Your SlideShare is downloading. ×
0
Marketing1
Marketing1
Marketing1
Marketing1
Marketing1
Marketing1
Marketing1
Marketing1
Marketing1
Marketing1
Marketing1
Marketing1
Marketing1
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Marketing1

325

Published on

Published in: Education, Business, Travel
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
325
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
4
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Marketing in the Travel and Tourism Industry
  • 2. Definition <ul><li>Marketing is about anticipating and identifying the wants and needs of a target market of consumers, then satisfying those needs in order to make a profit </li></ul><ul><li>Firstly, travel and tourism organisations must understand their customers’ demands. This is the ‘anticipating’ and ‘identifying’ part of the definition </li></ul>
  • 3. Marketing Research <ul><li>Anticipating and identifying demands depends on effective marketing research </li></ul><ul><li>Research into the existing and potential market </li></ul><ul><li>We will look into this in detail in the Activity </li></ul>
  • 4. Marketing Research <ul><li>Classifying customers according to socio-economic status, lifestyle, family circumstances, gender and so on </li></ul><ul><li>May involve primary research – surveys, observation, questionnaires </li></ul><ul><li>And/or secondary research – statistics and records, quantitative and qualitative </li></ul>
  • 5. Classifying Customers <ul><li>A target market consists of a whole group of potential customers, drawn from the whole population </li></ul><ul><li>It’s better to define the target market as a collection of ‘segments’ </li></ul><ul><li>Each segment will have different characteristics </li></ul><ul><li>Each segment’s needs and wants must be satisfied </li></ul>
  • 6. Market Segmentation <ul><li>In the domestic tourism market the following segments may be involved: </li></ul><ul><li>VFR (look for a definition of this term during the Activity) </li></ul><ul><li>General business tourism </li></ul><ul><li>Holidays and breaks pre-family </li></ul><ul><li>Long holidays </li></ul><ul><li>Activity holidays </li></ul><ul><li>Group holidays </li></ul>
  • 7. Marketing Mix <ul><li>The way in which current and potential customers’ demands are satisfied depends on the marketing mix of the organisation’s products and services: </li></ul><ul><li>Traditionally 4 elements of the mix – Product, Price, Promotion and Place </li></ul><ul><li>In the modern travel and tourism industry it’s usual to look at 6 </li></ul>
  • 8. Elements of the Marketing Mix <ul><li>Product or service </li></ul><ul><li>Quality </li></ul><ul><li>Value </li></ul><ul><li>Lifecycle </li></ul><ul><li>Perishability </li></ul><ul><li>Differentiation </li></ul><ul><li>Niche </li></ul>
  • 9. Elements of the Marketing Mix <ul><li>Price </li></ul><ul><li>Seasonality </li></ul><ul><li>Strategies </li></ul><ul><li>Competitor analysis </li></ul><ul><li>Loss leadership </li></ul><ul><li>Skimming </li></ul>
  • 10. Elements of the Marketing Mix <ul><li>Promotion </li></ul><ul><li>Advertising </li></ul><ul><li>Endorsements </li></ul><ul><li>Sponsorship </li></ul><ul><li>Methods – use of different media, brochures/leaflets, public relations, sales promotion, press releases </li></ul><ul><li>To gain attention/interest/desire/action </li></ul>
  • 11. Elements of the Marketing Mix <ul><li>Place </li></ul><ul><li>Channels of distribution </li></ul><ul><li>Getting tourism services to customers </li></ul><ul><li>Retail services such as travel agents </li></ul><ul><li>Direct marketing through targeted mail outs </li></ul><ul><li>Electronic methods, such as using the Internet </li></ul><ul><li>The growth of technology </li></ul>
  • 12. Elements of the Marketing Mix <ul><li>People </li></ul><ul><li>Employees </li></ul><ul><li>Management </li></ul><ul><li>Culture of organisation </li></ul><ul><li>Attitude to customer service </li></ul>
  • 13. Elements of the Marketing Mix <ul><li>Planning </li></ul><ul><li>Mission statements </li></ul><ul><li>Deciding on objectives </li></ul><ul><li>‘What are we trying to achieve?’ – profit, cut the competition, boost share of market, enter new markets and so on </li></ul>

×