Business Tourism under Josefino Tulabing Larena, CPS,MPA

1. Marketing,
Promotions & Sales
Travel Agency

2. LEARNING OBJECTIVES
After studying this chapter, you should be able to:
 Understand the true meaning of marketing as
applied in the tourism industry;
 Explain the communication process in marketing;
 Describe the Marketing Mix and its components;
 Understand the importance of marketing
activities and tools;
 Understand the importance of promotions and
sales;
 Design a simple marketing tool; and
 Prepare a simple travel and tour proposals.

3. MARKETING ACTIVITIES
AND TOOLS
The tourism product is intangible and
is a highly perishable product.
There are only ways to step up
demand by increasing promotions,
but the ability to supply the increased
demand is always limited by carrying
capacity.

4. The very nature of accommodating an
increase in demand often includes long-
term actions in planning and promotions.
In the tourism industry, demand is
almost always of a seasonal nature and
subject to the travel patterns of target
markets.
The tourism industry is made up of a
number of industries each with a variety
of activities that are directly or indirectly

5. affected in various degrees, by the
industry itself and the travel patterns of
specific markets.
Increase in demand for tourism products
involves sustained long-term marketing
and promotions activities. Marketing is
defined as everything that is done to
create awareness about a destination, a
company, its products and its services

6. and create sales opportunities, while
sales is the desired result of marketing.
Promotions are the link between
marketing and sales.
The main difference between sales and
marketing is that marketing looks at
groups of individuals with common
attributes and characteristics, while sales
looks at a specific individual within that

7. group.
Marketing is strategic and
conceptual and requires a good
understanding of the target market –
who they are and what they want –
rather than a hard definition of the
product. “You tailor the product to
the market, not the other way
round.”

8. Mr. Robert Cleverdon of the Isle
of Man in the UK best exemplifies
the objectives of marketing in the
acronym AIDA. He states that the
most effective marketing process
must achieve Awareness, Interest,
Desire and Action.
Marketing is Communications

9. Fig. 13-1 The Communication
Process

10. The diagram visually identifies the
sender, the message, the channel
through which the message is sent,
the receiver for whom the message is
intended, and the feedback necessary
to convey measurements of the
message’s quality, fidelity and
effectiveness back to the sender, in
order for the sender to make any
necessary adjustment.

11. The basis or take-off of the
communication process is the Corporate
Identity, as it defines the company’s
“distinct image”. It is the sum total of all
visual means a company uses so that it is
readily identified. The objectives of
having a distinct corporate identity are:
1.To attract clients;
2.To stand out among its competitors;
The Corporate Identity

12. 3. To increase returns by building up
cumulative impact;
4. To generate word-of-mouth
endorsement;
5. To speed up communication of the
message; and
6. To entice new staff members.
The company identity is best illustrated
in the company name, logo, colors and
slogan.

13. The Marketing Mix
The marketing mix is the fundamental
aspect of marketing, made up of the four
(4) P’s – Product, Price, Place and
Promotions. Nowadays, several marketers
propose the inclusion of another “P” for
People, representing the end-users.
Consider the factors at work on a tourist
who decides to go on a vacation:
1. The available time and disposable income.

14. 2. The family likes and dislikes, and
the conflict of interests, husband-
wife, son-daughter, father-son,
mother-daughter, and the like.
3. The pressures from the social
class, as the “word-of-mouth”
endorsements require
consideration – a very strong
influence as there is no apparent
ulterior motive involved.

15. 4. Nationality, as many gravitate to
areas that may offer similar customs
and culture.
5. The conditions of purchase, such as
available information, ease of
reservations, credit facilities, terms of
deposits payments, required
documentation, language translation,
conditions when changing plans, and
the like.

16. The tourism product is the sum total of
intangible components which a customer is
willing to buy.
When developing a travel product, the
questions to ask are:
1. Will the tourists buy the different
components of a vacation separately, or will
they prefer a packaged tour?
2. Are lower airfares better, even if these
are accompanied by certain restrictions?
THE PRODUCT

17. 3. Do vacationers mind paying deposits
in advance?
4. Do credit arrangements help?
5. Are guaranteed departure dates
important?
The product mix will evolve from the
different vacation components and from
the extent to which they can be modified
and diversified to address the largest
segment of the market.

18. THE PRICE
The price is the value consideration, in
monetary terms, that a customer is willing
to pay in order to acquire a product. It is
the centerpiece of the transaction mix,
which involves the conditions under
which the market will buy a specific
product.
The price of a product usually starts with
either one of two different marketing
strategies, namely:

19. The market penetration price is set
deliberately low to stimulate market
growth and capture a large share of it. It
also aims to discourage competition.
The market skimming price is set
deliberately high to the advantage of
those who are willing to pay much
higher prices, because they set a high
value to it. The advantages of market
skimming pricing are:

20. 1. It gives the impression of a
superior product;
2. It allows for a price reduction, if a
pricing mistake is made; and
3. It gives quick return on
investments.

21. The following pricing tactics evolve from
the aforementioned strategies:
• The cost-plus pricing tactic involves a
markup, normally in the form of a fixed
percentage, which is added to the unit
cost.
• Target pricing relates to volume of sales
in which the selling price relates to a
target rate of return, but only if the
target volume of sales is achieved.

22. • Breakeven pricing is used to
capture an account in the hope of
generating revenues through
other services, such as the sale of
optional sightseeing and shopping
commissions.
• Value-based pricing uses the
customer’s perception of value to
establish a price.

23. • The competition-based pricing tactic
– which is also known as going-rate –
involves the supplier matching the
prices of the competition.
• Packaged pricing of products and
services are put together and priced
lower than if the traveler were to
buy each one individually. Tour
operators apply this tactic.

24. THE PLACE
From the sellers’ point of view, it is
convenient to think that the
“movement of consumers to the point
of supply” in the tourism industry is the
same as the “movement of the supply
to the consumers’ reach” or the
distribution of physical consumer goods
from the producer to the point of
consumption in the manufacturing
sector.

25. While this is only partially true, there are
some important differences to be
considered:
• The tourism product cannot be stored
and has no shelf life. It has no value
until experienced. The tourism product
has little control on the channels of
distribution. This situation changes the
relationship between producer and the
channels of distribution.

26. In the tourism industry, there are two
basic intermediaries, the wholesaler and
the retailer. The tourism product
producer, such as a hotel and
restaurant, uses intermediaries because:
(1) The intermediaries act as additional
marketing and sales outlets; (2) use of
intermediaries reduces the cost of
worldwide promotions; and (3)
marketing functions are better

27. performed through specialized tour
wholesalers in geographic areas or
products.
• The changing relationship between
producer and consumer brought about
by the advent of electronic marketing
and subsequent electronic sales
aspects, the tourism product can now
purchased at home, without involving
intermediaries.

28. Marketing has only two objectives –
to inform and to create sales
opportunities. Marketing is creating
awareness of both the company and
its products and services. Marketing
means maintaining a good image for
long-term benefits rather than
concentrating on quick one-shot
deals.
Marketing Activities

29. Advertising
Advertising is defined as any paid form
of non-personal presentation of ideas,
goods or services by an identified
sponsor. It is best known and almost
always the most expensive marketing
activity. It involves the paid publication
of material in print media and the
endorsement of products and services
in voice, video or electronic channels.

30. Fig. 13-2 Advertising-Advantages
and Disadvantages
TYPE ADVANTAGES DISADVANTAGES
Billboard  attracts
impulse clients
 heighten
awareness
 limited
message
 cost of setup
and maintenance
Print  wide
readership
 tractable by
section
 flexible in size
 cluttered with
other ads
 poor
production and
quality
 short life span

31. TYPE ADVANTAGES DISADVANTAGES
Radio
Broadcast
 image building
 instant
recognition
 varied audience
 too many radio
stations
 no visual image
 cannot be saved
TV
Broadcast
 effective sight
and sound
 tractable by
time
 high cost of air
time
 must be
repetitive
Electronic
(website)
 state-of-the-art
 unlimited
content
 limited buying
audience

32. TYPE ADVANTAGES DISADVANTAGES
Electronic
(global
distributio
n system)
 state-of-the-
art
 specialized
audience
 subscription
costs
 production
quotas
VCD/DVD
ROM
 can be seen
again and
again
 good sales
support tool
 low cost to
reproduce
 expensive to
produce
 needs special
equipment

33. Publicity
Publicity is defined as a non-personal
stimulation of demand for a product,
service or destination by planting
commercially-significant news about
it in a published medium or obtaining
favorable presentation of it in radio,
television or electronic channels that
is not paid for by the TMC/travel
agency.

34. The essential element of publicity is
media relations. Media relations are
established in the same manner as
relations among friends are
established.

35. Public Relations
Public relations involve the generation
of good will, a tool to enhance
communications. It is how an
individual, a group or an institution
relates to a particular audience.
The ultimate objective of public
relations is to create goodwill.

36. Publications
A publication refers to any printed
material emanating from the
travel agency, such as brochures,
posters, leaflets, flyers, handout
and other literature.

37. TYPE ADVANTAGES DISADVANTAGES
Posters and
displays
 varied usage –
airports, trade
shows, tricycles
 facilitate last-
minute decisions
 limited message
 cost of setup and
maintenance
Printed
collateral
materials –
brochures,
pamphlets,
flyers,
handouts
 name recognition
 serve as
reminders
 long life span
 high production
cost
 long production
time
 poor distribution
rate
Fig. 13-2 Publications-Advantages and
Disadvantages

38. When creating publication material,
consider the following:
1. Market background. Establish a
rationale for the material to be
produced, with a profile of the
audience or target market, preferably
with corresponding demographics
and psychographics.

39. 2. Product definition. Describe the
physical and experiential attributes
and the specific and unique features
of the product. Determine the
desired image or character of the
product.
3. Communication objective. Define
the specific desired response from
the audience.

40. 4. Medium. Identify the specific
publication medium, how this
will be distributed and how the
audience will consume the
message.
5. Mandatory considerations-
the “must” use of symbols,
logo, slogan and the like.

41. Printed Material as Marketing tools
Printed Collateral Material used as
marketing tools must not only be
tailored-made for the target market to
generate interest: it must also be
attractive in format and clear content.
There are different consideration in
this regard. For the printed material
the basic considerations are:

42. Copy refers to the text that expresses
the concept, ideas or image of the
company, product or service. The text
is the substance of any marketing tool.
Font and type make the marketing
tool reader-friendly or otherwise, in
that too small a front discourages
prolonged reading, while a very large
one limits the amount of text.

43. Visuals are graphics and pictures in the
marketing tool. These may be black-
and-white or four-colored pictures
generated from transparencies, or the
artists’ renditions of images.
Color Scheme refers to the
background coloring of the pages, if
any, or the coloring of maps and
drawings.

44. Paper Stock quality conveys the
desired image; however a more
important consideration is the weight.
Weight will have much impact in the
distribution of the material, in
particular when mailing costs to
overseas destinations are considered.
Paper stock should also match the
front and back covers material, which
is usually thicker than the pages.

45. Size also plays an important part in the
distribution of the material. Flyers and
leaflets are normally folded to fit
standard, legal – size envelopes.
Handouts are normally given out, so
that mailing costs are not important. For
pamphlets, the desired size should fit a
standard, legal-size envelope to avoid
having special envelopes made. As a
rule, brochures will always require
special made-to-order envelopes.

46. Format refers to the
presentation of topics, including
the distribution of text vis-á-vis
the visuals. The format should
reflect a harmonious flow of
topics and ideas presented in a
logical sequence.

47. Layout, although similar to
format, is more a technical
description for distributing
columns of text and the size of
the pictures or visuals. The most
critical aspect of the layout is the
conceptualization of both the title
and the back pages.

48. Fig. 13-4 provides a few examples of printed
marketing and sales tools used to promote TMC/travel
agencies and their products and services.
Fig. 13-4 Summary of Printed Marketing Tools
TOOL DESCRIPTION
Company
Profile
A brief presentation of the
organization’s vision, mission and
goals, accompanied by the credentials
of the key management figures and a
rundown of the organization’s
products and services. A Company
Profile also provides the organization’s
network or offices and trade
membership and affiliations.

49. Flyers/
Leaflets/
Handouts
Printed, one-sheet documents of varying
sizes that feature specific product
offerings or promotions. These are cheap
productions meant for mass distribution.
Normally, the product offering is of a
very short life span.
Pamphlet A printed, one-sheet document of
varying sizes and folds – one fold
translating to (4) panels, and two folds
into eight (8) panels. Pamphlets feature
products, places and services, and are of
a higher production quality than flyers
and meant to convey and reinforce the
organization’s image and character.

50. Brochure Made up of at least eight (8) pages of
varying sizes in book form. A brochure
is often a combination of a Company
Profile and an expanded pamphlet. The
quality of production depends on the
organization’s desired image, while the
quantity is determined by the life span
of the brochure, which is normally two
years.
Poster Over-sized, one-sheet printed material
of at least 20” x 40” featuring a
product or destination.

51. Information
and Rate
Sheet
Strictly speaking, these are
not marketing tools, but
rather sales tools that are
essential when closing a
sale. The information sheet
provides the terms and
conditions of the products’
purchase and applicable
concessions, while the rate
sheet indicates the prices.

52. Promotions
The key to any transaction is the
communication mix. The tourism product
is “abstract”, although it is largely
composed of physical forms.
The consumers, on the basis of trust, must
accept the tourism product. Therefore:
1. It is only in communication that the
promotional and informative activities can
take place.

53. 2. Point-of-sale communication must
be accurate and authoritative,
requiring education and training.
3. Communications should promote
trust and provide an opportunity for
promotions.
4. Communication also involves the
right quantities of promotional
material, coupled with the right
overall promotional effort.

54. Promotions are marketing activities that
are not covered by any of those
mentioned above. These include sales
promotional campaigns for specific
products, personal selling, familiarization
tours, direct mailers and attendance in
trade fairs/events.
Sales Promotions are short-term
incentives to encourage the purchase or
sale of a product or service.

55. Personal Selling is oral presentation in a
conversation with one or more
prospective purchasers for the purpose
of making a sale.
Familiarization Tours are invitational
trips for both media and intermediaries
of the industry in order to expose them
to the product and solicit positive
response and endorsements, and
objective assessments of the product.

56. Direct Mailers are flyers or sales
letters sent to a specific target
markets listed via the postal system.
Trade Shows and Events refers to
participation in industry fairs and
events where opportunities to
display the products both to the
tourism industry and the general
market abound.

57. Fig. 13-5 Promotions-Advantages and Disadvantages
TYPE ADVANTAGES DISADVANTAGES
Sales
Promotions
 hasten introduction
 fill up unused space
 facilitate last-minute
decisions
 hard-to-adjust
price
 may attract wrong
market
 short-term
advantage
Personal
Selling
 counteracts
objections on-the-
spot
 gives personal touch
 creates
opportunities
 provides sales leads
 time consuming
 high product
knowledge
 very subjective

58. TYPE ADVANTAGES DISADVANTAGES
Trade
Shows/
Events
 direct to target
audience
 allow face-to-face
contact
 high audience impact
 expensive to
participate in
 high wastage of
collaterals
 results not easy to
track
Familiariza-
tion Tours
 highly experiential
 objective assessment
of product
 good trade profile
 wrong invitees
 expensive to host
 results not
immediate
Direct Mails  direct to target
audience
 relatively low in cost
 traceable
 considered junk mail
 tedious to maintain
list
 it may give wrong
message

59. Marketing Activities on the
World Wide Web
The most common marketing tools on
the Web are:
• Web Portals/Travel Portals
• One-on-One Email
• Broadcast Email
• Newsletter
• Extranets
• Niche Marketing

60. The Website as a Marketing Medium
Fig. 13-6 Summary Marketing Activities on the World Wide Web
E-MARKETING
ACTIVITY
DESCRIPTION
Travel
Portals
Free travel information
disseminators and interactive
travel brochures.
One-on-One
Email
Simple and effective way to send
a message to individual clients. An
electronic activity that enables the
distribution of news and sales
bulletins to clients with ease,
speed and minimal cost.

61. Broadcast
Email
Simple and effective way to
send messages to large
number of individuals. An
electronic activity that enables
the distribution of continuing
stream of information flowing
to prospective clients.
Newsletter A continuing stream of
information from you to your
clients. A good example of
electronic marketing.

62. Extranets Are areas on an Intranet that
contain product information
that can be accessed by
outsiders – such as vendors
and clients.
Niche
Marketing
A unique way to make travel
expertise (or whatever that
expertise may be) available
to anybody in the world who
has access to an online
computer.

63. Musts of a Website
• Vital links – Links to pages the show
“What’s New”, “Where We Are”,
and “Who Are We” must appear in
the home page, preferably in the
navigational top bar.
• Navigational tools – These help the
visitors find where the want to go
within the site.
• Interactivity – Make it easy for the

64. visitors to get in touch with the agency.
• Simple design – Keep the design
simple and user friendly.
• Privacy and security – Unless the
Company publishes its privacy policy,
visitors may be unwilling even to
consider leaving their names and
addresses in your registry book. The
Company must be honest and tell the
visitors what the Company plans to

65. do with the information received
from them, and provide them with
complete information about the
Company’s security protocols for
financial transactions.

66. Essential Website Design Elements
• Headlines – Organize the text neatly
by using headlines. Headlines provide
instant visual structure.
• Text – Concise writing copy for the
Web differs from other writing
because of the Web’s unique
technology, that is, nonlinear,
interactive, and language that is brief
and to the point succeeds better than
wordy, complicated text.

67. • Graphics – The company logo is
the most obvious graphic element
of the web page, but it may also
bore the viewers. An essential
component of graphics is the
background.
• Links – A web page without links is
like an action movie without
sound. Links and graphics bring
pizzazz to the web pages.

68. Vital Data and Consistent Design
Some essential areas must be included on the
home page:
• Complete agency information
• Link to reservations page, area or facility
• Link to last-minute deals (specials)
• Link to agency specialty (for example, Banaue
or Chocolate Hills packages)
• Link to an “About Our Agency” page or
section
• Links to an email for the agency in general and
for specific agents
• Copyright information

69. More on Links and Interactivity
Links are endemic to the Web
because they add depth and pizzazz
to the pages and make this medium
truly different and exciting, from the
others, and they are very useful.
Links allow the visitor to jump from
page to page and from site to site.
Links can also allow your visitors to
jump to an altogether different site.

70. Interactivity engages the visitors in
fun and meaningful activities and
games. A simple example of
interactivity is an email address
linked in a fill-in form, so that –
upon completion – the form is
automatically and immediately
forwarded from the client to your
email address.

71. The Internet as Market Place
The Internet as a market place
enables any provider of travel-related
products and services to reach
millions of people around the world
on a small budget.
• Hits are visits by people interested
in what the website advertises.

72. • Converting hits to sales. The more hits
or visitors the website has, the more
chances are there to convert these into
sales.
• Signposts are directions to the
website.
• Outside connections are links with
other companies and organizations for
cross-selling.
• Web page titles each web page has a
title.

73. Criteria for Segmenting Internet
Consumers
 Primary motivation - what makes
people deviate from traditional
distribution channels
Attitude towards technology -
whether they are optimistic or
pessimistic about technology
Household income - family budget
allocated for items other than basic
necessities

74. Fig. 13-7 Four Broad Groups of Internet Consumer
High Income Optimist
They lead all others in
Technology adoptions.
Their motives divide into:
Fast forward, New Age
Nurturers and Mouse
Potatoes
High Income Pessimists
Despite sustainable income,
they resist complex technology
They are segmented into:
Hand-shakers, Traditionalist,
and Media Junkies
HIGH INCOME
LOW INCOME
OPTIMISTS PESSIMISTS
Low Income Optimists
They are strong followers of
low costs products and
services
Motivational segments include:
Techno-strivers, Digital
Hopefuls and Gadget Grabbers
Low Income Pessimists
They are rarely a factor in
technology markets
Just one segment in this group:
Sidelined Citizens

75. PROPOSALS AND QUOTATIONS
An outbound travel proposal is the
sum total price of services
requested or proposed. It is a
formal proposal indicating all the
services to be provided during the
trip.

76. Fig. 13-8
Sample Copy of an
Outbound Proposal
Letter

77. October 10
Mr. Raymundo de Guzman
218 Aguirre Street
BF Homes, Parañaque
Metro Manila
RE: 21-day European Holiday Tour
Dear Mr. De Guzman,
Thank you very much for the opportunity to submit a proposal for your forthcoming holiday tour of Europe, sometime in April of next year.
Based on your initial request to include visits to the Vatican’s St. Peter Cathedral and at least two other religious shrines in Europe, and include The
Louvre Museum in Paris, plus a visit to your eldest daughter Christina who lives in Athens, Greece, either before or after the tour of the continent, I
am pleased to submit herewith my Company’s proposal as follows:
Total Airfare PhP 224, 000.00
Hotel Accommodations 104, 670.00
Sightseeing Tours and Tour/Cruise Packages 65, 690.00
Taxes and miscellaneous expenses 23, 000.00
Total Cost PhP 417, 360.00
5% Professional Travel Fee 20, 868.00
Sum Total PhP 438, 228.00
The additional cost for all essential roundtrip transfers is PhP 18, 900. 00.
For your review and perusal attached please find:
Detailed Itinerary – Manila/Hong Kong/Rome/Paris/Vienna/Athens/Hong Kong/Manila
Complete List of Hotels – Accommodation in one Triple Room. Please note that there are no hotel arrangements in
Athens.
Descriptive Sightseeing Tour Descriptions and Day-to-Day Cruise/Packaged Tour Itinerary
Visa Requirements and Useful Information of the Countries to be visited.
The applicable rate of exchange for this proposal is the Official Airline Rate of Exchange, which as of this writing is US$ 1.00:PhP51.14, subject to
change at the time of booking.This proposal is strictly subject to reconfirmation at the time when reservations are placed.
I will be very happy to meet with you anytime at your convenience to discuss any question you may have. Hoping to hear from you in the
foreseeable future, we are, with kind regards,
Sincerely yours,
Lucille Ramos
Senior Sales Representative
GEMINI TRAVEL SERVICES
Quezon City

78. Fig. 13-9
Sample Copy of an
Inbound Quotation

79. June 9
Miss Vivian Cheng
DRAGON TRAVEL and TOURS CO. LTD.
P.O Box CPO 1167, Hong Kong
RE: HONG KONG MERCHANTS BANK GROUP X 24 + 1
Dear Miss Cheng,
Thank you very much for the opportunity to be of service to Dragon Travel and Tours and the Hong Kong Merchants Bank Group, scheduled
visit to the Philippines from October 8 to 12.
Based on your request, we are pleased to provide the following quotation per person in Philippine Pesos based on the brackets indicated. We
will accord one (1) complimentary for every fifteen (15) full-paying participants:
18 + 1 24 + 1 30 + 2 SRS T/Red
Half-twin in Phil. Pesos 17, 996 17, 645 17, 647 3, 800 (1,200)
This quotation includes:
• Two (2) nights accommodations at La Corona Hotel, Manila
• Two (2) nights accommodations at Waterfront Lahug, Cebu City
• Full-Board throughout (American Breakfast x 4, Lunch x 4 and Dinner x 4)
• Roundtrip transfers in Manila and Cebu
• Half-day Manila City Sightseeing including entrance fees, full-day Pagsanjan Falls with Lunch and boat ride by air-conditioned motor
coach, and Mactan Island Tour with Lunch
• English-speaking tour guide in Manila and Cebu City
The one way economy airfare Manila/Cebu via PAL is PhP2,680.00 net, inclusive of fuel surcharge, insurance and aviation security fee.
This quotation is net per person, valid up to December 15 and is strictly subject to reconfirmation at the time of booking.
Should you find this proposal acceptable, kindly forward a fifty (50%) percent deposit to initiate all required reservations based on eleven (11)
twins and three (3) single-occupancy rooms. The balance is due prior to the group’s arrival in Manila.
Hoping you will find the foregoing acceptable and in good order, we are, with kind regards,
Sincerely yours,
Juan Ramos
Manager - Inbound Division
GEMINI TRAVEL SERVICES
Quezon City

80. Presenting the Proposal
It is customary to attach a copy of
the proposed technical itinerary
and/or a descriptive itinerary as
well.
Preparing a proposal letter is one
thing is only one part of the sale
cycle and presenting the proposal
is the next step.

81. The best way to present a proposal is
face-to-face, in a pre-arranged
appointment, with ample time to
explain each component of the
proposal. The presenter of the
proposal must thoroughly familiar with
the contents and be ready to any and
all questions pertinent to the proposal.
Do not leave the prospective client
without a commitment.

82. SALES TRANSACTIONS
Counter Counseling and Sales
When conducting sales interaction with
prospective clients, it is advisable to
follow the seven steps below in order
to capture a transaction.
1. Identify needs or wants of client.
2. Determine your objective.
3. Open your sales pitch.

83. 4. Qualify and probe.
5. Emphasize benefits.
6. Handle objections.
7. Close by getting a
commitment.

84. SELF-ASSESSMENT QUESTIONS
 What are the components of the
Marketing Mix?
 Who are the players in the
Communication Mix?
 Which marketing activity is most
effective for travel management
companies? Why?
 Which electronic activity is best suited to
TMCs? Why?

85. • Cruz, R.G. Principles of Travel & Tourism, Quezon
City: By the author, 1998.
• McIntosh, R.W. & Goeldner, C.R., Tourism
Principles, Practices, Philosophies, New York, USA:
John Wiley & Sons, Inc. 1972.
• E. Murer, Internet for the Retail Travel Industry,
Thomson Delmar Learning, 2003.
• Murphy, Dalls B., The Portable MBA, New York,
USA: John Wiley & Sons, Inc., 1997.
• PATA Marketing Development Handbook, An
Introduction to Marketing and its application to
Tourism, 1973.
REFERENCES