marketing process op 08
TRANSCRIPT
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Hillary Jenkins, Otago Polytechnic
Tourism Enterprises
- Marketing
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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 Concept
Selling Concept
Marketing versus Selling
FactoryExistingproducts
Selling & Promoting
Profits through sales volume
Starting Point Focus Means Ends
MarketCustomerNeeds
IntegratedMarketing
Profits through customer satisfaction
MarketCustomerNeeds
IntegratedMarketing
Profits through customer satisfaction
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Clients choose the product whose benefits
add up to the most satisfaction, given their
wants and resources
Needs, Wants and Demands
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With the client through the purchase of an
organisation’s products; this is the focal
point of all marketing activities
Process starts…..
• 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?
Process Continues
Airline ticket
• Identify who the consumers may be
• Analyse their needs – features or models
• Predict what type of attributes they may
require
Lets apply the Concept to a product
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)
Lets apply the Concept to a product
Internet
• Decide what type of marketing communication
should be used to inform potential customers
• Look at competitors product
Lets apply the Concept to a product
Greenpeace
• Aims to sell an idea
• Influence decision makers
• Change people’s behaviour
• Kotler Philip, Bowen John,
Makens James. (1999)
Marketing for Hospitality and
Tourism 2nd edition. Prentice-
Hall Inc. USA
References