Question 1

Read the CASE STUDY 'Selling the idea' below and then do the following.

Produce an initial marketing strategy to develop appropriate geographic areas into target destinations suitable for Enviro Tours Ltd (ETL) tours focussing on Product, Place and Promotion. The marketing strategy should also include your reasoning; and justification for any recommendations. For a selected area that meets your criteria for ETL, define how you would select suitable target group(s) and how you would persuade them to rethink their environments (e.g. local facilities) and businesses in light of opportunities offered by ETL.

CASE STUDY - Selling the idea

Concerns about the impacts of climate change, plus escalating fuel costs and potential shortages, have stimulated Enviro Tours Ltd (ETL) to devise strategies that are contrary to many conventional approaches. ETL organises tours using other groups' facilities such as ports and cruise ships and, going by enquiries, ETL's offering appears to be achieving a ready and growing market. Tour concepts such as UrbanEscape are increasing in popularity as city dwellers seek a complete change from high density living and fast moving industry. According to ETL's research, the main constraint to growth is that relatively few areas of the world are organised to deliver the right kinds of experiences to visitors, and of those, many are already saturated with visitors. ETL now wishes to expand its areas of operations by helping selected local areas to reduce their costs and increase their attractiveness with a 'local production and local consumption' model that builds local jobs and resilience of communities. ETL believes that such a model will cut dependency on global supply chains and facilitate the production of organic 'boutique' produce, restaurants, places to stay and natural rural experiences. The result should be an increasing number of areas that can be visited by ETL where visitors can experience many organic and natural foods and wines in ways that support ETL's motto of 'We show, we care'.

Question 2

"Marketing is the study and practice of how profitable trade works"

Discuss the above statement and provide examples to support your ideas.

Question 3

What marketing considerations are applicable when major service providers are setting prices? Give examples using a service provider of your choice and justify any conclusions and/or recommendations that you would have.