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Marketing Functions in an Organisation

   

Added on  2021-02-20

11 Pages3083 Words196 Views
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HOSPITALITYMARKETINGESSENTIALS
Marketing Functions in an Organisation_1

Table of ContentsTASK 1............................................................................................................................................3P1. Key roles and responsibilities of marketing functions within an organisation.....................3P2. Interrelationship of marketing functions with other functional units of an organisation.....4TASK 2............................................................................................................................................5P3. Comparison of 7P's of marketing mix in organisational context..........................................5TASK 3............................................................................................................................................9P4. Covered in PPT.....................................................................................................................9CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10
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INTRODUCTIONMarketing is a process which is undertaken by every company to promote and advertisethe buying and selling of products and services (marketing, 2019). It is an activity whichincludes good innovation and communication skills to deliver or exchange the products (Gibsonand Parkman, 2018). In order to achieve long term success, company need to conduct research ofrequirement and demand of customers and find a solution by using appropriate approaches andconcepts for it and their purpose is to increase overall sales and profitability of company. Thisreport is in the context of Intercontinental hotels group which is a British multinationalhospitality company, headquarter in Denham, UK and founded in 1946. It provide its services atglobal level and has around 180 hotels and resorts. This assignment is based on the concept ofmarketing in hospitality industry and explains its roles and responsibilities which is used inanalysing that how marketing influences the other departments. It also contains interrelationshipwith the functional departments and also analyses their importance in the context of anorganisation. It includes the comparison an organisation with its competitors in order to analysethe different tactics and at last marketing plan is prepared. TASK 1P1. Key roles and responsibilities of marketing functions within an organisationMarketing is a business process which helps in building the relationship with customersand also bridges the differences between them. It is a main element of business environmentwhich is used increasing the sale, revenues and profitability of an organisation (Ong, Lee andRamayah, 2018). Hospitality industry contains various food and services, entertainment sectorsand many more. This industry is developing very fast but does not include changes with it.Functions of marketing helps in identifying the success of product and this identification processinvolves market research, sales, promotion and other related activities (Cheng and Chen, 2017).Various roles and responsibilities are as follows:Market research: It is an important role which is used in identifying the demand andrequirement of the market. Companies conduct this in order to gain competitive advantage of theenvironment and to understand the behaviour of customers (Björk and Kauppinen-Räisänen,2016). It provide appropriate data and figures which is helpful in facing various challenges bycompany. In the context of Intercontinental hotels group, their main responsibility is to conduct
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research of their targeted market to gain competitive edge. Moreover, it is helpful in collectingthe relevant information. Product development: Here marketing department determines the sale of products andservices in order to look for the various opportunities which is helpful in innovation of newproducts (Rahman, 2019 ). To develop its products, Intercontinental hotels group need todetermine the market and its conditions in order to launch its products. Brand value: It is an image of the products and services which company shares withinthe external environment. It is type of marketing strategy which is maintained by top levelmanagement and marketing department. Marketing department of Intercontinental hotels groupis responsible making communication which creates brand image and make sure that theyconvey these ideas and communication in an unified manner. Promotional campaigns: Here, marketing department develops different promotionalstrategies which is helpful in attracting customers and advertises the brand of company (Altinay,Paraskevas and Jang, 2015). It revolves around the budget, action plan and targeted audience.Here, Intercontinental hotels group need to focus on social campaigns for creating awarenessamong customers regarding their offerings. Customer relationship services: If an organisation want to get success then customersatisfaction is their main objective as market is customer oriented (Jolliffe, 2016). Hence,Intercontinental hotels group perform various marketing functions such as after sales services,handling complaints of customers and information and many more. P2. Interrelationship of marketing functions with other functional units of an organisationMarketing department need close link with other key areas of an organisation whichhelps in ensuring the long term success and also for attaining the organisational objectives of anorganisation. The interrelationship among other departments are as follows:Marketing and Sales department: Both the departments are separate and performdifferent functions in an organisation. Sales department ensures the development of relationshipwith customers and then convert it into sales which results in increased productivity whereasmarketing department emphasis on providing the information about the offerings of the companyby its promotional techniques and strategies in order to develop wide customer base (Camilleriand Neuhofer, 2017). In terms of Intercontinental hotels groups, its marketing department hasmade things easier of its sales team in order to connect with its customers effectively and its
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