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Marketing
- process of planning and executing pricing, promotion and
- distribution of good and services to create exchanged that satisfy objectives.
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Marketing is important why:
- Focus on what sets them apart from the
- competition
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Steps-Selling concept
- Starting point-factory
- Focus-Existing products
- Means-selling and promoting
- Ends-Profit through sales volume
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Steps-Marketing concept
- Market
- customer needs
- Intergrated marketing
- Profits through customer satisfaction
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Define the: Marketing Concept
- Catering to the needs and wants of target markets to deliver and meet expectations better
- than the competitors
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Marketing Process: Art & Science
Create value for customer and build customer relationships
- 1. Understand the market (need
- & wants)
- 2. Design customer driven
- marketing strategy
- 3.Construct marketing program
- that delivers better value
4.Build profitable relationships
5. Capture value from customers
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The 4 P’s:
- Product
- Price
- Place
- Promotion
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Tourism Marketing
combination of tangible and intangible products – selling the experience
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Characteristics of Service:
- -Intangibility
- -Inconsistency
- -Inseparability
- -Perishability
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Influences on Marketing Strategy:
- Controllable: 4 P’s
- Uncontrollable: Marketing Environments (outside environments)
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Environmental Influences:
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Competition
- Regulatory
- Economic
- Social/cultural
- Technology
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Importance of a Marketing Plan:
- -Establish goals
- -Strategy to meet current market needs
- -Terms of reference
- -Budget resources
- -Measure success
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Marketing Plan:
- -Written
- -Short term
- -Details how organization will achieve its marketing goals
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Strategic Marketing Plan
- Written
- Long term (3 or more years)
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A Marketing Plan answers to ask yourself:
What is our mission/vision?
What are the goals?
Who are the markets?
- Who are the competitors?
- -How do we want to position ourselves
- against the competition?
- -What strategy will we use to attain that
- position?
- -What is the status of the industry?
- -What resources do we need?
- -How will we measure success?
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Marketing Plan includes:
- -Business Overview
- -Marketing Objectives/Goals
- -Situational Analysis
- -Target Markets
- -Positioning & Marketing Strategy
- -Budget & Action Plan
- -Evaluation
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Marketing plan----Positioning & Marketing Strategy--- --Other P’s:
- People
- Process
- Physical facilities
- Packaging
- Partnerships
- Programming
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Marketing Concept:
- -Determine market
- -Assess needs
- -Assess competition
- -Determine positioning
- -Design strategy
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Different Markets:
- Consumer
- Business – industrial or commercial
- Government
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Markets are:
segmented using different variables and require a revised marketing strategy for each market segment.
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Marketing Segmentation, Targeting and Postion.
- Marketing segmentation
- Target Marketing
- Marketing Positioning
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Marekting Segmentation
Identify bases for segmenting the market develop segment profiles.
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Target marketing
develope measure of segment attrativeness -selet market segments
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Marketing Positioning
- develop positioning for tagerting segments
- Develope market for each segment.
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Segmenting a market:
- Geographic – world, region, country, city, climate
- Demographic – age, sex, life cycle, income, job
- Psychographic – lifestyle, personality
- Business – geographic, product/service, type
- Government – federal, provincial, municipal
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Successful Positioning
- -Identify competitive advantages (opportunities)
- -Choose the right competitive differentiation (strengths)
- -Select an overall positioning strategy
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Designing Marketing Strategies:
- -Determine market segments – assess needs
- -Determine positioning in relation to competitors
- -Design marketing strategy
- -Monitor and adapt position
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Model of Buying Behavior: Marekting and other stimuli
Marketing- Product, price, place, promotion
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Model of Buying Behavior:
- Marketing and other stimuli
- Buyers black box
- Buyers responses
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Buyers black box
- Buyers charerteristics
- Buyer decisionprocess
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Buyers responses
- Product choice
- Brand choice
- Dealer choice
- Purchase timing
- Purchase amount
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Consumer Buyer Decision Process
- Need Recognition
- Information search
- Evaluation of alternatives
- purchase decision
- postpurchase behavior
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Factors influencing buyer behavior
- Cultural- culture, subculture, social glass
- Social-reference groups, family, roles & statues
- Personal-age, life cycle stage, occupation, Econmic situation, lifestyle, personality and self-concept
- Psychological-Motivation, perception, learning, beliefs & attitudes
- Buyers
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Tourism Push-Pull Motivations:
- Push-Needs and wants
- Pull- Attributes
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Tourism Push-Pull Motivations:
Push: needs & wants
- - Health & fitness
- -A Desire for escape
- -Rest & relaxatio
- -Adventure
- -Prestige
- -Social interation
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Pull: attributes
- -Beaches
- -Recreation facilities
- -Historic sites
- -Cultural resources
- -Undistributed nature
- -Ease of access
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