Marketing Skills


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Marketing Skills

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Marketing Skills

  1. 1. Practical Marketing Skills 1 BTEC Travel and Tourism
  2. 2. Practical Marketing Skills <ul><li>These two sessions will cover the following marketing skills: </li></ul><ul><li>Market research & documentation </li></ul><ul><li>Promotional activities </li></ul><ul><li>This lesson focuses on market research </li></ul>
  3. 3. Market research <ul><li>Market research is to do with collecting information about consumers and the characteristics of markets </li></ul><ul><li>It involves using surveys, polls, focus groups and other methods to gather information </li></ul>
  4. 4. The purpose of market research <ul><li>In the end, market research is about improving the marketing efforts of business organisations </li></ul><ul><li>It is used in developing new products and services, entering new markets, finding out about competitors and measuring the impact of promotional activities </li></ul>
  5. 5. Some examples of market research <ul><li>So, market research is about collecting useful information in order to improve organisations’ marketing activities. </li></ul><ul><li>Information can be obtained from at least six different sources: </li></ul>
  6. 6. Information sources <ul><li>1. Literature search </li></ul><ul><li>Getting hold of all available material on a particular theme. Material is gathered from: </li></ul><ul><li>Internal company information </li></ul><ul><li>Relevant trade literature </li></ul><ul><li>Newspapers </li></ul><ul><li>Magazines </li></ul><ul><li>Firms’ annual reports </li></ul><ul><li>  </li></ul>
  7. 7. Information sources <ul><li>2. Talking to people </li></ul><ul><li>Useful in the early stages </li></ul><ul><li>Includes meetings with customers and suppliers </li></ul><ul><li>It generates opinions and may be unrepresentative of the whole population </li></ul>
  8. 8. Information sources <ul><li>3. Focus groups </li></ul><ul><li>These are used to: </li></ul><ul><li>Explore ideas and attitudes </li></ul><ul><li>Test new approaches </li></ul><ul><li>Generate a discussion </li></ul><ul><li>But they involve a small sample and may not mirror the overall population </li></ul>
  9. 9. Information sources <ul><li>4. Personal interviews </li></ul><ul><li>Produce in depth information </li></ul><ul><li>Are carried out face-to-face </li></ul><ul><li>Can be very expensive </li></ul><ul><li>Usually involve the interviewer asking questions from a written questionnaire or from a list of topics </li></ul>
  10. 10. Information sources <ul><li>5. Telephone surveys </li></ul><ul><li>The fastest way of gathering information, especially from large sample sizes </li></ul><ul><li>A prepared script is used as with written questionnaires, but a phone survey allows opinions to be tested further </li></ul>
  11. 11. Information sources <ul><li>6. Postal surveys </li></ul><ul><li>Ideal for large sample sizes </li></ul><ul><li>If sample covers wide area </li></ul><ul><li>Generally cost less than telephone interviews </li></ul><ul><li>But take longer to complete </li></ul><ul><li>No interviewer, so less chance of personal bias </li></ul><ul><li>Unable to probe for more detailed information </li></ul>
  12. 12. Practical Marketing Skills <ul><li>Now go to the Activity to find out more about </li></ul><ul><li>Selecting a sample to base research on </li></ul><ul><li>and </li></ul><ul><li>The pros and cons of conducting a written questionnaire </li></ul>
  13. 13. Practical Marketing Skills 2 BTEC Travel and Tourism
  14. 14. Practical Marketing Skills <ul><li>The previous session covered market research and documentation </li></ul><ul><li>This lesson covers the theme of promotional activities </li></ul>
  15. 15. Promotional Activities <ul><li>Promotion can include the following activities: </li></ul><ul><li>Advertising </li></ul><ul><li>Press releases </li></ul><ul><li>Brochures </li></ul><ul><li>Leaflets </li></ul><ul><li>Stands and displays </li></ul><ul><li>Demonstrations </li></ul><ul><li>Use of technology </li></ul>
  16. 16. Advertising <ul><li>Used to communicate the availability of a travel and tourism ‘product’ or service </li></ul><ul><li>This aims to stimulate demand for the service </li></ul><ul><li>In detailed terms, though, advertising has three different objectives </li></ul>
  17. 17. Advertising Objectives <ul><li>Communicating information about the product or service </li></ul><ul><li>Persuading consumers to buy the product or service </li></ul><ul><li>Keeping the travel and tourism organisation in the ‘public eye’ </li></ul>
  18. 18. A Product or Service View <ul><li>New products such as a new tourism facility, travel service or location tend to use advertising to: </li></ul><ul><li>Inform and persuade </li></ul><ul><li>Established service providers tend to use advertising to: </li></ul><ul><li>Keep in the public eye and persuade </li></ul>
  19. 19. Press Releases <ul><li>Producing written ‘copy’ (an article or announcement) for use by newspaper, magazine, TV and other media outlets: </li></ul><ul><li>‘ Free’ advertising? </li></ul><ul><li>Direct access to target market segment </li></ul><ul><li>Ability to put positive ‘spin’ on news </li></ul><ul><li>But once released, the news item is beyond your control </li></ul>
  20. 20. Brochures <ul><li>Travel brochures are produced by tour and travel operators and retailers </li></ul><ul><li>Travel and tourism facilities often pay to be included in operators’ brochures </li></ul><ul><li>See Biz/ed’s Activity on Thailand’s Anantara Resort and Spa for more: </li></ul><ul><li> </li></ul>
  21. 21. Leaflets, Stands & Displays <ul><li>Leaflets are often used to send ‘mailshots’ to potential customers </li></ul><ul><li>Can be regarded as ‘junk mail’ but if properly targeted can be effective & low cost </li></ul><ul><li>Stands and displays often take place at conferences and public events, where products and services can be demonstrated </li></ul>
  22. 22. Use of Technology in Promotion <ul><li>Widespread adoption of computer technology and the Internet has led to: </li></ul><ul><li>increase in number of promotional ‘messages’ </li></ul><ul><li>Vast growth in use of SPAM to advertise via email </li></ul><ul><li>Popup, Flash & banner adverts on Web sites </li></ul>