Icp Marketing Mix Analysis

ASSESSMENT OF IRCTC SOUTH ZONE RTP BY CUSTOMERS

The Tourism products and services offered by Indian Railway Catering and Tourism Corporation Limited (IRCTC) are value added packages, special coaches, train charter, tourist trains, budget hotels and car rentals. The Ministry of Tourism designs national policies for the development and promotion of tourism. In the process, the Ministry consults and collaborates with other stakeholders in the sector including various Central Ministries/agencies, state governments, Union Territories and the representatives of the private sector. Concerted efforts are being made to promote new forms of tourism such as rural, cruise, medical and eco-tourism. Different Tour packages are operating by Tourism department

Marketing mix means a mixture of elements which interact and complement each other to achieve the targeted results. Marketing mix can also be defined as “The mixture of controllable marketing variables that the organization uses to pursue the desired level of sales in the target market”.

Marketing mix is a combination of the marketing variables which any organization uses at a particular time in order to achieve the results. The term ‘marketing mix’ was first introduced by Professor Neil Bordes in the year 2953. Professor Bordes got the cue from a study of management of marketing costs by Professor James Gulliton who described the marketing executive as a mixer of ingredients. The objective of marketing is to identify, anticipate and satisfy the customer needs in relation in relation to markets. Within the limitations given by the market situation, by the available resources and the general direction provided by the organization’s overall aims, there is a broad range of different activities suitable for achieving the organization’s goals. The organization or a firm can use a variety of marketing’ instruments’ in regard to its products or services, their pricing, their distribution or sale and their

Marketing mix helps the marketing manager or a firm or an official tourism organization to understand where marketing can be initiated to improve the acceptability of a tourist product and, at the same time, stimulator the demand. An example of this would be a policy of price reduction of tourist facility or service. This could be substituted either by increasing available facilities and services for the same price or by strengthening promotional activities due to competition and increasing sales output. A policy to combine both reduction of prices and extra facilities or extra advertising campaigns may or may not however achieve desired