Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Marketing Process OP 09

787 views

Published on

http://wikieducator.org/Travel_and_Tourism

Published in: Education
  • Be the first to comment

  • Be the first to like this

Marketing Process OP 09

  1. 1. Tourism Enterprises - Marketing + Hillary Jenkins, Otago Polytechnic
  2. 2. + Marketing Supporting website What is Tourism Marketing? <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 The process of creating , distributing , promoting and pricing goods , services and ideas to facilitate satisfying exchange relationships with clients in a dynamic environment.
  4. 4. + Marketing Concept Selling Concept Marketing versus Selling Factory Existing products Selling & Promoting Profits through sales volume Starting Point Focus Means Ends Market Customer Needs Integrated Marketing Profits through customer satisfaction Market Customer Needs Integrated Marketing Profits through customer satisfaction
  5. 5. +
  6. 6. + <ul><ul><li>Clients choose the product whose benefits </li></ul></ul><ul><ul><li>add up to the most satisfaction, given their </li></ul></ul><ul><ul><li>wants and resources </li></ul></ul>Needs, Wants and Demands
  7. 7. + <ul><ul><li>With the client through the purchase of an organisation’s products; this is the focal point of all marketing activities </li></ul></ul>Process starts…..
  8. 8. <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>Process Continues
  9. 9. <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>Lets apply the Concept to a product
  10. 10. <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>Lets apply the Concept to a product
  11. 11. <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>Lets apply the Concept to a product
  12. 12. <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. <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><ul><ul><ul><li>References </li></ul></ul></ul>

×