Marketing (ICSA Diploma in Business Practice) by Jill Verstage

By Jill Verstage

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By Jill Verstage

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Extra resources for Marketing (ICSA Diploma in Business Practice)

Sample text

Promotion Any company must promote itself; that is, it must communicate, clearly and persuasively, to tell people what is available and encourage them to buy. A variety of techniques – including advertising, direct mail, sales promotion and personal selling – can then be used, together or separately. The impact of visibility is clear if you look at the history of many products which have grown from small beginnings to be market leaders in their field, a process most often driven by the promotional investment made in them.

For people considering booking a holiday at Butlins for the first time, physical evidence in the form of leaflets, brochures or even images on the website will help them to build up a picture of the experience they are likely to receive. The process needs to be efficient and userfriendly, including easy ways to make payment, so that there is nothing to prevent the booking from taking place. There should be efficient systems in place on arrival and throughout the stay to make the holiday experience as enjoyable as possible.

Economic There is pressure to create ‘open skies’ as well as to force down prices on high-traffic routes such as Heathrow. 1 with higher landing charges as well as additional taxes imposed upon the air travelling public. World events such as SARS and the Iraq war also have a direct economic influence upon airlines’ activities. Social/cultural The SARS epidemic and various acts of terrorism each caused a significant fall in numbers travelling to certain destinations, though over time travellers regain confidence in destinations and in modes of transport they had temporarily deserted.

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