Marketing Essentials for Travel & Tourism

Marketing
Essentials for
Travel &
Tourism

Contents
INTRODUCTION...........................................................................................................................................3
Roles and Responsibilities of marketing function....................................................................................3
Relation of roles and responsibilities of marketing in a wider organizational context............................4
Application of marketing mix...................................................................................................................5
Marketing plan........................................................................................................................................7
CONCLUSION...............................................................................................................................................9
REFERENCES..............................................................................................................................................10

INTRODUCTION
Marketing is a study of analysis of different types of needs and wants of the customers
and providing them different types of products and services accordingly (Bao, 2018). It can help
in travel and tourism because travel & tourism organizations are required to use marketing to
reach their customers and clients. For this report, Cox & Kings Travel has been chosen. It is a
widely-known travel company which is headquartered in London, United Kingdom. In this
assignment, detailed focus will be made on explanation of the role of marketing and its
interrelationship with different functions, comparison of ways in which tourism organizations
can make use of marketing mix. Additionally, development of a basic marketing plan for
meeting goals and objectives will also be discussed as a part of this project.
Roles and Responsibilities of marketing function
There are different types of roles and responsibilities which marketing function plays
within an organization. These are explained as follows-
 Reaching the customers- The primary role as well as responsibility of marketing
function is to make sure that the products and services of an organization are able to
reach the customers (Dileep and Mathew, 2017). In the context of Cox & Kings, it is
important that its marketing department can play this role with precision. This will enable
it to reach more customers in the market which will help it in realizing its aim of
maximization of profits.
 Market research- The marketing department of any company needs to conduct a
detailed and extensive market research. Doing so will help it in knowing the various
types of parameters which can be used to satisfy the needs and demands of the customers.
For Cox & Kings, this is crucial as this will help it in targeting the right base of
customers through which higher level of profits can be earned easily.
 Product development- The marketing department makes sure that it is able to develop
the different types of products or services which are provided by a firm in the market. By
doing so it can find out various significant areas where the necessary improvements can
be made by the companies. Therefore the managers of Cox & Kings can take the
necessary steps so that they can develop their products and services for the market and
can achieve their goals and objectives set for the future time period to attain a strategic
edge over the competitors.
 Communication- It is role and responsibility of marketing department of an organization
to communicate with the customers and make them aware about the products and
services of the company. For the management of Cox & Kings it is necessary that it is
able to use the marketing function to communicate whenever required with the customers