Marketing Essentials Report: eBay Inc. Marketing Mix and Plan

This report provides a comprehensive analysis of the marketing strategies employed by eBay Inc., an international e-commerce corporation. It begins with an introduction to the core concepts of marketing, emphasizing its role in fulfilling consumer needs and preferences. The report then delves into the responsibilities and roles of marketing functions within an organization, highlighting aspects such as information gathering, marketing planning, branding, and promotion. It explores the interrelation between the marketing department and other key functions like human resources, production, finance, research and development, and sales. Furthermore, the report examines the marketing mix, including product, price, place, promotion, people, process, and physical evidence, within the context of eBay's operations. The document concludes by outlining the importance of these elements in achieving business objectives and provides a detailed marketing plan tailored to the company. This report is designed to provide valuable insights into the practical application of marketing principles within a real-world business environment.

MARKETING
ESSENTIALS

INTRODUCTION
Marketing is the process of operating the business of a company within which a company sells
and promote its goods and services within the market with the purpose of fulfilling the needs and
demands of consumers by offering products and services according their demands and taste &
preferences. It can be an activity of creating, designing, selling, purchasing, promoting and
delivering products and services as per target audiences of the organisation. It can be describe as
those components that is useful in operating and running the activities of marketing in effective
and efficient manner (Akbar and et. al., 2017). This assignment is supported by eBay Inc that is
an American international e-commerce corporation and operates its business in several nations of
the country. This organisation was established in 1995 by Pierre Omidyar and headquartered in
san Jose, California, US. Respective report will discuss about the responsibilities and roles of
marketing functions and how different functions of a company interrelate with marketing
functions. Further, will explain about that different elements of marketing mix which is essential
to accomplish objective of business. A marketing plan will also describe in appropriate and
adequate manner in context of the company.
TASK 1
P1.
There are various responsibilities and roles are various roles and responsibility which are play by
marketing function in an organisation. They are defined as below:
Gathering and analysing marketing information- this is considered as an essential role
if marketing function as it provides help to it the administration of the respective company
collect and gather information from market about consumers’ needs and wants regarding good
and work done by company. In eBay, the management of the company assemble information
regarding customer taste & preferences so that they can offer services according to them. When
they are familiar with the clients demand then they take various decisions regarding successful
marketing of its goods and services. In this way marketing play an important role to collect and
gather information so that the firm can familiar with the need of market and company can
produce goods according to them.

Marketing planning- Marketing planning is an essential function of marketing as it helps
in as well as important in order to maximizing the gross revenue, production and publicity of the
company (Baker and Magnini, 2016). In eBay, the administration of the company design and
formulate plans and policies for the marketing of the company's services and products. They
framed sales strategies to maximize the sales of the company and take decisions regarding
manufacturing of the products of the company which are provided by the company to its
prospective consumer. They make plan regarding promotional channels so that they can aware
customers with their services.
Branding- It is the process, procedure and activity of proving a brand name to a product
a service to make it different form its rival goods and services. In eBay the administration of the
company use various techniques or tools that is related to branding of its good and services so
that consumers are well aware with it and familiar with its products and services which are
offering by it to them (Brychkov and Domegan, 2017). This company operate its business as e-
commerce so it provides various services within it or by using the brand of it to its customers. So
that those goods and services are known by the firm with the brand name of thus company.
Because eBay is well known people and it led to maximizing the income of the organisation. In
eBay, the marketing function of the company is responsible to frame the policies and striates for
the branding of the company so that it can attain its success and set business concern objectives.
Promotion- It is an activity and process of providing knowledge regarding manufactured
goods and services of the respective organisation organization by using different promotional
tools and channels. In eBay, this component of marketing plays an essential and crucial role in
creating awareness about the product manufactured by company as well as services offered by
the respective company in order to increase sales as well as target audiences. So that they are
familiar with the goods and services which are offered by it. For this marketing function of the
company needs to use various pronominal tools and techniques such as internet, social media,
web advertisement and others because now these people are using internet and social media high
level. This will help in maximizing the sales of the company by creating awareness about
services of firm which is help in maximizing the productivity and profitability of the
organisation. In eBay marketing function play and essential role to promote the goods and
services of the organisation.

P2.
There are different role and responsibilities followed by marketing function in order to achieves
goals and objective of respective company. These roles are used in wider context of organisation.
The major roles of marketing function of respective company include analysing and identifying
needs and wants of customers from the market and analyse so that the firm can fulfil the needs of
markets by manufacturing goods and services according to it (Campbell, Martin and Fabos,
2018). To meet the market demands and requirement, marketing function is interrelate to various
functions of the company. The interrelation among different functions of the company with
marketing department is as follows and defined beneath:’
Marketing with Human resource- Marketing department of eBay interrelate with HR
department for various purposes. Marketing is all about branding and communicate to the
customers regarding the business of the firm. Marketing and human resource both departments
are relate to each other. Because when the marketing function required employees to fill the
vacant positions of this department within the firm (Dessain, 2016). Then, HR department help
in identifying skilled and qualified candidates for required job roles. The HR manager of the
company organised recruitment and selection process so that they can hire knowledgeable and
skilled applicant to fill the vacant posts. Whereas marketing function is relate to HR, when this
department provide notification to provide information regarding vacant positions then they use
promotional channels and tools of marketing. So that they can provide information to candidates
who search information regarding it. In such manner both are interrelate to each other and play
an important role in the growth of the firm.
Marketing with production- Marketing is related production function and take help in
different manner. Because marketing is the process of producing, selling, promoting and offering
goods and services to the target audiences of the company. In eBay marketing department
manufacture goods and services with the help of production department. Marketing function
conduct its production of products and services with the help of production department and
manufacturing services to fulfil the demands of its potential customers. Marketing and
production both are important function to the company. Because when the management of the
company design and set sales target then production department help in accomplishing that goal

by manufacturing goods and services. So that the firm can achieve its set and designed
objectives.
Marketing with finance- In eBay finance function play an essential role in operating
various activities of marketing. So, both departments interrelate effectively to each other.
Finance department provide fund to marketing function to purchase and buy raw material so that
they can manufacturing commodities as per taste and preferences so that customer can satisfy
their needs and demands. They provide fund to it for the promotion of the goods by using
different promotional channels like social media, internet, Facebook, Instagram, Twitter, web
advertisement and others (Dioko, 2016)(Eng, 2017). With the help of it they can aware consumer
with the goods and services which are manufactured by the firm. Finance function plays an
essential role by maintain the proper information about the cost and fund which is invested by
marketing function in running and operating activities.
Marketing with research and development- Research and development basically
responsible to conduct investigation and collected and gathered information regarding the
customer needs and demands so that market department aware with their taste and preferences
and work in the direction of fulfilling their needs (Faßmann and Moss, 2016). Marketing and
R&D both are concentrating on understanding and acting on target audience’s needs, for this
they are interrelating to each other. R&D quantifies the value of their work which is beneficial
for the consumers and customers. It plays an important role in searching information about the
customer needs and demands or requirements of markets.
Marketing and sales- Marketing and sales department both are interrelated with each
other’s. Marketing function provide information regarding customers requirement to sales
department and this department sell goods to customers. In eBay staff of sales function deal with
customers and offer goods and services according to consumers’ needs and demands. This
function is play an important role and help in achieving the set target regarding the sales of the
company. Marketing department is also interrelating to sales. To maximise the sales of the
company, this function design attractive advertisement whether in print, broadcast or digital so
that customer aware with the product and attracted by ads. This department create ads which are
emotionally connecting the feelings of the products and they get attention on services of the
company which help in maximizing the sales of the firm.

From the above information, it can be analysed that marketing is an essential function for the
company and play an important role in the growth of the firm (Griffitts, 2015). There are various
functions of a company and marketing function is interrelated with them and they all play an
significant role in growth and success of the organisation.
TASK 2
P3.
Marketing mix is obsessed with various areas which are running for several set of activities and
plan of action which are utilised the company for the promotion of the products and services of a
company. In context of eBay, marketing mix is a process of putting right products and services
of the company at right place in right time. So that consumer can easily find them with the
purpose of fulfilling their needs and demands by them. There are 7Ps of marketing, they are
defined as below:
Product- It indicates to a good which is manufactured by the company to convert raw
material in to finished goods (Griffitts, 2016). It produced by the company to fulfil and satisfied
the needs and demands of the target audiences of the company.
Price- It refers to the value and cost which is used by the company in the production of
the goods and services. It can be the value of the goods and services which are set by the
company for the sales of products and services to its potential consumers.
Place- It mention to distribution channels which are used by the administration of the
company for selling and delivering its products and services to its clients. There are various
modes and way used by the firm to place its products such as online, e-commerce sites and
others.
Promotion- It refer to the process of creating awareness about the products and services
so that the target audiences of the company familiar with the goods and services which are
manufacturing by the company.
People- It indicates to employees, workers and labour who make their contribution and
participation in producing or manufacturing products and services of a particular firm. People
can be customers and consumers of the company who ready to purchase the goods and services
of the firm with the motive of provide satisfaction to the needs.

Process- It refers to production process through which the management of the company
produces products and services as per their client’s requirements. In consist distribution process
under which the administration of the company delivers its goods and services to its target
audiences.
Physical evidence- It mention to the outer or external condition of the products that how
a product is looking from its outside (Lane, 2016). It can be packaging, shape, design, size and
colour of the products.
For effective understanding of ways of comparison within which several company can
implement the marketing mix is defined with the assist of taking two organisations who are
running their business in same sector. So, the two companies are eBay and Amazon and both are
e-commerce companies. The comparison between these organisations are defined as beneath:
Marketing Mix eBay Amazon
Product The products and services
which are offered by this
company are electronic,
fashion, beauty, accessories,
health, motors, sports, home
appliances, gardening
products, collectibles and
others.
Amazon provide cosmetics,
fashion, healthcare, home
product, media content,
electronic items, books,
amazon web series and others
to its target audiences (Larson
and Draper, 2015).
Price The company has different
customers and they belong
from different group so the
firm utilise low pricing
strategy that is based upon
frequent market price. The
management of the company
also use dynamic and flexible
pricing strategies regarding its
The management of Amazon
prefer competitive pricing
strategy because it has number
of customers and always ready
to offer products to its
potential customers at more
competitive prices in
comparison to other firms.

products and services.
Place This organisation operates its
business sin more than 30
nations of the world. The
management of the firm use
different operating systems
and websites to run its
business in several
geographical locations.
Amazon run its business in 11
countries Canada, North
America, Germany, Mexico,
United Kingdom and others of
the world with the help of its
products and services
(Malhotra, 2015).
Promotion It is a way to promote the
products and services of the
company so that consumer
familiar with the goods and
services. For this, the
management of eBay promote
its products and services
online advertisements,
television, print media and
others.
In Amazon, the administration
of the firm uses social media,
internet, Facebook, Instagram,
Twitter, Television, radio,
Newspaper, web
advertisement, billboards and
others for the promotion of the
products and services which
are offered by it (Okumus and
Cetin, 2018).
Process It consists in a normal process
under which seller is needed to
upload a image of the product
and a buyer is select similar. It
can be the distribution process
of the products. In this
company, the management of
the company use online
delivery process.
In Amazon the administration
of the c0omapny is also use
online delivery process which
is very unanalysable and casual
procedure. The purchaser
places the order and make
payment through online mode
then select cash on delivery
option. Th organisation accept
the order and deliver the
product to its target audiences.

People It refers to the employees and
customers of the organisation.
In eBay, there are 12600
employees who are making
their contribution in running
the business operations and
activities of the company.
In amazon, there are 647,500
employees are working in the
company globally and make
their participation in operating
the business activities and
actions of the firm (Perreault,
2018).
Physical evidence It has physical evidence in the
form of eBay satisfaction
centres which assists in
attaining, inspecting, storing
and shipping the goods and
services. The design of the
website is also attractive and
the packing of the goods dan
services are good which can
attract customers.
Amazon use effective and
attractive packaging of
different colours which attract
customers. The web site of the
company is also adequate
because it contains various
information about the products
and services of the firm (Perry
and Pyatt, 2015).
This marketing-mix is effective for the company because it helps in attaining the business
objective of the company in effective and appropriate manner.
TASK 3
P4.
Executive summery
Marketing plan is an activity which consider all the action, activities and operations
which are operated and performed by the company and administration during the time of
manufacturing and producing goods and services. In this task a marketing plan will discuss
which consist various things and actions like SWOT analysis, setting objectives, vision, mission
and formulating strategies. Marketing budget is also form to monitor the production of the new
product & service and tactics will explain to overcome short term issues.

Marketing plan
A marketing plan is a document which contains various actions and activities which are
occurred by marketing function reading a company for the production and manufacturing of the
goods and services. It can be written document which outlines several plans of action and
manner in which an organisation can be achieved its set objectives and aims. It is beneficial to
the company because with the help of the administration of the company can set its vision,
mission, business objectives of the company so that the firm can accomplish its designed goals in
appropriate manner. This plan can be structured to eBay to launch a new mobile application
“eBay Meal” which is developed by the management for food delivery. The marketing plan in
context of it is as following:
SOSTAC model
This concept is formed by P.R. Smith so that wider section of business companies can make
business plans and plan of action for the organisation. In eBay this model can be implement by
the management of the firm during the time of making concentration on ameliorate the
individualistic transmission, strategies associate to the digital marketing and creating an overall
marketing plan for the firm (Pike, 2015). This concept can be utilise in eBay in the following
way:
Situation- In it, the adequate situation analysis of the companies take place. For this internal and
external business atmosphere of the organisation is considered. For this management of the
company can conduct SWOT analysis which is as follows:
SOWT analysis-It is a strategic tool and techniques which is used by companies to
monitor the internal and external factors of the firm which create impact upon business of the
firm (Puddle, 2015). It can be a process and activity of determining the strengths, weaknesses,
opportunities and threats of the firm. SOWT analysis of eBay is mentioned as below:
Strengths Weaknesses

 eBay is a leading online sale and e-
commerce brand and offer its services
to almost 97 million target audiences.
 It has a strong presence in global
market and operates its business in
various nations of the world.
 Websites of this firm offer a limited
sensory experience to consumers during
the time of their virtual shopping.
 Technical issues can affect the business
of the company at a high level.
Opportunities Threats
 The respective company can gain
growth opportunity by expanding its
business at different international
geographical locations such as India
and China.
 By using mobile technology, it can also
maximize the customer base and sales
of the firm.
 This company operate its business
internationally so change in government
plans and policies affect the business of
the firm.
 There are number of competitors like
Amazon and others in the market and
they offer various substitute products
which affect the business of this
organisation (Purvis, 2015).
Objectives- It refers to the goals which are developed and established by the management of the
company so that the firm make growth and development in its business. The objectives which
developed by eBay regarding food application are defined as below:
 To maximize the sales of the company by 15% within 3 years with the help of offering
quality services.
 To increase the profitability of the firm up to 10% within 2 years by providing
satisfaction to customers.
 To maximize the 5% customer base within upcoming year by offering quality services as
per their requirement.
Mission- The mission statement of the organisation is to germinate international market which
permits individuals so that they can sold anything here (Uncles, 2018).