Documente Academic
Documente Profesional
Documente Cultură
Aashish
Marketing Concept
Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.
Set of controllable variables blended by organisations for selected market segments. The Price Place (distribution) Product Promotion
4Ps of Marketing
Product Design Quality Range Brand name Features Price List price Discounts Commissions Surcharges Extras Promotion Advertising Sales promotion Salesmanship Publicity
Product
Tourism products and services are designed for and continuously adapted to match changing needs, expectations and budget of the target market
PRODUCT LEVELS
CORE PRODUCT. BASIC PRODUCT. EXPECTED PRODUCT. AUGMENTED PRODUCT. POTENTIAL PRODUCT.
RATER
PLACE
Not only the location of the tourist attraction or facility but the location of points of sale that provide customers with access to tourist products eg. I-site, accommodation, cafe
Price
Used to achieve predetermined sales volume and revenue objectives Price gives a product or service a perceived value in the eyes of the consumer
PROMOTION
Marketing Services
Tourism is a service. Services differ from physical products, This needs to be taken into account when marketing them
Tourism is a product partly constituted by the dreams and fantasies of its customers.
Unlike banking and car repair, tourism is not consumed for rational, functional purposes.
7 Ps of Tourism Marketing
Price Place Product Promotion People Process Physical Evidence
People
Know who your target market is
traveller or tourist? what do they expect?
http://flickr.com/photos/wolfgangstaudt/2242014640
People - Employees
A tourism organisations most valuable resource Physical appearance, behaviour, knowledge and attitude has a powerful impact on customers perception of the tourism product Ensure uniform, grooming etc. conform to branding and target market
People - Employees
Ensure staff are trained to ensure the product is delivered in accordance with the marketing strategic plan.
Employees physically embody the product and are walking billboards from a promotional point of view Zeithaml & Bitner (1996)
Process
Process is inseparable product If any part of the process is found to be unsuitable by the consumer, it could result in a negative evaluation of the whole product.
Physical Evidence
Defined as the built environment owned and controlled by a tourism organisation. The tangible aspect of the tourism product.
Physical Evidence
May be used to facilitate the service delivery process e.g. layout and signage. Communicates messages about quality, positioning and differentiation.