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Roles and responsibilities of marketing officer in wider organisational context

   

Added on  2020-07-23

15 Pages4613 Words124 Views
Leadership ManagementMarketing
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Marketing Essentials
Roles and responsibilities of marketing officer in wider organisational context_1

Table of ContentsINTRODUCTION...........................................................................................................................1PART 1............................................................................................................................................1P1 Responsibilities of marketing officer and proposed structure of marketing department.......1P2. Roles and responsibilities of marketing officer contribute in wider organisational context .....................................................................................................................................................1PART 2 .........................................................................................................................................2P3 Comparison of ''Your destination'' and Nation express of the basis of 7Ps of marketing.....2P4 Marketing plan for national wide expansion ......................................................................6CONCLUSION ............................................................................................................................7
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INTRODUCTIONMarketing division is known for expanding the business of an organisation. They have toperform various kind of activities in order to assist the company in earning more revenue. ''Yourdestination'' is a new transportation firm, they are running their business in London and Essexand planning to expand it in other parts of UK (Schutz, Rezg and Léger, 2013). This report willexplain the crucial role of marketing manager operations of this division. ''Your destination'' andNational Express will be compared in this report by applying & Ps. A marketing plan will bemade under this assignment, its main purpose will be expansion of business. PART 1P1 Responsibilities of marketing officer and proposed structure of marketing departmentMarketing is the process of promoting a commodity or service to increase its salesthrough different mode of communication conveying the purpose and need of the same to its enduser. Marketing is not a one time activity but it is a regular process which has to be followedover frequent interval so as to create a continuous demand for it. Its main purpose is to attractnew Clients, satisfy them and convert them into loyal Clients. The essential link through whichgood produced at one place is sold all over the globe through a continuous demand is“Marketing”. This is because if the want is not created by promoting the product or service therewill be no demand for the commodity produced and hence no sales (Opute, Dedoussis andTzokas, 2011). Following are responsibilities of marketing officer of “Your Destination” and operations ofthis department: Market research – It is the duty of marketing manager to collect all the informationabout the products and services of various companies who are operating in transportation sector.He/she must analyse the gather data in order to make effective marketing plans in upcomingtime. Plan expenses: It is the responsibility of manager to not only create high level marketingplans but also to know the expenses that it will incur. This is because all the promotionalexpenses will also add up to the cost of product. If the cost on product will increase it will havean direct impact on its demand and sales. 1
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Brand image:It depends on many factors like price, quality, goodwill of company,promotions. As a marketing officer its his duty to create a positive brand image in peoples mindtowards the product. He might even be required to manipulate its image to increase the profit forfirm. Expansion: A successful campaign increases sales and profits. Marketing manager playsignificant role in increasing the market share of company by launching a new product orenhancing the sale of existing one. With concentration on market trends and research, he can fillthe demand gap as per Clients need. Customer service:Its officers duty to reduce the gap between company and customer bya good back-end team. The officer is required to check that the products sold have positivefeedbacks and if there are any problems with the same it must be compensated by the company.Make advertisement strategy – Promotion of products in very important for convincingthe Clients to take service from the company. Marketing managers make plans relating toadvertisements, this is considered as the key operation of this division (Okewu. and Iheanacho,2015). Marketing structure:The organisational structure of marketing department varies fromcompany to company. The structure is divided in different channels describing the role andfunction of each department. Marketing structure is divided in two parts namely- Traditionalmarketing and Digital marketing. Traditional Marketing:It refers to all modes that the company has been using for yearslike newspaper ads, pamphlet, billboards, flyers,print ads. Its mainly focuses on local market.Public relations and offline advertising are important part of traditional form of marketing. Public Relations:The aim of PR team is to get the coverage of company in all majorpublication like television, radio and newspapers. Its PR team duty to increase brandawareness among people. PR team can use a popular television show to endorse thebrand and product. But its response take a longer time as you cannot know how manypeople have read or have seen your advertisement. Offline Advertising: Most famous offline advertising modes are Signs. Word of mouth,Print Ads, Events and exhibitions,postcards etc. In this free samples along with discountvoucher can be provided to the target audience. If the person likes a product and buys itby providing voucher or its code he can be given promotional discount. Moreover for2
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