A Comprehensive Review of Marketing Essentials

This assignment provides a comprehensive review of essential concepts in marketing. It covers various topics such as pricing strategies, marketing mix, customer loyalty, entrepreneurial marketing, services marketing, social media, and organizational innovation. The assignment draws from multiple sources including academic journals, books, and online resources to provide a thorough understanding of the subject.

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1: Structure of marketing department and various responsibilities and delegation of
marketing manager in “Your Destination”.................................................................................1
M1: Roles and responsibilities of marketing..............................................................................3
P2: Interrelation of roles and responsibilities of marketing with other organisational functions
.....................................................................................................................................................3
M2: Significance of interrelations of marketing function with other department......................5
TASK 2............................................................................................................................................5
P3: Comparison of application of marketing mix by different organisations for achieving
business objectives......................................................................................................................5
M3: Evaluation of different tactics.............................................................................................8
TASK 3............................................................................................................................................8
P4: Development of a newer marketing plan by marketing manager.........................................8
M4: Marketing plan...................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is considered as an important role in attaining huge consumer strength through
attracting them using different promotional strategies. Manufacturing quality products and
services is not enough for an organisation as it also requires to promote them in market so as to
attract and influence the interest and buying behaviour of customers in favour of their products
and services. Therefore, marketing contributes maximum efforts in achieving desired goals and
objectives of an organisation. The present assignment report is based on “Your Destination”, a
UK based company which deals in providing transportation services to the area of London and
Essex. The project covers the role and responsibilities of marketing functions and their
relationship with other departments of an organisation. Application of 7P's of marketing mix and
marketing plan of company has been also discussed under this report (Dudu and Agwu, 2014).
TASK 1
P1: Structure of marketing department and various responsibilities and delegation of marketing
manager in “Your Destination”
MEMO
To: Senior manager “Your Destination”
From: Marketing manager
Date: 12th June 2018
Subject: Different responsibilities and delegations of marketing manager in organisation and
Structure of marketing department
There are various department in an organisation which contributes maximum in achieving
desired goals and objectives. Such departments include marketing, production, operation and
finance out of which marketing department play an important role as compared to other
departments. Marketing department is an effective division of an enterprise which is responsible
to promote the goods and services offered by an enterprise in market. The marketing managers
of “Your Destination” are held responsible to adopt suitable marketing plans and policies with
an objective of attracting customers to use their transportation services whenever they want to
travel from one place to another. The roles and responsibilities of marketing manager of “Your
Destination” are defined as below:
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Creates communication among different business units – Apart from customers it is also
important for an enterprise to have good interactions with other clients so that better products
are made available in market which are competitive in nature.
Introduce new product to market – Whenever a new product is launched in market it
becomes important that same is introduce to its customers. Marketing helps in same and ensures
that it reaches to maxium users.
Research Development – To bring innovative products in market it is required that the R&D
team works effectively so that it can identify the potential opportunities and hence can achieve
competitive advantage.
Identifying the preferences and behaviour of customers towards the price and quality of services
they provided to them.
After collecting feedbacks and information through conducting research, the marketing
managers required to make an effective decision and plans regarding the prices and additional
services the customers prefer while travelling.
Choosing best distribution channel among various with a motive of maximising the satisfaction
level of customers.
Making an effective and profitable marketing plans and strategies in order to attract and
influence the behaviour and interest of customers.
Concept of marketing can be better understood using the B2C and B2B;
B2C B2B
Larger market share Concentrate on Niche market
Single step is involve in the buying process A series of steps are involved in this
approach
There are single purchases under this
approach
There are a number of buyers in this system
of marketing
Therefore, through performing such responsibilities, “Your Destination” can able to achieve
high market share and generate huge revenues. Marketing provides an opportunity as well to
build healthy relation with the customers.
Roles and responsibilities of marketing functions
Marketing department performs crucial role in increasing revenue of company through
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attracting customers to use their services in order to get maximum satisfaction. Following are
some roles and responsibilities of marketing functions:
Product/Service: It refer to something which is offered by company in order to generate huge
revenues. “Your Destination” offers transportation services across worldwide thus it is
important for them to provide quality services so as to enhance the satisfaction level of
customers. Therefore, marketing manager need to first conduct research in order to identify the
needs and requirements of customers at the time of travelling and took an effective decision
effectively.
Price: It refers to the monetary value which is charged on the product or services offered by
company. The pricing factor may change the decision of customers to travel to different
locations. Therefore, “Your Destination” should require to adopt an effective pricing policies
better than their rivals so as to influences the decision of customers in favour of company.
Selling: It refers to selecting distribution channel through which the company can provide
transportation services to the customers. Therefore, “Your Destination” required to buy or hire
fuel efficient transportation due to which the they can earn maximum revenue. The suppliers are
also play an important role in providing transportation services by the company.
Promotion: It is the process of communicating with the customers regarding the quality of
service they offered in market with the purpose of grabbing the attentions o customers. Through
adopting different marketing tools such as online advertisement, print media etc. the company
can easily attract large number of customers.
Financing: It is considered as the backbone of company which gives financial support in
adopting an effective tools and techniques. In context of “Your Destination” the marketing
manager need to allocate funds on different areas such as hiring or buying new transportation,
marketing tools and techniques etc. thus the company need to have proper amount of funds in
order to adopt an effective technology.
Management information system: It is essential for company to record and stored all
information regarding their customers along with their needs and requirements. It further helps
marketing manager to make an effective decision and plans for the betterment of an
organisation.
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M1: Roles and responsibilities of marketing
Marketing environment includes various factors such as internal and external which
affects the business operations either in negative or positive manner. It influences marketing
activities as well thus marketing manager should required to identify the influencing elements
and make an effective decisions to eliminate such elements so as to achieve better possible result
(Ebert and et. al., 2014).
P2: Interrelation of roles and responsibilities of marketing with other organisational functions
MEMO
To, Senior manager “Your Destination”
From marketing manager
Date: 12th may 2018
Subject: Interrelationship between marketing functions and other departments of organisation
“Your Destination” is UK-based company which deals in providing transportation services to
the customers across worldwide. Therefore, it is important for company to adopt marketing
plans in order to communicate with the targeted customers regarding the quality and price of
services they provided in market. There are different department in an organisation which gives
sufficient support to each other to achieve common goals and objectives of an organisation.
Interrelationship of marketing department with other department are briefly described as under:
Marketing department with operational: Operation department is held responsible to produce
services that to be offered to customers in future. As in case of “Your Destination”, the
company offered transportation services thus hiring or buying transportation and manage in
order to offer quality services to the customers. Therefore, they need to get support from
marketing department in form of identifying the additional services the customers required
while travelling.
Marketing with finance department: An effective marketing tools and techniques has been
adopted by the marketing department of “Your Destination” only when they get sufficient
support from Finance department. Allocation of funds to marketing department help them in
making an effective budget to formulate marketing plans and strategies. Therefore, the
marketing department is totally depend on the support of financial department.
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Marketing with Human resource department: HR department is held liable to recruit and
select skilled and knowledgeable employees who are able to contribute maximum efforts to the
company thus it can be possible through inviting candidates first through adopting various
marketing tools such as advertisement on Newspapers, Pamphlets etc. through which the
company can easily get large number of job applicants.
Marketing with research and development department: R&D team of “Your Destination”
helps in providing sufficient information about the needs and requirements along with the
problems the customers faced during travel through conducting appropriate research on regular
basis. With the help of such information, marketing managers are able to make an effective
marketing plans and communicate with the customers regarding the elimination of such
problems due to which the satisfaction level of customers are increased.
Marketing and sales department: The sales department has set their own target which can be
achieved with the help of marketing department. For example, the marketing department help in
communicating people regarding the services the company offered which attract and influences
the interest and decision of customers in favourable manner thus may increases sales figure of
company as well therefore can achieve desired sales target easily.
Marketing with IT department: IT department of “Your Destination” implements an effective
technologies and modern systems such as Management Information system (MIS) which help
in providing relevant and crucial information about the needs and requirements of customers.
With the help of such information, the marketing manager are able to make an effective
decisions and plans for attracting large number of customers.
M2: Significance of interrelations of marketing function with other department
Combining efforts given by all departments of an organisation maximises the chances of getting
profitable result. With the help of taking support from each other, the company can easily
achieve its desired goals and objectives within limited period of time. For example, with the help
of taking financial help from finance department, the marketing managers are able to implement
an effective marketing tools and techniques so as to attract large number of customers (FALLS,
2015).
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TASK 2
P3: Comparison of application of marketing mix by different organisations for achieving
business objectives
Marketing mix includes several factors and tools that the “Your Destination” uses to
promote their brand or services they offered in market. It includes 7P's consists of Product, Price,
Place, Promotion, Process, People and Physical evidence. Every organisation irrespective of the
fact whether engaged in retail sector, manufacturing sector or transportation sector should
require to implement marketing mix with the help of which the company can able to achieve
competitive advantages and generate huge revenues as well.
7P' s of Marketing Mix:
Product/Services: Product is the main factor that needs to be selected with maximum
care. Once a good option is selected it becomes easy to capture greater market share. It refers to a
thing which is produced through performing different actions and process. It can be in tangible or
intangible form. Every product is manufactured at a cost and selling at a price. Your destination
deals in tourism services and ensures that same are delivered in the most effective manner.
Price: It refers to the amount of money which is charged by the company for their
products offered in market. It plays a crucial role in influencing the interest and buying decision
of customers.
Place: It refers to the location where the company decide to operate its business in order
to generate huge revenues. An organisation searches those places where the demand of products
and services are more (Fill, 2011).
Promotion: It refers to the methods of communication which are used by organisation to
attract people towards purchasing their products and services.
Process: It refers to the activity of delivering products and services to the customers
through adopting an effective distribution channels. For example, buying luxurious
transportation help in providing luxurious services to the customers.
People: It includes those elements which helps company in distributing products and
services to the targeted customers and gives their maximum efforts in maximising the
satisfaction level of customers.
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Physical evidence: It includes such elements which can be easily identified and
recognised by the customers. The marketing manager is held liable to design and adopt such
tangible evidence (Hsu, Hsu and Yeh, 2010).
Comparison between marketing Mix of “Your Destination” and National Express
Basis “Your Destination” National Express
Product The company is offering
transportation services across
worldwide thus need to
improve their services through
adding extra value to the
services.
As a top leader in
transportation market, the
company required to offered
quality services and create new
additional services as well
which help them in
maintaining their exist market
position.
Price The management required to
adopt an effective pricing
policies better than their rivals
so as to shift customers from
rivals to their company.
The company already attained
huge customer based thus need
to focus on maintaining their
price so as to retain their loyal
customers.
Place It has operated with many
branches located in
Manchester, Newcastle,
Glasgow etc. thus need to be
analyse the market situation
and expand their business as
well in order to compete with
their rivals.
The company offered services
across worldwide thus capture
large market share thus to
dominate their rivals they need
to focus on expanding their
business through out the
world.
Promotion In order to communicate with
customers and make them
loyal, the company required to
adopt an effective marketing
As generating huge revenues
every year, the company
required to offer discount on
their transportation services
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tools such as advertisement on
TV, social media, print media
etc.
and inform customers about
such discount through
adopting various marketing
tools such as TV
Advertisement, social media,
company's website etc.
Process The company need to buy or
hire new transportation and
make suitable changes in
facilities provided during
travelling which help in
maximising the satisfaction
level of customers.
As having enough funds, the
company required to buy cost
efficient transportation which
contains all luxurious services
to the customers.
People The company should required
to recruit employees who
know how to deal with
customers in more effective
way.
As company already attained
brand image in market thus the
employees can easily attracted
towards company regarding
getting employment
opportunities.
Physical evidence The company required to take
more actions in order to get
identified in market by the
customers.
The company attained strong
position in market thus they
can easily attracted customers
with the help of using their
name, logo.
M3: Evaluation of different tactics
There are different tactics which are required to be apply by the company in order to
achieve growth and profitability (Hu, 2011). Such tactics are given as below:
 Charging less prices on the transportation services will help “Your destination” to attract
large number of customers and maximise their satisfaction level.
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 Conducting training and development programs for the employees which help in
enhancing the capabilities so that they can perform better and contribute maximum in
achieving growth and success of company (The Marketing Mix 4P’s and 7P’s Explained,
2018).
TASK 3
P4: Development of a newer marketing plan by marketing manager
Marketing plan refers to an action which will be performed by marketing department in
near future for the purpose of generating huge revenues and profits. The marketing is responsible
to prepare an effective plan after considering the goals and objectives of an organisation. The
marketing plan of “Your Destination” are framed as below:
Executive summary: The report is based on analysing the marketing environment of the
company known as “Your Destination”. It is transportation company which has been operated in
different countries with a motive of achieving market leader of such industry. To analyse
external environment, PEST analysis need to be conducted whereas to analyse internal
environment, SWOT analysis shall be conducted. Apart from this, tactics and budget will also be
mentioned properly (Jones and Rowley, 2011).
Background, Purpose and Focus: “Your Destination” is one of the fast growing
transportation company which are successfully operated in London and Essex. The company are
established wit the purpose of expanding their business across worldwide due to which the senior
management focuses on open branches in Manchester, Newcastle, Glasgow and Aberdeen etc. so
that they can able to compete with National Express which is one of the market leader of similar
industry.
Goals and Objectives – “Main goal of Your Enterprise is to provide quality services at affordable
price.”
Situation Analysis (SWOT):
Strengths The company is operating its business in
different locations of UK. The firm already
attained large number of transportations such
as buses, trains etc.
Weaknesses It is a small scale company which is not yet
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achieved strong image in market thus cannot
able to compete with their rivals.
Opportunities There are number of emerging market such as
china and India which help them in achieving
growth and expansion of business.
Threats The economy of United Kingdom is decreases
due to which their business may get affected in
negative manner.
Target market: “Your Destination” has focusing on expanding their business to the
different places of United kingdom such as Manchester, Newcastle, Glasgow and Aberdeen etc.
so that they can capture large market share of United Kingdom (Functions of marketing, 2017).
Goals and objectives: The main objective of “Your Destination” is to compete with
National Express which is one of the top leader in transportation industry. This can be possible
through making an effective decisions and plans better than their rivals.
Marketing Mix strategies (4Ps):
Product: “Your Destination” deals in providing transportation services therefore the
management of company must required to add some extra value services to the transportation
with an objective of enhancing satisfaction level of customers.
Price: To attained huge customer base in United Kingdom, the management of “Your
Destination” required to adopt an effective pricing policies in order to influence the decision of
customers for travelling (Lamb, Hair and McDaniel, 2011).
Place: As the senior manager of “Your Destination” has operated in limited place of
United Kingdom therefore to generate huge profits the company required to expand their
business to Manchester, Newcastle, Glasgow and Aberdeen etc.
Promotion: To provide the information about price and quality of services provided by
“Your Destination”, the management required to adopt an effective pricing strategies through
which they can able to attract lots of customers.
Plan for monitoring and Evaluation:
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Identifying feedbacks: The management of “Your Destination” require to collect
feedbacks through conducting research through which they can able to identify the problems
faced by the customers while travelling (Papasolomou and Melanthiou, 2012).
Monitor the accessibility and efficiency: In this step, the manager required to monitor
the performance of each activity so as to rectify them if any deviation found in order to achieve
better possible outcomes.
Budget:
Particulars Third Quarter (2017) £
Personal
Salaries
Payroll tax
Commission
15000
3500
5600
Market research
Primary research
Secondary research
Other expenses
5800
4500
2300
Marketing communication
Customer relationship management
Advertising
Internet marketing
Press relation
Print media
Electronic media
Social media
Events
Other expenses
2500
1600
4800
1920
4800
7500
1500
1800
2290
Total 65410
M4: Marketing plan
It is considered as a blueprint which is prepared to define roles and responsibilities to
their employees which brings motivation and confidence due to which they can contribute efforts
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in achieving desired goals and objectives. The marketing plan is prepared on the basis of past
data which help them in formulating an effective plans and policies for future period (Marketing
Mix, 2017).
CONCLUSION
It has been concluded from the above project report that marketing department play a
crucial role in achieving desired goals and objectives through promoting product and services
offered by company in market. “Your Destination” is UK based company which tried to expand
business to different locations of United Kingdom thus senior manager need to make an effective
marketing plans and strategies so as to achieve huge customer strength and generate revenues.
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REFERENCES
Books and Journals
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Technology. 2(2). pp.88-102.
Ebert, R.J. and et. al., 2014. Business essentials. Pearson Education Canada.
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Blackwell Encyclopedia of Consumption and Consumer Studies. 17. p.38.
Moons and et. al. , 2010. The extended decomposed Theory of Planned Behaviour. A framework
for investigating the adoption process of electric cars. In The 6 Senses-The Essentials of
Marketing (EMAC 2010) (pp. 191-191).
Fill, C., 2011. Essentials of marketing communications. Pearson Higher Ed.
Hsu, Y., Hsu, L and Yeh, C. W., 2010. A cross-cultural study on consumers' level of acceptance
toward marketing innovativeness. African Journal of Business Management. 4(6).
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Hu, Y. J., 2011. How brand equity, marketing mix strategy and service quality affect customer
loyalty: The case of retail chain stores in Taiwan.
Ogunmokun, G. O. and Tang, E. C. H., 2012. The effect of strategic marketing planning
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Management. 29(1). p.159.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp.25-36.
Lamb, C. W., Hair, J. F and McDaniel, C., 2011. Essentials of marketing. Cengage
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Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
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Perreault, W. D., 2010. Essentials of marketing: A marketing strategy planning approach.
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Online
The Marketing Mix 4P’s and 7P’s Explained, 2018. [Online]. Available through:
<http://marketingmix.co.uk/>./
Functions of marketing. 2017. [Online]. Available through:
<http://smallbusiness.chron.com/functions-marketing-business-32399.html>.
Marketing Mix. 2017. [Online]. Available through:
<http://www.marketingteacher.com/marketing-mix/>. Organizational Innovation
(Online). 4(1). p.59.
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