Your SlideShare is downloading. ×
Service Marketing Op 08
Service Marketing Op 08
Service Marketing Op 08
Service Marketing Op 08
Service Marketing Op 08
Service Marketing Op 08
Service Marketing Op 08
Service Marketing Op 08
Service Marketing Op 08
Service Marketing Op 08
Service Marketing Op 08
Service Marketing Op 08
Service Marketing Op 08
Service Marketing Op 08
Service Marketing Op 08
Service Marketing Op 08
Service Marketing Op 08
Service Marketing Op 08
Service Marketing Op 08
Service Marketing Op 08
Service Marketing Op 08
Service Marketing Op 08
Service Marketing Op 08
Service Marketing Op 08
Service Marketing Op 08
Service Marketing Op 08
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

Service Marketing Op 08

2,808

Published on

Published in: Business, Travel
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,808
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
239
Comments
0
Likes
4
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 Tourism Hillary Jenkins, Otago Polytechnic
    • 2. Marketing Concept
      • ‘ Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.’ (Chartered Institute of Marketing, UK)
    • 3. The Traditional Marketing Mix
      • Set of controllable variables blended by organisations for selected market segments
      • The Price
      • Place (distribution)
      • Product
      • Promotion
      Queenstown
    • 4. 4P’s of Marketing
      • Product
      • Design
      • Quality
      • Range
      • Brand name
      • Features
      • Price
      • List price
      • Discounts
      • Commissions
      • Surcharges
      • Extras
      • Place
      • Distribution channels
      • Methods of distribution
      • Coverage
      • Location
      • Promotion
      • Advertising
      • Sales promotion
      • Salesmanship
      • Publicity
      The Marketing Mix
    • 5. Product
      • Tourism products and services are designed for and continuously adapted to match changing needs, expectations and budget of the target market
    • 6. Place
      • Not only the location of the tourist attraction or facility but the location of points of sale that provide customers with access to tourist products
    • 7. Price
      • Used to achieve predetermined sales volume and revenue objectives
      • Price gives a product or service a perceived value in the eyes of the consumer
    • 8. Promotion
      • The most visible of the 4p’s
      • Promotional techniques aim to increase awareness and demand for products
    • 9. Marketing Services
      • Tourism is a service.
      • Services differ from physical products,
        • This needs to be taken into account when marketing them
    • 10. Characteristics of Services
      • Intangibility
      • Heterogeneity
      • Temporary ownership
      • Perishability
      • Inseparability
    • 11. Intangibility
      • Not the physical portion (tangible) of the product
        • Performance or experience rendered by the service provider to the service consumer
      • Most tourism products are a mixture of tangible and intangible
    • 12. Inseparability
      • Services are usually produced and consumed at the same time
        • Think of a restaurant meal
      • This can make it difficult to separate the provide of the service from the service itself.
    • 13. Perishability
      • Services cannot be saved or stores as they expire during the simultaneous production and consumption process
        • Aircraft seat
    • 14. Heterogeneity
      • Standardisation
        • Difficult to achieve in a people based service industry
          • Quality control plays an important part
    • 15. Ownership
      • Service customers usually only have access to our use a facility where a service is performed
        • Use of a hotel room for a holiday – you occupy the space only and have temporary use of the facilities
    • 16. How Tourism Differs
      • Tourism is more supply-led than other services
        • All ready have the product then research which market might be interested in purchasing it.
        • Dunedin the destination is already here who wants to visit.
      • Tourism product might involve the co-operation of several suppliers .
        • e.g. Package holiday
    • 17. How Tourism Differs
      • Tourism is a complex, extended product experience with no predictable critical evaluation point.
        • Pre trip anticipation and post trip reflection
        • Every trip is different therefore may not be anything to evaluate it against.
    • 18. How Tourism Differs
      • Tourism is a high-involvement, high-risk product to its consumers
        • Involves committing large sums of money to something that cannot be seen or evaluated before purchase.
      • Tourism is a product partly constituted by the dreams and fantasies of its customers .
        • Unlike banking and car repair, tourism is not consumed for rational, functional purposes.
    • 19. How Tourism Differs
      • Tourism is a fragile industry susceptible to external forces beyond the control of its suppliers.
        • Tourism organisations sometimes have to make rapid responses to crises in the form of product redesign, price reductions or promotional damage limitation.
    • 20. 7 P’s of Tourism Marketing
      • Price
      • Place
      • Product
      • Promotion
      • People
      • Process
      • Physical Evidence
    • 21. People
      • Know who your target market is
        • traveller or
        • tourist?
      http://flickr.com/photos/wolfgangstaudt/2242014640
    • 22. People - Employees
      • A tourism organisations most valuable resource
        • Physical appearance, behaviour, knowledge and attitude has a powerful impact on customers perception of the tourism product
        • Ensure uniform, grooming etc. conform to branding and target market
    • 23. People - Employees
      • Ensure staff are trained to ensure the product is delivered in accordance with the marketing strategic plan.
      • Employees physically embody the product and are walking billboards from a promotional point of view – Zeithaml & Bitner (1996)
    • 24. Process
      • Process is inseparable product
        • If any part of the process is found to be unsuitable by the consumer, it could result in a negative evaluation of the whole product.
    • 25. Physical Evidence
      • Defined as the built environment owned and controlled by a tourism organisation
      • The tangible aspect of the tourism product
      • May be used to facilitate the service delivery process e.g. layout and signage
      • Communicates messages about quality, positioning and differentiation
    • 26. Think about the layout, colours , furnishings, sound systems at an airport. http://flickr.com/photos/jamespaullong/940934988/ Physical Evidence

    ×