Marketing Roles, Responsibilities, and Organizational Context

This presentation provides a comprehensive overview of the roles and responsibilities of the marketing function within an organization, using Cadbury as a case study. It delves into key aspects such as identifying consumer needs and wants, ensuring organizational sustainability, widening the market, setting appropriate prices, selecting the right products, conducting market research, developing market strategies, advertising and promotion, driving sales, and building a strong brand. The presentation also examines the marketing department's interrelationships with other departments, including production, HR, finance, sales, R&D, operations, and IT. It highlights the importance of these interdepartmental connections for achieving marketing goals and objectives, emphasizing the need for effective communication and coordination. The dynamic nature of the marketing environment is discussed, underscoring the need for organizations to adapt and analyze customer needs continuously to develop products accordingly. The conclusion emphasizes the significance of marketing in reaching customers and achieving business objectives, highlighting the crucial role of management in fostering collaboration across departments.

Marketing Essentials

Table of Contents
 Introduction
 Roles and responsibilities of marketing
 Roles and responsibilities of marketing in a wider organizational
context
 Conclusion
 References

INTRODUCTION
Marketing refers to the different actions which the organizations
undertake so that they are able to promote their goods and services. This
presentation will focus on the various roles and responsibilities of
marketing function and their relation within a wider organizational
context.

Roles and responsibilities of marketing function
In an organization, the marketing department is required to play some
specific roles and responsibilities. These are explained as follows in the
context of Cadbury-
Meeting consumer needs and wants- There are different types of
needs and wants which a consumer may have in the market. Thus the
requirement on the part of marketing department is to make sure that
these are identified effectively.
Sustainability of the organization- In an organization, the focus of the
managers has to be on sustainability. This is required so that they are
able to ensure that a strategic advantage is gained over the competition
in the market by applying appropriate strategies.

Continued...
Widening of market- For organizations, it is
necessary to use specific strategies which can
ensure that they can widen their market and
target more customers. This helps a lot in the
enhancement of the overall market share
effectively and efficiently.
Setting a right price- Pricing is quite
important from the point of view of the
organizations. By setting a right price the
firms can make sure that they are able to
enhance the overall profits and achieve a
competitive edge over the competitors in the
market.

Continued...
Choosing the right products- The customers in the market have
certain requirements according to which goods are required to be
provided to them.
Market research- It is required from the marketing department that it is
able to perform a market research. Through it, the new needs and
requirements which the customers have in the market can be identified.
Market strategy- For the marketing department, it is quite crucial that
it frames a proper market strategy to be applied in the market.
Advertising and Promotion- The marketing department is required to
frame a specific strategy regarding it.

Continued...
Sales- Ensuring sales has to be
priority for the marketing
departments of the organizations.
Branding- Having a brand name has
to be priority for the firms in the
market. Thus Branding is a crucial
aspect which needs to be considered
by the marketing department.

Roles and responsibilities of marketing
department in wider organizational
context
The marketing department in the organizations is required to put its
focus on having good interrelations with the other departments. These
are explained as follows-
Relation of Marketing with Production department- The Production
department has to make sure that the goods are produced with the right
quality so that the customer is able to receive the required value for the
products for the price which has been paid to purchase these goods.
Relation of Marketing with HR department- The marketing
department has to cooperate and coordinate with the HR department
because for the purpose of making strategies and plans efficient and
skilled workers are required by the organization.

Continued...
Relation of Marketing with Finance department- The marketing
department also needs to cooperate with the Finance department in the
organizations. This is essential in Cadbury because there is a
requirement of funds to be provided for the purpose of application of
strategies and tactics.
Relation of Marketing with Sales department- The Sales department
in a firm has a task of ensuring that overall sales are enhanced in an
effective manner. Also it has to ensure that the revenues are increased
leading towards an increase in the profitability level.

Continued...
Relation of Marketing with R&D department- The business
environment of the organizations is quite dynamic in nature. It can
change anytime and thus new challenges can be created in the front of
the organizations which they are required to achieve.
\Relation of Marketing with Operations department- Marketing
department needs to cooperate and coordinate with the Operations
department in the organizations because the strategies and tactics which
are made by it will be applied by the Operations department.

Continued...
Relation of Marketing with IT department- The IT department in the
organizations is charged with the responsibility of ensuring that the IT
systems work perfectly and also the technological processes are quite
effective.

Analysis of roles and responsibilities of
marketing
The marketing environment in which a firm operates is quite dynamic
and ever-changing in nature. Thus it is required from the organizations
that they are able to operate effectively under it by specifically
analysing the needs and requirements of customers in a proper manner.
Development of products can be done accordingly. Thus in Cadbury, the
marketing department has to fulfil its roles and responsibilities which
will help the company a lot to be able to achieve its marketing goals and
objectives.