Core Marketing Concepts and Thomson Management - Desklib


Added on  2020-02-05

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Table of ContentTASK 1Concepts and principles of marketing in the tourism sectorP1.1 Discuss the core concepts of marketing for the travel and tourism sectorP1.2 Asses the impact of the marketing environment on individual travel and tourism businesses and tourist destinationsP1.3 Discuss the factors affecting consumer motivation and demand in the travel and tourism sectorP1.4 Analyse the principles of market segmentation and its uses in the marketing planningTask 2The role of marketing as a management tool in the travel and tourismP2.1 Analyse the importance of strategic marketing planning for a selected travel and tourism business or tourist destinationP2.2 Discuss the relevance of marketing research and market information to managers in the travel and tourism sectorP2.3 Asses the influence of marketing on societyTask 3The role of the marketing mix in the travel and tourism sectorP3.1 Discuss issues in the product ,price and place elements of marketing mixP3.2 Assess the importance of service sector mix elements to the travel sectorP3.3Apply the concept of the total tourism product to an individual tourism business –
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Task4Promotional mix in travel and tourismP4.1 Assess the integration nature and role of the promotional mixP4.2 Plan and justify an integration promotional campaign for the Sheraton hotel ReferencesTask 1 Concepts and principles of marketing in the tourism sectorP1.1 Discuss the core concepts of marketing for the travel and tourism sectorThomson Management intention to include in their offer new tourism packages, Denmark, Amsterdam, Lisbon and Porto can be successful only after a carefully planed marketing campaign. Markets are formed by businesses and consumers, businesses sell goods and services to consumers or other businesses on a market. Any business has a direct or indirect competitor, and any product or service encounters competition from a similar or alternative product or service. To be able to plan a tourism marketing campaign we have toconsider the market environment and understand the main principles and concepts of marketing for the tourism sector. Core marketing concepts applies to tourism destinations and due to that overall marketing activities of the organization gets affected. Core marketing concepts apply to these destinations and Thomson Management needs to consider them for designing the travel packages. Three main concepts of marketing are as follows:- Needs, Wants and Demands of buyers: - It is assertive that requirement and expectations of buyers should be understood properly. It will support the organization in developing travel packages of the entity.
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Marketing offers: - Attractive discounts and offers can be given by the organization so that travel packages and services can be sold to large number of buyers that are being offered by the organization. Travel packages for Denmark, Amsterdam, Lisbon and Porto can be developed in an eye catching way so that better and good amenities can be provided to the buyers. Satisfaction level of buyers: - It is vital that needs and requirements of consumers should be satisfied so that consumer loyalty can be gained. More number of buyers can beattracted for selling the products and services that are being offered by the enterprise. Marketing of tourism is “applying the appropriate marketing concept and planing a strategy to attract a visitor to a destination [...] can be seen as a process of planning and executing a conception, pricing, promotion and distribution of ideas and services that satisfy the individual and the organisation goal” (Devashish, 2011). As we can see from the definition of marketing, Thomson needs to design and develop products and services that are able to satisfy the needs of the customers . The core concept of marketing states that consumers will buy what they what and what they need not what we want to sell. It is easier to sell what is wanted consumers want to buy. Also delivery of the product and service has to be designed around customers interests, tofacilitate them to buy the products and services.At the opposing end there is also the idea that products are sold to customers, this implies that consumers can be educated in to buying a products using various advertising and promotional techniques. Regardless of what approach Thomson will take (consumers buy from Thomson of or Thomson will sell to consumers) a branding strategy is needed. Branding represents the image of the product and of the company. It needs to reflect core values demanded by the consumers and to promote the image of quality and affordability.According to the BTEC manual for Travel and Tourism Management, the tourism products and services are bought in advance, unless the consumer visited the destination before, there is no possibility for him to test the product or services purchased; as a result for years, unethical tourism providers created miss-leading marking campaigns of productsoversold or services services that were not provided. P1.2 Asses the impact of the marketing environment on individual travel and tourism businesses and tourist destinationsAccording to Moutihno(2002) for most industries there is a clear differentiation between
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the internal environment and the market, all though the external changes in environment are influencing the business, with proper planing the business can adapt its internal environment, products and services to face the changes. For the companies operating in the tourism industry the differentiation between the product and the environment are almost in-existing. For a global company the entire globe is its product and can be considered as part of its internal environment. For a customer travelling from one side of the globe to the other the services provided will cover his entire experience, stretched overmultiple countries and days. Before launching new offers for Denmark, Amsterdam, Lisbon and Porto, we have to consider that the market and each destination will be affected by various factors. While most industries are using a PEST/PESTEL analysis to adjust to the market changes, for the tourism industry the number of factors are more complex and a SCEPTIC analysis is more suitable. The analysis has to consider the main: social, cultural, economical, physical, technical, international , communication, administrative and legal factors that can affect the market, the destination and our products in a favourable or unfavourable way.PESTEL analysis for Denmark is as described:- Political: - Rules, regulations and norms formed by the government of state need to be followed by Thomson Management. Different operational and tourism activities of the organization gets affected by it. Denmark is evolving and developing as a modern and prosperous nation as well as government agencies and other organizations are giving a huge impact on the tourism services that are being provided by the firm. Economical:-Economy of Denmark is growing at a faster rate and it is supporting for growth and development of nation. Tourism activities are helping for ensuring better and effective economic development of nation. Social: - Trends, values, beliefs, norms and behaviour of people in the local community area also put high impact on the travel activities and services that are provided by Thomson Management. Technological: - Regular technical advancements that are happening in tourism industry are also affecting travel services that are being provided by the entity. Thomson Management needs to make positive improvements in their existing practices so that better services can be rendered to the people. Environmental: - Travel activities affect the people of local community and those who are living in surrounding environment gets influenced due to it. Legal: - Regulations and legal norms are mandatory to be followed by different organizations that are working in Denmark. Thomson Management also need to follow
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