Applying Marketing Principles: A Detailed Analysis of Flight Centre

This essay provides an analysis of Flight Centre's marketing strategies, focusing on the application of the marketing mix elements: product, price, promotion, place, people, process, and physical evidence. It discusses the importance of marketing for Flight Centre in terms of gaining market share, strengthening brand reputation, and facilitating market development. The essay also reflects on how the study of marketing has transformed the author's perception, emphasizing the broader strategic objectives beyond just sales increment. Additionally, it includes a peer review, suggesting improvements such as using more recent academic publications and relating each marketing concept more directly to Flight Centre. Desklib offers a platform to explore more solved assignments and study resources.

Running Head: MARKETING 1
Marketing
By
University Affiliation
Date

MARKETING 2
This Assignment uses Flight Centre as the organization of choice. Flight Centre offers a
wide range of agency services which include the following; flight airfares, holiday/ vacation,
hotel and accommodation, car hire, cruises, tours, European rail passes, travel insurance,
destination information, travel advice, visa, and foreign currency requirements (Flight Centre,
2019).
Question A
Product: this refers to any tangible or intangible commodity that satisfies the needs of the
customers and thus a merchant offers it for sale (Khan, 2014). At Flight Centre the products are
the various services that the organization offers.
Price: it refers to what the customers are willing and able to pay to get the product at a
particular time (Al Muala & Al Qurneh, 2012). At Flight Centre the price is the charges that
customers pay to acquire various services.
Promotion: refers to the various ways that the merchant uses to communicate about the
product to the customers (Al Muala & Al Qurneh, 2012). Flight Centre uses its website as one
way of products promotion.
Place: refers to locations where potential customers can easily access the product (Khan,
2014). Flight Centre has offices in various countries across the world.
People: refers to the human resource who make it possible for the organization to
produce, distribute and sell the products (Al Muala & Al Qurneh, 2012).
Process: this relates to how the service is delivered or offered to the consumer (Al Muala
& Al Qurneh, 2012). At Flight Centre this includes how consultants attend to clients.

MARKETING 3
Physical evidence: refers to the physical element of a service even if not tangible (Al
Muala & Al Qurneh, 2012). At Flight Centre such evidence may include an air travel ticket.
According to Fanning (2018), all marketing activities focus on achieving three main
goals which are; financial goals that relate to increasing revenue and reducing cost, strategic
goals which relate to achieving wider market share, and communication goals which relate to
informing customers about the product.
Question B
Market is vital to Flight Centre due to various reasons which include: to gain a wider
market share and overcome competitors who include other travel agencies and airlines which sell
tickets directly to customers. This play a major role in increasing the organization’s sales and
profitability (Fanning, 2018). Secondly, to strengthen the brand reputation of the company thus
making it to be preferred to many customers. Thirdly, marketing facilitates market development
and growth through reaching-out to new geographical markets and new market segments
(Fanning, 2018). Fourth, marketing helps Flight Centre to inform potential customers about the
wide range of services that they offer (Fanning, 2018).
Question C
The subject and the insights gotten from the subject have greatly transformed my
perception of marketing in the sense that; previously before learning this subject, I perceived
marketing as a tool that organizations use to achieve only one objective which is sales increment.
However this subject has given me a broad perspective of marketing which includes;
understanding that the focus of marketing is not only on increasing sales but also on achieving
strategic objectives and managing customer relationships, among others (Fanning, 2018).

MARKETING 4
Secondly, marketing involves a well-planned and organized approach in order to ensure that the
strategy adopted is the most suitable for the particular market. Thirdly, marketing involves
understanding the various market players (Fanning, 2018).
Response to Peers Work
Part B and C of the work are good because you have discussed the importance of
marketing to your organization or product of choice and you have also discussed how the
learnings from the subject have greatly changed your understanding or perception of marketing.
However there are several issues that require rectification, they include; some of the work cited
is very old. It is recommended that you use academic publications which are not more than ten
years old. Secondly, in part A it would have been better if you related each marketing concept to
your organization or product of choice.

MARKETING 5
References
Al Muala, A., & Al Qurneh, M. (2012). Assessing the relationship between marketing mix and
loyalty through tourists’ satisfaction in Jordan curative tourism. American Academic &
Scholarly Research Journal, 4(2), 1.
Fanning, S. (2018). The Marketing Concept – free marketing textbook. Retrieved from
https://www.themarketingconcept.com
Flight Centre. (2019). Home. Retrieved from https://www.flightcentre.com/
Khan, M. T. (2014). The concept of'marketing mix and its elements (a conceptual review
paper). International journal of information, business and management, 6(2), 95.