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Business-to-Business Marketing Assignment (B2B)

   

Added on  2020-10-23

12 Pages3699 Words106 Views
Business-to-Business andServices Marketing
Business-to-Business Marketing Assignment (B2B)_1
Table of ContentsINTRODUCTION...........................................................................................................................11. Size and structure of Travel and Tourism within UK Economy and its contribution........12. Service Marketing..............................................................................................................24.Set out a critical evaluation of how it structures and operates its marketing strategy andmarketing mix in both its b2b and b2c operations ................................................................45. apply the GAPS model.......................................................................................................56.deployment of CRM to achieve customer engagement and retention.................................67.conclusion on how successful the organisation is and set out some justifiedrecommendations to improve its marketing operation...........................................................7CONCLUSION................................................................................................................................7REFERENCES................................................................................................................................9
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INTRODUCTIONService Marketing plays an effective role in the market and is considered as verydifferent as compared to marketing which is done for the product. The services are the intangibleofferings which are provided by the companies to customers in order to satisfy theirrequirements. Marketing of services includes the concepts which are based on product, price,place, promotion , processes , physical evidences and people. For maintaining the quality of theservices a company must be completely concerned with the aspects of consistency and itshomogeneity while providing it to consumers. Therefore the following reports includes theconcept if service marketing and size and structure of the service sector of the UK economy.Also B2B and B2C has been described along with their importance in the market place. Theimportance of GAP model has been provided along with its relevancy in the MarriottInternational Hotel group (Ghuman and Mann, 2017). Along with that the factors which arerelated to GAP model has been referenced and has determined the problems and gaps whichmostly occurs in the Marriott International and has created various problems which has to beeffectively solved.1. Size and structure of Travel and Tourism within UK Economy and its contributionTravel and tourism is the fastest growing industry of the world and it also strengthens theeconomy of country and according to survey it is found that UK is eight biggest touristdestinations that attract most of the visitors that is why size of travel and tourism sector is sowide in UK economy. There is direct contribution of travel and tourism to the GDP. In 2016, theGDP was GBP66.3bn (USD89.8 bn) which is around 3.4 per cent of total GDP in 2016 becausethe size of this industry is wide so contribution towards economy is also higher. The primaryeconomic activity generated by industry such as hotels, travel agent, airlines are the examplewho directly contributed and supported by tourism. And it is expected to grow by 2.2 percent by2027 (Blanke and Chiesa, 2013).The contribution in investment, the supply of chain and inducedincome impact was GBP 209.0bn in 2016 and it may be grow by 2.2 percent in next years.United Kingdoms is in number 6th who contribute direct to the GDP.Travel and tourism also help in generating direct employment around 1,589,500 jobs areprovided to the people in 2016 that may be grow by 2 percent in 2017 and 4.7 percent of totalemployment is depended on tourism sector (Tussyadiah and Sigala, 2018). This employmentincludes hotels, agents, airlines and other passengers' transportation service excluding computer1
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services. By 2027, it is forecasts that travel and tourism sector 1,808,000 jobs directly that isincrease in 11 percent in recent ten years which is the biggest data in all over the world andaccording to data available United Kingdom ranked 11th with 4081.9000 jobs in 2016. Accordingto the data available there is continuous growth in the economy of UK and in 2027 it is expectedthat it will be number 1 tourist destination with the highest economy from all over the world.The visitor exports are a key component of the direct contribution of travel and tourism.From 2007 to 2017 there is sudden increment in visitors exports and investment but now thecountry expected to attract 36,888,000 international tourist arrivals. And in 2027, internationaltourist arrivals are forecast to total 54,389,000 which is increase of 3.8 percent per annum. TUI istravel agency which is also helpful in the contribution of United Kingdom's economy. It isexpected to have attracted capital investment of GBP15.6bn in 2016 and expected rise by 1percent more in two to three years and rise by 2.7 percent per annum over next ten years. Traveland tourism's share of total national investment will fall from 4.9 percent in 2017 to 4.7 percentin 2027 (Mahrous and Hassan, 2017). The overall GDP of United Kingdom is affected by thisservice sector and from above data it is also concluded that economy of UK is increases everyyear and percentage of whole economy will be increased in next ten years.2. Service MarketingService marketing is a broad category of marketing strategies which is based on buildingrelationship and value with the customers in the target market. It is different from the marketinggoods as they are unique characteristics of services which includes namely, intangibility,heterogeneity, and inseparability. It focuses mainly on selling organization's goods and servicesto their customers in effective manner. Any method which can be used to communicate aservice's appeal and benefits to customers is considered as a valid approach, which includesinformational content, promotional offers, advertisements, and many more (Huotari, K. andHamari, J. 2017).There are various factors which help the organization's service marketing in the servicesector. Organization which provides services to their customers uses this technique to increasetheir services. Also, organizations that provide services to other companies will apply thesemarketing techniques in their system which is an important aspect in Business to businessmarketing.2
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