Morrisons Marketing Essentials: Functions, Roles, and Responsibilities

This report provides an overview of marketing essentials with a focus on Morrisons Supermarket Plc, the fourth-largest retailer in the United Kingdom. It examines the roles and responsibilities of the marketing function within the organization, emphasizing their connection to the wider organizational context. Key marketing functions such as effective market research, scrutinizing customer needs, enhancing customer satisfaction, and profit maximization are discussed in detail. The report also explores the relationship between the marketing department and other departments, including Human Resources, Information Technology, and Production. It concludes by highlighting the importance of the marketing function in driving promotional activities and achieving business objectives, supported by references to relevant academic sources.

Marketing Essentials

Table of Content
• Introduction.
• Overview of Morrisons.
• Roles and responsibilities of marketing function.
• Roles and responsibility of marketing function relate to wider organisational context.
• Conclusion.
• References.

Marketing is a systematic practice in which companies assort for promoting their products
and services in marketplace to provide essential benefit to customer to fulfill their needs and
wants (Amiri, 2016). The main purpose of marketing by any organization to gaining
competitive advantages and influence more customer through their branding which
improves sales performance of company. Function of marketing is having necessity to firms
as it helps to build strong relationship with customers.
Introduction

In this report, the organisation has selected
Morrisons Supermarket Plc which is fourth largest
chain of retailer venture in United Kingdom. It
was founded in 1899 by William Morrison . They
have annual revenue of 21,666 million with
actively number of workforce contribute their job
role 165,000. The topics are covers in report
discuss different roles and responsibility about
marketing function as well as organisation
context. To elaborate marketing mix by opting
two companies within 7ps along with appropriate
marketing plan for selected organisation
Overview of Morrisons

In every organisation marketing department
performs various roles and responsibilities related
with marketing promotion activities which
integrate brand value in competitive marketplace.
Roles and responsibilities of marketing function

There are some significance roles and responsibility with related to marketing department
aspects are:
Roles and Responsibilities
Effective Market Research: This role is consider first stage by executing any brand for
marketplace a proper market research plays important role to collecting, procuring and
recording to analysis in framework of graphical or numeric terms (Braciníková and
Matušínská., 2017). The objective of marketing research is identifies and assess about the
changing elements of marketing mix impact as per consumer behavior and attitude.
Similarly, marketing team of Morrisons Stores conducts market research for assessing each
customers their taste and preferences.
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Scrutinize needs of Customer: By identifying changing of customer needs where it
determines about needs and wants of consumer as per their attitude and behavior
perception. Through customer base data company can rectify about their preferences,
suggestion related with product and perception for product demand in current marketplace.
As per Morrisons Stores, role and responsibilities of marketing manager or team to
investigate the people expectation for focusing in particular product's manufacturer basis as
per their high requirement for people which can be useful for them.
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Enhancement Customer Satisfaction: This has
play major role of marketing department in which
they are responsible for getting predicting that
customer satisfaction through product and
services that makes fulfill expectation of people
(Brychkov and Domegan., 2017). As per market
department of Morrisons Stores, their marketing
ensures about their product quality as per
customer expectation which they fulfill effectively
manner.
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Profit maximisation: This is main motive of every marketing function where they contribute their
responsibility to devise and innovative strategic procedure where it will help to promote their product
and customer. By adding of more specification to making it efficient and productive which increase
sales of company. In perspective of Morrisons Stores, their marketing team implies new unique form of
strategy that helps to increase in profits and by providing efficient oriented product can helps to
generate positive productive revenues for company growth.
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As in organisation there is relationship between departments with purpose of achieving the
objective. Marketing department is having different roles and responsibility for task related
they presumes which having scope of wider organisation that ensures constant level of
business operation regulation. In Morrisons Stores working department having relation
which they perform together and it brings beneficial that helps to perform in department
with other department as follows:
Roles and responsibility of marketing function
relate to wider organizational context

● Marketing relation with Human resource Department: The human resource
management is presumes to generate workforce in organisation as they effectively
provides potential candidates with high influence of skills and knowledge that increase
credibility. Performances of manpower are more important where their productivity
would enhance positive outcomes (Duffett, 2017). As in context of Morrisons Stores,
the human resource and marketing department commence work together as certain
situation, if marketing demand more manpower Human Resource department provides
high competency of employees which fulfill marketing requirement.
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Marketing relation with Information Technology(IT) Department: The Information
Technology department in company is having responsibility to facilitates new
advancement of resources and smart technologies equipment which brings high
efficiency. As Information Technology department of Morrisons Stores is having job
role for handling IT inventory for updating technology and high quality of equipment at
workforce.
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