The Marketing Gap

Thoughts about THE Marketing Gap The King is Dead Long Live the King!

Whether M arketing concept and philosophy states that
“ the customer is the K ing ”
why treats him like
“ a deaf , blind and mute sleeping beauty ” ?
I Dare THE Question

While customers establish the totality of marketing criteria*, the responsibility of interpreting those criteria lies with the service provider.
But that these viewpoints will always be distinct (Johns, 1999).
The Marketing Paradox (*) i.e., segmentation, targeting, quality and evaluation

Hence, the majority of services marketing scholars nowadays vote for an interpretative ontology in consumer research.
Since customer defines marketing concepts, the measurement and assessment of those concepts should be based on the customer himself.
Interpret me if you can!

Marketing researchers and managers should integrate the experience of the customer as a standard
The future lies in understanding the consumer, his experiences and his evaluations.
But What That Means?

In its simplest and basic form is about marketers and providers understanding the demographic profile of the customer.
If not, then there is a GAP
Let’s see an example…
But What That Means for Marketers ?

Does this Gap Really Exist ? The Gap between real demographic profile of visitors and tourism providers’ perceptions of this profile

While they were sleeping or The Movie

Gap = visitors’ demographic profile – providers’ estimate of tourists’ profile Ho: there is no difference between tourists’ actual profile and providers’ estimate of tourists’ profile Schematically the GAP

Research Field

An ancient Greek religious site dating back 10 centuries B.C.
The birth-place of the Olympic Games.
The location of giant gold Statue of Zeus, one of seven wonders of the world
Place where Olympic flame is still lit
An UNESCO Heritage Site
It hosts one of the masterpieces of ancient Greek art, Hermes of Praxiteles.
Ancient Olympia, Greece

Research methodology Nationality, age, gender, education, income Variables 76, 5% response rate 71% response rate Questionnaire Collection Inventory method Two stages Random sampling Sampling Personal interview using structured questionnaire Personal interview using a questionnaire in 6 languages Data collection method 2 months Period 95 268 Sample size Lists of the local chamber of commerce. Owners or managers. National and international tourists, 15+ years old. Samples PROVIDERS SURVEY TOURISTS SURVEY

Were they sleeping? Res ults

Res ults Visitors’ actual demographic profile Providers’ estimate of visitors’ profile

These are destination’s tourists Providers market for these tourists Res ults … what that means ? but…

Res ults … what that means ? These are destination’s tourists Providers market for these tourists but…

British Female Young (19-39) holds a university degree monthly income exceeds 3.000 euros. French Male Older uneducated Poorer that he really is. Res ults Outline The REAL Tourist of Olympia The PERCEIVED Tourist of Olympia

The REAL Tourist of Olympia

The PERCEIVED Tourist of Olympia

False perceptions might lead to ineffective decision making for marketing segmentation, positioning and marketing mix formulation. OK, this Gap exists, so what?

Importance of dyadic and timely research
Useful tool for management in order to propose an ‘integrated solution’ to customers.
In line with the notion of ‘co-creation marketing’ , where it is essential for the reality perceptions of both parties to be amply synchronized.
Gap Contribution

Wear your customer’s glasses and see the World!

Thank you!

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The Marketing Gap

by Georgia Zouni on Jun 13, 2009

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The Marketing Gap — Presentation Transcript