Unit 4: introduction to Marketing in Travel and Tourism.

... Unit 4: introduction to Marketing in Travel and Tourism. P4. The definition of marketing is: "the management processes responsibly for identifying, anticipating and satisfying customers requirements profitably" *source institute of marketing. Setting targets is a common approach but one that often fails for a number of reasons. Often the targets are not appropriate or where they are, once written, they are never utilised. Setting SMART targets can help with the former (but not with the latter) SMART stands for S Specific M Measurable A Attainable R Realistic T Time-constrained Therefore essentially SMART targets set out what's going to happen, who's going to do it, when it's going to be done by, and how achievement will be measured. Easy to say - much harder to do in practice and provide meaningful targets. Also it is vitally important to provide customers with the right product or service, this is noticeable when customers are purchasing a holiday. Since when you go into a travel agent you

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