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MARKETING PRINCIPLES
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Marketing in the Travel and Tourism Industry

As a member of a marketing team in the travel and tourism industry, knowledge of the
concepts involved in marketing the products and services in the sector is vital. Throughout this
discussion, these concepts will be analysed with regard to how they influence the industry in
general- and specific aspects of the same. While analysing the aspects that are governed by
generic marketing concepts, the sector will be treated similar to marketing of standard goods and
services. On the other hand, there are specific factors that require varied analysis as varied by the
industry itself. Throughout, elements of marketing will be considered as guiding rudiments and
in this respect, the analysis will require the alteration of integrated traits of marketing as a
discipline. In the overall sense, the marketing approach should reflect the basis of understanding
of the industry and in this way assimilate the two disciplines.
TASK 1: PRINCIPLES OF MARKETING IN THE TRAVEL AND TOURISM SECTOR
1.1 Discuss the core concepts of marketing for the travel and tourism sector
The ideal approach to marketing involves the identification of the needs of the clients and
attempts to direct the suited business undertakings towards the needs. In this way, in the tourism
industry- the marketing approach will involve the conversion of the needs of the potential clients
into demand and the demand into consumption of products and services as required by the
industry. In this regard, the core principles surround this procedure will surround the clients, their
needs and creating the suitable bridge towards consumption of services. The concepts include
client orientation, integrated marketing and dual core marketing (Kotler and Armstrong, 2013).
Through the application of these concepts, it becomes possible to identify and increase the
demand for a specific service and develop the products to fit the clients.
Primarily, the aspect of client orientation will involve analysis of the market with the
intention of learning the aspects that are most valued by the consumers. This is especially so for
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quality and choice assessment, where the clients are involved to reveal what they desire from a
travel and tourism service provider. This allows for dual core marketing, whereby the needs of
the clients are both amplified by creating attention for the aspects learnt about the needs and
simultaneously providing a suitable product for the consumption of the market (Nkrafft, 2007).
By integrating marketing, the service provider attempts to deliver the same quality as realized
during market orientation. By doing this, it becomes easier to promote the brand since it is best
positioned to satisfy the needs of the entire market. By employing these concepts in this respect,
the company can approach the clients themselves and market their services directly.
1.2 Impact of the marketing environment on travel and tourism businesses
The purpose of the marketing environment is the provision of factors that influence the
consumers in a way that increased demand for the services being marketed. The effect of the
marketing environment is therefore significantly influential of the travel and tourism businesses
since it governs market forces. In morocco and Egypt, the Thomas Cook Group aims at the
creation of a suitable market atmosphere for presentation of products that suit the market in these
regions. Considering that this company bases its marketing plan on segmentation and presenting
products based on market orientation, the market environment is said to influence the entire
marketing plan (Kotler and Armstrong, 2013). In as much as the brands by the Thomas Cook
Group are based on competitive and aggressive marketing, it is necessary to identify that without
the analysis of the dynamic market environment in northern Africa, brand development is
unmanageable.
Brands such as the Club 18- 30 are introduced to serve a specific market segment and to
counter offers by competing firms in the regions travel and tour market. The marketing
environment requires the firm to institute such programs to cope with the changes within its

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environment, such that clients response to the firm is consistent. The forces that are regulated by
this environment require the company to attempt to increase competitiveness reduce costs
incurred in product and service delivery and remain relevant in this market. Additionally, their
current market position requires the company to position its products in direct relation to the
demands of the market. On the other hand, an opposing marketing strategy is used to modify the
market environment to suit the products on offer (by attracting the consumers to the available
products to eliminate the need to modify the products) (Carroll and Carroll, 2011). Either way,
the marketing environment influences the management choices that the company makes. Since
this environment is dynamic, it is necessary to continually modify the companys position,
products or marketing strategy in relation to the current options.
1.3 Discuss the factors affecting consumer motivation and demand in the travel and
tourism sector
In the overall sense of motivation and demand, these factors are limited to cultural,
social, personal and psychological aspects. These traits can be directly applied to the tourism
consumer and discussed on a broader basis. Therefore, factors influencing tourists motivation
and demand include psychological needs, safety, self-fulfilment and self-actualization through
the activities presents by the sector. The need to travel can be argued as push and pull factors,
each aspect involving the client and their needs to achieve the overall satisfaction of needs
(Kotler and Armstrong, 2013). These make the individual feel the need to travel and eventually
affect the consumers outlook on the entire tourism experience while experiencing it. These
factors scan therefore be considered fantasies that need to be satisfied as motivation towards the
need to travel, hence increasing the demand for the products on offer by the industry. As per the
factor influencing destination choice with regard to each profile (demographic) of the tourism

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market, it is necessary to attribute the accessibility of information about the destination. Since the
internet is the currently the most used approach to accessing information on travel choice, it is
best to identify the best way to influence the clients into choosing specific travel packages.
Another significant considerations made in travel choice is pricing and value. Tourists, in
general aim at maximizing the returns for their expenses in better travel experience. The effect of
price is both effective in marketing and provision of true value services. In considering this
factor, it is necessary to weigh the willingness of the clients to pay more for different packages,
and in this way attempt to optimize the satisfaction of the tourist and still draw attention with low
prices (Nkrafft, 2007). Consumer choice is primarily influenced by the attitude towards the
product on offer, in such a way that social environment, marketing and initial preferences.
1.4 Analyse the principles of market segmentation and its uses in marketing planning at
Thomas Cook Group.
Segmentation involves the division of the market into sections classified across various
criteria that suits the marketing approaches for each division. The overall approach is meant to
ease the choosing of primary marketing elements to include in the marketing mix- such that the
elements are best suited to each segment. In this sector, it is essential to carry out segmentation to
ease marketing, since the market varies with respect to needs, demands, purchase abilities and
travel choices (Bowman, 2010). By classifying the segments accordingly, it becomes possible to
create marketing plans for the segments and the entire market depending on the orientation and
current market dynamics. These are primarily affected by demographic, operating concerns,
purchase styles, personal concerns and situational aspects. For the Thomas Cook Group, there is
need to consider the aspects of high risks involved in investing largely in singular marketing
approaches, high costs involves in the process and the considerations that the clients are likely to

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make while selecting services and brands for travel and tour (Jobber and Ellis-Chadwick, 2012).
In the overall sense, they need to have an understanding of the current market, be able to predict
changes and be prepared to handle such changes in the consumers perspective.
TASK 2: MARKETING AS A MANAGEMENT TOOL IN TRAVEL AND TOURISM
2.1 The importance of strategic marketing planning in travel and tourism business
Thomas Cook has a significant market presence in Egypt and the general northern Africa
region as a choice for travel and tour clients. Its strategy in the region is essential to the
maintenance of the market position and elevation of its products to higher sales. One of the
approaches, brochures, is seen as a way to reach its information to the clients with the specific
information custom to various market segments. The strategic market planning is vital to
ensuring efficient advertising, adequate communication, usage of suitable channels of
communication and reaching the best-suited consumers to each type of marketing approach
(Carroll and Carroll, 2011). All these factors rely heavily on the planning.
Primarily, there is the need to create an economically viable marketing plan that is limited
to definite budgeting with detailed targets within the market. To carry out such marketing
programs it becomes necessary to study the market and establish various aspects of its
orientation. Such strategic plan reduces financial expenditure and optimizes returns from
marketing. Additionally, strategic approach is essential to guarantee the correct market is
approached with products that suit their profiles (Carroll and Carroll, 2011). Without the correct
planning, effort would be spent on marketing to the wrong consumers and in this way lose
clients. In the same relation, strategizing will increase effectiveness of the entire process by
streamlining expenditure, time schedules, targets and expectations from each marketing event.
2.2 The relevance of marketing research and market information

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Marketing research is important to the process of formulating a marketing plan and the
entire marketing strategy. In all the approaches towards the marketing process in the sector
requires the managers at the Thomas Cook Group to carry out the research process, obtain
market information and manipulate it to obtain market inferences used in the creation of
marketing strategies and promotional events. In general, marketing research should be the
foundation on which the principles of advertising and brand development should be based. The
aspects under consideration include reduction of the risk of making inaccurate marketing
decisions, seeking alternatives and using analysed data to create campaigns (Kotler and
Armstrong, 2013). The creation of consumer profiles in this industry requires the marketing
manager to consider the influence that the campaign may have on the market and weigh such an
effect with the requirements of the company. From the research and resulting information, the
planning process becomes easier, more accurate and cost efficient.
2.3 Assess the influence of marketing on society
Marketing is among the most significant contributors to the modern society outlook,
opinion and general consumption of products and services. As a discipline, the study of
marketing offers on the understanding of how the society relies in marketing to form perspective
on products and services. Through the marketing process, the society is able to get information
on various types of options from which choices are created. Through choice, the availability of
satisfaction of the needs of consumers within the society is met. In this regard, market forces of
demand and supply can interact and from these dynamic forces, the market self regulates. The
society benefits from this interaction through the formation of relationships between the products
and services on supply.

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Additionally, marketing influences contributes to and reflects the socio economic and
cultural aspects of society. It is possible for marketing campaigns to change specific aspect of
culture in society, provided that the campaign reaches the correct audience and with a message
tuned for optimal reception. With the advent of social media and marketing within the same
environment, the marketing approaches by most institutions involve social media presence. This
existence within social media has a significant influence on the society on a large scale. In as
much as these effects are beneficial to the companies conducting the marketing campaigns, it
may have detrimental effects on society where there is excess dumping of marketing related
information on consumer such that the aspects of choice and purchase powered are destroyed.
TASK 3: ROLE OF MARKETING MIX IN THE TRAVEL AND TOURISM SECTOR
3.1 Discuss issues in the product, price and place elements of the marketing mix
Price
As an element of the marketing mix, this refers to the monetary value accorded to the
product- and which the consumer has to part with to acquire the said product. Due to the aspects
of scarcity of resources and the wide scope of wants, it becomes necessary for the seller to set s
price acceptable for the clients consumption. In this sector, clients of the travel and tour business
commonly compare various packages on offer (with a heavy consideration of pricing) before
choosing. Pricing as an element of the mix is therefore significant as a marketing tool since the
correct pricing of a package will ensure its preference to the consumers (Yoo and Donthu, 2000).
The influence of price as an element also surrounds the ability of the client to afford, and their
perception towards the price. These two aspects should be well thought-out when setting price
ranges for travel packages. In the same regard, the price set should be set such that the target
segment of clients can afford it, but high enough to ensure the integrity of the product. The

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balance is achieved by comparing the product with others on offer- as compared to their
performance in the market then considering the competitors prices.
Product
This aspect should be taken advantage of in the marketing mix in this sector as a
promotional angle since it is the most attractive feature of the entire travel and tour experience.
The creator of a product attempts to create the particular product that people want, and in this
way, consumption is expected to manifest with regard to current levels of demand (Yoo and
Donthu, 2000). By reviewing the life cycle of an expected package within the sector, the issue of
reducing the challenges that shorten life cycles emerges. By attempting to promote a product by
following the most suited promotion plan, the marketing team can elongate a products maturity
phase of its life cycle. Similarly, the creation of consistent marketing plans for each product will
ensure that it endures longer within the market before it is exhaustively consumed.
By offering a specific type of product, the travel and tour company offers the clients
choice between their package and that from a competing company. It is possible for the choice
provide to be influenced by a complimentary promotional plan aimed at increasing the saturation
of a specific product within the market. This ensures that the attention of the consumers that is
drawn by brand marketing if focused on the said product. In the same way by satisfying clients
with a product, the provider increases the chances of the client remaining loyal (Kotler and
Armstrong, 2013). Brand loyalty in the travel and tour business is essential for repeat clients.
Selections made by these clients contribute directly to the self- marketing of the product- such
that the product markets itself simply by being an option for consumption.
Place

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This aspect is related to the positioning of the product where the consumers can access it.
The overall idea of distribution is applicable to the travel and tourism business as relates to
choice of product and its positioning. Since it has become possible to assess these products
online, the main aspect of this marketing element remains as the choice of travel origin and
destination. The placement of these features of touring will influence the choice of consumers
with regard to their location or preferences. With the issue of availing the travel arrangements to
clients across the world, the marketing team should invest in the placement of destination on
regions that are more appealing to specific client (Yoo and Donthu, 2000). These aspects can be
stablished from conducting a suitable market study, where information obtained is analysed to
understand the preferences of the clients.
3.2 Assess the importance of service sector mix elements to the travel sector
Apart from the principle elements of the marketing mix (product, place, price and
promotion), the service sector necessitates the consideration of the aspects of people, process and
physical evidence. The seven elements contribute directly to the choices made by a marketing
executive while delivering strategies that fit the profile of the company in question. All concepts
that apply to the marketing mix are as apply to the overall marketing process as discussed
previously. The three additional aspects significant to the travel and tour sector as a service
industry.
People
This aspect of the mix involves creating an appeal to both the consumers and the entire
society. By interacting with potential clients of the services on offer, it becomes possible to pitch
the product through the initial promotional process already functional. Additionally, the creation
of public relations with all persons within the community will make the process of marketing

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(Cravens and Piercy, 2008). All personnel involved in the service provision are involved in this
feature of the mix. In tourism, public relations are essential to carrying out tourist attraction,
hosting and facilitation of complementary processes. In this regard, it becomes necessary to train
all persons involved with the clients on handling procedure. These include sales personnel,
agents, tourist guides, transportation crew and contract persons- all those involved directly with
the clients require to understand the courtesy, patience, humour and skill are all essential to the
process. These persons ensure return of clients due to handling.
Process
Operations of a firm in the travel sector will be influenced largely by the size of the firm
and the type of services it intends to offer. The provision of information, itineraries and
cooperation with other service providers are considerable features of the tour process that clients
consider before accepting to pay for a travel package. The considerations of the product quality
are largely based on the process use to create a travel package. The aspects involved in planning
a tour depend on the region (and type) of tour selected and will require the input of previous
experience with tours in similar regions. These processes are also essential in costing and
marketing the entire process.
Physical evidence
In as much as the entire travel experience is a service, the clients require indications of
physical quality, delivery and utility. Some aspects that are expected by the clients will thus
include photo evidence of resorts, residing areas and hotels, luxury aspects such as swimming
pools and tour experience. These are presented in photographs, videos and testimonials, which
are presented in the marketing approach used. On social media, for example, the data that is
presented as evidence is easy to capture and present. By making the services tangible for clients

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considering purchasing a travel package, the client is able to visualize the process and compare
aspects with pricing and competing packages.
3.3 Apply the concept of the total tourism product to an individual tourism business
Although an individual product only makes up a miniscule part to the total travel and tour
experience, it is possible to discuss the concept or the total tourism product (inclusive of all
involved events) to an individual tourism business. In an individual business, there is the need to
capture every aspect required to compile a total product, and it is nearly impossible to fuse all
services provided by the individual business to fit the profile of the total product. In this regard,
it becomes necessary to seek complimentary services from other service providers- including
caterers, travel companies and tour guide contracting. This ensures that clients can enjoy the full
experience of the total tourism experience regardless of the limitations of the business. The
coordinator therefore, has to consider the factor of location, price, and timing, seasonality of
arrivals and resource usage and overall reservations. Through this process, the business is able to
achieve delivery of a total tourism product.
TASK 4: USE THE PROMOTIONAL MIX IN TRAVEL AND TOURISM
4.1 Assess the integrated nature and role of the promotional mix
The promotion mix involves the creation of decisive strategies from various departments
and individuals with a bearing on the entire process, which are aimed at increasing sales and
overall market presence. The integrated approach will thus constitute of the fusion of all these
processes, such that overall decision making becomes possible for the entire company. The
activities in the integrated nature of the process, which goes beyond the push and pull effect of
market response. The approach that is taken of this process is aimed at having a concise process
of delivering decisions on the marketing activities and the promotional campaigns. The process

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involves modification of the campaigns, alterations of plans and creation of eased marketing
processes in order to achieve the optimal standing for the product. By following the correct
integration of all marketing, managerial and production processes, it becomes possible to have
the overall full marketing experience.
In the same regard, the role of this characteristic is primarily to ease the process of
marketing as a discipline. The promotional mix requires the compilation of all functions in the
marketing process- including price, place, product and promotion. All these feature significantly
in creating the optimal marketing course. The integration of these makes it possible for the
eventual position of the marketing strategy to be realized. By fusing various marketing methods,
the promotional mix takes a complementary and reinforcing function, whereby the efforts are
directed towards developing the product, correct pricing, placement and advertising. If need be,
the extended aspects of the mix can be taken into the process whereby they are made into the
various marketing methods.
4.2 An integrated promotional campaign for Thomas Cook summer 2016 holidays
When establishing an integrated plan, it becomes essential to consider various aspects
that must be included in the campaign. These include consistency in marketing and brand
promotion, coherence of the message and the product dynamics, the continuity of the promotion
process with respect to past campaigns and future intention for the brand, and complementary
aspects of the process. These aspects are essential to creating an effective, communicative and
long lasting integrated promotional plan go the 2016 holiday package for the summer. In this
regard, the choice of the main feature to promote, the language and the call slogan for the entire
campaign to involve the entire market for products for the company need to be developed.

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This ideal campaign is to fuse the concepts of one on one marketing, social media
marketing and PR- based marketing. Its fusion of these primary marketing methods will aim at
the entire community, such that every member of each geographical segment is reached by the
communication involving the promotion that should constitute the overall marketing plan. By
choosing a designed brand to associate with a common catchphrase, the marketing process
should aim at creating an excitement among the social scene, such that the creation of attention
towards the brand will bring in interested persons for inquiry about the product. With this process
in continuation, the one on one approach and the PR will function as a societal appeal to
potential clients to approach the company for the 2016 summer package. The overall aim should
be to capture the attention of potential tourists to select destination during the summer.
Conclusion
Marketing, as applies to this industry, borrows heavily from the generic concepts from
product marketing in other markets. However, as discussed, the aspects that apply to the service
market require modification before application into the industry. Aspects that may require the
attention of the marketing executive include the approaches that are best suited to tour and travel
services in various regions. It is understandable that clients from different regions would react
differently to marketing campaigns conducted to promote destinations such as Morocco and
Egypt. The perception to the services on offer (by companies such as Thomas Cook Group) in
regions differs with the initial outlook that the clients may have had. It becomes necessary to
study the market extensively before attempting to apply various approaches to the marketing
mix. All aspects considered, the success of a product in this sector is reliant on how well suited
the product is to the current market. It is therefore vital that before presentation of a product, due
study protocol be observed.

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References
Bowman, D. (2010). Market Mix and Marketing Response Models: Trends and Research
Opportunities. Foundations and Trends in Marketing, 4(3), pp.129-207.
Carroll, S. R., & Carroll, S. R. (2011). Marketing 101: how smart direct marketing: strategy,
planning, execution. New York, McGraw Hill.
Cravens, D., & Piercy, N. F. (2008). Strategic marketing. McGraw-Hill Irwin.
Jobber, D. and Ellis-Chadwick, F. (2012). Principles and Practice of Marketing. 7th ed. London:
McGraw-Hill.
Kotler, P., & Armstrong, G. (2013). Principles of Marketing 15th Global Edition. Pearson
Nkrafft, M. (2007). International direct marketing principles, best practices, marketing facts.
Yoo, B. - Donthu, N. - Lee, S. (2000). An examination of selected marketing mix elements and
brand equity. Journal of the academy of marketing science, Vol. 28 No. 2, pp. 195-211.

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