1. http://www.bized.ac.uk Copyright 2005 – Biz/ed Marketing in the Travel and Tourism Industry BTEC Travel and Tourism

2. http://www.bized.ac.uk Copyright 2005 – Biz/ed Definition Marketing is about anticipating and identifying the wants and needs of a target market of consumers, then satisfying those needs in order to make a profit Firstly, travel and tourism organisations must understand their customers’ demands. This is the ‘anticipating’ and ‘identifying’ part of the definition

3. http://www.bized.ac.uk Copyright 2005 – Biz/ed Marketing Research Anticipating and identifying demands depends on effective marketing research Research into the existing and potential market We will look into this in detail in the Activity

4. http://www.bized.ac.uk Copyright 2005 – Biz/ed Marketing Research Classifying customers according to socio-economic status, lifestyle, family circumstances, gender and so on May involve primary research – surveys, observation, questionnaires And/or secondary research – statistics and records, quantitative and qualitative

5. http://www.bized.ac.uk Copyright 2005 – Biz/ed Classifying Customers A target market consists of a whole group of potential customers, drawn from the whole population It’s better to define the target market as a collection of ‘segments’ Each segment will have different characteristics Each segment’s needs and wants must be satisfied

6. http://www.bized.ac.uk Copyright 2005 – Biz/ed Market Segmentation In the domestic tourism market the following segments may be involved: VFR (look for a definition of this term during the Activity) General business tourism Holidays and breaks pre-family Long holidays Activity holidays Group holidays

7. http://www.bized.ac.uk Copyright 2005 – Biz/ed Marketing Mix The way in which current and potential customers’ demands are satisfied depends on the marketing mix of the organisation’s products and services: Traditionally 4 elements of the mix – Product, Price, Promotion and Place In the modern travel and tourism industry it’s usual to look at 6

8. http://www.bized.ac.uk Copyright 2005 – Biz/ed Elements of the Marketing Mix Product or service Quality Value Lifecycle Perishability Differentiation Niche

9. http://www.bized.ac.uk Copyright 2005 – Biz/ed Elements of the Marketing Mix Price Seasonality Strategies Competitor analysis Loss leadership Skimming

10. http://www.bized.ac.uk Copyright 2005 – Biz/ed Elements of the Marketing Mix Promotion Advertising Endorsements Sponsorship Methods – use of different media, brochures/leaflets, public relations, sales promotion, press releases To gain attention/interest/desire/action

11. http://www.bized.ac.uk Copyright 2005 – Biz/ed Elements of the Marketing Mix Place Channels of distribution Getting tourism services to customers Retail services such as travel agents Direct marketing through targeted mail outs Electronic methods, such as using the Internet The growth of technology

12. http://www.bized.ac.uk Copyright 2005 – Biz/ed Elements of the Marketing Mix People Employees Management Culture of organisation Attitude to customer service

13. http://www.bized.ac.uk Copyright 2005 – Biz/ed Elements of the Marketing Mix Planning Mission statements Deciding on objectives ‘What are we trying to achieve?’ – profit, cut the competition, boost share of market, enter new markets and so on