Marketing Essentials Report: Marketing Role & Interrelation Analysis

This report delves into the core concepts of marketing, providing a comprehensive analysis of different marketing processes, with a specific focus on their application within Morrison Supermarket. It explores the role and responsibilities of a marketing manager, highlighting their crucial functions in analyzing market conditions, identifying promotional tools, and communicating with other departments. The report further examines the interrelation between the marketing department and other functional units, such as customer service and human resources, emphasizing the importance of communication and collaboration. Additionally, it analyzes the value and importance of the marketing role within the organization, showcasing its impact on customer relationships, market segmentation, and overall business success. The report utilizes real-world examples from Morrison to illustrate key concepts and provide practical insights into the field of marketing.

Marketing Essentials
PART1

Table of Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
1. An overview of different marketing processes........................................................................3
2. An Explanation of the role and responsibilities of a marketing manager in the context of the
organization..................................................................................................................................5
3. An analysis of how marketing influences and interrelates with other functional departments
of the organization.......................................................................................................................7
4. An analysis of the value and importance of the marketing role in the context of the
organization..................................................................................................................................9
Conclusion.....................................................................................................................................11
References......................................................................................................................................11

Introduction
Marketing is a broad concept which covers activities like analysing market and
marketing trends, identifying targeted customers, analysing need and wants of customers,
analysing best promotional tools for the product and many others. Marketing department has
direct connection with their customers (Shafei and et. al., 2020). They interact with customers on
face to face mode; they collect the feedback through e-mails, social Medias and etc. Recent
trends of marketing are “Digitalization”. Today most of the companies opt digital mode for their
marketing. They use social media, hoardings, TV advertisements and etc. for promoting their
products. Some future trends which are planning now will change the condition of marketing
activities in future. Some future trends are “The rise of voice marketing” which includes such
technology which will allow contextual interactions with its customers without any presence of
human being. Here, a machine will solve all the queries of customers and identify their need and
wants by with interaction with them and convey the message to other departments of company.
Morrison is a chain of supermarket which is founded in 1899 by William Morrison. Its
headquartered is located in Bradford, UK. The following report covers different marketing
process, role and responsibilities of marketing manager, interrelation of marketing department
with other functional departments and value and importance role of marketing in context of
Morrison.
Main Body
1. An overview of different marketing processes
Marketing is the broad concept where it consists to manage the product from
manufacturing till its sell to end customers. Here, companies analyse marketing conditions,
marketing trends, targeted audience, promotional activities and many others. Most important
factor of marketing is promotion of products. Here, companies adopt different days to aware

their customers. Marketing is basically done to know the demand of customers so that product
will be modified accordingly to gain the satisfaction of customers. Another main feature of
marketing is to aware customers about the products and services and establishes a reputed brand
image. Marketing process is the step wise procedure which involves how a company conduct its
activity to fulfil the need and satisfaction of customers. It involves identifying customer’s
problems, analysing marketing opportunities, analysing best promotional tool for product,
analysing targeted audience and their behaviour and there are many other things which is
involved in marketing process (Okumus and Cetin, 2018). In context of Morrison, their
marketing process is mentioned below-
 The first thing is to scan the existing environment. Scanning the environment help the
company to know the new trends in market so that they will work according to new
trends to attract more customers.
 Secondly, Morrison will analyse their internal environment that which type of products
they are producing and what kind of services they are offering.
 After this their marketing department match the current environment to internal
environment of company to analyse the gap between them so that in case they are lacking
behind to follow new trends then they will make changes in their business processes. After making changes their marketing department continue to monitor that their change
in product or services help them to achieve success or not. In case they grow well with
new changes then they continue the process to follow but in case new change did not
impact anything to company then Morrison again analyse market and make changes
according to that.
Concept of marketing-
The production concept- Here, customers are supposed to focus on quantity of products and
services. Here, customers prefer to buy those goods which include more quantity in fewer prices
by ignoring the quality.
The product concept- Here, customers are more aware about the quality and demanded
qualitative products in less or appropriate price.
The selling concept- Here, companies sell only that much of products which is produced
by them without bothering about the market demand and needs. It is also called aggressive

selling because here, companies focus to influence customers to purchase their products which
are manufactured.
The marketing concept- Here, companies more focus to adopt different ways of
promotional strategies and they belief to compete with their competitors for gaining profit. Here,
customers are known as king of the market.
The societal concept- Here, companies get to know that they can gain the trust of
customers after doing something good for society. Hence, here companies adopt CSR activities
to gain the trust of customers.
Comparativeness of marketing concept-
Production concept and product concept- Production concept is the concept where
customers purchase products only by considering the quantity. They prefer to purchase those
products which are sold in more quantity and in fewer prices. On the other hand product concept
include that customers purchase those products which has good quality. Here, customers choose
quality rather than quantity.
Selling concept and Marketing concept- Selling concept is the marketing concept where
companies sell their products on the basis of their own requirement. They did not bother about
customers demand. Here, they first produce goods and then they sell their goods according to
their production. On the other hand marketing concept includes analysing marketing demand
first then according to marketing demand they produce products. Here, products are modified
according to customers’ needs and wants.

2. An Explanation of the role and responsibilities of a marketing manager in the context of the
organization
Marketing manager is assigned to handle the department of marketing within an organization.
The role and responsibilities of marketing manager in context of Morrison are explained below-
 Analyze marketing conditions- This is the major role marketing manager to identify
their marketing situations in which their business is conducting (Hidayatullah and et. al.,
2019). In context of Morrison, they are dealing in retailing sector so the main role of their
marketing manager is to analyze the new trends in market in retailing sector. They are
supposed to identify that how customers will more attracted toward Morrison to purchase
their products.
 Identifying best promotional tool- Here, the marketing manager is responsible to
identify which promotional tool will provide them maximum benefit. In context of
Morrison, their marketing manager conducted that they can gain more fame by
advertising a TVs, hoardings and on Social media. Most of the time they use digital
marketing for their promotion. Their marketing manager also found out that offering
discounts also help them to promote their products by attracting more customers.
 Communicating to other departments- This is also the main responsibility and role of a
marketing manager to communicate to other department managers and pass the
information which is collected by them (Géczi, 2019). In context of Morrison, their
marketing manager collect the information about need and wants of customers then they
pass this data to other departments like manufacturer department so that they can make
changes in their products to fulfill customer’s satisfaction. Few years later Morrison’s
marketing department gets to know after their research and surveys in market that their
customers are unhappy with their packaging systems. Due to this reason, the number of
their customers is decreasing day by day. Marketing manager convey the message to
packaging department and also suggest some suggestions that what all changes customers
require. Packaging department work according to that and further on they again attract
customers with the change.
 Conduct market segmentation and targeting- Market segmentation is the process
which involves dividing of marketing into sub- groups to identify which group is
maximum beneficial for them and when the group is selected then that selected group is

called targeting. This is the main role of a marketing manager to identify their targeted
audience so that they can produce their products or services according to them (Elrod and
Fortenberry, 2018). In context of Morrison, they segmented their market into many
groups but they mainly target to some groups like their main targeted audience are those
who fall in the age category of 25- 45 and include all professional customers. They
targeted both gender males and females and their main focus is on those customers who
show customer loyalty and purchase regularly from their stores only. All this information
is collected by their marketing manager.
 Maintaining good relations with customers- This is the main role of marketing
manager to maintain a good relationship with its customers because it will help them to
know what their customers want and what are the feedbacks form customer’s side.
Gaining customer’s trust will help them to grow high by identifying their need and wants
and with good relations they can also influence their customers to purchase their product
by conveying them the benefits of purchasing products from their stores. In context of
Morrison, their marketing manager has good relations with their customers and even they
have personal contact of their few loyal customers to identify what they need and to pass
the message about discounts and offers at their stores.
 Handling their department and work under a budget- It is very important role of a
marketing manager to monitor the performance of the employees in marketing
department and develop them in case of any issue. Secondly, marketing manager is
responsible to conduct their marketing activities under a fixed budget which is set by
their company (Diaconescu, 2020). In Morrison, their marketing manager always conduct
all their department activities under a fixed budget and in case they require additional
budget them they conduct a meeting with senior authority to give then reason for
additional budget. Their marketing manager handles their employees perfectly by
clearing the job duties of each employee under their department.
3. An analysis of how marketing influences and interrelates with other functional departments of
the organization
It is important for marketing department to communicate with other departments on
regular basis to promote free flow of information within organization. Another reason for having

good relations of marketing department with other departments is that marketing department has
direct contact with their customers (Yunus and et. al., 2019). Hence, marketing department
knows the needs and wants of customers and other marketing trends which are essential
information for whole organizational department to know. Hence, here is the interrelation of
marketing department with other department and importance of their interrelation in context of
Morrison are explained below –
Marketing department and customer service department- It is important have good
interrelation between these two departments because marketing department help customer
service department by telling them about their targeted customers and customer contact to
customer service department so customer service department help marketing department to know
that what the common issues are of their customers so that they can conduct marketing research
and surveys. In context of Morrison, their customer service department has calls from their
customers who complain about their products or services and their marketing department help
customer service department by providing them contact of their targeted customers. Hence, good
relationship and good communication between these both departments help each other to solve
the issues of customers.
Marketing department and Human Resource department- Marketing department
help HR department to make good decisions by suggesting them information about marketing
conditions and with the help of these information HR managers make some strategies and
policies which is essential to follow by their employees to fulfill customer’s satisfaction (Al
Badi, 2019). In context of Morrison, their HR department asks for marketing new trends and
behavior of customers toward their existing product to make some powerful strategies for
organizational benefit. Hence, their marketing manager helps them to give information about
current marketing trends and sometimes with their research and surveys they also help HR
manager to provide them future marketing trends so that HR manager will make some decisions
for organizational benefit. On the other hand HR department help marketing department by
conveying them some decisions and rules and regulations under which they have to work. HR
department help marketing department by telling them their organizational policies and other
decisions which is essential for organizational growth.
Marketing department and finance department- The interrelation between these two
departments is important for organization. They both help each other like finance department

help marketing department by providing them finance for their activities and by providing
appropriate budget for them to conduct marketing surveys and research (Slootweg and Rowson,
2018). On the other hand marketing department help finance department by telling them their
investment value in market in customers point of view. In other words marketing department
collect the information of customers experience for the company and passes the information to
finance department so that they can make changes in their investment plan and invest in those
areas only where they get maximum benefit for the organization. Same happen in Morrison; their
marketing department collects the brand preference, experience, opinions and many other factors
from their customers that what is the special part of company who help them to choose Morrison
for shopping and many others. Then this information is passed to finance department by
marketing department. Finance department analyze the records and make investment according
to customer preferences. The more preferred activity of organization from customers will get
more investment to develop. On the other hand Morrison’s finance department help their
marketing department by explaining them the fixed budget for their department and how they
can work under the fixed budget.
Merchandise/Inventory department and Marketing department- Inventory
department is responsible for managing their inventories and delivering their products which is
kept in warehouses at right store on tight time whenever they need. Marketing department not
only analyses external environment but it also conduct internal environment of organization
(Sharma, Ahuja and Alavi, 2018). In Morrison, their marketing department conveys the message
to inventory department that which store is having lack of which type of products and they
provide the list of goods with the store location. This help them to know merchandise department
that where they need to deliver their goods and sometimes merchandise department contact to
suppliers for urgent supply of goods. Merchandise department help marketing department by
delivering goods at their stores and secondly they also help marketing department to provide
information about their suppliers and the quality of raw material so that they can take decisions
to retain their suppliers or to switch to another suppliers.

4. An analysis of the value and importance of the marketing role in the context of the
organization
Marketing department plays an important role in every organization because today’s
market work with customer centric which means they believe that their customers are king of the
market and customers can decide that which company should grow and which should not by
company’s quality of products and services (Hanzaee, Sadeghian and Jalalian, 2019). A good
quality offered company with good services always becomes the first choice of customers then
other companies. Hence, it is important to know their need and wants to fulfill their satisfaction
level to make them happy. Marketing department help to analyze markets need and wants for
companies. Hence, marketing department is important for any company to become successful.
The importance of marketing roles in context of Morrison are explained below-
 Marketing research and surveys is the role of marketing department which plays an
important role for Morrison to get success in future. Morrison is a retailing company for
which customer preference and attitude is much important to know so that they can sell
their products according to that. Hence, researches and surveys help the company to
know about their customers and their living areas so that Morrison will open their store in
crowded area to get more profit.
 Another marketing role which is important and valuable for Morrison is identifying best
promotional tools for the company. There are many retailing companies in UK. Hence
they can aware about the products and services to their customers through their
promotional tools and these promotional tools are set by their marketing department.
Marketing department help those to suggest best promotional tool which convey their
message to large targeted audience at once. Hence, their marketing department suggests
them to use digital way of promotion (Elrod and Fortenberry, 2018). Therefore, they use
social media, hoarding and e-mails for promotion of their stores and it really works. They
have noticed sudden increase in customers for their business when they started using
digital methods for promotion. Hence, this marketing role in valuable for Morrison to
increase their sale and profit by choosing appropriate promotional tool which is suggested
by marketing department.
 Another essential role of marketing is to collect customer’s feedback whether they like or
dislike the products and services of the company. Morrison’s marketing department send

their feedback forms through the e-mail of their customers and ask them to fill it and
resend it. The marketing department records all feedbacks and notices the basic issue of
their targeted customers. Hence, this issue will passes to higher authority to take
decisions to correct them. This marketing role helps the company to know whether they
retain their product and services or they are required to change their product and services.
In case they receive positive feedback which means their customers are happy with them
and they can continue to their existing product and services. In case they receive negative
feedback them they need strategies to change their products (Christofi and et. al., 2018).
Therefore, this marketing role of collecting feedback from customers help the Morrison
to know that whether they are supposed to work in a similar way or they need changes to
fulfill customer needs and wants.
Conclusion
From the above information it is clearly concluded that marketing department is one of
the most important department for organisational growth. There are many roles and
responsibilities of a marketing manager like conducting research and survey, analysing
customers need and wants, collecting feedbacks, selecting best promotional tool and many
others. All these roles of marketing manager are essential for company growth. It is also
concluded that having good interrelation of marketing department with other department also
help the company to achieve their organisational goal.
References
Books and Journals

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