IGCSE Travel and Tourism Practice Exam

Which process focuses on ensuring that customer needs are met profitably?

1. Service management

2. Marketing management

3. Product development

4. Strategic planning

The correct answer is: Marketing management

The focus of marketing management is on identifying and meeting customer needs in a way that is both effective and profitable for the organization. This process involves researching the market to understand consumer preferences, designing promotional strategies to communicate with target audiences, and analyzing competitive dynamics. Effective marketing management ensures that the products or services offered align with what consumers desire, thus driving sales and enhancing customer satisfaction. This approach goes beyond simply selling; it is about creating value for customers while also achieving the organization's financial objectives. By focusing on customer needs and preferences, marketing management can identify opportunities for growth, adapt offerings to changing market conditions, and ultimately contribute to the long-term success of a business.