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Unit 4: introduction to Marketing in Travel and Tourism.

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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.

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