Marketing Management: Creating Long-Term Loyalty and Driving Business Growth

This article discusses the importance of marketing management in creating long-term loyalty to an organization and driving business growth. It explores how marketing activities help in building relationships with customers and attracting a large customer base. The article also highlights the role of target marketing using integrated marketing channels in driving business growth. It emphasizes the need for segmenting the market and positioning products based on customer characteristics. The case study of the Australian Tourist Commission is used to illustrate the application of marketing strategies in the travel and tourism industry.

Marketing
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. How marketing can create long term loyalty to an organisation within different market......1
2. How target marketing using integrated marketing channel can drive business growth..........3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing management involves activities as well as functions which included within
distribution of products and services. Moreover (Kotler and et. al., 2018). It is process of
analysing, planning, implementing and controlling programmes which are designed for bringing
desired changes in market to accomplish objectives of business.
Marketing management gained importance within meeting increasing competition as well
as the need for improved distribution method to reduce cost and for enhancing profit. Moreover,
within commercial and business enterprise function related to marketing management playing
important role (Deepak and Jeyakumar, 2019). There are several importance such as to introduce
new product in market, enhancing production of existing product, reduction in sales and
distribution cost, export market and many more. In addition to this, marketing play important
role for an business firm as it help in building relation with customer's. Marketing involve
advertising, selling and delivery of product to customer or business. In simple term it is the
process which company implement for promoting the buying or selling of goods or services.
Australia become an desirable destination of holidays for UK travellers because of
diversity as an travel destination, outback, rainforests, lifestyle in city, beaches and many other
destinations. For Australia, United Kingdom is 3rd largest source of visitors behind New Zealand
as well as Japan. Moreover, travel and tourism industry is one of the largest sector in recent era
and having wide impact on economy (Chernev, 2018). As respective sector is providing job
opportunities to several people and result in reduced unemployment ratio.
Market segmentation is the procedure in which potential customers are divided within
group, segment as well as on the basis of characteristics. Moreover, segment which create by an
organisation is composed of consumers who will respond in same manner as marketing strategy
and who share traits like needs, location and same interests.
This report will going to conduct discussion about marketing and how it will create long
term loyalty for organisation (Bagozzi and et. al., 2018). In addition to this, target market will
explain by using integrated marketing channel for explaining how it will drive business growth.
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MAIN BODY
1. How marketing can create long term loyalty to an organisation within different market
Marketing is the process which an organisation undertake for promoting selling as well as
purchasing of their products or services (Müller and et. al., 2018). It involves advertising, selling
as well as delivering product to customers or other business. For an organisation, it is important
to conduct marketing as it help in building relation with customer's. Moreover, activities conduct
through marketing provide assistance to company in attracting large number of existing as well
as potential customer's (Kotabe, 2020). It also help in gaining loyalty of customer's as it is not
one of the thing as well as every brand need to focus on integrated plan which retain their best
customer's. This is simply known as customer loyalty program it involves providing free
merchandise, easy access to sales, coupons and products.
The Australian Tourist Commission (ATC) was established in 1967 for promoting
Australia as international tourism destination. Mission of ATC says that “We promote Australia
at international level for developing sustainable advantage for tourism industry and also for
benefit of all Australians.” This can be possible only when ATC make their customer loyal for
this purpose several marketing strategies has been implemented by ATC (Chang, Wang and
Arnett, 2018). Explanation of these are as follows :-
Meeting needs of younger travellers – Job of an marketer is to understand attitude of
consumer's towards products and translated their support or interest within some action (Johnsen,
2018). When ATC convert interest expressed by consumer's in visiting Australia within actual
visitation help in understanding need of travellers. Moreover, Australia is safe destination for the
youngster who are travelling first time but for this target segment primary motivation is
adventure. Because youngsters are more found of travelling now a days because they love to
explore new places, culture and many more. Thus, meeting need of young travellers provide
assistance to Australia in attracting large number of peoples towards their destinations.
Marketing strategy – Australian Tourist Commission marketing strategy include both
trade marketing to company and consumer marketing directly to travellers. Like ATC started
working with tour operators such as airlines as well as also with other companies which are
seeking for entering within Australian market based in United Kingdom. While developing such
opportunities Australian Tourist Commission produce consumer publication which work as
major tool for providing information to consumer's (Gölgeci and Kuivalainen, 2020).
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Targeting younger travellers – Marketing practices start with clear audience in their
mind. ATC has been targeting youth market for which they have to develop message which
induced proper response (Hüttner, 2018). Major aim of this communication process is not to
think about visiting Australia but they have to take decision about it. This communication aspect
involve several elements which provide assistance in approach youngsters such as City life,
party, events, beaches, sport facilities, food, wine and many more.
Working Holiday visas – Aim of Australia working holiday maker is to promote
international understanding by allowing people to experience culture of other nations. Most of
the people like to explore new culture, place and also like to meet new peoples. Thus, for ATC it
will be easy to attract large number of people (Olson and et. al., 2018).
In addition to this, marketing play important role for an business firm as it help in
building relation with customer's. Marketing involve advertising, selling and delivery of product
to customer or business. In simple term it is the process which company implement for
promoting the buying or selling of goods or services.
2. How target marketing using integrated marketing channel can drive business growth
ATC target market for approaching people with the motive of increasing travellers in
Australia. Here, target market is related to particular and well defined segment of consumers in
the business serviceable market to which company want to sell their product or services directly.
The Australian Tourist Commission (ATC) target market are as follows :-
 Segment – ATC break down their consumer's within specific market segment i.e.,
independent adventures whose age group is 25 to 34 as their primary market (Gaul and
Baier, 2019). Along with this, their secondary market is of young independent travellers
of 18 to 24 years as well as also independent adventures of 45 to 65 age group. For an
organisation it is essential to segment their customer's in proper manner because it will
provide them assistance in fulfilling their needs as well as demand within affective
manner.
 Targeting – Marketing mix targets certain segment and then devise particular package
for every type of segment. For instance, YIT are the single students who travel by making
their arrangements by themselves. Moreover, many of them are on gap year who travel
by their own or with family (Di Benedetto and Lindgreen, 2018). YIT see themselves as
an travellers who travel for gaining experience rather than the people who travel for sigh
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seeing and low price products which includes bus passes, sport activities, adventure,
hostel accommodation and many more.
 Positioning – It is the way in which company consider customer's thought as well as
perception while placing product within particular market segment (Morrison, 2018).
Within this, for positioning product is Australia as well as market is travel related to
travelling experience. This target market don't have much funds for travelling as they
generally book arrangement of ground level in Australia.
Integrated marketing is an approach of creating a unified as well as seamless experience for
customer's for interacting with brand (Iankova and et. al., 2019). It include aspects of marketing
communication such as advertising, sales promotion, direct marketing, social media and many
more. For targeting customer's or market ATC use integrated marketing approaches for attracting
large number of customer's. Because these are the best approaches through which building
relation with travellers will be easy and they can easily attract large number of people in
effective manner. ATC target market for approaching people with the motive of increasing
travellers in Australia. Here, target market is related to particular and well defined segment of
consumers in the business serviceable market to which company want to sell their product or
services directly. Furthermore, for every company it is essential to segment their market because
it provide assistance in dividing customer within group, and segment on the basis of
characteristics. Moreover, segment which create by an organisation is composed of consumers
who will respond in same manner as marketing strategy and who share traits like needs, location
and same interests.
CONCLUSION
After going through above discussion it has been summarised that, for an organisation
management of marketing practices is important. Because it help company in approaching their
existing as well as potential customer's in effective manner (Moutinho and Vargas-Sanchez,
2018). Thus, It is process of analysing, planning, implementing and controlling programmes
which are designed for bringing desired changes in market to accomplish objectives of business.
Moreover, For UK travellers now a days Australia become an desirable destination
because it involve travel destination, outback, rainforests, lifestyle in city, beaches and many
other destinations (Dogu and Albayrak, 2018). Apart from this, it has been also analysed that
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travel and tourism is wide sector in today's business environment. Along with this, respective
industry have its wide impact on economy as it providing job opportunities to several people.
Furthermore, for every company it is essential to segment their market because it provide
assistance in dividing customer within group, and segment on the basis of characteristics
(Gregory, Ngo and Karavdic, 2019). Moreover, segment which create by an organisation is
composed of consumers who will respond in same manner as marketing strategy and who share
traits like needs, location and same interests.
In addition to this, marketing play important role for an business firm as it help in
building relation with customer's. Marketing involve advertising, selling and delivery of product
to customer or business (Hua, 2019). In simple term it is the process which company implement
for promoting the buying or selling of goods or services.
Along with this, marketing provide assistance to company in making their customer loyal
(Wang and et. al., 2019). Moreover, target marketing uses with integrated marketing channel
result in growth of business. Thus, it is important for business to conduct marketing in effective
manner because it help in enhancing customer base.
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REFERENCES
Books and Journals
Bagozzi, R.P and et. al., 2018. Marketing-Management. Walter de Gruyter GmbH & Co KG.
Chang, Y., Wang, X. and Arnett, D.B., 2018. Enhancing firm performance: The role of brand
orientation in business-to-business marketing. Industrial Marketing Management. 72.
pp.17-25.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Di Benedetto, C.A. and Lindgreen, A., 2018. The emergence of Industrial Marketing
Management as the leading academic journal in business-to-business
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Dogu, E. and Albayrak, Y.E., 2018. Criteria evaluation for pricing decisions in strategic
marketing management using an intuitionistic cognitive map approach. Soft
Computing. 22(15). pp.4989-5005.
Gaul, W. and Baier, D., 2019. Marktforschung und Marketing Management: Computerbasierte
Entscheidungsunterstützung. Walter de Gruyter GmbH & Co KG.
Gölgeci, I. and Kuivalainen, O., 2020. Does social capital matter for supply chain resilience? The
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Gregory, G.D., Ngo, L.V. and Karavdic, M., 2019. Developing e-commerce marketing
capabilities and efficiencies for enhanced performance in business-to-business export
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Hua, H., 2019. Mobile marketing management: Case studies from successful practices. CRC
Press.
Hüttner, M., 2018. Marketing-Management: allgemein-sektoral-international. Walter de Gruyter
GmbH & Co KG.
Iankova, S and et. al., 2019. A comparison of social media marketing between B2B, B2C and
mixed business models. Industrial Marketing Management, 81, pp.169-179.
Johnsen, T.E., 2018. Purchasing and supply management in an industrial marketing
perspective. Industrial Marketing Management. 69. pp.91-97.
Kotabe, M.M., 2020. Global marketing management. John Wiley & Sons.
Kotler, P and et. al., 2018. Marketing management: an Asian perspective. Pearson.
Morrison, A.M., 2018. Marketing and managing tourism destinations. Routledge.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
Müller, J.M and et. al., 2018. Digital, Social Media, and Mobile Marketing in industrial buying:
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Olson, E.M and et. al., 2018. The application of human resource management policies within the
marketing organization: The impact on business and marketing strategy
implementation. Industrial Marketing Management. 69. pp.62-73.
Wang, W.L and et. al., 2019. B2B content marketing for professional services: In-person versus
digital contacts. Industrial marketing management. 81. pp.160-168.
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