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Unit 1



Marketing Perspectives



(updated June 2015)
Unit topics
• Definition of Marketing
• Core concepts in marketing
• Economic importance of marketing
• Constraints in mar...
MARKETING DEFINED
marketing
noun:
1.the action or business of promoting and selling products or services,
including market...
MARKETING DEFINED
The activities of a company associated with
buying and selling a product or service. It
includes adverti...
Source: http://marketinglessons.in/2011/09/26/core-concepts-of-marketing-philip-kotler-summary/
Introducing Marketing
In terms of users or buyers, marketing is concerned with
understanding:
✓ The needs and desires of existing and prospectiv...
In terms of producers organizations, marketing focuses on:
✓ Which products or services to provide and why; especially new...
Economic Importance of Marketing
1. National economic growth
2. Development of standards
3. Learned discipline
4. Enhanced...
Categories of Marketing
1. Traditional
2. Modern
Source: http://www.designandpromote.com/the-many-types-of-marketing/
http...
Constraints to Marketing
1. Consumer Act of the Philippines (Republic Act
No. 7394)
2. Electronic Commerce Act of 2000
Marketing Orientation
• Recognition that the conduct of business
operations must revolve around the long-run
interests and...
Marketing Orientation
• A positive, outward looking, innovate and
competitive attitude towards the conduct of
exchange tra...
Introducing Travel and Tourism
Three categories of visitor:
1. International visitors: inbound tourism
2. International vi...
Introducing Travel and Tourism
Principal terms adopted and used today:
• Visitors to describe all travelers who fall
withi...
Introducing Travel and Tourism
A working definition of travel and tourism
• ‘Tourism’ VS ‘Travel and Tourism’
• ‘Visitor’ ...
Service and their
characteristics
Inseparability
Perishability
Intangibility
Particular characteristics of travel and
tourism services
✓ Seasonality and other major
variations in the pattern of
deman...
Travel organizers Destination organizations
Transportation
Air
Road
Sea
Rail
Visitors
tourists
same day visitors
Internati...
Powerful trends that distinguish markets in the 21st
century from those in previous era.
✓ Branding
✓ The massive number o...
The more demanding consumer of
travel and tourism
Over the last two decades consumers have become:
• More affluent, measur...
The more demanding consumer
of travel and tourism
• More travelled
• More exposed to the media and information
generally
•...
The main determinants of demand
1.Economic factor and comparative income
2.Demographic characteristics of tourism
generati...
The main determinants of demand
6.Government/regulatory ‘ infrastructure’
surrounding travel and tourism
7.Media communica...
REFERENCES
1. DUSIT THANI GUIDED LESSON PLAN FOR TOURISM
MARKETING
2. Meriam Webster Dictionary
3. http://www.investopedia...
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Marketing Perspectives

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Lecture for the Subject Tourism Marketing for the College of International Travel and Hospitality Management of the Lyceum of the Philippines Cavite for the Second Semester of Academic Year 2015-2016.

Published in: Travel
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Marketing Perspectives

  1. 1. Unit 1
 
 Marketing Perspectives
 
 (updated June 2015)
  2. 2. Unit topics • Definition of Marketing • Core concepts in marketing • Economic importance of marketing • Constraints in marketing • Categories of marketing • The nature of tourism services • Issues in travel and tourism marketing
  3. 3. MARKETING DEFINED marketing noun: 1.the action or business of promoting and selling products or services, including market research and advertising. verb gerund or present participle: marketing 1.advertise or promote (something). "the product was marketed under the name “aspirin.”“ 2. offer for sale. "sheep farmers are still unable to market their lambs" 3. buy or sell provisions in a market. "some people liked to do their marketing very early in the morning" Source: Meriam Webster Dictionary
  4. 4. MARKETING DEFINED The activities of a company associated with buying and selling a product or service. It includes advertising, selling and delivering products to people. People who work in marketing departments of companies try to get the attention of target audiences by using slogans, packaging design, celebrity endorsements and general media exposure. The four 'Ps' of marketing are product, place, price and promotion.
 
 Source: : http://www.investopedia.com/terms/m/marketing.asp#ixzz3cXbtfWEG 

  5. 5. Source: http://marketinglessons.in/2011/09/26/core-concepts-of-marketing-philip-kotler-summary/
  6. 6. Introducing Marketing
  7. 7. In terms of users or buyers, marketing is concerned with understanding: ✓ The needs and desires of existing and prospective users and any interaction they may seek with suppliers ✓ Which products or services they choose to use or buy ✓ How they get information about products and other offers ✓ Where they obtain or buy products from ✓ How they feel after their purchase and consumption of products and services ✓ What level of after sales or in use services in needed Introducing Marketing
  8. 8. In terms of producers organizations, marketing focuses on: ✓ Which products or services to provide and why; especially new products. ✓ How many product and other offers to produce(volume of supply). ✓ At what price or cost if price is not involved. ✓ How to communicate their offers and communicate with buyers, by which media. ✓ When, where and how to make them available/deliverable to users or buyers ✓ What level of pre/in use/and after sales or usage services has to be offered. Introducing Marketing
  9. 9. Economic Importance of Marketing 1. National economic growth 2. Development of standards 3. Learned discipline 4. Enhanced resource use 5. Trade
  10. 10. Categories of Marketing 1. Traditional 2. Modern Source: http://www.designandpromote.com/the-many-types-of-marketing/ http://homebusiness.about.com/od/marketingadvertising/a/Types-Of-Marketing-Traditional-And- Internet.htm
  11. 11. Constraints to Marketing 1. Consumer Act of the Philippines (Republic Act No. 7394) 2. Electronic Commerce Act of 2000
  12. 12. Marketing Orientation • Recognition that the conduct of business operations must revolve around the long-run interests and satisfaction of customer or users rather than a focus an one-off exchanges. • Understanding that the achievement of profits and other organizational goals results from customer satisfaction and customer retention. 11/14/12
  13. 13. Marketing Orientation • A positive, outward looking, innovate and competitive attitude towards the conduct of exchange transactions. • An outward looking, responsive attitude to events and conditions in the external business environment within which an organization operates. • An understanding of the strategic or long-run sustainability balance to be achieved (between profits and social and environmental concerns)
  14. 14. Introducing Travel and Tourism Three categories of visitor: 1. International visitors: inbound tourism 2. International visitors: outbound tourism 3. Residents: domestic tourism
  15. 15. Introducing Travel and Tourism Principal terms adopted and used today: • Visitors to describe all travelers who fall within agreed definitions of tourism. • Tourist or staying visitors to describe visitors who stay overnight at a destination. • Same-day visitors, or excursionist, to describe visitors who arrive and depart on the same day.
  16. 16. Introducing Travel and Tourism A working definition of travel and tourism • ‘Tourism’ VS ‘Travel and Tourism’ • ‘Visitor’ VS ‘Tourist’ In normal usage tourism and travel and tourism are terms that relate to exactly the same market and they are used interchangeably. Similarly, the words visitor and tourist tend to be used interchangeably in common usage.
  17. 17. Service and their characteristics Inseparability Perishability Intangibility
  18. 18. Particular characteristics of travel and tourism services ✓ Seasonality and other major variations in the pattern of demand. ✓ The high fixed costs of operations, allied to fixed capacity at any point in time.
  19. 19. Travel organizers Destination organizations Transportation Air Road Sea Rail Visitors tourists same day visitors International, domestic Travel organizers (in areas of origin) Product supply (at destinations) Transportation infrastructure and physical access to destinations Figure 1.2 The Systematic links between demand and supply: the influence of marketing
  20. 20. Powerful trends that distinguish markets in the 21st century from those in previous era. ✓ Branding ✓ The massive number of small or micro-enterprises that dominate the different sectors ✓ The revolutionary development of ICT ✓ Excessive supply are more than the markets can absorb naturally ✓ Growing numbers of consumers in develop countries ✓ Sustainable development requirements constraining business decision.
  21. 21. The more demanding consumer of travel and tourism Over the last two decades consumers have become: • More affluent, measured in disposable income per capita and ownership of property, household facilities • Better educated • More healthy overall with many interested in more active pursuits • Older
  22. 22. The more demanding consumer of travel and tourism • More travelled • More exposed to the media and information generally • More computer literate with access to the internet still growing • More heterogeneous and individualistic in their demands and expectations • More culturally diverse
  23. 23. The main determinants of demand 1.Economic factor and comparative income 2.Demographic characteristics of tourism generating nations 3.Geographic factors 4.Socio-cultural attitudes to tourism 5.Access to personal transport
  24. 24. The main determinants of demand 6.Government/regulatory ‘ infrastructure’ surrounding travel and tourism 7.Media communication 8.Information and communications technology (ICT) 9.Environmental concerns and demand for more sustainable forms of tourism 10.International political developments and terrorist actions.
  25. 25. REFERENCES 1. DUSIT THANI GUIDED LESSON PLAN FOR TOURISM MARKETING 2. Meriam Webster Dictionary 3. http://www.investopedia.com/terms/m/ marketing.asp#ixzz3cXbtfWEG 4. Source: http://marketinglessons.in/2011/09/26/core- concepts-of-marketing-philip-kotler-summary

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