Marketing Essential TABLE OF CONTENTS
Added on 2020-06-03
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Marketing Essential
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1P1 Roles and duties of Marketing Officer and structure and operation of marketingdepartment...................................................................................................................................1P2 Roles and responsibilities of marketing in contributing wider organisation goals................4P3 Implementation of marketing mix.........................................................................................6P4 Marketing plan for Your destination......................................................................................9CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12
INTRODUCTIONMarketing in simple terms can be defined as exchange of values in order to meet the needand demands of individual or organisation. In general marketing is associated with two wordsthat is shopping and selling but the concept and theory involved in this goes far beyond than thismere words (Armstrong and et.al,. 2015).Organisation has accepted marketing as one of itsessential function contributing in the success of firm. Marketing major function among manyothers is to find the need of customer so that entity could work on them and can enhance theirprofitability.Marketing assist firm in getting better understanding of market and help in grabbing rightopportunity at right time. In current report “Your Destination” firm has been taken underaccount. The firm has been recently established in transporting industry but just in three yearswas able to make place in top companies. In current time company is planning to expand theirbusiness in different part of nation. The current report will discuss the different marketingstrategy and theories that help firm in their plan of expansion. Role of marketing officers andmarketing function are discussed in detailed along with model like 7Ps and basic marketing plan.P1 Roles and duties of Marketing Officer and structure and operation of marketing departmentMarketing is an important function of organisation. Marketing officer play important rolein managing and handling different activities of this department. Some roles of marketing officerare mentioned below:Expense and plans : Marketing officer is responsible for all the financial issue regarding themarketing end of business. Marketing department is accountable for the increase in the sales offirm and has to many time work along in sales department of firm. He is required to arrangevarious meeting with the head of sales department to make sure that they all are heading to singledirection. Its job of marketing officer to prepare high level marketing plan which guide themarketing strategy and marketing focus in right direction for the correct implementation. It alsoworks as motivator for team as the plan is put to action (Biggemann, 2012)Market placement and brand image: The market image of firm is created with the help ofmarketing presentation of company, the message or tag line that introduces the name of citedfirm etc. along with this price , quality and services provide by firm also played essential role inbuilding the brand image of firm. Market placement is directly links to the perception or attitude1
of people towards the brand. Manager help in introducing new things plan or features that help inmoving the market placement of firm which gain them more profitability.Expansion: The role of marketing officer is to use the extra fund acquired by company toexpand its size or market share. For e.g. after a proper research the firm find that rival contendersre not strong and retracting their steps from the market (Caliman and Gavrilescu, 2009). Its thejob of marketing officer to decide whether use this opportunity to attack their contenders.Structure of marketing departmentThe organisational structure of marketing department varies from entity to entity. Inearlier time “Your destination” consist of only little marketing employee but with it enlargementplan it need to hire more employee so that efficient work can be done. The structure is mentionedbelow Vice president: This person is responsible for the working of entire department. Its mainlyresponsible for the planning and marketing strategy of firm and the product and services itprovides. He is the highest authority of department and whole team reports to him.Marketing manager: The manger is responsible to carry out the plan that vice president hascome up with. It jobs mainly include creating marketing message, choosing a medium throughwhich firm can carry out its different function such as marketing program and campaigningwhich help firm in reaching their desired target.Market researcher: The researcher assist firm in finding out the perception and need of targetaudience as well as the market strategy of the potential rivals (Campbelland Martin, 2015)Public relation: The person assigned to this handle the non-paid method of advertisement thatcompany has adopted in order to promote their firm. Creative services: This are web and graphic designer that assist firm in creating good brand andpublic image of firm in front of customer. It helps manager in brochure layout and design toportray the company message.2
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