Marketing Research and Application

This assignment delves into the world of marketing research, examining its core principles and real-world applications. It analyzes key concepts such as data collection, analysis, and interpretation, while also exploring how businesses leverage research findings to make informed marketing decisions. The provided resources encompass articles on diverse marketing topics, including consumer behavior, digital marketing, and brand building.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
P1 Key duties and responsibilities of marketing department......................................................1
P2 Roles and responsibilities of marketing relate to wider organizational context...................3
PART 2............................................................................................................................................5
P3 Comparison between applying of marketing mix by two different organization..................5
P4 Marketing plan.......................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is a term which means exchange of goods and services between buyer or seller
for final consumption by acquiring attention of end user. In fact, department of sales utilized
number of promotional strategies for increment in their sales by gaining attention of entire
society. “Your destination” is new transportation organization whose main motive is to provide
convenience facilities to their customers by fulfilling their demands during journey and tries to
build their positive goodwill at a marketplace (Aaboud and et. al., 2017). This assignment is
categorized into two equal parts for explaining the marketing strategies which is adopted by
enterprise to promote their products or services across international borders. Furthermore,
assignment also throw few lights on essential roles and responsibilities of sales managers or
entire department towards success of overall organization. Later on it report shows an
appropriate comparison between marketing used by “your destination” and their competitors. At
the end, project is going to show appropriate marketing plan used by refereed association for
attaining their set objectives.
PART 1
P1 Key duties and responsibilities of marketing department
MEMO
To:- Senior management
From:- Marketing manager
Organisation:- “Your destination”
Date:- 31st October, 2017
Subject:- Duties and responsibilities of marketing managers and designed structure or
operations of merchandising department.
Marketing is a word which means transferring of goods and services across international
boundaries for gaining maximum benefits by capturing attention of millions of customers with
the help of various appropriate promotional strategies (Aad and et. al., 2012). “Your
destination” is a growing travel and tourism company established in UK. It works for travel
related things like arranging flights, insurance and accommodation. It is also involved in
collecting and processing payments, advising clients on travel arrangements e.g. visas and
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passports. It focussed towards keeping clients up to date with any changes related to travelling.
In fact marketing functions of referred association helps the company to make their services
differentiated from other companies providing similar services. Main marketing functions
includes market research, developing marketing plans, product development, advertising,
promoting etc, distribution of services, forming good relations with customers. Additionally,
merchandising department of this company plays a important role in promoting their business
and attaining goals of an enterprise. There functions helps an organization in coordinating
business activities (Al-Hasan, Thomas and Mansour, 2016). It also facilitates in building brand
image and goodwill at marketplace. Thus, roles and responsibilities which is accomplished by
marketing department of “your destinations” as well as sales manager are expressed as below:- Management of brand- It involves explaining what this company is and what are its
functional areas. It also includes defining the key points and unique features of Your
destination. Strategy formation- Here, the senior member of marketing department of this company
makes marketing strategies to work more efficiently and increase the market share in the
travel and tourism sector. Market research- It is the key responsibility of marketing functions. It helps the
company to identify market opportunities available for travelling companies and gaining
better knowledge about customers needs and wants. It also helps in identifying strengths
and weaknesses of the company. It is done by studying industry reports, market data and
consumer feedback (Babin and Zikmund, 2015). Innovation- In Your Destination, marketing department focusses on new promotions ,
programs, customer retention techniques, improvement in services and more innovative
working. Helps in knowing consumers–It is the responsibility of marketing functions to know the
users and their feelings. It can be done by having direct contacts with the customers. Managing marketing budget- It is also the responsibility of marketing functions to
utilize the budget in effective and efficient manner without wasting it in unnecessary
activities. Strategic marketing plans- Their another role is to make cost-effective strategies that
are planned for long term. For this planning should be done by keeping strategies in
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mind. These strategic plans should be aligned with plans of company as well as the
departments. Identifying consumer taste or preferences:- As per this element it has been assessed
that one of the major obligation which is accomplished by marketing officer is that they
enforce their sales managers to understand choice of consumers. As it helps
manufacturing team while designing products. Building brand value- Marketing functions are also responsible for creating messages
and ideas that will help in building brand value. For this, quality service is to be
provided to attract more and more customers. Control competition- It should focus on strategies that will help this company in
competing with other companies involved in travel and tourism. It will help in achieving
competitive advantages.
 Conducting customer survey-It is an important role of marketing functions to do
consumer survey to know whether they are satisfied with the services provided by the
company or not. If improvement is needed then it should be done by keeping customer,s
needs and wants in mind (Baines, Fill and Page, 2013).
Major key components of marketing team are stated as follows1. Investigation:- According to this element it is essential for selling group is to acquire
relevant information or data because accumulation of precise facts act as a backbone for
effective plan.2. Need to target market:- A well structured market supports an enterprise in maximizing
their buyers.3. Analysis of competitors:- They need to assess strategy of their rivalries for modifying
their existing goods.
4. Budget:- Accurate estimation is required for making effective plan for development of
an organization.
Furthermore, managers of “Your destination” needs to conduct SWOT analysis for
removing their development barriers which is mentioned as follows:-
Strength :-
Provides instant services.
Weakness:-
Employees are less skilled.
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Effective and appropriate marketing strategy
for promoting their goods or services.
Conflicts between superiors and subordinates.
Lack of communication.
Opportunities:-
Emergence of modern technology supports
while contacting with customers.
Government rules and regulation aids
transportation company by protecting them
from cheating and frauds.
Threats:-
Increase in competition level due to
emergence of various competitors for
example; national express.
Availability of close substitutes.
After analysing strength and weakness of a referred association it is essential for
organization to make an effective structure to deal with their competitors that is “business to
business”. Whereas an organization needs to understand taste or preferences of customers while
dealing with their domestic as well as foreign consumers that is known as a “business to
customers”.
Hence, managers of an organization having a depth knowledge about their roles and
duties for attaining their set objectives for example; increment in sales, attraction of customers
etc. Thus, it has been identified that for gaining maximum market share, director managers have
to perform their task and activities in an efficient manner by fulfilling the demand of desired
customers.
P2 Roles and responsibilities of marketing relate to wider organizational context
Obligation of sales department in relation with organization are explained below in a
memo form:-
MEMO
To:- Senior executive
From:- Marketing manager
Association name:- “Your destination”
Date:- 31st October, 2017
Subject:- Obligation of marketing section contributed to wider enterprise goals.
“Your destination” is a new transportation organization whose main objective is to
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provide vehicle services to their domestic as well as foreign clients. In fact, marketing is seen as
a very vast concept because it includes various activities for identifying desires and wants of
different customers so that they can deliver the same. Basically, assessment of customers
demand is necessary for formulating their strategies as per their needs because goods and
services are finally consumed by them only (Baker and Saren 2016). Assessment of this
element as well as necessary activities is indispensable because it helps in enhancing their sales
in a minimum duration. Apart from this, marketing manager of “your destination” also trying to
identify schemes or policies of their competitors for defeating them at a marketplace.
Additionally, evaluation of customer taste and preferences is also one of the useful
responsibilities which is executed by marketing team which is used by manufacturing
department during producing new products; therefore, indirectly it is beneficial for organization
in various manner. Henceforth, marketing department plays a major roles and responsibilities
for contributing in achievement of organizational objectives. These are highlighted as follows:-
Business operation with marketing function:- Major function which is performed by
operational team is that they are responsible for operating all the activities in an appropriate
manner (Banerjee, 2013). It plays a major role in development and success of “your
destination” by making effective coordination between marketing department and operational
group. Therefore, for this thing a proper blueprint consist of written plan which is very much
essential for preparing products as per customer choice. Hence, it has been analysed that
coordination is a key to success which adds values to entire procedure and helps association for
achieving their target in a minimum duration.
Financial function:- It is essential for financial team to get aware about requirement of
capital in every department of an organization because they are responsible for distributing fund
(Beatty and Samuelson,2014). Therefore, finance department of your destination have to
provide sufficient capital to their marketing team so that they get succeeded in maximizing their
sales for gaining maximum return on investment. Thus, they requires to allocate appropriate
funds for accomplishing promotional activities in an effective manner.
Research and development:- This section of an organization also perform major role in
success of a company because investigation team helps in collecting accurate or precise data
which is used by managing director during decision making process. Thus, researcher team is
trying to gather processed information about customer taste and preferences which is beneficial
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for marketing department while performing their selling task in an appropriate manner
(Braslow, 2015).
Human resource development:- As many other functions of an organization, human
resource is one of the indispensable section for every enterprise and seen as a valuable asset
because all the activities are executed by them only. In fact, employees guides in attaining
manufacturing targets, prepare desired goods as per consumers taste and preferences etc. Along
with this, talent or skills of workers are fully linked with advantages of goods and services
because talented or experienced staff members assist in producing impressive commodities or
services.
IT department with marketing:- Changes in technology increase the use of modern
equipments and machinery in every departments of an organization because it is beneficial in
different manner. Hence, managers of “your destination” use advanced technology for online
marketing services which is beneficial for managers in order to adopt impressive techniques in a
great way.
Marketing department plays a major role in attaining objectives of an enterprise by
encouraging their goods and services at marketplace for gaining trust or loyalty of customers as
well as shareholders. After seeking attention of stakeholders an organization may able to
increase their market share and maximize sales in order to attain their desired goals or targets.
By summarizing roles and responsibilities of marketing section in organizational context
it has been identified that every department or factors are interdependent upon each other whose
main objective is to established the goodwill of a “your destination” at a domestic as well as
international marketplace (Caporaso,and et. al., 2010).
PART 2
P3 Comparison between applying of marketing mix by two different organization
Cluster of 7 P'S are known as a marketing mix which is realted with core elements of
marketing business which is adopted by organization for developing their entire association.
Your destination is having its branches in various countries for gaining maximum income due to
effective marketing strategies and try to defeat their competitor that is; “National Express”. In
fact marketing mix plays a major role in generating maximum revenue by implementing various
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schemes (Chamorro-Mera, Miranda and Rubio, 2014). Basically, mixture of merchandising is
classified into two parts; traditional and modern it means initially it consist of only four P'S;
product, price, place and promotion. But later on three more P'S are added in that is; people,
process and physical evidence. Therefore, companies use it for achieving their set targets of
marketing by acquiring maximum return on investment as well as succeeded in gaining trust of
entire society. Hence, organization for instance; national express and your destination adopted
this concepts of marketing mix in their business. Thus, proper detail of 7P'S and its usage by
“Your destination” and “National express” is given below:-
Basis Your destination National express
Product Major goods of this enterprise is
associated with providing transportation
facilities like bus services, coach, train,
flights and cab facilities to their different
customers. Apart from this, they also
offers few major services during major
events (Clow and James, 2013).
This organization is seen as a market
leader in transportation sector because of
their on-time services with splendid
strategies whose main aim is to satisfied
their customers with their best services.
Both the companies are interlinked with
each other and serving similar products
but maximum customers are happy with
national express because of their different
strategies. Services are expanded in
number of countries like England,
Scotland and Wales.
Price Prices of your destination is depend upon
customer taste and preferences . It means
their prices are fully depend upon income
group of clients. It means they are society
oriented.
Charges are as per services and reasonable
which reflects that this organization is
worried about customers. Pricing strategy
of enterprise is money oriented that means
they believe in generating maximum
income (Cohen and et. al., 2010).
Place According to this mix, your destination is
having its branches in number of
countries for gaining maximum revenue.
Whereas national express is also focussed
on extension strategy because it is very
useful in gaining maximum return on
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Branches of this enterprise are located in
Manchester, Newcastle, Glasgow, and
Aberdeen etc. Major reason behind
expansion process is to develop entire
association.
investment. They are having their
subsidiaries in Scotland, Wales and
England as well as another location of UK.
Therefore, due to expansion process, they
become market leader at international
marketplace.
Promoti
on
As per this, marketing department of
managers adopted very lineant policies of
promotions and believes in transferring
maximum goods or services across local
areas. Promotion is a term which is used
by sales department for increasing their
sales (Cua, Reames and Chai, 2013).
Therefore, strategy which is adopted by
marketing team is advertisement on
radios etc.
On contrary to this, national express
believes in adopting strict policies of
promotions by distributing pamphlets and
invest maximum funds in promoting
products at marketplace.
People Human resource are seen as a valuable
asset for entire association because every
task and activities are managed by them
only. Therefore managers of an
organization pay full attention on
enhancement of their employees. Apart
from this they also believes in facilitating
their customers as per their demand or
requirement.
People are consider as a indispensable
resource due to their roles and
responsibilities toward development of
entire association as they are obliged with
certain duty for which employees are
liable. But they are very strict towards
their policies and marketing strategies and
very strict towards their selling schemes
Process Traditional approach is applied by
managers of your destination which is the
major reason behind their slow growth as
well as available of less skilled
employees.
Managers of this organization utilized
modern methods of distributing goods and
services across national borders (Dioko,
2016).
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Physical
evidence
Higher authority of managers believes in
fulfilling demand of customers.
Feedbacks are useful in decision making
process because modification is based on
their taste or demand.
Marketing mix is a term whose main objective is to support overall company in directing
corrective path by throwing lights on appropriate factors. Along with this, identify various
methods of encouraging sales by satisfying needs or demands of distinct customers. Thus, cluster
of 7 P'S aids selected organization during decision making process.
P4 Marketing plan
An effective and appropriate plan is require for success of an enterprise because it covers
all the necessary factors which plays a major role in success. In fact marketing plan is a blueprint
of strategies which is followed by mangers as well as every staff members. Therefore, an
effective plan covers various points which are expressed as follows:-
Executive summary:- Marketing plan of your destination covers all the necessary points
which requires for staff members to followed during attainment of goals of marketing. Therefore
various factors which falls under this category are; company overview, situational analysis with
the help of external and internal, proper budget for gathering sufficient fund which is required
while implementing and control over wastage (Harris, Schwartz and Brownell, 2010).
Company overview:- Your destination is a new transportation organization which are
extended across number of countries for attaining maximum benefits with the help of different
marketing strategies. Branches of this organization are situated in Manchester, Newcastle,
Glasgow etc. as well as try to hired skilled or talented employees for managing all the activities
in an appropriate manner (Business Essentials Information Session, 2017).
Situational Analysis:- To know the situation of the Your Destination in the market it is
necessary that internal and external assessment can be done this which help the marketing
planner in great manner. Below mentioned is the analysis of internal and external:-
Internal Analysis:- First step to identify the inner factors which can effect the success
and growth of the firm such as customers, shareholders and financial structure. It is very
important for all company to find all these internal factors as they are asset for the firm. All
operational activities can be controlled and managed with the help of them.
External analysis: This factors play very significant role in the Your destination
company. As, all company big or small follow rules and regulation which made by government
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if any firm does not follow them then legal authority can stop operational activities of the
organisation.
Objectives: The main objective of Your destination company is to become the most
effective transport company in the coming future.
Strategies – In order to achieve the organisation goals company needs to adopt various
code of conduct which has the capacity to increase the total results. For this the concept of porter
five force model can be utilised under which threats to substitutes, competitors, suppliers and
bargaining power of customers are discussed. It helps the organisation in doing planning and
designing of different strategies against the same so that results can be achieved.
Budget:- Estimation of accurate capital is requires during making plan before allocating
fund to every department of an organization. In fact it covers all the essential factors before
allocation process and collect necessary information or data and used by them in decision
making process (Hoványi, 2013).
Marketing budget
Particulars
1st
year
2nd
year
3rd
year 4th year 5th year
Initial fund 20000 2500 4800 4200 5600
Finance 17500 15200 15800 14400
Total 20000 20000 20000 20000 20000
Marketing
expense
Publicity 7000 8000 6000 5000 7000
Sales publicity 2000 2000 3000 2000 2000
Direct
marketing 3000 1500 2500 2500 1500
Internet 3000 1000 2000 2000 2000
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marketing
Social media 1000 1000 1000 1000 1000
printing 500 700 300 400 550
Events 1000 1000 1000 1500 1000
Total 17500 15200 15800 14400 15050
Control:- At the end it essential for entire association to make plans and strategies for
controlling extra and unused things for managing all the activities in an appropriate manner
(Jain, Ahuja and Medury,2013.). Therefore, manager of your destination is trying to minimize
their losses or extra funds which are going to involve during implementation of plans.
CONCLUSION
From the above report it has been concluded that marketing department plays a major
role in establishing goodwill of an enterprise at a marketplace because it helps in maximizing
sales which resulted in gaining customers trust. Basically, this assignment is mainly depend upon
various strategies which is adopted by marketing function of one of new transportation company
named as “Your destination” whose main motive is to facilitate tourist during travelling from one
place to another. Therefore, this assignment is full of roles and responsibilities of marketing
department in attaining objectives of an organization. Apart from this, proper explanation of
marketing mix is explained and its usage as well as benefits of marketing plan in improving the
performance of an organization.
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