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

Unit 4: introduction to Marketing in Travel and Tourism.

Extracts from this document...


Unit 4: introduction to Marketing in Travel and Tourism. P4. The definition of marketing is: "the management processes responsibly for identifying, anticipating and satisfying customers requirements profitably" *source institute of marketing. Setting targets is a common approach but one that often fails for a number of reasons. Often the targets are not appropriate or where they are, once written, they are never utilised. Setting SMART targets can help with the former (but not with the latter) SMART stands for S Specific M Measurable A Attainable R Realistic T Time-constrained Therefore essentially SMART targets set out what's going to happen, who's going to do it, when it's going to be done by, and how achievement will be measured. Easy to say - much harder to do in practice and provide meaningful targets. Also it is vitally important to provide customers with the right product or service, this is noticeable when customers are purchasing a holiday. Since when you go into a travel agent you can see the different brochures they have on offer, this is because customers have different needs/ requirements, which need to be addressed. As a result when a customer is looking for a particular destination or resort then they need a brochure to be applied to this in terms of purchasing a holiday. ...read more.


If they decide to purchase through that means of purchase. Travel companies use different promotional methods to influence people's decisions about purchasing a holiday. Travel companies use many different media forms to convey their message, which they are trying to portray to the consumer. Many people can see these promotional influences in the form of bill boards, TV advertisement, magazines, fliers, posters, letters, SPAM e-mails, internet pop-ups, newspapers, transport stations, and internet web page advertisement. As a result of their being many different forms of media advertisement available to the companies there is plenty of ways of encouraging prospective clients to purchase a travel and tourism product and service through their company. The major marketing management decisions can be classified in one of the four categories: ? Product. ? Price. P4. ? Place. (distribution) ? Promotion. These variables are known as the marketing mix or the 4 p's marketing. They are the variables that marketing managers can control in order to best satisfy customers in a target market. They marketing mix is portrayed in the following diagram. The firm tries to generate a positive response in a target market by blending these marketing mix variables in an optimum manner. Product. The product is the physical product or service offered to the consumer. ...read more.


Therefore companies can accurately gain an insight into the future outcomes for the company such as profit, amount of custom etc. P4. Therefore when people fill in the survey's companies can utilise the information and apply this to charts and see where the biggest needs and wants may lie, therefore giving the company the opportunity to apply these changes to the high season when business is busiest. Every person is classified; therefore companies can use this information in determining the products and services they should offer to their customers. Clients may be classified on gender, ethnic background, socio-economic group, age/ family circumstances, geographical location, and age. The information in which the travel companies have about potential clients can be focused or geared towards a particular market segment. Therefore increasing the productivity of the company in general. Target markets can be complex because there are many different types of people in which activities can be offered at particular clients. For summer sun holidaymakers, people can participate in many different activities, which the resort representative(s) talk about in the welcome meeting. For people who are going on sports holiday then sports and recreational facilities would be the main focus of the holiday in contrast to relaxation which would be associated with summer sun holidays or a health spa. Do not reproduce this work it's a guide only! Don't forget the golden rule state your sources. ...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. Business GCSE Unit 1, A1

    An aim is a goal that a business would like to achieve. It usually involves something to do with making a profit, providing goods and services, surviving and expanding, maximising sales, improving the quality of products and services, making customers happy.

  2. Marketing Plan for the Targe' Full Service Spa Salon

    (Armstrong & Kotler, 2005) A recent example of an economic influence would be the recent increase in gasoline prices. As the price of gas began to rise, consumer spending began to decrease. Gas is a product, which many consider a necessity; therefore, if thirty dollars were available for spending, the

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

    > Car parking - secure parking for customers who want to use their own vehicles to get to Alton towers. The car park is protected with cameras and raising barricades which is required for customers to feel their car is secure.

  2. Business Unit 4 Questioanire

    However the fair age split is to hopefully have reliable results, when concluding. How often do you drink Coca-Cola? Once a day- 18.3% several times a week- 24.3% once a week- 27.7% Several times a month- 24.8 % Rarely/Never- 4.9% This shows how successful Coca-Cola is, over 95% of the

  1. Promotion as one of the 4 P's.

    This is often done buy offering the consumers incentives to buy, Branding and packaging are other very important influences in sales promotion campaigners. These types of sales are below the line. Types of sales promotions are: promotion incentives which tempt the consumer to buy particular brands, these are very common

  2. creating a marketing proposal

    into its records Finance: - Finance department has to make sure that advertisement carried out within agreed costs. PRODUCTION The job of this area depends on whether the business produces a good or a service. If it is good, then someone has to make it.

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

    Demands are wants that are backed by buying power. As Kotler explains "given their wants and resources, people demand products with the benefits that add up to the most satisfaction". Marketing affects everybody in their day to day lives. Throughout our lives we are all consumers who are subjected to marketing activities, which then have influence on the decisions we make and how we go about our daily routines.


    It's Achievable, because one of the only other main contenders is the Humber Bridge. Realistic - for the same reason above. And Timely, because a building can't just become an icon building over night; it takes time. However, it isn't measurable, this is because you cannot measure how much of an icon a building is.

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