Roles and Responsibilities of Marketing Function in Tourism Sector

This presentation discusses the roles and responsibilities of the marketing function in the tourism sector, using Thomas Cook as an example. It covers topics such as marketing strategies, market research, marketing campaigns, and the interrelation between marketing and other departments. The presentation is relevant for students studying marketing essentials in the travel and tourism sector.

Marketing Essentials

Table of Content
Introduction
Roles and responsibilities of marketing function
Roles and Responsibilities of marketing function in marketing environment of tourism
sector
Interrelation between marketing and other departments
Conclusion
References

Introduction
Marketing is defined as the procedure concerned with development of healthy relations
with clients. It can be seen as the tactics and strategies applied by the corporation to
persuade the purchase behavior of consumers to make them undergo a purchase. This
PPT is based upon Thomas Cook which is an entity operating within Travel and
Tourism sector, having its headquarters situated in United Kingdom.

Roles and responsibilities of marketing function
The marketing function of Thomas Cook holds a number of roles and responsibilities
which are key to accomplishment of organizational goals in stipulated course of time.
Marketing Strategy: The marketing function within Thomas Cook is responsible for the
selection as well as application of sound marketing strategies so as to inflate the existing
market standing and loyal customer base.
Market Research: With the help of market research, Thomas Cook is able to identify
lucrative marketing opportunities that can render aid to the corporation in meeting the
demands of customers, thereby gaining high satisfaction from them.

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Stipulation of marketing campaigns: This is one of the most crucial roles and
responsibilities of marketing which is associated with the development of
marketing campaigns in order to reach out to a larger base of people at any point of
time. With the stipulation of extensive marketing campaigns, Thomas Cook is able
to effectively captivate the attention of people towards the tour packages offered
by entity, thus inflating the existing sales volume.

Roles and Responsibilities of marketing function in
marketing environment of tourism sector
Marketing function holds a number of roles and
responsibilities within the organizational context of
Thomas Cook. These are briefly described below:-
Marketing Information System (MKIS): The marketing
function of Thomas Cook utilizes this approach as a key
marketing tool to transmit essential data among staff.

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Market segmentation: This is acknowledged to be yet another important role that is
performed by the marketing function of Thomas Cook. Hereby, the division of population
of a country is done by entity on certain basis. This is done by the respective organisation
with an aim to ascertain its target market and thus effectively position organizational
offerings among them.

Interrelation between Marketing and other functions
Marketing being one of the most essential functions of an organisation interacts with the
other functions of business to facilitate smoother flow of operations. This interrelation is
focused upon the achievement of marketing objectives in short run and the
accomplishment of organizational goal in the long run. Thomas Cook utilizes the
interrelation of marketing with other functions to attain growth and inflate profits of
entity.

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Marketing and Finance department: Marketing unit procures funds from finance
department in order to carry out various types of promotional and advertising activities.
The respective department utilizes the money to carry out market research and thereby
identify potential market segments which can be prosperous for entity to target. Further,
finance department develops the financial budget for marketing function which has to be
complied with, by marketing department to ensure that the cost of marketing activities does
not exceed the limit stipulated in budget. Both of these functions work in coordination with
each other in order to effectively gain the attention of large audience.

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Marketing and Production department: Production department within an entity is
engaged in manufacturing of products and services. The marketing unit within Thomas
Cook carries out marketing research with a view to gain knowledge about the
preferences and demands of customers. Also, the execution of marketing research
assists an entity in ascertainment of the key trends and strategies exploited by rival
firms. Marketing delivers this information to production department in Thomas Cook
so that it can develop tourism services in accordance with needs and wants of market.

Conclusion
It is concluded that marketing is an essential component of an entity as it helps the
corporation in reaching its target audience and persuading them to make a purchase. This
business unit holds a number of roles and responsibilities such as development of
marketing campaigns, marketing strategy and conduction of marketing research. It is also
acknowledged that marketing departments works in coordination with other business
functions in order to facilitate smooth flow of business operations.

References
Marin-Pantelescu, A. and et. al., 2019. Role of Tour Operators and Travel Agencies in
Promoting Sustainable Tourism. Amfiteatru Economic, 21(52), pp.654-669.
SHENGNAN, Y. and Nedelea, A.M., 2019. THOMAS COOK UK TOURISM
INDUSTRY, THE 2ND LARGEST TRAVEL AGENCY IN EUROPE. Ecoforum
Journal, 8(2).

Thank You!!!