ENGLISH ONLINE

PROFESIONAL ENGLISH FOR TOURISM LEVEL 2

Profesor Autor:

Lcdo. Juan Carlos Carpio Profesor

Tutor:

Lcda. Martha Castro Quiroz MSc.

Titulaciones Nivel

• Todas las carreras Segundo

Tutorías: El profesor asignado se publicará en el entorno virtual de

aprendizaje online.utm.edu.ec), y sus horarios de conferencias se indicarán
en la sección CAFETERÍA VIRTUAL.

PERÍODO NOVIEMBRE 2020/ MARZO 2021

Índice

TABLE OF CONTENT
UNIT 4 GOALS
UNIT 4: MARKETING AND PROMOTION
Lesson 1: What is marketing?
What is marketing? 2
Marketing is more than promotion 2
The marketing process in travel and tourism 3
The marketing process 4
Lesson 2: Describing strengths and weakneasses
Swot Analysis 4
What does Swot stand for? 4
Using Swot Analysis 5
Lesson 3: The language of advertising
The language of advertising 8
Types of ads 9
Lesson 4: Sales promotion techniques
Sales promotion techniques 10
What makes a sales promotion work? 10
What are the basic strategies 10
Bibliography 12

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 Unit goals

❖ What is marketing?
❖ Describing strengths and
weaknesses
❖ The language of advertising
❖ Sales promotion techniques

Unit 4 What is marketing?

Communication goal: Know about marketing.

Lesson 1: What is marketing?

What is marketing?

Marketing deals with the application of ideas and procedures employed to

analyze and predict consumer requirements and preferences, to gauge the
feasibility of promotional strategies and modify these to comply with the
requirements of maximum consumer satisfaction.

Thus, marketing contributes towards increasing sales, revenues and profits,

through providing insights into consumer behavior.

Marketing is more than promotion

In various circles, marketing is wrongly considered as a substitute term used to

explain promotion and advertising. Though promotion and advertising are two
of the most dominant aspects of marketing, the complete definition of
marketing includes several other aspects and factors. Marketing includes the
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full study and implementation of innovative ideas to help businesses in
the creation of brand identity and communication.
Marketing is more than promotion

In fact, in essence, marketing is based on the principles of

effective communication, which includes the effective conveyance of
brand values to consumers to convince them to avail a service or a product.
It includes a comprehensive study and analysis of consumer, as well as,
product and service metrics that form the foundation of market research,
laying down the basis for the creation of an effective marketing strategy.

The derived conclusions, as a result of the systematic analysis of collected

data, are used to anticipate consumer behavior and provide an insight into
consumer psychology.

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Example of a hotel chain in the marketing process.

Lesson 2. Strengths and weaknesses

Communication goal: Talk about the sales process and identify strengths and
weaknesses.

Swot Analysis

It’s a way that businesses or organizations use to analyze their situation and
decide actions to improve their position by looking at their internal
Strengths and Weaknesses and external Threats and Opportunities.

What does SWOT stand for?

It is an acronym for:
• S stands for Strengths
• W stands for Weaknesses
• O stands for Opportunities
• T stands for Threats
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SWOT analysis is an important tool for rapidly establishing the overall
strategic position of a business and its environment.

Using Swot analysis

It is an important step in helping determine your business strategy and lead
you to your business intelligence strategy.

Once key issues have been identified, they feed into business objectives,
particularly marketing objectives and goals.

Strengths

Strengths in SWOT analysis are the attributes within an organization that are
considered to be necessary for the ultimate success of a project. Strengths
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 are resources and capabilities that can be used for competitive advantage.
Examples of strengths that are often cited include:

• Strong brand names

• Good reputation
• Cost advantages of proprietary know-how

Weaknesses

Weaknesses include factors such as an abundance of rivalry between

departments, a weak internal communication system, lack of funding and an
inadequate amount of materials. Weaknesses can derail a project before it
even begins. Other Weaknesses include:

• Weak brand name

• Poor reputation
• Ineffective and high-cost structure

Strengths and Weaknesses are internal factors

For example:

❖ People - Skills, Attitude, Training, Knowledge

❖ Products - Quality, Price, Life Cycle
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 ❖ Operations/Production - Capacity, Flexibility
❖ Organization - Structure, Relationships
❖ Systems - Computer, Databases, Monitoring Dashboards
❖ Finance - Balance sheet, Cash Flow
❖ Reputation - Customer opinion

Opportunities

Opportunities are classified as external elements that might be helpful in

achieving the goals set for the project. These factors could involve vendors
who wish to work with the company to help achieve success, the positive
perception of the company by the general public, and market conditions
that could make the project desirable to the segment of the market.
Additional Opportunities include:

• Arrival of new technology

• Unfulfilled customer needs
• Taking business courses (training)

Threats

These external factors could gravely affect the success of the project or
business venture. The possible threats that are critical to any SWOT analysis
include a negative public image, no ready-made market for the final
product and the lack of vendors who are able to supply raw materials for the
project. Some other threats include:

• Trend changes
• New regulations
• New substitute products

Opportunities and Threats are external factors

For example:

❖ Economy - Strength of Currency

❖ Market - Growth/Decline, Fashion Trend
❖ Legislation - Pollution, Product Liability, Energy, Healthcare
❖ Technology - Substitutes, New Tools, Artificial Intelligence
❖ Society - Ageing Population
❖ Environment - Recycling, Increased Testing, Protection

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Lesson 3: The language of advertising

Communication goal: to know about different types of advertising.

The language of advertising

Advertising is one aspect of marketing. While marketing is the overall
approach to speaking to customers about your brand, advertising is usually a
paid form of messaging designed to lead to sales. Advertising can be short-
term for a special promotion or ongoing, but usually requires a financial
investment. If you know advertising could help your business but you aren’t
sure where to start, explore the marketing tips below to see which options fit
your needs and budget.

Whether through online or printed materials, marketing is an essential part of

running a successful business and a great opportunity to stand out from your
competitors. Consider these marketing options for your business.
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TYPES OF ADS
A successful advertising campaign will spread the word about your products
and services, attract customers and generate sales. Whether you are trying
to encourage new customers to buy an existing product or launching a new
service, there are many options to choose from.

The following list is an introduction to advertising tactics that you could use.
Remember, you can always be creative in your advertising to get noticed
(within advertising regulations).
Types of ads:
• Newspaper
• Magazine
• Radio
• Television
• Directories
• Outdoor and transit
• Direct mail, catalogues and leaflets
• Online
Also consider
• Find out how to promote your business at trade shows and exhibitions.
• Learn how to use public relations to attract new customers.
• Find out more about creating a website.

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 Lesson 4: Sales promotion techniques

Communication goal: Identify techniques for sales promotion.

Sales promotion techniques

Consumer sales promotion is a marketing technique that is used to attract

customers to purchase a product. The promotions typically last for a set
period of time and are used to achieve a specific purpose, such as
increasing market share or unveiling a new product. A number of
promotional techniques are commonly used by product manufacturers and
sellers.

What makes a sales promotion work?

To effectively capture your customers’ interest (and business), your sales

promotion strategy should include these five essential elements:

1. Select the right target audience

2. Set measurable goals
3. Limit availability
4. Promote widely but wisely
5. Offer real value
6. Review your results

What are the basic strategies for sales promotions?

By definition, a sales promotion is an activity applied for a predetermined,

limited period of time, with the aim of increasing consumer demand and
stimulating sales. Sales promotions give potential customers an additional
reason to consider doing business with you and your company.

Offering a free trial

A free trial is a way for a consumer to try a new product while eliminating risk.
It may be used when a product is unique to the marketplace, which can
make consumers leery of trying it out. This technique is commonly used in
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television infomercials where the buyer has 30 days to try the product, during
which time he can return it for a full refund if he's not satisfied.

Price deal

A temporary reduction in the price, such as 50% off. Loyal Reward Program:
Consumers collect points, miles, or credits for purchases and redeem them
for rewards.

SOME OTHER EXAMPLES:

❖ Giving Free Gifts

❖ Offering Customer Contests
❖ Using Special Pricing
❖ Social Media and Influencer Marketing
❖ Using Digital Marketing
❖ Frequency Card Programs

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Bibliografía

Robin Walker and Keith Harding, Oxford English for careers-

Tourism I 6 2010 Oxford
Cambridge University Press, Advanced Learner´s Dictionary. 3 ed.
2008 Cambridge

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