You will hear a manager in a travel company addressing a group of employees

You will hear a manager in a travel company addressing a group of employees on how to write a tourism marketing plan.
As you listen, for questions 1 to 12, complete the notes using up to three words or a number.
After you have listened once, replay the recording.
You now have 45 seconds to read through the questions.
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Now listen, and complete the notes.
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Woman: Good afternoon, everyone. I am very glad to stand here to say something on how to write a tourism marketing plan.
    A tourism marketing plan helps guide your marketing decisions by assigning tasks, choosing marketing messages, and allocating funds to promote your area. It solidifies what you will say and how you will say it to entice potential visitors to your area. A successful plan requires specific information about the people who travel to your area and what they want while they stay there. Here I will suggest an easy-to-follow guide to help you write your tourism marketing plan.
    Firstly, you should define your objectives. These should be broad-reaching goals your organisation would like to accomplish through a marketing plan. For example, you could attempt to increase the number of tourists who come to your area or the number of dollars each visitor spends in local shops.
    Secondly, perform a SWOT analysis. SWOT stands for Strengths, Weaknesses, Opportunities and Threats. Strengths and weaknesses are internal factors that could affect your position in the marketplace, such as plentiful natural features or a lack of banquet halls. Opportunities and threats represent external forces that affect your marketing capabilities.
    Thirdly, create a community or area profile. Make a master list of the features your area offers including lodging, restaurants, retail shops, attractions, parks, water features and other amenities that will appeal to travelers.
    Fourthly, identify your target markets.
    Survey your visitors to determine who they are and what they like to do. Ask for demographic information that will help you purchase the appropriate media in the right markets, such as gender, age, income and hometown. Create market segments based on targeted characteristics, for instance, families living in a nearby city who take day trips to your area or retired couples from a neighbouring state who visit your community annually.
    Finally, choose marketing objectives for each market segment.
    For instance, you could want to increase awareness of day-tripping opportunities in the market segment.
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Now listen to the recording again.
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That is the end of Part One. You now have 20 seconds to check your answers.
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