Marketing Essentials for Travel and Tourism

Marketing Essentials for
Travel and Tourism
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
P1 Key roles and responsibilities of the marketing function within an organisation. ................3
P2 How roles and responsibilities of marketing relate to the wider organisational context.......5
TASK 2............................................................................................................................................7
P3 Compare the ways in which different tourism organisations apply the marketing mix to the
marketing planning process to achieve business objectives.......................................................7
TASK 3..........................................................................................................................................10
P4 Produce a basic marketing plan for the organisation to achieve marketing objectives.......10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
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INTRODUCTION
Marketing is the process of sale, advertise and publicity of the products or
services which company is trying to sell. Marketing approach begins with the designing
of product or services, production and being ready of the product for the sale to the final
customer. Marketing approach focus on certain things like right customer segment,
developing and designing of product, pricing of product which is to be required by the
customers. This increase customer satisfaction of the organisation and increase in
profits and revenue of the company (Adeyinka-Ojo and Nair, 2016). The travel and
tourism company which is taken in this report is Top deck company as this company is
a tour operator company which was founded in the year 1973. company provides tours
to the age group of 18 to 40 years of age people throughout Europe, North America,
Asia, Egypt, Australia etc. it provides 330 different tours in 65 countries. This report
covers key roles and responsibilities of marketing functions within a Topdeck company,
discussion of how these roles and responsibilities of marketing relate to the wider
organisational context. Then it covers comparison of ways in which different tourism
organisation applies marketing mix to the marketing planning. At last it produces
marketing plan for a tourism and travel organisation.
MAIN BODY
TASK 1
P1 Key roles and responsibilities of the marketing function within an organisation.
Marketing is the process of sum of all the activities performed by an organisation
to promote their products and services. The marketing department of Topdeck performs
various function for the marketing of their tours and travels so that customers are
satisfied. There are various roles and responsibilities of marketing department of an
organisation. These are discuss below:
 Promotional strategies: Marketing department main role and responsibility is to
formulate promotional strategies for the company. As this is done for the
promotion of products and services company is providing while analysis of
potential customers in the market (Avila-Robinson and Wakabayashi, 2018).
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Promotional strategies involves various types of methods that are budget
collection, targeting customers, identification of promotional strategies etc. In
context of Topdeck travel and tour company, marketing department of company
promotes their tours to the potentials customers who are willing to travel at
different destinations in overall world. They promote through various platforms
these are TV advertisement, banners, hoardings, social media marketing, search
engine optimization and print advertisements etc. these strategies helps the
company in attracting more customers and increase in their satisfaction.
 Attainment of customer satisfaction: The next role and responsibility of
marketing department is satisfying customer needs and wants. Marketing
department focuses on the fulfilling customers needs and wants and provides
them support while travelling. Topdeck company marketers take feedback from
the customers who are travelling with them. And if customers are facing any
issues or problems then they try to improve those issues (Becker, 2016). This
helps them in increasing customer satisfaction and working on their problems.
Marketing department of company also focus on the changes are to be made
according to the dynamic environment. Topdeck company takes feedbacks from
various Questionnaire, online surveys and direct interactions with the customers.
So that this ca help them in knowing about shortcoming in the tours they are
providing and this helps the company in knowing about the improvements which
are to be needed.
 Marketing channels: Marketing channels refers to the systems that are to be
used at the time of distribution of products and services to the customers.
Marketing department decides the number of intermediaries that are coming in
between distribution of products and service to the customers. This mainly
depends on the size of the company. In context of Topdeck company, it is a
multinational traveller company organises 330 different tours and travels in about
65 countries in all over the world. They are using both direct selling and agencies
services.
 Brand building: Brand building is the development of the image and making
reputation of the company in front of customers. Marketing department is
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