Copyright Copyright © Texas Education Agency, 2015. These Materials are copyrighted © and trademarked ™ as the property of the Texas Education Agency.

Marketing FundamentalsTravel and Tourism Management

2

Copyright

Copyright © Texas Education Agency, 2015. These Materials are copyrighted © and trademarked ™ as the property of the Texas Education Agency (TEA) and may not be reproduced without the express written permission of TEA, except under the following conditions:

1) Texas public school districts, charter schools, and Education Service Centers may reproduce and use copies of the Materials and Related Materials for the districts’ and schools’ educational use without obtaining permission from TEA.

2) Residents of the state of Texas may reproduce and use copies of the Materials and Related Materials for individual personal use only, without obtaining written permission of TEA.

3) Any portion reproduced must be reproduced in its entirety and remain unedited, unaltered and unchanged in any way.

4) No monetary charge can be made for the reproduced materials or any document containing them; however, a reasonable charge to cover only the cost of reproduction and distribution may be charged.

Private entities or persons located in Texas that are not Texas public school districts, Texas Education Service Centers, or Texas charter schools or any entity, whether public or private, educational or non-educational, located outside the state of Texas MUST obtain written approval from TEA and will be required to enter into a license agreement that may involve the payment of a licensing fee or a royalty.For information contact: Office of Copyrights, Trademarks, License Agreements, and Royalties, Texas Education Agency, 1701 N. Congress Ave., Austin, TX 78701-1494; phone 512-463-7004; email: [email protected].

Copyright © Texas Education Agency, 2015. All rights reserved.

mailto:[email protected]

Copyright © Texas Education Agency, 2015. All rights reserved.3

Copyright © Texas Education Agency, 2015. All rights reserved.4

Travel Promotion

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Steps


1. Market Research

2. Set Goals and Objectives

3. Develop Strategies

4. Evaluate the Plan

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Market Research

Helps you to: Decide how to segment the market Focus on a target market Study the competition Understand the market


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Goals and Objectives

Develop specific goalsFor example:

Advertise on social media (goal) Increase customer travel (objective)

Set timelines


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Strategies

The heart of the marketing plan Marketing budget is set Plan is detailed Staff is assigned


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Evaluate

Questions to consider: Did the market plan work? Do changes need to be made? How can we improve? What can be done better?


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4 P’s of Marketing

1. Product2. Place3. Price4. Promotion


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Products

Includes all activities involved in development of product(s)

Keep target market in mind Look for changes in wants and needs

of target market Make changes if necessary


• Tangible - hold or touch• Examples: caps, t-shirtsGoods

• Intangible – can not touch• Examples: spa services,

miniature golf gameServices

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Place

Key factor in determining success of the business Location, location, location! Where is the right place?


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Price

Know cost and profit goalsKnow what competitor’s chargeSet the exact price


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Promotion

Communication with customers includes: Advertising Public relations Sales Sales promotion


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Advertising

• A nonpersonal communication• Broadcast to a large number of people• Sometimes referred to as an ad


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BillboardsCommercialsInternetPrint AdvertisingReader boards


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Public Relations

Creates goodwill– Doing something good or newsworthy– Making sure the public knows about it

Skills include:• Communication• Creativity• Research • Writing


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Sales

Group sales– Includes charitable groups, corporations,

professional associations and social groups– Consists of selling travel and tourism

services– Is a large percentage of revenue

Suggestive selling– Recommending additional products or

services to a customer– May increase sales


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Sales Promotion

• Intended to increase salesInclude:

– Coupons – Free product samples– Loyalty programs – Sweepstakes – Two-for-one offers


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SBA Delivering Success: Marketing 101(click on link)

(image from video)


https://youtu.be/YUoKi8DQxv4

21Copyright © Texas Education Agency, 2015. All rights reserved.

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Let’s Review!

1. What is marketing and what does it include?2. Why is travel marketing and promotion important?3. What are the steps to a marketing plan?4. What are the 4 P’s of marketing?5. What are tangible and intangible products?6. What are some ways to promote products?7. What type of advertisements for travel have you seen?8. What can be used to increase sales in the industry?


23Copyright © Texas Education Agency, 2015. All rights reserved.

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References and Resources

Images: Shutterstock™ images. Photos obtained with subscription. (Slides 1, 3, 5, 6, 7, 8, 9, 10, 12, 13, 14, 15, 17, 18, 19, 21, 23)

Textbooks: Farese, Kimbrell, Woloszyk, (2002) Marketing Essentials, Woodland Hills, California: Glencoe McGraw-Hill, Inc. Reynolds, J. S. (2014). Hospitality services. Tinley Park. IL: Goodheart-Willcox Company.

Websites: Small Business Administration

Marketing 101: A Guide to Winning Customers This course is designed to provide a basic overview of marketing. It is a practical program with real-world examples and helpful tips. The course is directed to small business owners who are interested in reaching a broader customer base.https://www.sba.gov/tools/sba-learning-center/training/marketing-101-guide-winning-customers

U.S. Travel AssociationWe assist members with programs and platforms to help promote travel to and within the U.S., especially through IPW, the pre-eminent international trade show bringing travel to America.https://www.ustravel.org/

YouTube(tm): SBA Delivering Success: Marketing 101

The U.S. Small Business Administration and the U.S. Postal Service bring you Delivering Success—video interviews with successful entrepreneurs who share the lessons they've learned about owning a small business.•http://youtu.be/YUoKi8DQxv4


https://www.sba.gov/tools/sba-learning-center/training/marketing-101-guide-winning-customers



https://www.ustravel.org/

https://www.ustravel.org/

http://youtu.be/YUoKi8DQxv4

http://youtu.be/YUoKi8DQxv4

Copyright Copyright © Texas Education Agency, 2015. These Materials are copyrighted © and trademarked ™ as the property of the Texas Education Agency.

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