eBay Marketing Essentials: Analysis of Roles, Mix, and Marketing Plan

This report provides an overview of marketing essentials with a focus on eBay. It covers the key roles and responsibilities of marketing functions, evaluates how these roles are linked with organizational processes, and analyzes how eBay applies the marketing mix (7 P's) to achieve its business objectives. The report also develops a basic marketing plan for eBay, outlining strategies and tactics for future growth. A comparison between eBay and Amazon's marketing mix strategies is presented, highlighting differences in product offerings, pricing strategies, and promotional activities. The analysis emphasizes the importance of adapting marketing tactics to current market conditions and achieving company goals through effective marketing strategies. Desklib provides access to this assignment and other solved papers for students.

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Key roles and responsibility of marketing functions.............................................................1
P2. Evaluate that how marketing roles & responsibility linked with organisation process.........2
TASK 2............................................................................................................................................3
P3. Evaluate that how organizations apply marketing mix in order to achieve business
Objectives....................................................................................................................................3
TASK 3............................................................................................................................................6
P4.Develop basic marketing plan in context of organization along with evidence ....................6
Marketing plan.............................................................................................................................6
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is one of the best function within the organisation. In order to gain successful
goods and services, it is necessary that it should be communicated in a right manner, to the right
place, right people and right time as well. It is not only the function of marketing but it is
manually involves significant task of developing value for the various customers. Along with this
managers of an organisations always used unique strategy and plans in order to fulfil customer's
desires in a peaceful manner (Macarthy, 2018). eBay is an American multinational e-commerce
corporation based in California. This report cover various topics such as role and responsibility
of marketing, how marketing mix help the organization to achieve their business objectives and
develop basic marketing plan.
TASK 1
P1. Key roles and responsibility of marketing functions
Marketing refers to the combination of different kind of activities which helps them to
promote their overall product and services. Therefore, marketing is one of the better essential
that includes in buying, selling and advertising activities. Along with the concept of marketing
refers to the philosophy by which firms can communicate with other people and able to design
their products in an effective manner. On the basis of this concept of marketing firms can
accomplish their targeted goals properly. Apart from this the concept of modern marketing is
depends upon the various needs and wants of different customers at marketplace. Modern
marketing also focuses on the research and development department, production, finance and
personnel etc. in reference with eBay they are using higher tools and strategies in order to
influence their customers in an effective way (Drucker, 2018). By giving new and latest
technology product to customer helps this firm to increase their overall productivity.
For the betterment of future in this modern organisation marketing manager of eBay is
always responsible to bring unique ideas and methods in order to manage their overall business
functions in a right way. By having responsibilities manager also required to concentrates on
their employee’s needs and demand in order to achieve goals. In order to make effective relations
with employees manager of eBay can use various thoughts which can be very fruitful for
employees like they can work with top level management in which they individuals can think
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positively and able to make unique plan and policies for future developing growth. It will help
company to use unique techniques to make their firm attractive. Herein, marketing information is
also very essential for employees of eBay to make unique ideas and strategies to gain better
future opportunities. Therefore, all these are much essential for manager of eBay to implements
on new strategies to grab overall future opportunities. “ Changes are constant” so that in the
current period of time, there are lots of organisations who are dealing with various items in order
to gain better achievements. But on the other side some firms are selling their product but with
some unique concept so that is the change. On the basis of this people are able to differentiate
their product from one to another. It reflects on the appropriate firm in both negative and positive
way (Bagozzi and et. al., 2018). Therefore, modern marketing is the best thing to gain better
objectives in future.
Modern marketing is a very famous concept which is based on the companies product
and services. Because modern markets always used digital transformation across the business in
order to make their services in a better way. It is necessary for leader to understand overall
marketing concept in order to make their organisation modern in a perfect manner. Further
betterment of these marketing tools of eBay leaders are able to understand current and future
trends of market by which they bring uniqueness in their products. For this they are using
different promoting channels such as TV, newspaper, Gmail and online sites. On the basis of this
they can promote their product at higher level. This overall process make eBay modern
organisation across the globe. In order to evaluating appropriate elements of marketing functions
and there interrelation helps organisation to make them modern and attractive in front of the
people at specific marketplace (Baker, 2016).
P2. Evaluate that how marketing roles & responsibility linked with organisation process
Like research and marketing are the interrelated factor and functions as well, which help
company to manage their working situation within the organisation. In context with eBay they
always encouraged their employees by conducting research and development programmes so
that they can achieve appropriate goals in an effective manner. From the marketing research
company can make unique decisions to grab future opportunities, so that both functions work for
organization together with same purpose. Along with that, planning and strategy one of the better
functions by which an organisation can collect lots of appropriate information for developing
new strategies. Wherein, planning involves communication, financial plan and on for running
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business in a smooth way. Strategies refers to the ideas and thoughts for gaining better output
towards the organisation. Therefore, eBay using both term in order achieve appropriate goals and
objectives appropriately. As per the interrelation of both factor company can make attracting
scenario for their business functions or operations as well. In relation with human resource and
marketing department both are very important factor for eBay on the basis of this firm can use
different types of online websites and social sites in order to aid their goods and services
perfectly (Pooler, 2018). It helps them to increase overall good quality and manage goodwill of
an organisation. Wherein human resource is helpful for organisation to select appropriate
knowledgeable candidate for gaining best opportunities. Along with HR manger also manage
marketing programmes of overall organisation to gain good profit and also able to expand their
business in various countries. Therefore, interrelation of both department are much useful for
company. Lastly production or marketing department are most usable for eBay in which
managers are able to focuses on overall business function in which they make various food,
clothing and electronic items. As per this they can influence other people in an effective manner.
By using new technological system respective firm able to get better image in market and bale to
manufacture new products which directly influence people inside and outside the organisation.
Therefore, production of new product with different marketing channels is very effective part of
an organisation to get better productivity or profits within the firm.
TASK 2
P3. Evaluate that how organizations apply marketing mix in order to achieve business Objectives
Marketing Mix (7 P's)
Marketing mix is the concept of different variables and functions within the organisation
in order to target overall marketing conditions to achieve goals. It consist various kind of
marketing elements which influence the overall functions of an organisation (Erevelles, Fukawa
and Swayne, 2016). In context with eBay, manager of this organization concentrates to enhance
sales and productivity in an organisation. All these marketing essential or mixing product are
used by marketers to make effective plan appropriately, so that they can take effective decisions.
There are some differences between eBay and Amazon in relation with marketing mix, those are
mentioned in beneath:
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Basis of
comparison
eBay Amazon
Product Company deals in the range of
electronic items, fashion, beauty,
motors, health, sports, home and
gardening products etc. Company
introduce mobile application “ eBay
food”.
Amazon company offer product by
using online platform where they
offer various items such as fashion,
home appliances, cosmetics,
healthcare, media content,
electronic items etc.
Price eBay generally brings innovative
and unique ideas to set their
effective pricing strategy tool
(Baker and Magnini, 2016). So that
they always manage the overall
quality of products so that they can
This is very famous company
which offers their products all over
the world via online store and mass
communication to market. It is
always make flexible pricing
strategy and people by which
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sell their items in reasonable price
to customers. Furthermore, some
times it opts competitor's pricing
strategy after observing the
marketing condition. Price of food
will be different as per the rate of
restaurant.
people can purchase its product on
a reasonable prices with effective
quality. Price of each item will vary
according to the suppliers, features
etc.
Place It is maintaining its business
functions across the 30 countries in
the world. Now its become very
easy for consumers to purchase
products from anywhere (Sajid,
2016). This application perform
online, so anyone can access it
anywhere if any near by restaurant
available.
It has large number of distribution
network for arrival at strong market
spirit. At present it offers its goods
within the 11 global countries.
Amazon sell their product through
their website or mobile application.
So they can access anytime or any
place.
Promotion For instance the management of
eBay using various promotional
strategy like digital media, print
media, TV, magazine etc. that
influence customers for the main
aim of developing trust on people
among the brand. eBay use social
media to promote their mobile
application for food delivery.
For promoting products this brand
always used various channels that
affects customers mind. Company
make their advertisement with
famous model and having popular
brand ambassadors that help in
generating more demand. Amazon
also use various social media sites
to promote their products.
People There are assorted kind of people
who are working together to grab
marketing goals and activities like
customer contact, manufacturing
person distributors of marketing
This brand has around 86000
employees who are furnishing
contrary types of work like
producing qualitative trade good,
distributors who payment products,
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people, customer support and so on.
All works together for the main
motive to achieve appropriate
profits and firms productivity.
marketers who are using marketing
to enhance sales, customer services,
online customer support, finance
etc. they generally maintain those
functions. These people are the
human resources of the company
who is most important.
Process Management of this company
(eBay) opts regularity of providing
delivery services and consumption
process that make business
effective.
It brings various process like IT
supported process, customer focus
research & development, features
design and transporting process for
the aim of targeting so many
customers.
Physical
evidence
eBay is providing various online
products by which they can save
time and cost. As per this they can
make good image in front of the
people. Mobile application is the
physical deviance for the company.
It has huge area by which
respective firm can offer lots of
products with better quality. It
influence people to purchase them.
Various tactics applied through the organization to reach business objectives:
In the present scenario there are lots of organisations who are having effective and
attractive culture and implements on new tactics. Therefore, tactics are mainly used by
companies to achieve their appropriate goals. In reference with eBay they are utilizing
marketing-mix 7P'S for future planning by which they can achieve their target with the help of
giving them huge variety of products (McDonald and Wilson, 2016). From applying these tactics
they can get aware from current marketing conditions and leads to target company's goals.
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TASK 3
P4.Develop basic marketing plan in context of organization along with evidence
Marketing plan
It is a kind of blueprint which is very helpful for overall marketing team of an
organisation to run business activities in an effective manner. With the help of effective
marketing plan company can make their appropriate decisions to gain better advantages in a
perfect way. In context with eBay, manager of this respective organisation always make and
develop appropriate unique plan by which they can get their desirable goals and build good
relations with customers. Marketing plan of this company is mentioned in beneath:
Overview of the company:
eBay is the largest online retail company of the America which provide variety of product
which helps in satisfy customers demand. This company provide a unique platform where buyer
and seller, sell their products on single platform such as cosmetic, fashion, electronics, motors
etc. Company is going to launch “premium delivery services” to its customers which is helpful in
order to deliver its products on time or at urgent base required by the customers. Through this
service it provide fast and urgent delivery in order to satisfy their premium customers. In order to
increase demand among the customers they develop marketing plan which mentioned below:
Mission and Vision:
 To enhance marketing share by providing huge number of goods.
 To build up customer trust through managing quantity and quality of various products
which does not affect the customers by using it.
 To make higher effective profits by maximising huge customers and boom business at
different place (Horton, 2019).
 Provide appropriate and relevant goods which is helpful in order to develop potential
customer base and acquire more and more customers.
Marketing objectives:
 One of the main objective of this respective company is to increase its sales by 20% in
next 6 months.
 Company launch its premium delivery service in order to maximise its market share by
15% in next 1 year and to develop a loyal customer base.
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STP approach:
It is the combination of 3 process that is segmentation, targeting and positioning which
all are used by organisation to develop appropriate marketing plan. With the help of this
respective organisation can segmented their overall market in various sections. After doing all
this, respective firms is able to grab their potential customers within the marketplace. There are
some points in relation with eBay, those are given below:
Segmentation: According to this method overall marketing process is based on the
segmentation of few factors in company from huge market to small groups. With the help of this
they can take of business situation and able to make various products including demographic,
geographic and behaviour of customers in an effective manner (Flora, Schooler and Pierson,
2018). Before launching its products in the market, company need to consider these segments
and provide the services as per the demand of customers which is appropriate for them.
Targeting: After segmenting the overall market in various groups respective brand can
fulfil peoples desires and make effective strategies accordingly. As per the targeted segment,
company can target the various group of customers such as all age group people because no one
has time to visit the shop or manually see the products and in terms of senior citizens they would
not be able to visit the shops on a manual basis.
Positioning: This is the last stage which is based on the effective and appropriate
position of company within the marketing place. It manually includes in the good image of an
organisation for influencing customers properly.
Swot analysis of eBay
Strength Weakness
 One of the huge strength of eBay has
the power to distribute their products
from various channels to gain
potential customers.
 Respective company provide various
products in order to fulfil customers
requirements in a perfect manner.
 One of the main weakness for eBay is
that they are not always ready to
accomplish customer's needs and
wants.
 In modern world people want more
and more products and variety which
include colour and different size and it
is the weakness of eBay because it
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does not provide various colour and
size in its each and every product.
Opportunities Threat
 Company have opportunity to expand
their business through the launching
unique services within and across UK
by fulfilling customer's needs and
demand.
 Through this service it helps the
company in order to acquire more and
more customers and attract them in
order to purchase from this app.
 By increasing cost of beauty products
respective firm can get lose their
overall profit and it overcome the
chances to gain future productivity
(Atwal and Williams, 2017).
 Other one threat for this eBay
company is their so many competitors
who also having beauty products and
give it them in low rate. It directly
influence people negatively.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year
Investment 1000 1000 600 500
Initial money 1000 500 500 500
Total 2000 1500 1100 1000
Marketing
outlay
1500 100 300 500
Sales
publicity
200 200 100 100
Direct selling 400 300 100 100
Promotion 400 100 500 200
Total 2500 700 1000 900
*Figures are in Thousands.
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Above mention table represent the future budget and total cost which company have to
bear as per the different business activity. In 1st year, company required 2500 (In thousands)
which is high in comparison to further years because it is initial year which required more
activities to do. In 2nd year 700, 1000 in 3rd year and 900 in last year.
Monitoring and control
By observing overall data from the above table this can be said that marketing manager is
always ready to control and monitor overall functions of business (Piñeiro-Otero and Martínez-
Rolán, 2016). With the help of this eBay can easily concentrates on the overall manage team for
gaining best results in future.
Strength and weakness of marketing mix
Strength Weakness
Strength of marketing mix is helpful in order to
analyse effective and significant factors of an
organization in order to gain competitive
business environment.
Marketing mix is the time consuming as well
as expensive process. Along with in this firm
needed to hire knowledgeable candidates for
conducting marketing mix channels.
Strength of marketing mix measures its weakness of expensive process and overall time
consuming.
Strength and weakness of marketing budget
Strength Weakness
Budget generally offer guidelines for their each
and every employee in order to take effective
actions (Kingsnorth, 2019). Furthermore,
budgets promote their important principle of
coordination and communication.
Generally budgets are bureaucratic and it take
lot of time to prepare.
Application of marketing plan in context of organization:
Product: Company launch its premium delivery service which is beneficial for the
customer because it will save time as well as efforts of the customers. So they can start shopping
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