Marketing 1

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Marketing process

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    Marketing in the Travel and

    Tourism Industry

    BTEC Travel and Tourism

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    Definition

    Marketing is about anticipating andidentifying the wants and needs of a

    target market of consumers thensatisfying those needs in order to makea profit

    !irstly travel and tourism organisations

    must understand their customers"demands# This is the $anticipating" and

    $identifying" part of the definition

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    Marketing %esearch

    &nticipating and identifyingdemands depends on effective

    marketing research %esearch into the e'isting and

    potential market

    (e will look into this in detail inthe &ctivity

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    Marketing %esearch

    Classifying customers according tosocio)economic status lifestyle family

    circumstances gender and so on May involve primary research * surveys

    observation +uestionnaires

    &nd,or secondary research * statisticsand records +uantitative and+ualitative

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    Classifying Customers

    & target market consists of a wholegroup of potential customers drawn

    from the whole population It"s better to define the target marketas a collection of $segments"

    Each segment will have different

    characteristics Each segment"s needs and wants must

    be satisfied

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    Market -egmentation

    In the domestic tourism market thefollowing segments may be involved.

    /!% 0look for a definition of this termduring the &ctivity1

    2eneral business tourism

    3olidays and breaks pre)family

    4ong holidays &ctivity holidays

    2roup holidays

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    Marketing Mi'

    The way in which current and potentialcustomers" demands are satisfied

    depends on the marketing mi' of theorganisation"s products and services.

    Traditionally 5 elements of the mi' *6roduct 6rice 6romotion and 6lace

    In the modern travel and tourismindustry it"s usual to look at 7

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    Elements of the Marketing Mi'

    6roduct or service

    8uality

    /alue

    4ifecycle

    6erishability Differentiation

    9iche

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    Elements of the Marketing Mi'

    6rice

    -easonality

    -trategies

    Competitor analysis

    4oss leadership -kimming

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    Elements of the Marketing Mi'

    6romotion

    &dvertising

    Endorsements

    -ponsorship

    Methods * use of different media

    brochures,leaflets public relationssales promotion press releases

    To gain attention,interest,desire,action

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    Elements of the Marketing Mi'

    6lace

    Channels of distribution

    2etting tourism services to customers %etail services such as travel agents

    Direct marketing through targeted mailouts

    Electronic methods such as using theInternet

    The growth of technology

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    Elements of the Marketing Mi'

    6eople

    Employees

    Management

    Culture of organisation

    &ttitude to customer service

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    Elements of the Marketing Mi'

    6lanning

    Mission statements

    Deciding on ob:ectives

    $(hat are we trying to achieve;" *profit cut the competition boostshare of market enter newmarkets and so on