Assignment on Duties nad Responsibilities of Marketing Officers

MARKETING
ESSENTIAL
1

Table of Contents
INTRODUCTION...........................................................................................................................3
Part 1................................................................................................................................................3
P1 Explanation about the key duties and responsibilities for the marketing officer and
proposed structure and operation of marketing department...................................................3
P2 Explanation about the roles and responsibilities will assist in attaining organisational
objective.................................................................................................................................4
Part 2................................................................................................................................................5
P3 Comparison of marketing mix with other corporation in the transportation industry......5
P4 Development of the marketing plan..................................................................................7
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14
2

INTRODUCTION
In an organisation, marketing is a very significant activity by which firm can introduce,
promote and advertise its product and services in the market. It is a process under which seller
and buyer exchange the product and services and its value is determined in terms of money. In
the absence of marketing, corporate can not carry out its business functions and activities. The
present report is based on the concept, roles and responsibility of the marketing toward the
organisation objective (Dhar and Varshney, 2011). In this assignment, duties and responsibilities
of marketing officers and proposed structure and operation of the marketing department has been
systematically discussed. In addition to this, marketing mix of the new transportation company “
Your Destination” has been also studied. Furthermore, a systematic marketing plan for the
national wide expansion of the cited venture has been also addressed in this report. The major
objective of this report is to understand the implementation of marketing plan and strategy in the
company for attains its objective.
Part 1
P1 Explanation about the key duties and responsibilities for the marketing officer and proposed
structure and operation of marketing department
As per the given case scenario, new transportation company “ Your Destination” is specialised
with private personal hire to industrial level transportation facilities. The major aim of this
organisation is to grow the fastest manner and compete with national express who is the market
leader. In this corporation, marketing manager plays a very crucial role who carry out marketing
activities and functions (Ferrell and et.al., 2014). In order to conduct and attain the marketing
activities, manager have very crucial participation within the company. There are various kinds
of roles and responsibility of marketing manager which are as follows-
 Identify present and probable customers- This is one of the significant responsibility of
the marketing manager under which manager have to diagnose the customer in the
market for company’s product and services (Goldfarb and Tucker, 2011). It is great
responsibility of marketing manager is to identify the potential customer for enhance
company sales and profitability. Attract the large numbers of customer is major role of
the marketing manager in the new transportation company “ Your Destination” .
 Managing customer demand-It is another responsibility of marketing manager to manage
the large customer demand in the market.
3

 Conduct market research and external opportunities- This is another one of the most
significant responsibility of the marketing manager is to conduct market research and
identify the actual customer needs and wants (Homburg, Jozić and Kuehnl, 2015). It is
major role of manager to conduct research so as company can easily know the available
numbers of customer, their expectation or demand for commodities and available
competitors who serve similar product and services.
 Influence customers-Attract and influence customer is another great responsibility of
marketing manager in the marketing department (Singh and Armo, 2016). In addition to
this, manager have to resolve the issue and queries of customer related to the product and
services.
 Solution of the problems of employees- This is another major role of marketing manager
is to develop effective solution of the employees within the new transportation company
“ Your Destination” .If in the marketing department, any conflicts occurs then manager
have responsibility to resolve that issue and manage effective working environment.
 Design marketing objective- Marketing manager have to develop marketing objective in
an organisation. In addition to this according to set marketing objective, further activities
can conduct by manager (Pettigrew and Jongenelis, 2016).
P2 Explanation about the roles and responsibilities will assist in attaining organisational
objective
As per the above discussion it has been analysed that marketing have various kinds of roles and
responsibilities of the marketing officers in the marketing department. In order to attain the
organisation objective, manager have to play all of these roles and responsibilities toward the
company. In the context of new transportation company “ Your Destination” it has major
objective is to compete with national express who is the market leader (Veríssimo and
McKinley, 2016). The company is growing fast and after 3 year of successful operation with in
London and Essex, manager have taken the decision to become a national wide company with
branches in Manchester, Newcastle, Aberdeen and Glasgow. In order to attain its determined
objective, the roles and responsibility of marketing department can very helpful. The
contribution of roles and responsibility in attain organisation objective in the new transportation
company “ Your Destination” are as follows-
4