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introductiontosalesmarketing-130314194301-phpapp01 (1).pdf
- 1. HT618 HT618 SALES & MARKETING SALES & MARKETING TOPIC 1: TOPIC 1: OVERVIEW OF SALES AND OVERVIEW OF SALES AND MARKETING MARKETING LECTURER: LECTURER: INTAN SHAFINA SUID INTAN SHAFINA SUID
- 3. ANSWER THIS… ANSWER THIS… Study the market needs. See what the consumer wants Marketing Study the market offers. what competitors are currently offering in terms of price, location, etc. Marketing Brainstorm on the approaches and strategies to be used to satisfy the customers in terms of price, location, messages, tone of voice, and so on. Marketing Tell and advice the people whom are going to meet the clients what to say and what not to say. Marketing Convince the customer to buy. Sales Get proper feedback from the customer about their experience. Marketing
- 4. MARKETING 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) (Gary Armstrong & Philip Kotler)
- 5. MARKETING MANAGEMENT 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) (Kotler, 1998)
- 6. HOSPITALITY & TOURISM MARKETING HOSPITALITY & TOURISM MARKETING SYSTEM – Task & steps (PRICE Model) SYSTEM – Task & steps (PRICE Model) STEPS HOSPITALITY & TOURISM MARKETING TASK / FUNCTION Where are we now? Current situation Planning Where would we like to be? Desired future situation Research How do we get there? Marketing plan Implementation How do we make sure we get there? Monitoring & adjusting marketing plan Control How do we know if we got there? Evaluating & measuring results of marketing plan Evaluation
- 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. 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. Basic Concepts of Marketing
- 9. 5. SERVICE - Any activity @ benefit that one party can offer to another that is essentially intangible & does not result in the ownership of anything. Basic Concepts of Marketing
- 10. 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. Basic Concepts of Marketing
- 11. 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. Basic Concepts of Marketing
- 13. SALES SALES Selling Selling is the process by which I is the process by which I convince a prospective convince a prospective buyer to barter my services buyer to barter my services or products for money or or products for money or other services or products. other services or products.
- 14. RELATIONSHIP OF MARKETING & SALES RELATIONSHIP OF MARKETING & SALES
- 15. SERVICE 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 CHARACTERISTICS OF SERVICE MARKETING MARKETING 1. Intangibility 2. Inseparability 3. Variability 4. Perishability 5. Lack of ownership
- 17. 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. INTANGIBILITY INTANGIBILITY
- 18. INSEPARABILITY 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 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 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 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