Roles and Responsibilities of Marketing Function in Cox & Kings

MARKETING ESSENTIALS
FOR TRAVEL AND
TOURISM

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
LO 1.................................................................................................................................................3
P1 Roles and responsibilities of marketing function...................................................................3
P2 Interrelation of marketing with other organizational departments.........................................4
LO 2.................................................................................................................................................6
P3 Comparison between marketing mix .....................................................................................6
LO 3.................................................................................................................................................9
P4 Marketing plan........................................................................................................................9
CONCLUSION..............................................................................................................................13
........................................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is basically the series of activities which an organization carries out in order to
promote its products on the wider platform. Marketing essential is the inseparable part of
marketing which helps organization to decide which communication mix to use. Cox & Kings is
primarily one of the renowned travel organization being established in 1758 by Richard Cox and
headquartered in UK.
This report gives a brief about Roles and responsibilities of marketing function,
Interrelation of marketing with other organizational departments, Comparison between
marketing mix and marketing plan.
MAIN BODY
LO 1
P1 Roles and responsibilities of marketing function
Marketing is basically the series of activities and actions which the organizations carry
out in order to promote and advertise their products ans services to the wider audience. There are
different types of marketing functions within which the roles and responsibilities of marketing is
imperative. Marketing concept on the other hand is strategy which organizations implement for
satisfying the customers needs and demands and for increasing sales. The marketing concept has
gone through gradual change since the inception of globalization for example
Production-oriented philosophy- In this, the main assumptions are that anything which can be
manufactured can also be sold. Thus, the older concept states that consumer favors products
which are affordable. Nowadays, the companies are increasing the efficiency of their production
process.
Product concept- This mainly stresses that consumers mainly favour the products that has high
quality and performance along with innovative features. Initially, quality did not matter to the
customers and they were not quality-oriented Today, the customers wants reliability and quality
in services and products.
Marketing concept- Initially marketing was only focused towards achieving goals. The main
aim was to increase the profit. Nowadays, the prime goal of marketing department in any
organization is to satisfy the customers need and demands prior to increasing profit.
Selling concept- This concept states that initially the firms were engaged in creating sales and
leads for the products and did nit focused on retaining them. With the evolution of globalization,

the main focus of organizations is to build a long lasting ad long-term relation with the customers
and go beyond their expectations.
Market research
This is one of the most important function of marketing wherein organizations conducts
and carry out the extensive research of market in order to know the market trends, needs of
customers, major competitors, suppliers etc. Cox & Kings is highly involved in conducting the
market research in order to make their products and services better. The major role of marketing
in this marketing function in Cox & King is to develop a well-through analysis of the market and
recognize the various threats as well as the opportunities which prevails in the market. Another
most important role of marketing is to develop the appropriate communication mix through
assessing the market properly (Vellas, 2016.). On contrary to this, the primary responsibility of
marketing in market research is to collect the data and information about various products and
services which fulfills the needs and demands of the consumers.
Product development
This is the another most significant and remarkable marketing function under which the
organizations are mainly involved in developing the new products or bringing modification in
the existing one in order to satisfy the needs as well as demands of the consumers. The major
role of marketing in product development is to gather the information about various products
which the competitors are providing and gaining an in-depth analysis of them. Marketing
department in the product development is generally involved in determining the pros and cons of
the products and thus bringing innovation in it. On the other hand, primary responsibility of
marketing in product development is to consult with the customers and solicit their feedback
regarding the products to know where improvement is necessary. Besides this, another
responsibility is to generate a thorough report and ensure that the opportunities about the new
product and market trends does not miss out (Alford and Page, 2015).
Pricing
This is one of the most important function of marketing without which the organization
cannot survive in the market. In this, organizations set the prices for their products after having a
thorough market research and thus communicate these prices to the consumers for attracting
them. Cox & King set the prices of their services after knowing the expectation and willingness
of the consumers and thus revise their prices annually to survive in the competitive world. The