Applying marketing policies in business at Hanoi tourism company

Self-sufficient

Distributed exchange

Exchange files

central

Diagram 1: Forms of exchange

Fisherman Hunter

Market

In the method of self-sufficiency, in which each person to satisfy his needs must find everything for himself. For example, fishermen who want to have rice to eat must go to grow rice themselves. Likewise, farmers who want to have fish to eat or want to have wild meat must go fishing and go to the forest to hunt. In the case of self-sufficiency, the efficiency of each person will decrease.

In the decentralized exchange method, each person can exchange with the other three to satisfy his needs. In this method, there is more progress but it still takes a lot of time.

In the third method, centralized exchange, there appears a person called a merchant in their midst, the gathering place is called the Market. Each person brings his goods to the market and exchanges them for the things he needs.

The concept of market (market) brings us to the final concept of the Marketing cycle. The word Marketing comes from the word Market. Marketing is the activity of people who have a relationship in one way or another with the market.

In summary, we can visualize the concept of Marketing according to diagram 2 below:

Need

Marketing

Wishes

Market

Marketing Concept

Demand

Transaction

Product

Exchange

Diagram 2: Basic Concepts of Marketing

When society develops, the market is not a market but a process, it is not limited by space and time. Indeed, today, thanks to advanced scientific and technological means, business transactions are not only carried out in markets but also via post, fax, telephone, Internet...

2. Necessity:

- Marketing is the means by which producers bring manufactured products to consumers to satisfy consumer needs, exist for a certain period of time and bring maximum profit to those producers. So today no business starts doing business with the market. Because in the market mechanism only then can businesses hope to survive and develop.

- An enterprise is a business entity, a living organism of economic life. That organism needs to have a metabolism with the external environment - the market. The more frequently and continuously that metabolism occurs, and the larger the scale, the healthier that organism is. On the contrary, if that metabolism occurs weakly, that organism can become weak and die prematurely.

- For a business to exist, it is essential to have functional activities such as: production, finance, human resource management... But in a market economy, the human resource management function is not enough to ensure the survival of the business, and there is even less of a guarantee for the success of the business if it is separated from another function - the function that connects all business activities with the market. This function belongs to another management field - marketing management.

- Indeed, a business may think that if it focuses all its efforts on producing a lot of products, on making extremely perfect products with high quality, it will certainly earn a lot of money from consumers. That, in fact, is not guaranteed. Because behind that motto of action, there are two big obstacles hidden - two big questions that if they cannot be answered, all the efforts of the business will be nothing.

One is, does the market need to buy all the products the business produces?

Second, at the price that the business is willing to sell, can consumers afford it? As a result, the relationship between the business and the market has not been satisfactorily resolved.

Thus, a business needs to have marketing to connect its production activities with the market, which means ensuring that its business activities are market-oriented, knowing how to take the market - the needs and desires of customers as the most solid foundation for all business decisions.

3. Marketing mix :

The marketing mix is a set of controllable variables that a company uses to influence and influence its target customers. The components of the marketing mix are known as the 4Ps: product strategy, price strategy, distribution strategy, and promotion strategy.

- Product strategy: is the determination of product portfolio, product types, products and their characteristics such as name, brand, technical characteristics, packaging, size and after-sales service.

- Pricing strategy: is determining the objectives of pricing strategy, choosing pricing methods, and the company's pricing strategies.

- Distribution strategy: includes issues such as establishing distribution channel types, selecting intermediaries to establish a contact within the channel and the entire distribution network, issues of storage, warehousing, transportation methods, etc.

- Promotion and expansion strategy is all activities of the company to spread information about the company's products and services, it includes activities such as: advertising, stimulating consumption and other promotional activities.

Along with the departmental strategies will be a system of specific measures to achieve the business's goals. The departmental strategies and measures are coordinated in the implementation process later.

II. Tourism Marketing Content:

1. Research on tourism market:

First, to study the overall activities in the tourism market, we need to learn some basic concepts:

1.1. Some basic concepts:

a. What is tourism:

* From the perspective of “being a tourist”: Traveling is leaving one's usual place of residence.

* From the perspective of "being a tourism supplier": Tourism is providing and organizing all activities to satisfy the needs of tourists, bringing social efficiency.

Tourism is the combination and interaction between 4 groups of factors in the process of serving tourists: Tourists, Tourism service providers, authorities of tourist destinations and local communities.

b. Tourists:

Tourists are also called visitors. According to the World Tourism Organization in 1968, the definition of visitors was accepted as follows: “A visitor is a person from one country who travels to another country for a reason, which may be business, sightseeing or doing something else (except for practicing a profession or receiving a salary). This definition is applied to domestic tourists as well. Visitors are divided into two types: Tourists and visitors.

+ Tourists:

Tourists are tourists, also known as overnight visitors. “Tourists are tourists who stay in a country for more than 24 hours and sleep overnight there, for business, visiting or doing something else.”

+ Excursionists

Visitors are tourists also known as day visitors.

“A visitor is a tourist who comes to visit a place for less than 24 hours and does not stay overnight, for business or other reasons.

Diagram 3: How to classify tourists

Purpose of visit

Non-National (Foreigners)

National Resident Abroad

Crew members (Non-resident)

Cruise passengers

Day visitors

Crews Crews

Professional Career

Pleasure Enjoy

Other Tourist motives

Travel for other motives

Travelers Travelers

Included in tourism statistics

Not included in tourism stalistics

Visitors Tourists

Tourists Tourists

Excursionists Visitors

Border worker

Nomads

Nomad

Transit Passengers

Passenger Trip

Refugees

Member of the Armed Forces Military

core

Represent on

Of Cuisulates

Diplomats

The Foreign Houses

Temporary Immigrants

Temporary settlers

Permanent Immigrants

Those who decide

Visitors Tourists

Tourist

Visitors over 24 hours

(Overnight visitors)

Excursionists Visitors

Under 24 hours

(Day

Maybe you are interested!

Figure 4: Classification of tourists and visitors

c. Tourism products and their characteristics:

- Tourism products: are all the goods and services that tourism suppliers provide to tourists to satisfy their needs.

- Characteristics of tourism products:

+ Tourism products are mainly services, they do not exist in physical form for customers to check and examine, so they are very unique.

+ Tourism products are often intended to be “in a certain place”, and consumers, after purchasing, go there to enjoy the product. That means people spend money before seeing the product and people have to pay before consuming the product.

+ Tourism products are often far from the tourist's place of residence. Therefore, a distribution system through intermediaries is needed: Travel agents, travel companies... Therefore, these organizations have an impact on the needs of potential tourists.

+ Tourism products are a combination of many industries and professions, with interdisciplinary nature: transportation, processing technology, handicrafts...

+ Tourism products are produced and consumed at the same time, so there is no inventory.

+ The consumption and production of tourism products are influenced by many factors: political situation, security situation,

+ The relationship between supply and demand of tourism products also has its own characteristics. In a short period of time, supply is relatively stable, while demand changes rapidly and is affected by many factors such as: Seasonality, creating a mismatch between supply and demand, and seasonality is especially important for beach tourism, sports tourism, and festival tourism...

+Tourism products are often used less and always create new products, which is very important, that is the instability of demand.

d. Tourism market:

* The tourism market is a component part of the general commodity market, a special component part. It includes all the relationships and economic bodies associated with the location, time, conditions, and scope of goods and services to satisfy the needs of tourists.

* The tourism market is a special component: the nature of the product is consumption and production of specific products.

1.2. Purpose, tasks, principles and contents of tourism market research:

1.2.2. Purpose:

To determine the ability to consume goods and services in the market.

1.2.3. Tasks:

Research the market situation and causes.

- Business history, functions and tasks of the business.