Contemporary Issues in Travel Tourism

Contemporary Issues in Travel Tourism Assignment

introduction

Contemporary issues in travel tourism assignment are related to the importance of knowledge management and its importance for relationship marketing. Similarly, methods of customer relationship management process by ICT can also be evaluated. For this purpose, the benefits provided by the CRM to a particular organization have also been discussed. At the same time, recommendations about how to improve the organization's CRM have been made. To explain the role of CRM in non-traditional settings, a PowerPoint presentation has also been created. Thus, the importance of the application of marketing mix in the services sector organizations has also been explained. It is believed for the purpose of present assignment how the application of the product or service mix can help in increasing the value for the organization and also for its customers (Ashley and Hesom, 2006).
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LO1 Describe and explain the importance of relationship marketing in contemporary business contex

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1.1 The concept of knowledge management and its role in marketing
The concept of knowledge management was very prominent during the 1990s. This concept relates to the way in which information and knowledge is needed to be organized in a holistic way, but this explanation does not provide a complete picture (Kotler and Armstrong, 2004). An example in this regard can be given in the widely used definition of knowledge management, according to which "involves the process of dispensing and using the knowledge efficiently and effectively in knowledge management". Earlier, it was believed by experts that the concept of relationship management and knowledge management is completely different and there was little common amongst them except for the possibility of a similar data warehouse hardware. At the same time, it was also unclear that both of these concepts were related to increasing the efficiency of the business and enhancing customer satisfaction (Lauterborn, 1990). But nowadays, most experts believe that the purpose of these two subjects is the same, which is to provide continuous development to the organization and the customers.
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1.2 Explain the ways that ICTs can support the customer relations management process in a particular organization
In the case of knowledge management (KM), focus is primarily on finding suitable solutions for those problems which require extensive insights. But it is not hard to see why KM capabilities are very important for strategic management strategists. There is a change in the market in favor of customer oriented approach and as a result, many corporations are investing in the implementation of CRM systems within the organization. However, such systems can be adopted only by the organization using the information technology and with the help of capabilities provided by KM. An example in this regard can be given to the British Red Cross, which uses the new CRM system, with the help of which the organization is capable of having a single view of all donors of international aid donation. Similarly, this system also allows the organization to divide and target groups of supporters by dividing them on the basis of their interests and habits (Stevens and Fleckenstein, 1999). The advantage of the new system is that it has allowed the replacement of various systems which have to be used by different divisions of the Red Cross. Therefore, compared to the past, with the help of the new system, all departments of the organization can use the same system and at the same time, it can also be used by key donors like community and corporate teams and fund raisers. The new system has the ability to handle all activities related to direct marketing. Similarly, it can also process gifts and support for direct debit transactions. The new system also allows the organization to seek the help of professionals who can help in the organization and process of evaluation and selection and can also help in the preparation of specifications (Ballmer, Fukukawa and Gray, 2007).

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1.3 Describe the benefits of customer relationship management in a selected organization
The organization selected for this part of the assignment is Red Cross UK. The process of customer relationship management can help the organization to form a partnership with the corporate world and such a partnership can help the Red Cross in marketing its products and services for the joint benefit of both. Such collaboration packs may be in the form of business promotion on promotion or in-store merchandising (Choi and Parsa, 2006). Red Cross is a brand that is widely used
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