Unit 3 L.A B1 The Role of Marketing (Eimear)

• Travel and Tourism
• Further Education (Key Stage 5)

Unit 3 Principles of Marketing 

B1 The Role of Marketing in Travel and Tourism Organisations

What examples of Brand Extensions
exist in the Travel and Tourism industry?
Think about Product Portfolios

Niche Market 

Mass Market 

Mass Market -
suitable marketing activities

Niche Market -
suitable marketing activities

Recap on Unit 3 Learning Aim B1

a. The Marketing Process

b. Setting SMART objectives

c. Brand and brand extensions

d. Mass and niche markets

At what stage of the Marketing Process would an organisation carry out a SWOT analysis?

1. Stage Four
2. Stage Three
3. Stage One
4. Stage Two

What does the letter 'A' stand for in the SMART acronym?

1. Accessible
2. Achieveable
3. Affordable
4. Accountable

Which of the following organisations owns this brand extension -
Marella Cruises?

1. Virgin
2. Translink
3. Jet2holidays
4. TUI

Which of the below is NOT a Mass Market organisation?

1. 
2. 
3. 
4. 

Which of the following defines a
Niche Market organisation?

1. Specialises in a product or service
2. Appeals to large numbers of people

Learning Outcomes

- Identify different types of travel and tourism organisations (public, private and voluntary)

- Differentiate between the marketing aims and objectives of the different types of travel and tourism organisations

e. Marketing Aims and Objectives

In order to achieve its goals and purpose, an organisation must identify  aims and objectives

The aims and objectives of different types of organisations vary, depending on whether they are public, private and voluntary 

e. Marketing Aims and Objectives

                                             Public

                                               Private

                                                   Voluntary

Private 

Public 

Voluntary 

Increase Market Share

Increase sales

Provide a service to the public 

Brand awareness 

Use funding appropriately 

Financially break-even

Protect  the environment 

Conservation 

Sustainability

e. Marketing Aims and Objectives 

Private Sector:
Aims and Objectives

Voluntray Sector:
Aims and Objectives

Public Sector:
Aims and Objectives

e. Marketing Aims and Objectives 

Question Time

1. What are the three types of organisations?

2. Give one aim of a Public sector organisation

3. What type of organisation is the National Trust?

4. Give one example of a Public sector organisation

Learning Outcomes

- Identify different types of travel and tourism organisations (public, private and voluntary)

- Differentiate between the marketing aims and objectives of the different types of travel and tourism organisations