Marketing Process

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Tourism Enterprises - MarketingSupporting website

http://flickr.com/photos/chezjulia/148990573/

http://flickr.com/photos/chefranden/1020335644/

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MarketingSupporting website

What is Tourism Marketing?• Most people think it’s the same as

selling – the act of offering things for purchase

• What do you think it is?

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Marketing

• The process of creating, distributing, promoting and pricing goods, services and ideas to facilitate satisfying exchange relationships with clients in a dynamic environment.

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Marketing vs Selling

FactoryExistingproducts

Selling & Promoting

Profits through sales volume

Starting Point

MarketCustomerNeeds

IntegratedMarketing

Profits through customer satisfaction

Marketing Concept

Selling Concept

Focus Means Ends

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Needs, Wants and Demands

• Clients choose the product whose benefits add up to the most satisfaction, given their wants and resources

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Process starts…..

• With the client• through the purchase of an organisation’s products; this is the focal point of all marketing activities

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Process Continues• Organisations define products not as what they

make or produce but what they do to make their customer happy

• What is Cadburys (Dunedin) product?• Service?

• Who is their target market?

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Lets apply the Concept to a product

• Airline ticket

• Identify who the consumers may be• Analyse their needs – features or models• Predict what type of attributes they may require

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• Contiki Tour

• Estimate number who may want the product over several years and how many they will buy

• Determine how to access and service this market• Estimate the price consumers are willing to pay (will

you make a profit)

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• Internet

• Decide what type of marketing communication should be used to inform potential customers

• Look at competitors product

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Marketing with a product

• Greenpeace

• Aims to sell an idea• Influence decision makers• Change people’s behaviour

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References

• Kotler Philip, Bowen John, Makens James. (1999) Marketing for Hospitality and Tourism 2nd edition. Prentice-Hall Inc. USA

Business

Marketing Process