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2017

Marketing Essentials
Marketing Plan for Year Destination
[Writer]
[Institute]
[Date]
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Table of Contents
Introduction ................................................................................................................................................... 4
Task 1: Role of Marketing and Interrelations with Other Functional Units of Organisation ....................... 4
1.1. Key Roles and Responsibilities of Marketing Function for Marketing Officers and Their
Relation With Other Functional Units of Organisation ............................................................................ 4
1.2. Concept Of Marketing: Current and Prospective Trends and Elements of Marketing Process .... 6
1.2.1. Production Concept ............................................................................................................... 7
1.2.2. Product Concept .................................................................................................................... 7
1.2.3. Selling Concept ..................................................................................................................... 7
1.2.4. Marketing Concept ................................................................................................................ 7
1.2.5. Societal Marketing Concept .................................................................................................. 8
1.3. Marketing Roles and Responsibilities with respect to Marketing Environment ........................... 8
1.3.1. Market Strategies .................................................................................................................. 8
1.3.2. Marketing Information System (MIS) .................................................................................. 8
1.3.3. Monitoring of Marketing Environment ................................................................................. 8
1.3.4. Marketing Research .............................................................................................................. 9
1.3.5. Market Segmentation ............................................................................................................ 9
1.3.6. Brand Equity ......................................................................................................................... 9
1.4. Major Elements of Marketing Functions and Interrelations With the Organisation’s Other
Functional Units ........................................................................................................................................ 9
1.4.1. Research .............................................................................................................................. 10
1.4.2. Strategy ............................................................................................................................... 10
1.4.3. Planning .............................................................................................................................. 10
1.4.4. Tactics ................................................................................................................................. 11
Task 2: Ways in which Organisations Use Marketing Mix (7Ps) Elements to Achieve Business Objectives
.................................................................................................................................................................... 12
2.1. Comparison of Application of Marketing Mix in Marketing Planning Process in Different
Organisations .......................................................................................................................................... 12
2.2. Comparison: Your Destination’s and National Express’s Approaches to Apply the Marking Mix 13
2.2.1. Product ...................................................................................................................................... 13
2.2.2. Price .......................................................................................................................................... 14
2.2.3. Place .......................................................................................................................................... 14
2.2.4. Promotion .................................................................................................................................. 15
2.2.5. Process ...................................................................................................................................... 15
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2.2.6. People........................................................................................................................................ 15
2.2.7. Physical Evidence ..................................................................................................................... 16
2.3. Basic Marketing Plan for Nationwide Expansion ............................................................................ 16
2.3.1. Mission...................................................................................................................................... 16
2.3.2. Marketing and Financial Objectives ......................................................................................... 16
2.3.3. Target Market and Positioning .................................................................................................. 17
2.3.3. Marketing Mix Followed by the Marketing Officers ................................................................ 17
2.3.4. Marketing Research Carried Out by Marketing Officers .......................................................... 18
Conclusion .................................................................................................................................................. 18
References ................................................................................................................................................... 19
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Marketing Essentials

Marketing Plan for Year Destination

Introduction
This report is based on a case study of ‘Your Destination’, a relatively new transportation
company, which is situated at United Kingdom with operations in London and Essex. The focus
of this report is on the marketing essentials in business organisations operating in the current
globalisation era. In this report, the marketing role with the role of marketing functions and their
interrelations with the other business functions are depicted. The report also compares the
approaches how to apply marketing mix in an organisational context with the aim of achieving
organisational and business goals. In addition, this also develops and evaluates the marketing
plan for ‘Your Destination’ to expand its business nation-wide by establishing branches in
Manchester, Newcastle, Glasgow and Aberdeen. One of the main objectives of this company is
to be capable of competing strongly with the market leader ‘National Express’.

Task 1: Explain the Role of Marketing and How It Interrelates With Other Functional Units of an
Organisation

1.1. Explain the Key Duties and Responsibilities for the Marketing Officers and a Proposed
Structure and Operations of the Marketing Department

Marketing functions refer to the roles played by the business organisation’s Marketing
Officers, which is helpful for organisation in identifying and sourcing potentially flourishing
products for market and for its successful promotion (Lamb, Hair and McDaniel, 2012). In
business organisations, Marketing Officers have to carry out these common functional activities
including in-depth marketing research, proper product plan, quality development process,
successful promotion, sales, finance, customer service, and much more (Lamb, Hair and
McDaniel, 2012). A variety of responsibilities of the Marketing Officers are involved in the
marketing functions, and such functional activities are used by them for the business growth. For
Marketing Officers, the marketing functions are strategy management, comprehensive marketing
research, best sales support system, product developments, an expert finance team, smooth
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distribution systems, active human resource (HR) department, and so on (Lamb, Hair and
McDaniel, 2012). Different roles of Marketing Officers are involved in these functions which are
played with the aim of promoting organisation’s growth (Wilson and Bates, 2003). Thus, there is
a crucial role of these marketing functions in Your Destination. Following image depicts a direct
and close relationship between various marketing functions with other organisational functions.

The above-mentioned interrelationship can be described as: The marketing functions


followed by the two Marketing Officers of Your Destination will be an integral part of the
organisation and for this very reason other organisation’s departments and functional units are
strongly linked with one another (Wilson and Bates, 2003). These marketing functions are very
important for Marketing Officers and they need support by the other operational departments as
well to perform in an efficient and effective manner. To devise and enact a marketing plan, Your
Destination’s two prospective Marketing Officers will require proper assistance given by the
departments of finance, HR, sales and production (Wilson and Bates, 2003). Moreover, if they
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and their marketing team wish to facilitate customers by offering a discount package, then the
marketing department needs to contact and communicate with other departments including
finance and production at the initial level. In a business organisation all the marketing functions
work separately but with one common aim of increasing the business profitability level. Thus,
the key function of marketing is profit increase and for this increasing the sales is necessary
(Wilson and Bates, 2003). To make sure this, it is necessary for the marketing team of the
company to encourage all the departments to participate simultaneously. In doing so, the
responsibility of finance department is to provide sufficient budget to the marketing department
so that marketing plan is devised and implemented properly (Wilson and Bates, 2003). On the
other hand, production department needs to communicate with logistics department with the aim
of meeting the customers’ needs by supplying product and services smoothly (Lewis and Varey,
2012). Policies relating to HR are generated as per the current market trends, sales and target
market. Consequently, all the functional departments and units of Your Destination need to
interrelate with one another, especially with marketing team, to produce an effective marketing
plan (Lewis and Varey, 2012).

1.2. Concept Of Marketing: Current and Prospective Trends and Elements of Marketing Process

There are major concepts of marketing through which the core of marketing at Your
Destination is depicted. These marketing concepts include the current and prospective trends for
a successful marketing planning. Such five integral concepts are production, product, selling,
marketing and societal (see the following image) (Sandhusen, 2008).
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1.2.1. Production Concept

The perception made by consumer is the base of this concept. Such perception reveals
that the customers are tended towards the easily available products which are in sufficient
quantity in the market and at cheap rates. Therefore, an organisation’s operational capacity needs
to pay attention to increase the rate or speed of production. (Sandhusen, 2008)

1.2.2. Product Concept

The consumers always relate and choose such organisations whose products have value
for their hard-earned money, quality as well as innovative approach. Basically, it is derived by
this concept that the customers can be retained by means of products and services which are
helpful to them. (Sandhusen, 2008)

1.2.3. Selling Concept

The modern consumers have a certain mind-set that can be attracted by means of
promotions, and the consumers incline to pay attention to the products and services which are
promoted in an aggressive manner in the market. (Sandhusen, 2008)

1.2.4. Marketing Concept

This concept details the requirement of attention to target market for their product or
service delivery. For facing and dealing successfully with the competitive market, business
organisations, such as Your Destination, need to serve customers by delivering better value of
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products and services. It is depicted by the concept that an organisation’s brand value needs to be
improved with the aim of connect with the target market successfully. Once the brand value has
been improved, the target market will automatically prefer the brand over other tough market
competition by ignoring the competitors. (Sandhusen, 2008)

1.2.5. Societal Marketing Concept

This concept of marketing reveals the main focus on needs and demands made by
customers, in order to convince them to prefer the brand over others’ competing in the
marketplace (Sandhusen, 2008).

1.3. Marketing Roles and Responsibilities with respect to Marketing Environment

The marketing management refers to a management process through which different


marketing concepts are planned and implemented (Pizam and Oh, 2013). These different
concepts are pricing, promotion, distribution, sales, etc., through which the target customers are
complimented. What the roles of marketing are, explore in the following:

1.3.1. Market Strategies

One of the key and initial roles of marketing is the development of effective marketing
strategies and planning. The organisation’s managers have a pivotal role in this context and they
need to realise the customers’ demands and needs and serve them by providing the products and
services accordingly. When an organisation comes to develop its marketing strategies, such a
development brings out equilibrium between objectives set by the organisation and market’s
opportunities. (Pizam and Oh, 2013)

1.3.2. Marketing Information System (MIS)

The MIS is very important because it provides the information about a variety of
determinants, such as product, planning, execution, and monitoring and controlling of marketing
strategies. As an instance, the information is depicted by MIS concerning the logistics on a real
time basis, through which the distribution network is assisted and work in an efficient and
effective manner. (Pizam and Oh, 2013)

1.3.3. Monitoring of Marketing Environment


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Very crucial role is involved in the marketing process which helps in identifying new
developments and changes in the environment of marketing. Such developments provide an
organisation with quite positive response and enable the company to develop products and
services. These market developments may be changing market trends and characteristics, forces
related to social and economic factors, changes of market at the internal and external levels,
changes related to political and legal environments, etc. (Pizam and Oh, 2013)

1.3.4. Marketing Research

The key role of marketing is always the in-depth marketing research, which involves
certain knowledge about the product, price and target audience, through which an organisation is
able to deliver and communicate its best products and services in the market. (Pizam and Oh,
2013)

1.3.5. Market Segmentation

The modern-day business environment has been affected, both positively and negatively,
by the factor of globalisation, thus this environment is volatile. Therefore, accurate market
segmentation is the basic need of business organisations which can be provided by the
marketing. An organisation’s marketing manager assists the business in identifying the target
audience in the large diverse marketplaces and fosters the company’s brands. (Pizam and Oh,
2013)

1.3.6. Brand Equity

The consumer always prefers those brands or the organisations which have the potential
to provide value to their money by providing quality products and services. Therefore, effective
and influential approach to marketing provides a strong reputation while building strong brand
value among the target audience. This approach and process has the strong potential to directly
assist Your Destination in increasing its sales volume. (Pizam and Oh, 2013)

1.4. Explain How the Roles and Responsibilities of Marketing will Contribute to the Wider
Organisational Objectives

Marketing functions are based on a variety of functional activities, such as promotion


through advertising, effective financial support, proper and timely distribution system, etc., and
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all these activities come under the marketing process, which will be carried out by the Marketing
Officers. Behold the following major elements of marketing functions:

1.4.1. Research

For two Marketing Officers, the role of doing comprehensive market research is pivotal
in the best interest of Your Destination and its expansion in other UK cities. Doing in-depth
research has always been considered as the highly crucial function of marketing, because a
business cannot be expanded nationwide and is impossible without a successful market research.
Comprehensive research has the strong potential to assist Your Destination in accumulating the
precious information relating to every single factor regarding business process. Besides getting
market information, other areas including logistics, finance, resources and other prospects of
business can be ensured by means of in-depth research. Therefore, research has always been
considered as the most important function of marketing. (Pizam and Oh, 2013)

1.4.2. Strategy

Along with comprehensive research, it is also very important for two Marketing Officers
to measure and evaluate the potential strengths and weakness among the business operations.
This approach will let Your Destination to reach to an idea for making strong and influential
strategies which can be employed by the marketing team. Valuable support and guidance are
provided by the strategies while enabling the transportation company to compete with its
competitors and to make sure success in the tough market environment. One of the major aspects
is that the strategies should be developed by marketing team over all the pragmatic and realistic
possibilities and outcomes which are measured by means of comprehensive research.
(Sandhusen, 2008)

1.4.3. Planning

Once a successful research and strategy procedures are completed, the planning process
is one of the next main marketing functions for Marketing Officers. The marketing department of
Your Destination will need to involve comprehensive financial planning, realistic forecasting of
sales statistics, proper and timely distribution, effective communication and other business
factors. The company’s planning department needs to use a specific timeline when it comes to
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plan the key strategies through which organisation’s goals will be converted into success. (Lewis
and Varey, 2012)

1.4.4. Tactics

Tactics are another main role of marketing function for Marketing Officers. Tactics refer
to the short-term plans which need to be enacted with the aim of appealing the target audience.
For Your Destination, tactics may be limited period offers of discount packages through which
the company would be provided with strong promotional boost in its marketing plan. This
approach is helpful in avoiding the initial pressure posed by other market players and in
improving the sales figures. (Lewis and Varey, 2012)

Now, explore the interrelation of the major marketing functions with other functional
units of the company:

The relationship of marketing functions with other functional units of business


organisations is very close and strong. For example, the close connection between the finance
department and marketing department, in which economic resources are required by the
marketing functions to plan, implement, research and evaluate marketing strategies and planning,
and its core responsibility is on the shoulders of the company’s finance department (Lamb, Hair
and McDaniel, 2012). If there is improper communication and inexpert financial team,
Marketing Officers would not be able to carry out marketing functions effectively (Wilson and
Bates, 2003). In the similar manner, the marketing functions have close association with other
departments as well (Lamb, Hair and McDaniel, 2012). To make and provide a successful
marketing plan, the marketing functions require precise and correct description of products and
services given by the production department. Besides this, these functions also require expert
human resources given by the company’s HR department, economic support from finance
department, support in the logistic area from distribution network, etc (Wilson and Bates, 2003).
It is necessary for Marketing Officers to communicate the operations of marketing and such
operations should be supported by other departments as well. As an instance, the HR policies
need to be developed with proper alignment with the marketing team because this approach helps
in increasing the sales (Lewis and Varey, 2012). Along with this, the production department is
responsible for conveying the information about the product and services, through which
Marketing Officers will be able to develop a good marketing plan. Thus, it is clear that the
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marketing functions have strong and close relations with other functional units of a company
(Lewis and Varey, 2012).

Task 2: Ways in which Organisations Use Marketing Mix (7Ps) Elements to Achieve Business
Objectives

2.1. Comparison of Application of Marketing Mix in Marketing Planning Process in Different


Organisations

Seven elements (product, price, place, promotion, people, process and physical evidence)
of the marketing mix approach are applied by the marketing team while planning marketing
strategy with the aim of achieving overall organisational and business objectives (Yelkur, 2000).
In the case of Your Destination, the company’s objectives are as follows:

Your Destination, as a relatively new transportation company currently operating in


London and Essex, and its senior management want to become a nationwide transportation
company with more branches in different cities including Manchester, Newcastle, Glasgow and
Aberdeen. For this, the company’s key objective is to be fully capable of competing successfully
with the market leader, National Express. In this regard, the company’s another objective is to
recruit two Marketing Officers who can manage the expansion plan and fulfil their roles as
mentioned earlier.

Typically, the application of marketing mix elements are based on the market
demographics, the company’s products and services, overall market size and company’s size as
well. As a marketing tool the marketing mix will assist the Marketing Officers in understanding
the product or service.

Some organisations prefer the customer-focused approach because it assists them in


evolving and making their impression in national market (Yelkur, 2000). This is because of
applying the extended marketing mix and customer-focused approach. Other organisations
spends considerable amount in their marketing process involving promotions through
advertisement, research and development but they cannot succeed, because they misunderstand
their target audience and market and do not apply the essential marketing tools when they set the
objectives and strategies (Charoenset and Wu, 2014). The marketing mix elements can and
should be applied with a strong focus on the product or service dimensions, selling place, price
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and promotional activities, and the extended elements are based on following the delivery
processes, providing customers with physical evidence and most crucially focus on people
(Charoenset and Wu, 2014).

2.2. Comparison: Your Destination’s and National Express’s Approaches to Apply the Marking
Mix

With their different organisational culture, the business organisations follow the tactics
with the aim of achieving the business goals and objectives. A relatively new and small
company, such as Your Destination, needs to apply 7P’s of marketing mix elements in its
marketing planning process, through which the company can achieve its objectives. One of its
competitors ‘National Express’ also follows this approach to achieve the goals.

2.2.1. Product

There is a variety of products provided by National Express, which are coach, train
service, regulate bus, etc (National Express, 2017). From the service point of view, there are
tangible and intangible components of the service market of a transport company. As an instance,
a company provides food and beverage on the long distance coach service that have major
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tangible characteristics, but attendant’s service is intangible. The amenities as the tangible
elements provided by National Express are the seats, racks for baggage, and bathrooms, while
the intangible elements are driver’s service and cleaners’ work (National Express, 2017).

To achieve its goals and objectives by expanding business in different UK cities,


Marketing Officers will need to make the products and services provided by Your Destination
appropriate to fulfil the needs of customers. It means that the company and its products’ main
objective will be to satisfy the people.

2.2.2. Price

There is unique pricing policy of National Express because the company follows
differentiation strategy in this area. The company do not charge heavy price from customers who
booked early, but charge comparatively high from late comers. This approach lets the company
to use the standby capacity in utmost extent and make sure minimum proportion of vacant seats.
(National Express, 2017)

It means that the Marketing Officers of Your Destination will need to make strategies that
help in providing value for money to customers or travellers. This strategy is crucial which
means that the company will have to value customers by charging economical to compete
strongly with competitors. The company needs also to introduce online booking system by
applying a ‘flotation’ pricing strategy. For this, Marketing Officers can make strategies through
which the price would be changed over time, usually every 30 minutes. This approach will help
in encouraging customers to revisit the website to get the best possible price. This approach will
also generate unanticipated marketing effect with comparatively low expense for advertising.
Moreover, the company can charge high when demand is high, such as when there is a weekend
or in holiday periods.

2.2.3. Place

A place means a sale point of a product or service. National Express has the large number
of destinations where the company operates. This mix element is one of the highly crucial factors
to ascertain an organisation’s competitiveness. As the company has vast network of destination
within UK, National Express has been successfully operating with strong market performance.
(National Express, 2017)
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For Your Destination, it is necessary to make availability of the product and services
much easier for people. In doing so, the Marketing Officers will need to make strategic plans to
establish a large network which must be located at easy and accessible location for customers.
There should be prompt delivery in the e-commerce context.

2.2.4. Promotion

The focus of National Express is on promotion by paying attention to the effective


communication between the company and the market. Promotion activities include sales
promotion, advertising, public relations and personal selling. The technological development lets
the company to facilitate up-to-the-minute information system and communications technology,
including responsive website, user-friendly online system for booking, popular search engine
results, and customer knowledge management. (Feeley, 2016)

As Your Destination is a B2C transportation firm, it needs to work by focusing on


personal selling, along with sales promotion and advertising approaches. To increase expose to
the market the company can also use traditional mass media advertising. Moreover, the company
also needs to adopt cost-effective e-marketing approach by using email and website to target
more specific customers.

2.2.5. Process

For target audience of National Express, actual procedure, mechanisms and flows of
activities are frequently exposed to more business processes compared to other traditional
manufacturers, where a customer can only reach the end product. The reason behind this is the
unique inseparability of services. As an instance, when customers are on the journey, they can
experience the transport’s service quality, being the outcome of service performance given by the
driver. (National Express, 2017)

Your Destination needs to deliver its products and services to people with a smile through
they can create a better buying experience for them. The important aspect is getting the process
right in the first place. Monitoring mechanism is also important to make sure the efficiency of
the process. Afterwards, it will satisfy customers and branding.

2.2.6. People
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Staff members working at National Express are the key resource, as they directly contact
the customer because of the inseparability of service market. Thus, it requires the staff to possess
certain degree of interpersonal techniques to directly deal with customer. It is also important to
implement effective quality control process, which may be forms for customer feedback, to make
sure these contacts are satisfactorily monitored and performed. (National Express, 2017)

Marketing Officers of Your Destination will also need to assign operational duties and
marketing responsibilities to marketing team. One of the highly crucial things here is that the
company’ HR department will need to recruit and train staff members and drivers, through which
the Marketing Officers will be able to enable the company to compete well with competitors by
making operation and marketing competent.

2.2.7. Physical Evidence

The focus of physical evidence is on the importance of the tangible components. It refers
to the environment where the interaction is made between the service organisation and the
customer. This mix element of National Express only focuses on the ticket office and drivers,
where employees interact with people. However, if a service firm is more modernised, the
physical evidence works through website where employees interact with customers. The
company is operating with a user-friendly website that makes online booking easier, which
makes customers’ experience well.

Similarly, Your Destination’s Marketing Officers will have to focus on the comfort and
user interface, thus the company’s website’s design, layout, and functionality will be important
to make sure success.

2.3. Basic Marketing Plan for Nationwide Expansion

2.3.1. Mission

The mission of Your Destination is to serve target market by providing the finest
transportation service at quite competitive price.

2.3.2. Marketing and Financial Objectives

 Compete with Competitors


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 Gradually and steadily gain in market share.


 Increase the network of repeat clients by 3% each quarter.
 Minimise costs of customer acquisition, measured by a decline in marketing costs divided
by the number of fresh customers.
 Enhance the profit margin by up to 5% each quarter.
 Minimise employee training costs every two quarters while enhancing service quality at
the same time.

2.3.3. Target Market and Positioning

The marketing/sales strategy of Your Destination will target two segmented targeted
groups, including individuals/families and business travellers.

To attract individuals and families, the company will use advertisements to increase the
brand’s visibility. For this, local newspaper with highest readership will be used to advertise on
weekly basis. The company will need to work with various transportation associations, such as
Community Transport Association (Kotecha et al., 2017) and other community groups to
develop a vast network of customers.

To attract business travellers, Your Destination will need to contact the travel department
of different firms in the target cities that have employees travelling and inform them about its
service while offering them an introductory discount. This approach would be best as companies
frequently have employees travelling throughout the year. Further, advertising approach will be
followed and ads will appear in the business related newspapers and magazines.

The company will position itself as an expert, trustworthy, transportation service with
affordable prices. The company will attain this positioning by leveraging its strong competitive
advantage, which will be an effective incentive system through which the drivers are
economically rewarded on their good performance, and when they help in developing repeat
customers.

2.3.3. Marketing Mix Followed by the Marketing Officers

The pricing model of Your Destination will be based on the rate of per-trip with a trivial
discount offered for round trip service.
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Distribution, by virtue of the service nature, will occur where ever the customer needs
this service to be.

For promotion, the company will employ a variety of activities to meet positioning and
visibility through appealing advertisements and by making strategic relationships.

An outstanding customer service as the business model is required so as to develop a


sustainable business on the basis of repeat and new customer referrals.

2.3.4. Marketing Research Carried Out by Marketing Officers

The two Marketing Officers of Your Destination will conduct a survey with the aim of
gaining knowledge about potential customers’ demands and needs. The surveys will be sent out
to travellers at the service location. The number of survey questions will be kept low through
which people would be encouraged to complete it easily. Moreover, the surveys will facilitate the
company by providing much valuable information about customers’ needs and wants. Owing to
the copious amount of information, the company will need to plan to perform more primary
research i the near future.

Conclusion
This report of marketing plan for Your Destination successfully reveals the crucial role of
two prospective Marketing Officers with regards to marketing function and its significant
interrelationship with other organisational functions and units. The seven elements of marketing
mix have been compared with the competitor’s that will help Marketing Officers in enabling the
company to achieve the business goals and objectives. By following the basic marketing plan,
Your Destination will be successful to ensure success by competing with National Express and
other market competitors.
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References
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Obtained from Domestic Low-cost Airlines. Journal of Applied Sciences, 14(1), pp.1-9.

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different view’ of a changing UK. [online] The Drum. Available at:
http://www.thedrum.com/news/2016/03/07/national-express-launches-tv-campaign-
encouraging-travelers-take-different-view [Accessed 4 Oct. 2017].

Kotecha, M., Davies, M., Miscampbell, G., Barnard, M. and Hughes, S., 2017. What works:
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Pizam, A. and Oh, H., 2013. Handbook of hospitality marketing management. New York:
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Sandhusen, R., 2008. Marketing. Hauppauge, NY: Barron's Educational Series.

Wilson, P. and Bates, S., 2003. The essential guide to managing small business growth.
Chichester: Wiley.

Yelkur, R., 2000. Customer Satisfaction and the Services Marketing Mix. Journal of
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