Marketing Essentials and Productivity Improvement

This assignment is about the essentials of marketing research, decision roles, and productiviy improvement. It includes references from books, journals, and online resources that discuss various aspects of marketing, such as destination marketing, adult separation anxiety disorder symptomology, and macro-element analysis for nonlinear structures.

Marketing Essentials

Contents
INTRODUCTION...........................................................................................................................1
P1 Explaining the key duties and responsibilities for marketing officers and a structure of
marketing department..................................................................................................................1
P2 Explaining how roles and responsibilities of marketing will contribute to wider
organizational objectives.............................................................................................................3
P3 Comapring the use of 7P's of Your Destination to applying marketing mix to that of
National Express in achieving the business objective.................................................................4
Your Destination..........................................................................................................................4
National Express .........................................................................................................................4
P4 Producing the basic marketing plan........................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing of all the products and services in the marketplace is very necessary as
without advertising the products and services the profits cannot be achieved. Marketing plan
is that process of the overall business plan and involves the marketing strategy and the list of
actions with a sound business plan. Marketing functions involves all such activities which
pursue the customers to buy the products the company like advertising, promotional
activities, distribution and market research. The present report will cover the elements of
marketing mix and marketing essentials also the roles and responsibilities of marketing
officers for marketing department as well as organisation. The report will also tell how these
roles and responsibilities contrite in the growth and expansion of organisation and also in
marketing environment. The report is based upon Your Destination the leading retail brand of
UK which is operating. The marketing department contribute in terms of meeting
organisational objectives like market share, share price, profit, growth and sales target.
Further will cover SWOT analysis in creating short and long term planning and marketing
department will operate in B2B and B2C settings. The report will also cover how marketing
department of Your Destination is associated with other departments and help them in their
development.
P1 Explaining the key duties and responsibilities for marketing officers and a structure of
marketing department.
Marketing is that part of an organisation which helps Your Destination in persuading
the marketing objective and the market share of Your Destination and help customers to buy
the product from the wide market area. Marketing involve all such activities which help Your
Destination to sell its products and assists the Your Destination in developing and expansion
the business further in the market and worldwide as well. Marketing involves all the activities
of business which enable Your Destination in putting the products and the services to the
customers and enable the customers to help them buying the product and services of the
different companies (Sawant, 2017). The marketing department has the duty to set the
marketing plan and then implement the plan and see the progress of the plan and that of the
Your Destination as well.
The marketing department play very important role in the growth and development of
Your Destination and that in the decision making of company. All these roles of the
marketing department very important of Your Destination as this help the advertising and
market research for company. The duties of the marketing officers include preparing,
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planning and project management publication of publicity material and maximising the brand
promotion (Rudden, 2016). They also do the research work for Your Destination by
collecting the data from the customers, tracking the sales, promoting the product in the
market, advertising campaigns and maintaining the brand image of Your Destination.
 Working with the external agency of Your Destination, creating the marketing
campaigns with them and thus executing the plan.
 In communicating Your Destination new and innovative ideas to their existing and
new customers as well creating and developing the plan.
 They also contribute in creating the annual sales and marketing plan of Your
Destination.
 Their role is to evaluate the effectiveness of marketing plan, developing and
implementing the marketing programme.
 And they also support the marketing manager in the day to day marketing activity.
Figure 1 Structure of Marketing Department.
[Source: Structure of Marketing Department, 2017]
The structure of the marketing department is very simple as this includes the Head of
the Marketing department who is in charge of the department and set the plan of the
marketing (Tripathi, 2013.). There are different other levels of the department like the
director of strategy and director of reaction and creation who are responsible for their own.
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There are also new product development manager in the department and their duty is to do
the research and collect the information of the product.
Your Destination is on the worldwide level then they will have a global marketing
manager who will be responsible for marketing of company’s product on worldwide level.
Customer relationship manger is also the part of the marketing department whose duty is to
maintain the connection of Your Destination with that of the customers in the market (Ebert
and Griffin 2014). All the campaign of Your Destination is the responsibility of the
campaign manager who will do the event management for Your Destination’s product and
services.
P2 Explaining how roles and responsibilities of marketing will contribute to wider
organizational objectives
The roles and responsibility of marketing department is very important and contribute
to achieve the goal of organization to a much greater level. Many bigger organizations are
now having one whole separate department commonly called marketing department and this
department is totally responsible for the working and selling of the products of Your
Destination. The responsibility of marketing officers or that of managers or that of whole
department is very important to help the organization to grow (Pike, S., 2015.). The
marketing department of the organizations plays as essential role in promoting the business
and mission of an organization. The job of marketing is to reach the customer, prospects and
investors and then create a wonderful image of Your Destination for all Your Destination
whether big or small.
 Getting word out- unless and until the customers know about company and its
products they will never buy its products or avail the services. And marketing
department makes it easy for the customer to know about Your Destination and its
products and services. This communication between Your Destination and the
customers is very vital and create awareness in the customer. And to use the
marketing department in promoting the products, services and company will provide
the business a big chance of being discovered by the potential prospects.
 Higher sales- if Your Destination is able to showcase what is it having and what can
they sell in market to its customers then the sales will increase automatically (Mishra,
2016). The sale of Your Destination will steadily increase in the market area without
employing very complex marketing strategy. .
 Company reputation- marketing also helps Your Destination in building and
maintains the reputation in the marketplace. The success of Your Destination depends
upon the reputation and brand image of the products and that of Your Destination.
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And this reputation is built through the active participation in the all the community
program
 Healthy Competition- the function of marketing is to foster an environment in the
marketplace for healthy completion in the industry. As in the market there are many
competitors of only one company and there is very less chance of the monopoly
(MURALIDHARAN and RAVAL, 2017). If there is no competition in market than
the industry Your Destination will have the monopoly and the only right to set the
price.
 Consideration- a company which is spending as much as half of the sale of Your
Destination on marketing program. The marketing program which is giving Your
Destination a best chance is always the healthy mix of many forms of marketing like
public relation, print and broadcasting, website development and other trade shows.
P3 Comapring the use of 7P's of Your Destination to applying marketing mix to that of
National Express in achieving the business objective.
Bases Your Destination National Express
Product or services The focus of the company is
on the service provide by it
and also on improvement of
the quality of products. As
this wants to grow and
become the market leader.
As this is the market leader
and the aim of the company is
to grow more and more. So
National express will focus
on the products and the
services more.
Price It is the value of the service
of Your Destination which
are required to be paid by the
customer of the company.
And your destination always
try to keep convenient price
so that they are affordable y
the customer. They also give
them discounts and gifts
which are part of the price
mix.
National express tery to make
the customers more happy by
making their prices structure
affordable for the clients and
also allow them to make their
payments by credit or debit
cards. They also allow their
regular customers with a
daily pass.
Place As it servers on a quite
smaller scale operating in
National express is having a
wider scope of their operation
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only London and Essex and
need to expand the operation
to a wider level till with
branches in Manchester,
Newcastle, Glasgow and
Aberdeen.
and is on a nationwide base
operating in about whole of
UK and their buses are going
to all the destinations of UK
so their customers are more
satisfied with them.
Promotion Promotion is the way in
which Your Destination is
promoting its company and
buses in the market to make it
a nationwide company and
compete with National
express. All the promotional
tools like the internet
marketing, advertising,
website promotion and all
offline promotions are
included in this which the
company dose.
As this is already a
nationwide company and is
known by all the customers.
But still if it need to grow its
market then it need to
promote the company and its
products to make it a more
popular company and to cope
up with existing and all the
new rivals of the industry.
Physical Evidence This majorly include the way
their buses are designed and
the way they look. And the
content of the website are
also the part of physical
evidence. The website should
contain all the necessary
information which is need to
be conveyed by the company
to the customer.
Their website part is quite
weak as per their work is
concern. As being the market
leader the company is not
able to develop its skills in
the to make its website more
attractive. The content which
is been provided by the
company on its website is not
so good or attractive. The
knowledge which is contain
in the website is also not
enough.
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People All the employee are not so
much skilled as compared to
its competition in the market
National express. It should
try to make more efforts in
the human resources of the
organisation so that they can
develop and expand their
business on more wider
forms.
The human resource which
are employed in the
departments of National
express are very well trained
and they have a good
presence so they get more
involved in providing the
service to the customers.
Process The process involved the
documentation and whole
procedure from starting to the
end nee to be very effective
and fast.
This is having a very fast
process of all the
documentation that can be
very effective and fast. But
the process of booking the
tickets and other related
procedure are quite slow.
P4 Producing the basic marketing plan.
Marketing plan in Your Destination include the SWOT analysis of the company and
also the targeting, segmentation and positing of the company (Addessi, Mastrandrea and
Sacco, 2014).
Target of the company is to be the market leader and to beat National express which is the
present market leader.
Segmentation will be done on the bases of the customers and the geographic region. As
currently it is working in London and Essex so the segmentation will be done of the
customers of London and Essex only (Alberti and et.al., 2016).
Positing as it wants to become the market leader and currently is being at the second position.
SWOT analysis-
Strengths- the strengths of the company is its wide scope and popularity among the
customers and its ability to grow in the market.
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Weakness- the weak point of the company is that it is not able to cope up with the crises if
any in its working.
Opportunity- as it wants to grow in the market and want to become the market leader which
is the biggest opportunity as the rival firm National express is about to collapse in the market
and thus Your Destination will be getting the more of the market share (Amin and et.al.,
2015).
Threats- many other rivals are about to come in the market and they can also get the market
share as can be a great threat for the company.
PESTLE
Political these are the factors like is the
government impose any law or duty on the
transportation industry that will affect the
company
Social the public in the UK are generally
very health conscious which make them
too much to think about the society.
Environmental they people are also very
environmental conscious and they generally
prefer to walk or take public transportation so this
will affect the company in a positive manner.
Technological the use of biometric and
online passes and online booking of the
tickets are some of the technological
reason which influence the profits of
company.
Economical if the economic conditions of the
country and the increasing inflation rate affect the
company.
Legal if any legal obligation are there on
the company which need to be
completed then their profits would be
affected.
CONCLUSION
From the above report it is concluded that Marketing is that part of an organisation
which helps Your Destination in persuading the marketing objective and the market share of
Your Destination and help customers to buy the product from the wide market area.
Marketing involve all such activities which help Your Destination to sell its products and
assists the Your Destination in developing and expansion the business further in the market
and worldwide as well. There is relationship between marketing department with companies
other department. Company need to make sure that coordination between each department
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should be proper and in an appropriate manner so that no barrier can take place at the time of
carrying out the business activities. There are many political factors which directly impact the
marketing department and lead to affect the sales of the company. Further it is concluded that
The responsibility of marketing officers or that of managers or that of whole department is
very important to help the organization to grow (Pike, S., 2015.). The marketing department
of the organizations plays as essential role in promoting the business and mission of an
organization. Further, Marketing has a communicator role between the company and the
outside world. In Your Destination one of the most important business function which
marketing can have is between new and existing products.
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REFERENCES
Books and journals:
Babin, B. J. and Zikmund, W.G., 2015. Essentials of marketing research. Nelson
Education. Ebert, R.J., Griffin, R.W., Starke, F. A. and Dracopoulos, G., 2014. Business
essentials. Pearson Education Canada.
McDaniel, C., Lamb, C. W. and Hair, J. F., 2012. Marketing essentials. South-Western.
Mishra, A., 2016. Decision Roles.
MURALIDHARAN, K. and RAVAL, N., 2017. Six Sigma Marketing and Productivity
Improvement. Productivity. 58(1).
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Posavac, S. S. and Posavac, H.D., 2017. Adult Separation Anxiety Disorder Symptomology
and Susceptibility to Marketing Persuasion. Journal of Social and Clinical Psychology. 36(2).
pp.158-169.
Rudden, D., 2016, November. Can You Hear Me Now? Marketing Essentials for
Audiologists in a Noisy Health Care World. In Seminars in hearing (Vol. 37, No. 04, pp.
325-339). Thieme Medical Publishers.
Addessi, D., Mastrandrea, A. and Sacco, E., 2014. An equilibrated macro-element for
nonlinear analysis of masonry structures. Engineering Structures. 70(7). pp.82-93.
Alberti, M. G. and et.al., 2016. Fibre distribution and orientation of macro-synthetic
polyolefin fibre reinforced concrete elements. Construction and Building Materials. 122(6).
pp.505-517.
Amin, M. N. and et.al., 2015. Effect of lipid peroxidation, antioxidants, macro minerals and
trace elements on eczema. Archives of dermatological research. 37(7). pp.617-623.
Sawant, S., 2017. Non Library oriented MOOCs useful for LIS professionals and
students. Library Hi Tech News, (just-accepted), pp.00-00.
Tripathi, K .D., 2013. Essentials of medical pharmacology. JP Medical Ltd.
William D, P. and E Jerome, M., 2012. Essentials of marketing.
Online
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