Assignment:SITXMPR007

Name rajdeep kaur sandhu

Student Id 43132

Assessment 1

Part A

Relating to tourism business, a new product or service:

These are the products and services created primarily for the tourists and also for the locals. These
products need a great share of investments in private sector. A few of them are

● Accommodations; for example, Taj, ITC Hotels.

● Transportation; For example, Owning taxis, luxury buses, and boats.
● Retail Travel Agents
● Tour Operators
● Shopping Centers such as malls
● Cinema Theatres such as PVR
● Restaurants for Food and Beverages
● Tourism Information Centers
● Souvenirs Outlets
● Museums, Temples, Gardens, and Theme parks

Research:
The internal capabilities of our organization:

Our organizational capability is a company's ability to manage resources, such as employees, effectively
to gain an advantage over competitors. The company's organizational capabilities must focus on the
business's ability to meet customer demand. An organizational capability is a company's ability to
manage resources, such as employees, effectively to gain an advantage over competitors. The
company's organizational capabilities must focus on the business's ability to meet customer demand. In
addition, organizational capabilities must be unique to the organization to prevent replication by
competitors. 

External business environment:

Small and medium scale businesses form an essential part of any economy and therefore influence by
various factors that are either internal or external to the business. The problems that small and medium
scale enterprises face in conducting successful business can be categorized as external (or macro) or
internal (micro) environments based on their origin.

Research has shown that external environment has a strong influence on the effectiveness of
entrepreneurial activities. He argued that a very important factor of the business success in business
transformation and economic reforms in the transition countries is the overall improvement of business
environment. Stating that, the business environment also creates chances for successful introduction of
new products, market propensity and rapid growth of small and flexible entrepreneurial organizations,
even though it has been recognized as a man source of uncertainty.

The target market and their need/expectations:

We focus and concentrate its resources against the target audiences and markets which offer the best
opportunity and the highest return on investment. The target market is the non-resident touring and
explorer market with concentration in Toronto, Ottawa, Calgary, Halifax and Montreal. Additional
geographic markets include the Mid-Atlantic Region of the United States, California and the UK. Activity-
based markets include Meetings, Convention and Incentive Travel market, the Hunting and Fishing
market, the Hiking market and partnerships in Outdoor Adventure and Cruise markets.

Part B

Consider the research undertaken in tourism industries:

Understanding the characteristics, preferences, attitudes and opinions of visitors and the travel trade is
an important starting point for any tourism destination. Market Research can also assist in identifying
new markets and in monitoring the performance of your tourism sector. In view of the importance
attached to market research by the company, Tourism Development International has established a
dedicated TDI Research Unit. The TDI Research Unit is responsible for the primary and secondary
research which underpins all consultancy assignments undertaken by Tourism Development
International.

Using on-line research techniques, Tourism Development International has developed a number of
dedicated research services. These include:

● Tourism Barometer
● Visitor Attractions Survey
● Business Travel Monitor
● Travel Trade Survey

Be innovative in the marketing approach including factoring appropriate distribution network:

Developing a winning product and creating a viable distribution framework are more ideologically
similar than you'd think. When you develop a product, you look for gaps in the market and
perform experiments to solve those problems. As you do that, you build confidence in your product,
because your experiments are drawing feedback from early adopters. Creating a distribution framework
is no different: With marketing, you can't rely just on existing techniques or assume you know the right
niche for your product -- unless you experiment. With product distribution, you're again testing out-of-
the-box ideas to find the very best one.

Evaluate risks against returns:

Tourism companies are increasingly facing incidents that involve risks for both travellers and
the tourism industry. Examples are extreme weather, political unrest, terrorist attacks, earthquakes,
tsunamis and health-related incidents. These events can have a tremendous negative impact
on tourism destinations.

The strategy is legal, ethical and sustainable:

In a strategic view, lawyers and parties construct legal outcomes in what amounts to a contest of skill. It
classifies legal strategies into three types: those that require willing acceptance by judges, those that
constrain the actions of judges, and those that entirely deprive judges of control.

Ethical marketing ensures that the needs are real and that the products and services meet those needs.
Over the long term, an ethical marketing strategy is effective because customers derive the benefits
they expect from using the products or services your company offers.

Way to Sustainable tourism

● Include sustainable tourism alternatives in your trip.

● Go green at your hotel.
● Reduce your carbon footprint.
● Say NO to illegal trade.
● Support sustainable options in island destinations.
● Take care of heritage places.
● Challenge yourself to step outside of your comfort zone.
● Support community-based tourism and initiatives.
● Respect the practices of local people.
● Use reusable bags.

The strategy reflects the image and the strategic direction of business:

Customers use their senses to see, hear, smell, and touch (and sometimes taste) to decipher messages
from businesses, deciding on a product or service based on their perception of the facts rather than, at
 times, the actual facts. A number of factors have been shown to impact the choices the consumer
makes, including personal factors, which reflect needs, wants, motivations, previous experience, and a
person’s lifestyle, and interpersonal factors, such as culture, social class, family, and opinion leaders.

● Screen out information that they are already familiar with

● Notice and retain information to satisfy a need they are aware of (want)
● Purchase services that reflect the image they perceive themselves to project
● Notice and retain things out of the norm
● Attach credibility to personal information rather than commercially generated information

Solid justification to proposed marketing strategy:

Like consumer products, tourism has also assumed huge proportions, resulting in a multiplicity of
products and sales intermediaries trying to get maximum share in the market. Today, tourism is the
fastest growing industry in the world and also one of the most competitive sectors. This competition is
constantly growing as more and more destinations seek to attract tourists and more companies and
organizations become involved in highly skilled business of destination planning, transportation,
accommodation and catering for the tourists. Travel and tourism needs to be marketed more vigorously
than other products as it is an industry in which the customer has immense variety of choice and also
varied motivations for travel.

Tourism is a very complex industry because of its multi-faceted activities which together produce the
‘tourist product’. It is also complex because of various subsectors that are in themselves complex
industries, if considered independently. Its 80 complexity lies in the tourism promotion in its various
forms directed at large number of people in various lands of different socio-economic structures, having
different needs, expectations and behavior patterns.

Part c

Marketing implementation plan:

Marketing strategy in terms of

Scheduling: plan with a detailed schedule of all marketing for the entire year to come with specific dates
for each initiative to be run. Timing can be the most important aspect of any marketing piece, so plan
your dates wisely based on the product or destination you are selling, the high and low travel seasons,
any holidays that may come into play and the goals you are trying to reach at certain points throughout
the year.

Costing: Create a first section of your marketing plan titled "Past Campaigns." List the campaigns that
have resulted in increased visits and use of your travel destination separately from those that have
failed, along with their cost and some suggestions about possible improvements.

Accountability:  marketing accountability can be distilled down to two fundamental management

imperatives: measurement and impact. The former ensures that marketing actions are quantified,
 measured and thereby managed, while the latter specifies how these marketing actions de facto impact
financial performance. Ultimately, marketing accountability should aid the development of a better
value proposition for the firm's customers as well as increase top managers' respect for marketing

Persons responsible: The Marketing Department needs to have a relationship with the customer so that
they can understand what the customers' demand from the business and thus aim to
meet those demands. Customer feedback is an important part of marketing and companies need to
conduct surveys to get the feedback from customers and prospects.

Coordination and monitoring mechanisms for scheduling activities: The schedule is an integral part of
the project management system required on move projects. It is integrated with budget, resources,
WBS, scope, and quality requirements to produce a virtual model of the project execution plan to guide
the work and reflect progress and performance through the life of the project. Control schedule is the
process of monitoring the status of the project activities to update project progress and manage
changes to the schedule baseline to achieve the plan. After develop schedule process is complete, you
will have the project schedule and it will include start and end dates of each project activity.

Projected capabilities and budget:

Solid reference point before think about the results you want to achieve. To do that you need to know
how many customers you need to cover your costs and make a profit.

First of all you need a budgeting report which list,

● Fixed costs which don’t depend on business activity eg. rent

● Variable costs which change according to your business activity eg. wages
● Income ie. forecasted income and other revenue that you are expecting
● Actual costs ie. difference between budgeted figures and actual numbers
Meet legal and ethical requirements: There should be proper contract between the consumer and
service provider and that should include offer, consideration, capacity and certainty. Contract of supply
of goods means that the consumers may expect a reasonable state of goods and services provided with
care and skill. The mandate aspects are included in the below mentioned section:

● Agreement is must between customer and agent

● Details of the holiday should be included in the brochure and advertisements
● Consumer regulations
● Personal preference of the customer
Review of performance against objective and budgets: To boost business' performance need to
understand and monitor the key 'drivers' of your business - a driver is something that has a major
impact on your business. There are many factors affecting every business' performance, so it is vital to
focus on a handful of these and monitor them carefully.

The three key drivers for most businesses are:

● sales
● costs
● working capital
Any trends towards cash flow problems or falling profitability will show up in these figures when
measured against your budgets and forecasts. They can help you spot problems early on if they are
calculated on a consistent basis.

Assessment 2
Marketing strategic plan:
The strategic marketing planning for the tourism industry, it emphasizes quality, efficiency, and
effectiveness in the marketing process. The framework presented shows tourism marketers how to
analyze their marketplace and to develop a strategic marketing plan to increase sales in their target
customer segments. The authors recommend a six-step approach to strategic marketing planning for the
tourism industry. These steps include needs analysis, research and analysis, creative infusion, strategic
positioning, marketing plan development and training, implementation, evaluation, and adjustment. The
framework is designed to provide a road map for almost any tourism organization or destination and to
help enhance and improve their marketing efforts. It is a strategic marketing system that aims to stretch
marketing dollars through planning, monitoring, and evaluation, but it is also action-oriented to
benchmark and counter competitors' strategies with built-in performance measures and evaluations.

Goals:

Properly developed, tourism can provide benefits for both tourist and the host community. Tourism can
help raise the living standards of the host people through the economic benefits it can bring to an area.
In addition, by developing an infrastructure and providing recreation facilities, both tourist and local
people benefit. Ideally, tourism should be developed that is appropriate to the destination. It should
take the culture, history and stage of economic development of the destination into account. For the
tourist, the result will be an experience that is unique to the destination.
At the same time there are costs involved in the development of tourism. Properly handled, the
development of tourism can maximize the advantages of tourism while minimizing the problems.
Objectives:

To promote responsible and community-based tourism so that locals can enjoy increased socio-
economic benefits and improved environment, to promote and ensure the respect and dignity of people
in tourism, marketing and promotion of tourism.

Strategic outline for tourism plan:

The framework is designed to provide a road map for almost any tourism organization or destination
and to help enhance and improve their marketing efforts.  Strategic planning is a comprehensive process
for determining what a business or destination should become and the steps needed to achieve that
goal. Similar provides comprehensive strategic planning solutions for both businesses and destinations,
with services that address a variety of needs.
Performance indicator within strategic plan:

● A Measure – Every KPI must have a measure. The best KPIs have more expressive measures.
● A Target – Every KPI needs to have a target that matches your measure and the time period of
your goal. These are generally a numeric value you’re seeking to achieve.
● A Data Source – Every KPI needs to have a clearly defined data source so there is no gray area in
how each is being measured and tracked.
● Reporting Frequency – Different KPIs may have different reporting needs, but a good rule to
follow is to report on them at least monthly.

How implemented and monitored the plan:

799
TOURISM PLAN FORMULATION AND IMPLEMENTATION:
THE ROLE OF INTER-ORGANISATIONAL RELATIONS
FISUN YÜKSEL
1
& ATILA YÜKSEL
2
Sheffield Hallam University
Leisure Industries Research Centre
Sheffield Science Park Unit 1
Howard Street
S1 2LX Sheffield England
e-mail: [email protected]
[email protected]
Key Words:
Tourism environment, inter-organisational relations, resource dependency, power.
Abstract
Implementation of tourism development plans has been notoriously problematic. This
may stem from inadequate consideration that is given to the understanding of the elements of
the micro and macro organisational environment in which planning is undertaken, and of the
ways in which the planning and development process is carried out. A limited understanding
of the relation patterns and of the resource and power interdependency between multiple
agencies involved in the decision-making process may also lay the foundation for plan
failures
799
TOURISM PLAN FORMULATION AND IMPLEMENTATION:
THE ROLE OF INTER-ORGANISATIONAL RELATIONS
FISUN YÜKSEL
1
& ATILA YÜKSEL
2
Sheffield Hallam University
Leisure Industries Research Centre
Sheffield Science Park Unit 1
Howard Street
S1 2LX Sheffield England
e-mail: [email protected]
[email protected]
Key Words:
Tourism environment, inter-organisational relations, resource dependency, power.
Abstract
Implementation of tourism development plans has been notoriously problematic. This
may stem from inadequate consideration that is given to the understanding of the elements of
the micro and macro organisational environment in which planning is undertaken, and of the
ways in which the planning and development process is carried out. A limited understanding
of the relation patterns and of the resource and power interdependency between multiple
agencies involved in the decision-making process may also lay the foundation for plan
failures
799
TOURISM PLAN FORMULATION AND IMPLEMENTATION:
THE ROLE OF INTER-ORGANISATIONAL RELATIONS
FISUN YÜKSEL
1
& ATILA YÜKSEL
2
Sheffield Hallam University
Leisure Industries Research Centre
Sheffield Science Park Unit 1
Howard Street
S1 2LX Sheffield England
e-mail: [email protected]
[email protected]
Key Words:
Tourism environment, inter-organisational relations, resource dependency, power.
Abstract
Implementation of tourism development plans has been notoriously problematic. This
may stem from inadequate consideration that is given to the understanding of the elements of
the micro and macro organisational environment in which planning is undertaken, and of the
ways in which the planning and development process is carried out. A limited understanding
of the relation patterns and of the resource and power interdependency between multiple
agencies involved in the decision-making process may also lay the foundation for plan
failures
Industrial tourism involves visits by tourists to operational industrial sites where the core activity of the
site is non-tourism oriented. Although industrial tourism exists around the world, and is expanding
rapidly, earlier terms used to describe the industrial tourism phenomenon reflect a narrow focus on
particular sectors, such as farm tourism or factory tourism, or an impression of marginality, such as
sideline tourism. This chapter proposes an integrated conceptualization of industrial tourism to embrace
the production of virtually all goods and/or services, and indicates the ramifications for the management
of industrial tourism attractions of the concurrent management of non-tourism enterprises.

The Tourism Business Monitor is a survey of accommodation and attractions businesses which takes
place several times a year (often January, Easter, July, September and October) – results are published in
total and for different types of business.
At key times of the year, we ask a sample of around 300 accommodation providers and
around 250 visitor attractions in England to report their performance in the most recent period and their
expectations for the coming months. We also include a number of different 'hot topic' questions in the
survey to collect information about topical issues and any other areas that may affect performance.

Assessment 3

Marketing strategic plan:

The strategic marketing planning for the tourism industry, it emphasizes quality, efficiency, and
effectiveness in the marketing process. The framework presented shows tourism marketers how to
analyze their marketplace and to develop a strategic marketing plan to increase sales in their target
customer segments. The authors recommend a six-step approach to strategic marketing planning for the
tourism industry. These steps include needs analysis, research and analysis, creative infusion, strategic
positioning, marketing plan development and training, implementation, evaluation, and adjustment. The
framework is designed to provide a road map for almost any tourism organization or destination and to
help enhance and improve their marketing efforts. It is a strategic marketing system that aims to stretch
marketing dollars through planning, monitoring, and evaluation, but it is also action-oriented to
benchmark and counter competitors' strategies with built-in performance measures and evaluations.

Effectiveness strategy in tourism business plan:

● Consider exhibiting at trade shows:

1. Cost Effective. Trade shows offer budget friendly solutions to market your brand and sell your
product.
2. Target Market.
3. New Audience.
4. Face Time.
5. Relationship Builder.
6. Sales Lead.
7. Small Business Benefit.
8. Year Round Promotions.

● Give your website global reach:

1. Use Google Analytics Geo reports to monitor your global traffic.
2. Use Google trends to identify market potential for your content.
3. Create native content for international markets.
4. Build relationship or joint ventures with local influencers.

● Monitor and respond to online reviews:

 it's important to respond to that review in an effort to show your customers and search engines
your commitment to customer satisfaction. You've spent a great deal of time and effort
attracting customers, and retaining them is just as important.
● List your business on online aggregator sites:
Aggregator may refer to News aggregator, software or a website that aggregates news from
various sources. Poll aggregator, a website that aggregates polling data to gauge public
sentiment on key political issues or to measure likely support for a candidate or party in an
upcoming election.
● Think eco-tourism/adventure travel:
 Ecotourism is defined as "responsible travel to natural areas that conserves the environment,
sustains the well-being of the local people, and involves interpretation and education.” Don't
worry, this isn't volunteering masked as adventure travel.
● Make business multi-seasonal:
Seasonal business smoothly,
Choose a business structure; Different business structures require different methods for keeping
records and paying taxes
Create a business plan
Market your business
Hire employees

Profitability and productivity outcomes in tourism business plan:

The ways in which productivity in tourism businesses can be increased by studying the roles of changes
in physical capital, human capital, innovation, and the competitive environment. Comprehensive results
are obtained by using questionnaire based interviews, business survey data analysis, and computable
general equilibrium modeling. The results demonstrate the positive contribution that each of the
productivity drivers can make to improving efficiency and welfare, notably increases in human capital
and innovation. They also indicate that a combined strategy incorporating all of the drivers is more
effective than independently formulated policies.

Profitability means that the profitability rises up when the economy is good, but reduces strongly as
soon as the economy turns bad. In fact, both economic and tourism industry act as complementary to
each other. This industry, due to the nature of service and the type of clients, is affected by seasonal
changes.

Area of underperformance in tourism:

Tourism industry posted a poor performance last year, with sector earnings and visitor numbers
declining by two per cent owing to pre-election jitters rise in insecurity, and the economic crisis in
Europe that persisted throughout the year.
The industry raked in Sh96.02 billion between January and December, compared to Sh97 billion the
previous year, translating to a 1.92 per cent decline. For many years tourism was the country’s top
foreign exchange earner for years. But in recent years, it has lost that title to tea, which earned the
country in excess of Sh120 billion last years. The decline in European markets may be attributed to the
Euro Zone crisis, travel advisories and delayed or late holiday bookings last year due to uncertainty on
the date of the General Elections in Kenya.

Improvement to ensure viability of marketing strategic plan:

● Financial data --Facts for this section will come from management accounting, costing and
finance sections.
● Product data --From production, research and development.
● Sales and distribution data - Sales, packaging, distribution sections.
● Advertising, sales promotion, merchandising data - Information from these departments.
● Market data and miscellany - From market research, who would in most cases act as a source
for this information.

The success or lack of the marketing campaign:

It all comes down to sales and leads. Those could be measured by revenue, by contribution to pipeline,
by sales opportunities created, or by other metrics.
Begin with the end in mind. If you want to measure the success of a campaign, define your goals for it
from the beginning.
If your campaign is shorter than 45 days, you are reducing the likelihood of your customers seeing and
grasping the message you're sharing. You don't want your multi-channel marketing campaign to go on
longer than 45 days because then you're running into the risk of your messaging becoming stale.

Possible reasons for the campaign result:

Didn’t Identify the Proper Persona:

One of the most important questions you will ask yourself throughout a marketing campaign is,
“Who is our target consumer?” Get this answer wrong, and success is all but impossible.

Had Insufficient Research:

For the most part, marketers are a creative bunch who get the most thrill out of coming up with
ideas and concepts for creative assets. 
Didn’t Have Correct or Realistic Success Metrics:
There are many indicators of a successful marketing campaign, including increased brand
recognition, increased sales, improved consumer interaction, and increased conversion rates.
Created the Wrong Message for Your Audience:

Marketing is a field that is dependent on audience reaction. It doesn’t matter how creative or
original an idea may be if it misses the target with your audience. 
Delivered Content at the Wrong Time of the Buyer’s Journey:
 Unfortunately, even if you create the perfect message, it won’t lead to success if it’s not delivered to
the consumer at the right time.
Didn’t Give the Campaign Enough Time:

When you don’t get the results you want from a marketing campaign it can be disheartening, to say
the least. 
Comments received Consumer in relation to campaign:

While the ads do not focus on a current event or overly-contentious subject, they are certainly bold in
their stance on a specific issue, with the clear potential to offend those who might not agree. This made
the campaign hugely memorable, standing out amid a sea of similar and formulaic ads from competitor
brands.

Appropriates off coverage:

● Make sure you get a written agreement that your pre-existing medical condition is covered, or
you could find your claim “null and void” under a pre-existing condition clause.
● Be aware that the agreement must also include a stability clause stating that for you to be
covered for any pre-existing medical conditions you must have no changes to or new medical
conditions, symptoms or medications during the stability period prior to your trip.
● The agreement should include a compassion clause stating that an inaccurate statement may
not invalidate the entire policy, and a change of health clause.

Plans with 100-percent coverage are more expensive but may save money in the long run. The plan
could cover health care provider visits and prescription medicines, or emergency dental care or
emergency transportation.

Possible environmental factors impacted the campaign:

● The customers: Who the customers and their reasons for buying the product will play a large
role in how you approach the marketing of your products and services to them.
● The competition: Those who sell same or similar products and services as your organization are
your market competition, and the way they sell needs to be taken into account.

● Economic factors: The economic environment can impact both the organization’s production
and the consumer’s decision making process.
● Technological factors: The skills and knowledge applied to the production, and the technology
and materials needed for production of products and services can also impact the smooth
running of the business and must be considered.
● Political and legal forces: Sound marketing decisions should always take into account political
and/or legal developments relating to the organization and its markets.
● Social and cultural forces: The impact the products and services your organization’s brings to
market have on society must be considered. Any elements of the production process or any
products/services that are harmful to society should be eliminated to show your organization is
taking social responsibility.
 The success or lack of the marketing campaign:

● It all comes down to sales and leads. Those could be measured by revenue, by contribution to
pipeline, by sales opportunities created, or by other metrics.
● Begin with the end in mind. If you want to measure the success of a campaign, define your goals
for it from the beginning.
● If your campaign is shorter than 45 days, you are reducing the likelihood of your customers
seeing and grasping the message you're sharing. You don't want your multi-channel marketing
campaign to go on longer than 45 days because then you're running into the risk of your
messaging becoming stale.

Factors that have attributed to the campaign outcome:

There are a number of factors that impact the success of a strategic marketing plan, but none are more
important than thoroughly understanding the target market, setting clear and measurable goals and
objectives, and selecting communication tactics that will connect with the audience when they're most
likely to be influenced by the marketer's messages.

Modification that can be implemented to improve the future results:

● Exploring the theory of change by examining more closely the proposition  that, when tourism
growth occurs, those living in extreme poverty benefit and by digging deeper into what tourism
growth really means for the poor, especially in terms of employment. 
● Assessing the impact value of different types of tourism.
● Assessing and developing the role of technology for data collection, impact measurement and
communication.
● Evaluating the use of training for better communication – including assessing what has been
tried and what has worked and considering how it could be scaled up. 
● Analyzing the necessity and practicality of improving collaboration among various actors, and
assessing the alignment of frameworks along with proposals for greater alignment.
● Developing ideas and proposals for the enhanced sharing and pooling of impact data.
● Developing ideas and proposals for greater inclusion of SMEs.

How to modification will be reviewed:

 A modification/change to an approved human research study will generally be reviewed at the same

level of review in which the study was first reviewed, either by the Expedited review process or by the
full Committee. Significant modifications/changes require review by the full Committee.

Assessment 4

Questions
1 Under Australian consumer laws, what are an organization responsibility in relation to the
following:

Refunds: Generally, a store does not have to give a refund or replacement if a customer simply changes
their mind about a product. Under the Australian Consumer Law, the customer is only entitled to
a refund or replacement for a major problem with a product covered by consumer guarantees.

Exchanges: A customer may return goods if the item is faulty, they found a cheaper one somewhere else
or maybe they just changed their mind. Under the Australian Consumer Law (ACL), there are number
of consumer guarantees that entitle a consumer to return a product and obtain a refund or
replacement.

Cancellations: Under Australian Consumer Law, businesses who charge cancellation fees are required to

have a Cancellation Policy. The policy should include: Terms & Conditions, usually provided on the
business website; The process required canceling a booking.

Imposing and enforcing terms and conditions of quotations: The Australian Competition and Consumer
Commission (ACCC) is Australia’s peak consumer protection and competition agency. The ACCC is an
independent statutory government authority serving the public interest. Most of our compliance and
enforcement work is conducted under the provisions of Competition and Consumer Act 2010 (the Act).

The purpose of the Act is to enhance the welfare of Australians by:

● promoting competition among business

● promoting fair trading by business
● Protecting consumers in their dealings with business.

Misleading conduct: it prohibits conduct by corporations in trade or commerce which is misleading or

deceptive or is likely to mislead or deceive. The states and territories of Australia each have Fair Trading
Legislation either containing similar provisions in relation to misleading or deceptive conduct by
individuals, or simply applies the federal law to the state or territory.

Merchantable quantity: The Australian Consumer Law replaces existing implied conditions and
warranties with statutory guarantees that mostly mirror the existing implied conditions and warranties.
However, the ACL introduces the following three significant changes.

consumer guarantees relating to services will apply in Queensland, Tasmania and the Australian Capital
Territory for the first time, minimizing costs for business and reducing confusion for consumers;

goods must be of 'acceptable', as opposed to 'merchantable', quality; and

Consumers can rely on statutory remedies for breach of consumer guarantees.

Implied conditions and warranties: Consumer  guarantees--relationship to implied

warranties and conditions. Meanwhile, eligible goods and services purchased before 1 January 2011 are
covered by the implied warranties and conditions in state and territory fair trading laws and the Trade
Practices Act 1974.

Where the buyer makes known to the seller any particular purpose for which the goods are being
bought, there is an implied condition that the goods supplied under the contract are reasonably fit for
that purpose. Compare. Express condition.

2 What impact does the copyright act 1968 have on your marketing process within organization?

The notes at the end of this compilation (the endnotes) include information about amending laws and
the amendment history of each amended provision.
Uncommenced amendments
The effect of uncommenced amendments is not reflected in the text of the compiled law but the text of
the amendments is included in the endnotes.
Application, saving and transitional provisions for provisions and amendments
If the operation of a provision or amendment is affected by an application, saving or transitional
provision that is not included in this compilation, details are included in the endnotes.
Modifications
If a provision of the compiled law is affected by a modification that is in force, details are included in the
endnotes.
Provisions ceasing to have effect
If a provision of the compiled law has expired or otherwise ceased to have effect in accordance with a
provision of the law, details are included in the endnotes.

3. Describe the Australian E-commerce best practice model, including what information these
guidelines provide business.

The Australian E-commerce Best Practice Model sets standards for consumer protection in e-commerce.
It provides industry groups and individual businesses with a voluntary model code of conduct for dealing
with consumers online, which is underpinned in several areas by legislative requirements.

● Never mislead or deceive your consumers. You should not misrepresent any information about your
goods or services. For example, you should never provide incorrect information regarding the place
of origin or condition (new vs used) of your products.

● Make sure your consumers face no substantial difficulty in the payment processor while receiving
the goods or service that they have purchased.
● The products details you provide on your website must be accurate and properly represent your
products. 

4. What is the Australian Privacy Principle rule?

The Privacy Act 1988 (Cth) sets out rules of conduct called Australian Privacy Principles (APPs) which
establish standards for the collection and handling of 'personal information' (as defined by the Act) by
Commonwealth agencies. alteration of information held by agencies. Obligation to maintain accurate
information.

5. List 3 points you should follow to ensure you comply with the Australian Privacy Principles.

NPP 1: collection

Describes what an organisation should do when collecting personal information, including what they can
collect, collecting from third parties and, generally, what they should tell individuals about the
collection.

NPP 2: use and disclosure

Outlines how organisations may use and disclose individuals' personal information. If certain conditions
are met, an organisation does not always need an individual's consent to use and disclose personal
information. There are also rules about direct marketing.

NPPs 3–4: information quality and security

An organisation must take steps to ensure the personal information it holds is accurate and up-to-date,
and is kept secure from unauthorised use or access.

6. List 3 types of sensitive information that the AAP focus on that releases to hospitality.

 Threats include not only crimes such as identity theft but also disclosure of personal information that
the individual would prefer remained private. Sensitive PII should be encrypted both in transit and at
rest.

Marketing in the tourism and hospitality industry requires an understanding of the differences between
marketing goods and marketing services. To be successful in tourism marketing, organizations need to
understand the unique characteristics of their tourism experiences, the motivations and behaviors of
travelling consumers, and the fundamental differences between marketing goods and services.

7 Briefly describe ADMA Direct marketing code of practice.

The Code was developed to set standards of conduct for marketers, to minimize the risk of breaching

regulatory provisions, to promote a culture of best practice, serve as a benchmark for settling disputes
and increase confident in doing business with ADMA Members who are bound by the provisions of
the Code. The ADMA Code of Practice provides a principle-based, agile compliance framework that
places consumers' interests at its core and gives marketers the support and guidance they need to make
responsible decisions about data, technology, creativity, content and customer experience.

8 What is the 2010 commercial televisions industry code of practice?

2010 Commercial Televisions Industry Code is related regulations regarding the content of free- to-
air commercial Television. It was developed by Free TV Australia and is registered with the Australian
Communications and Media Authority (ACMA).The code includes- a. Placement of commercials and
program promotions b. The Australian Commercial Television Industry Code of Practice is a self-
regulatory code adopted by free-to-air broadcasters in the Australian media.
Although developed by industry, the code has been registered (as the regulatory regime permits) with
the Australian Communications and Media Authority (ACMA).
9 What is data analysis? Details 3 different types of data analysis.

Data analysis is a process of inspecting, cleansing, transforming, and modeling data with the goal of

discovering useful information, informing conclusions, and supporting decision-making. Data analysis
has multiple facets and approaches, encompassing diverse techniques under a variety of names, and is
used in different business, science, and social science domains. In today's business world, data analysis
plays a role in making decisions more scientific and helping businesses operate more effectively.

● Descriptive Analytics. As the name implies, descriptive analysis or statistics can summarize

raw data and convert it into a form that can be easily understood by humans.
● Diagnostic Analytics. The obvious successor to descriptive analytics is diagnostic analytics.
● Predictive Analytics.

10 Describe the two main classifications of surveys used in conducting descriptive research.
Observational Method
With the observational method (sometimes referred to as field observation) animal and human behavior
is closely observed.  There are two main categories of the observational method — naturalistic
observation and laboratory observation. 

Case Study Method

Case study research involves an in-depth study of an individual or group of individuals.  Case studies
often lead to testable hypotheses and allow us to study rare phenomena.  Case studies should not be
used to determine cause and effect, and they have limited use for making accurate predictions.   

11 Describe exploratory, descriptive and casual research.

Exploratory research is research conducted for a problem that has not been studied more clearly,
intended to establish priorities, develop operational definitions and improve the final research.
Exploratory research helps determine the best research design, data-collection method and selection of
subjects. It should draw definitive conclusions only with extreme caution. 

● secondary research - such as reviewing available literature and/or data

● informal qualitative approaches, such as discussions with consumers, employees, management or
competitors
● formal qualitative research through in-depth interviews, focus groups, projective methods, case
studies or pilot studies

Descriptive research is used to describe characteristics of a population or phenomenon being studied. It

does not answer questions about how/when/why the characteristics occurred. Scientists use knowledge
about the nature of electrons, protons and neutrons to devise this categorical scheme. We now take for
granted the periodic table, yet it took descriptive research to devise it. 

The investigation into an issue or topic that looks at the effect of one thing or variable on another. For
example, causal research might be used in a business environment to quantify the effect that a change
to its present operations will have on its future production levels to assist in the business planning
process.

12 Explain the difference between a sample survey and a census.

The sampling is defined as the subset of the population selected to represent the entire group, in all its
characteristics. The census is alternately known as a complete enumeration survey method. Census, is a
very time-consuming method of survey, whereas, in the case of sampling, the survey does not take
much time

Census and Survey are both data collecting methods that involve systematically acquiring and recording
information about the members. The main difference between census and survey is that census gathers
information from every member of the population whereas survey collects information from a sample of
the population.
 

13 Describe what population is in market research terms.

The accessible population is the population in research to which the researchers can apply their

conclusions. This population is a subset of the target population and is also known as the study
population. It is from the accessible population that researchers draw their samples.

Observation – Just as it sounds, observation market research involves watching your potential
customers and their behaviors in action.
Focus Groups – Focus group market research means assembling a small group of eight to 12 potential
customers to gather information and opinions about your product or service.

14 List the difference between a probably sample and a non-profitability sample.

Probability sampling is a sampling technique, in which the subjects of the population get an equal

opportunity to be selected as a representative sample.

Non probability sampling is a method of sampling wherein, it is not known that which individual from
the population will be selected as a sample.

Comparison Chart
BASIS FOR
PROBABILITY SAMPLING NON-PROBABILITY SAMPLING
COMPARISON

Meaning Probability sampling is a sampling Nonprobability sampling is a method of

technique, in which the subjects of the sampling wherein, it is not known that
population get an equal opportunity to which individual from the population
be selected as a representative sample. will be selected as a sample.

Alternately Random sampling Non-random sampling

known as

Basis of Randomly Arbitrarily

selection
 Opportunity of Fixed and known Not specified and unknown
selection

Research Conclusive Exploratory

Result Unbiased Biased

Method Objective Subjective

Inferences Statistical Analytical

Hypothesis Tested Generated

15 What is the difference between quantitative and qualitative data collection, and how are they
used in market research?

Definition of Quantitative Data. Quantitative Data, as the name suggests is one which deals with
quantity or numbers. It refers to the data which computes the values and counts and can be expressed
in numerical terms is called quantitative data. In statistics, most of the analysis are conducted using
this data.

Comparison Chart

BASIS FOR
QUALITATIVE DATA QUANTITATIVE DATA
COMPARISON

Meaning Qualitative data is the data in which the Quantitative Data is the type of data
classification of objects is based on which can be measured and expressed
attributes and properties. numerically.

Research Exploratory Conclusive

Methodology

Approach Subjective Objective

Analysis Non-Statistical Statistical

 Collection of data Unstructured Structured

Determines Depth of understanding Level of occurrence

Asks Why? How many or How much?

Sample Small number of non-representative Large number of representative

samples samples

Outcome Develops initial understanding. Recommends final course of action.

16 Describe how you would respond to the following ethical issues

Use of images With the increased availability of photographs through the internet, it is increasingly
important to consider their potential for negative consequences and the nature of any
consent obtained. In this research we explore the issues around photography in low-
resource settings, in particular concentrating on the challenges in gaining informed
consent.

Protection of Childcare workers often face situations that involve a conflict between the needs or
children behaviors of others and their professional and personal values, called 'ethical
dilemmas'.

Ethical standards are based on the human principles of right and wrong. The
differences between them are these: Legal standards are based on written law,
while ethical standards are based on human rights and wrongs. Something can be
legal but not ethical.

Targeting In addition to its simply being the right thing to do, always acting ethically brings some
specific particular advantages with it. It makes your program more effective; it cements your
community standing in the community; it allows you to occupy the moral high ground when
groups arguing the merits of your program, and to exercise moral leadership in the
community; and it assures that you remain in good standing legally and professionally.

17 What is marketing benchmarking?

Benchmarking is a process of measuring the performance of a company's products, services, or

processes against those of another business considered to be the best in the industry, aka “best in
class.” The point of benchmarking is to identify internal opportunities for improvement.

Marketing benchmarks are standard measurements that are used to compare your results to those of
your competitors or industry. It is also common for industry organizations and competitive research
firms to offer benchmarking data. The following are common types of marketing benchmark.

18 List 6 different aspects that should be benchmarking during the marketing process.

●  Select the process and build support

●  Determine current performance

●  Determine where performance should be

●  Determine the performance gap

●  Design an action plan

●  Continuously improve

19 List 4 reasons why is it important to gather and consider competitor information for use during
the marketing process?

How Do Your Competitors Position Themselves?

Understand Your Competitors Pricing

What Are Your Competitors Strengths?

What Are Your Competitors’ Weaknesses?

20 List 6 difference pieces of competitor’s information you should identity and refer to within the
marketing process.

Take stock of your primary products or services. You will compete for consumers with other companies
on these products. List the products in a column on a spreadsheet and piece of paper. While you may
have some tangential products or services that boost your sales, you are not in competition with other
companies that sell those.

Find companies that sell that product or offer that service. Pretend you are a consumer. Search for
those products or services using a phone book, an internet search on more than one major search
engine, on online marketplaces, and through social media sites. 

Identify your competition. The kind of product or service you offer determines who your competitors
are. This is divided into your industry, market and strategic group. Your industry is made up of business
that offer the same or a similar service. Your market is made up of the locations where your product and
services can be bought and sold.

Do word-of-mouth market research. Ask consumers in your area as well as your own customers who
they buy from or which services they use. Word-of-mouth is often the best way to tell the success of
other businesses. Ask friends and family, and then consider employing a market research firm to survey
a wide array of people.

Do a simple survey. It is important to survey not only your customers, but your competitors'. Try to get
a list of your competitors' customers; even a partial list is great. Asking your competitors' customers
instead of yours shows you why people chose others' products or services over your own. It also shows
you what you can focus on in marketing to win over new customers.

Determine if your market or industry is growing or shrinking. It is important to figure out not only how
well your company is doing, but all companies like yours. Knowing this will tell you whether or not the
product or service you offer is stable enough for you to reach into adjacent markets to look for more
sources of profit. You may also need to redesign the products and services you offer if they are
becoming obsolete.

21 Why is it important to compare your marketing campaign to best practice?

When you monitor and analyze marketing campaigns (email newsletters, pay-per-click advertising, etc.),
you have the chance to dig in and see how things are actually performing. In the event that the levels of
success are low, you need to drill down and figure out what the problem is. At that point you can decide
whether to reinvest in improving your campaign, or call it quits so you can focus on new ones.
When a campaign is going particularly well, you can "follow the bright spots" and learn from them to
ensure your future campaigns are just as successful.

22 Describe a “new” or “innovative” marketing strategy that has emerged within the last 12
months.

The digital landscape has transformed the way people communicate, share information and receive
their advertising. Digital marketing can be integrated into all traditional methods of advertising and PR,
making it an engagement marketing essential.

When the physical world taps into the digital world, the “physical smashups” that are created can
really hit your audience in a deeply engaging way. When people interact with a brand in a personal way
by participating and engaging, they are far more likely to become brand advocates and word of mouth
marketers.

Physical Marketing engages us by tying into things we do, see and interact with in our everyday life

In order for ‘digital’ to work, it will need to be seamlessly integrated into real-life experiences – and this
will really be this whole ‘experiential’ trend that everyone is talking about. In particular, at sporting
events.

23 Describe and provide an example of an opportunity and constraints for each of the following
sustainability consideration.

Cultural Cultural sustainability as it relates to sustainable development (to sustainability), has

sustainability to do with the maintaining of cultural beliefs, cultural practices, heritage conservation,
culture as its own entity, and attempts to answer the question of whether or not any
given cultures will exist in the context of the future.

Social Social sustainability is the least defined and least understood of the different ways of
approaching sustainability and sustainable development. Social sustainability has had
Sustainability considerably less attention in public dialogue than economic and environmental
sustainability.

for example, education and health.

Economic
The general definition of economic sustainability is the ability of an economy to
sustainability
support a defined level of economic production indefinitely.

How then do you define "a defined level of economic production?" There's the wrong
way and the right way.

Examples of ecologically sustainable development could be (a) biological control of

 dengue mosquitoes (Aedes aegypti) by copepods Mesocyclops (Mesocyclops
aspericornis) (instead of using insecticides), (b) use of solar energy/wind energy as a
source of energy (instead of use of non-renewable fossil fuel energy)

Resource Conservation of resources is the ethical use and protection of valuable resources, such

as trees, minerals, wildlife, water and others. It focuses on maintaining the natural
conservation world in order to protect the sources of resources. The examples of
natural resources are air, soil, water, sunshine, coal, plants, animals, and minerals.