Marketing and Destination Management

This document is an assignment that covers various aspects of marketing, particularly in relation to destination management. It includes references from books and journals on topics such as green marketing, customer reference marketing, corporate social responsibility, and stakeholder orientation. The assignment also provides a summary of the responsibilities of marketing departments and discusses the importance of creating effective marketing plans for destinations. This document is suitable for students studying marketing or tourism management.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Merchandising functions and its various roles and responsibilities.......................................1
P2 Roles and responsibilities of marketing in 'Your Destination'...............................................3
TASK 2............................................................................................................................................6
P3 Application of marketing mix in marketing planning process...............................................6
TASK 3............................................................................................................................................8
P4 Marketing plan of 'Your Destination' ....................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing can be defined as process a process through which companies are creating
value for its customers and build strong customers relationships in order to capture value from
them in return. The basic function conducted here is buying and selling of goods and services. It
is considered as a very important proves because in an organisation because it helops in
identifying customers needs, wants and demand of customers. So , it can be said that it is a
managerial procedure which is accountable for discovering, analysing and gratifying customer's
needs and wants. Organisation referred here is 'Your Destination' which is a new transportation
company who is providing specialized services in private personal hiring in industrial
transformational facilities. This report will discuss roles and responsibilities of marketing
function in an organisation and their interrelationship with other functions. It will also explain
the process of marketing mix that will help in achieving goals and objectives. A marketing plan
will also be prepared for your destination.
TASK 1
P1 Merchandising functions and its various roles and responsibilities
Marketing is the management process through which goods and services are transferred
from main concept to the customers. It includes the coordination of four elements which are
called the 4 p's of marketing:
 Identification, development and selection of a product.
 Determination of its price
 Selection of a distribution channel through which reached to the customers place.
 Development and implementation of promotional strategy.
Marketing officers
It is the process which is managed by the marketing officers. Marketing officers are the
persons whom are responsible for the marketing and promotion of the product and make
available to the customers. So they are the responsible for availing the product to the reach of
final customers (Biemans, Brenčič and Malshe, 2010). Marketing officers are associated with the
complex job includes, marketing expenses, funding, brand image, company expansion and risk
mitigation.
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Duties and Responsibilities of marketing officers
1. Expenses and plans: Marketing officers are responsible for making financial plans
regarding marketing end of the business. The main goal of the marketing officers is to
increase the sales so it is required to properly deploit the funds to the selling department.
Making plans in advance regarding the sales helps the officers to understand easily about
their work and helps to proper implementation of these plans.
2. Brand image and market placement: Market officers are also associated with main work
of branding of the product and make it popular in the eyes of the customers. A good
branding is called when it makes space in the minds of the customers. For the purpose of
branding it is necessary that it advertises the product through different channels and
maintain the quality of the product and provide full customer satisfaction (Dibb and
Simkin, 2013).
The market placement of a brand is directly linked to its perception within the market.
3. Expansion: Market officers use the successful marketing campaigns to increase the
revenue. The marketing officers role is to use these extra funds to expand the company
size or market share. They also us new product development to grow the business and
expand market share. With the help focus research and market trends, marketing officers
will determine what thw market needs and wants and how best to fill those demands. If
this campaign works then it is helpful in creating the more revenue and extending the
market share.
4. Customer Experience: Marketing officers always try to work on new ways to enhance
and simplify the relationship between they company and the customer. This may be
accomplished through smart, innovative marketing campaigns, coming up with new ways
to reach the consumer and easier purchase delivery. So it is an step by the market officers
to provide more customer satisfaction (Dief and Font, 2016).
5. Risk & Policy: As a marketing officer, they have to must deal with the legal and financial
risks. They must have to see every time when they are preparing Ads campaign that they
not violate any copyrights and not copying and using others brand name.
Structure of Marketing department
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The structure of marketing department is based upon the needs of the business. Typically
the have a leader, high level executive who is responsible for establishing the strategies and the
overseas operation team.
The marketing president gradually manages the whole marketing management team,
including the roles like the product manager, Advertising manager and public relation manager.
Each manager is the responsible for the work of his team and of the specialists.
Operations of Marketing department
1. Defining and managing your brand: It involves defining about the what you are, what you
stand for, what you say about yourself, what do you do and how yopur company acts.
2.Conducting campaign management for marketing initiatives: It identifies the products and
services to be focused on over the course of sales cycle.
3. Producing marketing and promotional materials: That the market department should create the
materials and promote the our core products and services.
4.Monitoring and managing social media: Marketing department should also oversee the social
media accounts of the company very carefully (Dief and Font, 2010).
5. Producing internal communication: The marketing department is responsible for making the
internal communication between the other departments and his department for the purpose of
achieving desired results.
P2 Roles and responsibilities of marketing in 'Your Destination'
Marketing function is considered as one of the most important concept in an organisation.
But it can not function alone, it needs support from other organisation function as well. A
company will be able to function well only if all the functions are working in synchronisation.
Marketing function is connected with each department of organisation. When all these functions
are performed together they help in developing strong relationship in company (Ferrell, and et.
al., 2010).
Role of marketing in B2B and B2C market is different from one another which can be
understood from the table given below:-
Source B2B Marketing B2C Marketing
Decision making process Very complex and high risk Easy and low risk
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Focus Lead generation and relationship
management
Brand building
Process More complex and longer buying
process
Single step buying process
Buyer's behaviour More sophisticated buyer Less sophisticated buyer
Orientation Product oriented Relationship oriented
Geographical area Limited area It is spread across
Goals Increase sales and volume of
products sold maintaining best
quality
Aims to increase brand recall
Marketing as a business function:-
It is considered as most important function performed in and organisation. It is the only
function who is directly dealing with customers. It contributes in creating good customer value
and satisfaction to customers in market. It is their responsibility to attract customers from market
by providing them products as per their demands. Also they should take care that none of the
customers should left unsatisfied by services given by company. In case of 'Your Destination', it
is the responsibility of marketing department to take care that customers who are availing their
transportation services should be satisfied and should come back again (Jalkala and Salminen,
2010). There are five important marketing functions that are conducted in an organisation which
are described as:-
 Corporate Marketing- This function is conducted to place the product in international
market and also improving brand image of company. It helps in improving relationship of
company with the investors they have in market and ensure that proper corporate
communication is held between them.
 Strategic Marketing- It is conducted to set strategies for organisation which is related to
its growth and development, product and services management. These strategies are
applied by companies whenever they see any new opportunity in market.
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 Product Marketing- In this, plans related to launching and promoting product in market
is prepared. Whenever a company comes up with a new product or service, product
marketing is always conducted before launching it officially.
 Field Marketing – Whenever company feels that there product is not known to
customers or they don't have enough information about the market and customers living
nearby, in this case field marketing is adopted by them where they do survey of market
and also adopt door to door4 selling to sell products.
 Product Management - It defines and positions product, pricing strategies,
commercialization strategies, competitive positioning etc. it basically works with cross
functioning team where member from different department sit together and do planning
to achieve results.
Relationship of marketing function with other functions in organisation are:-
1. Marketing and Human resource management – HR department is considered as one
of the most important department because it helps in getting good and efficient people to
the organisation. Marketing helps HR department in searching talented candidates whose
skills are completely matching with profile available. HR manager is able to conduct all
these activities with the help of marketing only (Ko, Hwang and Kim, 2013). Marketing
team prepares plans as to how candidates should be informed about the recruiting process
conducted in company.
2. Marketing and customer services – Customer service department helps in solving
issues present in company regarding product design, quality, size, colour and provides
necessary solutions also. Marketing department helps customer service department in
analysing the customers demands and problems that they are facing.
3. Marketing and Finance- Finance department conducts many important functions in an
organisation. They have various financial products and services that needs to reach the
customers and marketing helps them in this step. They will help finance department in
analysing funds and important information that is required to increase productivity and
profitability.
4. Marketing and Research and Development- R&D department gather or collect
important data and information which helps in identifying customers demand as well as
needs and marketing department helps them in gathering these information easily by
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conducting various market surveys. Marketing is important for research because it assist
in analysing whole market situations which are based on internal and external factors. It
helps in attracting large number of customers towards company’s products (Ko, Hwang
and Kim, 2013).
5. Marketing and Production & operational department - Marketing functions helps in
finding new produced products by analysing of external and internal environment factors.
Operational department will manage functions such as packing goods, distribute new
products and develop innovative goods and keeping them in stores. Marketing
department helps in analysing customer's needs and demands (What is Marketing plan?.
2017).
6. Marketing and Information Technology - IT department helps companies in gaining
competitive advantage in market . Marketing department uses technology for promoting
their products through online selling, post goods detail on internet, make videos and
pictures of specific items which attracts large number of customers. It brings new
techniques in organisation because of which work is done easily.
TASK 2
P3 Application of marketing mix in marketing planning process
For a child organisation which is seeking to establish its entity in this competitive
environment detailed analysis is must, detailed analysis contains the information about the what,
why, where. This detailed analysis is formed in 7ps of marketing mix. So let's know about the
7ps of marketing mix.
Marketing mix strategies can be explained as :-
Product :- Product or services analysis known as basic analysis for any organisation whether it is
service providing company or manufacturing company. It is a detailed analysis of product
or service in which stream the organisation wants to create its image and create its market
environment. The structure of product analysis is concentrated customers interest and their
needs, what does a customer actually want, what are their expectations, what kind of
services and facilities required for a different groups (Lamberti and Noci, 2010).
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Price :- Price represent the optimum consideration paid for a particular product or a service. It is
important for an organisation to make its product's and service's cost at the minimum and
profitable. Substitutes are available in the marketing and price will only option which comes
in a mind of a customer at initial product.
Place :- Place roles a very vital role for an organisation to set up an business entity because place
is the only destination where an organisation get all the resources to make a product.
Planning management find out the best and appropriate destinations so that an organisation
could get all the sources easily and timely (Responsibilities of marketing department. 2017).
Promotions :- Promotion is an activity done by the organisation to introduce its product and
services to the customers and in the market. There are many sources to promote of an
organisation's services and products like advertisement, free samples, media, internet, etc.
Process :- Basically process are used by the manufacturing units, refineries, mines etc. Product
which is need to divide and bifurcate in multiple units has to go through with different
processes.
People :- For an organisation people represent the group of area to whom company wants to sell
its products and services.
Physical evidences :- Physical evidences are basically used by the services providing services as
an proofs for a customer that he/she is delivered that service.
7ps of marketing mix used by Your Destination :
 If we talk about Your Destination and its strategies and market mix in delivering its
services then we found that company adopts the latest trend and techniques according to
its customers and market requirements. Organisation uses advanced and premium sources
to keep their servicing to give best experience with advance technology (Lusch and
Webster Jr, 2011).
 Company is operating its business operations in London and Essex and planning to
expand soon. And it strength is flexibility in implementations new techniques and
changes in business operations.
 Company also uses digital marketing techniques and approaches to increase its market
area, and also it provide a wide range of options through digital resources to its customers
that they can convey and know the information about their product and services.
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 Your Destination achieved 40% growth in 2016 by one of its digital marketing sources
which is online ticket booking application and mobile sites.
 Company launched its 'infotainment' system for its customers so that it become
convenient for its customers.
 Company won lots of awards in its bus transportation sector its advanced and luxurious
transportation facility provide extreme level of experience which its new customers ever
fell.
Let's compare 'Your destination' with National Express group business model with other
transportation industries
National Express Your Destination
Achievement of National Express group was the
result of its advancements and technology and
its implementations.
Most of time it is seen that the transportations
groups uses the traditional approaches and
prevent themselves to adopt new techniques and
changes
National express spend its major amount on its
quality improvements and its better quality
coaches with gives comfort and flexibility
during long distance journeys.
Whereas similar kind of companies lacked
behind to identified the requirements of their
customers.
TASK 3
P4 Marketing plan of 'Your Destination'
A marketing plan can be described as a document which is having details of all activities
that will be conducted in companies in the long run. It is the outcome of well planned marketing
strategies and is a part of business plan. The main purpose of making a marketing plan is to
provide a road map to people working in companies (Lusch, R. F. and Webster Jr, F. E., 2011).
They have to follow this plan and perform their activities. Importance of a marketing plan can be
described as:-
 It helps in identifying marketing opportunities and threats that may occur suddenly,it tries
to identify future development
 it helps in increasing efficiency to perform tasks.
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The marketing plan of 'Your Destination is as follows:-
Introduction of company:
Your destination is a transportation company which provides personal hiring services to
industrial level transportation facilities. It is a leading transport service provider in UK. It is
operating successfully since three tears in London and Essex. They are making continuous plans
to expand their overall business operations, so their sales and profitability ratios can be
increased.
Vision and mission statement:
The vision of company are related to making plans to easily expand business in different
parts of world which include Glasgow, Manchester, Newcastle and Aberdeen.
Mission of company is framed to gain competitive advantage by making plans and
policies which can be used in getting higher positions from competitors (Pike, 2015).
SWOT Analysis:
Strength
The price at which products are offered to
customers are very economical thus they are
able to attract large group of customers.
it always keeps its financial strength strong by
continuously increasing its profit .
They are focusing on quality in order to
achieve satisfied customers (Wirtz, 2012).
Weakness
There business operations are new thus they
cannot make contact with suppliers who are
working at national and international areas.
Less no. of people prefer road transport.
Opportunities
Business are having high opportunities to
expand their operations and achieve high
profitability index.
Threats:
They need more valuable resources in order to
enhance their performance at market place.
Tough competition from National express andf
other top transportation companies.
Target market:
Company is maintaining friendly relations with all the companies who are dealing in
transportation sector in UK. Through this only company will be able to set target market for
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business. This is very important for company to gain competitive advantages as target market
should be selected very carefully because they will only help in providing good services to
customers (Murphy and Schlegelmilch, 2013).
Marketing Budget:
Particular
(Marketing
Expenditure)
1st year 2nd year 3rd year
Advertisement 10000 7000 5000
sales promotion 5000 6000 4000
Direct marketing 5000 15000 16000
Total 20000 28000 25000
Monitoring and Controlling:
The main responsibility of managing marketing activities is done by marketing manager
and plans are made in advance to execute all business activities in an effective way. It is useful to
increase efficiency and profitability ratios (Raghubir and et. al., 2010).
CONCLUSION
From the above report it can be concluded that marketing activities very essential in an
organisation. All the functions, roles and responsibilities that are performed by marketing
function help in developing strategies , organising various events etc. The main responsibility of
marketing department is to analyse the needs and wants of customers so that they can produce
goods as per their requirements. A marketing plan is also developed to bring coordination among
all business operations. Here, marketing m,ix is also conducted in which comparison between
7P's of Your Destination and 7P's of National Highway is included.
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REFERENCES
Books and Journals
Biemans, W. G., Brenčič, M. M. and Malshe, A., 2010. Marketing–sales interface configurations
in B2B firms. Industrial Marketing Management. 39(2). pp.183-194.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Dief, M. E. and Font, X., 2010. The determinants of hotels' marketing managers' green marketing
behaviour. Journal of sustainable tourism. 18(2). pp.157-174.
Dief, M. E. and Font, X., 2010. The determinants of hotels' marketing managers' green marketing
behaviour. Journal of sustainable tourism. 18(2). pp.157-174.
Ferrell, O.C. and et. al., 2010. From market orientation to stakeholder orientation. Journal of
Public Policy & Marketing. 29(1). pp.93-96.
Jalkala, A. and Salminen, R. T., 2010. Practices and functions of customer reference marketing
—Leveraging customer references as marketing assets. Industrial Marketing
Management. 39(6). pp.975-985.
Ko, E., Hwang, Y. K. and Kim, E.Y., 2013. Green marketing' functions in building corporate
image in the retail setting. Journal of Business Research. 66(10). pp.1709-1715.
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Lamberti, L. and Noci, G., 2010. Marketing strategy and marketing performance measurement
system: Exploring the relationship. European Management Journal. 28(2). pp.139-152.
Lusch, R. F. and Webster Jr, F. E., 2011. A stakeholder-unifying, cocreation philosophy for
marketing. Journal of Macro marketing. 31(2). pp.129-134.
Murphy, P. E. and Schlegelmilch, B. B., 2013. Corporate social responsibility and corporate
social irresponsibility: Introduction to a special topic section. Journal of Business
Research. 66(10). pp.1807-1813.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Raghubir, P. and et. al., 2010. Why, when, and how should the effect of marketing be measured?
A stakeholder perspective for corporate social responsibility metrics. Journal of Public
Policy & Marketing. 29(1). pp.66-77.
Wirtz, J., 2012. Essentials of services marketing. FT Press.
Online
Responsibilities of marketing department. 2017. [Online]. Available through:
<http://smallbusiness.chron.com/responsibilities-marketing-department>. [Accessed on
18 October 2017].
What is Marketing plan?. 2017. [Online]. Available through:
<https://www.thebalance.com/what-is-a-marketing-plan>. [Accessed on 18 October
2017].
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