Marketing Essentials: A Comprehensive Guide to Marketing Principles and Strategies

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Marketing Essentials

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Table of Contents
Introduction.................................................................................................................................................3
Part1............................................................................................................................................................4
a) Explain the key duties and responsibilities for a Marketing Officer and a proposed structure and
operations of the marketing department...................................................................................................4
b) How the roles and responsibilities will contribute to the wider organisational objectives...................7
Part 2...........................................................................................................................................................8
a) Using the 7Ps compare ‘Your Destination’ approach to applying the marking mix to that of National
Express in achieving the business objectives...........................................................................................8
b) Produce a basic marketing plan for the nationwide expansion..........................................................11
Conclusion.................................................................................................................................................18
References.................................................................................................................................................19

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Introduction
The overall concept of the term marketing has been changed a lot. The evolving concept of
marketing includes the satisfaction of the needs and wants of the customers first and then earns
the profit for the company. As per the definition given by Philip Kotler, marketing is an
important term for the organisation that includes the satisfaction of the customers and also
includes earning the profit through the exchange process. Thus, the marketing could be defined
as the process of the management which is executed by the organisation so that the satisfaction
of the need of customers could be provided and in return the company could achieve its financial
goals and objective.
The current paper highlights some basic concepts of marketing that includes the roles and
responsibilities of marketing towards the organisation and its functions. The concept of
marketing mix would be described in the second part of the assignment that also explains the
marketing plan of a company. For the better understanding a scenario of Transportation
Company “Your destination” is given which is applied while answering the tasks given in paper.

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Part1
MEMO
To,
Management
From,
Marketing Manager
Date: 2018, April 16th
Subject: Hiring of two marketing officer for the new branches of the company.
As known, the company is planning to expand the market so that more profit could be
earned by the company. On the other hand, “Your destination” is also planning to compete with
the National Express so new marketing officers are needed to be hired. Here, the main
responsibilities of marketing officer and their benefits to the company “Your destination” are
explained:
a) Explain the key duties and responsibilities for a Marketing Officer and a proposed
structure and operations of the marketing department.
Key duties and responsibilities of marketing officer
Main key duties and responsibilities of the marketing officer in “Your destination” would be:
 Conducting the marketing research: the hired marketing officers of the company would
be responsible for conducting the marketing research. The marketing research could be
on various topics like identifying the needs of the customers, anticipating the marketing
trends, analysis of competitors etc (Wood, 2011).
 Formulating the marketing plan: Only conducting the marketing research is not
responsibility of the marketing officers, they also would be responsible for formulating