Download Indirect Marketing

Managing Marketing Communications and
Sales
All questions are compulsory
a. Explain direct marketing and indirect marketing.
Direct Marketing-The practice of delivering promotional
messages directly to potential customers on an individual
basis as opposed through a mass medium.It helps to:
 Eliminate the use of middlemen
 Facilitate the use of alternative media channels and
distribution channels
 Obtain maximum control and clear effect on
revenue
Indirect Marketing-Involves unfocused efforts to
promote the organization or a brand as a whole instead
of a particular product.Indirect marketing efforts will
enhance the product image and trigger word of mouth.
The most common indirect marketing methods are:
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Publications
Blogs
Community events
Public speaking events
b. What are the sales methods that could be used in
tourism industry?
Personal selling- Communicating orally with a customer
about a productor service
One-off-selling- Encouraging a guest to make a purchase
without building a platform to generate future sales
Relationship selling- Making a sale with the intention of
creating a lifetime customer who will generate sales even
in the future
Online selling- As the name suggests, making sales
online
Telephone selling- Making a sale through the telephone
c. What factors should be considered when selecting a
promotional tool for a hospitality and tourism
organisation?
When selecting a promotional tool, an organisation
should consider the following points:
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The type of market
Sales promotion objectives
Cost effectiveness
Target market
Competitive conditions
Timing
d. What is market segmentation and what are its
basic criteria?
 Market segmentation is a process of dividing the
market into different groups of consumers who have
common needs and wants
 The overall purpose of market segmentation is to be
able to make sensible marketing decisions
 A market segment is a group of individuals with
enough characteristics in common that they will
react in a similar way to a marketing appeal
Basic criteria for market segmentation are:
Identifiable-A
identifiable.
market
segment
should
be
Measurable-Numerical measures should be
available to indicate the size of the market segment.
Adequate size-The size of the market segment
should be adequate enough.
Accessible-It must be both possible
economically feasible to reach the segment.
and
e. What are the influences on organisational
objectives?
Internal influences on Objectives
 Internal stakeholder expectations
 Shareholders: profitability, dividends increments
 Employees: job security, earning increments
 Trade unions: job protection, working conditions
 Management style
 Organisation culture
 Internal resources
External influences on Objectives
 Macro-economic environment
Changes
in
political,economic,social
and
technological factors have influences on the
objectives
 Micro-economic environment
Objectives will also be influenced by external
stakeholders such as:
 General public
 Pressure groups
 Government and regulators
 Competitors
 Stakeholders
(customers,suppliers,shareholders,employees,fi
nanciers)