Marketing Concepts in Hospitality Industry

Marketing and Hospitality
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Various concepts of marketing in hospitality industry.....................................................1
1.2 impact of marketing on micro and macro factors ...........................................................1
1.3 Relevance of consumer market with the advantages and limitations .............................3
1.4 Discussing the rational for developing different market segments ..............................4
TASK 2............................................................................................................................................5
2.1 use of marketing mix in the context of hospitality industry............................................5
2.2 pricing strategies which is used in the hospitality industry..............................................6
TASK 3............................................................................................................................................6
3.1 Role of the promotional mix in the Thomas cook ...........................................................6
3.3 a )Explaining the role of the sales promotion and public relation play significant effect on
the promotional effort.............................................................................................................7
b )Five ways through which public relation can be used as the promotional tool in hospitality
industry ..................................................................................................................................8
4.1 importance of market research in the service industry operations...................................8
TASK 4............................................................................................................................................9
3.2 Planning an advertisement campaign for the service industry operation ......................9
4.2 market research for the appropriate product or service ................................................10
4.3 Suitability of different media for marketing of the product and service......................11
4.4 Evaluation and implementation of marketing plan of appropriate product or service...11
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is important in all the fields. In this business or hotel , marketing is equally
important. Under this report, Thomas Cook is considered. It will study about various marketing
concepts applied in a hotel. It will study the impact of marketing environment on the hospitality
industry. this will tell about importance of consumer market on industry. It report will explain
about rational for developing different market segments. It will illustrate about the components
of marketing mix. Furthermore, it will define about pricing strategies and policies. It will
explain about the role of promotional mix.
TASK 1
1.1 Various concepts of marketing in hospitality industry
Marketing is wide concept which is not limited up to buying and selling of product and
services. There are 5 marketing concepts which are used as follows:
 Production concept this tells about selling concept at lower costs. Under this,
products are sold at affordable prices that are attracting the all types of the customers.
More customers will come to buy product because of availability of product.
 Product concept - under this quality of goods matters only. By making continuous
improvement in product, client will buy goods because of new thing prevailing in
product (Lalvani and et.al. ).
 Marketing concept - main motive is to sell products on basis of the customer
satisfaction. All the decision are taken on the basis of requirement of the customer.
 Selling concept - in this selling of the products which are made but not taken care of the
demands of the consumers.
 Societal concept - this concept tells about fulfilling responsibility towards society. It
includes many activities that are placing dustbins, planting trees etc.
1.2 impact of marketing on micro and macro factors
Micro factors are: suppliers, competitors, public. Macro factors include: demographic,
political, social and cultural factors.
Micro factors
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Suppliers - he is the main part of the business and without him raw materials is not supplied in
the firm. If he is not supply material to the company then work in the factory will be more
affected.
Customers- they are the main part of business. Products are made for them only. He/she is the
only one who is buying goods. If he will not purchase the goods in that case firm will be the loss.
Competitors - this have the main impact on the organisation. Both the firms are selling similar
products but the pricing and various strategies are different. Its impact on the business is
significant.
Macro
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illustration 1: Macro and Micro Factors
(Source: The Impact of Micro and Macro Environment,2018)
Demographic - it includes age, education level and cultural characteristics. It will affect the
sales of product. If a firm is unable to make goods according to customer then it will occur loss.
Political - in this where business is set up where political changes are more so in that case it will
affect the firm. Rules and regulation are strict in that case firm will not be able to work in that
environment.
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