The Role of Marketing Functions and Skills in Contemporary Business

This essay provides an in-depth analysis of marketing functions within business organizations, using Cadbury as an example. It defines marketing and outlines its key functions, including promotion, product management, pricing, distribution, and information management. The report also emphasizes the importance of marketing in monitoring market trends, fostering innovation, driving economic development, and increasing product awareness. Furthermore, the essay discusses personal, interpersonal, and professional skills necessary for marketing professionals, highlighting their impact on creating a positive work environment, enhancing productivity, and achieving organizational goals. It concludes that effective marketing practices and skilled professionals are crucial for organizational growth and success in the contemporary business environment. Desklib offers similar solved assignments and past papers for students.

Essay

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
4.1 Define Marketing..............................................................................................................3
4.2 Functions and roles of marketing.....................................................................................3
4.3 Importance of marketing department in different types of organisation..........................5
5.1 Define personal, interpersonal, and professional skills and behaviours. Add a few
examples to justify your answer.............................................................................................6
5.2 Describe how personal behaviour relates to work in the contemporary business
environment............................................................................................................................6
5.3 Describe how interpersonal skills relating to work in contemporary business environment7
5.4 Describe how professional skills relating to work in contemporary business environment. 7
CONCLUSION................................................................................................................................8
REFERENCES ...............................................................................................................................9

INTRODUCTION
Marketing function in an organisation is determined as activities and practices organised
and regulated in order to promote and advertise an business organisation as well as products and
services offered by the same. For instance, development in marketing is determined as
consideration and implementation of strategies and initiatives in order to advance and improvise
existing marketing practices and activities. Moreover, primary and major role of marketing lies
in promotion of business entity as well as ensuring efficient customer experience. The foremost
scope marketing is determined as Product planning, forecasting of market trends, advertising,
after sales services, etc. Furthermore, different business organisations requires application of
different marketing practices and activities according to their particular need and purpose of
regulating business activities and operations (Pride and Ferrell, 2021). The report assessment will
be comprised of insightful knowledge of marketing function organised in Cadbury.
MAIN BODY
4.1 Define Marketing
Marketing function is defined as actions or activities organised with a set of guidelines
and instructions to be followed in order to promote products and services offered by an business
organisation. For instance, it in comprised of various practices including forecasting of consumer
demands, setting up of attainable goals, consideration and execution of most suitable practices in
marketing, etc. Moreover, this business function plays a crucial role in organisation success and
growth with contributing several values towards the same. It facilitates in identification and
determination of target consumer base which is further taken into consideration in order to
design and develop efficient strategies to be implemented. Furthermore, marketing function
involves product or service management, information management, efficient supply chain,
promotion, etc. which further results in ensuring growth and development of business entity
(Jobber and Ellis-Chadwick, 2019).
4.2 Functions and roles of marketing
Cadbury is among leading multinational companies engaged in manufacturing and selling
confectionery food products into consumer market. Marketing function organised in respective
organisation facilitates in promoting and advertising products offered by company. Moreover,
primary and major functions of marketing in respective company are as follows:

 Promotion: It has been considered as major and primary function of marketing function
in respective organisation which deals in spreading awareness of food products offered
into market. Moreover, it includes various means of marketing including social media,
search engine optimisation, public relations, sponsorships, etc. for carrying out practices
and activities.
 Product Management: This function of marketing contributes in designing and
development of new confectionery products as well as improvisation in existing products.
For instance, it facilitates in providing efficient products to consumers in order to fulfil
consumer needs and demands.
 Pricing: This function of pricing allows respective organisation in identification and
determination of factors and aspects that could impact upon pricing of food products
offered by company. For instance, these factors and aspects are taken into consideration
in order to set up appropriate price for company's products.
 Distribution/Supply chain: As Cadbury is engaged in providing their products into
consumer market with the use of retailers as mediators in selling products to customers.
In addition to that, this function of marketing facilitates in effective supply chain
management in order to ensure fulfilment of consumer demands and supply of products
into market (Czinkota and et. al., 2021).
 Information Management: It contributes in collection and analysis of information and
data required for respective organisation in order to develop efficient strategies as well as
improvising existing strategies taken into account.
Role of marketing
 Fulfilment of customer needs: The primary role of marketing function lies in
identification and fulfilment of consumer needs and desires. For instance, forecasting and
determination of market trends and consumer demand facilitates in designing and
development of suitable and appropriate product to be served into consumer market.
 Accelerates organisation growth: Marketing function organised in Cadbury allows
company to attract additional customer base as well as retain existing customer base.
Therefore, it results in ensuring and accelerating organisation growth and development
with implementation of suitable strategies.

 Efficient offering: With the access to information of current market trends and consumer
demands, it result in an opportunity to respective organisation to develop efficient
products as well as improvising existing ones. Thus, it contributes in serving efficient
products into market as well as ensures achievement of customer satisfaction (Elfeky,
2018).
4.3 Importance of marketing department in different types of organisation
Business organisations have necessity of marketing function in order to attain higher
efficiency in carrying out operations and activities. For instance, different business organisation
requires different marketing strategies and practices according to their purpose and particular
operations. Moreover, importance of marketing functions in an business organisation lies in
various aspects which are a follows:
 Monitoring market trends and competition: it is determined as identification and
continuous monitoring of market trends as well as competition of business into market. In
addition to that, it facilitates in being aware of business environment as well as
development and implementation of efficient marketing strategies in order to cope up
with changes in business environment. Therefore, it allows companies in maintaining
efficient market position as well as preventing upcoming threats to business (Koprowska,
2020).
 Innovation: Information and knowledge acquired through marketing practices facilitates
in innovation of products and services in order to serve customers with better quality
products and services. For instance, information and knowledge in marketing practices
includes consumer demands, forecasting of market trends, technological change, etc.
Therefore, it further contributes in innovation in existing as well as development of
advanced and efficient products and services.
 Economic development: Efficient marketing practices organised by different business
organisations contributes in overall economic development. For instance, it facilitates in
organisational success and growth which directly results in overall economic
development. Furthermore, increasing marketing practices and functions is constantly
contributing into employment generation in order to carry out marketing practices and
activities. Therefore, it facilitates business organisation in contributing values towards
economic development of nation (Lansdell, Marx and Mohammadali-Haji, 2020).

 Awareness of products: The primary and foremost purpose behind marketing practices
is to spread awareness of products and services offered by particular business
organisation. Therefore, it results in increasing overall sales of company's offerings into
market.
5.1 Define personal, interpersonal, and professional skills and behaviours. Add a few examples
to justify your answer
In order to carry out marketing practices and activities, representatives engaged in same
requires skills and behaviour in order to efficiently execute and accomplish completion of the
same. Employees engaged in marketing practices in respective organisation are comprised of
various skills which are determined as follows:
Personal skills
It is determined as skill and abilities of individual that facilitates employees in interacting
with each other in a positive manner. For instance, effective communication and interaction
plays a crucial role in carrying out operations and activities in an efficient manner. It facilitates
in expression and understanding of ideas and opinions of workforce involved in these practices
and activities (Jabłoński and Jabłoński, 2020). Furthermore, primary and major skills required by
marketing employees of Cadbury includes effective communication, problem-solving,
adaptability, etc.
Interpersonal skills
These skills are also referred as social skills, which allows an individual to form and
maintain healthy relationship with people in society over specific and particular purposes.
Referring to respective organisation, employees engaged in marketing practices have efficient
interpersonal skills which facilitates them in maintaining healthy customer as well as market
relation. Furthermore, major and primary interpersonal skills are determined as self-confidence,
emotional intelligence, listening skills, flexibility, etc.
Professional skills
It in determined as individual skills and abilities that facilitates in succession and
personal growth of individual with reference to career and profession. For instance, these skills
and abilities allows an individual in efficient completion of tasks and responsibilities in
workplace. Furthermore, primary of these skill includes teamwork, leadership, critical thinking,
self-motivation, etc.

5.2 Describe how personal behaviour relates to work in the contemporary business environment
Being a major element of contemporary business environment, personal behaviour of
employees in the workplace directly impacts upon activities and operations carried out in the
contemporary business environment. For instance, it involves skills and abilities of an individual
which facilitates in effective communication among employees engaged in a workplace.
Appropriate and suitable personal behaviour of employees results in development of positive
working environment as well as enhances productivity in workplace. Moreover, management
representatives in respective organisation are determined at regulation of appropriate and defined
personal behaviours of employees in workplace which contributes in development of formal
approach to communication as well as systematic working environment (Berthon, and et. al.,
2020). Furthermore, it also allows management of Cadbury in eliminating conflicts and disputes
raised due to informal approach implied in workplace. On the other hand, inappropriate
behaviour of employees often lead to degradation of productivity in workplace which results in
being a barrier towards organisation growth and development.
5.3 Describe how interpersonal skills relating to work in contemporary business environment
Interpersonal skills plays a crucial role in efficient completion of work in an workplace as
it deals with ability of individuals in developing and maintaining healthy relationship with other
people. For instance, it is determined as soft skills that facilitates in effective communication in
workplace in order to maintain healthy relationship with other individuals. Referring to
respective organisation, management representatives are determined at maintaining efficient
performance of workforce with determination of appropriate interpersonal skill and behaviour.
Furthermore, it results in effective flow of communication which allows employees sustaining
healthy relationship within employees engaged in carrying out activities and operations in
workplace. On the other hand, inefficient interpersonal skills and behaviour of employees often
lead to degradation of productivity in workplace in carrying out activities and operations.
Therefore, efficient interpersonal skills influence positive working environment which facilitates
in achievement of organisational goals and objectives (Purwanto, and et. al., 2019).
5.4 Describe how professional skills relating to work in contemporary business environment
The primary importance of professional skills lies in succession in professional career
and occupation. For instance, these skills facilitates in carrying out important activities and
practice that are essential for an individual's profession or occupation in an efficient manner. In

addition to that, efficient professional skills contributes in development of creative approach in
an individual engaged in profession or occupation. Referring to respective organisation, these
skills and abilities of workforce facilitates in effective completion of assigned tasks and practices
in order to achieve desired goals and objectives of company. Major of these skills includes
teamwork, initiative, ability to learn and execute, creativity, leadership, etc. Furthermore, these
skills and abilities of employees engaged in workplace of respective organisation contributes in
organisation growth and development with achievement of defined goals. On the other hand,
poor organisation skills often lead to degrade efficiency and productivity of employees in
carrying out business operations and activities as well as also leads to raise conflicts due to
informal approach (Hamilton and Webster, 2018). Therefore, efficient professional skills results
beneficial for both organisation as well as individual's personal development with various skills
and abilities.
CONCLUSION
From the above assessment report it could be concluded that representative engaged in
carrying out marketing functions in respective organisation contributes in organisational growth
and development. It determines various essential role, function, and importance of marketing
practices in different types of organisations. Moreover, it also involves importance of personal,
interpersonal, and professional skills in contemporary business environment. Furthermore, it
determines how these skills impacts upon organisation in contemporary business environment.

REFERENCES
Books and Journals
Pride, W. M. and Ferrell, O. C., 2021. Foundations of marketing. Cengage Learning.
Jobber, D. and Ellis-Chadwick, F., 2019. EBOOK: Principles and Practice of Marketing, 9e.
McGraw Hill.
Czinkota, and et. al., 2021. Marketing Management: Past, Present and Future. Springer Nature.
Hamilton, L. and Webster, P., 2018. The international business environment. Oxford University
Press.
Elfeky, A. I. M., 2018. The effect of personal learning environments on participants’ higher
order thinking skills and satisfaction. Innovations in Education and Teaching International.
Koprowska, J., 2020. Communication and interpersonal skills in social work. Sage.
Lansdell, P., Marx, B. and Mohammadali-Haji, A., 2020. Professional skills development during
a period of practical experience: Perceptions of accounting trainees. South African Journal of
Accounting Research, 34(2), pp.115-139.
Jabłoński, A. and Jabłoński, M., 2020. Social Issues and Sustainability in Contemporary
Business. In Social Business Models in the Digital Economy (pp. 1-24). Palgrave Macmillan,
Cham.
Berthon, and et. al., 2020. Towards a conceptualization of secrecy in marketing. Journal of
Strategic Marketing, pp.1-16.
Purwanto, and et. al., 2019. Study the importance of business ethics and ethical marketing in
digital era. Journal of Critical Reviews, 6(5), pp.150-154.