MKT 1
MARKETING IN TRAVEL AND TOURISM
Name
Class Professor Institution Cit! State Date of Su"mission
MKT #
MARKETING IN TRAVEL AND TOURISM
Table of Contents Table MARKETING IN TRAVEL AND TOURISM $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$# TASK TA SK 1: UNDERSTA UNDERSTAND ND THE CONCEPTS AND PRINCIPLES OF MARKETING IN THE TRAVEL AND TOURISM SECTOR $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
%$P1$1 Dis&uss t'e &ore &on&e(ts of mar)etin* for t'e tra+el an, tourism se&tor $$$$$$$$$$$$$$$$$$$$$$$$$$% $$$$$$$$$$$$$$$$$$$$$$$$$$% P1$# Assess t'e im(a&t of t'e mar)etin* en+ironment on in,i+i,ual tra+el an, tourism "usinesses -it' in T'omas Coo) Grou( an, tourist ,estinations ,estinations -it' referen&e to Moro&&o an, E*(t$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$. E*(t $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$. P1$% ,is&uss t'e fa&tors affe&tin* &onsumer moti+ation an, ,eman, in t'e tra+el an, tourism se&tor $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$/ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$/ P1$0$ Anale t'e (rin&i(les of mar)et se*mentation an, its uses in mar)etin* (lannin* at T'omas Coo) Grou($$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$2 Grou($$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$2 TASK : UNDERSTAND THE ROLE OF MARKETING AS A MANAGEMENT TOOL IN TRAV TRAVEL EL AND TOURISM TOURIS M $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$3
P#$14 Analse t'e im(ortan&e of strate*i& mar)etin* (lannin* for a sele&te, tra+el an, tourism "usiness 5T'omas Coo)6 or tourist ,estination ,estination 5eit'er Moro&&o7E*(t6$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$18 Moro&&o7E*(t6$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$18 P#$#4 Dis&uss t'e rele+an&e of mar)etin* resear&' an, mar)et information to mana*ers in t'e tra+el an, tourism se&tor &on&ernin* T'omas Coo) Grou($$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$1# Grou($$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$1# P#$% 9 Assess t'e influen&e of mar)etin* on so&iet$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$1% so&iet$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$1% TASK !: TO UNDERSTAND THE ROLE OF THE MARKETING MI" IN THE TRAVEL $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$10 AND TOURISM SECTOR $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$10
P%$1 Dis&uss issues in t'e (ro,u&t! (ri&e an, (la&e ( la&e elements of t'e mar)etin* mi:$$$$$$$$$$$$$$$$$10 mi:$$$$$$$$$$$$$$$$$10 P%$#4Assess t'e im(ortan&e of ser+i&e se&tor mi: elements to t'e tra+el se&tor $$$$$$$$$$$$$$$$$$$$$$$1. $$$$$$$$$$$$$$$$$$$$$$$1. P%$% A((l t'e &on&e(t of t'e total tourism (ro,u&t to an in,i+i,ual tourism "usiness$$$$$$$$$$$$1/ "usiness$$$$$$$$$$$$1/ TASK TA SK #: $E A$LE TO USE THE PROMOTIONAL PROMOT IONAL MI" IN TRAVEL TRAVEL AND TOURISM 12
P0$1 Assess t'e inte*rate, nature an, role of t'e (romotional mi:$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$12 mi:$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$12 P0$# Plan an, ;ustif an inte*rate, (romotional &am(ai*n for T'omas Coo) summer #81< 'oli,as$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$13 'oli,as$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$13 $%bl%o&'a()* $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$#8
MKT % TASK TA SK 1: UNDERSTA UNDERSTAND ND THE CONCEPTS AND PRINCIPLES OF MARKETING IN THE TRAVEL AND TOURISM SECTOR
P1.1 Discuss the core concepts of marketing for the travel and tourism sector
Different mar)etin* &on&e(ts a((l to t'e tra+el an, tourism in,ustr$ A&&or,in* to t'e Ameri&an Mar)etin* Asso&iation! Asso&iation! mar)etin* is a "roa, &on&e(t &on&e( t t'at ,es&ri"es t'e set of a&ti+ities! institutions! an, ran*e of (ro&esses meant for &ommuni&atin*! ,eli+er! an, e:&'an*e offerin*s t'at "ear +alue for t'e &lients! (artners'i( or*aniations! &ustomers an, t'e so&iet in *eneral$ It entails t'e un,erstan,in* of ,ifferent tenets t'at all ,ri+e to-ar,s (ro,u&ts an, ser+i&e (ro+ision in t'e so&iet 5AMA! n$,$6$ Colle&ti+el! Colle&ti+el! mar)etin* in+ol+es t'e ,e&isions ma,e " t'e mana*ement of t'e (ro,u&er or*aniations t'at are aime, at a,,ressin* t'e "uers= ,e&ision$ >it'in >it'in t'e mar)etin* ,omain! it is inte*ral to un,erstan, t'e &on&e(t of mar)et orientation -'i&' refers to t'e *ui,in* (rin&i(les as -ell as attitu,es t'at in one -a or t'e ot'er affe&ts an or*aniation=s -'oleness 5Mi,,leton an, Clar)e! #81#! ($0? >u! #880! ($%.26$ Mar)etin* orientation &on&erns itself -it' &onsumer orientation! &ross fun&tional &oor,ination! an, &om(etitor orientation$ Tra+el an, tourism in,ustr e:(erien&e t-o "roa, &ate*ories of ,eman,s@ international an, ,omesti& tourism ,eman,$ T'e former in+ol+es "ot' in"oun, an, out"oun, forms of tourism$ T'erefore! t'e in,ustr ;ust li)e an ot'er in,ustr 'as an entire mar)et -it' ,eman, an, su((l in (la$ Aut'enti&all! in in an in,ustr mar)etin* orientation &o+ers t'e information of t'e (resent as -ell as future nee,s of t'e in,ustr4&ustomers! rea&tion to-ar,s information! an, ,issemination of information 5Mi,,leton an, Clar)e! #81#! ($#<6$ >u 5#8806! o(ines t'at &onsumer an, &om(etitor orientation refers to t'e *at'erin* of information a"out t'e &ustomers an, &om(etitors res(e&ti+el$ On t'e ot'er 'an,! &ross4fun&tional orientation "est ,es&ri"es t'e
MKT 0 (ro&ess of &oor,ination an, or*aniation of resour&es use, in &ollatin* an, ,issemination ,issemination of mar)etin* information$ Done -ell -it'in t'e tra+el an, tourism in,ustr an, more so for T'omas Coo) Grou(! t'e latter is assure, of in&rease, (erforman&e in its Moro&&o an, E*(t ,estinations$ T'ere are man elements in mar)etin* e:&'an*e e: &'an*e (ro&ess$ irst off! t'ere is t'e attitu,e &om"ine, -it' t'e ,e&isions of t'e &ustomers t'at *au*es *au* es t'e (er&ei+e, +alue an, utilit of t'e ser+i&es an, *oo,s in a,,ressin* t'e -ants! -an ts! nee,s! (referen&es an, status$ Se&on,l! t'e ,e&isions of t'e (ro,u&ers &on&ernin* t'e (ro,u&tion an, ser+i&e (ro+ision (ro&ess for sale "ase, on t'e lon*4 an, s'ort4term o";e&ti+es an, t'e &om(le: en+ironment t'e o(erate 5Mi,,leton an, Clar)e! #81#! ($#36$ Lastl! t'e manner in -'i&' t'e &ommuni&ation "et-een t'e &ustomers an, t'e (ro,u&ers is ,ri+en "efore! ,urin* an, after t'e sale ,uration an, t'e (ro+ision of a&&ess to ser+i&es an, *oo,s$ T'e tra+el an, tourism mar)etin* is +er &om(le: an, nee,s to ta)e into &onsi,eration all t'e a"o+e mentione, &on&e(ts$ T'e mar)etin* &on,itions in t'e #1st &entur are +er ,nami& , nami& es(e&iall in t'e tra+el an, tourism in,ustr$ T'ere is a relati+el small num"er of lar*e! *ro-in* * ro-in* an, 'i*'l &om(etiti+e &o m(etiti+e alrea, esta"lis'e, a "usiness t'at offers stan,ar,ie, (ro,u&ts an, 'as -ell re&o*nie, t'e "ran,$ T'ere is also t'e emer*en&e of mi&ro4enter(rises mi&ro4enter(rises t'at 'a+e ta)en 'ol, of t'e mar)et 5Mi,,leton an, Clar)e! #81#! ($#36$ urt'ermore! t'e ,e+elo(ment of t'e mar)et 'as in&lu,e, ICT in almost all mar)etin* o(erations an, mana*ement o(tions$ Nonet'eless! t'e n um"er of &onsumers in t'e ,e+elo(e, nations -it' ,is(osa"le in&ome in&o me is also in&reasin* ,ail$ Last "ut not least! t'e mar)et 'as s'ifte, its fo&us to "e in line -it' sustaina"le ,e+elo(ment ne&essities formalie, in t'e 13## >orl, >orl, Summit 'el, in Rio ,e Baneiro 5Mi,,leton an, Clar)e! #81#! ($#36$ T'erefore! -'en (lannin* to +enture into t'e "usiness in Moro&&o an, E*(t! t'e a"o+e are some
MKT . of t'e ne&essities t'at are li)el to ,etermine t'e ,ire&tion , ire&tion an, su&&ess of T'omas Coo) Grou( in t'e tra+el an, tourism in,ustr$
P1.2 Assess the impact of the marketing marketing environment on individual travel and tourism businesses with in Thomas Cook Group and tourist destinations with reference to orocco and !g"pt
usinesses are not stan,4alone "ut o(erate in a &onstraine, mar)etin* en+ironment$ T'e en+ironment &an "e ,i+i,e, into mi&ro4en+ironment an, ma&ro4en+ironment$ ,efinition! t'e mar)etin* en+ironment refers to t'e set of +aria"les or fa&tors t'at eit'er ,ire&tl or in,ire&tl influen&e t'e (lanne, mar)etin* a&ti+ities 5ennett an, Str,om! #881! ($#06$ Mi&ro4 en+ironment refers to t'e internal +aria"les su&' as tourism or*aniations! interme,iaries! &ustomers! an, &om(etitors t'at &an "e &ontrolle, at t'e le+el of t'e mana*ement$ T'e ma&ro4 en+ironment! on t'e ot'er 'an,! in&lu,es ,emo*ra('! t'e (oliti&al! so&ial! &ultural! tourism! te&'nolo*i&al fa&tors in t'e ,estinations$ A&&or,in* to ennett an, Str,om 5#881! ($#06! mar)etin* mana*ement s'oul, 'a+e t'eir fo&us on t'e mi&ro4en+ironment an, ma&ro4 en+ironment t'rou*' strate*i& analsis an, (lannin* to &ounter t'eir effe&ts$ T'e tourism in,ustr in Moro&&o is -ell ,e+elo(e, an, is at its a,+an&e, sta*es$ T'e in,ustr &ontri"utes 2 of t'e GDP of t'e nation an, re&ei+es o+er 12 million in"oun, +isitors annuall 5In+est in Moro&&o! n$,$6$ Moro&&o 'as se+eral free tra,e a*reements an, is e&onomi&all an, (oliti&all sta"le$ urt'ermore! t'e &ountr en;o s *oo, relations -it' t'e EU$ T'e infrastru&ture is -ell ,e+elo(e,! an, t'e nation meets t'e set international stan,ar,s$ Nonet'eless! t'e &ountr 'as a fair set of la-s t'at *o+ern &o(ri*'t! in,ustrial (ro(ert! (ro(ert! la"our la"our an, (ri&in* amon* ot'ers 5In+est! n$,$6$ T'e ,omesti& tourism ,eman, in Moro&&o is also *ainin* momentum$ urt'ermore! t'e relations "et-een t'e *o+ernments ena"les it to &reate
MKT < (oli&ies t'at are meant to ,e+elo( t'e tourism in,ustr 5In+est! n$,$6$ T'ere T'ere are +arious &om(etitors in t'e in,ustr in&lu,in* lu:ur 'otels! (ri+ate4o-ne, tour o(erators! an, t'e *o+ernment o-ne, tourist a*en&ies$ E*(t=s tourism tourism in,ustr is also ,e+elo(e, an, is t'e most +i"rant an, ,i+erse in t'e -orl,$ T'ere are man tourist attra&tions! ri&' &ultural 'erita*e! an, uniue *eo*ra('i&al features$ T'e &ountr 'as o+er <888 &om(anies t'at totall 'a+e an in+estment +alue of F#<$0 "illion 5E*(t t'e uture! n$,$6$ T'e &ountr en;os a ui&) re&o+er after t'e re&ession -it' t'e rate at -'i&' t'e e&onom is re+i+in* "ein* (romisin* for mar)et entrants$ Most of t'e &om(anies in t'e tra+el an, tourism se&tor are (ri+ate -it' t'e in,ustr "ein* a )e tar*et for forei*n ,ire&t in+estments$ In *eneral! t'e 10$2 of total GDP of E*(t emanates from tra+el an, tourism 5E*(t t'e uture! n$,$6$ T'erefore! t'e t-o &ountries Moro&&o an, E*(t 'a+e a (erfe&t mar)et &limate for T'omas Coo) Grou( to in+est in -it' t'eir (lanne, summer #81< oli,a +isit to t'e t-o nations$ T'e mar)etin* en+ironment ,i&tates t'e amount of in+estment! t'e (lannin* (ro&ess an, t'e s&o(e of t'e mar)etin* &am(ai*n for an entrant "usiness in a state$
P1.# discuss the factors a$ecting consumer motivation and demand in the travel and tourism sector
In a mar)et fille, -it' ,ifferent nee,s an, -ants! ,ifferent &onsumer "e'a+iour is t'e or,er of t'e ,a$ It is! t'erefore! ne&essar for t'e mar)etin* mana*ement teams to (rofile t'e nee,s of t'e &ustomers t'rou*' loo)in* at t'e fa&tors t'at influen&e t'e "e'a+iour an, ,eman, for su&&ess in t'e un&ertain mar)etin* en+ironments 5ennett an, Str,om! #881! ($%/6$ Ma;orl! t'is (ro&ess "orro-s 'ea+il from t'e mar)et orientation$ Consumer "e'a+iour &om(rises of a&tions of t'e &onsumers t'at are ,ire&tl or in,ire&tl in+ol+e, in t'e (ro&ess of o"tainin* an, satisfin* t'eir -ants an, nee,s$
MKT / Interestin*l! t'is &on&e(t entails t'e ,e&ision ma)in* (ro&ess an, is e:(resse, " ,ifferent mo,els$ T'e in,i+i,ual fa&tors t'at affe&t &onsumer "e'a+iours in&lu,e moti+ation! (er&e(tion! learnin* a"ilit! an, attitu,es of t'e &onsumers 5ennett an, Str,om! #881! ($%/6$ T'ere are also *rou( fa&tors t'at affe&t t'e "e'a+iour in&lu,in* so&ial status! o(inion lea,ers! referen&e *rou(s! &ultural *rou(s an, t'e families$ Most im(ortantl! t'e ,e&ision ma)in* t'e (ro&ess of a &onsumer is also -ort' un,erstan,in* 5ennett an, Str,om! #881! ($%/6$ T'e &onsumer ,e&ision ma)in* (ro&ess "e*ins at (ro"lem re&o*nition re&o*n ition follo-e, &losel " information sear&' 5Mi,,leton! all an, Mor*an! #8836$ T'e &onsumer t'en e+aluates t'e alternati+es from t'e information a&uire,$ T'e ne:t ste( is t'e &'oi&e of t'e (ur&'ase -'i&' is influen&e, " t'e (re+ailin* &on,itions$ T'e last sta*e is t'e e+aluation of t'e (ost (ur&'ase e:(erien&e "ase, on t'e +alue an, (er&e(tion of t'e em(loee$ Various Various mo,els ,efine &onsumer "e'a+iour in nearl all in,ustries$ o-e+er! t'e most outstan,in* in tra+el an, tourism in,ustr is t'e Leisure moti+ational s&ale$ T'is mo,el &om(rises of intelle&tual moti+ation! so&ial moti+ation! t'e ,esire to "e &om(etent an, 'as master of s)ills t'rou*' ,ifferent a&ti+ities! an, t'e stimulus4a+oi,an&e moti+ations t'at ma)e t'e &ustomers en;o tourism an, tra+el 5Mi,,leton an, Clar)e! #81#! ($2/? ennett an, Str,om! #881! ($%/6$ T'e ultimate fun&tion of mar)etin* is t'at t'e &ustomer is satisfie, an, t'at t'e +alue of o f t'eir mone *i+en (re&e,en&e -'ile at t'e same time *ettin* returns$
P1.%. Anal"se the principles of market segmentation and its uses in marketing marketing planning at Thomas Cook Group
In an i,eal mar)et! t'ere e:ist ,ifferent &ate*ories of (eo(le ma )in* it a ne&essit to (lan an, ,i+i,e t'e mar)et for "etter satisfa&tion of t'e +arin* +ar in* nee,s an, -ants of t'e &onsumers$
MKT 2 Sim(l (ut! mar)et se*mentation refers to t'e (ro&ess of su",i+i,in* a mar)et "ase, on &ommonalities! similarities! relations'i(s an, *rou(in*s of t'e &ustomers resultin* into 'omo*eneous *rou(s of &ustomers 5T'omas! #88/6$ T'e (rimar o";e&ti+e of mar)etin* se*mentation is to ena"le an or*aniation to fo&us t'e a((ro(riate resour&es to a *i+en se*ment for &om(etiti+e a,+anta*e$ T'ere are ,ifferent forms of mar)et se*mentations$ T'e first one is *eo*ra('i&al se*mentation t'at in+ol+es t'e ,i+ision of a mar)et "ase, on t'e *eo*ra('i&al areas an, ,ire&tin* resour&es to t'e suita"le *eo*ra('i& re*ions ,ue to t'e &'ara&teristi&s of t'e &onsumers$ T'e se&on, one is (s&'o*ra('i& se*mentation ot'er-ise referre, to as lifestle se*mentation t'at uses t'e attitu,es! +alues! "eliefs! &ulture! emotions! (er&e(tions an, interests of t'e &onsumers to ,i+i,e t'e mar)et 5T'omas! #88/6$ T'e ot'er one o ne is ,emo*ra('i& se*mentation -'ere *en,er! in&ome! so&ial status! e,u&ation le+el! an, 'ousin* t(e amon* ot'er +aria"les are use, -'en mar)etin* so as to tar*et a *i+en se&tion of t'e mar)et t'at is 'i*'l (rofita"le$ T'ere are ,ifferent met'o,s use, in mar)et se*mentation *rou(e, as eit'er ualitati+e met'o,s or uantitati+e met'o,s$ >it'in t'e tourism in,ustr some +aria"les "ase, on t'e "e'a+iour! nee,s an, moti+ations 'a+e "een ,e+elo(e, ,e+ elo(e, an, are &olle&ti+el referre, to as tourist t(olo*ies 5De an, Sarma! #88
MKT 3 TASK : UNDERSTAND THE ROLE OF MARKETING AS A MANAGEMENT TOOL IN TRAV T RAVEL EL AND TOURISM TOURIS M
P2.1& Anal"se the importance of strategic marketing planning for a selected travel and tourism business 'Thomas Cook( or o r tourist destination 'either orocco)!g"pt(.
T'e mar)etin* &limate in t'e tra+el an, tourism in,ustr )ee(s on &'an*in* as time (ro&ee,s$ or t'at matter! strate*i& strate*i& (lannin* at t'e le+el of an or*aniation as -ell as at t'e ,estination le+el is essential 5all! Mor*an! an, Ran&''o,! #883 ! ($1216$ Strate*i& mar)et (lannin* entails t'e s&rutin of t'e en+ironment of an or*aniation! t'e &om(etitors! internal internal stren*t's! an, t'e *eneral mar)et to &ome u( -it' a sustaina"le &ourse of a&tion aime, at ma)in* an or*aniation &om(etiti+e an, ma:imiin* its (erforman&e in t'e in,ustr$ in,ustr$ Strate*i& mar)etin* (lannin* ena"les an or*aniation or "usiness to un,erstan, its &om(eten&e "efore formulatin* t'e "est mar)et entr strate*$ Strate*i& mar)etin* (lannin* also *i+es t'e "usiness ,ire&tion re*ar,in* ,eterminin* t'e "est -a to a&'ie+e t'e o";e&ti+es 5all! Mor*an! an, Ran&''o,! #883! ($1316$ It also (ro+i,es a +ision for t'e future! lea,ers'i( ,ire&tion! an, mana*ement frame-or) for t'e "usiness in t'e &om(etiti+e mar)et$ T'omas Coo) Grou( (l& is an international or*aniation t'at o(erates in t'e tra+el an, tourism in,ustr sin&e 1201$ T'e UK "ase, &om(an 'as "ran&'es all o+er t'e -orl, an, ran)s 'i*' re*ar,in* ser+i&e ,eli+er an, ualit ualit &ustomer ser+i&e$ To strate*i&all (la&e t'e &om(an it is ne&essar to loo) at its stren*t's! -ea)nesses! o((ortunities an, t'reats t'rou*' S>OT analsis$ St'en&t)s T'omas Coo) Grou( 'as a ri&' 'istor sin&e t'e ear 1201 'a+in* "ein* re&o*nie, t'rou*' +arious a-ar,s in t'e in,ustr$ Se&on,l! t'e t'e &om(an 'as o+er %8!888 em(loees -'o
MKT 18 are ma;orl ,ra-n from ,ifferent "a&)*roun,s$ T'ir,l! t'e &om(an 'as a&uire, an, mer*e, -it' some or*aniations su&' as MTra+el an, Kuoni an, t'us 'as a lar*er mar)et "ase 5T'omas Coo) Grou(! n$,$6$ T'e &om(an &om(an o-ns more t'an 188 air&rafts an, %888 % 888 s'o(s$ urt'ermore! t'e &om(an also or*anie tra+el to more t'an #888 ,estinations -orl,-i,e$ T'e &om(an 'as a ri&' (ro,u&t (ortfolio in&lu,in* fli*'ts! finan&ial ser+i&es! an, tra+el tra+el a*en&ies amon* ot'ers 5all! Mor*an! an, Ran&''o,! #883! ($1386$ T'e &om(an 'as ,ifferent -ell esta"lis'e, "ran,s in its *eo*ra('i&al se*ments su&' as Dire&t oli,as an, Air tours in t'e UK$ T'e &om(an also 'as e:&ellent &ustomer ser+i&e an, t'us returnin* &ustomers$ +ea,nesses T'e mar)et en+ironment is not +er sta"le$ Some ina,eua&ies fa&e T'omas Coo) Grou($ irst off! t'ere 'as "een a &ontinue, *ro-t' of &om(etition in t'e mar)et a&&om(anie, " a s'rin)in* mar)et s'are in most of t'e areas t'e &om(an &o m(an o(erates 5all! Mor*an! an, Ran&''o,! Ran&''o, ! #883! ($1386$ Se&on,l! t'e ,nami& nature of t'e finan&ial mar)et ma)in* t'e e:&'an*e rates flu&tuate &ausin* losses$ Lastl! t'ere t'ere is a (ersistent ,e"t ma)in* " t'e &om(an ma)in* it eas for t'e &om(an to fall (re of mar)et flu&tuations$ O((o't-n%t%es T'ere are a (let'ora of o(enin*s o (enin*s t'at &an "e utilie, " " t'e &om(an$ irst off! off! t'e *ro-t' of online "o)in* for tour (a&)a*es$ Se&on,l! t'ere is in&rease, ,eman, for tra+el an, tourism -orl,-i,e 5all! Mor*an! an, Ran&''o,! #883! #88 3! ($1386$ T'ir,l! t'e earnin*s of t'e &om(an s'o- a (ositi+e finan&ial lan,s&a(e meanin* t'at t'ere is a (ossi"le turnaroun, -it' more &ost sa+in* initiati+es$ T)'eats T'ere are also t'reats t'at ris) ma)in* t'e "usiness " usiness lose its (la&e in t'e mar)et$ irst off t'ere is e&onomi& un&ertaint in t'e Euroone e&onomies &omin* in t'e form of mar)et flu&tuations an, &'an*e in (oli&ies 5T'omas Coo) Coo ) Grou(! n$,$6$ T'ere is *ro-in* &om(etition from ot'er lo-4&ost tra+el a*en&ies an, or*aniations o(eratin* in t'e sa me ni&'e$ Lastl! lo-
MKT 11 (rofita"ilit in t'e "usiness ,ue to &om(etition also ris)s ris)s affe&tin* t'e &om(an$ &om(an$ T'e *rou( s'oul,! t'erefore! fo&us mu&' on o(timiin* t'e stren*t's an, &'annellin* resour&es into t'e o((ortunities -'ile )ee(in* at "a t'e t'reats an, an , -ea)nesses at -'ate+er &ost$
P2.2& Discuss the relevance relevance of marketing marketing research and market information to managers in the travel and tourism sector concerning Thomas Cook Group
In t'e tra+el an, tourism se&tor! mar)etin* resear&' an, information is +er useful$ Mar)etin* resear&' refers to a fun&tion t'at "ri,*es t'e lin) "et-een t'e &ustomers! t'e &onsumers! an, t'e *eneral (u"li& -it' t'e mar)eter t'rou*' t'e (ro+ision of information 5AMA! n$,$6$ T'e information! in t'is &ase! is use, in t'e i,entifi&ation an, ,efinition of t'e mar)etin* o((ortunities as -ell as (ro"lems$ >it'in >it'in t'is &onte:t! t'e information is a((lie, for a +ariet of (ur(oses in&lu,in* *eneration! refinement! an, e+aluation of mar)etin* o(tions! monitorin* t'e (erforman&e of t'e mar)et an, im(ro+in* t'e mana*ement=s un,erstan,in* of t'e entire mar)etin* (ro&ess$ Mar)etin* resear&' s(e&ifies t'e information t'at is aut'enti& an, (ertinent in t'e (ro&ess of a,,ressin* all t'e issues t'at t'at are rele+ant to mar)etin* in an or*aniation 5ous,en! #818! ($#<6$ T'e (ro&ess in+ol+es ,ata &olle&tion (ro&ess! ,ata analsis an, (resentation of t'e fin,in*s! an, t'e &ommuni&ation of t'e information to t'e rele+ant ,e(artments$ Mar)etin* information is also use, in t'e ,e+elo(ment of o f mar)et entr strate* of an or*aniation$ or e:am(le! T'omas Coo) Grou( mi*'t e+aluate its &om(etitors an, "e a"le to )no- -'et'er to enter t'rou*' mer*ers! fran&'ises or a&uisitions in Moro&&o an, E*(t$ T'e mar)et resear&' ,ata &oul, also "e use, in t'e (ro&ess of se*mentation! tar*etin* an, t'en (ositionin* of t'e "ran,s 5AMA! n$,$6$ T'e mar)etin* ,ata resear&' results &oul, also "e em(loe, in t'e (ro&ess of informin* t'e "est mar)etin* information sstems to a&uire for
MKT 1# su&&ess in t'e in,ustr$ A,,itionall! A,,itionall! tra+el an, tourism mana*ers mi*'t also use t'e ,ata an, information of mar)etin* resear&' to fore&ast t'e tren,s in t'e mar)et " ase, on t'e ,emo*ra('i&s$ urt'ermore! t'e mar)etin* information mi*'t "e use, to un,erstan, t'e mar)et! ,efine it! an, measure its le+el or sta*e of maturit 5ous,en! #818! ($#<6$ Last "ut not least! "usinesses su&' as T'omas Coo) Grou( &oul, use mar)etin* resear&' to un,erstan, t'e ,eman, of t'e tourism (ro,u&ts t'e 'a+e in t'eir (ortfolio an, e:(lain t'e *eneral tren, in t'e tourism in,ustr on a -i,er s&ale$
P2.# * Assess the in+uence of marketing marketing on societ"
T'ere are +arious im(a&ts of mar)etin* on t'e t' e so&iet as a -'ole a(art from (rofit ,ri+en role in "usiness$ Mar)etin* in t'e -a)e of &onsumerism 'el(s in t'e (rote&tion of t'e &onsumers t'rou*' a,'eren&e to stri&t *o+ernment re*ulations on *oo,s an, ser+i&es 5artman! n$,$6$ Still S till on &onsumer (rote&tion! mar)etin* in&reases so&ial res(onsi"ilit of t'e "usinesses su&' t'at t'e so&iet also "enefits from t'e or*aniations$ Nota"l! t'e mar)et is also to t'an) for t'e in&rease in &onsumerism as (eo(le=s ,e&isions to (ur&'ase are influen&e, " ,e&ision ma)in* of t'e mar)eters$ urt'ermore! t'e mar)eters &an &ommuni&ate t'eir i,eas to t'e *o+ernment so t'at t'eir le+els of &om(lian&e is assesse, for t'e "enefit of t'e &onsumers 5artman! n$,$6$ Se&on,l! mar)etin* 'el(s in t'e (ro&ess of raisin* a-areness of t'e -'ole so&iet on t'e (u"li& (oli&ies (ertainin* ,ifferent ni&'es in t'e mar)et$ Mar)etin* also also ai,s in t'e (ro&ess of ensurin* t'at t'e en+ironment is (rote&te,$ In t'e -a)e of mo,ern &onsumerism! t'e &onsumers are -ell +erse, in *reen-as'in* (ra&ti&es an, are more li)el to raise a re, fla* s'oul, t'e en&ounter su&' in t'e mar)etin* a&ti+ities of a "usiness$ Mar)etin* also ai,s in t'e formaliation of t'e le*al ramifi&ations in an in,ustr t'rou*' &om(lian&e an, raisin* a-areness$ Lastl! mar)etin* &reates sustaina"ilit of a
MKT 1% "usiness t'rou*' su&' t'in*s as et'i&al "usiness (ra&ti&es an, 'a+in* a &o,e of &on,u&ts in "usiness 5artman! n$,$6$ In *eneral! t'e mar)eters meet t'e e:(e&tations of t'e *o+ernment an, t'at of t'e &onsumers t'rou*' t'eir mar)etin* (ra&ti&es$ urt'ermore! an &'an*es in &onsumer (er&e(tions are &o+ere, in mar)etin* resear&' ena"lin* t'e or*aniations to &ome u( -it' s&enario (lannin*$ T'erefore! or*aniations s'oul, in+est in t'eir mar)etin* an, ma)e sure t'at t'e a,'ere to t'e re*ulations$
MKT 10 TASK !: TO UNDERSTAND THE ROLE OF THE MARKETING MI" IN THE TRAVEL AND TOURISM SECTOR
P#.1 Discuss issues in the product, price and place elements of the marketing mi-
Mar)etin* mi: refers to a (oli& frame-or) t'at is a,o(te, an, use, in mar)etin* or*aniation to su&&ee, in t'e mar)etin* en+ironment$ Primaril! Primaril! it refers to t'e mar)etin* +aria"les su&' as (ri&e! (la&e! an, (ro,u&t t'at a firm uses at a *i+en (erio, 5Lam"! air! an, M&Daniel! #81#! ($026$ Nonet'eless! some mar)etin* aut'ors au t'ors an, resear&'ers also inte*rate ,istri"ution in t'e mar)etin* mi:$ T'e (ro,u&t mi: is t'e first element of t'e mar)etin* mi: an, is meant to satisf t'e &onsumer nee,s$ It in&lu,es (ro,u&t (ro,u& t ser+i&es! "ran,in*! (a&)a*in*! stan,ar,iation! (lannin* an, t'e ,e+elo(ment of ri*'t (ro,u&ts as -ell as inno+ation an, mo,ifi&ation of (ro,u&t (ro,u&tion (ro&ess 5Kotler an, Armstron*! #88%! ($/.6$ T'e se&on, element of t'e mar)etin* mi: is t'e (ri&in* strate*ies t'at ,etermines -'at t'e &onsumers must *i+e u( to a&&ess or o"tain a (arti&ular (ro,u&t$ Pri&e is seen as more of a &om(etiti+e -ea(on t'at is ne&essar for an or*aniation$ Some of t'e )e fa&tors in (ri&in* in&lu,e terms of (ament! terms of ,eli+er! ,eli+er! (ri&in* o";e&ti+es! (oli&ies an, strate*ies! ,is&ount ,is&ount (oli& an, terms of &re,it amon* ot'ers$ T'e (la&e7,istri"ution in t'e mar)etin* mi: is &on&e rne, -it' 'o- t'e *oo, an, ser+i&es are ma,e a+aila"le -'en an, -'ere t'e &ustomers -ant t'em 5Lam"! air! an, M&Daniel! #81#! ($026$ T'e (la&e &o+ers (la&e an, time utilit$ utilit$ It &om"ines &'annels of ,istri"ution an, t'e ('si&al ,istri"ution$ It also in&lu,es trans(ortation! in+entor &ontrol! an, t'e -'ole su((l &'ain$ Due to t'e ,nami& nature of t'e mar)et! t'e mar)etin* mi: is also "oun, "ou n, to &'an*e -it' time$ T'ere are &ontrolla"le an, un&ontrolla"le fa&tors t'at affe&t a *i+en mar)etin* mi: 5Kotler
MKT 1. an, Armstron*! #88%! ($/.6$ T'e un&ontrolla"le fa&tors are mar)et oriente, an, are referre, to as mar)et fa&tors in some "oo)s 5Lam"! air! an, M&Daniel! #81#! ($026$ ( $026$ Des(ite affe&tin* t'e &om(an a&ti+ities t'e &om(an 'as no &ontrol o+er t'em$ T'e in&lu,e &ustomer "e'a+iour! &om(etitor "e'a+iour! interme,iaries= "e'a+iour! "e'a+iour! an, *o+ernment "e'a+iour$ T'e &ontrolla"le fa&tors are fa&tors t'at mar)etin* mana*ement team &an ,eli"erate an, sol+e$ T'e fa&tors in&lu,e (ro,u&t! "ran,in*! (ri&in*! (romotion! ,istri"ution! an, (a&)a*in* (oli&ies t'at &an "e t-ea)e,$
P#.2&Assess P#.2&Assess the importance of service sector mi- elements to the travel sector
Ser+i&e mar)etin* mi: refers to a &on*lomerate of ,ifferent elements of ser+i&es mar)etin* use, " &om(anies to &ommuni&ate t'eir "ran,s an, or*aniation to t'e &ustomers$ Ser+i&es 'a+e uniue &'ara&teristi&s 5I"ra'im! #8106$ T'e ser+i&es are intan*i"le! 'etero*eneous! &onsumes at t'e same time of (ro,u&tion! are (eris'a"le! an, la&) o-ners'i($ T'e mi: &onsists of se+en P=s t'at in&lu,es (ro,u&t! (la&e! (ri&in*! (romotion! (eo(le! (ro&esses! an, ('si&al e+i,en&e 5usiness Case Stu,ies! n$,$6$ Tra+el mar)etin* is a ser+i&e mar)etin* mi: t'at is uniue in t'at t'e (rin&i(le (ro,u&ts are mainl for t'e tra+el an, tourism "usinesses an, (rimaril in+ol+e 'os(italit an, re&reational e:(erien&es$ Se&on,l! Se&on,l! t'e &ustomers +isit a (la&e -'ere t'e (ro,u&ts are lo&ate,$ T'ir,l! tra+el reuires time an, mone t'at is asso&iate, -it' tourism e:(erien&es$ Lastl! tourism mar)etin* is aut'enti&all in (eo(les= ,e&isions -'et'er or not t'e tra+el 5I"ra'im! #8106$ T'e lo&ation of t'e ser+i&e ,eli+er matters a lot$ urt'ermore! t'e &omfort an, attra&ti+eness of t'e site of t'e ser+i&e also s'a(e t'e e:(erien&e of t'e &ustomers$ It is also -ort' notin* t'at t'e (ro&ess of ser+i&e (ro+ision lie "et-een
MKT 1< stan,ar,iation an, &ustomiation an, t'us s(e&ial attention is reuire, in t'e tra+el an, ot'er ser+i&e4"ase, in,ustries! Pla&e in t'e ser+i&e in,ustr is a&'ie+e, t'rou*' &ustomiin* t'e ser+i&es to meet a *i+en reuirements for &ustomer satisfa&tion$ T'e (ri&in* strate* for ser+i&es is im(ortant in t'at it ,etermines t'e ,ire&tion of ,eman, an, su((l an, also offers an or*aniation some &om(etiti+e e,*e in t'e mar)et 5usiness Case Stu,ies! n$,$6$ T'e (la&e strate* ena"les t'e tra+el in,ustr to (ro+i,e information to t'e &ustomers a+aila"le "efore tra+el$ T'e T'e (romotion in t'e in,ustr aims at a,,ressin* an, (ro+i,in* a&&urate as -ell as timel information to t'e &ustomers$ T'e tra+el e:(erien&e &reates t'e ('si&al e+i,en&e ma)in* t'e tourists e+aluate t'eir (ost (ur&'ase e:(erien&es$ All t'ese fa&tors &om"ine, to ,etermine t'e ,ire&tion of su&&ess for t'e mar)eters in t'e ser+i&e in,ustr 5I"ra'im! #8106$ Ser+i&e (romotion mi: ,etermines not onl or*aniational (erforman&e "ut also "ran, loalt t'at &omes ,ue to t'e &ustomer ser+i&e 5usiness Case Stu,ies! n$,$6$ Last "ut not least! t'e ser+i&e mar)etin* &reates "ran, a-areness so t'at t'e &onsumers &an ma)e &'oi&es an, e+aluate "efore ma)in* t'e (ur&'ase$
P#.# Appl" the concept of the total tourism product to an individual tourism business
Total To tal tourism (ro,u&t refers to t'e intan*i"le an, tan*i"le &om(onents t'at are "ase, on t'e a&ti+ities at a (arti&ular ,estination$ T'e &onsum(tion of t'e ,uo means t'at t'ere are some s(e&ifi& a&ti+ities at t'e ,ifferent ,estinations t'at &reate a lu:urious tra+el e:(erien&e for t'e &ustomers at t'e in,i+i,ual le+el 5Koutoulas! #881! ($0/06$ ($0/ 06$ Some literature euates t'e &on&e(t to t'e total tra+el e:(erien&e$ Ostensi"l! t'is total tourist (ro,u&t en&om(asses all t'e t'in*s a tourist &onsumes on t'eir i,eal tri(s$ T'e total (ro,u&t 'as se+eral &om(onents$ irst is t'e inte*ral (arts t'at &an "e sol, in,e(en,entl in,e(en,en tl of t'e mar)et t'at in&lu,es a&&ommo,ation!
MKT 1/ "oo)in*s! an, air trans(ort$ Se&on,l! it entails (u"li& *oo,s su&' as "ea&'es! s&ener! an, &limate t'at &an "e &onsume, free of &'ar*e$ Lastl! it also im(lies &om(lementar ser+i&e t'at &annot "e sol, -it'out t'e mar)et su&' as ser+i&es offere, " tourist lea,ers 5Koutoulas! #881! ($%306$ Tourism Tourism (ro,u&t 'as ,ifferent fun&tions$ fun&tions$ irst it ena"les +isitors to en*a*e in a&ti+ities a&ti+ities ,urin* tra+el$ Se&on,! it in+ol+es t'e +isitors in a&ti+ities an, &reates a total tra+el e:(erien&e$ T'ir,l! it fa&ilitates fa&ilitates trans(ort from one ,estination to t'e ot'er$ ourt'! it also &reates so&ial re(utation ,urin* t'e sta 5Koutoulas! #881! ($0/.6$ ift'! it fosters arran*ements of t'e tra+el$ Lastl! it ena"les t'e tourist to s'are t'eir e:(erien&es e:(er ien&es -it' ot'ers$ T'omas Coo) 'as a total tourist (ro,u&t t'at offers all t'e a"o+e mentione, e:(erien&es$ irst! t'e &om(an 'as o+er #888 ,estinations a&ross t'e -orl, 5T'omas Coo) Grou(! n$,$6$ T'e &om(an also o-ns its fleet of +e'i&les to ta)e t'e &onsumers to t'eir +arious ,estinations -it'in t'e ,estinations$ T'ir,l! t'e &om(an 'as o+er 188 18 8 air(lanes to ta)e t'e +isitors to all t'e ,estinations aroun, t'e -orl, 5T'omas Coo) Grou(! n$,$6$ T'omas Coo) also 'as an omni4 o mni4 &'annel ,istri"ution sstem for t'eir (ro,u&ts t'at in&lu,es retail stores! t'ir, (art a*ents! -e"sites! an, some &all &entres to enri&' t'e &ustomers= e:(erien&es$ T'e (ro,u&t (ortfolio of t'e &om(an is also "roa, an, fits in ea&' of t'e se*ments t'at are tar*ete, t'rou*' ,ifferent , ifferent "ran,s$
MKT 12 TASK #: $E A$LE TO USE THE PROMOTIONAL PROMOTI ONAL MI" IN TRAVEL TRAVEL AND TOURISM
P%.1 Assess the integrated nature and role of the promotional mi-
Promotional mi: &om"ines ,ifferent met'o,s! te&'niues as -ell as tools of &ommuni&ation in (resentin* a &om(an! t'e (ro,u&ts! an, a +ariet of ser+i&es to t'e &ustomers$ As a matter of fa&t! a su&&essful (romotional mi: ,etermines t'e su&&ess of t'e mar)etin* mi: an, 'el(s in attra&tin* an, retainin* t'e &ustomers 5Lam"! air! an, M&Daniel! #81#! #0<6$ A mi: (romotion 'a si: &om(onents$ irst is a,+ertisin* t'at in+ol+es t'e s(onsors (resentin* an, (romotin* t'e i,eas! *oo,s or ser+i&es to t'e &ustomers t'rou*' ,ifferent ,ifferent &'annels su&' as (rint me,ia! t'e internet! an, t'e so&ial me,ia me, ia amon* ot'ers$ Se&on,l! t'ere is t'e (ersonal sellin* t'at in+ol+es (ersuasion of t'e (otential &ustomers t'rou*' t'e use of oral (resentation$ Personal sellin* is a&'ie+e, t'rou*' sale re(resentati+es! sales meetin*s! in&enti+e (ro*rams an, sam(les amon* ot'ers$ T'e t'ir, one is sales (romotion t'at is (ro(a*ate, t'rou*' t'e me,ia an, non4 me,ia mar)etin* &'annels to in&rease t'e ,eman, an, im(ro+e (ro,u&t (resen&e in t'e mar)et 5Lam"! air! an, M&Daniel! #81#! #026$ T'e fourt' element is (u"li& relations -'ere t'e su((l of a (ro,u&t or ser+i&e is stimulate, t'rou*' s(rea,in* its information in t'e me,ia for (u"li& &onsum(tion su&' as ne-s(a(ers! re(orts! ma*aines! (erio,i&als! s(ee&'es an, seminars amon* ot'ers 5Lam"! air! an, M&Daniel! #81#! #0/6$ T'e fift' &om(onent of a (romotional mi: is ,ire&t mar)etin* t'at allo-s or*aniations to &ommuni&ate ,ire&tl -it' t'e &onsumers t'rou*' mo"ile messa*in*! emails! ,ire&t mails! -e"sites! letters an, ,oor to ,oor a,+ertisin* amon* ot'ers$ T'e (romotion mi: is meant to meet t'e mar)etin* o";e&ti+es o";e& ti+es of an or*aniation! &reate "ran, loalt an, a-areness an, im(ro+e t'e sales of t'at (arti&ular (ro,u&t or ser+i&e$ It is
MKT 13 note-ort' t'at most of t'is (romotion mi: a((l euall to "ot' ser+i&e an, (ro,u&ts in t'e mar)et as t'e use more or less t'e same &'annels$
P%.2 Plan and ustif" an integrated promotional campaign for Thomas Cook summer 2/10 holida"s.
Inte*rate, (romotional &am(ai*n for T'omas Coo) must first ta)e into a&&ount t'e tar*et au,ien&e$ As is! t'e tar*et au,ien&e is t'e +isitors from t'e international time ones -'o -oul, -is' to +isit Moro&&o an, E*(t to 'a+e t'e first4'an, e:(erien&e$ T'ere is a nee, to un,erstan, or 'a+e a rou*' i,ea of t'e moti+ations of t'ese +isitors$ T'erefore! t'e mar)etin* team nee,s to &on,u&t an online sur+e of t'e (otential +isitors t'rou*' t'e online "oo)in* sstems an, t'e -e"site of t'e &om(an$ >it' t'e information! it -oul, "e ne&essar to &'oose t'e ri*'t &'annel t'at &an "e use, to rea&' t'e (eo(le from all o+er t'e -orl,$ T'e (erfe&t &'oi&es -oul, "e t'e so&ial me,ia su&' as T-itter! T-itter! a&e"oo)! Insta*ram an, Sna( C'at amon* man ot'ers! ,ire&t mail! an, emails for t'e loal &ustomers! an, t'e me,ia 5S&'iff! #8106$ urt'ermore! ,i*ital mar)etin* t'rou*' t'e -e" &an also "e em"ra&e, to rea&' furt'er man (eo(le$ E+en -'en t'e me,ia &'annels for t'e (romotion &am(ai*n is ,ifferent! t'e messa*e an, +isual of t'e &am(ai*n s'oul, "e &onsistent so t'at t'e &ustomers &an "e intri*ue,$ T'e ne:t sta*e is to &reate a &lear! &onsistent! &o'erent! effi&ient an, &om(limentar messa*e t'at &an "e re(ur(ose, to meet t'e reuirements of ,ifferent &'annels$ >'en ,esi*nin* t'e messa*e! some of t'e areas t'at -ill "e +isite, in summer #81< oli,a e+ent s'oul, "e refle&te,$ T'e ima*es use, s'oul, "e a((ealin* a( (ealin* to t'e ees of t'e &ustomers so as to lure t'em$ T'e messa*in* s'oul, "e inte*rate, so t'at t'a t t'e tar*et au,ien&e *ets t'e -'ole i,ea of o f t'e &am(ai*n at a *lan&e 5S&'iff! #8106$ >it'in >it'in t'e messa*es! a referen&e s'oul, "e *i+en to (ast e:(erien&es of t'e +isitors -'o o(te, for T'omas
MKT #8 Coo) ser+i&es as -ell as t'e statisti&s$ urt'ermore! t'e +ision an, mission of t'e &om(an s'oul, also feature in t'e &am(ai*n messa*es$ T'e ne:t ('ase is to 'a+e t'e mar)etin* team e+aluate t'e &am(ai*n an, &orre&t t'e errors$ T'e mar)etin* teams s'oul, t'en &oor,inate t'e manner in -'i&' ea&' (ro;e&t of t'e &am(ai*n is e:e&ute, an, t'e timeline 5S&'iff! #81<6$ T'e mar)etin* teams s'oul, "e a"le to ma)e follo-4u(s -it'in t'e first -ee) to un,erstan, t'e su&&ess or failure an, a&t -'ere t'ere is a nee,$
MKT #1 i"lio*ra('
AMA! 5n$,$6$ Definition of Marketing $ Honline A+aila"le at@ 'tt(s@77---$ama$or*7A"outAMA7Pa*es7Definit 'tt(s@77---$ama$or*7A"outAMA7Pa*es7Definition4of4Mar)etin*$as(: ion4of4Mar)etin*$as(: HA&&esse, ## Ban$ #81<$ ennett! B$ an, Str,om! B$ 5#8816$ Introduction to Travel Travel and Tourism Tourism Marketing Marketing $ Lans,o-ne@ Buta an, Com(an Lt,$ usiness Case Stu,ies! 5n$,$6$ The Extended Marketing Mix (7Ps) Marketing Mix Business Studies and Business English$ Honline A+aila"le at@
'tt(@77"usiness&asestu,ies$&o$u)7"usiness4t'eor7mar)etin*7t'e4e:ten,e,4mar)etin*4mi:4 /(s$'tmlJa:%#3.Vu& HA&&esse, ## Ban$ #81<$ De! $ an, Sarma! M$ 5#88<6$ To Tourist urist T(olo*ies T(olo*ies an, Se*mentation Varia"les Varia"les -it' Re*ar, to E&otourists$ Tourism Tourism Management ! %! (($%14%3$ E*(t t'e uture! 5n$,$6$ Tourism$ Honline A+aila"le at@ 'tt(s@77---$e*(tt'efuture$&om7se&tor7tourism4#7 'tt(s@77---$e*(tt'efuture$&om7se&tor7tourism4#7 HA&&esse, #1 Ban$ #81<$ artman! D$ 5n$,$6$ The alue alue of Marketing to Societ!$ Honline Small usiness 4 C'ron$ A+aila"le A+aila"le at@ 'tt(@77small"usiness$&'ron$&om7 'tt(@77small"usiness$&'ron$&om7+alue4mar)etin*4so&iet4#1.82$'tml +alue4mar)etin*4so&iet4#1.82$'tml HA&&esse, ## Ban$ #81<$ ous,en! M$ 5#8186$ Marketing Information and "esearch "esearch$ #n, e,$ O:for,@ utter-ort'4 einemann$ I"ra'im! M$ 5#8106$ 7Ps of Marketing # $dditional Elements of Marketing mix$ Honline Cle+erism$ A+aila"le at@ 'tt(@77---$&le+erism$&om7/(s4a,,itional4as(e&ts4mar 'tt(@77---$&le+erism$&om7/(s4a,,itional4as(e&ts4mar)etin*4 )etin*4 mi:7 HA&&esse, #% Ban$ #81<$ In+est in Moro&&o! 5n$,$6$ %a&s and "egulation$ Honline A+aila"le at@ 'tt(@77---$in+est$*o+$m 'tt(@77---$in+est$*o+$ma7lan*enI,1/ a7lan*enI,1/ HA&&esse, #% Ban$ #81<$ Kotler! P$ an, Armstron*! G$ 5#88%6$ Princi'les of marketing $ 18t' e,$ U((er Sa,,le Ri+er! NB@ Prenti&e all$ Koutoulas! D$ 5#8816$ The theoretical determination of the tourist 'roduct as a 'resu''osition 'resu''osition for tourism marketing $ Do&toral Dissertation$ Uni+ersit of t'e Ae*ean$
MKT ## Lam"! C$! air! B$ an, M&Daniel! C$ 5#81#6$ Essentials of marketing $ /t' e,$ Mason! O'io@ Sout'4>estern Sout'4>estern Cen*a*e Learnin*$ Lam"! C$! air! B$ an, M&Daniel! C$ 5#81#6$ MT*$ .t' e,$ Mason! O@ Sout'4>estern Sout'4>estern Cen*a*e Learnin*$ Mi,,leton! V$ an, Clar)e! B$ 5#81#6$ Marketing in Travel Travel and Tourism Tourism$ %r, e,$ Routle,*e$ Mi,,leton! V$! V$! all! A$ an, Mor*an! M$ 5#8836$ Marketing in Travel Travel and Tourism Tourism$ 0t' e,$ Amster,am@ utter-ort'4einemann$ S&'iff! B$ 5#8106$ 7 +a!s +a!s to ,reate a Successful Succ essful Integrated Marketing ,am'aign$ Honline CIO$ A+aila"le A+aila"le at@ 'tt(@77---$&io$&om7arti&le7#%//#./7online4mar)etin*7/4-a 'tt(@77---$&io$&om7arti&le7#%//#./7online4mar)etin*7/4-as4to4&reate4a4 s4to4&reate4a4 su&&essful4inte*rate,4mar)etin*4&am(ai*n$'tml HA&&esse, ## Ban$ #81<$ S-art! M$ an, Roo,t! G$ 5#8106$ Mar)et se*mentation +aria"les as mo,erators in t'e (re,i&tion of "usiness tourist retention$ Serv Bus! 35%6! (($0314.1%$ T'omas Coo) Grou(! 5n$,$6$ $-out Thomas ,ook $ Honline A+aila"le at@ 'tt(@77---$t'omas&oo)*rou($&om7a"out4us7 'tt(@77---$t'omas&oo)*rou($&om7a"out4us7 HA&&esse, ## Ban$ #81<$ T'omas! B$ 5#88/6$ Market Segmentation$ Honline De&ision Analst$ A+aila"le A+aila"le at@ 'tt(@77---$,e&isionanalst$&om7(u"lart7mar)etse*mentation$,ai 'tt(@77---$,e&isionanalst$&om7(u"lart7mar)etse*mentation$,ai HA&&esse, ## Ban$ #81<$ >u! B$ 5#8806$ Influen&e of mar)et orientation an, strate* on tra+el in,ustr (erforman&e@ an em(iri&al stu, of e4&ommer&e in Tai-an$ Tai-an$ Tourism Tourism Management ! #.5%6! (($%./4%<.$
