Page 158 - principles of tourism marketing-1 (1)

 Marketing can be viewed as an organizational function and

a set of processes for creating, delivering, and

communicating value to customers, and managing customer

relationships in ways that benefit the organization and its

shareholders. Marketing is the science of choosing target

markets through market analysis and market segmentation,

as well as understanding consumer buying behavior and

providing superior customer value.

The set of engagements necessary for successful marketing
management include capturing marketing insights, connecting

with customers, building strong brands, shaping the market
offerings, delivering and communicating value, creating long-term

growth, and developing marketing strategies and plans.

Objective of marketing

1- Increase sales

2- Build brand awareness

3-Grow market share

4-Launch new products or services

5-Target new customers

6-Enter new markets internationally or locally

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