Roles and Responsibilities of Marketing Functions in eBay

Marketing
Essential
STUDENT NAME:

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
P1. Key roles and responsibility of marketing functions.............................................................3
P2. Evaluate that how marketing roles & responsibility linked with organisation process.........5
M1. Analyse the roles & responsibility of marketing in context of business environment.........6
M2. Analyse the significance on interrelation between marketing & other organizational units6
D1. Critically analyse the marketing functions and how they interrelated with other units .......7
of business....................................................................................................................................7
TASK 2............................................................................................................................................7
P3. Evaluate that how organizations apply marketing mix in order to achieve business ...........7
objectives.....................................................................................................................................7
M3. Evaluate different tactics used by organization to achieve organizational goals &
objectives...................................................................................................................................10
TASK3...........................................................................................................................................10
P4 & M4. Develop basic marketing plan in context of organization along with evidence ......10
D2. Strategic marketing plan that applied 7P's in order to achieve marketing objectives.........13
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing is the practice which helps the individual as well as overall organization to sell
their products in the market in order to maximise their profit margin. Basically, marketing is the
process to interact with their potential customers or clients (Baker and Magnini, 2016). This
process includes the various activities such as research, promotion, selling, distribution, feedback
etc. According to current scenario of business environment, market is essential for every
organization is they wanted to increase awareness regarding their products & services.
In order to get better understand of this concept, this report select eBay and compare its
business stargates with other organizations. This project report covers various topics such as
roles & responsibility of marketing functions and how they interrelated with other business units.
In addition, it includes the marketing mix of the choose company which helps in achieving
business objectives and evaluate a basic marketing plan in context of organization.
MAIN BODY
TASK 1
P1. Key roles and responsibility of marketing functions
Overview of Organization: eBay is an American multinational e-commerce company
and it based in San Jose, California, U.S. Company founded in 1995 by Pierre Omidyar and their
operations in about 30 countries. People can buy or sell product through online auction where
variety of goods & services buy & sell worldwide. It is an online shopping website which is very
popular among the customer due to their unique feature to sell old product and the needed person
can buy it.
Marketing function helps a entity to analyse or identify the potential goods which helps the
organization to satisfy their customer's needs & desires. By using these functions, company able
to achieve their business goals & objectives (Bünte, 2018). In context of eBay, there are various
functions perform by the organization and it included certain roles and responsibilities which
discussed below:
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Promotion: It is the basic function of marketing to promote their products in the market in order
to increase their demand which automatically increase the sale and then profitability. By using
advertisement mode to promote their product is become very common. If business wanted to do
something different then they have to build strategies accordingly. Promotion is a kind of
communication between persons who buy and sell products or services. In context of eBay,
company uses online promotional strategy to advertise their products for their customers.
Product Development: At the time of launching or introducing new product, organization use
this function where before launching new product in the market for the use of customers. Product
will be introduced in two ways either totally new product or done few changes in the existing
product. Marketing plays very important role for product development so managers have to build
strategies accordingly. In context of eBay, they provide online platform to their customers to buy
or sell goods as per their price range and keep updating their content as per the requirement of
customers.
Marketing Strategies: It include various policies or actions which helps the employees to
perform their task accordingly. It is one of the important functions of marketing because without
formulating strategies business enable to perform each step. Managers of the company build
strategies in order to achieve business goals & objectives (Cabrera and Williams, 2014).
Company develop marketing plan where they define the way of performing and for it they
required good research. Because market research will helps in analysing customer needs, taste,
preference etc. And further strategies develop accordingly. Managers of eBay analyse these
factors before developing any strategy for business.
Market Research: It is one of the important marketing functions where before developing any
product they must done intense research about it. Here manager identify taste, desire or need of
customers and then research about their competitors in this field. eBay company regularly
research the market in order to identify current trend of market which can become opportunity in
the future.
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