MARKETING

Marketing

Marketing

Marketing Process

Marketing has two concurrent thrusts: internal and external. Internal marketing is critical in settings where key decision makers and stakeholders fail to comprehend the importance of distance learning to the overall mission of the institution. Internal marketing efforts are driven toward generating and maintaining interest and enthusiasm about distance learning initiatives (Cravens, 2007). In businesses, schools, and colleges, managers, administrators, finance officers, and faculty require a continuous flow of marketing communications to advance the cause of distance learning. Particularly in corporations, internal marketing to employees is essential to maintain high participation in tourism services (Cravens, 2007).

A sound marketing plan is an essential cornerstone of marketing Tanzanian Tourism industry. Just as tourism industry seeks to be consistent with the overarching mission of the organization, so too should the marketing plan fit into the context of marketing the organization. Therefore, the government or Tanzania tourism sector should invest in disciplined and systematic market analysis or needs assessments, building cohesive market strategies, summarizing specific marketing activities and responsibilities, and evaluating the success of marketing programs. Key elements of a marketing plan for the promotion of tourism typically include situation analysis; assessment of marketing strengths and weaknesses; analysis of marketing opportunities and threats; marketing goals and objectives; marketing strategies, tactics, and responsibilities; marketing budget; and performance measurement and metrics (Cravens, 2007).

The strategic plan and direction for the tourism sector organization are the starting point for the marketing plan and strategy. The strategic plan should provide guidance on target tourist populations, institutional strengths and weaknesses, linkage with initiatives in other parts of the country, and technological direction. In the absence of a strategic plan for Tanzanian tourism industry, marketers can use their departmental or institutional strategic plans as a reasonable proxy (Cravens, 2007).

The identification of the key market segments is the foundation for sound tourism marketing. Market segments are distinct groupings of potential tourists who have some key characteristic in common, such as travelling interest, geographic location, employment status, or affiliation. Each segment can be targeted using a different marketing strategy that responds to the unique needs of the group. These market segments may be quite different from the market segments for local and international tourists. In defining market segments, it is important to make every attempt to ensure that they are fairly homogeneous in membership, reasonably large, and mutually exclusive (Perrault, 2006).

After segments have been identified, it is important to identify the specific travelling needs of each segment in order to develop effective marketing strategies. Formal needs assessments and targeted market research studies can be valuable tools in uncovering and prioritizing these needs.

An analysis of demographic and other trends shaping each market segment is useful in identifying those market segments that offer the greatest potential for the tourism sector in Tanzania in terms of number of visitors, strategic positioning, service to the community, or partnerships with other organizations and services being provided (Perrault, 2006). Key questions to ask in this analysis include: How large is this segment? At what rate is it growing? In ...