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Unit 2 – Marketing in Leisure and Tourism Introduction Marketing is very important and is linked to the success of all leisure and tourism organisations. Whatever the organisation and it’s reasons for existing the basic principle which underpins it’s marketing of the products and services it provides is the same and that is : ‘ Getting the right product to the right people in the right place at the right time using the right promotion.’ Because all leisure and tourism companies are very competitive plus their customers expect high quality in everything they purchase. Any leisure and tourism company that does not use marketing effectively will not prove successfully. The four main topic areas you will be covering in this unit will be as follows : - target marketing It is essential that you are familiar with these terms so that you can use them in your assignment work. In order to help you with this have a look at the following definitions and see if you match the definition to one of the terms. Matching the right people with the right product. This is made up of existing and potential customers. (Target marketing) Information on the likes and dislikes of your customers so that you can provide a quality product or service (Market Research) This term describes the four main factors which any organisation has to think about. When attempting to meet customer needs. These are known as the Four P’s or product, price, place and promotion. (The Marketing Mix) This term relates to the way in which management within leisure and tourism organisations find out how they are performing currently. It relates to the threats which face the company from competitors for example, opportunities for the firm to develop or improve what they offer, strengths for the firm to maintain on build on and weaknesses for them to remove or improve upon. (SWOT analysis) In order to
help you develop your knowledge of target marketing complete
the activities that can be accessed through the drop down menu. |
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