Unit 2 Marketing Essentials

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
Define the key roles and responsibility of marketing functions within organisation.............3
Explain how roles and responsibilities of marketing are related to the organisation.............5
LO 2.................................................................................................................................................7
Marketing Mix of different hospitality organisation with Marriott........................................7
LO 3...............................................................................................................................................10
Marketing plan for Marriott international............................................................................10
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Marketing is the process in which company undertake the promotional activities to
achieve organisational goal. It include advertising, selling and delivering of product to different
consumers or other business activities (Jüttner, and Christopher, 2013). In other words,
marketing involves in planning action to maintain healthy relationship with customers.
Marketing is the way of attracting the people which is used by organisation to sale their products
and services. This helps to maximize the productivity and profitability of organisation. The
present report is on Marriott International which is an American multinational hospitality
company. It was founded by J.Willard Marriott and its headquarter is Bethesda , Maryland U.S.
This report explain about various roles and responsibility of marketing functions in organisation.
It also compare different ways in which hospitality organisation can apply marketing mix to
planning to achieve desire goal. Elements of marketing mix are explained to gain competitive
advantages from rivals. on At last this report explain about how to develop marketing plan in
hospitality sector in order to meet marketing objectives.
LO 1
Define the key roles and responsibility of marketing functions within organisation
Marketing is the process which is used by business organisation to collect the people and
sale them products effectively. It uses different types of technique which helps to attracts the
people and sale them products. Marketing officers mainly focused on practical application to
meet organisation objective and aims. It is essential for company to make efficient strategies to
develop marketing functions which have excellent communication and analytical skills to
perform activities smoothly. There are various functions of marketing are research, product
development plan and customer service. Here are some roles and responsibilities of marketing
officers which are explained below:
Defining and managing the brand: This function is main function of marketing which
helps to recognise the brand effectively and create a brand image by selling the products in wide
range. Marriott is well known brand is hospitality sector around the world. The marketing
manger of Marriott have to work constantly for promoting and making goodwill in market. It is
important to manage and define the brand which help in expansion and growth. Marriott is an
hotel chain thus it has to focus on carving need of youngsters and adults in hospitality sector.

Develop marketing strategies: Marketing strategies are those strategy which helps to
attract the people by using different activities. Marketing manager are responsible for creating
marketing strategies for the company. It help to identify new market opportunities, helping
company to make niche market for its product and services. For Marriott, manger should develop
new market plan so that capture large market. It will help Marriott to gain competitive
advantages which will company to gain profitability.
Customer relationship Management: Customer relations are important for any business
organisation which helps to deal further more in order to sale the products and services more. If
an organisation is having good relations with customers then only it can increase business
activities which helps to increase the production and profitability. If an organisation behave good
and answers the customer's question then they feel good and make decision to purchase more. It
is crucial for Marriott manager to develop a healthy relationship among customers to for
attracting the larger audience. The marketing manager collects the information from customers
and feedback. Further collected data are analysed and changes are made as per the requirement.
Monitoring and managing social media: This means an organisation can attracts people
by using social media and monitoring all the activities which helps to deal the difficulties
effectively. The marketing department must control and manage social media and should be
active on social sites to gain customers attraction (Ko, E., Hwang, and Kim, 2013.). Marketing
head should post update regarding new product to aware buyers about new launch. This
techniques will help company to attract larger public towards themselves.
Employee management: Employees are the integral part of organisation who understand
the goals of business organisation and make efforts to complete them. It helps to work effectively
in order to attain organisational goals. Marketing managers of Marriott have responsibility assign
duties and responsibility to employees to achieve organisation goal. Company should manage
employees effectively and efficiently to achieve organisational goals. Managers should also
check performance of employees and provide proper training to operate business smoothly.
Responsibilities of marketing:
Fixing price of product: The marketing manager of Marriott international is responsible
for setting up the price of service which is offered by organisation. Price help in determining the
monetary value of service and also help in generating profit. In the current scenario company is
thinking about increasing the sales of company so the price are kept low in order to capture large