Marketing Essentials: A Comprehensive Guide to Marketing Principles and Practices

Marketing Essential
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Table of Contents
Introduction................................................................................................................. 3
LO1: Explain the role of marketing and how it interrelates with other functional units
of an organisation........................................................................................................4
LO2: Compare ways in which organisations use elements of the marketing mix (7Ps)
to achieve overall business objectives........................................................................9
LO3: Develop and evaluate a basic marketing plan..................................................13
Conclusion................................................................................................................ 18
Reference List...........................................................................................................19
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Introduction
For any business or firms, marketing develops as being the heart of the organization.
The foundation of the business lies in the form of having successful marketing.
Marketing serves as an umbrella covering Public Relations (PR), promotions,
advertising and sales (Baker and Saren, 2016). Marketing is based on the activities
of the suppliers and the buyers involving channels of distribution. Peter Drucker has
defined business as the institution revolving around two basic functions such as
innovation and marketing (Tomczak et al., 2018). The activities included in marketing
are anticipation, manufacturing of products, purchasing of raw materials, distribution
to the customers through retailers and finally gaining profit and increase in
productivity. This assignment briefs about the marketing activities that take place in
the Travel and tourism industry, Your Destination operating in UK. Your Destination
is an emerging business facing threats from National Express. Marketing activities
will help the company to meet the threats from National Express and develops its
position in the market. This assignment gives a detailed picture of the roles and
function of the marketing officer in the organization.
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LO1: Explain the role of marketing and how it interrelates with other functional
units of an organisation
a) Explain the key duties and responsibilities for a Marketing Officer and a
proposed structure and operations of the marketing department. (P1) (M1)
Your Destination
Inter-office Memo
To: Senior Management, Your Destination
From: Marketing officer, Your Destination
Subject: Roles and responsibilities of marketing officer
Marketing activities revolves around certain specific functions like production of
goods and commodities, framing of marketing strategies, focusing on the distribution
of the products through retailers or directly to the customers serving as the end
consumers (Armstrong et al., 2015). Selling and buying concept between the seller
and the buyer, promotion about the products and the company, finally leads to
creation of awareness among the customers about the services. The final activity
includes earning revenues thus increasing the brand image and the market share
captivating a strong position in the market. The role of the marketing officer comes in
during the starting phase of the marketing activities and continues until the revenues
are earned leading to profit of the organization. The concept of developing marketing
plan evolved in the mid 19th century era, where new competitors created a threat for
the existing companies (Pike, 2015). Marketing officer needs to have apt and up-to
date knowledge of the current and future trends evolving in the market in line with
the requirements of the customers. Marketing activities are conducted to gain
customer satisfaction by identifying their needs and meeting their requirements. The
officer needs to research on the demands of the customers by communicating with
them either through survey, or conducting marketing research or even through
gathering feedbacks.
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To gain an increase in the productivity, the officer ensures that efficient
communication develops between the suppliers and the buyers. An officer acts as
the pillar in conducting all the activities developing the position of the company and
also retaining the existing customers. Skilled employees hired solely do not meet the
demands of the company and that of the customers but the employees have to be
employed in the right department based on their expertise. An officer has to maintain
a track in monitoring and organising performance managements to cater to the
requirements of the company.
It is the duty of the officer of Your Destination to enhance customer relationship by
providing better quality services and catering to their needs. The marketing officer
oversees certain criteria like promotion of the brand image (Huang and Sarigöllü,
2014) of the company, planning strategy, taking care of external factors like the
7Ps, understanding the strength and weakness of the company by taking
advantage of the opportunities to meet the threats like National Express. Basically
the marketing officer will have to keep an intact record of the yearly revenues
earned by the company and develop ethical relationship in the organization. Your
Destination has been an emerging company in the travel and tourism sector, thereby
making the officer focus on the marketing mix and developing communication
with the public relations. To create awareness about the company, the officer needs
to ensure having proper kind of advertisement using web designing or advertising
tools. The officer has to conduct and supervise marketing campaign (Huang and
Sarigöllü, 2014), so as to understand the trends in the customers.
The marketing department of Your Destination needs have knowledge of the various
duties and tasks to be performed for creating awareness about the services offered
by the company. The travel company Your Destination just like other companies
consist of a firm structure, headed by the CEO of the company, then the President
and other departmental heads. The president of Your Destination Company is
entitled with the task of maintaining and controlling the various operations within and
outside the organization. The other departmental heads consists of the marketing
manager assisting the President to carry out the task smoothly. Then lies the market
researchers below the President to cater to the needs of the customers and the
employees of the organization as well. The PR agencies lies next to the researchers
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helping the company develop its bond with many external organizations assisting in
the growth of the company.
Figure 1: Organizational Structure of Travel and Tourism Sector
(Source: Created by Learner)
The PR agencies actually help in creating awareness about the company through
non-paid advertising. The company may offer discounts or brochures to attract new
customers and increase the reputation of the brand. Finally the employees are
organized in the structure assisting the managers and the departments to achieve
the organizational goals through their efforts. Employees are the core departmental
bodies forming the base of the company. Your Destination employs skilled labour to
meet the demands of the customers by producing better quality services.
b) Explain how the roles and responsibilities will contribute to the wider
organisational objectives. (P2) (M2)
Your Destination
Inter-office Memo
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TourismBoardChiefExecutiveandSeniorManagementTeamBusinessSupportProductDevelopmentCorporateDevelopmentHRFinance