Marketing in Hospitality Industry

MARKETING IN
HOSPITALITY INDUSTRY

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Concept of marketing in relevant services industry.........................................................1
1.2 Impact of marketing environment on industry.................................................................3
1.3 Relevance of consumer market in the industry................................................................4
1.4 Rationale for developing different market segment.........................................................4
TASK 2............................................................................................................................................4
2.1 Importance of components of marketing mix to the industry..........................................4
2.2 Pricing strategies and policies in relation to the industry.................................................5
TASK 3............................................................................................................................................5
3.1 Role of promotional mix..................................................................................................5
3.3 Role that sales promotion and public relations play in promotional efforts.....................6
4.1 Relevance of market research to service industry operations..........................................7
TASK 4............................................................................................................................................7
3.2 Plan of advertisement campaign.......................................................................................7
4.2 Market research for appropriate product and service.......................................................7
4.3 Suitability of different media for marketing of appropriate product or services..............9
4.4 Implementation of marketing plan for product and services..........................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Hospitality industry considers several operations and functions to perform different
activities. Furthermore, there are several tools and techniques also determines so that businesses
able to fulfil their customer demand and requirement easily. Marketing activities develop
through advertisement, public relations, personal selling, etc. (Tsai, Dev and Chintagunta, 2015).
Present study is based on Thomas Cook Group which deals in hospitality sector and
provides services of travelling, accommodation, bookings, etc. In respect to focus on insight
information towards business, it covers different marketing concepts. Furthermore, it assists to
analyse consumer’s market to develop relevant information. Moreover, it helps to analyse
promotional mix. At last, it covers Market researches towards appropriate product and services
in chosen business.
TASK 1
1.1 Concept of marketing in relevant services industry
In respect to focus on different concepts of marketing, following elements are included:
 Production Concept: Production concept is the oldest one in which customers focus
on those products which are available in market. Therefore, these kinds of products
are not so much expensive like tickets of train and bus (Romenti, Minazzi, and
Murtarelli, 2015).
 Product Concept: According to this concept, customer mainly focuses on quality and
innovative characteristics. Therefore, manager focuses on making superior quality of
products and services.
 Selling Concept: According to this concept, enterprise deals in products which give
them more profits and revenue. They are not considers market demand and
requirement.
 Marketing Concept: In this way, each business making challenge to compete with
other organisations. With the help of plan, they communicate their program in whole
market.
 Societal Marketing Concept: In this concept, organisational elements consider
needs, demands and interests which help to deliver customer satisfaction. For