Literature Review on Marketing Essentials

This assignment provides a detailed literature review on marketing essentials, covering various aspects of marketing research and strategies. It includes a list of references from academic journals and books, featuring studies and articles on topics like online marketing, social media marketing, destination branding, search engine optimization, and environmental protection. The summary is a brief overview of the key points discussed in the literature review.

MARKETING ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
a) Key duties and responsibilities of marketing officer (P1).......................................................3
b) How roles and responsibilities will contribute in the wider organisational objectives (P2)...4
PART 2............................................................................................................................................5
a) 7Ps compare your destination approach with applying in marketing mix (P3).......................5
b) Produce basic marketing plan (P4)..........................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing analysis play very important role in business success and get effective results as
well. In this aspect, managers of the organisation create plans and implement new strategies
through they can develop effectiveness in simple way. Further, It also helps to add unique
features and add new things that assists to operate in different areas and distinguish sector
(Mueller, Rischkowsky and Sölkner, 2015). In order to focus on the preset report, it is based on
the Your Destination which is transport sector organisation. In addition to this, there are some
other consideration exist which increases profitability and effectiveness in the selected business
to gain creativity. For gaining insight information about the company, present report covers
duties and responsibilities that essentially played by marketing officer. Furthermore, it include
basic marketing plan which helps to consider several new activities and operations in the market
for business development.
PART 1
a) Key duties and responsibilities of marketing officer (P1)
Marketing considered important function in Your Destination. It is the worldwide
business so that manager needs to concentrate on the several products and services through they
can easily attract different people with promotional activities. Marketing department has purpose
to increase customer so that they are able to implement creative results. With the help of
innovative characterised, they are able to produce effective results in the market. Hence
following are certain key duties and responsibilities of marketing officer in the chosen business:
 Collect and analysis the marketing information: In order to create unique activities
and features, marketing manager of Your Destination need to concentrate on the
information and creativity that helps to make more profits and revenue at workplace.
Further, collection of market information assists to determine new products and services
to satisfy customer demand and requirements (Baker and Magnini, 2016).
 Market plan with product design and development: In addition to this, marketing
officer need to concentrate on the product design and development as well. In this
consideration, effective results will be developing that helps to consider systematic
analysis and packaging system as well (Babin and Zikmund, 2015). Further, in this way

manager officer of Your Destination need to considered new product design and
development process which helps to ascertain more effective results at workplace.
 Standardisation and grading: Furthermore, standardisation and grading system also
important perspective that helps to increase effectiveness in the business (Baker and
Magnini, 2016). In this system, manager office of the chosen organisation needs to make
their proper concentration and ascertain more systematic performances to attract more
new people in the business. Further, it also helps to Your Destination to increases its
value and other important characteristics to more effective results.
 Price and selling: In respect to ascertain effective results, price and selling of the
products also considered important perspective in the business. In order to attain
creativity, it is important to implement the amount of price that increases effectiveness in
the enterprise. According to the products features and unique characteristics, price will be
set to attain more profits and revenue. In Your Destination, price element generally helps
to make creativity and productivity at workplace.
 Packaging, labelling and branding: Marketing manager of the chosen business also
responsibility to check packaging, labelling and branding of the products and services
which they are sold in the market. In this aspect, they need to concentrate on the features
which help to attain desired results at workplace (Wang, Chen and Chen, 2016). In this
way, they also need to add new features and characteristics which assist to make
systematic performances at workplace. With the help of the new activities and tasks,
there are several features add in the business products and services which increasing its
effectiveness to attract customers in Your Destination.
b) How roles and responsibilities will contribute in the wider organisational objectives (P2)
In respect to consider the roles and duties of the marketing officer, it is essential to
develop creativity and achieve desired results as well. In this way, marketing information
requires that assists to accomplish aims and objectives of the business environment. In Your
Destination, potential customer’s areas identify which help to increases profits and revenue of
the company as well. Standardisation of the chosen business ascertained to maintain cooperation
with customers which also increases performance as well (Mueller, Rischkowsky and Sölkner,
2015). Along with this, manager need to considered proper pricing element which enhance
business results and positive activities to analysis the data. In order to operate successfully, the

selected business has responsibility to work on the desired activities that performed at workplace.
All the above responsibilities and duties assist to increases effectiveness in the business for their
development. In Your Destination all these features helps to concentrate on the innovations and
other perspective as well.
In respect to determines the relationship between marketing department and other
department, it is essential to focus on the different other department. This is because marketing
department related with other enterprise operations and functions. For instance, production
department need to identify demand of the market so that they need to contact with marketing
department to identify systematic work performances. Furthermore, Your Destination need to
concentrate on assessment of the finance requirement in the operations.
PART 2
a) 7Ps compare your destination approach with applying in marketing mix (P3)
In respect to deal in the new areas of the world, Your Destination need to face
competition of the market. In this aspect, marketing mix is the tool which helps to assess position
of the company and other competitors as well. In this way, strategies could be defining that helps
to reach towards the target market as well (Kladou, Kavaratzis and Salonika, 2016). Hence, it
contains different aspects which need to lead by the business to accomplish their results. Beside
this, Mega Bus is major competitor of the chosen business that competes to ascertain effective
results.
Basis Your Destination Mega Bus
Product: Your Destination is the
international transport sector
company which deals in
several kinds of the industry.
In this aspect, the company
operating functions as global
consideration the company
provide products that are
related with transport and
football. There are several
In the Mega Bus, product
considered as the item which
assists to produced and satisfy
needs and demand of the
certain group of people.
Products can be defines as the
tangible and intangible to
serve form of the services and
goods (Bhalerao and Kamble,
2015). In this consideration,

kinds of items considered in
each segment such as cricket,
football, etc. In this way, the
company always try to attract
several new people in the
business that focuses on the
new activities and attain
desired results at workplace.
Brand considers exclusive
stores, outlets and dealer
outlets (Babin and Zikmund,
2015).
Mega Bus need to develop
right type of the product and
service that increasing the
effectiveness of the business to
deal with several activities and
outcomes. It is very important
to marketers of Mega Bus to
implement right product mix.
In this aspect, wise expansion
needed to implement current
product mix and diversifying
the depth of the product line.
In order to implement the
better products, group and
competitors will be attracted to
ascertained service and
product in systematic manner
(Elmasri and Hilal, 2015).
Price In order to develop the
creativity, Your Destination
consists penetrate pricing
strategy which assists to
develop effective results in the
market. In this aspect,
common pricing policy also
consider in the section. Low
price helps to attract several
customers in the business
which increasing effective
results and outcomes in the
business. In this consideration,
Price is the essential element
which is important parameter
to define the marketing mix. It
is also important to consider
the components of the
marketing plan which
determines profit and revenue
for survival. It is greatly
impact on the products and
services that prepare by Mega
Bus to attract several people in
the business. It is the wide
competitor of the National

rising selling and changed
reasonable pricing develop
where brand launched as the
new product in the market
(Mueller, Rischkowsky and
Sölkner, 2015). As results
there are several customers
attracted towards the business.
After some times, the company
also implement skimming
pricing through effective
results will be gain in proper
manner.
Express so that pricing
strategy defines as the
competitive pricing which
increasing effectiveness in the
business. It is also create shape
to the product in consumer
mind. It means that products
and services could be
considered to compete with the
several people. In addition to
this, the company can also
using marketing penetration,
market skimming and neutral
(Mueller, Rischkowsky and
Sölkner, 2015).
Place In respect to consider the
place, the company operating
in several places such as
offline and online. In this
manner, biggest investment
consider in field of distribution
which maintain and create
retail establishment. In the
international consideration,
outlets are also exclusive in
Your Destination. In this brand
consider exclusive stores,
outlets, dealer outlets, etc. The
company considered
professional to choose
different locations which
In respect to determine the
place, there are several areas
where products and services of
Mega Bus can be distributed.
It is more important part of the
product mix which makes high
position and distributes
products in a particular place
to access potential buyers. In
respect to implement the place,
there are several strategies
exist that can be used to attract
customers in the business. For
example, intensive
distribution, franchising,
selective distribution and

create maximum visibility for
the stores. It can be divided in
different aspects such as super
special stores, limited line
stores, single line stores, etc.
exclusive distribution
(Gbadamosi and Yusuf, 2016).
Promotion There are several methods to
make promotion in the
business. In this aspect, in
Your Destination there are
several customer know about
the vision and goals of the
chosen business. Hence, the
company promote products
and services with using
celebrity in different field. It is
the best way to consider
sponsor in the enterprise.
There are different brand puts
up in the clearance that make
happy to customers. With the
help of the offering discount,
coupons, vouchers, etc.
(McGuinn and Higgins, 2017).
On the different items, there
are promotional scheme
considered with several
activities to boost time to time.
Promotion is the element that
consist marketing and boost to
the Mega Bus brand for
recognition and sales.
Promotion is considered in
several aspects such as sales
organisation, public relations,
sales promotion and
advertisement. Advertisement
is the important element that
assists to make proper
communication through paid
advertisement. In addition to
this, there are several other
perspective consist such as
print media, radio, internet
advertisement, etc. Apart from
the above, public relation is
also important element that
increase communication which
is not typical for payment. The
chosen company also
encourage word of mouth
which increases product
promotion. It develops internal
communication that creates

several benefits to satisfy the
customers (Lukito, Lukito and
Arifin, 2015).
Physical evidence In the services and products
industries, there is physical
evidence also need to
implement which helps to
deliver the services in
systematic manner. In this
aspect, it has been pertains that
in the marketplace there is
presence and establishment of
the concept of branding.
Presence of the physical
evidence increases marketing
activities in systematic manner
(Mueller, Rischkowsky and
Sölkner, 2015).
Physical evidence in the Mega
Bus considered several aspects
in the business develop in
proper manner. For example,
smart, run down, interface,
comfort and facilities. All
these aspects assist to make
systematic outcomes and
results that increase
effectiveness in the business
environment. In the chosen
company there are several
kinds of people helps to
increases it’s efficient and
productivity in systematic
manner. for example,
employees, manager, etc. All
these people make strategy to
attract several customers and
target them through creative
strategy. In this consideration,
marketing of products and
services develop through train
right people towards the right
time and method (Dessain and
Zeuch, 2015).
Process In respect to consider the System and procedure also

systems and processes, it is
essential to execute the
services. Hence, Your
Destination need to make sure
that well tailored process
considered in the place to
reduce the costs. It could be
considered in the entire sales
and distribution system that
make systematic procedure to
run in effective manner
(Kladou, Kavaratzis and
Salonika, 2016). Hence, it
enhances and lightens up the
business to minimise the cost
and maximise the profits.
considered important
fundamental aspect which
increases pay system and
distribution activities it ensure
that working of the business
develop systematically. It also
runs smoothly and enhance
cost for maximise the profits
and revenue (Silberschatz,
Galvin and Gagne, 2014).
With the help of the activities
and tasks, Mega Bus will able
to attain their systematic
activities in creative
perspective.
People In respect to target the several
people, in Your Destination
there are several strategies
implemented that is related
with the business. In respect to
conduct the research, it has
been analysis that target
market also demand to develop
different kinds of products and
services. Employees of the
chosen organisation
considered important
marketing strategy which
delivers the services in
systematic manner (Wang,
In the Mega Bus, there are
several people take part to
attain creativity and
effectiveness at workplace. In
this consideration, employees,
managers and other people of
the chosen business take part
to implement creativity in the
business. In this consideration,
activities and tasks performed
to attract new members at
workplace. With consisting
minimise cost, profitability
also maximises that enhances
effectiveness of the company

Chen and Chen, 2016). As
results, it is important to hire
and train the right candidates
in the business who delivers
with support desk, copyright,
programmers, etc. It is the best
way to attain competitive
advantages to make effective
position of business in market.
in systematic manner
(González-Prida, Viveros and
Crespo, 2015).
b) Produce basic marketing plan (P4)
In order to consider the basic marketing plan in Your Destination, there is several
elements need to be implemented that assist to develop objectives and goals of the business in
systematic manner: Current market analysis: In order to prepare the basic market plan, it is essential to
implement new features in products and services. With this regard, the chosen business
needs to concentrate on the new activities that are needed to make products and services
of transport sector. Hence, it increases staff member’s performances to deliver quick
services in the enterprise. Mainly there are staff members exist that paying their extra
efforts to increases effectiveness in the business (Siahpush, Shaikh and Singh, 2016).
 SWOT analysis: There are several competitors exist in the market of Your Destination. In
this consideration, there are different businesses operate new functions and operations in
the market. There are two major competitors such as Mega Bus and Chelsea.
Mega Bus
Strength Weaknesses
More experience towards new features and
outcomes.
Loyal customers.
Friendly environment.
Lack of proper cooperation.
Health consideration.
Opportunities Threats

From the above description, it can be stated that there are several competitors exist that make
their effective position in the market to attract several customers in it. In this aspect, Your
Destination need to understand that competition and perform their functions accordingly which
make effective functioning in the business (Babiuk, Braun and Campbell, 2015). Target market: In order to make effective segmentation, the chosen business needs to
include demographic, geographic, behavioural segmentation that helps to increases
different effectiveness in the market. In respect to increases customer attraction, different
types of the products and services considered in the market to make their systematic plan
and attain more profits and revenue (Wang, Chen and Chen, 2016). Further, plan also
needed to target the different people in systematic manner. In this consideration, target
approach consists by Your Destination as the differentiated marketing strategy to make
successful operations and functions. It can be demonstrate that in the business
environment there are several products and services distributed towards the specific
target market. It can be create impact on the developing marketing position in the proper
manner (Wu, Kirkole and Huang, 2016). It provides value for the customers to increases
effectiveness and develops more profits. Marketing goals with strategy: In order to develop the creativity, it is essential to
considered several types of level with core benefits. Therefore, Your Destination can
design and make through their brand name. In respect to add new features, it is important
to maintain hygiene and effectiveness in the business (McGuinn and Higgins, 2017). In
this consideration, arrangement also needed to perform several functions and design to
keep systematic environment. Pricing strategy: Further, marketing plan considered effective pricing strategy through
customers will be attracted to share high market share. In order to use the penetration
pricing strategy, company can develop their effectiveness in the market. In addition to
this, it increases value and effectiveness of the products as well (Martin, Campbell and
Harmsen, 2014).

 Distribution strategy: Further distribution strategy related with the place where
organisation distribute their products and services to several customers. In this
consideration, market share is the major perspective which needs to concentrate by Your
Destination. In the chosen business environment it is essential to concentrate on the other
perspective areas where the company can increases their products and services in the
market (Kladou, Kavaratzis and Salonika, 2016). As per the market requirement, it could
be distributed to attract several people.
 Promotional strategy: In the chosen business, it is important to concentrate on the
different activities that increasing its effectiveness and goals as per the market
development. In this aspect, products and services stimulates to maintain its positive
image in front of customers to attract them (Baker and Magnini, 2016). There are several
ways considered such as online advertisement, newspapers, average frequency, etc. that
based on the effective theme. In order to promote the products and services, it is essential
to concentrate on the structure and strategy. As results, the company able to attract their
several people in business easily. In addition to this, public relation strategy also
implemented as the direct marketing to make cooperation with several people (Babin and
Zikmund, 2015).
 4ps: In respect to focus on the desired results it is essential to look for the marketing mix
that helps to attain more creative results at workplace. In this regard, Your Destination
consider products that are help to provide proper benefits and effective consideration to
each customers. Furthermore, there are different kinds of place exist where they can
organise their activities in successful manner. With the help of competitive pricing they
are capable to introduce innovative results and outcomes.
CONCLUSION
From the above report, it can be concluded that there are several perspective exist that helps
to implement several roles and responsibilities in respect to attain business objectives. In this
consideration, different types of information regarding market ascertain to focus on the
customer’s needs and requirements. Furthermore, it has been articulated that there are different
competitors exist of Your Destination that provide same products and services as the company.
In order to attain the competitive environment, it is important to business to make their focus on
some unique features and activities through people could be attracted at workplace easily.

REFERENCES
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Babiuk, C., Braun, S.L. and Campbell, W., 2015. Fundamentals of Public Relations and
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Dessain, N. and Zeuch, M., 2015. Human Resources Marketing and Recruiting: Essentials of
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Elmasri, A.A. and Hilal, N., 2015. Social Media E-marketing Campaign Compared with the
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Gbadamosi, A. and Yusuf, T.O., 2016. Exploring the consumer opportunism conundrum in the
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