Hospitality Marketing Assignment

MARKETING IN
HOSPITALITY

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
Concepts of marketing ...........................................................................................................1
1.2 Explaining the impact of marketing environment ...........................................................2
1.3 Relevance of consumer market in hospitality sector........................................................3
1.4 Explaining the reasons of developing different segments................................................3
TASK 2............................................................................................................................................4
2.1 Marketing mix components and its importance ..............................................................4
2.2 Different pricing strategies and policies suitable for company........................................5
TASK 3............................................................................................................................................5
3.1 Role of promotional mix .................................................................................................5
3.3 Sales promotion and public relation play an important role............................................6
TASK 4 .........................................................................................................................................7
4.1 importance of market research in hospitality industry.....................................................7
3.2 planning advertising campaign for service industry.........................................................8
4.3 different media marketing for appropriate product or service .........................................8
4.4 implementation of marketing plan....................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing is all vast concept and not limited to selling only . Firm takes care of consumer
satisfaction. Thomas Cook tours and travels is one of the largest group which is providing
services of tours in world (Tresidder, 2015). It provides packages of holidays in different ranges.
Company's success depends upon the quality of services provided by them. Current assignment
will cover concepts of marketing and its importance in hospitality industry. It will describe the
effect of micro and macro factors on marketing environment. Study will emphasise on the need
for developing various segments and marketing mix importance with its components.
Furthermore, report will explain pricing strategies followed by company, role of promotional
mix and its functions with reference to Thomas Cook.
TASK 1
Concepts of marketing
There are five concepts of marketing which are -
 Production concept - In this concept, customer will choose that product which are in the
budget of consumer . The importance of this concept is that , it is of low cost and used by
all class of people. For example parley G which is available in all sizes with basic price.
 Product concept - This concept refers regular improvement in the product and It
includes quality, quantity as well . Consumers always like the product with some new
features. This is important because without adding the new features, entity can’t retain
customers (Goffnett, Lepisto and Hayes, 2016).
 Selling concept - It means selling product with satisfaction of consumers. Company
follows various techniques to sell the product. It is a common method which is followed
in company. There focus is on sales of the product , not in customer wants. This is
important because company has to sell the products which they are making.
 Marketing concept - It refers to selling the product with consent of consumers. Under
this, firm retains customers by providing quality services. The brand of the product is
established and that's why customers are retained.
 Societal marketing concept – It means to fulfilling all the responsibilities towards
society while working. This is necessary because every organisation is engaged in
earning profit and ignoring the environment (Bowen and Baloglu, 2015).

Marketing concept which is best for Thomas Cook is product concept because by
making regular improvement in product firm can retain customers well. It will more attract
clients .
1.2 Explaining the impact of marketing environment
There are many factors which are micro and macro. Some they are
Illustration 1: Macro factors
Source: (Six Microenvironmental Factors That Affect Businesses, 2018)
 Suppliers - the supplier is one who is supplying the material to the company. They are
core part and having the abilities to hold the company because they are the only supplier.
Its effect is very much if the supplier is not doing the work then our product is not
distributed to retail shops.
 Customers – the customers are those who purchase the product. Their impact is huge,
without them firm can't make right kind of product and not able to satisfy consumers. The
firm (Six Microenvironmental Factors That Affect Businesses, 2018).
 Technological factors – if right kind of technology is not used then it will affect
marketing part of it. There is regular breakdown s then company has to suffer loss.
 Demographic factors - before opening the factory person should consider all the factors
like region, age, education level, cultural factors, etc. All these factors affect the business
very much. If people are not educated or cultural difference are there then it directly
affect the sales part.
 Economic factors - if the condition of recession is prevailing then it is not right time to
launch or start something new. Economic factors affect the marketing. People not having
enough budget at this time.