procedure under which wholesalers, retailers and also distributors are involved.
The responsibility of this function is to ensuring about the quality of goods and services
that are produced and distributed in particular period of time. On the other hand, its role is to
connect connection among the manufactures and consumers. With the help of this the
effectiveness and goodwill of McDonald's business organisation will be enhanced at workplace.
Product management- It is a function of organisational life cycle which is dealing with
develop planning, production, advertisement and also marketing of goods at all the stages related
to the product life cycle. The product management gives an information related to products for
business organisations and also increase their supply chain (Getnet, Kedir and Yousuf, 2014).
For producing the food items, McDonald's use the advanced and also latest technology.
The responsibility of this function is to produce the good quality of services as well as
goods. On the other hand, role of product management is to give support to its transmission from
the information related to products and services.
Pricing- It is a main element of marketing mix. For enhancing the sales of company, it is
necessary that the cost of services and also goods should be reasonable. In context to
McDonald's, its manager sets the cost of its food items reasonable or can say not much high or
not low. It is a main procedure and with the help of this manager deciding the pricing
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framework. Some that each person can avail the services or enjoy the food products of
McDonald's. During deciding the cost, it is necessary for company is to kept some of the
following points in mind:
 Pricing of same goods at market place.
 External factors such as political, legal, social, environmental etc.
 Quality of food items.
The role of pricing is to setting a competitive position of product at market place.
Promotion- It helps in aware people about the services and goods or company and also
state about the importance (Hugos, 2011). It is necessary that the promotion should be effective
and also attractive, so that every person can take interest in the product of company. It is an
effective way of communication. McDonald's gives the promotion by holders, television, radio,
posters etc.
Selling- This function of marketing is performed through the manufactures and also
includes the outside and inside sales people who work for convenience the customer to purchase
the products of company. In this there is a interaction among the seller and buyer in exchange of
money. The selling can be direct or indirect. The direct selling method is very effective to ready
the customer for buying the products. The roles and responsibilities of this department is to use
the effective selling method for enhancing the sales of firm
Finance- For doing the marketing related activities, there will be a requirement of
finance to company. So in context to this, McDonald's collect the money from the bank loan and
also from its investors (Hsu, 2011). The role of this function is to arrange and also manage the
money for marketing related activities.
P2 Roles and responsibilities of marketing relate to wider organisational context
Marketing plays a very vital role in growth and development of business organisation. It
helps managers to sell their products and services in target market. But in order top perform
effectively, managers are required to establish an interlink between all departments, therefore
they all can communicate with each other for accomplishment of organisational goals and
objectives in an effective manner (Nguyen and Simkin, 2012). In a business entity, there are
several types of departments, such as – finance, human resources, research and development,
production and operation, customer services, information technology etc. Below described the
brief description of all departments with marketing
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Finance department– Finance is blood for every business organisation. If a firm has
strong financial then it can easily spend more and more on its marketings activities. In addition,
financial manager of the company is liable to create budget, income statement, balance sheet
(Odunlami, and Ofoegbu, 2011). In which he decides the amount which will be spent on
marketing activities, direct marketing, promotion, advertising etc. Along with this, it helps
marketing managers to perform effectively. Apart from this, there are various financial sources
which helps managers to increase their financial capital, i.e. creditors, bank loans etc.
Human resource department– The HR department and marketing department of the
company should work together in order to achieve organisational goals and objectives. In this
context, for selling products in target market, there is always required a person who can
communicate with other people in an effective manner. Apart from this, human resource
department of the company helps in providing training and development assistance to
employees; it would assists in improving their existing knowledge. With this assistance, firm can
easily achieve its goals nd objectives in an effective manner.
Research and development department– The main motive of research department of
the company is to analyse customers' needs and wants. Research manager also gather
information about competitors and external environment. Therefore, the firm can easily improve
its strategies and policies so as to perform effectively in global environment (Papasolomou and
Melanthiou, 2012). Due to marketing research, managers will be produced products as per the
needs and wants of people. With this, they are able to supply them maximum level of
satisfaction. It would helps in increasing sales and profitability of the organisation in a certain
time period.
Operation and production department– The operation department of the company is
liable for improving quality of the products in order to attain and retain customers for long term
period. Along with this, if marketing and operation will be worked together then firm can easily
achieve higher competitive advantages by fulfilling customers needs in the best possible manner
(Pike, 2015). In order to increase customers' interest, operation manager produces innovative
products. It will also helps in sales revenue and profitability of a business organisation.
M1 Roles and responsibilities of marketing in regards to marketing environment
In business environment, internal and external two main factors are included. Internal
factors, company can easy control but in case of external factor, McDonald's can not control
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them (Hugos, 2011). The internal factor consists customers, suppliers, shareholders etc. and in
external includes political, economical, social, technological etc. So it is necessary of the market
department is to do all the market related activities in an effective and systematic manner.
M2 Importance of interrelationships between marketing and other functional units
In McDonald's, there are many different department are working for instance marketing,
selling, finance, Human resource, Information technology, Operations and many other. All are
working for achieving the common goals of company (Hsu, 2011). Their work and role are
different but all are working together. All departments work with the marketing department.
D1 Key elements of marketing function and how they interrelate with other functional units
There are many different functions of marketing such as selling, promotion, distribution,
Marketing Information System etc. all are working together (Jones and Rowley, 2011). Their
roles and responsibilities are different. These all the functions of marketing work with the other
department of company in an effective and efficient manner.
CONCLUSION
From the above mentioned report, it can be concluded that marketing is an effective
concept which include various activities to increase the awareness of the customers towards the
products and services. In this various roles and responsibilities of the marketing department is
also define which helps in achieving the competitive advantage in the marker place. All these
function of marketing is interrelated to the other department of the company in order to maintain
the sustainability which helps in inviting large number of customers in order to enhance the
overall performance of the company in effective manner.
REFERENCES
Books & Journals
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Clow, K.E. and James, K.E., 2013. Essentials of marketing research: Putting research into
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Dibb, S. and Simkin, L., 2013.Marketing essentials. Cengage Learning.
Getnet, E., Kedir, A. and Yousuf, J., 2014. Challenges and Prospects of ICT Use in Agricultural
Marketing: The Case of East Hararghe Zone, Oromia National Regional State,
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Hsu, Y., 2011. Design innovation and marketing strategy in successful product
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Hugos, M.H., 2011. Essentials of supply chain management (Vol. 62). John Wiley & Sons.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
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Kennedy, A.M. and Parsons, A., 2014. Social engineering and social marketing: why is one
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Lin, M.J. and Wang, W.T., 2015. Explaining Online Customer Repurchase Intentions from a
Relationship-Marketing Perspective: An Integration of the 4Rs Marketing Strategy and
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Lipsman, A. and et. al., 2012. The power of “Like”. Journal of Advertising research. 52(1).
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Nguyen, B. and Simkin, L., 2012. Fairness quality: the role of fairness in a social and ethically
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Online
Marketing Mix of McDonalds. 2016. [Online]. Available through:
<http://www.marketing91.com/marketing-mix-mcdonalds/>. [Accessed on 27th October,
2017].
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