Pdf Marketing Essay And Essential

Marketing essay

Table of Contents
INTRODUCTION................................................................................................................................3
MAIN BODY.......................................................................................................................................3
1. Analysis of measures essential for satisfactory delivery..............................................................3
2. Difference between Hospitality marketing and marketing of fast moving packaged consumer
good.................................................................................................................................................4
CONCLUSION....................................................................................................................................6
REFERENCES.....................................................................................................................................7

INTRODUCTION
Marketing is defined as those business activities as undertaken by business firms with the aim of
satisfying needs, wants of customers at large extent via exchange process. Behind providing
satisfaction, profit maximization is also considered as one of the most important business objective.
The present report is related to Service Marketing which is a part of marketing having base on
relationship, values with customers. Focus will be made on Hospitality marketing function having
its main emphasis on Thomas Cook Group. It is one of the leading British travel group conducting
its business operations at the global level. Explanation about measures providing satisfaction to
customer will be there. Also, how Hospitality marketing is different from fast moving packaged
consumer good will be defined.
MAIN BODY
1. Analysis of measures essential for satisfactory delivery.
Customer satisfaction depicts situation when due to exchange of products and services by
business firms in lieu of price charged are able to cover all the needs and expectations of its
customers. Satisfaction can be related to customer expectations fulfilment in terms of better quality,
service at affordable and reasonable price. Satisfaction is derived by customers from product,
services in relation with whether their needs and desires are met in convenient manner without
making much efforts thus helps them in building customer loyalty.
Importance of customer satisfaction in context of satisfactory delivery in service marketing
1. By providing facility of scheduling delivery period in terms of service marketing, Thomas
cook has been able to capture large customer base.
2. One a customer gets satisfied, it will provides benefit to company as the satisfied customer
will always prefer using the same brand products and services which is capable of fulfilling
their needs and wants (Kushwaha and Agrawal, 2015). This can helps Thomas Cook in
building strong customer base and loyalty as well.
3. From marketing perspective, customer advocacy is one of the effective and efficient means
for undertaking promotional and advertising activities of business products and services.
Satisfied customer will always recommend their social networks for using a particular
brand.
4. Focusing on making safe and proper delivery of customer preferred goods will help them
making happy and highly satisfied, increases loyalty which will in turn helps company
business in future growth, establishment of longer and strong customer relationship.

Role of marketing in customer satisfaction
With the help of marketing activities such as promotion, advertisement Thomas cook can
introduce its business products and services at the global level. Also, it helps in identifying and
evaluating needs and wants of its customer across the world for their retention and profit
maximization (Kaura, Durga Prasad and Sharma, 2015). For achieving customer satisfaction in
hospitality industry sector, following are the factors:
1. Assessing customer experience expectations – Nowadays satisfied customers are more
focused on procurement of experiences, memories from consumption of hospitality service.
Each customer prefers using those services which provides ease and relaxation during
consumption of travelling, hotel services being provided at reasonable and affordable
prices.
2. Delivering of quality goods and services of which promised is made – It is very important
for company to deliver quality service which match its price. Delivery of product and
service should be made by company as per date, time, quality as promised and shown in
advertisement means (Wilson and et.al., 2016). It will help company in retention of current
customer base and increases its profit margin as well.
3. Providing online services – Focus has been made on providing services online with forex
mobile application so as to cater its international travellers needs from any place in the
world. Building relationship with customers after sales done can help Thomas in expanding
its business operations in the near future.
4. Maintaining high and best ethical norms as well as standards - Thomas cook aims to provide
best quality and standard services to individual customers, guests for making them more
relax, comfortable, happy and highly satisfied.
2. Difference between Hospitality marketing and marketing of fast moving packaged consumer
good.
Hospitality marketing is related with delivery of products and services by company to its
customers with the help of marketing techniques as used for promoting and advertising its offerings.
For conducting hospitality business, it requires strong and effective strategies and plans so as to
compete in competitive world, earn profit out of it thereby retaining large customer base as well.
Fast moving packaged consumer good are those products which are having feature of quick
selling at relatively low cost price (Hill and Alexander, 2017). Are also known as Consumer
packaged goods having short life period because of perishable nature and high consumer demands
such as Soft drinks, dairy products etc.

Hospitality Marketing Fast moving packaged consumer good
Marketing
 Focus is made on marketing of
services it offers to wide customer
group at the global level.
 Thomas Cook group ensures customer
customization in respect of its
offerings as per needs and wants.
 Service marketing done by Thomas
group considers 4 Ps including price,
promotion, product, process
(Agnihotri and et.al., 2016).
 Thomas group being engaged in
hospitality business ensures that
services offered by it is of best and
high in quality with well infrastructure
and luxurious ambience for making
customer more happy and relax.
 Product marketing is the main aim which
includes promoting and selling of a
particular product or goods to a specific
target group.
 Emphasize is on manufacturing and
production of products which is having high
customer as well as market demand so as to
capture competitive advantage in the
market.
 Product marketing ensures consideration of
7 Ps.
 Though FMCG products don't requires
marketing activities, but companies dealing
in it undertakes marketing activities for
increasing their profit as well as customer
base by providing discounts, buy one get
one free, vouchers etc. for attracting more
customers.
For example: Hospitality sales are considered different from those of fast moving consumer goods
because marketing is related to sell of tangible & intangible products, goods both. Marketing
activities in hospitality sector is focused more on promotion and advertisement of their offerings,
services rather than goods. For example in case of hotel or resort, focus will be on delivering
relaxing, memorable and fun atmosphere as recognizable to customers thus inspiring same feelings
in the consumer as of staying at home.

CONCLUSION
From the above file, it can be concluded that for achieving high customer satisfaction level, it is
very much essential for the business firm to first assess and understand their current wants. By
delivering satisfactory service, it will help Thomas in building satisfied customer base thus resulting
in creation of loyalty. It will also force customers to repeat their purchase and provides Thomas
Cook with more valuable business assets. Also, from business perspective it will incur less cost to
company to serve current customer group in comparison to attracting new customer via marketing
and other promotional means.

REFERENCES
Books and Journals
Agnihotri, R. and et.al., 2016. Social media: Influencing customer satisfaction in B2B
sales. Industrial Marketing Management. 53. pp.172-180.
Chitty, W., D'Alessandro, S. and Gray, D., 2019. Services marketing. Oxford University Press
Australia and New Zealand.
Hill, N. and Alexander, J., 2017. The handbook of customer satisfaction and loyalty measurement.
Routledge.
Hussain, R., Al Nasser, A. and Hussain, Y. K., 2015. Service quality and customer satisfaction of a
UAE-based airline: An empirical investigation. Journal of Air Transport Management. 42.
pp.167-175.
Kaura, V., Durga Prasad, C. S. and Sharma, S., 2015. Service quality, service convenience, price
and fairness, customer loyalty, and the mediating role of customer satisfaction. International
Journal of Bank Marketing. 33(4). pp.404-422.
Kushwaha, G. S. and Agrawal, S. R., 2015. An Indian customer surrounding 7P׳ s of service
marketing. Journal of Retailing and consumer services. 22. pp.85-95.
Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in retail network
operations and marketing to enhance customer satisfaction. International Journal of Operations
& Production Management. 37(1). pp.105-123.
Wilson, A. and et.al., 2016. Services marketing: Integrating customer focus across the firm.
Wirtz, J. and Lovelock, C., 2016. Services marketing. World Scientific Publishing Company.
Online
Service and product Marketing. 2019. [Online]. Available through:
<https://www.educba.com/service-marketing-vs-product-marketing/>.