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The Marketing Gap

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This presentation deals with a Marketing Paradox: …

This presentation deals with a Marketing Paradox:
Whether Marketing concept and philosophy states that “the customer is the King”
why treats him like
“a deaf, blind and mute sleeping beauty” ?

Published in Business , News & Politics
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  • 1. Thoughts about THE Marketing Gap The King is Dead Long Live the King!
  • 2.
    • 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
  • 3.
    • 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
  • 4.
    • 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!
  • 5.
    • 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?
  • 6.
    • 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 ?
  • 7. Does this Gap Really Exist ? The Gap between real demographic profile of visitors and tourism providers’ perceptions of this profile
  • 8.  
  • 9. While they were sleeping or The Movie
  • 10. 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
  • 11. Research Field
  • 12.
    • 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
  • 13. 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
  • 14. Were they sleeping? Res ults
  • 15. Res ults Visitors’ actual demographic profile Providers’ estimate of visitors’ profile
  • 16. These are destination’s tourists Providers market for these tourists Res ults … what that means ? but…
  • 17. Res ults Visitors’ actual demographic profile Providers’ estimate of visitors’ profile
  • 18. Res ults … what that means ? These are destination’s tourists Providers market for these tourists but…
  • 19. Res ults Visitors’ actual demographic profile Providers’ estimate of visitors’ profile
  • 20. Res ults … what that means ? These are destination’s tourists Providers market for these tourists but…
  • 21. Res ults Visitors’ actual demographic profile Providers’ estimate of visitors’ profile
  • 22. Res ults … what that means ? These are destination’s tourists Providers market for these tourists but…
  • 23. 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
  • 24. The REAL Tourist of Olympia
  • 25. The PERCEIVED Tourist of Olympia
  • 26. False perceptions might lead to ineffective decision making for marketing segmentation, positioning and marketing mix formulation. OK, this Gap exists, so what?
  • 27.
    • 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
  • 28. Wear your customer’s glasses and see the World!
  • 29. Thank you!