Select a non-chain/non-brand hospitality, travel or tourism business (individual hotel, single restaurant, bakery, night club, brewery, winery, distillery), travel company (regional/charter airline – not a mainline carrier, yacht service – not a cruise line, tour operator, individual travel agency – not an OTA) or tourism organization’s (CVB, DMO, local attraction – not Disney or Universal) web site for review.
Using the textbook and any other supplemental material provided throughout the course, prepare a concise/brief 2 – 3 page written document (using APA style formatting), identify what you find in the company’s website related to the following marketing considerations:
Section One (20 points)
Web site address (URL)
Identify and explain how the core marketing concept of the 4 P’s is represented/reflected in the information presented by the company in their web site:
Describe the target marketing strategy (positioning) that’s apparent in the company’s web site, and evaluate and specify to which market segment(s) the web site’s information (appeal) is directed.
Identify the evident resources (tools) that are integrated into the web site that enable data gathering and market research about visitors to the site.
Analyze which micro and macro environmental influences are specifically addressed by the information included in the web site. Share an example of one factor from micro and one from macro that are highlighted or mentioned in the information presented. State whether the website utilized this information effectively or ineffectively.
Differentiate between how the company markets its services on the web site, versus how a manufactured good would be marketed, by identifying their approach to:
Assess and summarize how well this web site incorporates and represents the marketing concepts and principles covered throughout the course. Provide AT LEAST ONE suggested improvement that could be made to enhance its effectiveness. IMPORTANT: Identify the marketing concept or theory that led to your suggested improvement.
You must use each of the sections provided above as headers in your written assignment. This will insure that you address all of the course learning outcomes. Include a cover page indicating your name, student number, course number and title, academic term and date.
Note: spelling, grammar, and syntax are an important component of grading. If you need help with checking these, please consult the writing center (Links to an external site.). Points will be deducted for these types of errors. The total potential score for this assignment is 200 points.
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