Integrated marketing communications (IMC) strategies aim to deliver clear, consistent messaging across all communication channels. IMC involves carefully coordinating advertising, public relations, websites, and other promotional tools. The goal is to ensure customers receive the same brand messages whenever they interact with the organization. While advertising remains important, the internet is now central to most tourism business's marketing. IMC requires integrating objectives, messages, and branding across all promotional activities to present a unified marketing strategy.
The document provides an introduction to the hospitality industry. It describes the industry as one of the fastest growing sectors of the economy today, worth billions of dollars, and diverse with opportunities in areas like lodging, food and beverage, travel, and entertainment. The industry employs shift work and operates 365 days a year. Products are intangible and perishable. Formal education and experience are important for career opportunities, and employers consider skills, communication abilities, and character when making assessments.
This document discusses key concepts in marketing tourism, including the traditional 4Ps marketing mix of product, price, place, and promotion. It notes that tourism products have intangible characteristics like experiences. The 7Ps model is also introduced, which expands on the traditional model by including people, process, and physical evidence. Tourism differs from other industries in that the product experience spans from pre-trip anticipation to post-trip reflection, and involves integrating multiple suppliers. Marketing tourism requires understanding target markets' expectations and managing employees, processes, and physical facilities to deliver a consistent brand experience.
The document discusses key concepts related to destination branding including defining what a destination brand is, the importance of destination image, positioning, and the five phases of developing a destination brand identity. It notes that a destination brand differentiates a place, conveys its unique personality, and is not just a slogan or logo. It also provides examples of successful destination branding campaigns internationally, nationally, and for Midwest regions.
Packaged tours include components like air travel, accommodation, sightseeing, and other travel services arranged by tour companies for independent travelers. Packaged tours can be all-inclusive or allow purchasing components separately. Escorted tours include an educational tour manager to assist travelers, especially those visiting foreign countries for the first time. Hosted tours utilize the services of local agencies at destinations to provide personalized services. Incentive tours are fully paid reward holidays provided by companies to employees to motivate performance and loyalty. Freedom tours are self-planned tours that allow tourists flexibility in deciding their travel.
The document discusses tourism marketing and provides guidance on developing an effective tourism marketing strategy. It defines tourism marketing and outlines key differences from product marketing. A systematic approach to marketing segmentation, orientation, strategies, and plans is described. Procedures for marketing tourism destinations and organizations are also identified, including market planning, target market selection, and marketing mix selection.
The document discusses the Philippine tourism industry and the roles of travel agencies and tour operators. It notes that tourism is a key contributor to the Philippine economy. It then provides details on the functions of travel agencies, including providing travel information and arrangements, processing documentation, and assisting with refunds or cancellations. The document also distinguishes between tour operators and travel agencies, and outlines the typical organizational structure and responsibilities of travel agency departments.
Chapter 1 Tourism and Hospitality Marketing (Tourism and Hospitality Marketing )Md Shaifullar Rabbi
This document provides an overview of tourism and hospitality marketing presented by Md. Shaifullar Rabbi. It begins with Rabbi's professional experience and educational qualifications. It then defines tourism, hospitality, and various tourism products. It discusses the UNWTO and other definitions of tourism. It also explains concepts related to marketing like the 4 P's of marketing, types of marketing, branding, and the key marketing concepts for tourism and hospitality industries. Finally, it discusses planning for services marketing in the tourism sector.
The document discusses MICE (Meetings, Incentives, Conventions and Exhibitions) tourism. MICE represents a sector of business events and activities beyond leisure tourism. Key players in the sector include clients like associations and corporations who organize these events, and suppliers who provide services like airlines, accommodations, and venues. The document then provides overviews and explanations of the different types of events in MICE - meetings which share information, incentives which reward salespeople, conventions for exchanges between common interest groups, and exhibitions to showcase new products and services to potential buyers. Reasons for MICE include stimulation, networking, education, product updates, and strategic planning.
The document provides an introduction to the hospitality industry. It describes the industry as one of the fastest growing sectors of the economy today, worth billions of dollars, and diverse with opportunities in areas like lodging, food and beverage, travel, and entertainment. The industry employs shift work and operates 365 days a year. Products are intangible and perishable. Formal education and experience are important for career opportunities, and employers consider skills, communication abilities, and character when making assessments.
This document discusses key concepts in marketing tourism, including the traditional 4Ps marketing mix of product, price, place, and promotion. It notes that tourism products have intangible characteristics like experiences. The 7Ps model is also introduced, which expands on the traditional model by including people, process, and physical evidence. Tourism differs from other industries in that the product experience spans from pre-trip anticipation to post-trip reflection, and involves integrating multiple suppliers. Marketing tourism requires understanding target markets' expectations and managing employees, processes, and physical facilities to deliver a consistent brand experience.
The document discusses key concepts related to destination branding including defining what a destination brand is, the importance of destination image, positioning, and the five phases of developing a destination brand identity. It notes that a destination brand differentiates a place, conveys its unique personality, and is not just a slogan or logo. It also provides examples of successful destination branding campaigns internationally, nationally, and for Midwest regions.
Packaged tours include components like air travel, accommodation, sightseeing, and other travel services arranged by tour companies for independent travelers. Packaged tours can be all-inclusive or allow purchasing components separately. Escorted tours include an educational tour manager to assist travelers, especially those visiting foreign countries for the first time. Hosted tours utilize the services of local agencies at destinations to provide personalized services. Incentive tours are fully paid reward holidays provided by companies to employees to motivate performance and loyalty. Freedom tours are self-planned tours that allow tourists flexibility in deciding their travel.
The document discusses tourism marketing and provides guidance on developing an effective tourism marketing strategy. It defines tourism marketing and outlines key differences from product marketing. A systematic approach to marketing segmentation, orientation, strategies, and plans is described. Procedures for marketing tourism destinations and organizations are also identified, including market planning, target market selection, and marketing mix selection.
The document discusses the Philippine tourism industry and the roles of travel agencies and tour operators. It notes that tourism is a key contributor to the Philippine economy. It then provides details on the functions of travel agencies, including providing travel information and arrangements, processing documentation, and assisting with refunds or cancellations. The document also distinguishes between tour operators and travel agencies, and outlines the typical organizational structure and responsibilities of travel agency departments.
Chapter 1 Tourism and Hospitality Marketing (Tourism and Hospitality Marketing )Md Shaifullar Rabbi
This document provides an overview of tourism and hospitality marketing presented by Md. Shaifullar Rabbi. It begins with Rabbi's professional experience and educational qualifications. It then defines tourism, hospitality, and various tourism products. It discusses the UNWTO and other definitions of tourism. It also explains concepts related to marketing like the 4 P's of marketing, types of marketing, branding, and the key marketing concepts for tourism and hospitality industries. Finally, it discusses planning for services marketing in the tourism sector.
The document discusses MICE (Meetings, Incentives, Conventions and Exhibitions) tourism. MICE represents a sector of business events and activities beyond leisure tourism. Key players in the sector include clients like associations and corporations who organize these events, and suppliers who provide services like airlines, accommodations, and venues. The document then provides overviews and explanations of the different types of events in MICE - meetings which share information, incentives which reward salespeople, conventions for exchanges between common interest groups, and exhibitions to showcase new products and services to potential buyers. Reasons for MICE include stimulation, networking, education, product updates, and strategic planning.
A travel agency helps arrange transportation, accommodations, tours, and trips for travelers. It makes arrangements for people who want to travel. A travel agency has several departments including marketing, sales, advertising, research and development, public relations, finance, accounting, international tourism, domestic travel, and documentation to help plan trips and deal with foreign exchange.
Manual for Training course on Tourism Product Development and Good Marketing ...duanesrt
From July 14th to 18th, 2014, a Training Course on Tourism Product Development and Good Marketing Practices was organised by the ESRT Programme in Vung Tau city.
This training course has been developed to provide tourism administrators from governmental agencies and Southern provincial Departments of Culture, Sports and Tourism with a deeper understanding and basic practice skills on market, process of tourism product development and marketing planning, which can be taken into their daily work.
Digital marketing in tourism and hospitality is defined as the use of digital channels to promote a travel, tourism and hospitality related products or services.
This document outlines the key steps involved in tour planning and operation, including researching destinations, negotiating with suppliers, pricing packages, marketing tours, and carrying out pre-tour preparations. It discusses the planning, negotiation, administrative, marketing and departure stages of the tour operating process. It also describes negotiating with airlines and hotels, pricing strategies, and the duties of overseas representatives during tours.
This document discusses hotel management and operations. It identifies several objectives, including understanding the basic management structure and organizational chart of a hotel. It describes different categories of hotel guests and the common aims of satisfying guests and running a profitable business. The document outlines various types of hotels including motor hotels, town hotels, resort hotels, tourist hotels, airport hotels, and beach hotels. It also describes the range of amenities hotels provide and factors that influence hotel prices and tariffs. Finally, it discusses key hotel departments and positions like front office, housekeeping, maintenance, and human resources as well as the duties and responsibilities of hotel general managers.
Difference between tour operator and travel agent10th
A tour operator is responsible for arranging all aspects of a tour such as transportation, accommodation, meals, guides, and optional activities. They contract with various service providers and package the components together. Tour operators focus on select destinations and provide convenient travel options for tourists. A travel agent sells tour packages to clients and acts as an intermediary between tour operators and customers, helping clients book packages that meet their needs and budgets.
Combined presentation of student reports and the lectures on Lodging and Accommodation for the subject Principles of Tourism II for the College of International Tourism and Hospitality Management of the Lyceum of The Philippines Cavite, Campus. All photographs are grabbed from the internet and credit is due to their respective photographers.
Destination marketing plays a key role in tourism by promoting the image and branding of a destination to attract visitors. The core product being marketed is the destination itself, including its attractions, amenities, accessibility, and perceived image. National tourism organizations in most countries are responsible for destination marketing through promotional campaigns and product development. Their goals are to raise awareness of the country as a visitor destination and maximize long-term tourism benefits. In New Zealand, Tourism New Zealand undertakes destination marketing with the mission of marketing the country as a visitor destination.
Thomas Cook was the first travel agency, starting tours in 1841 in England. A travel agency acts as an agent to sell travel services from suppliers like airlines and hotels, without keeping an inventory. Thomas Cook arranged the first trip abroad from England to France in 1845 and went on to organize large tours around the world. He established Thomas Cook & Son which became a major global travel company before being nationalized and later privatized. Today Thomas Cook Group operates various travel brands in many countries.
The document discusses tangible services provided in hotel sectors. It lists 9 key tangible services that guests expect from hotels including good menu and ambiance, comfortable beds, attentive phone answering, lighting, aroma, simple tasty food, and clear check-in and check-out processes. It also lists 11 additional amenities and services commonly provided by hotels such as swimming pools, cafes, and laundry services. Finally, it briefly discusses tangible tourism services beyond hotels which involve the acquisition and supply of goods and services like tour packages, transportation, accommodation, and guide services.
This document discusses tourism in India. It defines tourism and notes that according to the World Tourism Organization, a tourist is someone who travels outside their usual environment for less than a year for leisure or business. Tourism is an important source of income for many countries and regions. It brings money into local economies through visitor spending on transportation, accommodations, entertainment, and more. The tourism sector is large in India, generating foreign exchange earnings. The government promotes tourism through various initiatives. Goa relies heavily on tourism, with its beaches, greenery, and relaxed environment attracting many foreign visitors each year. Challenges to tourism include health, security, and economic issues. To conclude, tourism has significant potential to create jobs and income for
INTRODUCTION TO FRONT OFFICE:
the basics, such as the personnel under the front office department, their duties and responsibilities. and etc. SEE FOR YOURSELF.
Introduction of Tourism and Hospitality Marketing
Characteristics of the Tourism Industry
Tangible
Inseparable
Variable
Seasonal
Substitutable
High involvement
This document discusses factors that influence tourism consumer behavior and decision making. It covers motivation theories, roles and psychographics of tourists, and models of the consumer decision process. Key elements discussed include attitudes, perceptions, images, and motivators that differ between individuals and affect travel decisions.
This document discusses key concepts relating to quality service in the hospitality industry. It begins by outlining the objectives of understanding differences between products and services, the importance of meeting guest expectations, defining service quality and value, and listing components of the guest experience. It then provides examples of defining quality, value, and costs. It also discusses the nature of services, dimensions of service quality like reliability and responsiveness, and components of the guest experience like the service product, setting, and delivery system. The document aims to explain fundamental hospitality concepts.
This document discusses destination branding and marketing. It begins by restating the objectives, which include explaining the importance of destination branding, the development of brand identity, and the impact of film tourism on destination branding. It then provides background on international tourist arrivals and discusses destinations as brands. It also evaluates how the Philippines is faring in tourism development compared to its Southeast Asian neighbors.
The document discusses various strategies for hotel sales and marketing. It begins by outlining key trends to understand such as guest expectations and purchasing behaviors. It also emphasizes the importance of tracking marketing program results and using appropriate distribution channels. The document further stresses having the right management team to provide excellent customer service. It provides examples of low-cost marketing tactics like flyers, brochures, and partnerships. Overall it offers guidance on comprehensively understanding customers and implementing an effective marketing strategy.
This document discusses tourism distribution channels which bring together travelers and tourism service providers. It describes the main operating sectors of the tourism industry and explains three types of distribution channels - direct, two-level, and three-level - outlining their key characteristics and advantages. Specialized intermediaries that operate within these channels are also overviewed.
Market segmentation is the process of dividing a tourism market into subgroups with similar needs and characteristics in order to develop targeted marketing strategies. Key reasons for segmentation include that the tourism market is too large and diverse otherwise. Common criteria for segmentation include geographic location, demographics, psychographics, and product benefits sought. Benefits of segmentation are understanding customer needs, efficient marketing spending, and precise strategy development.
This document discusses tourism policy and its objectives. Tourism policy is defined as public policy formulated by central and local governments to regulate the tourism industry. The objectives of tourism policy are to maximize economic, socio-cultural, and environmental benefits while minimizing negative impacts. Tourism policy objectives are achieved through planning, legislation, facilitating development, taxation, education/training, and marketing. Governments establish rules and provide infrastructure/support to develop the tourism sector in a sustainable manner.
This document discusses promotion as an important part of the marketing mix. It defines promotion as using advertising, sales promotions, personal selling, direct mail, trade shows, sponsorships and public relations to inform consumers and persuade them to buy. It then lists common promotion objectives like increasing sales, raising awareness, and demonstrating product qualities. The document also discusses promotion decisions involving choosing a promotion mix and advertising approaches. It describes the role of advertising agencies in advising on promotion strategies and creating ads. Finally, it outlines factors to consider when selecting advertising media like cost, audience, and legal constraints.
A travel agency helps arrange transportation, accommodations, tours, and trips for travelers. It makes arrangements for people who want to travel. A travel agency has several departments including marketing, sales, advertising, research and development, public relations, finance, accounting, international tourism, domestic travel, and documentation to help plan trips and deal with foreign exchange.
Manual for Training course on Tourism Product Development and Good Marketing ...duanesrt
From July 14th to 18th, 2014, a Training Course on Tourism Product Development and Good Marketing Practices was organised by the ESRT Programme in Vung Tau city.
This training course has been developed to provide tourism administrators from governmental agencies and Southern provincial Departments of Culture, Sports and Tourism with a deeper understanding and basic practice skills on market, process of tourism product development and marketing planning, which can be taken into their daily work.
Digital marketing in tourism and hospitality is defined as the use of digital channels to promote a travel, tourism and hospitality related products or services.
This document outlines the key steps involved in tour planning and operation, including researching destinations, negotiating with suppliers, pricing packages, marketing tours, and carrying out pre-tour preparations. It discusses the planning, negotiation, administrative, marketing and departure stages of the tour operating process. It also describes negotiating with airlines and hotels, pricing strategies, and the duties of overseas representatives during tours.
This document discusses hotel management and operations. It identifies several objectives, including understanding the basic management structure and organizational chart of a hotel. It describes different categories of hotel guests and the common aims of satisfying guests and running a profitable business. The document outlines various types of hotels including motor hotels, town hotels, resort hotels, tourist hotels, airport hotels, and beach hotels. It also describes the range of amenities hotels provide and factors that influence hotel prices and tariffs. Finally, it discusses key hotel departments and positions like front office, housekeeping, maintenance, and human resources as well as the duties and responsibilities of hotel general managers.
Difference between tour operator and travel agent10th
A tour operator is responsible for arranging all aspects of a tour such as transportation, accommodation, meals, guides, and optional activities. They contract with various service providers and package the components together. Tour operators focus on select destinations and provide convenient travel options for tourists. A travel agent sells tour packages to clients and acts as an intermediary between tour operators and customers, helping clients book packages that meet their needs and budgets.
Combined presentation of student reports and the lectures on Lodging and Accommodation for the subject Principles of Tourism II for the College of International Tourism and Hospitality Management of the Lyceum of The Philippines Cavite, Campus. All photographs are grabbed from the internet and credit is due to their respective photographers.
Destination marketing plays a key role in tourism by promoting the image and branding of a destination to attract visitors. The core product being marketed is the destination itself, including its attractions, amenities, accessibility, and perceived image. National tourism organizations in most countries are responsible for destination marketing through promotional campaigns and product development. Their goals are to raise awareness of the country as a visitor destination and maximize long-term tourism benefits. In New Zealand, Tourism New Zealand undertakes destination marketing with the mission of marketing the country as a visitor destination.
Thomas Cook was the first travel agency, starting tours in 1841 in England. A travel agency acts as an agent to sell travel services from suppliers like airlines and hotels, without keeping an inventory. Thomas Cook arranged the first trip abroad from England to France in 1845 and went on to organize large tours around the world. He established Thomas Cook & Son which became a major global travel company before being nationalized and later privatized. Today Thomas Cook Group operates various travel brands in many countries.
The document discusses tangible services provided in hotel sectors. It lists 9 key tangible services that guests expect from hotels including good menu and ambiance, comfortable beds, attentive phone answering, lighting, aroma, simple tasty food, and clear check-in and check-out processes. It also lists 11 additional amenities and services commonly provided by hotels such as swimming pools, cafes, and laundry services. Finally, it briefly discusses tangible tourism services beyond hotels which involve the acquisition and supply of goods and services like tour packages, transportation, accommodation, and guide services.
This document discusses tourism in India. It defines tourism and notes that according to the World Tourism Organization, a tourist is someone who travels outside their usual environment for less than a year for leisure or business. Tourism is an important source of income for many countries and regions. It brings money into local economies through visitor spending on transportation, accommodations, entertainment, and more. The tourism sector is large in India, generating foreign exchange earnings. The government promotes tourism through various initiatives. Goa relies heavily on tourism, with its beaches, greenery, and relaxed environment attracting many foreign visitors each year. Challenges to tourism include health, security, and economic issues. To conclude, tourism has significant potential to create jobs and income for
INTRODUCTION TO FRONT OFFICE:
the basics, such as the personnel under the front office department, their duties and responsibilities. and etc. SEE FOR YOURSELF.
Introduction of Tourism and Hospitality Marketing
Characteristics of the Tourism Industry
Tangible
Inseparable
Variable
Seasonal
Substitutable
High involvement
This document discusses factors that influence tourism consumer behavior and decision making. It covers motivation theories, roles and psychographics of tourists, and models of the consumer decision process. Key elements discussed include attitudes, perceptions, images, and motivators that differ between individuals and affect travel decisions.
This document discusses key concepts relating to quality service in the hospitality industry. It begins by outlining the objectives of understanding differences between products and services, the importance of meeting guest expectations, defining service quality and value, and listing components of the guest experience. It then provides examples of defining quality, value, and costs. It also discusses the nature of services, dimensions of service quality like reliability and responsiveness, and components of the guest experience like the service product, setting, and delivery system. The document aims to explain fundamental hospitality concepts.
This document discusses destination branding and marketing. It begins by restating the objectives, which include explaining the importance of destination branding, the development of brand identity, and the impact of film tourism on destination branding. It then provides background on international tourist arrivals and discusses destinations as brands. It also evaluates how the Philippines is faring in tourism development compared to its Southeast Asian neighbors.
The document discusses various strategies for hotel sales and marketing. It begins by outlining key trends to understand such as guest expectations and purchasing behaviors. It also emphasizes the importance of tracking marketing program results and using appropriate distribution channels. The document further stresses having the right management team to provide excellent customer service. It provides examples of low-cost marketing tactics like flyers, brochures, and partnerships. Overall it offers guidance on comprehensively understanding customers and implementing an effective marketing strategy.
This document discusses tourism distribution channels which bring together travelers and tourism service providers. It describes the main operating sectors of the tourism industry and explains three types of distribution channels - direct, two-level, and three-level - outlining their key characteristics and advantages. Specialized intermediaries that operate within these channels are also overviewed.
Market segmentation is the process of dividing a tourism market into subgroups with similar needs and characteristics in order to develop targeted marketing strategies. Key reasons for segmentation include that the tourism market is too large and diverse otherwise. Common criteria for segmentation include geographic location, demographics, psychographics, and product benefits sought. Benefits of segmentation are understanding customer needs, efficient marketing spending, and precise strategy development.
This document discusses tourism policy and its objectives. Tourism policy is defined as public policy formulated by central and local governments to regulate the tourism industry. The objectives of tourism policy are to maximize economic, socio-cultural, and environmental benefits while minimizing negative impacts. Tourism policy objectives are achieved through planning, legislation, facilitating development, taxation, education/training, and marketing. Governments establish rules and provide infrastructure/support to develop the tourism sector in a sustainable manner.
This document discusses promotion as an important part of the marketing mix. It defines promotion as using advertising, sales promotions, personal selling, direct mail, trade shows, sponsorships and public relations to inform consumers and persuade them to buy. It then lists common promotion objectives like increasing sales, raising awareness, and demonstrating product qualities. The document also discusses promotion decisions involving choosing a promotion mix and advertising approaches. It describes the role of advertising agencies in advising on promotion strategies and creating ads. Finally, it outlines factors to consider when selecting advertising media like cost, audience, and legal constraints.
The document defines promotion mix as the specific blend of promotion tools a company uses to communicate customer value and build relationships. It identifies the main elements of promotion as advertising, personal selling, sales promotion, exhibitions, sponsorship, and public relations. Each element is then briefly described, with advertising defined as paid communication to create awareness and gain response, personal selling as managing personal customer relationships, and sales promotions as tactics to incentivize purchase like BOGO offers or money-off deals.
The document discusses marketing strategies for tourism destinations in Greece. It notes that currently Greek tourism destinations lack focus, proper data collection and marketing plans. This has led to low occupancy rates, returns and longer stays.
The document proposes developing a targeted marketing strategy for Olympia, Greece that focuses on specific European customer groups. It suggests creating customized travel packages and using geolocation and mobile technologies to better promote Olympia and measure effectiveness.
The goal is to position Olympia as a unique cultural tourism brand through synergistic cooperation between stakeholders and an updated marketing approach that focuses on customer satisfaction.
This chapter discusses tourism promotion as part of the larger framework of marketing communication. It covers the promotion mix and its elements in detail, including the process for developing a promotion plan and different promotional tools used in tourism, such as brochures, events, movies, and cinema. The goal of promotion is effective communication.
The importance of marketing mix to the Travel, Tourism and Hospitality manage...Paul Solaman Srilal 🇱🇰
The document discusses the components of the marketing mix and their importance to the travel, tourism, and hospitality industry. It analyzes pricing strategies and policies related to the industry. The marketing mix, also known as the 8Ps, includes product, price, place, promotion, people, packaging, programming, and partnership. Pricing strategies discussed include those for new product introduction, growth, maturity, and decline stages of the product lifecycle. Factors influencing pricing decisions such as costs, demand, and competition are also examined.
Marketing in Travel & Tourism: Concepts and Principles Karen Houston
This document provides an overview of key concepts in marketing for the travel and tourism sector. It defines marketing and discusses the importance of understanding customer needs. It also covers different management orientations like marketing orientation. Market segmentation is discussed as an important technique for targeting customer groups. Determinants of tourism demand and models of consumer motivations and decision making are summarized. The document emphasizes the importance of monitoring customer data and relationships to enhance marketing strategies.
Service Marketing Mix in Airlines IndustryBiswajit Ghosh
This document discusses the marketing mix strategies for airlines. It outlines the 7Ps of the extended marketing mix that are important for service industries like airlines - product, price, place, promotion, people, process, and physical evidence. For each P, it provides examples of factors airlines must consider like product types, pricing strategies, distribution channels, advertising approaches, staff competencies, service processes, and physical touchpoints that represent the brand. The goal is to deploy an enhanced marketing approach for airlines that not only reaches customers but creates desire for the services.
The document discusses the marketing communications mix, which consists of 6 ways for companies to communicate their message to customers: advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, and personal selling. Each of these channels is briefly defined. The document was written by Ricardo Vanegas in 2011 to provide a brief overview of the marketing communications mix.
This document discusses the marketing mix of the airline industry. It defines the marketing mix as the different choices organizations make to bring products or services to market. For services like airlines, an enhanced marketing mix is needed that creates desire for the service beyond just reaching customers. The marketing mix in airlines includes 7 Ps - Product, Price, Place, Promotion, People, Process, and Physical Evidence. Each P is then defined in the context of airlines, such as product mix including on-ground and in-flight services, price mix including premium and low-cost options, and promotion mix involving advertising, publicity, and sales promotions. Air India is used as an example, outlining its background, products/services, places
AirAsia was established in 2001 in Malaysia with a vision of "Now Everyone Can Fly" by offering low-cost airfares. It began with only two Boeing 737-300 aircraft on point-to-point routes between cities. AirAsia has since grown significantly and now has routes spanning over 20 countries in Asia, challenging norms in the airline industry. Through strategies like focusing on customers and cost-leadership, AirAsia aims to serve the billions of people in Asia currently underserved by air travel.
This document outlines chapters from a marketing management textbook focused on mass communications. It discusses developing advertising programs through the five Ms of mission, money, message, media and measurement. It also covers sales promotions, events, public relations and legal/ethical considerations. Specific topics include setting advertising objectives, deciding budgets, developing campaigns, different media channels, and ensuring social responsibility in Asian cultural contexts.
Chapter 9 Identifying Market Segments and TargetsPeleZain
- Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Developing an advertising program involves five steps: setting objectives, establishing a budget, choosing the message/creative strategy, deciding on media, and evaluating effects.
- Sales promotion consists of mostly short-term incentive tools designed to stimulate quicker or greater purchase of particular products.
- Events and experiences are a means for companies to become part of special moments in consumers' lives to broaden relationships, but must be properly managed.
- Public relations includes programs to promote or protect a company's image through publications, events, news, community affairs and more at a lower cost than advertising.
Integrated Marketing Communication (IMC) refers to coordinating various marketing communication tools, channels, and messages to deliver a unified brand image and message. The goal of IMC is to present a cohesive brand identity that fosters stronger connections with consumers. Coca-Cola employs IMC through consistent branding, multichannel advertising, social media engagement, sponsorships, product placements, and personalized marketing to maintain its brand presence and engage consumers.
UNIT-9-MANAGING MASS AND PERSONAL COMMUNICATION.pptetebarkhmichale
Invoice Finance
In Ethiopia, Ethio Lease is the first privately owned equipment leasing company with a license from the National Bank of Ethiopia. Ethio Lease provides its customers with carefully selected equipment on the basis of a lease contract, whereby the customer is the Lessee, who has a conditional right to use the equipment, and Ethio Lease is the Lessor, who buys and owns the equipment. If the equipment needs to be imported, Ethio Lease will buy the equipment abroad, using foreign currency from its parent company, AAFC. Ethio Lease customers can pay the lease fee in Ethiopian Birr. While leasing comes in many forms and shapes, for now the only form of leasing that the NBE will allow is a capital lease (aka “financial lease” or “full pay-out” lease). This Ethio Lease can be an alternative foe very few startups, it cannot be considered as a significant alternative for startups since most of them couldn’t fit it and it couldn’t be accessible enough.
This document discusses various aspects of promotion including definitions, objectives, tools, and methods. It defines promotion as activities that communicate the benefits of a product or service to customers and generate sales. The key tools of promotion discussed are advertising, personal selling, sales promotion, direct marketing, publicity, and public relations. Both conventional methods like brochures and unconventional methods like emotional branding are covered. The document also outlines some advantages and disadvantages of promotions, particularly sales promotions which can increase price sensitivity and forward buying from dealers.
The document discusses promotion mix and advertising. It defines promotion as communicating with consumers about a product's price, availability, and other attributes to influence purchase decisions. The promotion mix includes advertising, sales promotions, public relations, personal selling, and direct marketing. Advertising involves paid, non-personal communication to spread information about a product to potential customers. The objectives of advertising are to create demand, prepare for new products, face competition, and create or enhance goodwill. Types of advertising discussed include print, broadcast, outdoor, covert, and public service advertising. The advertising budget is the amount allocated for advertising activities.
International Marketing Communication and its process..promotional tools Radhika Arora
This document provides an overview of international marketing communications and promotional strategies. It discusses key concepts such as:
- The definition of integrated marketing communications as coordinating all marketing tools to maximize impact at minimal cost.
- How communication is important for export marketing to provide buyers with needed purchase decision information.
- Common objectives, metrics and steps for planning international promotional campaigns, including determining target audiences, budgets, and effectiveness measurements.
Integrated marketing communication (IMC) involves coordinating different communication channels like advertising, sales promotion, public relations, direct marketing, and social media to deliver a unified message to customers. The goal of IMC is to create a seamless brand experience and maximize the effectiveness of each marketing channel. IMC considers how all aspects of the marketing mix can work together harmoniously to effectively promote products and services to end-users.
1) The document discusses integrated marketing communication (IMC) strategies used by Bajaj for its Pulsar motorcycle brand. IMC involves coordinating different promotional elements like advertising, public relations, sales promotions etc. to deliver consistent branding.
2) Bajaj has used IMC successfully for Pulsar through ads, press releases, dealer promotions and R&D innovations that have kept the 10-year-old brand competitive. Pulsar is a market leader in India with various engine options.
3) Key aspects of Bajaj's IMC for Pulsar discussed are its manufacturing units, focus on R&D, global expansion plans through partnerships, and view of Pulsar
The document discusses various aspects of marketing communications and advertising. It defines the communications mix as involving all tools used to communicate with customers, including advertising, social media, packaging, direct marketing, websites, and events. It notes that successful campaigns use all elements of the communications mix in an integrated, multi-channel approach. The document then distinguishes the communications mix from the marketing mix and outlines different types of advertising appeals and sales promotion tools.
This document provides an overview of advertising, including definitions, objectives, classifications, and the structure and functions of advertising agencies. It defines advertising as a paid, non-personal form of promotion and defines modern advertising as a complex communication using strategies to impact consumer behavior. The document outlines the basic factors of advertising and objectives such as brand awareness, sales increases, and profit growth. It then classifies advertisements based on consumers, media, business type, and area. Finally, it describes the major departments of advertising agencies, including creative, media, production, accounting, and examples of top agencies in India.
IMC unit 3design & execution of advertisements prof dr kanchan.pptxProf. Kanchan Kumari
This document discusses key aspects of designing and executing effective advertisements, including message development, types of advertisements, layout, production, and measuring effectiveness. It covers determining the central message or idea to convey to the intended audience, the different formats advertisements can take (print, television, online, etc.), principles of effective visual layout, the production process, testing concepts with target customers, and methods for evaluating whether advertising is achieving its goals and driving desired outcomes like increased sales.
The document discusses various promotional strategies used in industrial marketing. It covers determining communication objectives, identifying target audiences, developing message strategies, selecting promotional media, setting budgets, evaluating effectiveness, and integrating promotional programs. The major promotional tools for industrial markets are personal selling, advertising, sales promotion, publicity/PR, and direct marketing. Advertising helps create awareness, reach buying centers, and support sales. Sales promotion gathers leads and rewards customers. Publicity/PR builds community relations while direct marketing uses mail, telemarketing and online channels.
Role of Integrated Marketing Communication; Process of Marketing Communication; Definition and
Scope of Advertising Management; Determination of Target Audience, Advertising and Consumer
Behavior; Setting Advertising Objectives, DAGMAR; Determining Advertising Budgets; Advertising
Strategy and Planning, Creative Strategy Development and Implementation
What is Digital Marketing? Advantages and Disadvantagesnewshariqueraza2
Digital marketing is the art of promoting brands and building relationships with customers digitally.
In this era, customers are using the internet on mobile devices and laptops, and lots of traffic comes from digital platforms like Google, Youtube, Facebook, Instagram, Twitter, Gmail, and others. That is why digital marketing is all about connecting with potential customers through the internet and other digital means.
Also, we can say it is online marketing as well as Internet marketing.
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Marketing in Travel & Tourism: Using the Promotional Mix
1. Marketing in Travel & Tourism
Unit #5 – Learning Outcome 4
Using the promotional mix in travel
and tourism
THE ROLE OF THE PROMOTIONAL MIX
The International Travel College of New Zealand
1
2. Integrated Marketing Communications
(IMC) Strategies
•
Advertising, public relations (PR) and sales promotion have always
been the most visible outputs of travel and tourism marketing, but
not the most important or the largest elements in the marketing
budget.
• In the 21st century the Internet has become the distribution channel
of course, and websites are now the centre of most travel and
tourism businesses marketing communications activities.
• Traditional media however still plays a part, particularly for larger
organizations such as airlines and hotel groups who use print media
to communicate with shareholders, politicians or the financial sector.
• This use of new technologies combined with traditional media forms
part of an integrated marketing communications strategy. (IMC)
The International Travel College of New Zealand
2
3. Integrated Marketing Communications
The concept under which a company carefully
integrates and co-ordinates its many
communications channels to deliver a clear,
consistent and compelling message about the
organization and its products.
The International Travel College of New Zealand
3
4. Principles of IMC
• Every time the consumer comes into contact
with the organization they should receive the
same clear, consistent message about the
brand. (brand consistency)
• This applies to the use of the corporate logo, the
colours, the positioning of the product, the
messages in advertising, the style of ads, the
stories or editorials produced for publication –
down to the uniforms worn by staff of the
company.
The International Travel College of New Zealand
4
5. Why use a range of promotional
tools?
•
People in developed countries are increasingly sophisticated in their
consumer behaviour and less likely to be persuaded by ‘hard-sell’
advertising techniques
•
It is harder for companies to establish unique selling points or
differentiate themselves in the market
•
Proliferation of media outlets has let to intense competition for
audiences and advertising spend
•
The audience is fragmented and advertising has to be spread over
many outlets in order to reach the target market
•
Media advertising may not be the most cost-effective way of
reaching the target market
•
Better to avoid presumptions in favour of any one promotional tool
and select the most appropriate one for the objectives of each
specific campaign
The International Travel College of New Zealand
5
6. The use of traditional agencies
•
Traditionally a business would engage an advertising/PR agency
who would design, manage and implement complete range of
services from campaign planning, creative design through to media
buying and evaluation research, PR, sales promotion, and brochure
design.
•
Today companies can buy services from competing specialist
agencies offering just one of the functions, or handle many of these
activities in-house.
•
This has cost advantages and puts the business in direct control of
their marketing, but can dilute the message through a number of
unrelated and uncoordinated ideas and executions.
•
IMC advocates the use of a single full-service agency or strong
control by the client company in order to ensure a unified marketing
communications strategy.
The International Travel College of New Zealand
6
7. 3 levels of IMC
•
Integration of marketing objectives and messages across the range
of promotional tools and communications channels
•
Integration of coordination of the marketing work within the company
and its agencies supplying marketing services
•
The integration of the one-to-many communications of the company
with its one-to-one contacts with the customers throughout their
relationship with the company.
•
This level of integration requires input from the marketers, the PR
department (where there is one involved) and with the departments
responsible for sales and operations as they are the front line of the
company’s interaction with its customers.
The International Travel College of New Zealand
7
8. The Dimensions of Marketing
Communications
•
Promotional materials include advertising, PR, direct-marketing,
sponsorship and sales promotion.
•
Advertising includes any paid-for communication in media aimed at
the public, traditionally TV, radio, print (eg newspapers and
magazines), film or video, poster sites, and now websites and other
digital and social media.
•
Advertising is paid-for ‘space’ using carefully controlled messages
by an organization.
•
PR seeks to obtain publicity for a company and its products through
news stories and features and the company does not have direct
control over the way messages are used.
•
Media advertising involves the ‘one-to-many’ approach (one
message distributed to many people) whereas direct marketing
involves one-to-one communications with customers through the
mail, internet or telephone.
The International Travel College of New Zealand
8
9. Monitoring and Evaluating
Advertising Effectiveness
“Half of my advertising spend is wasted - I just don't know which half!“
•
Smart marketers monitor their advertising spend and compare the expenditure with
the revenue or sales it generates.
•
When the advertising/marketing is designed to ‘build the brand’, inform the market
about the company, raise the company profile, inform the potential customers of new
products etc, it is very difficult to calculate a precisereturn on the marketing
investment.
•
It is also difficult to precisely measure the true effectiveness of advertising as there
are so many external factors to take into consideration such as the weather, political
or other global events that might dominate people’s thoughts and plans.
•
Response measurement in ads may have some coding that identifies the media
used, date of insertion. Replies are assessed against the original expenditure.
Response coupons used to be very popular in travel and tourism but are being
phased out since online activity is so dominant.
It is easy to measure online response though website applications and data bases
that gather not only the contact and personal details of enquirers but the channel
through which they accessed any particular business website or product.
•
•
The International Travel College of New Zealand
9
11. Advertising
• Advertising is any paid form of non-personal
presentation and promotion of ideas, goods or services
to a targeted audience by an identified sponsor.
• The advantage of paid-for advertising is that the
advertiser has full control over the message content, and
depending on the budget, can choose ad size, position
and insertion frequency.
• The cost of media advertising and the difficulties of being
noticed and remembered among so many other
competing messages are also drawbacks, particularly for
organizations with limited budgets.
The International Travel College of New Zealand
11
12. Advertising Objectives
Typical objectives will include:
•
•
•
•
Creating awareness
Informing
Persuading
Reminding
• Objectives must be fixed to a specified time period and
measurement.
• Some advertising in travel and tourism is designed to
stimulate ‘immediate’ action, ie the ordering of a
brochure or the purchase of the product!
The International Travel College of New Zealand
12
13. The Role of Advertising
Agencies
•
Small businesses often undertake their own advertising, and in New Zealand
this is very common. Profit margins are low and using an advertising agency
adds to the marketing cost.
•
A small business may use a company to purchase advertising space on their
behalf but they still create their own ads.
•
Advertising agencies can achieve lower costs through ‘bulk buying’ on behalf of
their clients, and their knowledge of the industry is invaluable when preparing ad
campaigns.
•
A typical advertising agency is involved in creative planning, development of
concepts and ideas, design and production of visual materials, media planning,
scheduling and buying, monitoring and evaluation of advertising performance.
•
Ad agencies are usually selected through a competitive tender process and
once selected build-up a long term relationship with their clients.
•
Ad agencies will appoint an account director or executive who liaises between
the agency team and the client.
The International Travel College of New Zealand
13
14. PR in Travel and Tourism
• Complementary to media advertising
• Helps to develop credibility across an organization
• Seeks to raise the company’s visibility through media
relations
• Tourism is subject to both positive and negative publicity
due to the high profile of the industry
• A need for tourism organizations to be seen to behave
responsibility towards the natural and social environment
• Successful PR needs a planned and budgeted
programme
The International Travel College of New Zealand
14
15. Measuring the results of PR
•
Evaluation of PR results should be against the objectives for the
programme. Activities usually include:
•
Media content analysis involving:
the counting of column centimeters of media coverage obtained in
any given period or relating to any specific programme. The column
centimeters are costed out at the rate that would have been charged
had the coverage been paid-for advertising. The $$ amount is the
‘value’ of the free coverage.
A key word count which monitors the number of times an
organization’s name or brand is mentioned. Much of that can now
be handled via Google alerts whereby Google emails a user any
links to content containing words they have identified as requiring
alerts.
The International Travel College of New Zealand
15
16. Sponsorship
•
Sponsorship is a business relationship between a provider of funds, resources or services and an
individual, event or organisation, which offers in return, rights and association that may be used
for commercial advantage
Sleight, 1989
•
Sponsorship can be closely related to advertising in that it involves paying in
order to communicate to a selected target audience a message about the brand
through its association with the event.
The sponsorship itself may only give the right to display the brand name and
logo eg on clothing, buildings, at rugby games
In reality sponsors will also have their brand featured in associated literature
and promotional material.
Expenditure on sponsorship has grown rapidly in recent years due to a range of
factors:
It is seen in a context where competitors are excluded
It can reach audiences difficult to reach through other media
It creates favourable brand associations with exciting and prestigious events
It appeals across linguistic and cultural barriers
Sponsorship can also create goodwill among the public through sponsoring
community or cultural events, thus regarded as a PR activity
Also used as an opportunity for corporate hospitality and entertaining
•
•
•
•
•
The International Travel College of New Zealand
16
17. Sales Promotion + Merchandising
•
•
Sales promotion involves a range of tactical marketing techniques designed within a strategic
marketing framework to add value to a product or service in order to achieve specific sales or
marketing objectives
Merchandising is any practice which contributes to the sale of products to a retail consumer. At a
retail in-store level, merchandising refers to the variety of products available for sale and the
display of those products in such a way that it stimulates interest and entices customers to make
a purchase.
•
The travel and tourism sector product is ‘intangible’ with no physical product to display, so the
retail store (travel agent, airline office, visitor information centre etc) relies on displaying supplier
materials (print and non print) in such a way as to be eye catching and appealing.
•
Much of sales promotion takes place at the point of sale in the form of merchandising eg the
displaying of brochures, use of posters or videos, setting up of window displays.
•
Price based promotions are used to stimulate sales, and offer the consumer a reduction in price
or feature new extras for no additional cost. These ‘price cuts’ are easy for competitors to copy
and risk provoking a price war. Price cuts can also devalue the image of the product with low
price being equated with low quality. There is also the real risk of customers coming to expect the
lower price, making it difficult to increase it again.
•
Added-value packages also stimulate sales, and avoid some of these dangers provided they
enhance the product and reinforce the brand
The International Travel College of New Zealand
17
19. The use of brochures in travel
and tourism
•
Brochures and other print materials represent the third distinctive group of
marketing communications for a planned marketing campaign, in addition to
advertising/PR and sales promotion and merchandising.
•
Travel and tourism relied heavily on printed materials until the advent and
growth of the internet.
•
The design, distribution and large volume use of printed items has been a
major distinguishing feature of travel and tourism marketing.
•
Concerns over wastage, cost savings, the need to adapt to a more fluid
pricing model, and consumer demand for continuous access to up to date
information 24/7 has contributed to the shift to web based materials.
•
Brochures are now available online, easy to read and navigate,
downloadable, printable, with consumers being able make notes within a
brochure, email it to a friend, ‘like’ it or save it to a wish list for further
browsing later.
The International Travel College of New Zealand
19
20. Stages in producing effective
information materials
•
Determining the size, profile and needs of the target audience through market segmentation
and the marketing planning process. Print volume is based on objectives in the marketing plan.
•
Marketing strategy, branding and positioning – print and website materials are planned
together with coordinated messages, images and positioning.
•
Paper quality, choice of colours, density of copy and graphics along with style and density of
photographs matching images to selected target audiences, ensuring images can be scaled for
online use.
•
Specifying brochure/website/objectives. Clarify what the brochure or website is expected to
achieve in the campaign.
•
Deciding the method of distribution. Cost of distribution often exceeds cost of print production
(ITC example of the brochure costing $8 and the ‘pizza box’ that contained it for mailing cost
$10!). Travel and tourism operators have to choose distribution options that meet objectives but
minimize cost.
•
Creative execution. The way in which product concepts and images are
•
Timing. Most printed material are required to be available for distribution at specific times of the
year (in booking seasons, which vary depending on which part of the world the operator is
located). It takes several weeks from the issuing of the initial brief to the agency or printer to final
production of print. Websites can be much more readily created and amended, edited and
updated, and with minimal cost. For operators in a fluid pricing market context website flexibility is
an attractive option as changing prices after materials are printed is extremely costly and time
consuming.
The International Travel College of New Zealand
20
21. Personal Selling
Word of mouth is one of the key factors
influencing the final choice of
destination
(Collier, 2006)
The International Travel College of New Zealand
21
22. Personal Selling in NZ Tourism
•
Research (Lim, 1981) examining the role of promotions in the decision of tourists to visit New
Zealand determined that advertising influenced the actual decision in only 17% of cases whilst
73% of respondents felt that personal communication was the most important variable in the
decision to visit New Zealand.
•
Personal selling (word of mouth) seems to be the most powerful promotional tool with regard to
the actual purchase decision.
•
1995 research looked at methods by which clients came to use a particular service or amenity:
80% of all customers using services provided by businesses within the tourism industry in New
Zealand did so as a result of recommendations from friends, families and others.
•
Tourism NZ has been aware of the importance of personal selling for more than a decade and
has integrated activities to address this key area of influence in its markets.
•
Personal selling initiatives undertaken by Tourism NZ include:
The operation of overseas offices in NZ’s key generating markets, staffed by a sales and
marketing team who regularly promoted NZ o the trade (travel agents and operators) in those
markets.
Personal selling also occurs at trade shows and exhibitions attended by Tourism NZ staff in
addition to representatives from other NZ tourism organizations.
Personal selling via distribution agents is facilitated by Tourism NZ who organize educational trips
to NZ so travel agents can experience the product first hand. These visits are part of the
International Media Programme (IMP)
Collier, 2006
The International Travel College of New Zealand
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