Marketing Essentials

This document discusses the key roles and responsibilities of marketing functions, their interrelations with other units, and the importance of interrelationship between marketing and other functional units. It also explores the strategic marketing plan by applying 7P's to achieve marketing goals. The document is relevant for students studying marketing essentials.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
P1. Key roles and responsibilities of marketing functions..........................................................4
M1. Analyse roles and responsibilities of marketing in context with marketing environment. .5
D1. Critically evaluates marketing functions and their interrelations with other units..............6
P2. How roles and responsibilities of market relate to wider organisational context.................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............................................................................................................................................8
P3. Compare the way in which several organisations apply marketing mix to marketing
planning to achieve business goals and objectives.....................................................................8
M3. Different tactics applied by organisation to define business objectives that can be
achieved.....................................................................................................................................11
TASK 3..........................................................................................................................................11
P4/M4. Marketing plan for an organisation..............................................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing refers to the different types of activities and process which is usually used by a
firm or business entity in order to promote or overall goods and services to customers. It includes
different types of marketing channels like advertisement, promotion, sales and so on. Another
side, marketing plays very significant roles within the business entity as it promotes product and
services. Marketing term also considered as a discipline in relation with overall activities of an
organization and helps them to make strong relationship with customers. Present report is based
on eBay Inc. which is one of the best American multinational corporation e-commerce
companies. It was founded in the year of 1995 through Pierre Omidyar and its headquartering
situated in California US. Along with this, respective firm deals with different types of products
and services by online in order to fulfil their customers’ needs and desires (eBay, 2019).
Moreover, this assignment will focus on role of marketing with their interrelation to other
functional unit of business. There will be the description of 7P’s in order to achieve desired
organizational goals. At last, basic plan of marketing in context with organization will be
elaborated.
TASK 1
P1. Key roles and responsibilities of marketing functions
Marketing is the activity of various research functions in order to observe overall demand
of customers at market place. There are different types of factors such as society, customers etc.
which helps marketer to gain better opportunities in future and resolve their issues. Therefore,
marketing always considered as a best way to gather appropriate information to run business
smoothly. In context with eBay Inc. there are several kinds of roles and responsibilities of
marketing functions, which are following as under:
Deep market research: It is just about gathering accurate information in order to target
potential customers in an effective manner. With the help of this respective firm can achieve
their goals and objectives in an effective manner and able to manage their overall marketing
concept in a perfect way.
Product and service management: By determining the overall targeted customers then
respective firm is able to fix their price strategies on various products appropriately. With the
help of this marketing concept they can manage and able to stay for long time at marketplace.
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Matching products to customers: When eBay thinks to sell their overall products at
marketplace then they always thinks first about current trends by which they can satisfy
customers demand in an effective manner. With the help of this they are able to make unique
goods and services and fulfil their marketing needs effectively.
Marketing Strategy: It is one of the main important functions of every marketing
business as it is based on the future approach, so for this marketer should have appropriate
technologies and strategies in order to achieve their needs of business (Pooler, 2018). In regards
with eBay, they are using lots of new tools and techniques so that they can make different types
of strategies and implements on new plans. These strategies are including penetration, market
development, diversification and so on. So that this can be said that, marketing research is very
important for operating overall business activities and operation in a proper way, along with
marketing situation.
M1. Analyse roles and responsibilities of marketing in context with marketing environment
Within the current period of time marketing always concerned as the first priority of
business which meet different types competitors to gain achievements appropriately. With the
help of various methods, strategies and techniques business firm can make their every operation
better and easy. It is also helpful for taking huge ideas about business in order to stay for long
period of time in the business. In reference with eBay marketing plays significant role according
to the external factors. Some of the different roles and functions played by the marketing, given
below:
Monitor Market Environment: According to this marketing function from the external
environment it can be said that, it is very important tool which is used by firms to develop better
ways to controlling on few factors which is out of the organization. In context with eBay there
are so many changes from the external factors like legal, political, economic and technological.
By identifying these type of factors they can make better way to achieve success (Ottoman,
2017).
Marketing Information System: This is always concern as the important function of an
organization as it helps firm to collect and summaries appropriate information about various
factors related to goods and services. It can be said that this function perfectly gives real time
based tools and strategies for eBay so that they can make their services accordingly. With the
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help of this they are able to know about overall scenario of different activities which are going
outside and within the firm.
On the basis of above functions it has been concluded that marketer always needs
effective and unique quality of functions and operations as well by which they can achieve their
predetermined goals in an effective manner. By following these sorts of functions they can get
accurate information about marketing trends and able to gain benefits at higher level. It is also
helpful for them to control overall external activities by which firm's operation can get affected
in negative and positive manner.
D1. Critically evaluates marketing functions and their interrelations with other units
Marketing is very much essential part for every marketer else who are operating business
to gain predetermined goals. With the help of effective tools and techniques of market business
person can achieve their goals and meet people needs. In the entire process of business and
market the most important term is promotion, this is because it helps firms to reach highest level
of market globally (Perry and Pyatt, 2015). It also increases brand identity within the competitive
business environment. Together with HR is also the most important function of an organization
which helps to select educated applicant so that they can understand overall working scenario in
a proper way and meet organizational achievements easily. Apart from this marketing research is
the most known activity which helps business to find out various things by which they can meet
overall situation of market.
As per the critical evaluation it can be said that, in competitive scenario there are
different types of firms and businesses who are rapidly increase every day. In context with eBay
the overall interrelation of various functions always influence people as well as entire operations
and functions of marketing at business place. With the help of different functions and their
interrelationships, firms can make their effective and unique goods and services which influence
firm in a positive manner. For example: if firms make effective and efficient products to attract
large number of customers, so herein market department has responsibility to communicate with
other functional units to achieve predetermined goals appropriately.
P2. How roles and responsibilities of market relate to wider organisational context
Marketing can be considered as the philosophy, it is generally used by an organization in
order to identify customers’ needs and wants by giving them better services on time. With the
help of this marketers can easily manage overall business activities and provide all type of goods
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as per people needs. Therefore, marketing is the best way to reach people needs and giving them
full of satisfaction with attractive goods. In relation with eBay, they are managing their overall
business at international level as they offered large number variety of products to customers. By
having this target, they can make their lots of potential customers and able to work in
collaborative situation within the workplace. It will help employees and encourage them towards
work, so that they can achieve organizational goals (Uncles, 2018). Together with it is also
necessary for them to coordinate with other functional department and their interrelations, which
are given below:
Marketing and finance department:
Finance department is one of the best important thing which help firms to make unique
budget statement for betterment of future. These departments always cope up with marketing
department in order to make better decision in relation with financial conditions. Financial units
always distribute funds to other department of firm in order to achieve goals and objectives.
Therefore, it is more beneficial for eBay by which they can interconnect with both marketing and
financial departments. With the help of this they can prepare budget in order to face any kind of
difficulties to gain competitive scenario. It shows the interrelationship with both departments in a
proper way.
Marketing and HR Department:
Human resource department refers to the different activities like recruiting and hiring
people in order to manage overall performance of business. By having such kind of things firms
can make them attractive in front of other people. In reference with eBay, HR manager always
take their decision with the help of marketing department in order to hire skilled candidates so
that they can run their business in a strong way (Folinas and Fotiadis, 2017). Along with this,
firm can utilize their overall resources in a proper way. It shows the unique collaboration in
working place which helps employees to make good strategies and maximize their confidence
towards work. It also enhances overall working performance of employees in a proper way. It
shows the better interrelationship with both department and make organization productive.
Marketing and Production:
Marketing and production department works together in order to make organization
unique and successful within the marketplace. In relation with eBay there are different types of
activities which is held by production unit but they always make decision with the idea of
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marketing department. With the help of this they can make better technologies and able to bring
innovative things in their product which attract large number of customers in a proper way.
Therefore, the interrelation of both departmental units is must and make them efficient in front of
the entire firm.
M2. Importance of interrelationship between marketing and other functional units
As per the current scenario there are large numbers of organizations who are rapidly
increasing their growth with the help of coordination at workplace. Herein interrelation between
various departments shows the effectiveness of firm which makes them more attractive (Kotoua
and Ilkan, 2017). Along with this it is helpful to take proper decision for future expansion of
business simultaneously. Example of eBay there are lots of department which are interrelated
with various functional units. With the help of those type of department marketing department
can easily communicate and able to achieve organizational goals. Therefore, it is very necessary
for respective firm make unique collaboration with team members as well as workers who can
achieve good brand image without facing any type of problems at market place. The most
necessaries department like HR department, sales, financial and so on all are beneficial for
company to gain huge success into the competitive scenario.
Interrelations between so many functional units with marketing units always bring good
results for firm and encourage them to expand their business at large scale effectively. With the
help of this type of decision they can reach targeted goals and customers as well. Therefore,
interconnection is very effective and unique thing which makes firm attractive in front of their
entire competitors in a proper way.
D2. Strategic marketing plan by applying 7p's to achieve marketing goals
With the help of strategic marketing plan of 7P'S respective organisation is able to get
lots of success in the business market. It also helps them to beat their overall competitors in a
proper way. During the making of strategies, they also ensured that they offered huge varieties of
goods and services by defining product, price, place, promotion, people, physical evidence and
process. With the help of these sorts of 7p's they can make them attractive and able to gain huge
profits and productivity within the competitive marketing place (Horton, 2019). For example this
can be said that if particular firm makes their overall plan on the basis of 7 P's of marketing then
they can get lots of information by which they face so many issues and able to manage
difficulties in an effective manner. Therefore, marketing P's always considered as an essential
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[art of each and every organisation in order to gain huge success and better results within the
competitive scenario.
TASK 2
P3. Compare the way in which several organisations apply marketing mix to marketing planning
to achieve business goals and objectives.
Marketing mix refers to the different types of elements like product, price, place,
promotion. With the help of this firms can make their appropriate project and able to gain huge
success within the marketplace. On the other side it consists various tools and technologies in
order to meet targeted customers’ needs and wants. In reference with eBay they are dealing with
different types of goods and services in order to satisfy people needs and wants. As they are also
using different types of online channels so that they have an opportunity to gain competitive
scenario in an appropriate manner. But sometime respective firm faces different types of
competition within the marketplace. So that one of the major competitor of this company is
Amazon which is also known as the American multinational e-commerce organisation. With the
help of marketing mix firms can easily differentiate their overall products and services in a
positive way. Along with this they can make their better products and able to gain better results
in a proper way. Therefore, There is different between eBay and Amazon by following 7P's of
marketing, those are mentioned below:
7P'S eBay Amazon
Product This firm deals with different
types goods and services
which includes electronic
items, clothes, home
appliances and so on. By
giving these sort of services
they can make their potential
customers and able to gain
success within the working
environment. Apart from this ,
respective firm also deliver
There are various goods and
services which is offered by
this firm includes cosmetic
goods, clothes, electronics
items and so on. In order to
satisfy consumers’ needs and
wants. As this firm also deals
with same product like eBay
so that they also needed to
have effective raw materials,
tools, machines and so on. It
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unique and special goods to
customers and make strong
bond with them. For example:
eBay providing large number
of goods and services then
they are needed to have
numerous varieties of their
products.
can be the best example to
attract huge customers at
marketplace.
Price For maintaining overall pricing
strategy, respective firm
applied 2 types of policies that
is flexible and average, with
the help of these sorts of
techniques they can make
customers happy at every level
as well as stay in the market
for long period of time (Notta
and Vlachvei, 2015). For
example if eBay follow
flexible pricing strategies then
they can easily convince
customers and make them
happy.
By observing competitive
scenario, they always
focused on its pricing cost
and put average price on
product for better convince
of people. If Amazon will
put attractive cost on their
overall products and make
appropriate pricing cost then
they can get large number of
customers and achieve their
goals.
Place In order make its global
presence eBay always used
various online channels and
websites across the globe. So
that it is available everywhere
and gives better services to its
customers. In order to maintain
Amazon do not have large
number of stores but it sells
their overall item by using
online services to satisfy
needs and wants of people.
For example if Amazon will
provide their services from
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its global presence firm should
follow unique strategies to
sustain for long duration at
marketplace.
its own stores then it directly
influence people in a positive
manner.
Promotion For promoting its products and
services this e-commerce
organisation using
advertisement, online sites and
print media etc. With the help
of these type of channels they
can make their future better
and meet their needs and
wants. For example if eBay
follow unique strategies for
promoting their goods and
services then they can target
large number of customers and
make their high sales or
revenue.
As it is also an e-commerce
firm so it uses websites by
which they can deals with
huge variety of products at
one time (Abbate, 2017). For
promoting its overall service,
they used online more rather
than the other elements. If
they use promotional
channels like online aids and
social sites then they can get
opportunities to connect
large number of buyers in a
proper way.
Process For providing unique quality
in goods and services this firm
using easy procedure to gain
success properly. On the other
side it uploads their products
picture on sites so that
customers can easily purchase
as per their needs. By having
good process they can
influence so many people and
make them capable to work
Process of this firm based on
place by which they can
prepare unique quality of
products and services and
satisfy customers’ needs and
desires across the globe. On
the other side they have so
many candidates which is
considered as a delivery
person who supplies product
to customers day to day. As
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with them towards
achievements of goals.
this firm is following unique
services so that they can
achieve their target in a
proper way.
People This firm is working with
12500 employees in order to
achieve predetermined goals
by offering huge variety of
goods and services to their
overall customers (Brychkov
and Domegan, 2017). if they
work with high skilled
workforce then they can make
them attractive.
Digital marketing team is the
most essential part of this
organisation to gain better
opportunities for future.
Therefore, they are able to
gain huge profits and
success. For example:
Amazon always try to
achieve its goals at higher
level therefore, they always
needs to have higher skilled
employees who can fulfil
their goals appropriately.
Physical evidence This organisation has large
number of sorts across the
globe by which they supply
their overall material to
customers and hire those type
of candidate who can fulfil
their needs and wants. For
example as they have large
number of manufacturing tools
so that they are needed huge
workforce.
According to Amazon, there
are lots of people who are
working together to gain
multiple advantages within
the competitive environment.
So that the physical evidence
of this company is best and
gain better opportunities or
growth instantly. With the
help of large number of
employees this firm
generally makes better ways
to gain numerous
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opportunities at marketplace.
Strategies for product development and promotions in context with eBay:
Product development: This is the main function of marketing in which manager of an
organization has responsibility to develop unique and different product at marketplace. It is also
considered demand of customers to give much satisfaction effectively (eBay Marketing Mix.
2019). On the basis of this product can be developed in two types of ways like brand new goods
into the market and next is existing goods which can be improve as per the current situation. In
relation with eBay, they always analyse customers’ demand first and conduct research for better
development of goods. It helps them to gain huge success with profits in the marketplace. Now it
can be clearly said that respective firm provide unique goods and services in different styles to its
customers with average pricing strategy, so that they can buy goods as per their needs. With the
help of this function, marketing orientation and overall concept can be managed by in a proper
manner. According to this respective firm named as eBay is able to categories and differentiate
its product from the new one and provide benefits to people in an appropriate manner. By
satisfying people wants and desires they can achieve their goals and objectives and able to take
good decision towards future development and growth.
Promotion: It is the main thing which comes in the seller’s mind first. By having better
promotion strategies and tools they can reach their goods at hire level and gain profit. According
to eBay Inc., in order to promoting their overall goods and services they always used online
websites, social sites newspapers, advertisement such kind of promoting channels. With the help
of these sorts of techniques they can achieve specified goals in a proper manner. According to
the marketing orientation, this function of marketing always helpful, by which marketing
orientation can easily focus on delivering entire design of products as per the customers needs,
desires and requirements. On the basis of marketing concept it helps business and encourage
them to promote their goods and services at high level to achieve business goals and objectives
successfully.
M3. Different tactics applied by organisation to define business objectives that can be achieved
In order to use lots of different tactics applied by an organization this can be concluded
that, if they applied properly then they can achieve their targeted goals without any issues at
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marketplace (Dioko, 2016). For more betterment of future firm should develop unique tools and
strategies in order to make their all over operational activities productive. On the basis o this they
can increase their overall value in front of people as well as its competitors. Together with firm is
also needed to focuses on overall demand of people. Within the eBay they always conduct
appropriate marketing research to knowing proper needs and wants of their employees. So that
they can make goods accordingly as they deal with home appliances and clothes so that they can
bring some innovative ideas with average cost which can be beneficial for customers. It enhances
their future growth at marketplace (Brown, 2016). For example: if eBay follows appropriate
goals and objectives tools then they can achieve their overall target which is generally used to
gain numerous opportunities in future. With the help of this they can make them attractive and
able to face any type of competition without any issues in a proper way. Therefore, it has been
critically evaluated that for better development and growth of the firm marketers always need to
make attractive policies for staying long period of time at marketplace in an effective manner.
TASK 3
P4/M4. Marketing plan for an organisation
Marketing is the process of management by which goods and services can be move from
the overall concept to the customers. It mainly includes product, price, place and promotion.
With the help of this marketer can fulfil their people needs and wants in an appropriate manner.
Whereas, marketing plan plays very significant roles to reach customers goals by satisfying
them. In order to make better strategies marketing plan is very helpful form of business to
achieve entire success at marketplace. According to eBay, they always make marketing plan in
order to analyse needs and wants into the market. There is effective plan of marketing in relation
with eBay, those are given below:
Executive summary:
eBay is one and only American multinational e-commerce organisation which is
originated by Pierre Omidyar in 1995. it always sells various kinds of goods and services
includes in cosmetic, clothes, gadgets and so on (Babin and Zikmund, 2015). All over the selling
programmes of this organisation is based on consumer to consumer, business to business through
the websites. Therefore, it is one of the best multinational dollar business which operates their
services across the globe.
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Objective:
 To enhance market share by 10% through personalise services within an year.
Mission: Mission of this organisation is to provide better global services by using various
online websites so that people can purchase easily and able to get their goods on time.
Vision: Vision is based on to reach various destination as per their choice so that they can
make huge potential customers and bale to gain success worldwide.
STP:
For making better strategies this approach is very useful which stands for Segmentation,
targeting and positioning in relation with eBay, is mentioned below:
Segmentation: According to this step, firm is needed to segmented their overall goods
and services by different category of people which is divided in age, number of people,
geographical and so on. Apart from this, it is very helpful for respective firm by which they can
segmented their goods on the basis of different categories of people within the nation.
Targeting: For maintaining this, firm always used to focus on different types of goods in
order to target its potential customers globally (Allen, 2016). For this, online customers will be
the target customers of eBay. In order to target huge customers they always use online websites
worldwide, so that they can target those customers who are really interested in their product and
services. It will increase growths as well as productivity of firm.
Position: At last firm always give better position to its overall goods and services in
order to accomplish their goals and objectives in an appropriate manner. Therefore, it is the best
strategy which is used by eBay to make its potential customers in everywhere by giving them
better quality of goods and services in a perfect way. By giving good position of their product
eBay generally makes better strategies and policies in order to achieve their organizational goals
in an appropriate manner. With the help of STP approach respective firm is able to increase its
growth and success in a proper manner which is also gives better results to make better ways for
the betterment of future.
SWOT:
On the basis of above marketing plan SWOT analysis in context with eBay is going to
discussed below:
Strength Weakness
 eBay is very famous online websites  Sometimes this firm is not able to
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which always analyse customers needs
and make goods accordingly.
Therefore, it has strength to achieve
goals properly (Babiuk, Braun and
Campbell, 2015).
 Another strength of eBay, it has 162
million customers who always used
this site and make them more
productive in front of their
competitors.
follow appropriate scenario which is
given by government in country so
that they can get loss in their goods
and services.
 Another is due to network issues
people can not search and found any
type of goods on its websites sop that
they faces few issues and not able to
consumers wants.
Opportunities Threats
 As this firm stay on high level of
market so that it has opportunities to
expand their business in all over the
world.
 Within the competitive world there are
lots of firms who are also dealing with
same goods as eBay. One of the
biggest competitor of this organisation
is Amazon.
MARKETING BUDGET (In Thousand £)
PARTICULARS Ist Year IInd Year IIIrd Year IVth Year Vth Year
Initial money 2000 6300 12200 14160 19970
Investment 9300 10500 23830 31630 13550
Promotion 4746 1459 4593 1875 1211
Sales publicity 1365 800 2452 1492 1050
Direct selling 2235 1900 4651 1000 4434
TOTAL 19646 20959 47726 50157 40215
On the basis of above mentioned budget it has been concluded that, this can be said that,
eBay can directly reach on their customers and able to give them better facilities in a proper way.
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With the help of monitoring and controlling overall budget they can make their huge customers
and take feedback to examine their overall improvement for better growth of future (Abushadi
and et. al., 2015).
Apart from the above specified marketing plan it has been evaluated that, it is one of the
best way for eBay in order to measure overall marketing concept by which they can achieve their
goals and objectives in a proper way. On the basis of this they are able to evaluate strength,
weakness, opportunities and treats to look forwards within the marketplace. Therefore, it is
necessary for firm to observe entire marketing situations before entering new market for better
expansion of its business at marketplace across the globe.
According to the above specified marketing plan this can be said that if firm is able to use
different types of elements properly into their work than they are able to achieve their goals and
objectives along with it will help them a lot known about their overall marketing situation in a
perfect manner. Therefore, this plan will help firm to attain their desired goals.
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CONCLUSION
On the basis of above report it has been concluded that, marketing plays very important
role within every business organization and helps them to achieve organizational goals in a
proper way. There are lots of different marketing department which are interrelated with each
other in order to gain same organizational goals in proper way. Along with this there are also
explanation of marketing plan as well as their roles and responsibilities within the firm. With the
help of these sort of tools firms can develop different types of new product to satisfy customers
demand. In order to gain competitive advantages there is also 7 P’s of marketing mix has been
explained by which firm can differentiate with another and able to look their actual position at
marketplace. By having all these types of tools and strategies they can make their future better
and satisfy customers demand in a perfect manner.
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Online
eBay. 2019. [Online]. Available Through: <https://in.ebay.com/>
eBay Marketing Mix. 2019. [Online]. Available Through:
<https://www.mbaskool.com/marketing-mix/services/17174-ebay.html>
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