Tutorial

2. 1
Question 1: Week 2- Question 2
The tourism business in the period of global outbreak of Covid19 has been still witnessing
challenges related to halt of operations and closure of tourist spots. In addition to this, due to
closure of international boundaries, influx of international tourists is also affected.
Unprecedented challenges have been influencing the business of tourist industry that requires
businesses and organizations operating in tourism industry to focus on innovative and
creative marketing strategies to remain competitive in market.
The tourism businesses must implemented now innovative marketing approaches such as
optimizing digital platforms users to increase product distribution (Gössling, Scott, and Hall,
2020). This is an effective strategy if products are in high demand during the pandemic
period. Business actors using digital platforms such as social media need to be maximally
utilized in this new normal period. Currently, there is an expectation of consumers to get their
needs through the platform. So, product marketing through social media is what should be the
biggest marketing in today's conditions.
In this emergency response situation, it seems not the right time to carry out direct
promotions. Even more so if tourism businesses provide discounts or so that people take a
tour during this pandemic. It can be identified that the use of social media during this
pandemic can be used as a momentum to build communication and
increase good engagement between destination managers and followers / potential tourists
(Nepal, 2020). It is beneficial to collect documentation of activities of tourists who have visited
tourist destination again. Every organization that manages tourist destinations certainly has a
program plan related to marketing. During this break, they can review the marketing
strategies that have been and will be carried out. If possible, involve a business mentor.
The existence of the COVID-19 pandemic has also brought everyone closer to the use of the
internet and technology. Many surveys have stated that potential tourists want an easy and
fast reservation process. For this reason, if tourist destination does not yet have a digital
platform for promotion and a reservation system, it is recommended to make one
immediately. New travel trends such as the use of Augmented Reality and Virtual Reality will
further enrich the experience of tourists when visiting destinations. For this reason, adapting
and innovating are the keys to be able to compete in this digital revolution era.
Question 2: Week 6: Question 2
The concept of Lovemarks was born from the combination of love and brand and was created
by Kevin Roberts. This idea arises from the notion that states that it is the brands that
establish an emotional relationship with consumers and not the products themselves (Song,
Bae, and Han, 2019). Currently, in advertising and in building a brand it is not enough to try to
convince and persuade consumers but we have to take actions to make them fall in love, and
this is where the concept of love linked to a brand is introduced.
Brands surround themselves with a set of tangible and intangible aspects as well as values
and experiences that make customers generate feelings towards them. When we talk about
Lovemarks, we are obviously talking about very positive feelings towards brands, but it is not
so easy to build a brand and generate admiration for it. In fact, it requires detailed market

3. 2
studies, positioning and marketing campaigns, communication plans, usually large advertising
investments, etc. In general, Lovemarks are usually surrounded by aspirational aspects and
values that appeal to the intangible and emotional, thus creating an identity. So much so, that
they get to the point that there are people who love them without necessarily being customers
(Giovanis, and Athanasopoulou, 2018).
From a practical point of view, I believe the use of the Lovemarks concept is perfect for
industries related to fashion, fashion, or fast-moving trends. It is also necessary to criticize
Roberts classifying the framework based on industry, which means limiting the scope of its
own framework, and as if it does not provide solutions to industries that are low in
love and low respect , whereas on the other hand shipping services such as DHL and UPS
also need to do the transformation of their own branding.
Some experts doubt the importance of Lovemark in the brand. But for me personally, if
a brand doesn't create a cult, then you can still push it again. Remember, every customer
will sooner or later demand something more than what your brand provides. But with the
Lovemark concept, customers will “love” your brand, so that whatever you do, you will get
praise and praise from the customer.
Most importantly, it is important to learn about own product, what consumers want and how to
make product very attractive, until customers get to a point where they won't live
without brand.

4. 3
Question 3: Week 4: Question 1
One of the main benefits of studying consumer behavior is that it can explain some of the
risks to the business and help reduce them. Therefore, consumers are the most important
aspect of business continuity. When companies spend the time understanding consumer
behavior, they can better understand why consumers behave the way they do. Information on
consumer behavior can help companies to better plan products and services so that their
business can grow.
Understanding consumer behavior helps business to be consumer-oriented. For that, by
understanding what consumers want, business will find it easier to choose which resources
are needed and which resources are not needed (Oke et al. 2016). So, in this way businesses
can ensure a more productive, efficient and effective use of resources. In addition to this,
understanding consumer behavior can assist in the preparation of a marketing strategy that is
based on the consumer attitudes helping in formulating promotional strategies. Moreover, it
can also assist in understanding the exact needs and desires according to customer
preferences, ultimately realizing customer satisfaction.
One of the benefits that are no less important than understanding consumer behavior is
helping business to build the right and appropriate marketing strategy between business and
consumers (Mamadiyorov, 2018). Through this behavioral research, a business can gain a
more detailed understanding of who your customers are and what you need to do.
Business may also require creating understanding with the tools and techniques that can be
used for understanding consumer behavior. In this regard, in-store environment would be
enhanced through installation of security cameras or 3D images camera. These advanced
tools can offer insights to the behavior and actions of the consumers. Moreover, analyzing
the recordings would help in understanding consumer experience and improving the in-store
environment and products availability according to the preference of consumers.

5. 4
Question 4: Week 5: Question 3
Target market is the group of consumers to which the brand wants to sell its products or
services. The process of defining target markets consists of four basic steps according
to Belch and Belch (2016) described in their book "Advertising and Promotion." These steps
are:
1. identification of markets with unmet needs,
2. Market Segmentation,
3. choosing a specific market (s) and
4. Product positioning.
The concept of target market must be contextualized in the field of marketing and also in the
sphere of entrepreneurship. The target market is understood as the profile of potential
buyers. In other words, to whom a product or service is directed (Singh, 2018). Target market
of a business will be made up of a group of people who respond to a certain socio-
demographic and socio-economic profile, to whom business will contact to offer them a
specific product or service.
Once this aspect is established, business can use qualitative variables to segment said
market and guide offer and catalog based on their customs, habits and values.
Here are the main demographic variables that will help business define target market:
1. Age
2. Sex
3. Occupation
4. Place of residence
5. Profession
6. Socioeconomic level
The target market for Amazing Thai Noodles may include people from different age groups
having different behavioral, geographical, demographic and psychographic characteristics.
This product would be targeted to the young and adult male and female consumers.
Moreover Amazing Thai Noodles will address the needs of consumers from all income
groups. Likewise, consumers who are in search of easy meals and interested in Thai food will
also be targeted.

6. 5
Question 5: Week 7: Question 2
Zara emphasized on gaining competitive position through the implementation of strategic
decisions. Vertical diversification is main strategy that is followed by Zara resulting in
frequently adding new products in product line. Zara retain its position in fashion industry
through engaging consumers with its strategy to add new products in retail stores within
duration of two weeks after demonstrated in fashion shows. The main success of
implementing this strategy can be attributed to effective supply chain system of company.
Supply chain management system at Zara works in an effective and efficient way competing
with other competitor in the market through adding customer chosen products in retail stores.
Overall practice of Zara focusing on adding new products in a minimum time leads towards
the concept of fast fashion. Fast fashion strategy of Zara keep customers engaged with the
new additions and keep them attracted. Addressing the needs of the consumers and
delivering them in faster method succeed Zara in competitive business environment. The
prime intention associated with this approach is to influence behavior of the consumer and
make them curious about the latest fashion trends. Fast fashion concept has improved brand
image and titled Zara as a brand fulfilling desires of consumers. A team of professional
executives in Zara fulfill the organizational objectives through investing their efforts and time
towards novel apparel designs, ultimately gaining competitive position over other competitors.

7. 6
Question 6: Week 11: Question 1
Pre approach is an imperative step during the sale process that allows sales executive to
collect and evaluate all information related to the prospect. Prior to appealing prospect in the
selling process, pre-approach phase helps in inquiring about the needs and views of
prospects before directly communicating with the prospect client. If sales manager fails to
organized pre approach process, it could results in issues in successful sales. At this stage,
the seller will be provided with as much basic information as possible. This greatly helped the
sales personnel to satisfy the customers with enthusiasm and confidence. In addition, the
seller can understand the customer's wishes and requirements in advance before contacting
him.
According to Rippe, and Campbell (2017) at this stage, it is the moment when the sales
professional needs to seek as much information as possible about the company from which
potential customers are trained; what the business needs, the people involved in the buying
decision and the buyers. The seller should set a visitor's goal; define information or sell
immediately based on the evaluations of potential customers. Another important task is to
decide: What is the best method? "This could be a personal visit, a phone call, or a letter."
Finally, “plan a general sales strategy for the customer”.
To sell more and efficiently, it is necessary to collect rich data from the lead, both from
passive and passive sources. So, the role of the pre approach is essential to guarantee this
understanding on the part of the salesperson, to identify the right point to make the sales
approach and bring it faster and more efficiently. The more details the pre-seller passes on to
the seller, the more efficient the sale will be.
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