Key roles and responsibilities of marketing function in travel and tourism

Marketing essentials
for travel and tourism

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1 Key roles and responsibilities of marketing function .......................................................1
P2 How these roles and responsibilities of marketing relate to wider organisational context 3
TASK 2 ...........................................................................................................................................4
P3 Comparison of marketing mix of two companies ............................................................4
TASK 3............................................................................................................................................8
P4. Produce a basic marketing plan .......................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES .............................................................................................................................11

INTRODUCTION
Marketing is defined as a term which is used for managing and controlling activities
related to advertising and promotions of the product. The main objective of this department is to
advertise products in an effective manner so that more customers are attracted towards products
offered by the company. In the present report, a travel and tourism company of UK is considered
which is XL Leisure Group. This is a major tour operating company of UK. This has charted and
scheduled airlines, flight only operators and holiday companies. This company also operates in
other countries like France and Australia. The following report consists of roles and
responsibilities of marketing function (Yan, and et. al., 2019). The interrelationship between
these departments is given in this discussion. There is comparison of marketing mix of two travel
and tourism companies of UK. At last, marketing plan is provided for this company that includes
size, scope, vision mission, etc.
TASK 1
P1 Key roles and responsibilities of marketing function
The main objective of marketing is to identify needs and demands of marketing. This
defines, measures and quantify size of market and potential for profit. This tells which segment
of the organisation can provide best service and promotes quality services and product.
1.1 Marketing Definition - Marketing is all about conducting activities and practices that interact
and persuade customers for creating awareness about services and products. This is connected
with market size of XL Leisure Group. The main target of this is to achieve objectives and goals
of marketing.
The various concepts of marketing activities have transformed within time and
companies have been using new way of advertising. The development in marketing and role &
responsibilities of marketing managers are listed below -
1.2 Development of Marketing concept – The main objective of marketers is to analyse needs
and demands of customers and provide them products and services accordingly. The marketing
managers adopt different approaches for satisfying their customers. This can be explained by an
example – Nowadays customers are using internet for doing their activities and tasks. So travel
and tourism companies are providing their service on internet/website.
1