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Module 13 - Marketing - Workbook

The document outlines key marketing concepts related to tourism, including definitions of marketing, target markets, and competitive advantages. It also discusses promotional techniques, differentiating between above-the-line and below-the-line methods, and provides a breakdown of marketing budget categories. Additionally, it includes a creative task for interns to develop an above-the-line promotional material for a cultural tour in South Africa.

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harunanasief8
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33 views3 pages

Module 13 - Marketing - Workbook

The document outlines key marketing concepts related to tourism, including definitions of marketing, target markets, and competitive advantages. It also discusses promotional techniques, differentiating between above-the-line and below-the-line methods, and provides a breakdown of marketing budget categories. Additionally, it includes a creative task for interns to develop an above-the-line promotional material for a cultural tour in South Africa.

Uploaded by

harunanasief8
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Module 13: Marketing

Important marketing concepts


Match the definition in COLUMN A with the term in COLUMN B. Write only the letter (A –
C) next to the question number (1 to 7) in the blocks below, e.g., 8 H

Column A Column B
1 The process of promoting, selling, and distributing A Target market
tourism products or services to customers.
2 The process of gathering, analysing, and interpreting B Competitive edge
information about a market, including information about
the target audience, competition, and the effectiveness
of marketing strategies.
3 A specific group of consumers at whom a company aims C Marketing
its products and services.
4 The portion or percentage of total sales in the market D Niche markets
captured by a product, service, or company.
5 The advantage a business has over its competitors, E Core markets
which makes it more attractive to customers.
6 The main audience that a product or service is aimed at. F Market research
7 A smaller, specialised segment of the market aimed at G Market share
meeting the specific needs of a particular group.

1 2 3 4 5 6 7

Types of promotional/advertising techniques


Differentiate between above-the-line and below-the-line promotional techniques.

18
Marketing budget breakdown

Marketing budget

Study the different costs related to marketing tourism products and services, and
categorise them.

surveys; printing; vehicle; salaries for marketing staff; flights; internet


advertising; focus groups; event planners; hotel accommodation for
marketing staff; radio ads; consultants; data analysis; telephone calls

Cost categories Different costs related to marketing tourism products and


services (examples)
Market research

Communication costs

Travel costs

Personnel costs

Creative activity

You are an intern at a tourism marketing company. Your manager has tasked you with
creating an above-the-line promotional material for a new cultural tour in South Africa.
The goal is to attract both local and international tourists.

Choose one of the following forms of above-the-line promotional material to create for the
campaign:
 Magazine advertisement
 Flyer
 Billboard
 Poster
 Social media post on Instagram

19
Justify your choice of above-the-line promotional material and explain why it’s effective for
reaching both local and international tourists.

20

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