Roles and Responsibilities of Marketing in Cox & Kings Travel

Marketing essentials

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Detailed evaluation and analysis of the roles and responsibilities of the functions of
marketing.....................................................................................................................................1
P2. Examination of the inter-relatedness of the marketing function with wider organisational
context..........................................................................................................................................3
TASK 2............................................................................................................................................5
P3. Identification of the aspect of marketing mix and its application within the company that is
mentioned above..........................................................................................................................5
P4. Detailed evaluation of a marketing plan................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is one of the most important as well as effective tool in the operation of business
activities in the current scenario as it helps in increasing the volume and level of sales and that
too within a limited time period (Deb, 2020). Cox & Kings Travel is a firm which is
geographically located in the UK and has it’s headquarter in London and is operating on a wide
scale in the sector of tours and travel and is working since a pretty long time and thus has
captured a considerable amount of share in the industry. In this report there is a detailed
discussion of the roles and responsibilities of the functions of marketing and its relation with
other operations at the same time. Apart from that in this report there is analysis and evaluation
of marketing mix and its application with reference to the company that is mentioned above.
Further this report covers a marketing plan that has been made after doing detailed examination
of all the factors that impacts the working of the firm both directly as well as indirectly.
TASK 1
P1. Detailed evaluation and analysis of the roles and responsibilities of the functions of
marketing
There are a number of different roles and responsibilities that marketing function performs
and for a firm like Cox & Kings Travel it becomes much more important as well as crucial since
it is operating on a large scale and thus all of them are explained in a detailed manner below with
reference to the above mentioned organisation-
Reaching the customers- The foremost function of marketing is to attract large number of
people so that it can help in increasing the sales and substantially profitability of the company in
the long run. Also the function of marketing makes it very sure that the end products are reaching
the prospective buyers without any delay and miscommunication. Cox & Kings Travel’s
marketing departments consists of experts that are trained to attract as many people as they can
within a limited time period so that the product can reach maximum number of people making it
profitable for the firm in the long term scenario (Kruger, Saayman and Hull, 2019).
Market research- The department of marketing does a detailed examination of all the
aspects that are currently in trend in the industry in which the firm is operating so that necessary
adjustments can be made in order to make the firm profitable. Cox & Kings Travel’s marketing

department personnel’s carry out a research in detailed in order to evaluate the trend so as to
direct the activities of the business in that direction only which can help the organisation to reach
maximum number of individuals that are able and willing to use the product and services of the
company.
Product development- The department of marketing make sure that the product that the
company is rendering is according to the needs, requirements, and demands of the customers so
that it can carter the needs of the society making the firm profitable at the end. Thus necessary
changes are made in the product on time to time basis so that it can fulfil the demand and stand
up to the expectation of the buyers. Cox & Kings Travel continuously changes the product that it
renders in the market so as to make things work for the company and can stand well ahead of all
its competitors that are prevailing in the current scenario (Yan and Halpenny, 2019).
Communication- It is very important to communicate in an appropriate manner with the
customer of the company so that the feedback that is received by them can prove useful from the
company’s point of view. The marketing department of Cox & Kings Travel establishes an intact
relationship between the firm and the customers so that in case the product which the
organisation renders to the society is not meeting the expectations of the customers it can be
known from the buyers only and then necessary adjustments can be made in the product well
within time so that it can help the company to grow in the industry in which it is operational.
Distribution- Distribution of the finished products is very crucial and has to be
distributed within a short time period that can help in reducing any wastage and thus increasing
the profits of the company in the long run. Cox & Kings Travel maintain an intact supply chain
so that the product can reach to the prospective person within a limited time frame reducing any
chances of errors in between.
Planning- Functions of marketing helps a company in planning so that all the activities
are directed towards a similar goal that is to increase the sales and then profitability. Cox &
Kings Travel makes different plans according to the situation and then evaluates all of them and
then chose the best suitable plan from the number of alternatives and thus improving the overall
performance of the company (Lalicic and Weber-Sabil, 2019).
Promotion- It is very important to promote the product that a company renders by using
appropriate and effective tools that are available in the market like advertisement on various
platforms. Thus marketing function helps in promoting the product which helps in increasing the