Marketing Functions and Interrelationship with Different Departments
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Added on  2023/01/18
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This study explores the role and responsibilities of marketing functions in different units of an organization, as well as the interrelationship between marketing and different departments such as Human Resource and Finance. It also compares the 7P's of marketing between Ebay and Amazon.
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MARKETING ESSENTIALS
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Table of Contents INTRODUCTION...........................................................................................................................1 MAIN BODY...................................................................................................................................1 P1 Marketing functions role and responsibilities for different units of the organization............1 P2 Inter relationship between marketing and different departments of organization..................3 P3 Comparison of 7P's between Ebay & Amazon.......................................................................4 P4 Marketing plan........................................................................................................................7 CONCLUSION..............................................................................................................................11 REFERENCES..............................................................................................................................12
INTRODUCTION Marketing Essentials help in identifying whether the products and service needs to grow or needs an innovative touch and repositioning. It is the soul of an organisation which helps them and its offerings with different marketing techniques. Ebayis the multinational corporation of e-commerce which had its headquarter in San Jose, California. It is the largest selling company which sales from their personal websites for consumer to consumer and business to consumer in the world and has formulated activities in various field in which customer sale and purchase the goods and services across the world. The websites of the eBay is free for all the customer and buyers of the world from which they could purchase their products and services. The following study states the role and responsibilities of marketing function in different units of the organization. Depicting the interrelation of marketing with the Human Resource and the Finance. Further the study carried forward with the application of marketing mix to the process of market planning to attain the objective of the company. The study ends with the evaluation of marketing plan for the company to achieve the success among the competitive rivals with the effective strategies and plans. MAIN BODY P1 Marketing functions role and responsibilities for different units of the organization Marketing functions helps the organization to determine and source potentially successful products and services for the consumers within the marketplace in which they operate their business and helps them to differentiate themselves from the similar products which are available in the market. It is the very important part of the company.The aims and the focusses of the marketing function is to fulfil the needs and wants of the customer by their services and products. For the successful operations of the business customer plays an important role in the business of the eBay. So the eBay achieve the needs and wants of the customer for their success and growth Market Planning - Marketing planning is a comprehensive plan which helps the organization's overall marketing efforts. It is the continuous processes of marketing function where marketing plans, 1
procedures, polices and programs are determined according to the marketing objective of the company. Roles: The role of marketing functions this helps the company to establish differentiate product which should vary from similar products in the market and promote them effectively so that they can directly influence the customers. The company spends a high amount for their promotional activities as they believe that the profit will increase after the advertisements. Responsibilities: ï‚·The major responsibility of the marketing function in making a business more profitable and viable(Pike, 2015). ï‚·It can be done by engaging customers, creating awareness among the customers, researching different products and their competitors and various promotional activities which help the organization to increase the sales and profit margin. ï‚·Ebay launches different products from its other competitors. The company offers make-up remove towel with the make-up cleaner. So somehow the existing customers among with the new customers easily will be attracted to the product because of their product differentiation. In 2016, Ebay has updated the marketing plan and launched a new product Total repair shampoo in which the company offers the one solution for 5 hair problems that includes anti-damage, anti- thinning, anti-split-ends, anti-breakage and anti-brittleness (Functions of marketing,2018). Marketing Research Marketing research is the key element for the marketing function to attract the customers and develop the product according to the needs and demands of the customers. Roles: The role of marketing is to avail management with accurate, relevant, valid, reliable and up to date information about the market. The goal of marketing is to identify and access how the marketing mix that is product, price, place and promotion effects the buying behaviour of the customers. Responsibilities: ï‚·Main responsibility of marketing is to render relevant information and making the marketing decision as per the market research. 2
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They are updated with the new market trends and implement the best practice to achieve the organizational goal(Malhotra, 2015). The Ebay group is continuously making a major investment in the research and innovations. The company has its four branches in innovation and research which includes the – advance research in which evaluation of scientific models are take place and knowledge is developed in major scientific field, applied research includes the creation and development of new products, development in which they develop and prepare new formulas for their brand safety and innovatory products and support functions helps in patenting, customer surveys and regulatory affairs etc. Ebay has developed the active ingredients, evolution technologies and formulation procedure for hair and skin care with the help of great innovations and research. Market Development Market development is the strategic step taken in marketing function of an organization to develop existing market other than moving to new marketplace. It is the two-step process which is begins with the market research in which segments are analysed and short-listed and can necessary steps are taken for using the existing products and services which can easily attract the customer's. Roles: The major role of marketing is to raising the living standard in the society, raising the opportunities for employment, hike in national income, protect from business drop-off. Responsibility: The responsibility of marketing is to review the competing products, sales and services in the market and suggest changes in the current plan and formation of new plans if it is necessary. The marketing helps the Ebay to develop a range of products and globally establish a brand image(Perreault, 2018). To develop the global strategies, development processes for products and subordinating the strategies for development in various countries where the group is situated. For example, In their Professional Products Division, that is responsible for prestigious salon brands, their marketing development team works with the education teams as they are expertise and knowledge are exchanged with the hair dressers by the engine of their marketing creations. 3
P2 Inter relationship between marketing and different departments of organization Marketing in relation with Human Resource In the competitive market companies need to find different ways to attract the customers and right talent for their products and services. Marketing and Human resource are co-related with each other in marketing process company concentrate on attracting the large number of people and achieve the target sale and with the help of Human Resource company can avail the top talent for the growth of the company. Effective marketing of the Ebay is the key in future success for the HR departments to get the right individual at the right time. Collaboration with Human resource of Ebay helps the marketing to achieve the success for the organization with the help of tangible product and brand platform for communication with customers(Lane, 2016). As marketing team is directly connected to the customers they can spread the mission and vision of the company so that they can attract the potential employees for their company. The HR department promotes and recruit the efficient candidates for marketing which helps the Ebay to enhance their marketing practices and effectively attract the customers.Skilled and intelligent employees with the effective knowledge of marketing could be selected by the human resource management which will helps in success and growth of the business of the Ebay. Marketing in relation with Finance - Marketing and Finance are the two main pillar of the company on which the growth and the profit of the company are depended. Finance is concerned with the all financial aspects like costs, profit, practicability of projects, growth in the sales and the financial performance during the financial year and whereas the marketing is concerned with the targets for the sale, sales volume, comparison of sales with competitors, data mining, advertising and publicity of the products and services. The Ebay marketing team work's collaborate with the finance team prepares the advertisement programs and sales promotion activities according to the budget of the company(Bhatt and Gupta, 2018). Finance and marketing works closely to maintain the ratio for marketing expenses and advertising expenses to the gross sales of the Ebay at the end of the financial year. Finance department prepares the budget for the future expenses for the advertising and marketing. So the company can use the budget for their future marketing campaigns which will help the company to raise their profit by attracting the customers to their products.The finance department of the eBay provides the funds and gives the budget to the department of the marketing to do the activities marketing and increase the customers of the business while on the 4
other hand marketing department helps to increase the success and growth of the business of the eBay Marketing with R&D: This department will bring new techniques and innovation in the business of the eBay which satisfy the needs and wants of the customer. To fulfils the demands of the customer both the department works together in the business which increases the profits and sales of the business. Marketingwiththeproductiondepartment:Thedepartmentofmarketingprovidesthe information about the needs and wants of the customer so that the production department makes changes in the development of the products and services as per the needs of the customer. To achieve the success of the company there is need to maintain the interconnection between these department is necessary P3 Comparison of 7P's betweenEbay& Amazon Marketing mix is basically a well structured set of different tactics and strategies which the organizations utilizes in order to promote and advertise their products and brand as a whole within the market. It is predominately integrated with 7P's and thus encompasses 7P's within the marketing. Although based in same industry, the two well renowned brandsEbayand Amazon still uses these marketing mix in the entirely different ways. Illustration 1: 7 P's Marketing Mix [Source:The 7 Ps of marketing,2019] BasisEbayAmazon 5
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ProductEbayhave a broad portfolio of different brands under which it is the auction sites which sales the vintage items the services oftheeBayhavethree divisions namelymarketplace, stub hub, classifieds platforms. Under these departments,Ebay majorly develops the products andservices(Purvis,2015). Besidesthis,Ebayisalso endowed with kids and herbal products.Theebayprovides the products and services from their online websites which is easier for the customer. TheportfolioofAmazon accommodatesalarger products and mainly addresses theneedsandwantsofthe customer.The products of the amazonisdividedintofour categories i.e. websites of the amazon,electronicsdevices, content of the media, amazon web services. PriceDuetoitsleadingglobal image,Ebaymainly focuses on cost leadership pricing and sell their products at superior price withoutcompromisinginits reliabilityandhighquality which compels the customer to pay even the high prices. The companyemphasizesto maintainitsvaluebased strategies of pricing for their products. Amazon mostly caters both the gendersthusinorderto penetrate urban as well as rural market,itadoptsreasonable pricingstrategywhereit realizesthattheaffordability rate of the consumers will lead tolargevolumeandthus eventuallyresultinreaching masses and earn profit(Baker and Saren, 2016). PlaceEbayhave a wide distribution channelandnetworkswhere Withhighbrandnameand establishment,itgenerally 6
their products and services are made accessible to consumers andthususesexclusive distributionstrategy.The customer gets the products and services from the websites like www.ebay.comand from the apps of the eBay. These are the placesfromwhichthe customer easily purchase their products and services.It has its products and services on the online sites in more than 120 countries along with efficient dealers and retailers. utilizesselectivedistribution strategy where the services of distributorsandretailersare spreadinvariousbranches wherethesalesarehigh within UK. It has a centralized point of distribution where the productsarriveattheir productionplant,andthey directlyinteractswith wholesalersforprice- expediency.Inthismanner, theyselltheproductsof acclaimedbrands&their distributionnetworkremains cost effective. 7
PromotionEbaygenerally adopts several mediaintheirpromotional strategy where their products areadvertisedviamarketing messages(Rowley,2016).It uses the media such as print, television,online advertisementandbillboards which increase the awareness of the brand and increase the salesofthebusinessofthe eBay.Besidesthis,ituses onlineplatformtosend customizedmessagestoits customers. Althoughhavinglowsocial media presence, Amazon stills advertisestheirproductsvia radio,billboardsnewspaper etc.Itgenerallyfocuseson wordofmouthpromotional strategyandofflinemodes throughawiderangeof promotionalcampaigns. Sometimes,customer satisfaction surveys are being carriedoutandthentheir results are used as a part of promotion. PeopleEbayhasatrainedstaffon whichtheyrelyonfor promoting their products. They have trained more than 20000 which increase the sales of the ebay.Besidesthis,thewell efficientandtrainedretailers andwholesalerhelpsthe company to place their unique position within market.There are12600employeesinthe eBaywhichgivestheirfull efforts to increase the sales of the company. Amazonhasawelltrained staff along with the sales floor staff a which eventually helps thecustomerstoobtainfull accuracy(Rancati, Gordini and Capatina,2016).Apartfrom this,themanagersofthe companyarewell-equipped withtheprofessionalskills which aids them to make the right choice for customers and provide better experience.The people are the in the company are those people who bring the products to the customer. 8
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ProcessEbayhasawelldefined processofdeliveringhigh qualityservicestothe customers and thus depends on refinedprocess(Rowley, 2017).Itsprocessmainly includesmentalstimulus generationviamagazines, Vogue etc. Besides this, it also includes job shop operations. Amazon, prior to marketing of itsproducts,undergoes through a rigorous process of testingtheirproducts.They usestechnologicalprocesses for producing their goods as wellaselectronicprocesses like EPOS and barcodes which increasestheloyaltyamong consumers. Physical evidenceThe layout as well as design of Ebayproductswithintheir store are more extravagant and hasan eye catchingdisplay. Besidesthis,itfocuseson sustainableandlighter packaging along with refillable packaging in order to entice its customers. Amazonprovidesasubtle, plain as well as dark packaging of their products which gives a contemporaryvibetothe customers.Thispackaging promotes a more classier look and thus increases the daring colourswhicheventually attracts more mature crowd. The products and services of the eBay are way better than the products and services of the amazon. Ebay have the wide channels of distribution and networks which sells the products and services to the customer on the other hand amazon uses the selective distribution channels to sale their products and services. Ebay uses the social media for promoting the brand while Amazon uses the promotion campaigns for their promotions P4 Marketing plan Executive summary E- bayis basically the company, selling cosmetics in across the UK region and currently have more than 40 branches. It usually deals in men as well as women toiletries ofrenowned brands but does not produce their own products(Hugos, 2018). Currently,E- bayhas planned to 9
launch a brand new anti-ageing product which is Forever Young to target the masses above 30 years of age. Company has an aspiring plan of becoming the great market leader through this product. Mission E- bay is one of the biggest online retail companies in the world whose main aim is to provide a global trading platform to all types of organizations and businesses where they can trade in an effective manner. Its mission statement indicates and shows that multinational retail businesses is essentially a global venue. Vision Its vision statement is quite different from its mission as it wants to become the world's best and favourite destination forgetting great value and operating business. Vision statement is a long term goal that push the company to perform all activities and align its strategies with its structure efficiently. So, it can be said that from its long term goal and vision statement that it wants to provide qualitative services to all type of people. Objectives ï‚·To capture a large market share of around 30% before the closing of year 2022. ï‚·To increase the experience of customer by 10% in forthcoming 5 months. SWOT analysis of Amazon Strength The major strength of E-bay is that it is the biggest platform and allow different types of businesses to sell large variety of cosmetic products of acclaimed brands which ultimately broadens its product portfolio(Allen, 2016). Besides this, it is now moving into launching its own brand which will target the age group of 30 or above. It has high effectiveness of services which makes it able to become financial stable and take several competitive opportunities. In addition, it is also stated that it has increased its revenue in the year of 2013 as compared to 2012. Weaknesses The prime weakness which has dominated E-bay is that its weak position and increased number of counterfeit products which leads to some lawsuit to notable brand. It is also stated that this company has taken responsibility of some criminal activities that decreases its 10
brand image in the market. Besides this, being the seller of large number of brands, it has less subdivisions to handle the different departments and products. Opportunities E-bay can take the advantage of increasing awareness among the consumers regarding selling and trading online products(Pappas, 2017). There is a rising popularity of online \trading that can gives it opportunity to increase sales and attract several businessmen. In addition, it has a feature of alternative payment system by which its suppliers and different traders find it effective. So, it can be said that it can take competitive advantages by all its strengths. Threats The main threat for the company in the near future would be the use of high technologies (Folinas, and Fotiadis, 2017). providing access to all type of businesses it becomes difficult for E-bay to collect sales tax on merchandise sold through online website. Due to onlineand E- commerce, internet fraud and threat of personal informations risks is also increasing which is the biggest threat for this company. 7P's for Forever Young Product E- bayhas recently planned to launch its brand new product Forever Young which is basically an anti ageing cream. This product will target the people of 30 years of age or above and will becomeE- bayfirst parent product. Price Being the first product,E- baywill use penetration pricing strategy where the initial price would be set low in order to acquire quick market share and to make the consumers aware about the product. Place This new product will generally be made available at a large location in more than 30 branches like supermarkets, general stores, retail outlets etc. It will usually be present at the places where middle and old age people frequently visit like departmental stores. Promotion The company will make the use of Email marketing and where they will first spread the message of new product through customized Email(Zimmerman and Blythe, 2017). Besides 11
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this, it will also promote the product through free sample and sales coupons by hosting trade shows at specified locations. People E-baythroughwholesalersandretailerswillgeneratetheawarenessamongthe customers for Forever Young. Apart from this, a separate marketing team designed for this product would take this product to the general public and the trained staff will describe its features and attributes to the consumers. Process Through a well defined supply chain,E- baywill take the Forever Young to the customers and will focus on fast delivery at their doorstep. Along with it, it will depend on electronic process for providing more customized product. Physical evidence Packaging of Forever Young would be sustainable and multi-purpose which can be used by the consumers after using the product. Besides this, the packaging will be light enough to carry and would be attractive and appealing to give a tough fight to competitors. Budget The budget of the marketing plan is of the 2400£ through which the company increases the sales of the new products. STP Segmentation£ E- baysegments the market on the basis of demographic factors like for Forever Young, it has segmented the target market on the grounds of age where this anti ageing cream will focus the audience of 30 years of age or above. Targeting The company will target the niche market and hence will use concentrated marketing under which Forever young will be promoted to small group of consumers generally to middle and old age people and will sell the product to that specific market. Positioning 12
E- baywill emphasize on price quality positioning where the price of Forever Young will be affordable without deteriorating its quality. In short, price-quality attribute will be the centre of attraction where customers will get the high quality cream at reasonable price. Monitoring & controlling OnceForeveryoungislaunched,thecompanywillmonitortheactivitiesof the employees so that they will focused to increase the sales and productivity of the new products. Controlling After monitoring the entire outcome of the product,E- bay controls the business operation and gives the instruction to the employees so they work as per the direction of the manager of the E- bay 13
CONCLUSION From the above study it is concluded that the marketing plays an essential role in the organization to achieve the targeted sale and profit margin of the company. With the help of marketing customers can easily attracted to the products and services rendered by the company. So more and more consumer's attraction somehow increases the sale of the company and thus the brand reputation will also increase in the market. The company can vary their products according to the needs and the demands of the consumers and thus they can also attract the talent to the company which can help the company to achieve its objective. Marketing somehow directly affects the sales volume of the company and marketing is interlinked with each and every prospectus of the company thus it is the essential part of the organization to raise the profit margins of the company and compete with the other rivals efficiently. 14
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