Marketing Essentials - eBay Inc Assignment

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
P1. Key roles and responsibilities of marketing functions.....................................................4
M1. Analyse the roles and responsibilities of marketing in relation with marketing
environment............................................................................................................................5
D1. Critically evaluate marketing function and their interrelations with other department...6
P2. Interrelation of marketing department with other department in context of wider
organisation............................................................................................................................6
M2. Importance of interrelationship between marketing and other functional units.............7
D2. Strategic marketing plan by applying 7p's to achieve marketing goals...........................8
TASK 2............................................................................................................................................9
P3. Marketing mix to achieve business goals.........................................................................9
M3. Different tactics applied by organisation to define business objectives that can be
achieved................................................................................................................................12
TASK 3..........................................................................................................................................13
P4/M4. Basic marketing plan for a organisation..................................................................13
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Marketing is the combination of best activity or process which is generally used to
promote overall goods and services of business through advertisement channels as well as
marketing research. On the other side marketing refers to those activities which can be used by
marketer for promoting and selling their overall product and services at marketplace. The term of
marketing also considered as a discipline that involves overall actions of a company which helps
them to maintain and build strong relationship with potential customers. This assignment is
based on eBay Inc, it is a American multinational corporation e-commerce organisation was
established in the year of 1995 by Pierre Omidyar and it's headquartered in California US.
Together with this is a online website which deals with so many goods and services to fulfil
customer's needs and demand (Abbate, 2017). Furthermore, report discussion will be based on
explain the role of marketing and interrelates with different functional unit of an organisation.
After this 7P'S of marketing mix will be achieve to gain better goals and objectives. At last, basic
marketing plan will get covered appropriately.
TASK 1
P1. Key roles and responsibilities of marketing functions
Marketing refers to the research function which is generally link with different types of
customers, public and societies in which marketer can gathered appropriate information to
analyse their opportunities and issues. It is the best way to collect information for marketer to
manage overall business operation and activities effectively. There are different types of roles
and responsibilities of marketing function in context with eBay, those are mentioned below:
Promotion: It is mainly considered as a basic function of marketing which helps to
advertise and promote different types of goods and services which all are produced by business
firm. In reference to eBay they always used online websites tools in order to develop awareness
about their product in consumer's mind (Babin and Zikmund, 2015). With the help of online
techniques they can get achieve their overall target.
Product Development: It is mainly based on the customer's demand, needs, tastes and
preferences. It means develop a product as per customer's choice. Generally product is developed
in 2 different ways, herein, first is brand new product within marketplace and another one is
some changes in existing product by distinguishing present condition of marketing scenario.
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Therefore, marketing plays very crucial role for eBay as they are also responsible to determine
overall marketing condition first by conducting various research in relation with marketing. With
the help of this they can reduce their competitors and able to gain huge profit. According to this,
it can be said that if eBay offers various forms for buyer and seller in order to sell and buy
different goods and services at different strategies of price then they can easily find out
customer's choice and preferences.
Marketing Strategy: It is always described as the future based approach in order to
formulate a good plan to achieve overall goals and objectives. In reference with eBay they are
using different types of strategies for developing effective strategies or plan which consist
several marketing activities such as market development, penetration, diversification and so on.
Therefore, it is much essential for any business firm to busy itself in overall marketing research
activities for knowing overall marketing strategies by which they can achieve their organisational
goals easily.
M1. Analyse the roles and responsibilities of marketing in relation with marketing environment
At present scenario marketing plays various roles and responsibilities in different levels
in order to achieve desired goals and objectives towards firm. Therefore, marketing has wider
concept not limited and influence overall market conditions (Allen, 2016). In context with eBay
marketing always play role as per the external environment. There are few roles which is
performed by marketing functions within the eBay, those are listed below:
Marketing Information System: This is very important function in order to collect
appropriate data in relation with implements on new planning, strategies and developing
effective tools for a particular product. In relation with eBay marketing department always play
significant role and responsible to make real time based techniques for betterment of future. For
example it is much helpful for summarise data which depends on real time techniques or
distribution working network. Therefore, it helps this firm to collect effective data or information
to achieve business goals and objectives (Brown, 2016).
Monitor Market Environment: With the reference of external environment marketing
functions is the effective tool and able to develop effective culture at workplace. These sort of
developments always offer constructive response to the eBay and encourage them to indulge
knowing overall environmental factors such as political, legal, social, economical, technological
and environmental as well.
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D1. Critically evaluate marketing function and their interrelations with other department
Marketing plays very important role in every management's life. It helps each and every
firm to maintain overall balance of particular business. By having these sort of attractive
strategies firm can make their vision attractive and able to meet organisational goals. Whereas,
promotion is very helpful for for firms to reach at highest level within the marketplace. Along
with HR practices are very helpful for each and every marketing department by which they can
recruit and select talented employees for fulfilling their own needs and wants. By doing
marketing research in a better way firm can make good identity at marketplace. In reference with
eBay they are totally using high tools and techniques for making better position within the
market. With the help of this they can become more productive and profitable organisation
around the world (Babiuk, Braun and Campbell, 2015). Therefore, this business has good image
in front of the customers and chance to gain better opportunities into the competitive marketing
scenario.
P2. Interrelation of marketing department with other department in context of wider organisation
Marketing concept refers to the philosophy which is used by lots of firm in order to
determine their needs and wants of their overall customers. On the behalf of this marketers are
able to take appropriate decisions to fulfil those needs and wants. By doing this activity they can
achieve their goals and objectives rapidly. Therefore, marketing is most significant term which
take care overall function of business or a firm to business needs and goals. In context with
eBay, it is an American based e-commerce business firm which offers wide range of variety of
goods and services to their customers. So that this firm operate their overall functions at higher
level by making effective team collaboration between employees and other department of an
organisation. Along with this, they always communicate with other department in the firm for
delivering appropriate goods and services to customers. Interrelation between marketing and
other functional department in reference with eBay are explained below:
Marketing and Production:
The overall team of marketing department in eBay always get in touch with production
department in order to delivery effective goods and services to customers (Brychkov and
Domegan, 2017). By having same purpose they can work together and able to fulfil company's
needs as well. It directly influence other people in an organisation and motivates them towards
work. In addition to this both department make same decision and gives different types of offers
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to every customers for gaining desired goals and objectives. It shows that both department are
interrelated with each other and work for the same.
Marketing and finance department:
Finance department always have responsibility to manage funds properly and monitor
each and every business operations accordingly. This department mainly includes in planning,
organising, directing and controlling audit and other financial terms. Together with they also able
to distribute funds to other department units. Therefore, it much essential for eBay to connected
with other department which help them to make unique policies for betterment of customers.
Whereas marketing department of this firm always able to communicate with financial team and
make unique decisions accordingly. Therefore, they are interrelated with each other for fixing
overall budget to control extra or any other expenses (Dioko, 2016).
Marketing and HR Department:
HR department always responsible to select and recruit knowledgable and skilled
employees within the firm. By hiring talented individual within the firm they can bring
innovative things within the organisation towards achieving better goals and objectives. In
reference with eBay marketing department and human resource department both are interrelated
with each other as HR manager always select skilled employees and always consult with
marketing department in order to better utilisation of resources. With the help of effective
collaboration in team members they can develop unique tools and techniques in order to increase
overall performance of working employees. Apart from this marketing department also helps HR
divisions to promote business goods and services. It shows the interrelation of both department
within the eBay.
M2. Importance of interrelationship between marketing and other functional units
In today's world each and every business have different types of marketing departments
in order to achieve business goals and objectives. Interrelation of both division is most essential
in order to run business smoothly without facing any issues and problems at workplace (Uncles,
2018). Whereas financial department and marketing department are interrelated with each other
as financial department helps them to give accurate fund for managing overall resources.
Similarly, HR department and marketing department are interconnected as both gives equal
contribution to fulfil overall job vacancies in eBay. The most important interrelation of
marketing to production section helps organisation to achieve marketing goals by following
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different strategies and techniques. Therefore, interrelation of each and every department is
necessary for eBay to gain competitive advantages.
D2. Strategic marketing plan by applying 7p's to achieve marketing goals.
This plan is a type of document that assists in providing subject matter to develop and
implement strategic thinking for future activities and to achieve business enterprise targets and
objectives. Following is the marketing plan of eBay to introduce mobile application and also
includes elaboration of 7 P's of marketing mix:-
Marketing Mix Its utilization in developing market plan
Product It includes the product that is to be introduced
by this enterprise. Product is mobile
application called eBay Food. It will supply
quick online food distribution service to
consumers.
Promotion For promoting new product mobile
application, this company will make use of
online and social media marketing
promotional measures in order to make
customers aware about the establishment of
new food service application.
Price This is targeted to all customer segments and
it will use different prices for different foods
on the basis of restaurant's rating and reviews
(Pooler, 2018).
Place The application introduced by company will
be available in all operating system along
with its accessibility through play store and
apple store. Service will be provided by eBay
across the world and in the cities where
company has its branches.
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Process Customer can make use of this app only after
downloading it from play-store and apple.
After complete download of application it
should be installed so as to begin the working
of application. Among the various options
available consumer has to select menu one
and choose food items. On receiving the
confirmation from the consumer's side
company will confirm the order and finally
deliver the food at their location.
People Company's technical team will be working in
processing and developing an impressive
mobile application with specific
characteristics whereas digital marketing
teammates will look after promoting it in the
population through online promotional
techniques (Perry and Pyatt, 2015).
Physical Evidence In this context, the physical evidence will be
mobile application, delivery individuals who
will provide supply of food to customers and
also the receipt provided to consumers on
successful delivery of food products.
TASK 2
P3. Marketing mix to achieve business goals
Marketing mix is the combination of four components such as product, price, place,
promotion which is also known as the foundation of model for so many business firms and
organisations. On the other side marketing mix refers to the different types of tools and
objectives which is used by firm in order to achieve business goals and objectives within the
target market. Along with this there are different types of marketing mix elements which all are
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helpful for firm to attain desired goals. In context with eBay Inc they are providing its goods and
services through online distribution channels and their products mainly includes in home
appliances, clothes, electronics items and so on. In current scenario there are so many
competitors of eBay within the marketplace. Whereas, Amazon is the big competitors of this
firm which is also known as American multinational e-commerce firm. The comparison which is
based on marketing mix to achieve business goals and objectives between Amazon and eBay are
given below:
7P'S eBay Amazon
Product According to this marketing
mix this firm deals with
electronic products, sports,
beauty and health goods,
fashionable clothes and so on.
Along with this it sells their
product by using different
online websites so that they
can easily deliver their services
to customers (Ottman, 2017).
Overall goods and services
which is offered by Amazon
includes cosmetic items,
home appliances, web series,
fashionable, clothes,
electronics items and so on.
Price In order to maintain pricing
strategy this firm uses 2 types
of strategies named as pricing
strategies as well as flexible
strategies. With the help of
these strategies they can make
their potential customers and
able to survive for long period
of time.
In order to gain competitive
advantages this business
always make their pricing
strategies as per the
competitors so that they can
achieve specified goals
appropriately.
Place For maintain its global
presence this firm operating
different websites across the
This business do not have
any stores by it has so many
place by which they can sell
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30 countries globally.
Therefore, it always deals with
effective websites in which
customers can search anything
and able to gain that particular
product.
their goods and services
accordingly. Along with it
deals with different countries
across the globe. Some of
them are Canada, UK, North
America and so on.
Promotion In order to promoting its goods
and services this e-commerce
used various modes such as
online advertisement, adds,
print media and so on. By
having this sort of channels
they can make better strategies
for future to reach at more
large scale (Notta and
Vlachvei, 2015).
This is also an e-commerce
websites which deals with
large number of goods and
services. For promoting its
overall product this site
always used online mode
like advertisement, social
sites, T.V. Etc.
Process For maintaining its work this
firm using simple procedure
which is mainly required by
seller like uploading a picture
of particular product and so
on. For this they used online
payment method and map to
reach customer's appropriately.
This company generally
used easy process to gain
better results. Process of this
firm includes customers
have to place their order and
make payment online/ cash
on delivery which is very
easy for all kind of
consumers. After this they
deliver goods to its final
consumer. This ways is very
simple and make every
customers happy.
People This firm has approximately Digital marketing team is
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12500 employees who works
together to achieve same
business goals. Along with it
helps their customer's by
giving them so many
guidelines on its own websites.
very helpful for this
organisation which provides
them better opportunities for
future. By doing online
survey and promoting
overall goods and services
this can get large employees
and able to gain effective
value in competitive
environment.
Physical evidence It shows that this firm having
different stores and goods or
services to fulfil customers
needs at every moment. By
having this sort of physical
evidence they can get better
opportunities in future (Kotoua
and Ilkan, 2017)
In the case of Amazon, they
always makes unique goods
and services with attractive
packaging which includes
different colour, shape and
size. All these elements
considered as a physical
evidence. Along with this
they also used various online
websites to give better
satisfaction to its potential
customers.
M3. Different tactics applied by organisation to define business objectives that can be achieved
From the above mentioned 7P'S of marketing mix this can be said that an organisation
easily achieve their targeted goals if they have predetermined strategies for betterment of future.
By developing various tools and techniques they can give better satisfaction to customers. It is
helpful for each and every which increase overall value and productivity of firm. Along with this
they also focused on buyer's needs and demand by observing overall marketing activities,
process, penetration and so on (ReseFolinas and Fotiadis, 2017). According to eBay they always
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conduct marketing research for understanding overall needs of their customers effectively. Along
with they also provide different types of items electronic items, home appliances etc to its
customers. Together with they provide products with affordable prices so that any customer can
purchase easily.
TASK 3
P4/M4. Basic marketing plan for a organisation
Marketing plan refers to the overall plan of business which is based on different types of
marketing strategies and various plans of actions, list of actions and so many various things
which is used to make appropriate marketing plan. It is helpful for companies to identify their
overall needs and demand within the marketplace. On the other side marketing plan offers
particular roadmap to each and every business for analysing their overall needs and wants. For
making better strategies most of the firms applying unique tactics to make their future better.
Therefore, it is essential process for business. In reference with eBay they are using effective
marketing plan to achieve its organisational goals and objectives accordingly. There are so many
things which is used by this firm to make unique plan, those are discussed below:
Overview of eBay:
This is an American multinational e-commerce corporation that mainly facilitates
different types of selling programmes like consumer-to-consumer and business-to-business by
its own websites. This business corporation was formed in the year of 1995 by Pierre Omidyar.
Along with this firm manage different types of shopping websites, online distinctions channels
and provide large number of variety of goods and services across the globe. It is one of the best
multinational dollar business with operating its business across 30 countries (Horton, 2019).
Mission: The man mission of eBay is to offer global online marketplace, wherein people
can trade as per their wants and needs. Along with increase opportunities for candidates across
the world.
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Vision: Corporate vision is to be the most favourable destination by observing effective
values and ideas with uniqueness. It will helps them a lot and they can achieve their targeted
goals without any issues in the world.
SWOT:
Strength Weakness
 eBay is one of the best site across the
globe which always satisfied
customers needs and wants in a perfect
way.
 The main beat thing about this
company is that they have 162 million
users of their site. It develops more
value of this firm and make them
efficient to achieve organisational
goals.
 It always take feedback after giving its
goods and services to customers and
bring some changes as per their needs
and wants.
 Another strength is that they do not
have any competition with other firm
as they already famous in market.
 Within the competitive world there
are different types of people who can
easily hack their websites by using
different tools so they face
difficulties.
 Another weak point about this
company is they are not able to
control quality so that people can
receive faulty goods which influence
them in a negative way.
Opportunities Threats
 By having good image in marketplace
they can expand their business at
higher level within the world. Along
with they can launch new type of
watch which helps people and more
convenient to use (eBay, 2019).
 This firm will see more and more
Amazon is rapidly increase their business day
by day so that it can develop issues for eBay
to get better opportunities.
Foreign charges to sellers and buyers
increasing everyday and this is not control
under the eBay.
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customers by increasing their overall
sales at marketplace.
Objectives:
 The main objective of this firm is to make unique product for its customers in order to get
more effectiveness at marketplace.
 They always wish to make value of transaction attractive in order to increase firms
effectiveness within the short period of time.
Strategies:
In order to make different strategies this firm take support from STP approach by which
they can analyse overall marketing situation. STP is given below in detail:
Segmentation: In this first step, firms can analyse different specification of their various
goods and services in order to divide in various group of people. As per the eBay they always
segmented their services and goods for people by categorised them and able to gain competitive
advantages. It mainly includes in demographic, geographic and so on.
Targeting: In order to segment various goods and services by analysing different types
of product firms can target their potential customers accordingly (Horton, 2019). In reference
with eBay they are using various aspects and forms of business by which they can segment their
customers and
gives them better services.
Position: In this last stage eBay food will be positioned within the customers mind. With
the help of this they can give better goods and services to their customers by fulfilling their
overall needs and demand . It increase customers satisfaction at large scale.
MARKETING BUDGET (£)
PARTICULARS Ist Year IInd Year IIIrd Year IVth Year Vth Year
Initial money 2000 6300 12200 14160 19970
Investment 9300 10500 23830 31630 13550
TOTAL 11300 16800 36030 45790 33520
MARKETING OUTLAY
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Promotion 4746 1459 4593 1875 1211
Sales publicity 1365 800 2452 1492 1050
Direct selling 2235 1900 4651 1000 4434
TOTAL 8146 4159 11896 4467 6405
From the above mentioned budget this can be said that eBay is able to fulfil their
customers needs ans wants. Along with this they also able to apply new tools and techniques in
order to monitor overall things within the organisation. By having these sort of tools and
techniques they can achieve competitive advantages for betterment of future.
CONCLUSION
From the above study, it can be concluded that marketing is an crucial function for
organisation with the assistance of which awareness can be created about products and services
among customers. It is very essential for marketing unit to perform every function appropriately
so as to achieve goals and improve brand awareness in market area. Along with this, in an
enterprise various roles are played by marketing function and it is directly or indirectly linked
with functioning of different departments. Collaboration of various functions assists company to
operate efficiently in business environment and fulfil tasks before deadliness. Marketing mix
provides detailed information about various aspects related with products of the organisation. It
helps in satisfying consumers by studying and discovering current needs of market through the
use of 7 P's of marketing. A company should develop marketing plan in order to work on a
project and meet its objectives within specified time to aid businesses to develop in competitive
marketplace.
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