MARKETING

Marketing: Principles Of Marketing

Table of Contents

Introduction3

Marketing Concept and Application3

Principles of Marketing4

Role of Marketing9

Strategic Marketing Planning10

The Planning Overview11

Broad Objectives12

Strategic Marketing Plan12

Potential Barriers13

The Planning Cycle14

Role of The Marketing Mix14

Product15

Price15

Place16

Promotion16

Methods of promotion are varied, and include:17

Promotion Mix18

Conclusion22

References24

Marketing: Principles Of Marketing

Introduction

Tour and tourism marketing concentrates primarily on the consumers. After determining, the consumer's needs and wants for a product, the marketing department or firm must then create a marketing strategy that will educate the consumer of a particular product. Then the marketing process becomes an ongoing cycle.

Marketing includes planning, organizing, directing, and controlling the decision-making regarding product lines, pricing, promotion, and servicing. The marketing department or marketing firm has to account for numerous factors when launching a new product or product line. Some of the factors for the marketing team to consider would be who is using the product? What is the best way to distribute the product? Where to distribute the product and What is the cost of this product? Marketing does not stop once the product is on the market, then it most considered how to maintain a high level of demand for its product and then how to keep this product up to date or when is it the right time to develop a new product. So many factors and decisions need to be reviewed and executed in regards to marketing.

Marketing Concept and Application

Tour and tourism mrketing is many things to many people. It is the delivery of a standard of living, an important support of people's life styles. It is the buying, promoting, pricing and selling of products and services. It is moving goods from points of production to points of consumption. It is storing goods. It is an anticipating customer needs and marshalling the resources of organizations to fill those needs(Kotler, Adam, Brown & Armstrong, 2003, 58-129).

Tour and tourism mrketing, John Wiley & Sons, United States of America, P20) However, many people hold an erroneous view towards that marketing is only about the advertising and/or personal selling of goods and services. Advertising and selling, however, are just two of the many marketing activities. Therefore, to understand "marketing" is not a simple task. In this essay, it tends to analyse "marketing" in more detail and author's own opinion of marketing.

Principles of Marketing

Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that will satisfy individual and organisational objectives.

Tour and tourism mrketing is about connecting with customers, serving the needs of society, and accomplishing the goals of the organization. Through customer satisfaction marketing creates the customer loyalty necessary to reach an organization's objectives. Marketing works by creating valuable exchanges that provide utility (consumer satisfaction). The marketing strategy process has four steps - situation analysis, targeting, positioning, and marketing mix decisions. By blending the marketing mix (product, price, promotion, and place) marketing decisions are made to support the positioning strategy (Evans & Berman, 1994, 156-247).

The Tour and tourism mrketing strategy is a plan identifying what marketing Goals ...