• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Explain why marketing is "everybody's business". Use examples from the tourism industry to explain your answer.

Extracts from this document...


Explain why marketing is "everybody's business". Use examples from the tourism industry to explain your answer. As defined by Kotler and Armstrong (1994) marketing is "a social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others". Marketing is an extensive topic. Primarily when we consider what is marketing we think about the advertising, publicity and selling of a product or service. In actual fact the prime concern of marketing is customers, and the establishment and growth of relationships between organisations and consumers. It consists of studying the wants and needs of the customers and how to make the perfect product which is priced, promoted and distributed in the right place to make it successful and fulfilling. It is vital for marketers to understand the wants and needs of consumers to ensure their marketing activities fulfil these. Initially they have to assert themselves with the fact that the human being has needs, these include the basic needs such as food, water, shelter, and clothing, social needs such as belonging and affection, and then individual needs of knowledge and self expression. Marketers need to ensure that they always meet these needs as they are set in our human makeup. A human without these needs being met will not be satisfied and will not want or demand other products. ...read more.


Finally a technological factor affecting a theme park could be the introduction of new faster rides. Internal factors are analysed in the SWOT analysis, which looks at the strengths, weaknesses, opportunities and threats of the organisation. Again looking at my example of a theme park, a strength could be that it has all the new up to date rides which make it desirable to visit, a weakness could be bad publicity, for example at Thorpe Park a young boy died on one of their rides, which created an unsafe image of the park and its rides. An opportunity that marketers might recognise could be to extend the theme park, making the site larger and therefore making more room for the thrilling rides they offer. Threats could be from other theme parks, for example say the theme park in question was Alton Towers, and it has the threat of Drayton Manor in terms of competing for customers. Both PEST and SWOT analysis is vital in the marketing planning process and will affect decisions on marketing activities. After carrying out PEST and SWOT analysis, the marketing division of an organisation would create a marketing strategy. This would contain their objectives and strategies in terms of what services do they want to provide to what markets? ...read more.


The media is filled with marketing activities, as organisations push to sell their products in newspapers, magazines, on television and radio. The media also promotes and markets holiday destinations on television shows such as "Wish you were here" and "Holiday". Therefore even when we read a newspaper, a product or service is being marketed at us from beneath the surface. Marketing sets out to capture us, through advertising and the other methods that organisations use such as market research in order to entice us to use their product, go on their holiday or make the most of that service they offer us. We are subjected to it through our day to day routines, it is everybody's business because everything we do relates to marketing, when we use a suntan lotion on holiday, we are targets of marketing, and because it is likely we bought that certain product because of the way it was marketed when we were at home. Everything we buy and do, especially in leisure and tourism is a result of the influence of marketing. However it is important to remember that without customers, then there would be no reason for an organisation to exist and market their goods. Therefore our demand and desires could be argued to be the cause of existence of marketing. Word Count - 2,294 Reference Kotler, P. (1994) Marketing Management, p.6. ?? ?? ?? ?? Laura Gray Services Marketing BATM 1 ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing and Markets section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing and Markets essays

  1. This report will define and explain the following marketing terms: Marketing ...

    This helps make supporters feel even more involved with their club and gives the club the opportunity to communicate with their supporters in an additional way. Task Three (AO3) You are now required to undertake and analyse the results of primary and secondary market research which will inform your marketing proposal for your new product/service.

  2. Strategic Marketing Report - Virgin Trains

    The questionnaire was conducted professionally and accurately to the best of my ability and Knowledge. Although the answers could have been lies most could be checked apart from those personal opinion questions. The Train Company: I had a list of all train companies servicing the area.

  1. How Successful Thorpe Park Is As a Business?

    1991: Fantasy reef and its attractions opened. 1992: Redevelopment of the children's ride area plus the introduction of the Hudson River rafters and the Viking powers. 1993: Category stampede arrived with a virtual reality centre. 1994: ranger country opened with two new rides. 1995: Two more rides opened in Ranger County.

  2. I have been asked to produce a marketing strategy for an existing or new ... The Place part of the four P's Mercedes Benz manufacturer the cars and they also sell their cars in retailers around the country. The placing of these retailers I very important. There is little point in having retailers in areas of the country where there are large amounts of

  1. For this project I have been instructed to come up with a marketing strategy ...

    Maturity When a product enters the maturity stage, advertising and promotional prices should decrease, as consumers are more aware of the product and will research new additions to the market instead of being told what is new (this is because phones have been promoted as fashion items and will be desired by the consumers).

  2. Leisure, Business and Tourism - The 4 p's

    > Souvenirs - pictures and toys from novelty shops can be purchased as a memory pf a stay at Alton towers; which links in with the mission statement, 'we create magic moments' These products combined give Alton towers extra income by meeting the needs of most customers; E.g.

  1. Discuss the benefits of internet marketing to Virgin

    With this they are able to expand their organisations due to the increase in their customers. It also exposure for the company fir their company and brand name. The good things come with the using the internet marketing is that there are not geographical restrictions that will affect the customer from visiting their website.

  2. Marketing research - To decide which products and services will be available in my ...

    the information I have collected from various sources including my questionnaire, the competitor analysis and the competitor interview I conducted. I will then use these results to determine how much the customers in my target market are willing to spend and which products they spend the most money on.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work