Chapter 12

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Chapter 12

  1. 1. Chapter 12 Resort Marketing and Sales Promotion World of Resorts: From Development to Management Third Edition (424TXT or 424CIN)© 2010, Educational Institute
  2. 2. Competencies for Resort Marketing and Sales Promotion 1. Summarize the fundamentals of resort marketing, including SWOT analysis and the resort mission statement. 2. Describe marketing research and analysis activities, including environmental scanning, destination marketing, and market outreach techniques. 3. Explain the concepts of market segmentation and positioning. 4. Discuss the marketing tools of advertising, promotion, and publicity.© 2010, Educational Institute 2
  3. 3. SWOT Analysis • Strengths • Weaknesses • Opportunities • Threats© 2010, Educational Institute 3
  4. 4. Environmental Scanning PEST forces: • Political factors • Economic/ecological considerations • Social changes • Technological developments© 2010, Educational Institute 4
  5. 5. Market Outreach Techniques • Analysis of guest histories • Group tracking • Analysis of sales volumes/trends • Guest questionnaires© 2010, Educational Institute 5
  6. 6. Advertising Media • Newspapers • Magazines • Travel industry journals/directories • Travel guides/government publications • Business journals • Outdoor advertising • Radio • Television • The Internet •© 2010, Educational Institute Mobility marketing 6
  7. 7. External Promotion • Direct selling • Collateral materials • Direct mail • Handling inquiries/reservations • Familiarization trips • Packaging • Events/special promotions • Loyalty programs© 2010, Educational Institute 7
  8. 8. Internal Promotion • Word-of-mouth • Delivery of promise • Signature products and design • Personal selling© 2010, Educational Institute 8

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