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Marketing Process OP 09


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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>