This document outlines key concepts in marketing tourism as a service product. It defines marketing and differentiates it from selling, discussing how marketing focuses on customer needs through integrated efforts. The document also describes the evolution of marketing from a production to sales to modern customer-oriented approach. It covers characteristics of tourism as a service, risks, and adoption of marketing operations. Finally, it discusses criticisms of purely profit-focused marketing and the importance of societal responsibility.
Career Opportunities for Tourism and Hospitality Management StudentsSaurabh Bharti
This presentation is about various career opportunities for those students who are pursuing tourism and hospitality management course at undergraduate and postgraduate level.
Career Opportunities for Tourism and Hospitality Management StudentsSaurabh Bharti
This presentation is about various career opportunities for those students who are pursuing tourism and hospitality management course at undergraduate and postgraduate level.
The students who have asked difficult questions, which have helped us clarify our own thinking, and the students from many countries who have provided us with interesting insights into the national and cultural differences in tourist behavior.
Destination Management Public Sector and Tourism Policy Destination Image Development Attributes of Destination Destination Planning Destination Development and Sustainable Future
Travel Agency & Tour Operations.Tour Operator.Travel Agent.Functions Of Travel Agent and Tour Operator.Difference Between Travel Agent and Tour Operator
The students who have asked difficult questions, which have helped us clarify our own thinking, and the students from many countries who have provided us with interesting insights into the national and cultural differences in tourist behavior.
Destination Management Public Sector and Tourism Policy Destination Image Development Attributes of Destination Destination Planning Destination Development and Sustainable Future
Travel Agency & Tour Operations.Tour Operator.Travel Agent.Functions Of Travel Agent and Tour Operator.Difference Between Travel Agent and Tour Operator
A lecture on Intermediaries and their role in the tourism industry for the subject Principles of Tourism II for the students enrolled in the College of International Tourism and Hospitality Management of the Lyceum of the Philippine - Cavite campus.
Presentation for my Tourism Marketing sections for the first semester of AY 2016-2017, to support the first lecture for tourism marketing based on the reference book Tourism Marketing by Maricel Gatchalian-Badilla.
Lecture 7 for the Subject Tourism Marketing for the College of International Travel and Hospitality Management of the Lyceum of the Philippines Cavite for the Second Semester of Academic Year 2015-2016.
A compilation of reports and lectures on the legal aspect of tour guiding in the Philippines for the students studying the subject Tour Guiding Services enrolled in the College of International Tourism and Hospitality Management in the Lyceum of the Philippines Cavite Campus.
Lecture for the Subject Tourism Marketing for the College of International Travel and Hospitality Management of the Lyceum of the Philippines Cavite for the Second Semester of Academic Year 2015-2016.
Compilation of reports and lectures on Travel Safety and Security for the subject TSMN07H Tour Guiding Services for the students of the College of International Tourism and Hospitality Management of the Lyceum of the Philippines Cavite Campus.
A presentation composed of student reports and lectures for the subject Tour Guiding Services for the students enrolled in the College of International Tourism and Hospitality Management in the Lyceum of the Philippines Cavite Campus.
MARKETING MANAGEMENT BA4207 ANNA UNIVERSITYFreelance
UNIT – I INTRODUCTION
Marketing – Definitions - Conceptual frame work – Marketing environment : Internal and
External - Marketing interface with other functional areas – Production, Finance, Human
Relations Management, Information System. Marketing in global environment – Prospects
and Challenges
ANNA UNIVERSITY SYLLABUS PPT FOR SEMESTER 2
Chapter 1 DEFINING MARKETING FOR THE 21st CENTURYNishant Agrawal
DEFINING MARKETING FOR THE 21st CENTURY
WHAT IS MARKETED?
DEMAND STATES
Core MARKETING CONCEPTS
MARKETING CONCEPTS
Company orientation
Towards marketplace
COMPANY ORIENTATION
Holistic Marketing Concept
Understand four Ps (Marketing Mix)
MARKETING TASKS
Lecture for the Subject Tourism Marketing for the College of International Travel and Hospitality Management of the Lyceum of the Philippines Cavite for the Second Semester of Academic Year 2015-2016.
Core Concept of Marketing, Nature and Scope of Marketing, Importance, Selling Vs Marketing, Marketing Concepts, Segmentation, Basis of Segmentation, Targeting, Strategies of Targeting, Positioning, Strategieis of Positioning, Consumer Markets and Buying Behaviour, Consumer Behaviour, Buying Decision Behaviour
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
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How to use the Video Matrix
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Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
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The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
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Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
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Understand how search engines work
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Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
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2. Unit Objectives:
• Explain the basic concepts of marketing
• Identify the special dimensions of marketing
different forms of tourism.
• Differentiate between marketing and
selling/promotion.
• Discuss the basic marketing techniques.
3. Unit Topics:
• What is Marketing?
• The Evolution of Marketing
• Different Definitions and Concepts of
Marketing
• The Concept of Value within Tourism
• The Difference between Marketing and
Selling
• Different Business Philosophies
• Marketing Orientation
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• Tourism as a Service Product
• The Characteristics of the Service
Product
• Other Aspects of Tourism as a Service
Product
• Tourism Products and Risks
• The Adoption of a Marketing
Operation
• Criticism of the Marketing Concept
• A Societal Marketing Approach
5. Marketing
• Process of planning and executing the conception,
pricing, promotion and distribution of ideas, goods,
services to create exchanges that satisfy individual
and organizational goals.
• “Involves the interactions and interrelationships
among consumers and producers of goods and
services, through which ideas, products, services and
values are created and exchanged for the mutual
benefit of both groups.”
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6. The history of marketing and modern business practice
have developed in three distinct stages.
1. The production era, based on the notion that if products were
priced cheaply, they would sell regardless of consumer
preferences. this was deemed an inward, product-oriented
focus with little concern for consumers.
2. The sales era, where selling was the prime focus regardless of
the market’s willingness to accept the product.
3. The marketing era, replacing the preceding approaches;
businesses now produced products they could sell which were
tailored to consumer needs to satisfy the purchaser, effectively
making the organization more outward looking.
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7. The important factors that have ushered in marketing during the fast
half-century are as follows:
• The increases in demand were at a lower rate than the rises in
productivity.
• The consumer becoming more affluent and therefore it was
possible to develop products that could be using a range of non-
price attributes.
• The distance between the tourism product provider and tourist has
been continually increasing.
• New tourism and hospitality product were being launched which
required more emphasis on marketing.
• As society developed, the mass market splintered into a number of
sub-markets, while at the same time the mass market became
increasingly difficult to reach.
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8. Different definitions and concepts of marketing
The concept of value within tourism
• Companies have to find ways to ensure they
optimize the delivery of value.
• The value of tourism incorporates a number of
different aspects which include the perception
of price, quality and image as well as the
economic and social aspects of the consumer.
•
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9. A system for delivering value
Approaches Uncovering value needs Developing value Delivering value
Gathering/analytical Data/feedback of company Operations/customer Logistics/product
representatives, surveys, etc. interfaces and touch points quality service
Organisational Interpretation of customer Training/motivation of staff Improved attitudes
Requirements and resultant and working with suppliers and behavior of
Expected organizational who also acid quality employee interfaces
competencies
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10. Product perceived value is based upon:
• Actual price asked and the relativity to prices for the same or
similar product offered elsewhere.
• Perceived quality, service and image associated with the brand
product.
• Convenience of purchasing method or channel, and its
congruence to the needs of the customer.
• Consumer difficulty in ability to assess the benefits/relative
price of the product.
• Experience associated with the purchase or consumption
process.
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11. The Differences between Marketing and Selling
“Selling and marketing are antithetical rather than
synonymous or even complementary. There will
always, one can assume, be a need for some
selling, but the aim of marketing is to make
selling superfluous.”
Ducker (1973:64)
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12. The sales and marketing concepts compared
The sales concepts focuses on products and uses
selling and promotion to achieve profits
through sales volume
The marketing concept focuses on customer
needs and utilizes integrated marketing to
achieve profits through customer satisfaction.
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13. The sales and marketing concepts compared
Focus Means End
Sales → Selling/products → Promotion →Profits through sales volume
concept
Marketing → Customer needs → Integrated →Profits through customer
Concept marketing to specific satisfaction
segments
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14. Four possible business philosophies:
1. Product-orientated company
2. System/technology-oriented company
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Product creation
SalesPromotion
Technology Product
Creation
Product
Formulation
Promotion Sales
15. Four possible business philosophies:
3. Market-orientated company
4. Integrated company
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Marketing
Research
Product
Creation
Product
Formulation
Promotion Sales
Marketing
Research
Promotion SalesProduct
Creation
Product formulation and company-wide marketing principles incorporated
16. Marketing Orientation
• It is a management orientation or philosophy.
• It encourages exchange to take place.
• It involves long- and short-term planning.
• It requires efficient, cost effective methods.
• It requires the development of an integrated
company environment.
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17. Transaction Marketing Relationship Marketing
Short-term orientation: sale as end result Long term orientation, the sale is only the beginning
‘Me’ orientated ‘We’ orientated
Focus on achieving a sale Focus on retention and repeat sales
Emphasis on persuasion to buy Stress on creating positive relationships
Need to win, manipulation Providing trust and service
Stress of conflict of achieving a transaction Partnership and cooperation to minimize defection and provide
longer-term relationships (with customers or strategic alliances, joint
ventures, vendor partnering, etc.
Anonymous customer won by conquest in a carefully planned event Individual profile of customer known so that a continuing process can
arrange
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The difference between transaction and relationship marketing
18. Tourism as a Service Product
Products
Service Good
Intangibility More Tangible
Perishability Often Storable
Inseparability Standardisable
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19. The Characteristics of the Service Product
Intangibility: it cannot be easily evaluated or
demonstrated in advance of its purchase.
Perishability: service products such as tourism, unlike
goods, cannot be stored for a sale on a future
occasion.
Inseparability: both service provider and costumer are
present when the service function occurs.
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20. Other Aspects of Tourism as a Service Product
1.Shorter aspects of tourism as a service delivery.
2.More personal.
3.Growing use of self-service.
4.Greater significance on managing evidence.
5.Complementarity is greater.
6.Easier copying of services.
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22. The Adoption of a Marketing Operation
Tourism marketing involves a number of special characteristics:
• Marketing is a philosophy with the overriding value that the
decision-making process of any organization has to be led by
the consumer’s needs, the marketplace and the company’s
assets and resources.
• Successful marketing requires a special organization structure
that believes in integrating the principles of consumer
orientation throughout the organizations.
• Marketing requires innovative methods of thinking and
planning so that new ideas are generated to take advantage of
opportunities or to improve existing methods of marketing.
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23. Criticisms of the Marketing Concept
• Environmental marketing impact
• Overemphasis on profitable products
• Invasion of privacy
• Waste of resources on tourism market
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24. A Societal Marketing Approach
• It is important to recognize that consumers are now better
educated and are competent to select products that are not
creating undue problems to society.
• If organizations or their products create problems, there are
articulate pressure groups and government legislation available
for consumer and environmental protection.
Three basic issues to consider:
• Consumerism
• Corporate social responsibility
• Ethics
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25. Some Points Relevant to Societal Marketing Approach
• Good business managers should be socially responsible to all
stakeholders related to the company and tourism offer so as to
minimize social costs.
• Managers should be honest in claims and promotions, not be
deceptive or agree to misleading advertising.
• The products offered should not cause harm or unacceptable
tourism impact and managers should communicate any risks
which are known to be associated with any product.
• Marketers should undertake not to adopt sales techniques
under the guise of its being research.
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