Role and Responsibilities of Marketing Function in Travel and Tourism Industry

Marketing Essentials
for Travel and Tourism

Table of Contents
INTRODUCTION...........................................................................................................................2
MAIN BODY ..................................................................................................................................2
TASK 1............................................................................................................................................2
P1 Explain the main role and responsibilities of marketing function within a tourism industry.
.....................................................................................................................................................2
P2) Describe the roles and responsibility of marketing functions which is interrelated in wider
organisational aspect...................................................................................................................4
TASK 2............................................................................................................................................6
P3) Differentiate between various elements of marketing mix in order to achieved objective of
company......................................................................................................................................6
TASK 4............................................................................................................................................9
P4) Examine and development of marketing plan for travel counsellors in order to achieve
organisational objectives.............................................................................................................9
CONCLUSION .............................................................................................................................11
REFERNCES.................................................................................................................................12

INTRODUCTION
Marketing refers to all those activities and functions which is performed by the
management team of company in order to meet demands and requirement of
consumers. Marketing is considered to be core business function that is carried out by
each organisation so in order to promote their business function effectively. This report
is based on travel and tourism industry which is travel counsellor. It is founded by the
David Speakman in year 1994. It is well known company for their business function in
UK (Cluley, 2018). This company operates its business at marketplace of London along
with it they serves their service globally. In this report role, & responsibility of marking
function is discussed as well as comparison between two firm of tour and travel is
carried out on the basis of marketing mix. Apart from this it will explains how
relationship of different business unit with marketing department is important.
Additionally, in this report marketing plan for Travel counsellor is developed so that it will
aids management team to fulfil their business operation.
MAIN BODY
TASK 1
P1 Explain the main role and responsibilities of marketing function within a tourism
industry.
The term marketing refers to an effective process which make sure that each and
every prospective becomes acquainted to the services that is offered by an organisation
to them. For the same, management team of company need to opt some effective
strategies for promotion in order to retain and attract ample numbers of consumer
towards their services for larger period of time. In order to perform business operation in
effective manner, management team of travel counsellors need to considered some
marking concepts. In which some of marking concepts are as follows :
Production concept: It is an approach by which an organisation can enhance its
provision by reducing their cost (Tariq, 2017). As well as it has also defines that those
company who are more focused towards production process also believes in scale of
economies hence with the aids of mas production overall cost of production will be
decreases with the enhancement of profitability. In today's world, management team of

any company is more focused in offering good quality of product or services in order to
grab large number of people.
Selling concept: Main motive of every organisation is to earn profit by selling
their product or service in aggressive manner. Their motive is not only selling product
but also maintain their relationship with buyers in order to retain them. Management
team of company need to improve their strategies on continuously basis related with the
services as consumer have alternative option too (Suuronen, 2016).
Societal marketing concept : In this approach firm opt some those methods
which gives benefits to both company and society. Their main motive of organisation in
this methods is to create consumers and society by providing services to them. This
function of company is also same for long period of time because they are running their
business for the betterment of company.
Product concept- this is totally based on assumption as prospective prefer high
quality service that becomes expensive in cost. As well as management team of travel
counsellor need to introduce innovative and creative services in order to attract and
influence huge number of people for their services. Along with this they need to provide
some offer also so that people get influence towards their services.
Marketing concept – In this consumer is the primary focus of company in order
to fulfil their needs and demands. In which company need to promote their service or
product. For which the concept of company remain same as consumers are the king
and manufacturing of products is carried out on the basis of their wants and desires in
order to satisfy them (Sattigeri, 2019).
Beside that, there are many roles and responsibility of marketing function within
travel counsellors that are obstinate below:
Market research- At this point, managers of company need to do research about
preferences, trends and demands of consumer. This is the main part of any marketing
function as this will assist them to make strategies and plan according to the needs of
consumers. In this company needs to hire some specialist for carrying out research in
an appropriate way. In relation with the travel counsellors, the role of marking managers
is to carried out some research for gathering information about marking in effective