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Marketing Essentials TABLE OF CONTENTS

   

Added on  2020-07-23

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MARKETING ESSENTIALS

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1LO1..................................................................................................................................................1P1 Key roles of marketing officers and structure and operation of marketing department.. .1P2 role of marketing in contributing the wider organisational objectives..............................4LO2..................................................................................................................................................5P3 Comparing the way marketing mix is applied in different firm........................................5LO 3.................................................................................................................................................8P4 Marketing plan for Your Destination................................................................................8CONCLUSION..............................................................................................................................11

INTRODUCTIONMarketing in simple term can be describe as process of exchange of value through whichthe need and want of an organisation or an individual can be met. Marketing goes muchbeyond the simple buying and selling, it helps firm in creating valuable product to satisfycustomer and work to build strong customer relationship so that goals and objectives offirm can be achieved ((Hays, Page and Buhalis, 2013). Marketing has become one of theessential function of organisation that help firm in identifying the need of clients so thatthey can enhance their services according to their need. The main function of marketing is to satisfy the need of customer and maintain theprofitability of firm. In current report “Your Destination” have been taken into account, It is afirm working in private personal hire transportation industry. The company owes its existence foronly three years but can proudly acclaim its name in one of the leading firm in London andEssex. In recent time company has decided to become nationwide firm with the new branches inother part of nation. It reports will discuss different role of marketing and its essentials that willbe used by firm in order to penetrate the new market. LO1 P1 Key roles of marketing officers and structure and operation of marketing department. Marketing is an essential department of firm. Marketing officer is the person who overseethis department and is responsible for the marketing campaigns of the entity both internally andexternally along with this he/she is also responsible for creating better communication withcustomers so that values and philosophy of firm can reach their customer. Some roles ofmarketing officer are mentioned below:Finances and plan: All the financial issue regarding marketing department are handled by themarketing officer of Your destination Marketing department work closely with the salesdepartment of firm as both are responsible for the overall increase in the sale of firm. Marketingofficer arranges meeting with the head of other department so that proper communication can bemaintained (Babin and Zikmund, 2015). They also ensure that both departments are coordinatingwell and moving in the same direction for the betterment of organisation. Marketing officer isalso responsible for marketing strategies, they are required to prepare marketing plan which aid1

firm in coming up with good marketing strategy which help in directing the effort in rightdirection. Market research: Marketing officer is responsible to carry out the research through which Yourdestination can get better understanding of the perception and demand of customers. Throughproper research manager become aware of various opportunity that emerge in market. Thisopportunity help firm in gaining competitive advantage for e.g. Through proper research it cameforward that the rival company has gone through mishaps and are retreating its step-in market.This create opportunity for firm and marketing manager is responsible to see whether grabbingthis chance will bring success or not. Market placement and brand image: Marketing presentation help firm in creating a goodimage in-front of clients. The officer is responsible to select price and provide qualityproduct to customer. This all factors are responsible for the making of good image and away through which the value and philosophy of firm can be reached out to buyers(Malhotra, Birks and Wills, 2013) Marketing placement is related to the perception ofpeople toward buyers by promoting better products and values of company officer help inmoving this market placement which help firm in gaining more profitability. Structure of marketing departmentThe organisational structure of marketing department depends upon the size of firm.“Your Destination” is a small firm which doesn't require much hierarchy to handle the businessof firm but with the expansion plan some more level have been adopted in the organisationwhich are mentioned below:Vice president: Vice president (marketing) at the top of hierarchy, he is the highest authority ofdepartment and all subordinates are required to report to this person. He is responsible for theplan and strategy regarding the firm and its product.Marketing manager: He is second in hierarchy and is responsible for the implementation of planthat vice president has come up with. He is responsible to choose appropriate actionthrough which the plan can be implemented. He is responsible for marketing message andchoosing a channel through which different function of marketing can be carried out.(Raffelt, Schmitt and Meyer, 2013).2

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