Roles and Responsibility of Marketing Function in Travel and Tourism

This presentation discusses the roles and responsibilities of the marketing function in the travel and tourism industry, with a focus on Thomas Cook Group. It explores the correlation between marketing and other functional areas of business and provides insights into marketing strategies and plans used by the company.

Marketing Essentials
for travel and tourism

INTRODUCTION
Marketing is defined as set of activities as undertaken by different business firms with the aim of creating,
communicating, introducing, exchanging all the offerings in form of services and products which are considered as
important part from the perspective of customers, business partners, society etc. With the help of better and
innovative marketing techniques, it helps companies in attracting and retaining of large customers base thus
contributing to more profitable situation. The present report is based on Thomas Cook Group which is dealing in
Hospitality and tourism business at the global level. It will define marketing function role and responsibility and its
correlation with other functional areas of business. Further, explanation related to business as well as marketing
objectives will be defined along with elements of Marketing mix. At last, a Marketing plan will be provided essential
for meeting marketing objective of business. Also, comparison among different firms on the basis of marketing mix
and plan will be disclosed.

ACTIVITY 1- Roles and responsibility of marketing function
Marketing is defined as a business process related to creation of healthy relationship with customers and
clients thus making them satisfied via exchange process. Marketing process is concerned with introducing company's
product and services in the marketplace. The main role of marketing in context of travel and tourism business for
Thomas Cook includes:
 Increasing number of sales so as to make high profits and revenue from such sales made through out the year.
 Understanding factors as associated with the economic and competitive changes taking place in industrial sector
 Making identification of target markets and different segment it is having (Festa and et.al., 2016).
 Framing of most suitable and appropriate marketing strategies and plans which can be used by Thomas Cook
group in conducting marketing research.

Continued
 Responsibility of marketing department of Thomas Cook is to make efforts to grow business revenue,
acquisition of large market share as well as customer base. Marketing function basically focuses on contributing
high growth, success along with better productivity and performance level. Thomas cook marketing function is
related with:
 Advertising
 Branding
 Promoting
 Marketing research & strategy

2. Evaluating relation of functional areas of business with
marketing department.
 Marketing department of business organisation is related with transfer of goods and services to the customers
who are in need of them in exchange of monetary value as charged for delivery of such goods and services by
the company. The activities of marketing department covers large number of other business functions as well
which are having impact on the performance and profitability aspect of the business. Marketing encompasses of
entire business functions ranging from production, financial, human resource management etc. which are
considered as essential part of every business organisation in achieving set defined goals. Relationship between
marketing department and other business functional areas includes:
 Marketing and Production.
 Marketing and Finance

Continued
 Marketing and Human resource
 Marketing and Research and Development

CONCLUSION
 From the above report it can be concluded by adopting sound and effective marketing strategies and plans,
every business organisation can develop high market value. Also, using innovative as well as creative marketing
techniques, promotional and advertising activities as undertaken by Thomas cook group has helped in acquiring
of large market as well as customer share. This has resulted in increase in profitability aspect which in turn has
provided company with ability improves its performance level.

REFERENCES
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Continued
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Online
Responsibilities of Marketing department. 2019. [Online]. Available through: <
https://smallbusiness.chron.com/responsibilities-marketing-department-69931.html>.
Thomas Cook Group Wikipedia. 2019. [Online]. Available through: <https://en.wikipedia.org/wiki/Thomas_Cook_Group>.

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