Marketing in Hospitality

MARKETING IN
HOSPITALITY
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Table of Contents
TASK 1...............................................................................................................................................3
1.1 Concepts of marketing.............................................................................................................3
1.2 Impact of marketing environment on the industry...................................................................4
1.3 Evaluation of consumer markets..............................................................................................5
1.4 Rationale for developing various market segments.................................................................6
TASK 2...............................................................................................................................................6
2.1 Define the significance of components of marketing mix.......................................................6
2.2 Pricing strategies and policies relating to Thomas cook .........................................................8
TASK 3...............................................................................................................................................8
AC 3.3 Role of sales promotion and public relations in promotional efforts:...............................8
AC 4.1 Relevance of market research ...........................................................................................9
TASK 4.............................................................................................................................................10
AC 3.2 An advertising campaign for service industry operation.................................................10
AC 4.2 Market Research for a service:........................................................................................10
Secondary Research:....................................................................................................................11
AC 4.3 Different media for marketing.........................................................................................11
AC 4.4 Implementation of marketing plan..................................................................................11
CONCLUSION:...............................................................................................................................11
REFERENCES.................................................................................................................................12
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INTRODUCTION
In the hospitality sector, marketing is very significant activity by which organisation
can promote and advertise its product and service in the market and influence customer for
purchasing. Marketing is a systematic procedure by which goods and services transfer from
organisation to customers. IT includes several activities such as product development,
determination of price, selection of distribution channels, implementation of promotional
strategies etc. The current report discuss the several concepts of marketing and impact of
marketing environment on the industry. In addition to this, significance of the components
of marketing mix with respect of Thomas cook has been also addressed in this report. It is
the British global travel corporation listed on the London stock exchange which serves
various travel and tourisms services to its customers.
TASK 1
1.1 Concepts of marketing
Marketing concept helps to organisation to understand actual requirement of
customers and make efforts to satisfy them. With help of this company can easily meet
requirement of customers by deliver appropriate commodity. In the context of Thomas
cook its main business purpose is to become number one travel and tourism organisation
by deliver high quality of services and facilities (Kotler, Bowen and Makens, 2014). In
order to meet this objective, corporation have to focus on several concepts of marketing
which are discussed below-1. Social marketing concept- As per this social marketing concept, effective and
healthy customer relationship management is very significance within organisation.2. Marketing concepts- As per this concept, organisation must acknowledge actual
demand of buyers regarding commodity and services. For develop strong brand
image in the market, customer satisfaction is very significant.3. Product concept- As per the product concept, customers always requires high
quality and innovative commodities so company should focus on high quality,
innovative and effective product and services.
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4. Selling concept- As per this concept, company should effectively promote and
advertise product and services in the market. In order to earn maximum profitability,
Thomas cook should effectively advertise and promote commodity in the market.
1.2 Impact of marketing environment on the industry
For sustain in the competitive business environment for long time, it is very
important to consider several elements of marketing environment. Micro and macro are
major two marketing environment that can influence performance and business activities of
organisation (Gilbert, 2015). In the Thomas cook, organisation must focus on the several
elements which are discussed below-
Macro environment4. Political- This is major element of marketing environment that includes
governmental regulation, code of conduct, taxation policies, practices etc. At the
time of business operation, Thomas cook should consider political factor so as it can
securely carry out its activities and business operation.
5. Social and cultural- This factor is related to customer preferences, taste, life style,
background, culture, social value, norms etc. In order to meet customer
requirements and earn maximum profitability, organisation must consider this
element of marketing environment.
6. Technological- In the present time, there are huge changes occurs in the technology
that directly affect marketing activities within travel and tourism sector. Thomas
cook must adopt updated and advanced technology that helps to business entity in
increasing its performance.
7. Demographical factor- This factor includes age, gender, education, income level,
occupation etc. For carry out business operation in smooth manner, company must
consider several aspects of demographics so as it can fulfil actual requirement of
customers.
Micro environment
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