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R/508/0486 Unit 2 –Marketing Essentials Regent College

Introduction

In order to define market essentials, it is necessary to understand that marketing is an essential tool in every organisation. It includes different factors of a business such as demand, supply chain, preferences, needs and satisfaction level of customer, etc. Strategies of market planning vary upon the organisational structure. Customers also affect the strategies of market planning in a strong manner. There are different roles and responsibilities of a marketing department. To achieve the objectives of national express company, it is necessary to identify the environment of market. Environment includes micro and macro environment both. Main responsibility of marketing department is to satisfy the customer's need by providing them a right product on a right time and on a right place. Marketing department interrelate with all other departments in an organisation because no strategy can be implement without communicate with other departments. Main interrelation between two departments is production and marketing department of national express company. There are different ways to apply marketing mix in the process of market planning. It compares the way of applying marketing mix. Interrelation with other department is necessary to achieve better productivity and outcomes. Furthermore, there are different tactics which is used in organisation to evaluate business objectives (Armstrong, G. and et.al., 2014.).

Part 1

P1 Roles and responsibilities of marketing function

Roles and responsibilities of marketing department in the transportation industries are very wide and vital. They help the business in promoting and developing the plan. Roles are as follows:

  • Conducting research of market
  • Developing internal communication in the organisation
  • To evaluate the best social media for developing a plan
  • Select the agencies and manage them
  • Develop promotional materials
  • Conducting campaign
  • Define the brand in to market

To define and manage the brand of a company id the function of marketing department. Market department helps in to identify the sources and promotion as well. It involves market research, development process, sale, promotion, customer service and product plan (Burns, Bush, and Sinha, 2014). There are various responsibilities of marketing function of national express which are responsible for the growth of an organisation. Marketing functions includes:

  • Buying
  • Selling
  • Storing
  • Transporting
  • Standardization
  • Grading
  • Financing
  • Risk taking
  • Market information

These marketing functions have different roles and responsibilities. Market department should conduct the campaign management to focus on the sales cycle. It should promote and describe the products and services. Marketing department is responsible to create website and ensure that the website of its company comes first (Burns, Bush, and Sinha, 2014). It should be keep the eye on social media as well. Responsibilities of market functions as:

  • To make strategy
  • Market researches
  • Product development
  • Communications
  • Sales support
  • Events

Making a strategy is a key responsibility of marketing department. This process must be done before planning of campaigns. Strategy can be built for further activities like to grow the marketing share. Market research is the second responsibility of marketing department. Market research done to find about the target market. It also can help the business to identify the strengths and opportunities. Customer's need and preferences are the essential component in the market research. Through market research, a company will be able to find out the competitors and protect its company form them. To find out the gap between the scale of economy and the range of its product, product development provide help. Marketing department work with internal and external department of product development. With the helping of market research, marketing department get all the knowledge and information about the customer need and preferences then it communicates with the internal part of product development and provide them, all the information to make a product relating to the customer's needs(Burns, Bush, and Sinha, 2014). Product department can make changes in the existing product and improve the quality of the product respect to the information.

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