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  1. 1. Marketing in the Travel and Tourism Industry
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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>