Marketing Essentials for Travel and Tourism: A Comprehensive Report
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Marketing Essentials for Travel
and Tourism
and Tourism
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Table of contents
Introduction......................................................................................................................................3
Key roles and responsibilities of the marketing function................................................................3
Roles and responsibilities of marketing relate to the wider organizational context........................4
Interrelationships between marketing and other functional units................................................5
Comparing the ways in which different hospitality organizations apply the marketing mix..........8
Marketing mix analysis for the hospitality industry..................................................................10
Basic marketing plan of Green Line..............................................................................................15
Conclusion.....................................................................................................................................19
References......................................................................................................................................20
2
Introduction......................................................................................................................................3
Key roles and responsibilities of the marketing function................................................................3
Roles and responsibilities of marketing relate to the wider organizational context........................4
Interrelationships between marketing and other functional units................................................5
Comparing the ways in which different hospitality organizations apply the marketing mix..........8
Marketing mix analysis for the hospitality industry..................................................................10
Basic marketing plan of Green Line..............................................................................................15
Conclusion.....................................................................................................................................19
References......................................................................................................................................20
2

Introduction
This study has description of the travel and tourism sector. This sector has been developing day
by day and the countries have been gaining proper money with this business. In terms of
developing the business more proper marketing essential is essential. With the help of marketing
the company can develop their activities and manage their sales in a proper way. In terms of
conducting the study the company Green Line has been selected. This is mainly an UK based
organization that has been running their business positively in the international market. The
overall marketing process of Green Line has been evaluated in this study.
Key roles and responsibilities of the marketing function
Marketing is one of the most useful factors associated with an organizational structure.
Integration of marketing initiatives are liable to perform some of the most crucial operations such
as product planning, promotions, market research, customers services and other development
processes. The main objective for a marketing section in Green Line is associated with retaining,
growing and attracting revenues from every possible section of the respective organization
(Kandampully et al. 2015, p.21).
3
This study has description of the travel and tourism sector. This sector has been developing day
by day and the countries have been gaining proper money with this business. In terms of
developing the business more proper marketing essential is essential. With the help of marketing
the company can develop their activities and manage their sales in a proper way. In terms of
conducting the study the company Green Line has been selected. This is mainly an UK based
organization that has been running their business positively in the international market. The
overall marketing process of Green Line has been evaluated in this study.
Key roles and responsibilities of the marketing function
Marketing is one of the most useful factors associated with an organizational structure.
Integration of marketing initiatives are liable to perform some of the most crucial operations such
as product planning, promotions, market research, customers services and other development
processes. The main objective for a marketing section in Green Line is associated with retaining,
growing and attracting revenues from every possible section of the respective organization
(Kandampully et al. 2015, p.21).
3
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Sources: (Kandampully et al. 2015, p.21)
The roles and responsibilities of marketing function in Green Line
ï‚· Taking care of the targeted customers with adequate strategies and maintain a positive
perception of the related organization are some of the major responsibilities related to the
marketing wing of an organizational structure.
ï‚· In order to facilitate these operations the related marketing team needs to perform
activities such as performing market and product research, preparation and packaging of
solutions, monitoring of outgoing customer relationships and communicating brand value
to available marketplaces. These activities support the required responsibility based
operations (Leung et al. 2015, p.147).
Roles and responsibilities of marketing relate to the wider organizational
context
The marketing functions involves various responsibilities of the business organization, these
functions are responsible for the growth of company. The marketing functions consist of strategy
management, marketing research, sales support system, product developments, finance team,
distribution systems, human resource department etc. These marketing functions have different
roles to promote growth in the business organization. The key roles and responsibilities of
marketing functions are market research, finance, product development, communication,
distribution, planning, promotion, selling and so on. The marketing functions have a crucial role
in the business organization. There is a close link between marketing functions with other
organizational functions in an organization.
4
The roles and responsibilities of marketing function in Green Line
ï‚· Taking care of the targeted customers with adequate strategies and maintain a positive
perception of the related organization are some of the major responsibilities related to the
marketing wing of an organizational structure.
ï‚· In order to facilitate these operations the related marketing team needs to perform
activities such as performing market and product research, preparation and packaging of
solutions, monitoring of outgoing customer relationships and communicating brand value
to available marketplaces. These activities support the required responsibility based
operations (Leung et al. 2015, p.147).
Roles and responsibilities of marketing relate to the wider organizational
context
The marketing functions involves various responsibilities of the business organization, these
functions are responsible for the growth of company. The marketing functions consist of strategy
management, marketing research, sales support system, product developments, finance team,
distribution systems, human resource department etc. These marketing functions have different
roles to promote growth in the business organization. The key roles and responsibilities of
marketing functions are market research, finance, product development, communication,
distribution, planning, promotion, selling and so on. The marketing functions have a crucial role
in the business organization. There is a close link between marketing functions with other
organizational functions in an organization.
4
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Interrelationships between marketing and other functional units
Finance
The impacts of marketing on financial development of Green Line are enormous and thus it is a
widely accepted phenomenon in financial sector. It provides an operational relationship between
operations capabilities, marketing capabilities and financial capabilities of any selected
organizational structure. According to the views of Dzhandzhugazova et al. (2016, p.10387), a
much more organized and operational fragment is developed all along the institutions’ financial
system with the application of adequate and appropriate marketing initiatives. Marketing
capabilities have a significant impact on the operational capabilities, these operational
capabilities have a positive impact on the financial capabilities thus marketing capabilities act as
a major source of origination in order to drive an enormous financial development all along the
organizational structure. This indirect relationship is highly organized and operational in context
of major organizations and thus is widely accepted as an important driving force. Apart from
these, there are significant approaches under marketing process which justify the relative impacts
on overall organizational performance and thus impact the financial operations positively.
Human resource management
Availability of higher productivity, more effective execution and availability of innovation are
some of the most influential aspects which are related to a collaborative approach between
human resource management and the marketing segments. This defines the relationship between
these two major fragments of Green Line. According to the views of Pappas, (2015, p.333), a
collaborative approach for working is a major ideology which any of the major Green Line can
face in the recent times. Thus the collaboration between marketing and human resource
management system will help Green Line in building a perfectly organized and distributed
5
Finance
The impacts of marketing on financial development of Green Line are enormous and thus it is a
widely accepted phenomenon in financial sector. It provides an operational relationship between
operations capabilities, marketing capabilities and financial capabilities of any selected
organizational structure. According to the views of Dzhandzhugazova et al. (2016, p.10387), a
much more organized and operational fragment is developed all along the institutions’ financial
system with the application of adequate and appropriate marketing initiatives. Marketing
capabilities have a significant impact on the operational capabilities, these operational
capabilities have a positive impact on the financial capabilities thus marketing capabilities act as
a major source of origination in order to drive an enormous financial development all along the
organizational structure. This indirect relationship is highly organized and operational in context
of major organizations and thus is widely accepted as an important driving force. Apart from
these, there are significant approaches under marketing process which justify the relative impacts
on overall organizational performance and thus impact the financial operations positively.
Human resource management
Availability of higher productivity, more effective execution and availability of innovation are
some of the most influential aspects which are related to a collaborative approach between
human resource management and the marketing segments. This defines the relationship between
these two major fragments of Green Line. According to the views of Pappas, (2015, p.333), a
collaborative approach for working is a major ideology which any of the major Green Line can
face in the recent times. Thus the collaboration between marketing and human resource
management system will help Green Line in building a perfectly organized and distributed
5

system of working all along the provided sections. Talent segmentation and embracing
technological inclusions in people management are some of the major results of a collaborative
association between the human resource management system and the marketing segment for an
organizational structure. As customer segmentation is an important domain for the marketing
perspectives and they are quite master in this particular process, the human resource management
department can learn and integrate these qualities all along the employees and thus attain better
results (Ali et al. 2016, p.447).
Information technology
Marketing is an integral part of any major organizational process. The relativity between
information technology applications and marketing are integral as marketing is associated with
increasing the operational accountabilities all along the provided perspectives and information
technology applications make it much easier. The available ideologies and perspectives related to
the product or services imply with the overall operability of the marketing operations (Kim et al.
2015, p.25). The integration of information technology planning and marketing planning provide
a significant amount of success in context of an institution. The inclusion information technology
planning and marketing planning in the operational perspective provides a more profitable
operational structure all along the organization. It also initiates a major competitive benefit for
the institutions and also strengthens the related customer bases. The use of information
technology along with marketing processes facilitate a much obliged frame of development as it
provides a much more impactful and specific databases for assessing progress.
Production
6
technological inclusions in people management are some of the major results of a collaborative
association between the human resource management system and the marketing segment for an
organizational structure. As customer segmentation is an important domain for the marketing
perspectives and they are quite master in this particular process, the human resource management
department can learn and integrate these qualities all along the employees and thus attain better
results (Ali et al. 2016, p.447).
Information technology
Marketing is an integral part of any major organizational process. The relativity between
information technology applications and marketing are integral as marketing is associated with
increasing the operational accountabilities all along the provided perspectives and information
technology applications make it much easier. The available ideologies and perspectives related to
the product or services imply with the overall operability of the marketing operations (Kim et al.
2015, p.25). The integration of information technology planning and marketing planning provide
a significant amount of success in context of an institution. The inclusion information technology
planning and marketing planning in the operational perspective provides a more profitable
operational structure all along the organization. It also initiates a major competitive benefit for
the institutions and also strengthens the related customer bases. The use of information
technology along with marketing processes facilitate a much obliged frame of development as it
provides a much more impactful and specific databases for assessing progress.
Production
6
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Production and marketing initiatives in Green Line belong to two different fragments. However,
both of these attributes align towards accomplishing of a common goal and objective. This
ideology provides a major ground for integrating the related organizational development process
in all the major sectors of progress. Production needs to comply with the marketing techniques
and possibilities as the ultimate intention of production is sales (Radojevic et al. 2015, p.13). A
production unit in Green Line cannot produce if the marketing teams are unable to sell. The
production units must provide adequate information in context of a product so that the marketing
team can correlate with them and create a major campaign all along the available markets. The
ideas for promotions in majority of the cases come from its production process and thus the
availability of a sound relationship between production and marketing units are very compulsory.
According to the views of Braimah (2016, p.22), both the production and the marketing teams
have a similar objective to generate revenues through supplying adequate products to the
required customers and attain competitive advantages in business.
Research and development
Research and development section of an organization is liable to fulfil the growing demands of
market through innovative and idealistic approaches. The relativity between research and
development department and the marketing segments can be justified by the fact that the
customer requirements are propagated through marketing channels and are resolved by the
research and development departments (Riasi and Pourmiri, 2015, p.915). The overall
acceptability in these cases are very high as there is a much needed understanding relationship
between the two proposed operational departments. Both of these departments are liable to
conduct collective meetings, report development and strategy building sessions for attaining a
better operational environment. Defining of delivery timings and quantity requirements are
7
both of these attributes align towards accomplishing of a common goal and objective. This
ideology provides a major ground for integrating the related organizational development process
in all the major sectors of progress. Production needs to comply with the marketing techniques
and possibilities as the ultimate intention of production is sales (Radojevic et al. 2015, p.13). A
production unit in Green Line cannot produce if the marketing teams are unable to sell. The
production units must provide adequate information in context of a product so that the marketing
team can correlate with them and create a major campaign all along the available markets. The
ideas for promotions in majority of the cases come from its production process and thus the
availability of a sound relationship between production and marketing units are very compulsory.
According to the views of Braimah (2016, p.22), both the production and the marketing teams
have a similar objective to generate revenues through supplying adequate products to the
required customers and attain competitive advantages in business.
Research and development
Research and development section of an organization is liable to fulfil the growing demands of
market through innovative and idealistic approaches. The relativity between research and
development department and the marketing segments can be justified by the fact that the
customer requirements are propagated through marketing channels and are resolved by the
research and development departments (Riasi and Pourmiri, 2015, p.915). The overall
acceptability in these cases are very high as there is a much needed understanding relationship
between the two proposed operational departments. Both of these departments are liable to
conduct collective meetings, report development and strategy building sessions for attaining a
better operational environment. Defining of delivery timings and quantity requirements are
7
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propagated by the marketing teams to the production departments in order to conduct the
business in a sustainable manner. Especially, at the times of promotional events and huge
demands, a better relationship between these two perspectives can introduce advance product
availability. The availability of these relationships are also evident in performing the required
changes in product or services within a limited time frame.
Comparing the ways in which different hospitality organizations apply the
marketing mix
Marketing mix has been largely associated as a major segment of organizational development
with the integration of customer focused operational strategies. There are huge amount of
advantages for an organization in consideration of its marketing mix strategies. Especially, in the
hospitality industry the application of marketing mix affects a much larger section of operations
and thus impact the institutions largely. The unavailability of perfect market segmentation and
marketing mix causes enormous damages to the customer orientation factors and thus affect the
overall progress of the organization. In order to elaborate the operational marketing mix
strategies in the hospitality industry the whole concept of marketing mix is segmented in to three
sub sections which are pre-encounter, encounter and post-encounter mixes. All of the three
marketing mixes play a diverse role in justifying the operational abilities all along the
organization and impart progressive ideologies for development.
Pre-encounter marketing mix
Under this type of marketing mix the most important perspective from the operational point of
view id the customer expectations. This is the point when the customers are not really attached to
the services or the products. This is the image building process for Green Line. The organization
uses different modes of communication to establish a pre-business impact on the customers
8
business in a sustainable manner. Especially, at the times of promotional events and huge
demands, a better relationship between these two perspectives can introduce advance product
availability. The availability of these relationships are also evident in performing the required
changes in product or services within a limited time frame.
Comparing the ways in which different hospitality organizations apply the
marketing mix
Marketing mix has been largely associated as a major segment of organizational development
with the integration of customer focused operational strategies. There are huge amount of
advantages for an organization in consideration of its marketing mix strategies. Especially, in the
hospitality industry the application of marketing mix affects a much larger section of operations
and thus impact the institutions largely. The unavailability of perfect market segmentation and
marketing mix causes enormous damages to the customer orientation factors and thus affect the
overall progress of the organization. In order to elaborate the operational marketing mix
strategies in the hospitality industry the whole concept of marketing mix is segmented in to three
sub sections which are pre-encounter, encounter and post-encounter mixes. All of the three
marketing mixes play a diverse role in justifying the operational abilities all along the
organization and impart progressive ideologies for development.
Pre-encounter marketing mix
Under this type of marketing mix the most important perspective from the operational point of
view id the customer expectations. This is the point when the customers are not really attached to
the services or the products. This is the image building process for Green Line. The organization
uses different modes of communication to establish a pre-business impact on the customers
8

(Rosenbaum and Wong, 2015, p.21). This profile building process is very crucial for any
hospitality industry based organization as it provides the most favorable operational conditions
for the future customer encounter. Along with advertising, factors such as price lists, selling
prices and brochures are some of the supporting constituents for this segment of marketing mix.
Encounter marketing mix
This is the most crucial segment under the hospitality business. The main motive of the
institutions while conducting these attributes for business development process relate with the
ongoing issues and providing them with adequate solution. Green Line is determined to
minimize the extent of loss caused by demotivating behavior of customers. This is the point
when actual customer interaction is made and the advantages of pre-encounter marketing mix
can be viewed (Zainol et al. 2016, p.45).
Post-encounter marketing mix
This is the last and final stage of a marketing initiative for any hospitality industry based
institution. At this point, the overall relativity with the customer is maintained and extended.
After sales and services obligations relate to this final blow of marketing mix. The organizations
relay over this stage to establish a long term relationship with the potential customers.
Communication and processes are some of the basic marketing mixes applied to this final
assessment process (Jones et al. 2016, p.36).
Each of the above mentioned sections are liable to produce adequate strategies and tactics to
facilitate significant developments all along the provided industry and organization.
9
hospitality industry based organization as it provides the most favorable operational conditions
for the future customer encounter. Along with advertising, factors such as price lists, selling
prices and brochures are some of the supporting constituents for this segment of marketing mix.
Encounter marketing mix
This is the most crucial segment under the hospitality business. The main motive of the
institutions while conducting these attributes for business development process relate with the
ongoing issues and providing them with adequate solution. Green Line is determined to
minimize the extent of loss caused by demotivating behavior of customers. This is the point
when actual customer interaction is made and the advantages of pre-encounter marketing mix
can be viewed (Zainol et al. 2016, p.45).
Post-encounter marketing mix
This is the last and final stage of a marketing initiative for any hospitality industry based
institution. At this point, the overall relativity with the customer is maintained and extended.
After sales and services obligations relate to this final blow of marketing mix. The organizations
relay over this stage to establish a long term relationship with the potential customers.
Communication and processes are some of the basic marketing mixes applied to this final
assessment process (Jones et al. 2016, p.36).
Each of the above mentioned sections are liable to produce adequate strategies and tactics to
facilitate significant developments all along the provided industry and organization.
9
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Marketing mix analysis for the hospitality industry
Marketing mix Green Line National Express
Product Products or services offered
under this segment have a
major impact on the customer
perspective and building of
better long term relationships
with the relative customers.
Some of the major services
offered in hospitality industry
account for room services,
swimming pools, restaurants
and meeting halls. In several
cases, there are some
additional services available
which add value to the
marketing as well as customer
National Express has been
providing the tourism services
as the company Green Line.
10
Marketing mix Green Line National Express
Product Products or services offered
under this segment have a
major impact on the customer
perspective and building of
better long term relationships
with the relative customers.
Some of the major services
offered in hospitality industry
account for room services,
swimming pools, restaurants
and meeting halls. In several
cases, there are some
additional services available
which add value to the
marketing as well as customer
National Express has been
providing the tourism services
as the company Green Line.
10
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orientation possibilities.
Price In hospitality industry, pricing
is related to revenue generation
and thus it is an important
section for the relative
industry. Penetration,
competition, bundle,
skimming, psychological and
product line are some of the
most impacted aspects under
the pricing possibilities.
Pricing also helps in managing
the supply and demand
relationship in hospitality
industry (Mattila and Gao,
2016, p.175).
National Express has been
providing their tourism services
in competitive price range but it
is higher than the company
Green Line.
Place Placement has some major
significance under hospitality
industry as it is one of the
deciding factors for
development and progress.
Strategic locations such as
National Express has their
business in the national market
of UK.
11
Price In hospitality industry, pricing
is related to revenue generation
and thus it is an important
section for the relative
industry. Penetration,
competition, bundle,
skimming, psychological and
product line are some of the
most impacted aspects under
the pricing possibilities.
Pricing also helps in managing
the supply and demand
relationship in hospitality
industry (Mattila and Gao,
2016, p.175).
National Express has been
providing their tourism services
in competitive price range but it
is higher than the company
Green Line.
Place Placement has some major
significance under hospitality
industry as it is one of the
deciding factors for
development and progress.
Strategic locations such as
National Express has their
business in the national market
of UK.
11

business hubs, heritage
location, tourist spots and
metropolitan cities are highly
favorable in order to facilitate
development all along the
provided area (Torres et al.
2017, p.48).
Promotion Promotions are a vital portion
for any organized development
in the hospitality industry. It
provides the industry an ability
to exercise sufficient
propagation channels all along
the industry. Some of the most
widely used segments of
propagation relate to social
services projects, internet, and
media reports and travel
assistances. Promotion
provides even opportunities for
all the major players in the
hospitality industry.
National Express has their
promotional activities such as
advertising, Public relations as
well as Digital marketing.
12
location, tourist spots and
metropolitan cities are highly
favorable in order to facilitate
development all along the
provided area (Torres et al.
2017, p.48).
Promotion Promotions are a vital portion
for any organized development
in the hospitality industry. It
provides the industry an ability
to exercise sufficient
propagation channels all along
the industry. Some of the most
widely used segments of
propagation relate to social
services projects, internet, and
media reports and travel
assistances. Promotion
provides even opportunities for
all the major players in the
hospitality industry.
National Express has their
promotional activities such as
advertising, Public relations as
well as Digital marketing.
12
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