TAKE
HOME EXAMINATION
PART
A
1.
Tourism marketing is the collective name
given to the various marketing strategies used by businesses within the tourism
industry. This includes, for example, hotels and other forms of accommodation,
along with airlines, car rental services, restaurants, entertainment venues,
travel agents and tour operators.
a)
What makes tourism marketing different
from product marketing? Explain each point with appropriate examples.
Marketing is the communication
process by which a firm intends to promote and sell its products or services to
targeted customers. It includes a wide range of media channels and strategies
used to influence consumer purchasing decisions. Essentially, marketing is an
umbrella term under which we include advertising, sales promotion, public
relations and direct mail campaigns. Although marketing has become an integral
part of society, there are some who find it confusing. For example, what makes
tourism marketing different from product marketing? To answer that question,
we'll first outline the three main components of any marketing campaign.
Effective tourism marketing depends
on being willing to meet the needs of your prospective customers. For example,
a travel agent will try to match interested consumers with the most suitable
destinations for their budget and interests. In this way, she'll help her
clients make informed purchasing decisions. On the other hand, a restaurant
owner stocks frozen foods for foodservice establishments and general merchandise
for his retail outlet. He does this because he knows his target market - retail
consumers - require quick, convenient meals.
Many forms of marketing speak to
the customers' interests and needs in different ways. For example, direct mail
is considered an indirect form of marketing because it targets prospects
directly via non-communication channels such as email and telemarketing.
Instead of selling products directly to consumers, direct mail agencies market
services such as database management or mailing lists to business enterprises.
The businesses then use the lists to target potential customers - consumers -
with specific needs and interests via direct mail campaigns such as birthday or
holiday newsletters. In this way, the companies offer information or incentives
relevant to the interests of their target market(s) and promote their business
to potential customers outside their country.
International marketing focuses on
promoting your business to potential customers outside your country. For
example, if you own a clothing store in San Diego, California, you would target
tourists who visit your city by providing information pamphlets in major
international airports and hotels in London and Paris. You would also plan
trade shows where you exhibit your clothing line to potential international
customers. If English isn't the first language of most international shoppers,
your trade shows would provide an excellent opportunity for you to meet these
customer needs with sign language interpretation and sales representatives who
speak both English and the guest's native tongue.
As can be seen from what has been
presented above, marketing is one of the most complex fields within business.
Understanding how exactly different forms of marketing influence customer decision-making
is key to creating successful commercial products or services. Ultimately, any
form of marketing requires a firm's willingness to understand the needs of its
prospective customers if it wishes to gain success in its business endeavors.
b)
What do you understand of the word
excursionist? Elaborate FOUR (4) reasons why a tourist stays more than 24 hours
in a country.
Excursionism is the act of
traveling outside of one's hometown. Some people do it for work and education.
People also do it for business and leisure. The word 'excursiton' is formed by
combining the two words 'excursion' and 'adventure.' A vacation is an
excursion; the difference is that a travel destination is chosen by the
traveler, whereas a workplace trip is usually organized by the travelers
themselves.
Excursionists are people who go on
trips outside of their hometowns. The most common form of excursionism is
tourism, which includes both short-term and long-term trips. There are also
educational excursions, such as camping or hiking expeditions. Some people go
on solo trips and call these 'life-expectancy' adventures. There are also
social expeditions where groups of people go on trips together- this can be
done through a club or through an organization. An expedition can be dangerous,
but they're also fun when done correctly.
People use varying reasons to go on
excursion- some do it to relax and have fun, while others do it for business
purposes or education. Excursionists can see a lot of things that people in
their hometown cannot- for example, they can see scenery that other people only
experience in their dreams. They can also meet new people and learn from those
experiences. Many people travel because they want to broaden their worldviews
and discover new cultures. For these reasons, traveling is a hobby that's open
to everyone.
For tourist who stays more than 24
hours in a country, there are four (four) reasons are commons:
1.
When a person decides to visit another country,
he does so for a number of reasons. Frequently, the reason for visiting another
country is to learn about its culture, history and traditions.
2.
In addition, people travel for leisurely
enjoyment or business. When traveling for business, people tend to stay in one
location for a long period of time. This is referred to as long-term tourism
and can range from several days to several months.
3.
Tourists who spend more time in a place stick
around longer than others. This is because they learn more about the area and
have more time to spend money.
4.
Lastly, long-time residents find that visitors
have different ideas for their homes. They also bring new ideas for business
that can supplement or replace income from direct sales. Ultimately, any
benefits of tourism accrue first to long-time residents. Only then do tourists
reap those rewards.
2.
As a tourism marketing manager, it is
crucial to perform a situational analysis that popularly known as SWOT
Analysis, to identify your organisation's strengths, weaknesses, opportunities,
and threats.
a)
Explain each of the steps with relevant
examples.
Swot analysis is a method to study
and analyze the strengths, weaknesses, opportunities and threats of a
particular situation. It helps a person plan for a better situation. The
analysis reveals how you can handle the positive and negative aspects of your
situation. It helps a person to understand the causes and effects of your
situation. This helps in creating strategies to improve your situation.
Swot analysis involves assessing
the strengths, weaknesses, opportunities and threats in your situation. It
helps in understanding how you can improve your situation. You may access the
concept from the military or business where it refers to a plan to move from
one location to another. In that sense, it helps in achieving greater success
in whatever you're doing.
For example, if you're a tourism
marketing manager planning for new destinations, swot analysis will help you
understand your current strengths and weaknesses when competing with other
tourism markets. The analysis will help you understand the opportunities for
growth and the threats to your market share. This allows you to create a
strategy for growing your market share and profitability. In addition, it
allows you to perform market research on potential new markets to expand your
current market base.
The first step in any analysis is
to identify the problem you are trying to solve or analyze- this is called
identifying your objective. Next, you should define your scope of investigation
by identifying what factors you want to analyze and gather data from - this is
defining your variables. Next you will need to define your criteria for
evaluating your data - this is defining your measuring tools or indicators of
data quality. You should also identify any prerequisites for interpreting your
data - this is defining your glossary for interpreting data or knowing what
words will help you define your problem better. Next, identify any post-processing
actions you need to take after analyzing your data - this is defining feedback
mechanisms for collecting your findings so you can make changes based on
feedback from others.
The analysis of competition also
involves understanding the strategies your competitors use to gain market
share. You must understand what attracted them to your industry in the first
place- what are their wants and needs? Your next step is to uncover their
weaknesses and find ways to capitalize on those weaknesses- this is known as
strategic marketing. For example, if many golf resorts struggle with poor
weather conditions during springtime, they could sponsor a charity event that
benefits farmers during that time of year. By sponsoring an event benefiting
farmers, golf resorts may attract more potential golfers while mitigating any
potential negative impacts on the surrounding environment.
Conducting swot analysis can help
managers make informed decisions about their company's marketing strategies
with relevant information about their target audience demographics and market
trends. It can also assist managers in creating effective training strategies
for their staff members as well as in evaluating their work performance as an
employee manager. Essentially, swot analysis can be used anywhere there are
decisions that require relevant information about a situation or entity's
strengths and weaknesses.
A successful tourism marketing
manager maximizes the opportunities his market provides him through strategic
planning using swot analysis. He understands his competitors' strengths and
weaknesses via swot analysis and creates strategies accordingly using SWOT
analysis. Swot analysis is an excellent tool for creating strategies that will
improve any given situation.
b)
In your opinion, why tourism system
process is crucial? Explain the steps in the right sequence.
The concept of tourism has been
around for centuries and is a typical way of making money. Many people travel
to new places and take pictures of them. However, not all areas are good at
attracting tourists. Staying true to your region while marketing it effectively
is essential to achieving this. Here are some insights on how to do so.
When planning your region's tourism
system, you should start by deciding where to go and end when you get home. You
should also decide on the type of environment you want to create- friendly,
adventurous or rural/wild. Next, you should think about how you can promote
your region effectively- this includes promoting your area and creating incentives
for people to come there. After that, you need to work on creating a good
environment for tourists; this includes keeping roads clean and safe,
controlling noise levels and selling suitable food and accommodation. Lastly,
be sure to set up a record-keeping system so you can keep track of how much
revenue your region generates from tourism.
A good environment makes it easier
for people to stay in one place and spend money. Therefore, you need to plan
how visitors will get around your area easily and safely. You can do this by
building walking paths or bike lanes or by setting up public transportation
options. You can also work on making your environment navigable so that people
know where they are going and can return home when they want. Essentially,
everyone stays longer if their trip is easy and safe.
You need to promote your region
effectively so tourists will know it exists and want to go there. This includes
advertising your region through social media, public forums and word of mouth.
You can also send out press releases about your area to local newspapers and
broadcast stations in the area you want tourists from far away. You can also
arrange trade shows- both local and international- where business owners from
around the world come to promote their businesses. Last, but not least, having
an accurate map of your region helps when promoting your region - both visually
and acoustically - as inaccurate maps draw unwanted attention away from genuine
interests.
You need to lower the cost of
running a tourism enterprise so more people will take interest in running
businesses in your area. This includes lowering your labor costs through
appropriate training schemes for employees or lowering your utility costs by
purchasing low-cost facilities or equipment. It's also crucial to show that
your region is financially stable so businesses will feel confident in
investing money there. You can do this by having a government audit all revenue
before disbursing any funds each month. You can also have a bank account where
all revenue streams are deposited so revenue goes directly toward running the
enterprise smoothly.
Every region needs a well-planned
tourism system process if it wants good growth in tourism income. First, decide
where you want people to go and end when they get back home.Then create an
environment people will want to stay in that environment in and promote it
effectively! Lowering the costs of running a tourism enterprise makes it easier
for businesses to invest in your region, which increases revenue.
PART
B
1.
As an experienced person in marketing,
you have been hired by AZ Car Rental to handle a new marketing team. The
Director intends to create an advertisement to enhance the company's brand to
the public and request you to brief him on some ideas. Elaborate on each of
your ideas based on the advertising objectives and identify the suitable media
channels to promote your company.
Car rental companies provide unique
services to the public. Most people use car rental services when they're
traveling. These services help people make the most of their adventures. That's
why many companies have a vested interest in creating high-quality vehicles and
service standards. Many companies also invest a lot of money in advertising
campaigns for their vehicles. They want to ensure that potential customers know
about their services and products.
Advertising strategy will help AZ
Car Rental reach the target audience using the best medium possible. Our
customer also can understand what we offer and how we differ from our
competitors.
Furthermore, advertising helps our
car rental business customers to make informed decisions and at the same time
educates our audience and helps them find the best possible solution to their
problem.
What is more important is, our
business might get multiple sources of revenue with omnichannel marketing.
Hence, in order to achieve the objective,
there are three strategis that we can used to market our business.
First, online advertisements are an
excellent way to attract new customers to car rental agencies. Companies use
these ads to promote their latest inventory and prices. This allows them to
directly reach potential new customers and build trust with potential
customers. Additionally, many companies use online ads to promote discounts and
incentives for loyal customers. This allows them to keep their most valuable
customers happy while they build new partnerships with potential customers.
Social media is another excellent
way for car rental companies to advertise their products. Companies use social
media platforms like Facebook, Twitter, and Google+ to target potential
customers with fresh content. This includes photos, videos and blog posts about
the customer's favorite destinations. Car rental companies can also post
updates about their company and staff for customers to read about. This helps
companies communicate directly with their most loyal customers and build brand
awareness among specific groups of people.
Second, television advertising is
another fantastic way for car rentals companies to advertise their products.
Companies use television commercials to promote new items they recently added
to their inventory. This is especially helpful when companies alter their stock
frequently due to customer demand. Television commercials also allow car rental
companies to direct specific advertisements toward local markets. This allows them
to target potential new customers based on geography rather than chance. In
addition, television advertising is also effective at promoting new products or
services for existing clients.
Third is Retarget Potential
Customers, it is costly for a car rental company to get a new client. It would
be best for these businesses to employ marketing strategies that involve
referrals.
For instance, a car rental business
can create an email database where people register on its website. The company
can then market to them some time in the future. Using Facebook ads and Google
Display network, we can tag those that visit our site. It is possible to
retarget them with adverts at a cheaper fee.
Fourth and lastly is build
partnerships with car hire companies. There are many car hire sites that will
increase bookings and add traffic to our website for fee compensation. A formal
car hire website could charge us a percentage of the income made from the
bookings. If we want such a working arrangement, we can contact our targeted
car hire site and work through the details of a partnership.
In conclusions, advertising
strategies are key for successful car rental agencies. Companies use different
forms of advertisement to attract new clients and promote existing products and
services. However, advertisers must be strategic when creating these campaigns.
Successful advertising strategies rely on excellent customer targeting,
creative ideas and budgeted resources.
2.
A sophisticated pricing approach is
deemed relevant and necessary to improve the competitiveness of your company.
Discuss the dimensions of pricing sophistication that could strengthen the
business competitiveness.
Pricing is one of the most
important aspects of running a business. Many factors determine the price of a
product or service- such as customer demand and competition. Pricing strategies
can differ according to the type of product or service. For example, setting
prices for labor intensive jobs or equipment intensive jobs would be different
approaches. Determining pricing is a part of creating and maintaining a
competitive business. Failing to assess and adjust pricing strategies when
necessary could lead to a business's downfall.
Pricing strategies differ according
to the type of product or service. For example, setting prices for consumer
products would be different from pricing for construction or professional
services. Pricing also differs depending on whether the pricing is for internal
or external customers. For example, when setting prices for employees, setting
pay scales would be an approach for internal customers. If pricing to
employees, you could also consider issues such as age, experience and
regionality. If pricing to customers, you would also need to take into account
age, location and economic status. Determining the best price for an item or
service can be a complex process at hand.
In difficult economic times,
lowering prices becomes an effective strategy to retain customers. Failing to
do so could result in lost revenue and failure- which many businesses
experienced in the 1920s and 1930s in the United States. During this time,
businesses reduced prices in an effort to retain their customer bases. This was
especially necessary after multiple years of high sales prices due to inflation.
In addition, unfavorable economic conditions led many businesses to reduce
prices to compete with more cost-effective competitors. Lowering prices helped
business owners stay afloat during these hard times.
Pricing is an integral aspect of
creating and sustaining a competitive business model. Determining the best
price depends on various factors such as type of product or service and market
conditions. Customers will respond favorably if business owners adjust their
pricing strategies quickly enough during difficult times. Failing to do so
could lead to decreased revenue and failure for businesses.
