Marketing Essentials for Travel and Tourism

Marketing Essentials
for Travel and Tourism

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
P1. Explain the key roles and responsibilities of the marketing function...................................3
P2. Discuss how roles and responsibilities of marketing relate to organisation.........................5
TASK 2............................................................................................................................................6
P3. Compare the ways in which different organisation apply the marketing mix......................6
TASK 3............................................................................................................................................9
P4. Produce a basic marketing plan to meet marketing objectives.............................................9
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12
Books and Journals:..................................................................................................................12

INTRODUCTION
Marketing is the activity that perform by marketing manager of the company. In
marketing, marketer performs all activities that helps to promote products and services. It is a
very important function of organisation that should be appropriately analyse (Hallenbeck, 2017).
Marketing plays a significant role in organisation as it promotes goods and services in the
marketplace. It include functions such as selling, advertising, delivering of the products. In this
context, Expat Explore Travel is undertaken for analysing the marketing role. Travel and tourism
industry is a newly emerging business in the market. Expat Explore Travel is a travel company
that provides tour packages to consumer. They provide travel and tour packages in UK, Canada,
USA, Middle East, Europe, South America, Africa and Asia. They offer a rewarding tour
experience to consumers so that their customers are satisfied. In this report, it covers role of
marketing, marketing mix and plan. With the help of these topic, everyone can understand the
need of marketing in an organisation.
MAIN BODY
TASK 1
P1. Explain the key roles and responsibilities of the marketing function
It is identified in many cases that every person thought that marketing is about selling of
goods and services in the market place (Fong and et. al., 2018). But it is not true, because
marketing is beyond than selling of an article. It is the term in which all activities that are starting
from manufacturing of products and services included. It is not a narrow concept because it
covers all activities even after the selling of an article. In nowadays, marketing manger focuses
on customers satisfaction. They make all strategies only for satisfied their customer's needs and
preferences. Marketing play a crucial role in organisation because it becomes a factor that attract
customers from crowded area. It is not easy for marketer that they set targets and then attract
their potential buyers. Every buyer thought that why they choose products and services of Expat
Explore Travel. This question should be get a valid answer through their products and service
quality. It is very necessary for marketer that they design their products and services in such a
way that customers cannot switch to other organisation.
Travel and tourism industry becomes one of the attraction point of country that invites
trade. In nowadays, every government of nation try to improvise their travel areas. So that they

can provide best experience to each and every person (Kaya). There are some role and
responsibility of marketing function that mentioned below:
 Market Research: Market research is the important function of organisation as it
identify and analyse current marketing trends. Market research helps in finding taste and
preference of customers so that they can make their products and services accordingly. In
Expat Explore Travel, marketer try to analyse the competitors strategy and make their
travelling area glorious (Norris, 2019).
 Finance: For creating tour packages interesting, Expat Explore Travel is focuses on their
financial resources so that they can invest on infrastructure (Hausmann, 2019). That helps
to increase beauty of travelling areas. Marketer should assure that they arrange financial
resources.
 Product Development: Expat Explore Travel tries to develop their services so much
efficient that satisfy the customers' need. It is very essential for organisation as it helps in
improving their services that become the reason of attraction.
 Promotion: It is most important function that promotes their services in the global
market. So that they can achieve their target market. Expat Explore Travel is the
company that always focuses on promotion of products and services.
 Listening customers need: It is very important function in which organization try to
listen customers needs. They can be found through internal and outside channel of
company. It can be done through capture information from the sales department of
organisation.
 Brand management: Brand management is one of the important factor that should be
properly managed so that their customers get attract with their name. Every person
thought that the branded products is the best. So it become necessary for organisation that
they create and develop their brand value maximum. Their brand value attract consumers
so that it directly increases the sales of tour packages (Martens and Reiser, 2019).
 Searching marketing tools: Marketing can be applicable effectively only with the help
of marketing tools. One important function is searching best marketing tools so that they
can apply policies and strategies appropriately. It helps in achieving organisational goals
and objectives. Marketing tools are important for organisation as they attain their goals
effectively and give their focus on other important things.