[Music] welcome to travel and tourism this channel is to help the students who are preparing for ITC SE and O level travel and tourism exam if you are new to the channel please click on the subscribe button in this video we will discuss about marketing and promotion we will see why marketing and promotion is very important the definitions of marketing and promotion and the roles and functions of our TM promotion [Music] travel and tourism industry is a highly competitive market there's a vast number of organizations competing with each other within the travel and tourism industry these organizations must constantly find new ways to create awareness about its products and services which they are offering to their existing or potential customers marketing and promotion is very important whether the organization is operating in a private public or voluntary sector let's see the definition of marketing in 1976 the Chartered Institute of marketing defined marketing as the management process responsible for identifying and dissipating and satisfying customer requirements profitably [Music] this definition is true but there is an enormous change in the industry over the last few decades [Music] the customers are having more choices in terms of products and services service providers and Bay's to access the products and service [Music] after identifying these changes the Chartered Institute of marketing produced a new definition for marketing in 2007 it states that marketing as a strategic business function that creates value by stimulating facilitating and fulfilling customer demands [Music] promotion is any form of communication or activity carried out specifically to call attention to the products and services of a particular organization it also helps in creating awareness about a product or a service [Music] you let us identify why marketing and promotion are important to travel and tourism providers marketing has four main functions within the travel and tourism industry marketing helps in increasing sales usage and profitability it helps in improving customer satisfaction marketing also helps in creating or enhancing positive organizational and product image marketing also helps in creating competitive advantage marketing is very important for an organization in private sector which will help to increase the sales of its products and service either by volume or by value for a public sector organization marketing helps in increasing the usage pattern of the facility which helps in maintaining the operating efficiency of the facility organizations use marketing to increase the size of their customer base through continuous efforts to retain the previous customers as well as to appeal to new customers in any business the larger the customer base they will be a boost in sales either by volume or value with more sales they make more profit irrespective of whether privately or publicly funded Chandler tourism organizations need to generate income to continue innovations marketing helps in identifying or anticipating customers wants and needs the products have made to meet the customers wants and needs this is a good way to achieve customer satisfaction if customers are satisfied by what they receive or if the products meet their expectation this makes them more likely to return for repeated business and they also may communicate to their friends and families about their positive experience these friends and families may in turn become the customer of the organization word-of-mouth promotion is considered very effective in case of organizations offering services specially for travel and tourism service providers tourism marketing is very vital part of any hospitality business as they convince customers to travel whether it is good times or bad times [Music] customers prefer to use brands which they are familiar with all the brands they think offers the best quality or value for money marketing is very essential to create an association of a product or service in a customers might successful organizations in the market had created a positive image for themselves through a range of marketing and promotional techniques any products or services with the positive image will definitely gain more customers than its competitors [Music] we had already identified that hospitality industry or travel and tourism industry is very competitive there are many destinations with similar features there's a huge list of service providers whether it's an accommodation provider tour operator travel agent airline companies Crewe's operators all offering similar products or services marketing helps these organizations or destinations to attract more customers than their rivals which helped them to survive in this competitive business environment [Music] role and functions of marketing and promotion is a very important topic which is Arjun almost every year for IGCSE or low-level exam in October November 2015 question number 4b explain briefly the impact that marketing and promotion of tourism in Madagascar is likely to have on the following it's a six-month question you need to identify the impact of marketing and promotion on these following topics volume of sales its position within a competitive market and customer satisfaction let's say the first point on volume of sales marketing helps in creating awareness about the products and services offered by Madagascar tourism marketing also helps in increasing the customer base this result in increased sales and profit marketing also helps in reconnecting to the existing customers which will result in repeated business now let's see the second part you need to identify the impact of marketing and promotion on Madagascar's position myth in a competitive market effective marketing helps in attracting more customers than the competitor this helps in increasing sales and profit it enhances the brand image of the destination Marketing helps in identifying the competitors activities and acting according to that will help Madagascar to increase its market share now coming to the third part of the question the impact of marketing and promotion on customer satisfaction marketing helps in identifying customers wants and needs therefore Madagascar can provide products and services which will satisfy the need of customer marketing also associates customers to the brand and promotes repeated business whatever explanation you give for this question you should relate that to the impact of marketing and promotion [Music] functions of marketing and promotion is asked again in 2016 October November 2016 question 3 C explained two ways in which marketing and promotion of Singapore may lead to an increased market share for the destination it's a six mark Weston need to identify two points and explain each identified point we'll give you one mark and the explanation will give you further two marks each the correct ideas include increase the sales usage profitability or customer base competitive advantage positive image and customer satisfaction you can write down any of these two points or two ways and use the points given below to explain the point [Music] IG CSC October number 2017 give three reasons why marketing and promotion are important to travel and tourism organizations it's a six mark Weston you need to identify three reasons each reason will get you one mark each and the the explanation of each point or each reason will get you another one mark so you need to write three reasons and explain all the three reasons so the points you can include earth increased sales or usage competitive advantage positive organizational image customer satisfaction promotion such as special offers and raising awareness you can write down any three reasons and use the points given below to explain the point [Music] IDC SC October now Berg 2080 question 1c explain two reasons why marketing and promotion are important for tourism authorities such as those in Papua New Guinea so you need to identify two reasons and you need to explain them the points you can write us increased sales usage number of visitors competitive advantage positive reputation customer satisfaction you can write down any two points and use the points given below to explain the points [Music] Cambridge a GCSE October Namba 2019 question 4d discuss the importance of Canada of having competitive advantage over other destinations this is a nine mark question in previous years i GC is he asked to identify the reasons and explain and for each point and explanation you may get three marks but now this change in pattern of questioning is seen previously for factors affecting choice of pricing policies locations etc where they will be asking one point and you need to explain it for nine marks for such a question you need to start with an introduction then explain at least three points and write a valid conclusion you need to ensure that you discuss on the importance of competitive advantage the points you can use for answering this question are many destinations of a similar experience so can Anna need to be unique there will be a gain in market share if they have competitive advantage having competitive advantage will be supporting more tourism jobs they can generate more income it attracts more customers or it brings back existing customers more investors specially tourism related investors will be interested in investing in Canada it attracts more international inbound tour operators so we can or Canada can receive more in boundaries and definitely there will be more economic impact there will be more foreign investment into that in the country and definitely more foreign currency will be received which will result in the improvement of the economy [Music] if you find this video useful please like the video share it with your friends and subscribe to the channel please click on the bell icon so that you will get notification every time I upload a new video I'll be uploading new videos every other day if you have any suggestions or queries please feel free to comment that's all for today see you soon with the next video till then take care bye bye [Music]