Marketing Essentials and Strategies

This assignment focuses on the importance of marketing in promoting goods and services. It highlights various marketing tactics used by companies to improve workforce performance and provide quality services to customers. The key responsibilities of a marketing manager, including monitoring and controlling overall business activities, are also discussed. The assignment provides a summary of essential marketing concepts and strategies.

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK1.............................................................................................................................................3
P1 Explain different role and responsibilities of marketing function.........................................3
P2 Roles and responsibilities of marketing in Your destination ................................................5
TASK2.............................................................................................................................................8
P3 Application of marketing mix in marketing planning process...............................................8
P4 Marketing plan for national wide expansion .....................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is consider as one the important tool in over all operation of business which is
used to promote the goods and services among large audience. Apart from it, management recruit
systematic team of marketing that formulate all the strategies and tactics through which they can
launch all the new products and make any innovation in their existing goods and services
(Andreoli and et. al. ,2010). Under the whole process marketing manager uses different medium
like advertising, roadshows and newspaper through which they can give all the information
regarding upcoming plans of company. Further the company which is preferred here is Your
destination which is transportation organisation and successfully completed 3 years in London
and Essex. The reporter discuss about different roles and responsibilities and other function of
marketing and also tell about the different elements of marketing mix elements in order to
achieve all the objectives of company. Apart from it, your destination require to scan all the
elements of macro and micro environment so that they able to grab outside opportunities in order
to earn profit and outcomes.
TASK1
P1 Explain different role and responsibilities of marketing function
According to AMA, Marketing can be defined as process of creating, communicating and
delivering different types of services to customers that provide utmost satisfaction to customers
(Cooper ,2013). The main benefit that can be taken from it is the establishment of long term
relationship and trust among target audience. In other hand marketing can be done only in order
to promote the demand and needs of large audience that maintain the sustainability of business.
Therefore, in order to get the business successful product must be sold easily in the market.
Nature of marketing can be described below:-
 It is customer oriented process where product and services are produce according to the
demand and needs of customers.
 It work as system as well as process which has been made according to which all the
plans and policies are made by marketing manager.
 It is considered as both science and art in which all the things has been executed on the
basis of logic and reason after researching external elements.
 The main objective is to maximise profits and market share of company.

Their are various type of concepts in marketing which help in managing current and future needs
of customers which described below:-
Production Concept:-
This concept states that customer are attracted towards those goods and services which
are easily available at affordable price. Therefore, company is focusing on producing such types
of products which are cheaper and give higher profits to company. This is the traditional method
and its main attention is towards operational department only.
Product concept:-
According to this concept it has been observed that customers prefer those type of goods
and services which consist some unique features and have standard quality in respect of goods
and services. Apart from it the main objective is to gain the attention of large customers by
providing them multiple products services that leads to strong customer image and loyalty.
Selling concept:-
Under this concept it has been observed that customer are influenced by those products
and services which are largely popular in market. In market different products are coming and
exist from market because of lack of promotion and advertising of goods and services. Therefore,
using promotional tools is important element for selling product of organisation.
Marketing concept:-
This concept is mainly focuses on creating strong brand image and transferring better
values for their products and services. If goodwill is better then they easily create good contact
from suppliers and the main focus under this is on buyer needs instead of customer needs.
Societal marketing concept:-
It is very helpful source in order to identifying needs and wants of target audience on the
basis of culture and social requirements of particular society.
Marketing organisation structure
structure for marketing department is different in every organisation according to their
goals and objectives. It is depend upon size of company whether small and large on the basis of
which work is distributed among employees by considering their roles and responsibilities.
Following are the organisation structure of company give below:-

Advantage of marketing structure are given below:-
 Roles and responsibility of employees are already determined because of which there is
no confusion at the time of performing task.
 Apart from it, authority are already cleared on the basis of which employee already
known to whom they have to report.
 Department are subdivided into different division like finance, cost and work are
allocated on the basis of specialisation.
Duties and responsibilities of employee involved in marketing department are describe below:-
 Marketing manager:-
In every organisation it is utmost responsibility of every manager to formulate all the marketing
strategies. Your destination is UK based travel company which uses different types of medium in
order to reach to customers through their market campaign and various other marketing
activities. Further, they have to report to CEO and manage other staff members of company.

 Public Relation manager:-
This is another department of organisation in which responsibility of workforce is to manage
relation with public (Draelos ,2010). Your destination try to connect strong relation with their
employees through different media source which is helpful in advertising goods and services for
company through press release and public relation. It is large programmes require more funds in
executing that events.
Apart from it other responsibilities of marketing manager are described below:-
 Market research:- It is utmost responsibility of marketing manager is to conduct proper
market research on the basis of which they can generate all the information and data
which they can used at the time of delivering goods and services to customers in
transportation sector. On the basis of research effective plan has been made for better
results.
 Planning expenses:- It is most important responsibility of marketing manager to establish
proper framework in which they can design the project in which they can prepare report
in which detail of all expenses are given in proper manner for executing upcoming
projects of company.
 Customer service:- Marketing manager of Your destination evaluate such type of
framework work in which they decide the procedures through which goods and services
deliver to customer for their utmost satisfaction.
P2 Roles and responsibilities of marketing in Your destination
Their are different types of roles and responsibilities which has been performed by
marketing department in order to promoting their business. It is consider as main face of
company which is used in order to managing and coordinating all the activities of organisation.
Further, it is utmost duty of marketing department to bring new financier in their company
through various promotional strategies. Various roles and responsibilities of marketing division
are described below:- Defining and managing brand:- It is way through which company managing and
defining their brand value in most effective and efficient manner. Apart from it a source
through which customer can experience the products and services.

 Various marketing campaign for marketing initiatives:- organisation also organised
different marketing campaign in which they give information regarding all the products
and services they are going to launch in market to target audience. Marketing and promotional material:- Department of marketing should produce such
type of goods and services and promote its core elements in market (Durmaz ,2011).
 Managing social media:- Under this step marketing department take the assistance of
various marketing media tools like advertising, roadshows and exhibition in which they
promote and aware customers regarding various goods and services.
As a marketing manager of Your destination different roles responsibilities performed by them in
order to accomplish their marketing goals.
Role of marketing in B2B and B2C context:-
Source B2B marketing B2C marketing
Decision making process It is very complex and riskier
procedure
Very convenient and lead to
low risk in business.
Orientation Product oriented Based on relationship
Method Use various methods in order
to improve customer relations.
Under this marketing plans are
made in order to improve plans
of customers.
Marketing as business function:-
Their are different function of marketing used in business which stated below:- Corporate marketing:- This type of marketing is generally done in order to attract the
investors at global level in order to invest in their company that allows management to
expand their market at global level and also maintaining effective communication with
investors. Proper marketing plan has been set by company from research and
observations. Strategic marketing:- This type of marketing is generally done by formulating strategies
for business that can be used at the time of launching new product in the market and
research has been conducted in market in order to grab the market opportunities and gain
competitive advantages over competitors.

 Field marketing:- Under this marketing product are promoted by selling them on field
I.e. through door to door selling and by distributing free sample of products and services
so that customer aware about the product and services launched by company in market.
For example Your destination in order to expand their market in tourism sector require to
distribute their team at different cities in which they aware customers about their services.
 Product management:- Under this whatever the product company is going to launch in
market place need to establish such type of competitive strategies through which they can
manage all other activities of business related to launching of services (Griffitts ,2016).
Other marketing function are following:-
Functions Marketing
Human resource department This department perform different function of
management and basic function is to recruit
such professionals in marketing area who has
capability of given new innovative ideas that
enhance the growth of business.
Finance department The main function of finance department in
marketing area is to make financial planning
regarding all the expense incurred on
upcoming marketing projects of company.
R&D function Marketing department required to interlinked
their connection with research department
because that give all the information regarding
market demand and supply of products in
external environment which help them in
understanding real position in market.
IT department This department also performs various types of
function in relation to maintaining all the data
and information of customers which help
marketing team to maintain long term

relationship with these clients.
Therefore, it is essential for Your destination travel tourism company to manage all the functions
of organisation so that they get adequate knowledge of market regarding the choices and
preferences of customers on the basis of which they make changes in the features of holiday
package offered to tourist and provide adequate training to workforce so they are professionally
trained at the time of interact with target audiences.
TASK2
P3 Application of marketing mix in marketing planning process
Their are different types of application in marketing mix available for organisation which
is used in order to promote all the services and proper planning in whole process of business.
7P'S of marketing mix include different types of P'S which acknowledge marketing team that
what changes need to be done in their product line. Further this is the way through which they
compare their position with other competitors. Here the description regarding 7P'S of Your
destination and National express which stated below:-
7P'S of Your Destination:-
Marketing mix is one of the important element in over operation of business through
which they can interlinked their marketing activities with the objectives of business in effective
and proper manner. The main objective of marketing mix is to aware the customers regarding
their services by using different tools and techniques (Hauer ,2011). Your destination engaged in
transportation business so all the responsibilities of delivering goods and services are come in the
hand of marketing manager only and also at the time of launching goods and services.
The elements of marketing mix are described below:-
Product:-
In service sector it has been observed that all the services offered to customers are
intangible in nature. The main focus of company is to exporting those kind of goods which are
perishable in nature and main goal is to giving services to customers according to their needs and
demand. Apart from it main thing is to designed such services that help in increasing the
profitability of business.
Pricing:-

It is the next element in which company fix the price of product on the basis of their
demand and supply in market. Further company uses different pricing strategies like price
skimming and penetration that help in enhancing the sale of business and this decision is taken
on the basis of vision and objective of organisation. Timely delivery of services to target
audiences help in establishing the long term relationship and trust with target clients by offering
services at lower prices.
Place:-
It is the important factor that need to be consider at the time of establishing business
because the strategic management has to decide the place and location where they want to
facilitate their services. They generally choose such place where they get lot of customers which
avail services easily without error and confusion. Your destination make different type of plans
through which they deliver their services in different places of economy so they expand their
business at global level. They generally run their operation nearby hotels, stations and airport
where visitors want transportation to visit from one place to another and other things is related to
logistics management in which they manage all the transport vehicles for exporting importing of
goods and services. Further they divide different roles responsibilities in various region on the
basis of which they deliver goods to target audiences which leads to effective customer's delivery
services.
Promotion:-
This is the most important component in 7P'S of marketing mix in which for maximising
sales and profitability of business different promotional measures has been used by company.
Further promotional activities include publicity, advertising, social media and other medium
through which Your destination can aware the customers regarding all the services they are
going to provide during their whole journey. It is expensive process but through this company
can enhance their sales ratio and market share in most effective and appropriate manner.
People:-
Under this firm is mainly concentrate on selecting the right person for the vacant job
positions in order to operate all the operations effectively. Basically in transportation company
different people are indulge which include customers, employees, supplier and other member
which involved in working operations. For example Your destination is transportation

organisation that require huge manpower who need to perform various activities for further
growth and profitability.
Process:-
This include all the procedure which has been included at the manufacturing of goods and
services. Different tools and techniques has been used by them that leads to optimum utilisation
of resources and reduction of cost (Hughes ,2010). Further, transaction are accomplish with the
help of machines and for better improvement innovative methods are used for better outcomes in
future.
Physical evidence:-
This can be analysed that services are delivered to all target audiences on the basis of
tangible factors and element present in organisation. Further it includes all the feedback of
customer regarding company services and mechanism is used for further improvement in
transportation services of Your destination.
7P'S of National express
National express is another company who work in transportation department in UK and uses
different tools and mechanism in order to deliver goods to their clients.
Product:- This is consider as main element in marketing mix and national express deals in wide
range of services although company establish their brand image as compare to their rivalry. The
main product of company is not only taxi fare but they also provide quality comfort to their
clients by offering them attractive facility during their journey.
Price:-
National express charge affordable amount from their customers as compare to their competitors
and it deals at every class of clients. Apart from this they provide attractive packages that attract
large customers.
Place:-
National express is offering services at different locations of UK from where they can provide
services to utmost customers. Further this element is very important to expand business at global
level which increase profitability and market share of organisation.
Promotion:-
Company incur expenditure in promoting different types of services they are going to
announce in their transportation sector. Mostly advertisement and social media used by company

to aware clients regarding their products and services from which they gain competitive
advantage over competitors.
People:-
They target all level of customers by offering them services at affordable prices which
help in creating brand image and goodwill of company.
Process:-
National express try to adopt modern and digitalise procedure in which they provide
facility to customer to book tickets online through which people from different country avail
services easily.
Physical evidence:-
They facilitates proper tickets to their customers as well as have a market share in
external environment. Along with this, their packages detail specified presence of a company in
market which help in increasing profit and market share both.
P4 Marketing plan for national wide expansion
Business is focusing on different marketing plans in carry out all the procedures in
systematic manner. Further, it is important for business to achieve all the goals and objectives in
most effective and efficient manner.
Introduction of company:-
Your destination is top most transportation company whose main objective is to provide
efficient services to customers for their utmost satisfaction (Jones, R. and Rowley, J., 2011).
This company working on these sectors for last many years that help in expanding business and
increase profitability for their operations.
Vision and mission statements:-
The main vision of organisation is to expand their business operation at global level
which include Newcastle, Glasgow and Aberdeen.
Mission:-
The main mission of company is to provide world class quality in transportation segment that
help in achieving competitive advantage over competitors.
SWOT analysis of company:-
Strength
 The main strength of company is price
Weaknesses
 Although company run their business

factor because the price which they
given in respect of services are cheaper
and affordable to clients.
for last few years so they are not able to
maintain good contact with supplier at
global level.
Opportunities
 They can expand their transportation
service at rural areas which increase
their profitability and market share.
Threats
 Company require to invest large fund
for the better availability of resources
which become riskier for business
because of uncertainty of profits and
loss.
PESTEL analysis
Political factors
Different political factors that affect business
of tourism industries are natural calamity,
terrorist attack and lack of infrastructure which
affect the comfort of tourist.
Economic factors
It is very important for travel industry to make
strategies to cope up all the instability arises in
economic condition due to change in foreign
exchange rate and inflation.
Social factors
it is very important for Your destination to
consider the taste, culture and choices of
customers from different background that help
them to attract customer regarding their
services.
Technological factors
Indulge different types of innovative and
digitalise techniques in their transportation
services that make easy and convenient for
customer to utilise services.
Legal factors
Your destination has to compile all the legal
regulations of country where they are plan to
expand their business for better results and
productivity.
Environmental factors:-
Use such tools and techniques which create
less carbon footprints and protect environment
from harmful gases.
Target market:-

The organisation required to establish such strategies and practices in their business
operation through which they can provide attractive services to their target market in order to
achieve high profitability index.
Marketing Budget
Particular
(Marketing
Expenditure)
1st year 2nd year 3rd year
Advertisement 6000 4000 7000
sales promotion 5000 3000 3000
Direct marketing 6000 17000 15000
Total 17000 24000 25000
Monitoring and controlling
The most vital responsibility of marketing manager to monitor and control overall
activities of business through which they can improve in operation and working conditions in
effective manner.
CONCLUSION
It has been concluded from above assignment that marketing is one of the important filed
through which company can promote all the goods and services in which they re currently
dealing. Further, they uses various marketing tactics on the basis of which they can improve
workforce performance so they give quality of services to customers that give fuller satisfaction
to them.

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Marketing Department Structure. 2017. [Online]. Available
Through:<https://www.edrawsoft.com/marketing-orgchart.php>.