Marketing Plan for eBay Inc.

Marketing Essentials

Table of Contents
INTROUCTION..............................................................................................................................1
TASK 1............................................................................................................................................1
P1 key responsibilities & roles of marketing function...........................................................1
P2 How roles & responsibilities of marketing relate to organisational context.....................3
TASK 2............................................................................................................................................4
P3 Comparison of marketing mix of two companies.............................................................4
TASK 3............................................................................................................................................6
P4 Marketing plan for the company.......................................................................................6
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTROUCTION
Marketing is the management and study of exchanging relationships between customers
and company. This is termed as business process for creating and developing relationships with
customers by offering quality products and services. These include various activities in order to
promote and advertise good services and products. In general terms, marketing is all about
advertising, selling, delivering and promoting products and services to company (Campbell,
Martin, and Fabos, 2018). The company considered in the following report is eBay Inc. This is
an American multinational e-commerce corporation that is situated in San Jose, California. This
facilitates business to consumer and consumer to consumer sales by the help of it's website. This
company was founded in the year 1995 by Pierre Omidyar. This is a multibillion dollar business
which is operating in more than 30 countries across the globe. The following report includes
roles and responsibilities of marketing in this company's success. The interrelationship between
marketing and other departments is also discussed and at last, marketing plan is made for this
company.
TASK 1
P1 key responsibilities & roles of marketing function
Marketing plays an important role in identification and sourcing products and services in
market. An organisation is benefited by successful promotions of services and products
(Cavusgil, and et. al., 2014). Different functions involved in marketing are development of
product plan, market research, promotions, sales, customer service, finance, etc. In context of
eBay, as it is operating worldwide the marketing managers have to perform following roles and
responsibilities -
Roles of marketing
Defining and managing brand – eBay is a well recognised organisation that operates
across the world. Marketing department of eBay adopts different ways for promoting and
advertising services and products offered by the company. Defining and managing of brands is
known as how products offered by company are helpful for customers. eBay offers different type
of products that are delivered to people appropriately.
Conducting campaigns – Marketing function of the company ensures that products and
services are promoted in an effective manner. The marketing managers of eBay conducts various
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campaigns that helps in meeting demands and needs of customers. Marketing managers of eBay
emphasizes on sales cycle & communication.
Production of marketing and promotional materials – There is development of
promotional materials in order to reach potential customers. eBay is multinational firm and it
keeps itself updated about new trends and demands of customers in order to provide them right
type of product. This creates customers satisfaction and gradually helps in success of the
company.
Website development - Website is the only way by which customers get information
about offerings of the company(Dioko, 2016). Thus it is necessary for the organisation to keep
websites updated regarding new information. eBay uses promotional offers and discounts and
attractive sales so that customers can see them on website and buy products through their
website.
Monitoring & management of social media – The marketing mangers are contributing in
managing and maintaining social media that is associated with company. This company operates
internationally so it has to maintain image and reputation in front of customers. Social media is
used by marketing managers to create good image among customers.
Conducting market research – Each and every organisation has to conduct effective
researches in order to attract more number of customers. In context of eBay, it is seen that
marketing department conducts strong and effective market research so that products and
services are enhanced as per the requirements of customers (Duffett, 2017).
Responsibilities of marketing
Developing strong strategies - Marketing department of eBay uses strong strategies in
order to promote it's services to people in an effective manner. This department works for
increasing sales and profit of the company. eBay deals with online selling of products. Thus,
managers have this strategy to sell their products online and not at physical shops. This
minimises renting and property required for establishing physical stores.
Fixing price of products – eBay has to ensure that it is offering products at
comparatively lower rates than other competitors (Groucutt, and Hopkins, 2015). This provides
products at affordable price and thus market share of company will increase in different
countries.
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