Roles and Responsibilities of Marketing Function in eBay: A Comparative Analysis

This report evaluates the major roles and responsibilities of the marketing function in eBay, an American multinational e-commerce corporation. It examines how these roles and responsibilities relate to the wider organizational context. The report also compares the application of marketing mix in the marketing planning process of eBay with other organizations to achieve goals and objectives.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Evaluate major roles and responsibilities of marketing function. 600...................................3
P2 Examine how roles and responsibilities of marketing function by relate in context of an
organisation.................................................................................................................................3
TASK 2............................................................................................................................................5
P3 Compare the various organisation by applying marketing mix in process of marketing
planning for achieving goals and objectives. .............................................................................5
TASK 3............................................................................................................................................9
P4 Build a basis marketing plan for an organisation...................................................................9
CONCLUSION .............................................................................................................................14
REFERENCES .............................................................................................................................15

INTRODUCTION
Marketing is the chain of activities which helps to getting people interested in
organisational products and services. It can be only possible by market research, analysis and
understanding the interest of consumer base. Marketing majorly related with all aspects of a
business such as product development, distribution ways and sales and advertisement. It is one of
most important department in an organisation to inform, equalize and sustain in business
environment by building products and services in proper manner. This report is based on the
eBay which is an American multinational e commerce corporation that operates to facilitate
consumer to consumer and Business to consumer sales with the help of their website. This report
is based on the key roles and responsibilities of marketing function in wider organisational
context. It also includes the comparison in between the various organisation with help of
marketing mix to achieve goals and objectives. At last it includes basis marketing plan for an
organisation.
TASK 1
P1 Evaluate major roles and responsibilities of marketing function.
Roles and responsibilities of marketing functions
A market can be defined as sum total of all the customers and suppliers in a particular
area or region. A market may be a physical entity or may be a virtual. It can be global or local.
There are several functions of marketing which includes from distribution, development and
pricing of products (Arendt and Allain, 2019). These functions are common in all business
organizations and involve doing research, planning of product, development process,
promotions, sales,finance, customer services etc. They all are responsible for organization's
growth. There is a close link between marketing functions and other functions of organization.
The universal functions of marketing are buying, selling, transporting, storing, standardization
and grading, financing, risk taking and market information (Baker and Saren, 2016..). Different
companies has different marketing functions as per their company policies. For example, E bay

is an American multinational e-commerce company which is known for its customer to customer
sales. It is a website in which customers and business can buy or sell new or second hand
products. Unlike, other companies they also have some marketing functions. Marketing functions
of E bay are:
Market research:
It is a key responsibility of marketing department. Market research help company to
identify customer needs. E bay is an e-commerce company. The company conducts online suryes
to know customers needs (Fairley, 2019.). They use user feedbacks to know customer's
impressions and experiences with the services. The role and responsibilities of marketing
function in e bay is to know the customers needs and modify their products and website
according to customer ease.
Developing strategies:
The roles and responsibilities of the e-bay company is to build long term strategies. They
use online drafts to know company's positions, setting out objectives for the coming months, the
actions need to be undertaken, strengths, competitions etc. In addition, these strategies are to be
taken into account for company's growth and development.
Design and Developments:
Product designing play an important role in product selling. The key roles of marketing
function of e-bay is to give a regular quality check to their products and to discard damaged
products. The packaging of the product should be attractive to the customers because company's
who's products are attractively designed sells more product. It is important to develop a design
for the company and maintain it thoroughly.
Promotions:
The marketing role of E-bay is to use some promotional strategies like to subscribe on e-
bay stores to get tools for managing, building and tracking their business (Hair Jr, Page and
Brunsveld, 2019). They use several advertisement methods to promote their products, develop e-
mail marketing programs, create promotional content for their website. They may also appoint
some advertisement agencies who do promotions for them.
Pricing:
It is the most important function of the company to manage prices of their products. The
role of marketing function of e-bay is to set prices according to manufacturing of products and to

set prices according to the quality of product. So that customers find it worth purchasing. Pricing
is to be done by properly analyse the marketing trends. The company should know the product
demand and listing of prices should be done properly to get customer's attention.
Competition:
Being an e commerce company E-bay has a tough competition. The company should
know about its competitors strategies and planning (Hanlon, 2019..). They should be aware
about all the new entrants that are entering in the market to obtain market share. It is important to
know where the company stands at market place or to know company's position.
Brand values:
A brand is a representation of the products which a company show. The role of
marketing functioning of E bay is to create positive brand images. It is responsibility of
marketing function to spread messages and ideas that communicate best features of brand to
attract a wide range of customers to buy products of E-bay.
P2 Examine how roles and responsibilities of marketing function by relate in context of an
organisation.
In an organisation there are various departments that are working together in order to
achieve organisational goals and objectives in proper manner. With the collaboration of different
departments organisation can put one of their best efforts by building mission and vision after
allocating roles and responsibilities to the individuals in an organisation. In context of eBay
which is an multinational e-commerce company, various departments work in self interest of one
another to gain optimum outcomes. Here are the various department with their interrelationship
with each other that are as follows:
Interrelation in marketing with human resource department:
There is a close relationship in both the department they share roles and responsibilities
to one another for achieving organisational goals and objectives. In context of eBay they work in
collaboration of each other by creating branding that associated with the vision of market
research reports, logo of company and positioning of product into marketplace to meet
organisational goals ( Lippold, 2019.). The organisational services not only stands for promotion
but also proved beneficial to attain and attract potential candidates. As people always work with
the organisation which has good reputation in marketplace. The interrelationship in Marketing

and HR department helps to show people the personality of organisation majorly the current
economic environment. It helps to attract and retain most competent workforce, in context of
eBay they by developing the products and services that are highly advance create a distinctive
brand image in market that directly helps to attract and retain competitive candidates.
The another factor which shows the collaboration of marketing and HR department that while
changes occurs in market so it is also expected from employees to change in their working
methods and criteria. To remain always in top it is very much potential to evaluate the benefits
provided by the employer to change expectations of their employees.
Interrelationship in Marketing and finance department:
Finance and marketing are the most important pillars of an organisation that contributes
in achieving organisational goals and objectives in positive manner. Finance related with the all
aspects such as profits, cost, feasibility of a project and growth rate at the year end. On other
hand marketing associated with the sales targets, volume of sales and competitors and
advertising and many more (McDougall, 2019.).. In an organisation without the advertisement
and publicity the sales of a company will not enhance and without sales there will be not any
kind of profit arise. So it can be said that successful marketing needed strong base of finance
because with it organisation can obtain their goals and objectives. They work in self interest of
one another by sharing the roles and responsibilities to one another, in context of eBay they
collect necessary knowledge and information to take decisions from various departments that not
only create motivation but healthy relationship in different department to gain optimum
outcomes.
Interrelationship in marketing and production department:
In an organisation to satisfy the consumers needs and wants marketing department work
in collaboration of production department. The functions of both the department helps to enhance
communication and performance and also give contentment to consumers. The production
department focus on producing new products, managing quality and quantity and coordinate
their delivery (Prabhakar, Mahajan and Kapoor, 2019..). On other hand marketing functions
focus on the satisfying consumers wants in proper manner as their collaboration is very much
essential to gain effective outcomes in positive manner. In context of eBay they equally assign
roles and responsibilities to each and every individual in order to give one of their best efforts in
achieving organisational goals and objectives.

TASK 2
P3 Compare the various organisation by applying marketing mix in process of marketing
planning for achieving goals and objectives.
Marketing mix is the whole group of marketing variables which are combine and control
to produce products and services for the target market in order to remain always competitive in
the marketplace. In context of eBay which is an American multinational organisation
Marketing mix eBay Amazon
Product Ebay is one of the well known
online platform for masses to
sell and buy products and
services by establishing the
global presence in the whole
world. The major product of
eBay is its products and
website to reach at large no. of
consumers in positive manner
(Pricilla, 2019. ). The money
back guarantee program of
respective organisation create
the faith in consumers to
ensure and by take care of
shipping, returns and other
activities too.
Amazon is one of the most
leading platform in field of e-
commerce with the help of
their website and apps to reach
at large no. of consumer base
in positive manner. They reach
to their consumers by strong
distribution channel as they
primarily start as an online
book store and gradually start
in other fields too to avail
opportunities in positive
manner. They deals in every
sector from auto parts, toys to
electronic goods, home décor
and health/ beauty facilities.
Price It has wide range of priced
items as it has large no. of
consumers that are attracted to
their website. The revenue of
organisation is not from the
Amazon is the pioneer in the
whole world and avail
competition based pricing
strategy into the whole
marketplace. They deals with

sales as it is only a website to
facilitate transaction only.
They charge fee from the seller
to put their products on
website and if get sold then
they also charged price of it.
There fee is not so much high
respective strategy helps to
organisation to attract large no.
of consumer base.
large product portfolio so their
prices also vary from one
product to another. With the
advancement of technology
they charges high prices for
their product and for some
products they offer lowest of
prices which is only possible
by efficiency of its operations
and web based model of
business.
Place The presence of respective
organisation in field of online
shopping in over the 30
countries in whole world. They
are accessible in all over the
world and devices to operate
their systems. The size of their
platform is much wide that
consumers can enjoy easily
economies of scale in positive
manner (Sharma, 2019. ).
Their major aim is to build the
world a small perfect place to
shop and advertise products
and services.
Amazon is one of the global
brand name by operating and
selling products and services
with the help of website and
apps. After placing the order
on the distribution channel
respective organisation shows
the pictures and its functions
so that consumers can take
important kind of decisions
regarding the product. They
have large no. of warehouses
which are constructed on the
strategic locations even at
remote areas to enlarge
business opportunities.
Promotion The promotional strategy of
eBay that they use several
social media tools to promote
By using aggressive
promotional strategy they able
to promote their products and

the products and create
awareness in between the
masses. They use TV, print
media, social medial and
online ads to reach at large no.
of consumer base. To remain
always updated they change
their logo in year 2012.
respective company in itself is
an one stop website for quirky
items, auction purchasing and
platform of vintage goods and
services.
services into the marketplace.
They put one of their best
efforts to get aware people
about their products by using
television commercials and
social media marketing SEO.
They are scholars in art by
giving one of effective sales
promotion and discounts offer
at the time of holiday season
and festival to enhance the
sales.
Process To reach at large no. of
consumer base they have
structured kind of process to
ensuring a quality online
shopping experiences (Pricilla,
2019.). On the buyer side of
respective organisation they
use auction format, as per
respective formate buyer can
bid for a product and highest
bid can get the product. On the
point view of seller, seller
show case the pictures by
downloading them and
describe its functions. As they
provide one of best platform to
buy and sell the products and
services to consumers.
Amazon is the world leader in
the whole world by using the
strong process oriented
business activities. They aimed
to strategically divided their
warehouses and fulfilment
centres to gain promotional
efficiency. By using one of
best technology and tools they
support or assist their
consumers by advertising, to
provide information about
location and packaging to gain
sustainability in marketplace.

People Respective organisation have
12,600 people who work with
them. They operate a
multinational inventory so they
employ employee in their
organisation mostly logistics
of goods. They provide jobs in
12 various categories.
Amazon is very much
conscious towards their
employees and their
requirements. They provide
kinds of benefits to their
employees such as medical,
finance and assistance
programs to evaluate each and
every in giving one of their
best efforts. They are
approximately 2,30, 800
employees in the whole world.
Physical Evidence eBay is pioneer in their world
and work as an exemplary. It is
one of important platform in
the growth of buying and
selling of goods with the help
of internet to remain always
competitive in the market
place. The websites and apps
are one of most suitable way to
communicate and solve
concerns of consumers to deal
in effective manner.
The best physical evidence is
their website by which they
sell products and services in
order to remain always
competitive in the
marketplace. Their warehouses
and fulfilment centres which
present through out the whole
world is one of platform to
reach at large no. of consumers
in positive manner.
So it can be said that both eBay and Amazon are pioneers in their fields by evaluating the
consumers needs and wants in positive manner and build products accordingly to remain
competitive in marketplace. Every organisation have different strategies and tactics that create
differentiate from one another to enlarge business opportunities in different way.

TASK 3
P4 Build a basis marketing plan for an organisation.
Marketing plan is a detailed written document or blueprint which outlines the advertising
and marketing efforts for planning and implementing successfully for future (Weller, 2019 ..). It
evolve business works and activities involved in accomplishing specific tasks of marketing to
reach at desirable goals and objectives. In context of eBay their consumer marketing manager
and their teams lead towards the successful implementation of the marketing campaign in order
to create value for consumers to remain competitive in the marketplace that are as follows:
Executive summary:
Marketing is one of the effective activity to educate consumers about the product and
services existed in the marketplace. In context of eBay they aimed to launch new services into
the marketplace by conducting the proper research and development in order to remain always
competitive in marketplace. They by analysing each and every important events of their
marketing activities to gain potential outcomes. So it is very crucial to gain insights about
demand of products in the marketplace and accordingly build products.
Situation or SWOT analysis:
For an organisation to build a effective marketing plan it is very much important to
analyse own strength and weaknesses to find out gaps in performing well to gain desirable
outcomes.
Strength:
The major strength of Amazon that they are global brand name in sector of e commerce
with the help of strong positioning and customisation affect in the marketplace. They are
consumer oriented business by accessing their day to day needs by using the inexpensive price
range in order to remain competitive in marketplace (Weller, 2019) . They are one of most
innovative organisation which focus on the differentiation in their products and services by using
cost leadership strategy.
Weaknesses:
The major areas of their weaknesses that their products and business models are easily
imitable in nature which impact directly on their profitability and tough time form them. The
another drawback that their profit margins are very much low in some regions such as India as

they provide free shipping to consumers that one of reason which expose risk to lessen down
margins.
Opportunities:
The major opportunity in front of respective organisation that they have strong payment
network system PayPal that are accepted at world wide level and utilise by the various online
retailer to reap opportunities (Stern and Porr, 2017)). The growing no. of mobile shopper create
huge opportunities for the mobile app PayPal to payment systems to meet requirements by
convenient shopping procedure for payment. So respective industry is very much growth
oriented to occupy all relevant opportunities in positive manner.
Threats:
The major threat which appear in respective industry that are online security in context of
PayPal personal information such as their bank account details which is majorly target of online
thefts. On other hand there are various low cost online retailer that are fierce rivals of eBay by
providing faster and cheaper shipping so it hinders their self interest in giving one of their best
products and services in positive manner.
Objectives:
For an organisation to build marketing plan objectives of an organisation plays very
much crucial role as they aimed to launch new service that are Drone delivery of products.

Market share:
Market share of eBay in the US market in year 2017 was 8% which is very much
important for them to gain sustainability.
Sales volume:
The total sales volume of eBay in US market grew 3.4% to $37.52 billion in 2018 from
the $36.28 billion in 2017.
Market expansion:
In context of eBay they aimed to enlarge business opportunities in the market of Asia by
producing low cost products into the marketplace. The leadership possess in hands of eBay CEO
Elon Mask who are very much emphasise on the innovation of products and services to remain
competitive in the marketplace.
Illustration 1: eBay's market share in the U.S. 2012-2017, 2018.

Strategies:
To bring plan into action it is very much potential for a business to appropriate marketing
strategies and tactics to remain competitive in market.
Target market:
eBay generally targets the large no. of demographic region that are majorly based on
internet users (Pricilla, 2019. .). The average age of users of eBay are 45 and above. The major
target market are the art and antique collectors and motor enthusiasts.
Their majorly positioning market are people who are use various kinds of mobile applications
and spend time on social media also pay by using PayPal that helps to create their market in
order to remain always competitive in marketplace.
Positioning:
eBay has wide range of products which are available on their website to attract attention
of their consumers in positive manner. Millions of things such as collectibles, appliances,
computers and equipments are listed in their website which are very much important to make day
to day life smoother and effective.
Differentiation:
The greatest difference in eBay and other organisation that there are huge difference in
their business models under which an organisation operates (Pricilla, 2019. .). Ebay which is an
auction house which simply provides the sales of products and services to the third party buyer
and seller in order to gain large market share.
Diversification:
eBay adopted the diversification strategy with the help of vertical integration by merging
the two businesses in various stages of production. By collaborating kinds of businesses to build
a strong corporation by offering diverse products and services to gain optimum outcomes.
Action Plan:
Action plan is very much potential for an organisation after evaluating each and every
aspect in proper manner (Arendt and Allain, 2019). While bring plan into action organisation
have to prepare budget and allocate resources to gain effective results.
The action plan in that regards should be evaluate by marketing mix
Product:

eBay aimed to launch the services that are Drone delivery that proved effective in saving
cost and resources. Respective services proved beneficial for organisation to deliver products and
services in effective manner which not only saves cost but time also.
Price:
To launch new service into market they affix premium prices to reach at large no. of
consumer base. As they focus on every class of consumers in that regards aimed to provide
services at reasonable pricing.
Place:
Respective services they aimed to launch in their website and consumer opt from that to
gain optimum outcomes. As they majorly deals at online mode and websites so their place to
showcase services are same.
Promotion:
They use social media and TV ads to reach at large no. of consumer base. As they are
market leader so they can reach at large no. of consumer base in positive manner.
Process:
To bring in practices organisation use distribution channel in which organisation follow
chain of activities.
People:
To attain potential outcomes organisation aimed to hire highly technological advance that
helps to accomplish respect project.
Physical evidence:
They showcase their new services they use website and app to give one of best services to
consumers.
Forecast:
Before launching new project into marketplace it is very much necessary to forecast
budget in proper manner so that organisation can organise and allocate resources properly.
PARTICULARS Amount(£)
Trainer 200, 000
Equipments 400000

Marketing 50,000
Safety measures 50,000
Total 700000
Control:
After implementation of the plans to allocate resources in the market place it is needed to
set standards with the help of benchmarking which is one of most effective process to measure
the performance of organisational products and services in against the another business which is
considered best to gain effective results. In context of eBay with the help of respective tool they
set standards and compare it with results so that gaps should be identified to remain competitive
in the marketplace. So after evaluating each and every aspect it has been concluded that
respective plan is very much fruitful for organisation as it provides positive outcomes as it is
relevant for organisation.
CONCLUSION
From the above report it has been concluded that marketing is very much essential for an
organisation to reach at large no. of consumer by creating awareness regarding the products and
services within the consumers. Marketing plays no. of functions such as branding, packaging,
labelling and no. of functions which helps to organisation to remain competitive and sustain for
long time in marketplace. In an organisation different department work in collaboration by
sharing the roles and responsibilities to one another to achieve the common goal of organisation.
In regards of an organisation marketing mix is one of most important tool that provides all
potential knowledge and information about the present as well as emerging product or services
into marketplace. Before launching new product into market organisation have to build effective
marketing plan that focus on each and every aspect such as budget, marketing mix, time
duration, objectives and action plan to communicate individual in an organisation to put one of
best efforts in achieving the standards goals.

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