Marketing Process

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A broad overview of the marketing concept and process as it applies in tourism

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  • Marketing Process

    1. 1. + Tourism Enterprises - Marketing Supporting website http://flickr.com/photos/chezjulia/148990573/ http://flickr.com/photos/chefranden/1020335644 /
    2. 2. + Marketing Supporting website <ul><li>What is Tourism Marketing? </li></ul><ul><ul><li>Most people think it’s the same as selling – the act of offering things for purchase </li></ul></ul><ul><ul><li>What do you think it is? </li></ul></ul>
    3. 3. + Marketing Supporting website <ul><li>Marketing </li></ul><ul><ul><li>The process of creating , distributing , promoting and pricing goods , services and ideas to facilitate satisfying exchange relationships with clients in a dynamic environment. </li></ul></ul>
    4. 4. + Marketing Supporting website <ul><li>Marketing vs Selling </li></ul>Factory Existing products Selling & Promoting Profits through sales volume Starting Point Market Customer Needs Integrated Marketing Profits through customer satisfaction Marketing Concept Selling Concept Focus Means Ends
    5. 5. + Marketing Supporting website
    6. 6. + Marketing Supporting website <ul><li>Needs, Wants and Demands </li></ul><ul><ul><li>Clients choose the product whose benefits add up to the most satisfaction, given their wants and resources </li></ul></ul>
    7. 7. + Marketing Supporting website <ul><li>Process starts….. </li></ul><ul><ul><li>With the client </li></ul></ul><ul><ul><ul><li>through the purchase of an organisation’s products; this is the focal point of all marketing activities </li></ul></ul></ul>
    8. 8. + Marketing Supporting website <ul><li>Process Continues </li></ul><ul><ul><li>Organisations define products not as what they make or produce but what they do to make their customer happy </li></ul></ul><ul><ul><li>What is Cadburys (Dunedin) product? </li></ul></ul><ul><ul><li>Service? </li></ul></ul><ul><ul><li>Who is their target market? </li></ul></ul>
    9. 9. + Marketing Supporting website <ul><li>Lets apply the Concept to a product </li></ul><ul><li>Airline ticket </li></ul><ul><ul><li>Identify who the consumers may be </li></ul></ul><ul><ul><li>Analyse their needs – features or models </li></ul></ul><ul><ul><li>Predict what type of attributes they may require </li></ul></ul>
    10. 10. + Marketing Supporting website <ul><li>Lets apply the Concept to a product </li></ul><ul><li>Contiki Tour </li></ul><ul><ul><ul><li>Estimate number who may want the product over several years and how many they will buy </li></ul></ul></ul><ul><ul><ul><li>Determine how to access and service this market </li></ul></ul></ul><ul><ul><ul><li>Estimate the price consumers are willing to pay ( will you make a profit) </li></ul></ul></ul>
    11. 11. + Marketing Supporting website <ul><li>Lets apply the Concept to a product </li></ul><ul><li>Internet </li></ul><ul><ul><li>Decide what type of marketing communication should be used to inform potential customers </li></ul></ul><ul><ul><li>Look at competitors product </li></ul></ul>
    12. 12. + Marketing Supporting website <ul><li>Marketing with a product </li></ul><ul><li>Greenpeace </li></ul><ul><ul><ul><li>Aims to sell an idea </li></ul></ul></ul><ul><ul><ul><li>Influence decision makers </li></ul></ul></ul><ul><ul><ul><li>Change people’s behaviour </li></ul></ul></ul>
    13. 13. + Marketing Supporting website <ul><ul><ul><li>References </li></ul></ul></ul><ul><ul><ul><li>Kotler Philip, Bowen John, Makens James. (1999) Marketing for Hospitality and Tourism 2 nd edition. Prentice-Hall Inc. USA </li></ul></ul></ul>

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