Marketing Essentials for Travel and Tourism

This presentation explores the key roles and responsibilities of marketing in the travel and tourism industry. It discusses the interrelationship of marketing with other functional units and analyzes the significance and elements of marketing functions. The presentation provides insights into the importance of marketing in achieving growth and success for the development of marketing plans.

MARKETING ESSENTIALS
FOR TRAVEL AND
TOURISM

• Introduction
• Key roles and responsibilities of marketing function
• Analysis of roles and responsibilities
• Explanation and interrelationship of marketing and other functional units
• Analyze the significance
• Critically analyze the elements of marketing functions
• Conclusion
• References
Table of content

Marketing is an important function in an organization as it carry
exchange of goods and services. To conduct marketing,
communication plays an important role because it guide people to
perform things in right manner by right people. This report is
exploring unique points which are concerned with different activities
of market which undertake the offering process which is termed as
marketing. There are many departments which are available in
company and also perform various tasks to achieve goals and
objectives.
Introduction

Marketing
It is an activity which is performed by many organizations for introducing and promoting their
product into market and it is performed with the purpose of earning profits and revenues. It also
defined as an action which is undertakes by organizations for seeking attention of customers towards
the goods and services and also maintain good and long term relationships. This function is helpful in
connecting the past and present customers with the performance of future. To develop effective band
suitable marketing plans company need to determine the current trends of present and future.
Key roles and responsibilities of marketing
function

Marketing Concept
Concept of marketing is classified into five parts which shows the main concept of marketing.
These concepts include current and future trends and to develop a successful marketing plans few
elements are as follows:
Production: This concept is relies on the expectations of customers as because of this, they are
attracted towards the offerings which are available in market in healthy quantity and appropriate
amount. For this, company need to increase the capacity of its production.
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Product: It defines that people brought those products which are valuable for money, unique and also of good quality. This
concept states that customers can be retained if products are unique and provided for the benefits of customers.
Selling: It defines that customers are attracted towards purchasing those things which are good for them and highly promoted
in market.
Marketing: This concept defines the need of company for launch and promotion of goods in front of public and specifically for
target market to deliver their products to respective customers.
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Roles of marketing functions
Market research: It defines that determination and analysis of market and its conditions. TUI is a travel and tourism
company which acquire huge market area and also provide its services to various sections of society. So, the main
function of marketing is to conduct research and determine the market area. For this, company need to determine the
market trends, needs of customers and their buying behavior to understand and develop effective market plan to attract
large number of customer base.
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Strategic planning: When market is determined then company will develop strategic plans which is performed by marketing
team with the purpose of promoting products and services. In relation with TUI, its marketing team will develop
advertising and promotional plans to retain their customers for longer period of time.
Monitoring market environment: Plans are developed and implemented by an organisation and suitable actions are taken to
execute those plans and then plans and strategies are monitored and controlled. This activity is also performed by
marketing team to gain knowledge regarding the efficiency and effectiveness of promotional plans and to make any sort of
changes it is required to improve the existing plans.
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Responsibilities of marketing functions
Monitoring competition: TUI is the largest travel and tourism company in Europe and also provide its services at high level
to achieve huge customer base. In present times, company has huge number of competitors and for this, they need to
monitor them in order to achieve competitive position in market place. For this, marketing team is responsible for
organizing the market research and monitoring their competitors which are present in business environment. So, company
need to develop some good practices to compete with their competitors as it helps in achieving competitive edge.
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Innovate: It is an important aspect which seeks attention of customers towards the product, TUI is the leading travel and
tourism brand so its potential customers expect so much from company and it becomes the responsibility of marketing
department to fulfil those expectations by developing innovative services to promote its company and offering in front of
targeted market.
Communicate with other departments: To develop desirable products, the marketing team of TUI maintain healthy
communication with customers and other departments because each department is interlinked. For this, marketing unit
develop promotional plans which should be communicated to sales executive to guide and develop selling strategies.
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Marketing functions perform various functions and roles to promote and advertise their goods and services in market area. For
this, marketing department hold some duties and responsibilities to make company more effective. So, different roles and
responsibilities are performed by marketers before introducing their product in market and the size, scope and nature is
influence by the marketing environment. In addition to this, marketing concept is defined which is classified under five key
elements which influences the plans and strategies of marketing. Business environment is dynamic in nature and it require
suitable determination and research of market which is organized by marketing department to analyze current trends.
Analysis of roles and responsibilities

TUI is the multinational company which operates its functions in various locations and also highlight that company need to
develop strong marketing plans for its operations. The marketing plans need to be effective by which team perform various
roles and responsibilities. For this, these actions are interrelated with other departments of an organization which exist in TUI.
The interlinking of duties and responsibilities are developed to achieve suitable goals and objectives and tom achieve desired
position. The interrelationship of these departments are as follows:
Explanation and interrelationship of marketing and
other functional units

Marketing and Human resource department: Both the departments plays an important role within an organization as HR
department is responsible for hiring and recruiting candidates in an organization and also develop pool of candidates to hire
most suitable and talented candidate. In relation with this, employees of each and every organization are very important
because they are the execution agent of each plans and strategies which are developed by company.
Marketing and Finance department: Money is the another important feature and by considering it company need to perform
its activities in suitable manner. For each and every small action which company take regarding money and budget, finance
department plays an important role to maintain accounts, set budgets and also regarding investment and financial management.
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The interrelationship of various departments of marketing function is essential for the functioning and running of an
organization TUI need to develop continuous and suitable marketing strategies to achieve its desired outcomes. For this, it is
required that they need suitable finance which is provided by finance department and on the other hand, if marketing team
needs any candidate then they will inform about their requirement to HR department. Marketing team conduct market research
and also develop unique plans for advertising and promoting their products to attract more and more customers. Therefore, to
perform their duties and responsibilities both departments must have cooperation and coordination among them for effective
running of an organization.
Analyze the significance

Marketing department of TUI perform unique functions which commences from conducting market research for launching and
introducing their products and for this, they develop suitable promotional strategies, monitor market, develop communication
channels and many more. These activities are concerned with one or more functional units like organizing market research for
this, two sources are required internal and external, internal sources are those who have close relations with customers such as
sales and customer service department. They also develop effective communication channels to have proper communication
with their customers as it is helpful in order to seek suitable information and also get suitable data which helps them in
attaining desired objectives.
Critically analyze the elements of marketing
functions

From this PowerPoint Presentation,it is concluded that market plays an important role in achieving growth and success for
development of marketing plan. This report is based on the important tools and techniques used and also describe the concept
of marketing. It is an effective and important process of promoting the products and services of company.
Conclusion

Robinson, P and et. al., 2016. Operations management in the travel industry. Cabi.
Mahrous, A.A. and Hassan, S.S., 2017. Achieving superior customer experience: An
investigation of multichannel choices in the travel and tourism industry of an
emerging market. Journal of Travel Research. 56(8). pp.1049-1064.
References

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