Tourism Marketing | Marketing Articles

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ASSESSMENT 2
End of semester assignment
Due date: Due end of week 13 [prior to Sunday 1st Nov at 23:59:59]
Assessment value: 60% [6 articles of equal marks
Save as: A2-student number [e.g., A2-100100100]
Lecturer’s objectives for this assessment: Bring together the unit learning objectives. Assist students to apply their knowledge to
different customers, products, markets, and organisations. Have a document that adds to the student portfolio.
Scenario: For several years you have subscribed to an online magazine that has 6 issues per year – although the target market are
owners of small to medium businesses you have noticed that there are a lot of advertisements for the travel industry and retailers. At a
recent marketing conference you met the editor of this online magazine and she asked you to produce a series of 6 articles.
The assessment task: The 6 articles will be issued in a sequence; therefore, it is recommended that you complete the articles in order.
The editor has suggested the need for continuity and congruency in the marketing language and concepts – she has stipulated that you
use the Marketing2015 e-text as the foundation for your articles. She has suggested a list of topics [as statements], however, has
emphasised that you have a great deal of freedom in how you tackle each topic.
The ‘suggested’ topics are:
1. The marketing concept may be common to many organisations; however, a marketing philosophy is unique.
2. The evolution of marketing is a quest to best satisfy the needs of customers, organisations and society.
3. Understanding the buyer decision process is particularly important in the travel industry.
4. The six product components can vary greatly from product to product [you may stay with the travel industry].
5. Marketing practitioners are interested in the circle of satisfaction with special interest in transactional, cumulative, and collective
satisfaction.
6. Marketing practitioners can be more effective if they remain mindful of the 5 Gap model when crafting strategies and tactics.
The editor has stated that each article should:
• Be of similar theme
• Be of professional standard
• Be 2 pages A4, single-spaced, 11 sized arial narrow font
• Be landscape format [to suit a computer screen] with 3 columns
• Include a small passport sized photo and the author’s name
• Have an interesting and relevant title
• Have a 50 word abstract to provide a précis of the article
• Include a diagram [+ caption] to improve communication effectiveness [which you must create – copying and pasting is banned
for copyright reasons]
• Each article should be combined into one PDF document.
• Be uploaded to Blackboard
• There is no need to in-text reference the Marketing2015 e-text, however, all other sources should be referenced

Description

The basis of growth in any market understandsthe market and the philosophy to approach the market. Marketing concepts and philosophy defines the different ways and strategies that have to be used by the company to approach and reach the target market(Fanning, 2015). The basis of this is understanding the customers, their aspirations, their economic status, their likes and dislikes, and most of all, the best strategy to reach them.

In addition, a company must understand that it is not in the market alone, since monopolies are a thing of the past. Just like vultures hovering over a piece of meat on the ground, there is more than one company that is seeking to attract and retain a customer in the tourism industry. As a travel agency, the company must therefore move fast to understand the needs, likes and dislikes, and other aspects of that customer and consequently come up with a strategy that differs from the rest in order to win(Shaw, 2007). Essentially, it means the travel agency must come up with a unique marketing philosophy that differs from the rest of the companies.