Assignment on Marketing In Hospitality (Pdf)
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Added on 2020-10-23
Assignment on Marketing In Hospitality (Pdf)
Added on 2020-10-23
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Marketing in hospitality
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Concepts of marketing......................................................................................................11.2 Assess the impact of the marketing environment ............................................................21.3 Evaluate the relevance of consumer markets...................................................................21.4 Discuss the rationale for developing different market segments......................................3TASK 2............................................................................................................................................32.1 Assess the importance of the components of marketing mix ..........................................32.2 Analyses pricing strategies and policies...........................................................................4TASK 3............................................................................................................................................53.1 Evaluate the role of the promotional mix.........................................................................53.2 Plan an advertising campaign...........................................................................................63.3 Analyses the role that sales promotion and public relations............................................6TASK 4............................................................................................................................................74.1 Discuss the relevance of market research ........................................................................74.3 Analyses the suitability of different media for marketing................................................84.4 Evaluate the implementation of the marketing plan.........................................................8CONCLUSION ...............................................................................................................................9REFERENCES .............................................................................................................................10
INTRODUCTIONIn this report explain that marketing concept of Thomas cook, various factors affectingthe marketing environment, importance of consumer market, evaluating the marketingsegmentation of the industry. Assessing the marketing mix components importance, analysingand implementing the policies and procedures of pricing strategies, evaluate the role ofpromotional mix and planning the advertising campaign. TASK 11.1 Concepts of marketingMarketing is the concept of buying and selling of goods and services for the customers.In Tomas cook, marketing is the concept of completion of customers needs and wants. It is toanalysis of customers needs and wants in Thomas cook. The concept is to making the decisionon the behalf of needs and wants of the customers. Marketing concept is to defined throughsome concept: Production conceptProduction concept is including in the marketing concept. The concept is issues which isrelated to the production and manufacturing process of goods (Bowie and et.al., 2016). In themanufacturing process, goods are available which are fulfilment of customers needs and wants. Product conceptProduct concept is includes that produce those goods which are customer wants.Customer wants in better quality and quantity in available products. Products is related to thegoods which is available for customer needs and wants (Cook, Hsu and Marqua, 2014) .Products concept is to defined and identify the what is demand of the customers so thatproduction of the goods according to the customers demand. Selling concept Selling concept is the concept of products selling and promoting. After the production ofthe goods it is difficult to decided that how to sell and promote of the goods so that consumerwill buy the products (Kandampully, Zhang and Bilgihan, 2015). Marketing concept1
Marketing concept includes production , products and selling concepts. Marketingconcept is the focusses on the customers needs and wants (Liew, 2014). Marketing concept isalso focused on target customers and brand image of products. 1.2 Assess the impact of the marketing environment Marketing environment consist of two factors micro factors and macro factors. Thesefactors affecting the environment of the marketing. In micro environment including the factorswhich is affected of the customers, dealers, competitors and public in Thomas cook. In macroenvironment includes the factors which is affected of political, economy, social andtechnological in Thomas cook (Pappas, 2015). Micro and macro factors are affecting thedecision making related to marketing. These factors affecting the production and selling of theproducts in the market. Micro and macro environment includes in internal and externalenvironment of the marketing. These environment influences of the making the strategies relatedto marketing. In micro environment suppliers may affected for the suppliers of goods, customeraffected for the completion of needs and wants, competitors may affected of the competition inmicro environment. In the macro environment political factors includes government rule, lawsand regulation related to marketing strategies, economy factors includes interest rates, taxes,inflation and government funding related to marketing strategies, social factors includes lifestyle,tastes and preferences of the customers. Macro environments factors are affecting the buyingbehaviour of the customers in Thomas cook (Perera and Perera 2018). 1.3 Evaluate the relevance of consumer marketsIn the Thomas cook, evaluating the consumer's behavior, it is easy to find out the whatcustomer needs and wants. Thomas cook is the travel group which is provided travel and tourismservices to their customers. Customers behavior means customer needs and wants in Thomas cook. .Consumer behavior includes some social factors like consumers taste and preferences, entering thecompetitors against the Thomas cook, etc. factors are affected (Tsai, Dev and Chintagunta, 2015).New policies and strategies related to travel and tourism sectors is also affected the consumerbehavior and consumer decision making. Thomas cook's customers are very loyal and satisfied withthe services which they are providing. Consumers are follows and adopt the new policies andstrategies related to travel and tourism services in Thomas cook. Thomas cook is to adopting the newstrategies and policies in the industry which is fulfillment and satisfaction of the customer needs andwants. Thomas cook may be affected with their competitor because their competitors are introduced2
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