MKT101FC Marketing Fundamentals: Marketing Concepts and Strategies

This discussion post delves into the core concepts of marketing, exploring five key organizational orientations: production, product, sales, marketing, and societal marketing. It elucidates the marketing process, emphasizing customer satisfaction and the strategic evaluation of market opportunities. The post also analyzes Tourism Australia's marketing strategies, highlighting their focus on digital and social marketing to promote Australia's tourism industry, particularly its coastal attractions. It reflects on understanding the growing hospitality and tourism industry's marketing approaches and strategies for achieving a better consumer base. Desklib offers a wealth of similar resources for students seeking to deepen their understanding of marketing principles and practices.

Running head: MARKETING FUNDAMENTALS
MARKETING FUNDAMENTALS
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MARKETING FUNDAMENTALS
Answer A
The concept of marketing is regarded as a philosophy that organizations should evaluate
to understand the demands and needs of their consumer base and further work on the decision-
making process to accomplish those needs, wants and desires rather than focusing solely on
competition. Five orientations control the organizational operations namely, production concept,
product concept, marketing concept, sales concept and lastly, the societal marketing concept
(Solomon et al., 2014). The production concept embraces the notion that customers desire for
vastly accessible, inexpensive products and focuses of achieving increased production efficiency
along with mass distribution. Product concept considers that consumers will choose products
that provides the best quality and unique characteristics. It focuses on improved products and
eventually enhancing those (Ahmed & Rafiq, 2013). The sales concept on the other hand is
regarded as a common commercial orientation that considers if customers and businesses are
kept in isolation then the company’s goods fail to be sold at a considerable rate. Marketing
concept focuses on better efficiency and values the customer base. Lastly, societal marketing
concept focuses on the needs, demands and interest of target base.
Marketing process is regarded as a procedure of conceptualizing and evaluating the
opportunities available in the market. It comprises of the exploration of potentialities in the
market, target market selection, marketing mix progress and controlling marketing efforts.
However, it can be noted that the overall focus of all marketing operations rely on the
satisfaction level of the customers.

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Answer B
Tourism Australia a well-recognised governmental organisation which deals with
marketing as well as promoting the Australian tourism industry as a unique destination for trade
and leisure travel has been implementing unique marketing strategies in recent times. Social
marketing of issues and reveal that the organisation has been putting efforts to effectively
develop the digital and social marketing focus in order to transform its business operation into a
fundamental theme to the enterprise’s marketing as well as promotional activities (Pike & Page,
2014). As few destination locations such as California and Hawaii closed, the gaps of Australia
in relation to its coastal services tourism Australia decided to initiate successful marketing
strategy of the country’s beautiful beaches and oceans attractions. The company in recent times
have merged with Atlantic productions that is UK based company in order to produce effective
outcomes of the reef beamed into millions of housings worldwide (Hays, Page & Buhalis, 2013).
With increasing rate of competitors in the tourism industry the organisation have realised the
essential needs of endorsing its aquatic and coastal assets in the market in order to gather a wide
range of consumers whereby the Great Barrier Reef, which is the third biggest attraction for
international tourists, will be contributing a significant role in the marketing strategy.
Answer C
Prior to the evaluation of the topic on marketing, there had been a considerable
understanding of marketing. Yet, it was not conceivable for me to gain an insightful knowledge
about the core concepts and understanding of the various marketing concepts and processes.
This evaluation further facilitated me to comprehend the ways the growing hospitality or tourism

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industry has been working on various marketing approaches and strategies in order to achieve a
better consumer base.

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References
Ahmed, P. K., & Rafiq, M. (2013). Internal marketing. Routledge.
Hays, S., Page, S. J., & Buhalis, D. (2013). Social media as a destination marketing tool: its use
by national tourism organisations. Current issues in Tourism, 16(3), 211-239.
Pike, S., & Page, S. J. (2014). Destination Marketing Organizations and destination marketing: A
narrative analysis of the literature. Tourism management, 41, 202-227.
Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R. (2014). Consumer
behavior: Buying, having, and being (Vol. 10). Pearson.