Marketing environment refers to both internal and external environment that combines various marketing forces and factors creating scope of serving customers. Internal environment includes the factors like employee capability, brand value, management approach, and nature of the organization. On contrary, external environment involves political, economic, social and technological environment possessing significant impact on the internal factors in producing the deliverables (Li & Kannan, 2014). In case of hospitality industry, internal environment involves, skilled workers, assets, sound production and delivery policy. External environment involves political environment, economic stability, social acceptance and technological robustness to improve delivery of the products and services for a better satisfaction level.
It is the study of observing individuals preferences and buying trend to predict the demand and requirements of an individual. Consumer behavior delivers the features and benefits in products and services that would be benefitted to the consumers. Thus, a good observation on consumer behavior would cater a list of requirements that an organization would incorporate in its products and services to satisfy the customer and increase the scope of repurchasing (Xiang, Magnini & Fesenmaier, 2015). Moreover, accumulating such behavior would assist the management of the company to construct the product and service portfolio accordingly, in order to build loyalty among the customers through fulfilling deman and preferences.
Traditional marketing mix the basic elements of developing a sound marketing strategy to acquire a significant amount of market share and revenue to attain profitability. The traditional marketing mix incorporates product, price, place and promotion to construct marketing strategies combining these four factors (Srinivasan, Rutz & Pauwels, 2016). Product refers to the benefits that the customers expect from the preferred brand. Pricing is the component that most of the customers are aware off due to strength of earning and purchasing power. Place refers to the availability of the brand whether physical or virtual. Based on the availability of products and services, the promotion is planned through a good selection of promotional channels.
In case of the service industry, the traditional marketing mix has been expanded to three more elements to judge the strengths and benefits of the services provided. The three elements in expanded marketing mix in service industry involve people, process and physical evidence. People refer to the key performers who deliver the services to the customers in terms of company staffs and other associated individuals (Lovelock & Patterson, 2015). Process includes the steps of generating services and way it is delivered to the end users to ensure the worth of the services against the investments. Physical evidence inculcates the presence of the brand to ensure the worth of the services and presence of the associates to entertain the customers in case of communications.
Destination marketing refers to the promotional activities to express the benefits of visiting a destination while promoting the local potentials in the form of culture and tradition (Pike & Page, 2014). The principle of destination marketing states that it is the process that lead, influence and construct a details understanding regarding tourism and concerned destination to build a sound visitors’ experience while taking care of the needs of tourists and delivery of the actual essence of local culture.
Hospitality and tourism industry involves food, accommodation and travelling activities where the combination of these three meets the objectives of a tourism planning. Food involves restaurants and fast food business that delivers the quality food and claim to deliver health to the customers (Ong, 2015). Hotel industry provides accommodation facilities to the domestic and foreign tourists. Hotels fall under the service industry where the organizations are liable in delivering comfort to stay in the destination and enjoy the real essence of the spots. In this case, tourism companies assist people in planning the travel through providing best possible accommodation, food and travel experience.
The marketing plan for an industry related venture would include a product or service related venture. In that case, the marketing plan will consume detailed description of products and services along with the benefits of the same to target audience (McDONALD, 2016). However, before that plan, market feasibility is important to evaluate whether the proposed product or service would be apt for the target market region in terms of its acceptance among the target audience. Based on feasibility and customers’ preference and demand the products and services are to be developed so that the influence of target market through promotional activities would easily attain the market response and thus, higher sales ensuring profitability of the firm.
Internal marketing prioritizes internal customers of the company to know the current status of product and service quality to amend the same for a good response among external customers. The parties consuming products from brand can effectively deliver the information regarding quality level that the brand is possessing currently. Therefore, collecting feedback from the internal customers, the company would work on the current service quality based on the customers’ preference so that the scope of negative response from the external customers would be minimized (Dabholkar, 2015). However, the utmost service quality is difficult to deliver as the number of internal customer is limited that does not cover the preference of major customer group.
Computer concepts and technology refers to the technological application in hospitality and tourism industry in the form of database maintenance, transactional process and accounting ease and familiar promotional campaigning. Different applications in computer technology like spreadsheet would be helpful for the industry to create a large database where utilization of program would ease the data mining and output generation based on needs (Kansakar, Munir & Shabani, 2017). Moreover, access of such technology in alignment of internet would also deliver a scope of creating virtual platform and identify that would accumulate a greater reach of customers in comparison of the manual and physical presence in the market.
Dabholkar, P. A. (2015). How to improve perceived service quality by increasing customer participation. In Proceedings of the 1990 academy of marketing science (AMS) annual conference (pp. 483-487). Springer, Cham.
Kansakar, P., Munir, A., & Shabani, N. (2017). Technology in Hospitality Industry: Prospects and Challenges. arXiv preprint arXiv:1709.00105.
Li, H., & Kannan, P. K. (2014). Attributing conversions in a multichannel online marketing environment: An empirical model and a field experiment. Journal of Marketing Research, 51(1), 40-56.
Lovelock, C., & Patterson, P. (2015). Services marketing. Pearson Australia.
McDONALD, M. A. L. C. O. L. M. (2016). Strategic marketing planning: theory and practice. In The marketing book (pp. 108-142). Routledge.
Ong, B. S. (2015). Attitudes, perceptions, and responses of purchasers versus subscribers-only for daily deals on hospitality products. Journal of Hospitality Marketing & Management, 24(2), 180-201.
Pike, S., & Page, S. J. (2014). Destination Marketing Organizations and destination marketing: A narrative analysis of the literature. Tourism management, 41, 202-227.
Srinivasan, S., Rutz, O. J., & Pauwels, K. (2016). Paths to and off purchase: quantifying the impact of traditional marketing and online consumer activity. Journal of the Academy of Marketing Science, 44(4), 440-453.
Xiang, Z., Magnini, V. P., & Fesenmaier, D. R. (2015). Information technology and consumer behavior in travel and tourism: Insights from travel planning using the internet. Journal of Retailing and Consumer Services, 22, 244-249.
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