Marketing Essentials for Students

This assignment presents a diverse selection of academic journals covering various aspects of marketing. The texts delve into topics such as services marketing, health care marketing, entrepreneurial marketing, data-driven marketing, social media marketing, supply chain management, green marketing, and the role of fairness in ethical marketing. The resource also includes an online article discussing the 4P's and 7P's of the Marketing Mix.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION.....................................................................................................................................3
TASK 1....................................................................................................................................................3
P1 Key roles and responsibilities of the marketing function..............................................................3
P2 Roles and responsibilities of marketing relate to the wider organisational context.....................4
M1 Roles and responsibilities of marketing in the context of the marketing environment...............5
M2 Importance of interrelationships between marketing and other functional units .....................5
D1 Key elements of the marketing function and how they interrelate with other functional units. .5
TASK 2 ...................................................................................................................................................6
P3 Various organisations apply the marketing mix to the marketing planning process ....................6
D2 Marketing plan that tactically applies the use of the 7Ps.............................................................7
TASK 3....................................................................................................................................................8
P4 & M4 Produce and evaluate a basic marketing plan for your destination....................................8
CONCLUSION.......................................................................................................................................10
REFERENCES.........................................................................................................................................11

INTRODUCTION
Marketing refers to a process and also some activities which are associated with the
selling and also the purchasing of goods and services. In this involves selling, promoting and
also delivering of goods to the individuals. In the marketing process seller sells the goods to
buyer in exchange of money (Dibb and Simkin, 2013). Your destination is an organisation
which is specialises in the field of private personal hire to the industrial level facilities related
to the transportation. In this present business report mentions about the key responsibilities
and also duties for the officer of marketing. In this report going to discuss about the roles and
responsibilities which will contribute to the wider company’s. Under this report there is a
comparison of 7p’s among the two different organisations. In this present business report
going to prepare the basic marketing plan for the nationwide expansion.
TASK 1
P1 Key roles and responsibilities of the marketing function
MEMO
To: Marketing Manager
From: Senior Executive
Organisation: “Your Destination”
Subject: Key duties and responsibilities for the Marketing Officers and a proposed structure
and
operations of the marketing department
Marketing is a most necessary activity of every business organisation like for an instance
render opportunities to company for the purpose of interact with the other people. It is very
helpful in the buying decision. Regarding this, the manager is responsible in preparing the
marketing related strategies. The key roles and also responsibilities related to the marketing
functions given below as above:
Product- It is that thing which satisfies the needs and also wants of people. It is necessary for
company is to produce the good quality product at the reasonable cost. The role of this
product department is to focus on the quality and quality of products and also manufacture
the products on the basis of the needs and wants of people (Berkowitz, 2016). The main
responsibility of this department is to use the new technology in the process of manufacturing
of new products and also make changes in the existing products.
Promotion- It is an important and also an essentials part of the marketing. Promotion is very
effective and beneficial strategy in context to attracting the people towards the products and
also services of company. The main role of this department is to prepare the attractive
advertisement and also aware people about the existing and also new products of the cited
business organisation. The Your Destination business firm do the promotion with the help
giving advertisement from the news papers, television, holders, banners and many other
ways. This company do the paid promotion as well as the unpaid (Jones and Rowley, 2011).
It is a best and an effective way to communicating with the customers.
Distribution- In this function of marketing, the various kinds of equipments for delivering
the services related to the National Express comes. It is very difficult for the company is to
use the cost effective channel of distribution and from this the cost or price of distribution
will be reduced. It is necessary for the manager of cited business firm is to select the best and
also effective channel of distribution from this the product will be delivered properly in order
to achieving the of an organisation. The main role of this department to delivering the right

quantity of goods at the right time and at the right place. With the help of this customers will
avail its services in proper time.
Selling- Under this marketing function, the role of this department is to selling the products
of company by convincing the customers. If company will make the goods on the basis of
demand of customers then in this case it will be beneficial for the cited business firm. It will
help in enhancing the productivity and also the profitability of business.
Financing- Regarding the marketing related activities, financing manager arranges the funds
for the promotion related activities (Wirtz, 2012). Funds are necessary for the marketing
related activities.
The main responsibilities of manager are to arrange the funds for the marketing related
activities.
Price- it impacts on the business because each and every customer the goods on the
reasonable costs. It is regarded as an amount or a cost which is necessary to change through
the business organisation. It is important for the company is to make some changes in the
existing pricing structure and also make the new structure.
Production- It is an essential part of company (Baker and Saren, 2016). The main work of
this department is manufacturing the goods according to the tastes and also demands of
customers. The role of this department is to focus on the quality of products. It is necessary
for this department is to using the new and also advanced technology in the process. With the
help of this the cost of production will be reduced and the additional wastages will also be
minimized. From this company can provide its goods to customers at the reasonable cost.
P2 Roles and responsibilities of marketing relate to the wider organisational context
MEMO
To: Marketing Manager
From: Senior Executive
Organisation: “Your Destination”
Subject: Roles and responsibilities of marketing relate to the wider organisation
Human Resource- It is a department which focus on increasing the productivity and also
growth of business. This department monitor and also controls all business. The main role of
this department is to recruit and select the most capable persons who can do the work of
company in a very effective and efficient manner. Another role of this department is to
executing the policies at work place, recruiting, selecting candidates, performance appraisal
etc. It is the responsibility of this department is to implement the plans and policies at
workplace in an effective and also a proper manner. The Human resource manager gives the
training to staff members for the purpose of enhancing their skills and also capabilities.
Marketing- This department plays an important role to aware people about the company and
also its products. The marketing department does many different activities such as
distribution, selling, promotion, packaging etc. These all are the main and necessary functions
of marketing. It is important for this department is to increasing the sales and good will of an
organisation. It is the duty of marketing manager is to distribute the goods at the proper place
and also in a proper period of time (Lipsman and et. al., 2012).
Production- This department works on manufacturing the goods and also services by using
the new technology and also machineries. It is necessary for production manager is to prepare
the goods on the basis of demand of customers. It will be helpful in increasing the sales and

also develop the good image in the mind of customer.
Operations- The role of this department is to managing the personnel as well as the raw
materials. It means an administration of the practices which are related to the business for the
purpose of developing the high efficiency and also effectiveness in a best possible manner. It
is related to the transforming of labour and also materials in to the services as well as goods
in a possible and also an appropriate manner for the purpose of increasing the level of profit
in a business firm. It is the responsibility of this department is to analyse the effectiveness
and also efficiency of each department in order to earning the profit.
Finance- The role of this department is to managing the funds for the business related
activities. In its role includes the reporting, controls, mergers and acquisitions, financial
planning etc. It is the major responsibility of this department is to arrange the funds according
to the business related operations and activities.
Information Technology- Its role is to planning, managing, operating and also supporting an
infrastructure of company. The main function of this department is the Data management.
The enhancing the difficulties and also the advancement in technology have maximised the
video, text and also voice inside of business. It is helpful in making the security of business
and company good. It is the responsibility of this department is to record and safe the details
and data regarding the business.
M1 Roles and responsibilities of marketing in the context of the marketing environment
The marketing environment consist the external and also the internal factors which
can impact positive as well as negative on the marketing related activities (Papasolomou and
Melanthiou, 2012). In order to the marketing environment, it is the responsibility of
marketing department is to conduct the marketing research. From this the impact of both
environmental will be reduced.
M2 Importance of interrelationships between marketing and other functional units
In the Your Destination business organisation, there are many different departments
are working but the functions of all the departments are different from each other. In this
business enterprise, there is finance, operations, marketing, human resource, production etc.
But the objective of this department is same. All departments are work together. It impacts
positively on the business and with the help of that growth and profitability of company will
be enhanced.
D1 Key elements of the marketing function and how they interrelate with other functional
units
There are various functions of marketing like distribution, Selling, Marketing
Information System, finance etc. work on completing the target of business. But the role of
each function is different. But this marketing department works with the other departments
of an organisation in a proper as well as systematic way.

TASK 2
P3 Various organisations apply the marketing mix to the marketing planning process
The marketing mix consists the products, price, place, promotion, physical evidence,
process and also people. These all are the important components plays necessary role in the
marketing. In this there is a comparison among the marketing mix of two companies and
these are Your Destination and National Express Group. Both companies deal in the
transportation.
Your Destination transportation company is very expert and also specialist in the
technology and also meet the needs of the firm. This company deals with its travels like an
individual and also give the best experience to the travellers. The marketing mix of this
company given below as above:
Product- The Your Destination Company provides the large and satisfactory services
to people. There are some services like transportation management, value added services and
the warehousing given by the Your Destination business firm. It uses new technology in its
business.
Price- This Company executes the policy related to the competitive pricing in the
strategy related to the marketing mix (Novak, 2011). It set its premium prices so that people
can easily avail it.
Place- It does not presence in the global market. This company deals in United
Kingdom country. But it has an opportunity to increase its business in to the global market.
From this it can target the more people. It will be helpful in increasing the productivity of
business.
Promotion- Your Destination Company gives the advertisement by television,
magazines, and news papers and also uses the social media like twitter and also face book.
People- In this company, there are large numbers of staff members are working
(Desai, 2013). The manager of this company provides the training to its staff so that they can
perform in a batter way and achieving the organisational objective in a given period of time.
Process- It maintains the customer loyalty. This company uses the technology in its
business process.
Physical evidence- This Company establishes its brand name by maintaining its logos
and also the infrastructure of company. If the infrastructure of company will be good and
number people will be attracted towards it.
National express Group is also the transport operator company. It operates its
transportation services with the coach, bus and also rail services in United Kingdom. The
marketing mix of this company given below:
Product- It is a multinational transportation company which operates train coaches
and also the bus related services in UK and many more countries.

Price- The cost of its services is not much high. This company set the effective
pricing strategy in comparison to its other competitors.
Place- This Company operates its transportation business in many different countries
such as Canada, Malta, United States, Germany etc. With the help of expanding its business
in to the other countries, it will be more beneficial.
Promotion- The National Express Company does its promotion with the help of
giving advertisement in the news papers, television, social networking sites etc. The social
media is a very effective source of promotion and also aware people about the services of
company.
Physical evidence- This Company makes its organisation very attractive and also
provides the good facilities to its customers. From this many people attract towards the
services of this company.
Process- This Company using the new devices for its transportation related facilities.
It is for the customer safety because their safety is most important for company (Nguyen and
Simkin, 2012).
People- This Company deals its business in to other countries and in this large
number of staff is working who provide the fast and also quick services to its customers. The
manager of this company conducts the training programme for employees.
M3 Various tactics applied by organisations to demonstrate how business objectives can be
achieved
For achieving the business aims and objectives, it is necessary for management is to
make the effective business plan and policies. In this the Your Destination business
organisation:
For increasing the capabilities and working efficiency of employees, manager of this business
organisation gives the training to them (Bastable, 2016).
 For the increasing the working abilities, manager increasing the morale of
workers.
 It is necessary for company is to manufacture the good quality of products.
D2 Marketing plan that tactically applies the use of the 7Ps
In the process of marketing many different business organisations apply the marketing
mix. It is the part of marketing in which consists the product, price, place, promotion,
physical evidence, people and also process (Hugos, 2011). These all components are
necessary in increasing the sales and also making the business successful. The Your
Destination business organisation also uses the marketing mix elements in its business. In
marketing plan, the marketing mix plays a big role and it iwll be helpful in accomplishing teh

golas and objectives of companty. It is necessary that firm should use the effective marketing
mix.

TASK 3
P4 & M4 Produce and evaluate a basic marketing plan for your destination
Marketing plan refers to a comprehensive document that outline a marketing as well
as the advertising efforts related to the business in future context. The top management of
your destination business organisation prepares a marketing plan for the future activities and
also operations. It explains the operations and also activities which are necessary in achieving
the particular goals and also objective of company. Your destination is a transportation
business firm (Ottman, 2011). It provides the industrial transportation facilities by hiring the
people. The business of this company specialised in using the new and advanced technology
related to the travelling and also ready to meet with the requirements and also needs of
business organisations.
Objectives of Your Destination
The objective of this company is to expand business by making the effective business
strategies. This company wants to provide the transportation related services in different
countries.
Mission of Your Destination
The mission of this cited business organisation is to be the expand its business and
also number one business organisation by giving the better quality of transportation related
facilities.
Vision of company
The vision of this transportation company is to be the leading business organization in
the field of transportation sector.
Workforce
In Your Destination Business Company there are large numbers of staff members are
working. The working culture of this company is good and the staff members of this
company work in an effective and proper manner for the purpose of achieving the common
goals and objectives (Hsu, 2011). It impacts good and positive on the performance of this
company.
External analysis
It consists all those factors which are not controllable by the company. It is necessary
for company is to analyse these all factors to minimise their impact on the business. In the
external factors includes Technological, environmental, social, political, economical and also
legal. These all factors can directly impact on the performance of company.
SWOT Analysis:

It is very effective and also a beneficial process to know the efficiency and
sustainability of business.
Strengths:
 It has a good brand name in the transportation sector in United Kingdom.
 It uses new and latest technology in its business.
 It also provides the training to its staff members.
 This company uses the new marketing strategy in its business.
Weaknesses:
 It has unnecessary actions and also rules.
 In this the turnover of staff members is high.
 It deals in only the local part of the travel sector in United Kingdom.
This company does not deal in the globally (Papasolomou and Melanthiou, 2012).
Opportunities
 It has a great opportunity to decrease the price of its services.
 It has an opportunity to increase its business in to the global market.
Threats
 There is large number of competitors in the transportation market.
 It deals in other sector.
 Many environmental problems impact on the business.
Objective:
Main motive of this marketing plan is to enhance the productivity and also growth of
business firm which give its contribution in accomplishing the competitive advantage to the
business. Under this, the to management of this firm formulates the many effective strategies
which is helpful in enhancing the consumers.
Target Market:
The selection related to profitable target of market is very imperative for the Your
Destination business organisation. Its target market will primarilary related to the individual
segmentation of the market (Hugos, 2011). It is depend on some instrumental components
like growth, profitability and also some risk factors. Your Destination business organisation

will reach to the larger market through targeting corporate as well as the individual
segmentation of market.
Marketing Strategies:
Strategies and also policies is the main part of doing the all business related activities.
For making the business successful, the top management of this company make the effective
strategies.
PESTLE Analysis
It is an effective tool which Your Destination company used for examining the
environmental scanning. The PESTLE Analysis given below:
Political- It is most necessary factor and directly impact on company performance. In
order to Your Destination company, any kind of modification in current authority will make
some changes in the policies. If in case the government make the favourable policies then it
will be beneficial for company.
Economic- In today's time period, it is noticed that in economy of United Kingdom
more fluctuate. In this case, the business of Your Destination company is more impacted and
demand of this company will be minimized.
Social- In today's time, there is more competition in market. At market place there are
many cars for providing the transportation services to consumers. It directly affected the
business of Your Destination company.
Technological- Because of globalisation, the companies come with many facilities for
people which gives more competition who are include in transportation sector. The demand
of consumers is more and they have more options regarding transportation.
Legal- This factor is related to the law. Each and every country formulate the many
regulations and policies. Any kind of change in the cost of fuel the profit margin of this
company will be impacted. If there is any kind of problem at workplace then in this case
company should take the effective decisions.
Environment- The cited organisation deals in the transportation sector and also
contribute more. There are more pressure on these organisation to ensure about not to harm
the goods and also environment.
Budget
Particular
(Marketing
Expenditure)
1st year 2nd year 3rd year
Promotion 15000 17000 20000

Sales advertisements 10000 12000 13000
Direct selling 13000 14000 16000
Total 38000 43000 49000
CONCLUSION
It has been concluded from the above given report that marketing plays a necessary
and essential role. In this report studied about the various different roles and responsibilities
of marketing officer of Your Destination business organisation. There is also studied about
the comparison among the two various organisations related to the marketing mix. The
different roles and responsibilities of some other departments in context to the marketing
department discussed under this mentioned report. In this given report there is studied about
the 7p's of destination. There is formulation of budget which shows the expenses in future.

REFERENCES
Books & Journals
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Wirtz, J., 2012. Essentials of services marketing. FT Press.
Berkowitz, E.N., 2016. Essentials of health care marketing. Jones & Bartlett Publishers.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp.25-36.
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Lipsman, A. and et. al., 2012. The power of “Like”. Journal of Advertising research. 52(1).
pp.40-52.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new
best friend. Journal of Promotion Management. 18(3). pp.319-328.
Hugos, M.H., 2011. Essentials of supply chain management (Vol. 62). John Wiley & Sons.
Jeffery, M., 2010. Data-driven marketing: the 15 metrics everyone in marketing should know.
John Wiley & Sons.
Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour:
effects on consumer decision–making process. International Journal of Marketing
Studies. 4(2). p.121.
Novak, J., 2011. Game development essentials: an introduction. Cengage Learning.
Desai, S.S., 2013. An analysis of the competitive marketing strategies of the hospitality
industry in UAE. IUP Journal of Management Research. 12(1). p.22.
Nguyen, B. and Simkin, L., 2012. Fairness quality: the role of fairness in a social and
ethically oriented marketing landscape. The Marketing Review. 12(4). pp.333-344.
Bastable, S.B., 2016. Essentials of patient education. Jones & Bartlett Publishers.
Ottman, J., 2011. The new rules of green marketing: Strategies, tools, and inspiration for
sustainable branding. Berrett-Koehler Publishers.
Hsu, W., 2011. The vocabulary thresholds of business textbooks and business research
articles for EFL learners. English for Specific Purposes. 30(4). pp.247-257.

Online
The Marketing Mix 4P’s and 7P’s Explained, 2017. [Online]. Available through: <
http://marketingmix.co.uk/>. [Accessed on 5th November, 2017].