this chapter is an overview for HT618 Sales and Marketing course for Diploma in Tourism Management

1. HT618
SALES & MARKETING
TOPIC 1:
OVERVIEW OF SALES AND
MARKETING
LECTURER:
INTAN SHAFINA SUID

2. SALES
@
MARKETING

3. ANSWER THIS…
Study the market needs. See what the consumer wants Marketing
Study the market offers. what competitors are currently
Marketing
offering in terms of price, location, etc.
Brainstorm on the approaches and strategies to be used
Marketing
to satisfy the customers in terms of price, location,
messages, tone of voice, and so on.
Tell and advice the people whom are going to meet the Marketing
clients what to say and what not to say.
Convince the customer to buy. Sales
Get proper feedback from the customer about their Marketing
experience.

4. MARKETING
A social and managerial
process by which individuals
and groups obtain what they
need and want through
creating and exchanging
products and value with
others.
(Gary Armstrong & Philip Kotler)

5. MARKETING MANAGEMENT
The analysis, planning,
implementation and control of
programs designed to create,
build & maintain beneficial
exchanges with target buyers for
the purpose of achieving
organizational objectives
(Kotler, 1998)

6. HOSPITALITY & TOURISM MARKETING
SYSTEM – Task & steps (PRICE Model)
STEPS HOSPITALITY & TOURISM TASK / FUNCTION
MARKETING
Where are we now? Current situation Planning
Where would we like to Desired future situation Research
be?
How do we get there? Marketing plan Implementation
How do we make sure Monitoring & adjusting Control
we get there? marketing plan
How do we know if we Evaluating & measuring Evaluation
got there? results of marketing plan

7. Basic Concepts of Marketing
1 NEED
- A state of felt deprivation
- Include physical, social &
individual needs
2. WANT
- The form taken by a human need
as shaped by culture and individual
personality
3. DEMAND
- Human wants that are backed by
buying power

8. Basic Concepts of Marketing
4. PRODUCT
- Anything that can be offered to a
market for attention, acquisition, use
or consumption that might satisfy a
want or need.
- Includes physical objects, services,
persons, places, organizations &
idea.

9. Basic Concepts of Marketing
5. SERVICE
- Any activity @ benefit that one party
can offer to another that is essentially
intangible & does not result in the
ownership of anything.

10. Basic Concepts of Marketing
6. VALUE
- The difference between the values
the customer gains from owning &
using a product and the costs of
obtaining the product.
7. SATISFACTION
- The extent to which a product’s
perceived performance matches a
buyer’s expectations.

11. Basic Concepts of Marketing
8. EXCHANGE
- The act of obtaining a desired
object from someone by offering
something in return
9. TRANSACTION
- A trade between two parties that
involves at least two things of value,
agreed-upon conditions, and a place of
agreement.
10. MARKET
- The set of all actual and potential
buyers of a product or service.

12. SALES
SELLING
IS NOT
MARKETING

13. SALES
Selling
is the process by which I
convince a prospective
buyer to barter my services
or products for money or
other services or products.

14. RELATIONSHIP OF MARKETING & SALES

15. SERVICE
Any activity or benefit that
one party can offer to
another that is essentially
intangible and does not
result in the ownership of
anything.

16. CHARACTERISTICS OF SERVICE
MARKETING
1. Intangibility
2. Inseparability
3. Variability
4. Perishability
5. Lack of ownership

17. INTANGIBILITY
 Unlike products, services are mainly
intangible by nature.
 Services are difficult to measure, pre-
test or demonstrate.
 It is impossible for the consumer to
touch, smell, feel or hear the service
offering in the same way as they can
test a product.
 It is difficult for clients to tell in advance
what they will be getting.

18. INSEPARABILITY
 Services are produced and consumed
simultaneously in interactions between the
customer and service provider with no delay
between the two.
 The services provision and consumption occur at
the same time and both provider and consumer
interact in the process of delivery.
(eg during an online search, or a legal
consultation).

19. Variability
 Services involve people, and people are all
different.
 There is a strong possibility that the same enquiry
would be answered slightly differently by different
people (or even by the same person at different
times).
 It is important to minimize the differences in
performance (through training, standard-setting
and quality assurance).

20. Perishability
A service ‘dies’ if not consumed within
a given time.
Unused capacity cannot be stored for
future use.
For example, spare seats on one
aeroplane cannot be transferred to
the next flight

21. LACK OF OWNERSHIP
 The customer only owns a service
temporarily such as in renting a
holiday cottage, buying an aircraft
seat, paying for time in a museum.
 They bring back memories and
feelings from a holiday.

22. MARKETING ISSUES AND
BARRIERS IN TOURISM INDUSTRY
1. Globalization
2. Information Technology
3. Economic changes
4. Demand on social & etiquette
responsibilities
5. New marketing landscape