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Marketing of Service Products Essay
Nowadays number of people involved in travelling is being constantly growing. When addressing a travel agency people almost always know where exactly they want to go, what kind of rest they would like to have and what sum of money they are going to spend.
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In such cases the main task of any travel agent is to recognize real desires of his customers and make a relevant travel plan. If this task is completed professionally, the client is more likely to be satisfied and stick to the offered tour plan.
In this report I am going to act as a travel agent and plan a one week stay schedule for two sets of clients: Couple A and Couple B, who belong to different VALS (Values and Lifestyles) segments. Couple A is newlyweds going to Venice to spend their honeymoon.
They fit within the Young Optimism VALS segment and are aged between 20 and 30 years of age. Couple B is wife’s parents, who chose the same destination place, but will have a separate accommodation and travel plan. They fit within the Visible Achievement VALS segment, and are aged between 50 and 60 years of age.
VALS is a psychographic segmentation scheme that unites psychographics and demographics into detailed description of nine types it distinguished (Cahill, 2006). People belonging to different VALS segments have discrepant values and targets.
Knowing what the VALS segment person fits to, one can better analyze this person’s views, consumptive behavior, expectations and level of media influence.
Couple B is not already young, they are mature and it is often impossible to impose something on them. They already do not choose things because they are simply cool. No pressure is to be used while communicating with such people.
When planning the itinerary for Couple A, we should take into account that they are more computer literate than the older couple. They might have searched over internet all the places of interest they would like visit in Venice.
Unlike the older generation, these young adults feel optimistic about their earning potential, but also they are often more practical and economic.
They know the lowest hotel prices and optimum places to have meal and rest. The couple I deal with in this report has the desire to have an unforgettable honeymoon, but on a budget.
- Couple A accommodation choice
The accommodation chosen for Couple A is hotel “Tintoretto”, which has all necessary modern facilities and has been recently refurbished. The choice of accommodation was based mainly on the “place” component of marketing mix.
Hotel “Tintoretto” is situated alongside the San Felice canal and offers rooms with beautiful view from them. Moreover, hotel is five minutes walking from the famous Rialto Bridge and the Venetian Ghetto. Both these sights are situated in historic center of Venice.
Location not far from Venetian Ghetto will give Couple A an opportunity to enjoy the settlement’s unique synagogue architecture and civic buildings, where the sustainable urban preservation is being maintained today, as the community is still part of this historical settlement (Volchenkov & Blanchard 2007).
Rialto Bridge, in its turn, will provide the romance the young couple seeks for in Venice. For what can be more romantic than the bridge with a nice view on the Grand Canal with authentic gondolas passing by, that was highly praised by William Shakespeare in his plays (Freed 2009).
- Couple A daily itinerary Looking For Someone To Do My Essay
Thursday, the 30th of August: 2 hours Venice walking tour excluding interior visits.
Itinerary: Saint Mark’s Square, Saint Mark’s Basilica, Marco Polo’s House, Rialto Bridge, Venice Rialto Fish Market, Church of Santa Maria dei Miracoli.
Starting point: Saint Mark’s Square at 4 pm Looking For Someone To Do My Essay.
Price: 27 US $.
The most relevant P’s that form the choice of this itinerary are Price and Place. I took into consideration Couple A’s desire to see plenty of sights, but on a budget. This means they want to visit places of interest and pay little for it. That is why this tour fits their expectations.
Place factor is also of great importance for this very choice: the variety of historic and cultural sights is what everyone expects to see when visiting Venice for the first time.
The itinerary for this sightseeing tour includes Saint Mark’s Square, the true center of Venice and Saint Mark’s Basilica, the most important church in Venice. This place is interesting for the visitors as a perfect example of Byzantine architecture in the Western world, which contains astonishing mosaics decoration dating back to the 11thcentury (Schuller & Uetz 2006, p. 16).
Beautiful Rialto Bridge with its smooth marble façade, Marco Polo’s house with its capturing history and church of Santa Maria dei Miracoli, located in a tiny square, are sure to be the places that my clients would eagerly visit.
Friday, the 31st of August: Hidden Venice half-day walking tour, 35 minutes small-group gondola ride.
Itinerary: old red-light district, Frari church, old artisan quarters, Ponte delle Tette bridge, old Venice prison, Grand Canal. Looking For Someone To Do My Essay
Starting point: Rialto Bridge at 11 am.
Price: 80 US $.
The “Hidden Venice” half-day walking tour was chosen for Couple A as it contains visits to unusual places, fascinating stories about the revealed secrets of Venice’s past. The key factor for this choice was “Promotion”. While promotion travel agent should describe not only features of the service, but also the benefits customer will receive from it.
In case with Couple A being my clients, promotion materials (booklets, advertising sheets) are sure to grab their attention. The description of places of interest from this tour sounds mysterious and spellbinding – that is exactly what young newly married romantic couples prefer.
Furthermore, 35-minute gondola ride along Venice’s famous Grand Canal will undoubtedly be a highlight of the customers’ trip. Here the most relevant issue is Process. Looking For Someone To Do My Essay As services are performances done for the customers, they typically involve a sequence of steps and activities.
The combination of these steps constitutes a service process which is evaluated by the customers. The process of riding an authentic Venetian gondola is likely to captivate Couple A by glamour and elegance of Venice and its magnificent palaces and churches lining the Grand Canal. It gives a new point of observation of Venice’s most memorable attractions (Hahn 2008, p. 218). Looking For Someone To Do My Essay
Saturday, the 1st of September: Venice art and architecture walking tour.
Itinerary: San Giovanni and Paolo Church, Church of Santa Maria dei Miracoli.
Starting point: Saint Mark’s Square at 2 pm.
