Best Practices For Collaborative Marketing

A marketing plan can be viewed as a roadmap in which an organization navigates through a sequence of steps in order to promote a service, goods, or program (Thomas, 2015) (May, Apr 12, 2012). Therefore, in order to initiate the occurrence of any marketing activity, it is vital to have a marketing plan to follow in the event to create awareness, attract customers, and to gain business (Thomas, 2015). In having a marketing plan, the organization must delineate their marketing initiative through a sequence of designated steps by strategically organizing, marketing activities while defining who will be their targeted potential customers (Buttell, Jan/Feb 2009). In meeting the strategic objectives of a marketing plan, it should

View more »Expand viewKotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.

Today’s on-line travel market is succeeding because the companies are using a more software-centric, online business model termed “E-commerce.” This has become the popular avenue for businesses as it mirrors the ideas of mobility. The sheer amount of data available, coupled with the advanced operating systems and social media platforms, have created new possibilities for E-commerce organizations. The infrastructure of E-commerce has expanded into platforms such as peer-to-peer networking, crowd-sourcing, social websites, and mobile devices and media. E-commerce trends are findings ways to incorporate every aspect of our daily lives into an online package associated with our everyday needs (Fishbein, 2013).

Gustavo, N. (2013). Marketing management trends in tourism and hospitality industry: Facing the 21st century environment. International Journal of Marketing Studies, 5(3), 13-25.

Marketing campaign needs to promote and focus on family and group travelling plans and packages to suit their demands and needs

The focus of our project aims towards formulating strategies with an aim to meet customer needs and developing long-term and profitable relationships with those customers through the company’s products and services. The process followed while taking up this project was following the conventional methodology wherein the initial research was done to figure out the internal and external factors well to gain a clear understanding of the current situation by using various marketing frameworks. The information so obtained and consolidated was duly evaluated and analysed to figure out what marketing strategies would be best suited to the needs of the company in the current scenario.

This section will be dedicated to the evaluation of the 2016’s destination marketing plan of San Juan Islands that sets out goals and concrete strategies at operational level for a short-term period. The evaluation will draw on Middleton et al.’s (2009, p.207) eight logical steps of the marketing planning process and other relevant literature.

Marketing effectiveness in the Europe region also performed fairly well. A 71% rating was received. An 80% rating is considered a very good score indicating a good marketing strategy. Strategies for marketing effectiveness will continually be monitored and measured. Although the traveler model is price sensitive to the market, customer surveys indicated 100% satisfaction for prices on our traveler

This marketing plan will aim to increase market share by five percent over the next year by targeting first-time visitors to Australia/Queensland in advertisement and promotional materials through a business-to-business campaign, focusing on travel agents and other third-party international booking agents. Targeting these international sellers through the use of more recently established information and communications technologies will produce a cost savings for the company and has been demonstrated as

Travel Supremes' marketing strategy would mainly be to provide each customer with an overall great experience to focus less on the troubles of planning, budgets, and things to actually do but to highlight the thrill of having the ability to trust that our services will make your vacation a pleasurable one. In doing so, we plan to communicate the correct marketing strategies that will appeal to our targeted market, so we can see the success in which areas we emphasize on. Our overall goal is capture the audience of families, which consist of working professionals with kids, who will someday retire if they haven't already. The promotion strategies of Travel Supremes are to create a strong presence on social media, build brand awareness, e-mail

According to Hudson (et al., 2009) many destinations sell themselves by revolving around the same concept, namely the destinations’ icons which have as main focus the physical characteristics of that destination (for instance nature or sea, sun, and sand) (Hudson et al., 2009). In addition, the messages conveyed to the audience are generic, meaning that the idea of escape and discovery is at its core (Hudson et al., 2009). However, in order to differentiate on the market place, some destinations have changed the focus, meaning that rather than making use of the physical attributes a destination has, the experiences a destination could provide to consumers were instead regarded. As a consequence, it could be argued that consumers’ emotions became the target, as the conveyed messages of the offered experiences have the aim and also a direct influence on potential consumers’ emotions (Hudson et al., 2009). The term used to describe the new marketing approach is called ‘experiential marketing’, being a ‘relatively new marketing orientation proving a contrast to traditional marketing’ (Hudson et al., 2009) (which refers to the initial approach marketers applied, namely high focus on a destination’s physical attributes) (Hudson et al., 2009).

The primary thesis of Lam’s (2016) article is to define the negative impact of the Internet on employment opportunities for tourist agents in the United States, yet to also define the continued necessity of the tourist agent as an extremely asset to the tourist industry. The article defines the statics for the increasing use of online booking services, instead of services provided by online e booking agents that provide person-to-person services. This has led to a massive decrease in employment opportunities for the tourist industry over the pasty 14 years: “According to the Bureau of Labor Statistics, the number of full-time travel agents in the U.S. dropped from a high of 124,000 in 2000 to around 74,000 in 2014” (Lam, 2016, para.1). however, Lam (2016) is attempting to coerce the reader that the personal experience and expertise of travel industry agents can provide a safer, and less frustrating travel accommodations” “Most of us have been in this industry for a very long time” (para.14). In this way, travel agents know the detailed issues that can arise during travel, which can be resolved with direct contact with the agent. Lam (2016) defines the limitations of online booking, which argue that the validity of the “travel agent” is still a necessity for the best possible traveling experience for the consumer.

Before taking this course of marketing strategies I believe marketing was less complicated and easy to formulate in order to help companies reach their goals. Many concepts introduced in this course and the assignments completed on the previous milestones have developed my understanding and knowledge about marking strategies. At the beginning of this course, I thought the flyer design was the biggest concern about catching customer attention; however, the last ten weeks, I realized that there is something else behind its logistics; a research of different aspects needs to be done in order to formulate the right strategies that fits the companies goals and the circumstances which it operates. I learned that external forces are the most challenging aspect that needs to be analyzed and overcome if we want marketing strategies to work as planned. We live in a society that constantly changes their preferences, wants, needs and duties. So, economic, demographic, psychological, and legal forces shape the way marketing works; what works today for your company, may not work tomorrow. For this reason is very important to be informed about what is happening around your customers and how they can affect your relationship with them. Communication plays an important role to keep track and monitor changes in the marketing environment where a company operates. In order to grow any business, a product or service is needed. It could be the best in the market, but if the

Title: Customer Relationship in Tourism Industry – A case study on a Swedish Seminar date: 4th of June, 2010 Level: Bachelor thesis in Business Administration, Basic level 300, 15 ECTS Authors: Yanfei Yan, Jie Yang Supervisor: Angelina Sundtröm marketing mix, service quality, customer satisfaction, customer retention. travel agency, Resia.

Master Thesis, Continuation Courses Tourism and Hospitality Management Department of Business Administration and Social Sciences Division of Industrial marketing and e-commerce