Marketing Topic: Concept, Characteristic, Tips – 2020

Marketing in terms of market and territory is a large complex of marketing activities, including a lot of features and directions. Marketing topics act as the main part of the entire market system and the development of many industries in the world. Marketing tools and types of markets will help to understand the interaction between subjects, their tasks and objectives.

Each of the subjects must carry out marketing research, as they are all dependent on market activity. Marketing analysis determines the types of requests, tasks, conditions and funds of the subjects.

The main directions and functionalities of marketing activities:

  1. Analyze the functions. They are responsible for the analytical complex system, the conditions and opportunities, the tendency of their changes, the requirements of consumers, the sources of resources, the study of other topics related to this activity, the current level of development of the marketing topic.
  2. Sales and production functions. Developing new products and production processes, launching products on the market, providing services and distribution channels, planning pricing policy and promoting sales.
  3. Subject control and management. Total management of the strategic part of the activity, setting marketing objectives and solving them, evaluating effectiveness.

Basic concepts:

  1. Production. It is assumed that buyers are prone to products that are the most popular in the mass and are available in the price. Task: increase productivity.
  2. Commodity. It implies that the demand is growing more and more for quality goods. Task: product improvement.
  3. Commercial. It is assumed that the success of the product depends on the scope and sales promotion. Task: Expand sales channels.
  4. Traditional. Leads to the study of public inquiries and the development of optimal solutions on the market. The task: to find out the need of the buyer and to satisfy the demand.
  5. Social. Satisfy the desires of consumers, while providing benefits to society. For example, the production and sale of organic products, the promotion of a healthy lifestyle, etc.
  6. Management and relationship. This means satisfying consumers through partnerships and joint activities aimed at the economic and commercial sphere, both internationally and in the same state between territories, to the detriment of common interests.

Territorial Marketing

In this activity, there is such a thing as territorial marketing. This involves the interests of the territories, their internal and external subjects. The types of local marketing are divided into the following groups:

  1. State marketing implemented by the government (political organizations and foundations, government, attracting investment, large domestic producers, etc.).
  2. Regional marketing (regional organizations, regional authorities, travel agencies, business enterprises, educational institutions, cultural and sports organizations, etc.).
  3. Municipal, urban or in a single settlement, marketing. These are the local administration, residents, local producers, infrastructure, financial institutions, educational institutions, etc.

The process of introducing a marketing plan into action is the main objective and begins with the initial work cycle, which is the creation of a base of territorial entities, the collection of information about the territory as a whole and the implementation of marketing analyzes. It helps to choose the most appropriate strategy for changes and improvements of the external and internal conditions of the territory.

At this stage, the necessary measures are taken for the development of the area, financial investments, procedures that attract the public interest, the distribution of budgetary funds for territorial needs and the control of competitors.

Coronavirus And The Tourism Industry: 5 Marketing Tips

What is coronavirus for the tourism industry and related marketing? Here are some tips to help you in the next period.

With the spread of COVID-19 in more and more countries, the tourism industry has become the most affected of all areas. In early March, IATA announced that globally, the aviation industry would suffer losses of between 63 and 113 billion dollars.

Studying hundreds of travel agencies worldwide, we notice that every day new and new strategies appear as the situation changes from day to day. Decisions have to be made at every level, but what about marketing in particular?

In the following, we will present some recommendations to consider during the crisis, and, most importantly, some tips that can help the tourism industry to be prepared when this whole period passes.

  1. Take control of the conversation at all key points

If we are realistic, the truth is that every client who calls you thinks of coronavirus. This means that avoiding this topic will not bring you any benefit. It is very important to be proactive in the emails you send to customers, mainly trying to allay any concerns about this topic.

  1. Do not take into account the worst case scenario for the tourism industry

The latest information indicates that the impact of COVID-19 varies depending on the different sectors of the tourism industry.

For example, some agencies have noticed an increase in the conversion rate on their sites with the impact of coronavirus. This is largely due to the migration of customers from international to domestic travel.

If you are an agency that offers domestic packages for sale, this is the right time to recommend these packages to tourists who have had to cancel or postpone their international holidays.

Unfortunately, this situation is not similar in the case of travel abroad. In this case, both traffic and conversion rates have dropped considerably. Given the changing behavior of tourists and the fact that they currently avoid moving to a destination with a larger group of people, we can conclude that, in terms of tourism, the segment that had the most to lose because of this pandemics is that of international travel.

  1. Move your focus from sales to conversion

Whether you have already been affected by the current situation or are just preparing for the worst case scenario, one of the most important things you can do now is to try to shift your focus from sales strategies to conversion strategies.

The fluctuation of the level of passenger traffic is inevitable in this situation, at this moment no travel agency has a budget to ensure the interest of tourists as long as it does not even exist. In fact, trying to promote external packages now could have a negative impact on a travel agency’s credibility when the crisis is over.

The conversion rate is not just a short-term interest. This is a crucial element in ensuring your speedy recovery once the crisis is over. If you focus now on the conversion rate, it will be much easier for you when the traffic recovers, thus facilitating increased revenue.

  1. Reassess the communication channels used

At the moment, communication channels are no longer used to promote promotional packages, as they did until recently. In this period when nothing is normal, you have to think about what else you could use these channels.

Now is the time to invest more energy in positioning the agency in the market and to send messages to customers. Aim to solidify existing relationships, instead of trying to get reservations that will not take place in the near future anyway.

  1. Use modification / cancellation policies to remove any doubt

Many agencies have been asked by existing tourists or potential clients the following question: What will happen to my vacation if it is directly affected by coronavirus?

Now is the time to reassure your customers that you are doing your best to protect them and their travels. Be proactive and show customers that you have the best policies to earn their trust.