Roles and Responsibility of Marketing Function in Travel and Tourism

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.