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(PDF) Marketing in Hospitality and Tourism

   

Added on  2020-12-09

14 Pages4253 Words235 Views
Marketing inHospitality
(PDF) Marketing in Hospitality and Tourism_1
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Concepts of marketing .....................................................................................................11.2 Impact of the marketing environment on the travel and tourism industry......................21.3 Evaluate the relevance of consumer markets in the industry...........................................31.4 Rationale for developing different market segments........................................................4TASK 2............................................................................................................................................52.1 Importance of the components of marketing mix.............................................................52.2 Pricing strategies and policies in relation to the industry.................................................6TASK 3............................................................................................................................................63.1 Role of the promotional mix.............................................................................................63.3 Role that sales promotion and public relations play in promotional efforts.....................74.1 Relevance of market research to services industry operations.........................................7TASK 4............................................................................................................................................83.2 Plan an advertising campaign for a services industry operation......................................8Covered In PPT .....................................................................................................................84.2 Market Research...............................................................................................................84.3 Suitability of different media for marketing...................................................................104.4 Implementation of the marketing plan...........................................................................10CONCLUSION .............................................................................................................................11REFERENCES..............................................................................................................................12
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INTRODUCTIONMarketing is identify as an critical process and activities through which enterpriseunderstand the demands and requirements of the clients and then try to fulfil them by renderingthem quality services and products (Bharwani and Jauhari, 2013). It is important part for thehospitality industry in order to attract large number of visitors towards tourism destination,services and products (What Is Hospitality Marketing?, 2018). In this assignment given casestudy is Thomas Cook which is consider as a travel and tourism company located in UnitedKingdom. This report classified into different parts including marketing concepts, PESTAnalysis and its negative and positive impacts on service industry. Components of marketingmix and its importance to the company is also explained in this projects. Role and responsibilityof promotional mix in the organisation is also determined in this assignment. Advertisingcampaign, market research and marketing plan is determined in this study. TASK 11.1 Concepts of marketing Marketing can be outlined as a set protocol for making strong relationship with customersand communicating value to clients in a form that it benefits the business and its stakeholders.Marketing is foremost tool for the travel and tourism sector to maximise their sales and turnoverby providing effective services to the customers. Thomas Cook travel is largest travel and tourism industry across the world. It is asuccessful service sector for their commitment and investment towards giving for their visitors‘A time of their Life’ as well as ‘Value for their money’. Concept of marketing is more valuableand useful for the company to attract various number of customers towards tourism services.This concepts are divided into different parts which are explained as below: Production Concepts: It is used by the Thomas Cook to attract large number of clients byproviding their quality services and products at affordable price (Bowie and Buttle, 2011). Itsupport the company to keep their strong image in the international marketplace. Product Concepts: Thomas cook provide different products and services includingtravelling by cruise/bus, luxury rooms, reasonable prices with motive to attract large number ofcustomers. It is more essential and valuable concepts for the service industry to maximise theirperformance and profitability within predetermined period of time. 1
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Selling Concepts: Thomas Cook use this concepts for selling their tour package in Egyptand Morocco to the customers. Thus, it is valuable part for the company to increase theirprofitability and effectiveness. Marketing Concepts: It is important and significant concepts which help the ThomasCook to maintain strong and long lasting relation with customers. It is an effective process oftransaction and exchange of the services and goods by the organisation (Chan and Guillet,2011). In this business apply different kind of promotional mix including advertisement and salespromotions by using banners, posters and many other. 1.2 Impact of the marketing environment on the travel and tourism industryThomas Cook is planning in order to offer their new package to its visitors for travelingbeautiful destination like Morocco. Thus, it is essential for service industry to study the differentfactors including micro and macro factors that effects on the working or functioning ofenterprise. (Source: Macro and Micro factor, 2018)2Illustration 1: Macro and Micro factor
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