Keywords: marketing travel, marketing tourism, tourism marketing influences
Marketing is the business of promoting a product or a service, to get consumer interest. Marketing is all about discovering what the buyer wants. Marketing can be an is an attempt to increase the knowing of the product or service, and also to make as many sales of the product or service as is possible, the merchandise must satisfy the need or want of a certain individual.
Kotler claims that "Marketing is the real human activity fond of satisfying individual needs and would like through an exchange process" - Blackboard.
Marketing is all about promoting the product, to the right type of consumer, such as a toy would be advertised preferably to a kid. To correctly promote a toy to a child, the company who is promoting the merchandise, would usually use excellent shades, and words to make the product seem like a "must have". The shades would draw in the child's attention, and then make the kid want that product, regardless of whether from the need.
An example of the travel and travel and leisure industry, EasyJet uses shiny orange, because this grabs the attention of the buyer. Smart orange is displayed everywhere, on their website, staff outfits, brochures, and even discounted boards, to help make the prices of travel more appealing.
This can be applied with adults; coloring has a major part to advertise the product, since it draws the buyer to the product being sold. If a car was to be advertised, the business marketing the product, would use color to seize it's audience, and then it could describe the product, saying it's functions, the velocity, how much energy it would ingest, the fact if it's green and a great many other factors. The consumer would then think that this product is amazing, and they automatically want one if it's to their flavour.
Pass Two: Review the factors influencing marketing decisions using illustrations from different travel and travel and leisure organisations.
There are four email factors that affect the travel and travel and leisure industry. We realize them as P. E. S. T. Position for, Political, Economical, Socio-Cultural and Technological factors. These factors play an enormous role in the travel and travel and leisure industry. Below I am going to offer you a brief description of what each of the factors suggest.
Political: The politics factor is all to do with the government. It's how federal government decisions can impact on many business, including the Travel and Tourism industry. Political Factors can include increases in taxes and costs, such as though the government decides an air travel company should pay more taxes towards the federal government, then this finally will affect the consumer in the long run, because if taxes increase, the expense of the product or service will can also increase. Another exemplory case of a political factor could be the government policy of plane tickets being limited from departing at past due hours of the night and morning, scheduled to noise pollution affecting the near by residents. Another example of a politics factor was 9/11. The terrorist disorders that shocked the world. The attacks discontinued the complete travel and tourism industry completely. All aeroplanes were grounded in the United States, and in britain. This affected air travel companies and cost them a lot of money, scheduled to delays and cancellations. 9/11 made people feel terrified to visit by air, and didn't feel it was safe to adopt that risk. 9/11 was a politics message to america, others start to see the attacks essentially as genuine terrorism. However the people who determined the problems probably believed these were repeating this for a just reason. Whereas all of those other world, including me, needed this as genuine terrorism, that affected all most every sector of the travel and tourism industry. Airlines lost billions of pounds to the event, and made consumers terrified to visit for a reasonable timeframe. 9/11 can also are categorized as the sector of the Socio-Cultural factor.
Economical Factors: Inexpensive factors can affect the flight and travel and travel and leisure industry hugely. Inflation can be considered a consequence of this, where the price tag on living raises, but pay do not. My exemplory case of this can be fuel costs. If fuel costs increase for airlines, because of international organisations who supply the airline fuel, then this will have an impact on the consumers price to soar, because the air travel company will fee more for the flight. If the price tag on fuel increases, whenever a holiday or journey has been booked, some airlines assure there will be no energy surcharge, that will mean the consumer won't have to pay more, if fuel costs do increase, but some airlines impose a fuel surcharge for the extensive new cost of the flight.
Socio-Cultural: Communal issues can include such issues of age, health and security. Due to people living longer, holiday needs for the aged generation are starting to increase. Together with the luxury cruise sector in the travel and tourism industry increasing, as it is the most popular choice for the more mature generation. Health issues can also have an impact on travel agents, because if every person falls ill, they won't be well enough to travel, meaning a decrease in profit for air travel industries and head to providers. Again, 9/11 may become part of the factor, as it afflicted the travel and tourism industry by making passengers too frightened to take flight.
Technological: Technological, referring to technology. Which is about how precisely technology can affect the travel and tourism industry. The internet, is utilized now to promote, advertise and primarily sell something. Technology just not only refer to the internet though, because it can make reference to all kinds of technology, such as the tv set, radio and other multimedia formats, such as advertisement and promotion in theatre theatres, before a movie begins. Technology is utilized to promote services in airports, using displays, and screen rollers and electronic digital banners.
Pass Three: Describe the marketing mixture of a chosen travel and tourism organisation.
Product: what's the product? is it physical or is it a service. Will be the features of the product something that will meet the needs and desires of the buyer. Another essential aspect is the brand. Whether it's a favorite company, that has made the product, the company eye would see this brand as a reliable one. The final essential aspect of the product is the packaging. For something to sell at it's best, the packaging should look attractive, be colourful and attractive, and incredibly well provided.
Price: Price is an important part of retailing a product. If an item is too expensive, and not very wanted, the company that is making the product will surely fail. However, whether it's too cheap, people may think that there is something up with it. You will find two types of prices strategies, I am going to express them below.
This is basically charging a really low price for the merchandise or service for a brief timeframe, to get consumer interest. This price will eventually get started to crawl higher, but by enough time it does, there will be a fair amount of consumers interested in the product, and purchasing it. This is usually done to undercut any competition which is a brief term strategy.
This is charging a extremely high price for a fresh product. The company think because the product is new to the market, they may charge an exceptionally high price. But consumers won't pay this high price permanently, so eventually, the purchase price lowers, and it creates it more affordable to the buyer. That is also a short term strategy.
Cost Plus Prices: That is basically, the cost to manufacture the merchandise, and the quantity of income that the company or company wishes to achieve. For example, the merchandise costs, 15. 00 to create, and the maker wants to make a 100% profit, the finish selling price for the merchandise would be 30. 00.
Odds Even Pricing: That is charging for example 1. 99 for something,
instead of 2. 00. 1. 99 makes the merchandise pricing look like a good deal and mor
attractive to the buyer.
Market Led Pricing: That is essentially charging the same price the
competition charge on the market.
Promotion: Advertising is vital as a way to sell a product correctly. The product must be promoted appropriately, indicating it can sell as many units as it can be. Promoting the product in the right area is vital. There is no point in advertising cheap budget airline flights in, the burkha college, because children won't understand. Sponsorship can play an important part in campaign, where money is handed over to a sponsor company, in return for the sponsors branding to be on the merchandise, such as clothing for football groups, branding on free gifts, such as pens. The goal of promotion is to make sure that the consumer is completely aware that the product exists, and persuade the buyer to buy the product. The aim of advertising is to encourage the consumer/customer to repeat the business, meaning they keep returning again and again, to the same brand, which is how a business can establish a quality name for themselves.
Place: Where will the product be sold? Well it has to be sold in the right area. The region must be a place where the product fits in and stands out. Again, why advertise holiday break insurance in a hospital, people would be more worried about whatever has effects on them, than cheap trip insurance. This is vital that the place is correct. The amount of units sold depends upon the area of the product or service. The consumer should be able to locate the merchandise, and read information about it, because it the product is located in the wrong area, how will anybody think it is? The response to that, is they simply won't. The area is also important, to as where in fact the product will be sold. There are various possible places the product can be sold, in retail stores on the traditional, in a catalogue that comes through the letterbox, or on the internet or tv with a primary dial amount.
How EasyJet Use the Marketing Combination:
I'm going to describe how the airline company; EasyJet uses the marketing combination to promote the products and services that they have to offer.
In travel and travel and leisure products, the reduced cost flight uses "the marketing mixture' to sell their products, expecting to get ideal sales. So below, I will describe, the way the company "EasyJet" uses this plan to market their products and services.
EasyJets Marketing Blend Strategy:
Product: EasyJet have a variety of products to offer consumers, not just flights, however, plane tickets is its main way of business. But EasyJet give you a whole range of products and services.
Cheap Accommodation - / Villas and self-catering
Although, EasyJet are recognized for their cheap low cost budget plane tickets to desirable areas in Europe, and domestic vacation spots such as Scotland, wales and over place in the United Kingdom, they always offer the above services, which a good few EasyJet customers will decide for, such as, if a family group will be travelling to Madrid on the low cost package, they probably will opt for the low cost travel insurance too, and perhaps even car lease.
British Airways fee 157. 00p from London Heathrow to Madrid, this is a return ticket. - Information from British Airways Website.
EasyJet demand 113. 86p for the same journey from London Heathrow to Madrid on a return solution. - Information from EasyJet's Website.
EasyJets pricing looks more desirable, because it's less expensive. But for EasyJet to keep up these cheap journey seats, they impose for extras such as baggage allowance and meals. EasyJet also used the "Chances Even Pricing" scheme, with the addition of the 99p, to help make the price look that little bit more appealing, to make it look like a bargain.
Promotion: EasyJet encourages its products in many different ways. EasyJets products are not limited to plane tickets by themselves, EasyJet sell many other products such as cruises, car retain the services of, and travel insurance. Promoting the products in several ways is vital to ensure that the business can grab as much customers as is feasible. Means of advertising range from, televised adverts, radio, publication, and billboards around the city and cities. Immediately inside international airports, EasyJet also advertise there, for people who are buying cheap flight, on the day they turn up. Their campaign and advertising schemes vary depending on which product they are really promoting. EasyJet use big lettering when advertising their prices, much bigger than any of the other text that can be found. The larger the purchase price in lettering size, the better, because it will grab the consumers attention, and add their signature colour in to the blend, it's an attention grabber.
Place: EasyJet send out their publications and promotional initiatives in the right area, to ensure that they can gain as much possible customers as you possibly can. EasyJet are a completely online company, which means EasyJets costs are low, and never have to pay the expense of a travel agents building, or travel agent staff. The only personnel contact that EasyJets customers have, is eventually in check-in. Which is soon to go into decrease, as EasyJet are about to deploy complete internet check-in and international airport computer kiosk check-in, lowering costs further. EasyJet are more likely to advertise on the television, radio, newspapers and internet pop-ups, as well as their immediate website.
The above explanations of how EasyJet use the Marketing Combination, and how effective it can be, to allow maximum earnings. Promoting and advertising the proper way is just as important as making a earnings. If a company had a brand new product, but it was too expensive for what it's practical value was, people wouldn't venture out to get that product, for example, offering a 7 nights visit to Spain, all inclusive for say 10, 000 per person, the price of this product is merely ridiculously high and no person would choose the product. The merchandise must be sold, at the right price, in the "right place, at the right time, to the right people" - Estimate from Blackboard PowerPoint.
Pass Four: make clear how factors have inspired marketing decisions with regards to a picked travel and travel and leisure company.
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