TOURISM AND
HOSPITALITY
MARKETING
Unit 2 UNDERSTANDING THE MARKET AND ITS
CONCEPT
OBJECTIVES/COMPETENCIES
•1. To set goals by a business when promoting its products or
services to potential consumers that should be achieved within a
given time frame.
•2. To provide a focus for marketing decision-making and effort
•3. To establish priorities for marketing resources and effort
•Marketing is essential because it helps you sell your products or services. Any
business’s bottom line is to make money and marketing is an essential
channel to reach that end goal. Creative explained that without marketing
many businesses wouldn’t exist because marketing is ultimately what drives
sales
The questions you need to answer are:
•●How big is the market in potential?
•●Is the market on the increase, flat or shrinking? What changes do you
see?
•●Is the market segmented by usage of the prices , quality, age , income or
product?
•●Who are the target audience?
•●Who are your contenders?
ASPECTS OF MARKETING
•Advertising.
•Branding.
•Copywriting.
•Customer relationship management (CRM).
•Direct marketing.
•Event planning.
•Graphic design.
•Internet Marketing.
•Loyalty marketing.
•Market research.
•Marketing communications.
•Media relations.
•Merchandising.
•New product development.
•Pricing.
•Product management.
•Promotion.
•Public relations.
•Sales management and support.
