P2 Explanation of how roles and responsibilities of marketing relate to the wider organisational context, with reference to chosen organization Responsibilities of Marketing Department • The marketing departments have overall responsibility for growing revenue, increasing market share and contributing to company growth and profitability. • In a small business, the marketing department may just be one person, or it may include a marketing director or manager plus marketing executives responsible for functions such as advertising, publications or events. Strategy The senior member of the marketing department takes responsibility for setting marketing strategy in line overall company strategy and objectives. The strategy may be to increase share in specific market sector. …show more content…
Research helps the company market opportunities and gains a better understanding of customer needs. It also helps them understand competitors’ strengths and weaknesses, so they can act to protect business with existing customers or win business from weaker competitors. The departments can carry out its own research by studding industry reports, market data on websites, or by contacting customers and prospects to survey their needs and attitudes. Alternatively, they can brief a market research firm to carry out the research. Product Development The marketing department works with Internal or external product development teams to develop new products or improve existing ones. The department analyses sales of existing products and identifies gaps in the product range where there may be opportunities for the company. Marketing employees provide development teams with information on customer needs and preferences to help them identify the features or improvements to incorporate in new products. Later in the product development process, the marketing department sets prices and prepares plans to launch the product.