The Marketing Essentials Contents
Added on 2020-07-22
11 Pages3223 Words454 Views
Marketing essentials1
ContentsINTRODUCTION...........................................................................................................................3P1 Explain the key duties and responsibilities for the Marketing Officers and a proposedstructure and operations of the marketing department....................................................................3Proposed structure and operations of the marketing department.....................................................4P2 Explain how the roles and responsibilities will contribute to the wider organizationalobjectives.........................................................................................................................................6P3 Using the 7Ps compare Your Destination approach to applying the marking mix to that ofNational Express in achieving the business objectives....................................................................6P4 Produce a basic marketing plan for the nationwide expansion..................................................8Conclusion.......................................................................................................................................9REFERENCES..............................................................................................................................102
Introduction As per American marketing association (AMA) marketing is defined as a set of activity,institutions as well as process that are used for creation, communication and delivery of thoseofferings that provide value to the consumers and society at large (Definition of marketing,2017). The marketing department of any firm thus aids in capturing the attention of targetaudience and also facilitates to generate a positive purchase decision. Overall, marketing is lessabout getting consumers to pay for the product and more about creating a demand for the sameso that their needs and desires can be fulfilled (de Oña, de Oña and López, 2016). The current study has thus made an attempt to gain awareness about the marketingprinciples, its 7ps as well as a marketing plan so as to attain the desired results. A case study ofyour destination has been chosen which is a UK based fast growing transportation company thatprovides facilities related to personal hire as well as industrial level transportation. Emphasis ofthe report will be on understanding the roles, responsibilities of marketing officer who has beenappointed in the firm as well as proposing the structure of the department. This will be followedby comparing the 7ps of marketing of the company with that of the rival firm being Nationalexpress followed by devising a marketing plan for expansion of the company. P1 Explain the key duties and responsibilities for the Marketing Officers and a proposedstructure and operations of the marketing department Key duties and responsibilities for the Marketing OfficersMarketing officers are the one who oversee the marketing campaign of the company on internaland external level and also play a key role in communicating the promotional message of theorganization (Kaminski and Rink, 2015). In order to aid in proper expansion of your destinationfirm there has been an appointment of marketing officer in the company whose roles andresponsibilities are as follows; Carrying out market research The marketing officer will be required to carry out market research activities so as to gain aclear understanding about what exactly the consumers want from the transportation business.Market research will assist the officer in finding out new opportunities where the company canexpand itself. It can further aid the senior managers in creating a plan for its products and serviceoffers related to transport (Lammgård and Andersson, 2014). The officer through marketresearch will further get a chance to study the working of competitor firm who are providing3
similar transport services in UK. This can help the firm in developing superior services like pickand drop facility etc. Developing the Marketing StrategyMarketing officer of the newly formed transport company also has the responsibility to developmarketing strategies for the firm which will outline the how the team will promote services to theconsumers. Marketing officer in this respect will have to keep in mind that the promotion shouldaid in increasing the sales volume and getting an edge over the rival firms (Carreira and et. al.,2014). Managing consumer relations Marketing officer also has a major responsibility to manage the relationship with consumers inthe best possible manner. He usually does this by collecting data about consumer database so thatclient satisfaction can be judged (Zehrer and Hallmann, 2015). It is also the responsibilty toconvey the results to manager so that proper steps can be taken to satisfy consumers andmaintain their loyalty. Proposed structure and operations of the marketing departmentFigure 1Proposed marketing department for Your destinationVice President4Vice president Marketing manager Market researchersPublic relationsCreaative team Web designersGraphic designers
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