The document discusses key concepts in marketing including definitions of marketing provided by Kotler and the American Marketing Association. It also summarizes characteristics of the tourism industry such as intangibility, inseparability, variability, perishability, and seasonality. Tourism products are described as high involvement due to their expense, complexity, and unrepeatable nature. The marketing management process and core marketing functions like information management, financing, pricing, and promotion are outlined. Finally, the document defines the marketing mix and integrated marketing communications approach.

1. CRIS EDREN DELA PEŇA
@universityofthevisayas

2. Marketing
Philip Kotler (2002)
“A social process by which individuals and groups obtain
what they need and want through creating and exchanging
products and value with others”
Kotler, Bowens, and Makens (2010)
“The art and science of finding, retaining, and growing
profitable customers”
American Marketing Association (2013)
“The activity, set of institutions, and processes of creating,
communicating, delivering, and exchanging offerings that have
value for customers, clients, partners, and society at large.

3. Characteristics of the Tourism Industry
Intangible
Tourism products cannot be
touched, smelled tasted, felt nor
heard prior to purchase. They cannot
be subjected to prior scrutiny. One
cannot examine nor test them before
purchase unlike consumer products
which can be sampled.
Inseparable
The tourism products cannot
be separated from the consumer.
When tourist avail of products and
services, they have to personally go
to where the products are.

4. Characteristics of the Tourism Industry
Variable
The tourism experience is
likely to be different depending
on when the product is availed,
who one is with, and how the
service providers deliver the
service at the time of
consumption.
Perishable
The tourism product is one
of the most highly perishable of
products. Perishability as used in
this context, refers to not being
able to forward inventory to the
next day.

5. Characteristics of the Tourism Industry
Seasonal
The seasonality of the
tourism product hinders it from
maximizing its profits all year round.
Hence, intensified marketing during
the lean season will help increase
demand for the products.
Substitutable
Competition in the tourism
industry is intensifying. With new
destinations emerging and
competing in the global
marketplace, one destination can
easily be substituted for another
destination.

6. Tourism as a High Involvement Product
Tourism products of high involvement mean that there is a
greater degree of thought or study involved prior to the purchase.
Expensive
Purchase of expensive
products is likely to go through
a long and detailed process of
canvassing and comparing of
brands, suppliers, and product
features.

7. Tourism as a High Involvement Product
Complex
Consumers may find complex
products difficult to purchase. The
difficulty may arise from the need
to understand the features or
details of the product.
Unrepeatable
The unrepeatable nature of
travel makes it a “once-in-a-
lifetime” purchase. With the
novelty-seeking behaviour of most
tourists and the high cost of travel,
travel purchases may not be
repeated or may be infrequent.

8. Marketing as a Management Process
1. Marketing Information System
2. Marketing Planning
3. Planning Tactical Campaigns
4. Marketing Operations
5. Monitoring and Control
The marketing management process involves the following key
processes:

9. Core Marketing Functions
1. Marketing Information Management - entails gathering
information about customers to better serve their needs
and improve decision making.
2. Financing – involves planning to ensure that resources are
available to maintain and improve the business.
3. Pricing – ensures that the value and cost of goods and
services offered to customers will be at the level that
customers are willing to pay.
4. Promotion – prepares the various promotional strategies
that will enable the products to be introduced and sold to
the customers.
Marketing’s key functions include marketing information
management, financing, pricing, promotion, product/service
management, distribution, and selling, briefly discussed as follows:

10. Core Marketing Functions
5. Product/Service Management – involves designing,
developing, maintaining, improving, and acquiring
products and services to meet the needs of the customers.
6. Distribution – involves bringing the products and services
to the customers in the best way possible.
7. Selling – is the ultimate measure of marketing success.
Strategies on following up the sale, closing the sale, and
making a repeat sale are crucial tasks of marketing.

11. The Marketing Mix
Kotler says that marketing facilitates
the exchange process and the
development of relationships by
carefully examining the needs and
wants of consumers,
• developing, a product or services
that satisfies these needs,
• offering it at a certain price,
• making it available through a
particular place or channel of
distribution,
• and developing a program of
promotion to create awareness
and interest.

12. Integrated Marketing Communications Approach
Integrated Marketing Communications is the process
of using all forms of promotion to achieve maximum
communications impact while maintaining a consistent
image for the products or services.
Factors that contributed to the growth of IMC:
* growth of technology
* incentive-based compensation
* consolidation of the retail industry
* database marketing

13. CRIS EDREN DELA PEŇA
@universityofthevisayas