Importance of Marketing Tools for Success

This assignment examines the crucial role of marketing tools in achieving business success. It highlights the need for employing a diverse range of marketing techniques to attract and satisfy customers, leading to increased profitability. The report stresses the importance of modern and customer-centric marketing strategies for positive business outcomes.

Marketing in Travel and
Tourism

Table of Contents
INTRODUCTION................................................................................................................................3
TASK 1.................................................................................................................................................3
1.1 Discuss the core concepts of marketing for the travel and tourism sector.................................3
1.2. How marketing environment affects the individual travel and tourism businesses and tourist
destinations?.....................................................................................................................................4
1.3. Factors that are responsible for affecting customer motivation and demand in travel and
tourism.............................................................................................................................................4
1.4. Tell the principles of market segmentation and it's uses in marketing planning......................5
TASK 2.................................................................................................................................................6
2.1. Analyse the importance of strategic marketing planning for a selected travel and tourism
business or tourist destination ?.......................................................................................................6
2.2 Discuss the relevance of marketing research and market information to managers in the travel
and tourism sector?..........................................................................................................................6
2.3 Assess the influence of marketing on society?..........................................................................7
3.1 Discuss various issues in the product, price and place elements of the marketing mix in
reference to travel and tourism?.......................................................................................................8
3.2 Assess the importance of service sector mix elements to the travel and tourism sector?.........8
3.3 Use the concept of the total tourism product to an individual tourism business or tourist
destination?......................................................................................................................................9
TASK 4...............................................................................................................................................10
4.1 Assess the integrated nature and role of the promotional mix ?..............................................10
4.2 Plan and justify an integrated promotional campaign for a travel and tourism business or
destination ?...................................................................................................................................10
CONCLUSION...................................................................................................................................11
REFERENCES...................................................................................................................................12

INTRODUCTION
THOMAS COOK is a travel and tourism company which is situated in UK. This company
mainly deals with organising touring trips all over the world. It provides services which can be used
to go around the world. The company provides trips to countries such as US,Singapore,China,India
etc. Most of the people have dreams to travel and see the world because it is an exceptional feeling
to go around the world. If we see closely there are around 600 million people travelling in a year
and this a good number (Harrill, 2004). It makes tourism sector the world's largest industry. The
tourism provides a large number of employment not only to this sector but other sectors also like
handicraft,poultry,agriculture etc. THOMAS COOK takes care of it's customers very well. It uses
various schemes to attract the customers and to retain them with the company. It gives customers a
very good facility and a memorable time of their life,keeping their dreams lively.
TASK 1
1.1 Discuss the core concepts of marketing for the travel and tourism sector.
For understanding the trends and utilising the positive impact the centralised argument for
the success in the future of tourism has to be understood. Strategies has to be used here for
determining the goals and achieving them.
Core concepts may include – needs of the customer ,their wants,changing emphasis of travel and
tourism,satisfaction of customer. The needs of the customer has to be done completely. Customer
play the major role here. If the company will fulfil the customer needs then they will be happy and
will go nowhere.(Brohman, J., 1996) The customer becomes a loyal customer to the company and
hence helps in generating revenue to the company. With the changing time the travel and tourism
also change. With modern technologies,transport facility,the scenario changes with time. Here we
can see that initially travelling was not that easy but it became easier with them growing transport
facilities and tecnologies. Today there are so many companies in travel and tourism. So it becomes
relatively easier now. Customer satisfaction has to be taken care of since they are everything. If a
customer is not satisfied then the whole process goes into waste. It has no meaning. The company
can lose it's market. It then gives no benefit to the company and hence can not be used. The market
value increases as the people know the company more and trust the company. It is very important to
understand these core concepts because without theses nothing is possible and so it needs to be
taken care of. In the current scenario the marketing is growing very fast and people are
liking(Brohman, J., 1996). The only way through which the companies can win over this
competition is by being unique and special. The customers need to be felt very special and treated
like a king otherwise there are other companies which can help them achieve their goal. So care has
to be taken of these concepts.

1.2. How marketing environment affects the individual travel and tourism businesses and tourist
destinations?
Marketing environment affects the individual travel and tourism business in a big way.
The marketing environment includes various factors as such-micro environment which includes
tourism organisation,the suppliers,competitors etc. It also includes various macro environment
factors like culture,politics,technology etc.(Brohman, J., 1996)
The customers- Customer play a major role in generating revenues for the company. If the customer
won't be present in the company or won't buy companies product then it will be of no use to the
company. So the company has to always respect the customers and treat them nicely in order to
generate profits and maintain a good image in the market.(Brohman, J., 1996)
Micro environment
Competitors – The competitors are the major player here since they decide how well the other
company can compete with them. If the compete ting is doing better than it's not a good sign for the
company iself. This environmental factor has to be taken care of and need to be checked in time.
Suppliers – Again here suppliers have a vital role here. We see that when suppliers don't supply
what is required in the market than the sales go down. In order to make the best use of the present
value there has to be a better understanding about the product. This is one of the factor which
affects the travel and tourism.'( Akis, S., 1994)
Macro environment
Technology – Technology plays a major role. In today's world everything has summed up on the
internet. A person sitting in any part of the world can communicate to any person and can travel
anywhere in the world where ever he wishes to go.
Culture, politics – A better culture open culture invites more freedom and travel as compared to
closed culture. Similary political policies which happen during making of VISA and other
documents also help it.((Han, H. and Back, K.J., 2007))
There are having a large impact of business environment on the cited company and its proposed
tourism plan. These factors are given below:
Political factor This is one of the major factors which can influenced the proposed tour in
the Morocco and Egypt. In this context Egypt is facing civilian unrest
which can affects negatively.
Economical factor This is another factors which also impact on the demand of their tourism
products. UK is one of the leading economy which can help to increase
sales of the cited business unit.
Social factor This is another factors which can included population size, cultural
factors, education level and standard of living. For example, the per capita
income of the UK is approx. $40000 which is quite good as compare to
others. It can help to to increase the new travel opportunities for the
company.

Technological factor Innovation and technology played a significant in the success of the
company. Thomas Cook are required to use social media tool in order to
promote firms products and services.
1.3. Factors that are responsible for affecting customer motivation and demand in travel and
tourism.
There are various factors which are responsible for customer motivation and demand are
given below:
This is an important factor which should be taken into consideration when t he marketing of
any new package is done in order to understand the motivation of the customer in order to know the
package which they choose.(Brohman, J., 1996.) There are two factors which are influence this
which are inclusive primarily of motivational factors which in time helps in motivate the customer
to buy the particular package and then there is determination factors which tells whether the
customer has the ability to buy the packager not. Well there are motivational factor too which
includes the motivations,attitude,the emotional expectation of the tourists in terms of the package.
Motivation is also dependent on the the purpose of the tourist who is going to visit the various
destinations in his or her trip. This has to be taken care of specially. The demand of the customers
vary from person to person because as people have different mindsets and wishes which needs to be
fulfilled. Giving proper assistance to the customers is also essential since it helps the customer to
know the details of the project. Other factors include the income of the customer and their salaries
also. The technology is also a great factor for this reason. When the customer don't use the current
technologies they can be away from the benefits which can be used by the customers.(Steinhauser,
C., 2010) Competition keeps on increasing with the time and so the factors have to be taken care. If
the customer doesn't have a good salary he won't be able to get the package he wishes for. So the
needs of the customers keeps on changing with the time as their economic condition changes with
time. These factors influence the whole package that is offered and accepted.( Akis, S., 1994)
1.4. Tell the principles of market segmentation and it's uses in marketing planning.
It refers to the involvement in various activities in order to split the customers with the
highest potentiality in a certain segment or a group. It involves the customers to share the common
interest in the services or the products provided. This is the main purpose of market segmentation.
And so it has been categorised into three categories. These categories include the homogeneous
market,clustered market and diffused market. Well these three categories are very important and
should be taken care of everytime. The homogeneous market involves the similarity between each
and every single prospect or customer in similar in a number of ways like the relation with the
services,products or the ongoing business. Then comes the diffused market which involves the

prospects which are different from each other. They differ in a big way. They differ in services or
the products.(Brohman, J., 1996.)
The clustered market is the one which involves the discernible clusters of prospects or the
customers which are present across the relevant characteristics ,opinions,business
Now this is the reason for which the customers are segmented in various demographical and
geographical features. If we see the travellers from UK who are having salary and great lifestyle
with high incomes travel around the world. They are well segmented and rich. They opt for heavy
holiday package specifically for leisure and recreation. The product plays the major role which the
services which the company provides to the customers play a major role. It is quiet easy to market
oneself in the market if the company has good and unique way of doing it. The opinions and the
advices have to be heard and proper initiative has to be taken in order to fulfil the demands of the
customer and to give them a happy experience which is required in today's world.
(Reppenhagen2010)
TASK 2
2.1. Analyse the importance of strategic marketing planning for a selected travel and tourism
business or tourist destination ?
Strategic market planning is most important for THOMAS COOK because its help to know
or identify your customers if you don't know about your customer than your company wasting
money on those people who are not interested in your product or service so first you need to
identify your ideal customers otherwise your company wasting time or its money and then to find
what your company want to achieve from its marketing efforts. It is very important because its help
to manage or setup goals and objectives and also THOMAS COOK need to maintain their budget to
spend on marketing activity so company need to setup limited budget to spend.(Reppenhagen2010)
Clear what sets your company have from competitors that is also important to know what services
company have which help to cover market and also different from your competitors. This strategy
help to earn good profit also help to cover market share. Company need to make good or effective
plan to reach company's objectives and goals because it help to create clear picture in your mind
that help to reach your company's goals and objectives and Company need to know about its market
very well because if your company don't know about your target market then how can company
fulfil their customers and consumers needs and wants so it is also very important to identify your
competitors and consumers in target market if company don't know about their competitors then
how can company survive in to the market.( Akis, S., 1994) First company need to measure return
on investment because it support to investment that place where company get effective returns so

company need to measure or calculate return on investment. this is the very important strategic
marketing plan which helpful for growth of THOMAS COOK and other tourism companies.
(Brohman, J., 1996.)
Strategic planning having great significant in the success for each and every business unit. It can
help to provide new opportunities in an appropriate manner. It can also can help to attain their long
term goals and objectives. They can knows there strength and weakness so that they can increase its
capabilities in an effective. There are various factors like external and internal which can impact on
the travel plan of the cited business organisation.
2.2 Discuss the relevance of marketing research and market information to managers in the travel
and tourism sector?
Marketing research is the process of analysing and collecting the details which help to find
or understanding, resolving the problems related to marketing service of company and also hep to to
achieve marketing opportunities. Companies collect information from the market and then they
utilize the data for solve their marketing problems which helpful for company growth and to
achieve company's goal and opportunities.(Hunter, C., 1997) Marketing information can help to
mangers in their decision by giving them operational and linking between company's sections or
department and it support to effectively organize and store the company details. It is system that
support the decision makers to provide information and this system include group of people,
technologies and process for collecting, classify and analysis the information that provide to
marketing decision makers. It help to manager access the marketing details/data whenever he
needed for decision making. THOMAS COOK has many source of information but main problem is
how to manage them. Marketing information system help to mangers to take quick decision reason
of continuously increasing competition into the market and he can easily take decision regarding to
production and performance help of marketing information system and it use in difficult decision
making problems and process. It helpful for measurement of sales promotion and useful for sales
and distribution.( Akis, S., 1994) Manager easily store and access data from his device like laptop,
Computer(PC) and there are many programmes that help to company save their data securely and
manger can easily access these data to take quick decision so market research and marketing
information is most important for use of manger and it decrease the work load of manger.
(Brohman, J., 1996.)
Market research is having a great impact on the business which can help to identify new
opportunities in the market. There are various factors which having a large impact on the proposed
tourism plan. Through an effective market research the cited business unit can overcome the
proposed tourism plan which is too essential.

2.3 Assess the influence of marketing on society?
Marketing is important part of society and it influence everyday life. Marketing is the
process of selling, distributing and promoting products and services to consumers. Help of
marketing consumers learns about the company's products and services. Marketing part of all type
of advertising such as help of social media (Facebook,Twitter,LinkedIn etc.), television advertising,
newspaper advertising.(Hunter, C., 1997) Huge sums of money spend by businesses to increase or
boost up the sales. Marketing help learn about new products and peoples learn from market why
these products and services important for us and Marketing help to get useful information about
company products and services. It also help to manage consumer expectation. Businesses use
marketing because they tell about major changes to consumers.(Steinhauser, C., 2010) Marketing
helpful for analyse modelling behaviour and economic benefits. Marketing influence the country
economy and living standard. Marketing also helpful for consumer to assist in making a purchase
such as product details, Company location. Email address, websites and company working hours.
Marketing is the process to know or identify consumer behaviour towards products and services and
marketing also affect consumer behaviour or help of marketing company know about peoples
behaviours towards the products and services. Marketing also impact on society positive and
negative if company provide products and services on the behalf of their marketing then its impact
positive on consumer but they are not providing products and services on the behalf of their
marketing then its impact negative on consumer and that is also result of losing consumer because
break consumers expectations towards the company's products and services. Marketing also help to
now about company changes like merge, launching new product and seek to improve quality.
Marketing impact positive on society then they recommend about your products to others. So
marketing is important tool to achieve consumers and society.(Brohman, J., 1996.)
The marketing mix of the cited business unit are required to make their tourism product in an
effective manner. So that they can attain their desired goals and objectives in an effective manner.
For this they can use marketing mix which are given below:
Product The product of the company is the tourism services which are offering to
the potential customer. The marketing manager is required to make their
products in an effective manner.
Price There are various pricing strategies which can be sued by the cited business
unit. In the context of given case study the firm can be used discount
pricing which can help to increase the sales of the company.
Place They required to offer their product through online platform which can save
their operational cost.
Promotional There are various tools and techniques which can be used by the business
organisation in order to promote firm products and services. They can use

social media platform such as Facebook and Instagram in a cost effective
manner.
TASK 3
3.1 Discuss various issues in the product, price and place elements of the marketing mix in
reference to travel and tourism?
Various issues in the product, price and place elements of the marketing mix in reference to
travel and tourism are:-
 Product is the first element of marketing mix in a travel and tourism business, in this
element each business have various type of product as tour package to offer to their
customers which include leisure tour, medical tour, historical tour, educational tour etc.
There are various issue in relation to this type of packages offered by the agent for example
agent A is offering a religious tour to south offering 2 nights package providing a 3 star hotel
to stay but actually guest is staying in a normal hotel which is a big issue and another issue
is personal conflicts between various guest at same destination etc.(Hunter, C., 1997)
 Price element include issues related to pricing policy offered by the agent as in some
packages travel agents never disclose the additional cost which is to be paid by the guest for
example cost of tour guide, food cost and various other expenses incurred during the time of
stay which was included in the package but guest was charged at the time of stay . This
element also include a standard cost aspect according to this a package have a standard cost
but there sometimes travel agent costs more than the standard cost this type of issue is
mostly faced by the foreign guest who are not aware about the price of the product and
services offered by the people in the local market.(Brohman, J., 1996.)
 Place element include issues related to guest taken to a dangerous place or the place where
foreign people are not allowed to visit. Like a travel agency is offering a package tour of a
national park filled with wild animals which could attack the guest and could harm them
which will give a negative impact on the travel industry of a region or country .
3.2 Assess the importance of service sector mix elements to the travel and tourism sector?
Service sector mix help to complete a travel package as they are the essential component of
the package to be offered by the agent incomplete packages could be reason for guest to reject that
travel package offered by various agents(Steinhauser, C.. 2010) . This include various elements,
first this is one and the most important element of service sector mix it is a base of a company this
include the thing which is actually offered by the company it is intangible in nature with reference
to the service industry .This is hard to sell as tangible product could be seen by the guest but service
industry sell a dream to the guest which he/ she can not see or touch but can feel it. Second is price

this factor include the pricing strategy of various agents and their targeted market . Price segments
in market depending upon the kind of services provided by the agent and their market reputation
and the price which a guest is willing to pay. Third element is place in the service marketing mix
according to this element market is segmented in into various section each have their own share
like adventure, medical etc. have a specific amount of share that is calculated in tourism industry.
Every place is famous for something like heritage properties, rivers etc. which results in
segmentation on type of guest they will receive for example if a person want to go for culture
tourism in India he/ she would prefer Rajasthan to visit. Fourth element is promotion in this element
the business uses various promotions techniques to advertise their company both online and offline
trough this a firm attracts the clients to purchase their offerings and provide them business .
Digitalization had a great impact on the promotional schemes of tourism industry , one unsatisfied
client can easily give feedback on the firm's webpage which could be read worldwide (Choi,and
Sirakaya, 2005).
The marketing mix element of service sector is having a great significance in order to promote
firm’s products and services and create awareness in the market which can help to provide long
term profitability. In the context of Thomas Cook, the marketing as given below:
Product In the context of Thomas Cook, the products are offering by them can be
customized which can provide competitive advantage in the market.
Price They can be used various pricing strategies according to their target market.
For example, for their niche market they can offer premium pricing and on
the other hand, for their mass customers they can be used competitive pricing
strategies which can help to provide competitive superiority.
Place There are various distribution channels which can be used by them. Thomas
Cook required that to used online platform in order to sale their travel
products and services in a cost effective manner.
Promotion There are various promotional tools and techniques which can be used by the
cited business unit in order to promote and advertise their tourism products in
to the UK market. For example, they can use social media platform such as
Facebook, Instagram and You Tube.
People Human resource are the valuable asset for a business organization. Therefore,
it is the responsibility of the company that to provide appropriate training so
that they can provide high quality services to its customers which can help to
increase customer satisfaction level.
Process This is another significant element in the production process which is related
with the overall process of the company.

Physical Evidence Physical evidence is about where the service is being delivered from. It is
particularly relevant to retailers operating out of shops. This element of the
marketing mix will distinguish a company from its competitors.
3.3 Use the concept of the total tourism product to an individual tourism business or tourist
destination?
Total tourism product include physical and psychological experience gained by the guest
considering Rajasthan as a tourist destination various agents can use the culture of this region as a
base product of their tour package in this they would sell the a view of different cultures of
Rajasthan . Showing them the lifestyle of the people ,their ornaments, their forts etc. In the price
element of total tourism product include cost incurred at every place for example cost incurred to
reach the destination, staying cost, food cost, cost of hotel or any other place in which guest would
be staying, travelling cost etc. after adding all the cost the agent adds his share or profit to be made
by a tour to the package. By calculating all the cost to be incurred agent keeps a rough estimate and
sets the cost of package which is received from the guest . In the place element of total tourism
product we have taken the Rajasthan for cultural tourism in this an agent could select from various
places which a guest can visit depending upon the time and schedule of guest that for how many
days they are staying but mostly the number of days is decided by the agent that is planning for the
package (Harrill,2004).. Fourth element is promotion, in this element agents use various tactics and
strategies for the promotion of the package for this use both the ways online and offline . But in
promotion of the package agents do unethical practises like fake promotion and dissatisfaction of
guest due to fake promises by agent to guest on ambiances of place where guest is staying etc.
entertainment is also an important element in a travel package in this the agent can plan for a
cultural dance or cultural show which show the tradition of the region and how the people of
Rajasthan treat their guests.(Hunter, C., 1997)
TASK 4
4.1 Assess the integrated nature and role of the promotional mix ?
Marketing of tourism is different because company deal with its customer in series of
services means consumer buy a series of services and main task is convince the consumer on
service they buying provide effective value for the price. The four P's of marketing define the
important approaches that is needed by tourism business and these are product, price, place and
promotion. Product of tourism business is intangible services which is provided by company to
people and series of services purchasing by consumers or products and services launch by business

owner for sale in to target market so company need to know their product very well what they are
going to sell (Hunter, 1997). Place is most important in tourism businesses because you can provide
your services or open their tourist centre on that place where foreigners and tourist visit and
communication and transport also important for good tourist centres and I should be located at right
place where tourist visit on daily bases like in Jaipur many foreigners visit to see Hawa Maha l and
many more place in Jaipur where foreigner want to visit so location is most important for tourism
companies and languages also important in this business so you need to learn different languages
than you can communicate them. Price is an also important factor of marketing mix. Competition is
very high in tourism business because if company raise price then demand will be low and it effect
on your company's sales and influence on total income (Choi, and Sirakaya, 2005). Promotion help
to introduce your company's products and services to consumers and Promotion include different
factors such as direct marketing, it is new way to communicate to the market and it help to develop
or build relationship with new consumers and also helpful for increase your sales. Its need clear
understanding and care planning to capture the market,sales promotion, advertising, its include
television advertising, Radio advertising, newspaper advertising.(Brohman, J., 1996.)
4.2 Plan and justify an integrated promotional campaign for a travel and tourism business or
destination ?
First THOMAS COOK need to know about who is target audience of company's products
and services then they need to make plan how to target them or identify which method is useful to
describe company's products and services like there are many online social media sites which used
by peoples on regularly bases such as Facebook. Instagram, Twitter and many more. Help of these
social media sites company can target their mind easily because in case they think about travel
Jaipur in future then first they think about your company campaign so social media is most
important tool for promote company product but before promoting you need to identify your
consumer, competitors and target market(Novatorov,1997). First company need to select goals
(identify your target audience for company want to promote, location, Target market, create clear
content in such a innovating way that easily attract and adapt by the target people, select the method
of promoting that meet with your objectives, pick your promoting channel) after identifying goals
and objectives then company need to execute promoting plan like Company take support of various
social media sites (YouTube, Facebook. Twitter and Instagram), advertisement on
television(Television is good medium to advertise company products and services because it cover
most of peoples which company want to target so television and radio advertising effective way to
promote the content.(Steinhauser, C2010)

Objectives and goals :- Identify company target audience, Target market, create clear content in
such a innovating way that easily attract and adapt by the target people, pick your promoting
channels. Prepare promoting content in such a way that can easily attract the target audience that
peoples never forget and if they make plan for future then first thing come in their mind about your
company so effective content easily capture the peoples mind.
CONCLUSION
As per the above mentioned report it has been concluded that the marketing tools have to be
used in a good number and nicely in order to gain benefits and attract thecustomers.If the customer
will be happy then onlu the company can benefit out of it.Various marketing techniques have to be
used.It means that if proprer marketing will be done then the customers can find the company
useful.Marketing is very simple and should be done in the most modern way.If it is not pleasing or
attractive to the customers then it will directly affect the sales of the company.Marketing is simple
and it is directly related to the common sense.

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