{"id":57,"date":"2015-02-13T10:32:41","date_gmt":"2015-02-13T10:32:41","guid":{"rendered":"http:\/\/rplearn.pixeldepo.eu\/?page_id=57"},"modified":"2015-05-12T08:01:56","modified_gmt":"2015-05-12T08:01:56","slug":"unit-6-how-to-prepare-marketing-activities","status":"publish","type":"page","link":"https:\/\/respons-alliance.eu\/rplearn\/?page_id=57","title":{"rendered":"Unit 5: How to prepare Marketing activities?"},"content":{"rendered":"<p>The guest is in the focus of the tourist business. By proper market research, the manager\/ owner will obtain more knowledge about the guests. The market research represents the relationship between tourist companies and their markets.<\/p>\n<p>The preparation for marketing activities should start with targeting the right target group or market segmentation. Any SME should identify its specific target groups that are most likely to become its clients, instead of turning to all.<\/p>\n<hr \/>\n<p style=\"text-align: center;\"><strong>Market segmentation is an attempt to separate specific homogeneous groups of visitors, in order to develop and implement Marketing programmes specifically designed for their needs.<\/strong><\/p>\n<hr \/>\n<p>Market segmentation may be performed according to the following criteria:<\/p>\n<ul>\n<li>aim and time frame of the tour is conducted &#8211; recreation \/ entertainment; visiting relatives and friends; business trips; seasonally; weekends;<\/li>\n<li>personal characteristics &#8211; income, age, place of residence, gender, social status;<\/li>\n<li>special interests and preferences;<\/li>\n<li>past behaviour, motivation to travel;<\/li>\n<\/ul>\n<p>Tourist companies do not know their customers personally until they arrive. Therefore, they do study who their clients are, what their needs are and what products and experiences they expect to receive.<\/p>\n<p>There are many sources of information &#8211; the tourist companies may use information gathered from public sector organizations: local and regional tourism councils, tourist associations, national and sector statistics, tourist information centers, think tanks, etc.<\/p>\n<hr \/>\n<p><strong><em>What more could you undertake to have a precise view of the users of your product and visitors to your hotel or restaurant?<\/em><em>\u00a0<\/em><\/strong><\/p>\n<ul>\n<li><em> Ask guests how they learned about your business and write down the answers to measure the effectiveness of your advertising; <\/em><\/li>\n<li><em> Collect a database of names and addresses of your customers and periodically analyze profiles;<\/em><\/li>\n<li><em> Offer guests surveys on the level of satisfaction; analyze them periodically;<\/em><\/li>\n<li><em> Analyse occupancy regularly: the number of booking, length of stay and more.<\/em><\/li>\n<\/ul>\n<hr \/>\n<p>Other important elements of the consumer survey are the impressions of employees. In many organizations, customer information may be obtained from the employees in the company (waiters, receptionists). Contributions of employees can be gathered by regularly conducting meetings for improving quality of services. You can also think about introducing a \u201cProposal book\u201d where each employee could write down his\/ her suggestions for improvement. The fact that employees\u2019 views are taken into account and valued will make them feel important and motivate them further.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The guest is in the focus of the tourist business. By proper market research, the manager\/ owner will obtain more knowledge about the guests. The market research represents the relationship between tourist companies and their markets. The preparation for marketing activities should start with targeting the right target group or market segmentation. Any SME should [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":10,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":[],"_links":{"self":[{"href":"https:\/\/respons-alliance.eu\/rplearn\/index.php?rest_route=\/wp\/v2\/pages\/57"}],"collection":[{"href":"https:\/\/respons-alliance.eu\/rplearn\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/respons-alliance.eu\/rplearn\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/respons-alliance.eu\/rplearn\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/respons-alliance.eu\/rplearn\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=57"}],"version-history":[{"count":4,"href":"https:\/\/respons-alliance.eu\/rplearn\/index.php?rest_route=\/wp\/v2\/pages\/57\/revisions"}],"predecessor-version":[{"id":233,"href":"https:\/\/respons-alliance.eu\/rplearn\/index.php?rest_route=\/wp\/v2\/pages\/57\/revisions\/233"}],"up":[{"embeddable":true,"href":"https:\/\/respons-alliance.eu\/rplearn\/index.php?rest_route=\/wp\/v2\/pages\/10"}],"wp:attachment":[{"href":"https:\/\/respons-alliance.eu\/rplearn\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=57"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}