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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: 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: 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)