Marketing

(Role of marketing, marketing planning, product, place, promotion, price, international marketing, e-commerce)
 * MARKETING **

23a) Analyse the usefulness of market segmentation and consumer profiling for LM (4) __Market segmentation__ is dividing up the market into different groups according to their common characteristics. LM may segment their market according to age group, income group, lifestyle etc. By segmenting their market they can then match the groups to the types of product or sevice on offer at LM. Unfilled markets may emerge from this which could potentially lead to improved future profits.

__Consumer profiling__ is builidng up a quantified picture of a company's customers showing the proportions of young to old, men to women, and so on. By fully understnading who their cusotmer actually are, LM can better identify their customer needs and therefore improve the products and services they offer according to these needs. In thel ong run, this improved service can only help to further improve LM's reputation as a quality holiday destination.

23b) Evaluate different methods of market research that Les Maisonnettes can use (6)

23c) Construct a suitable marketing mix for eco-tourism (8) 

24) What is social marketing? HL (2) Social marketing is NOT aiming to sell products but rather "selling" (promoting) ideas, social attitudes and social behaviour. The aim therefore is not to benefit the marketer but to benefit the target audience and society in general. The methods are the same as for commercial marketing - carrying out research and designing a strategy. Examples of social amrekting would include health programmes (such as reducing drug abuse, increasing organ donation and reducing heart disease) increasing awareness of road safety issues and in the context of this case study increasing awarenss of the dangers to the environment of air travel and uncontrolalble tourist development in areas of natural beauty.... 

25) Apply Michael Porter’s five forces model to classify and analyze competitive pressures in the market place. HL (10) 

26a) Discuss the role of branding in developing Les Maisonnettes’s Eco-tourism business. (6) 

26b) Recommend a suitable type of branding for LM (hint – family, product, company, own label, manufacturer). HL (4) 

27) Use the BCG matrix to suggest suitable strategies for Les Maisonnettes’s product portfolio. (6)    Hotel Accommodation: retain current market share and ensure that developments are made to attract customers to the hotel. These should differentiate this particular hotel from others in the area. Also, they should open a website and advertise on the internet (Refer to line 49-50)

Activities: provide a greater range of activities and to improve their staff training to avoid accidents, increase their safety and therefore improve their reputation thus attracting customers. This would lead to increased income which could then be used to expand the range of activities provided.

Restaurant: in order to increase market share increased marketing should be applied such as advertising at the airport or in general tourist areas. Another possible way to improve market share would be to make the restaurant differentiated from others by providing unique services such as allowing customers to select the vegetables for their food from a farm – thus providing a unique experience for the customer.



28) Discuss the costs and benefits of e-commerce to Les Maisonnettes (6)