GDP- Gross Domestic Product

IMC- INTEGRATED MARKETING COMMUNICATION

UNIQUE CHARACTERISTICS OF THE TOURISM INDUSTRY

INTANGIBLE- Tourism product cannot be touched, smelled, tasted, felt
not heard prior to purchased.
INSEPERABLE- the tourism product cannot e seperated from the
consumer, when tourist avail of products and services, they have to
personally go to where the products are.
VARIABLE- the tourism experience is likely to be different depending on
when the product is availed.
PERISHABLE- the tourism product is one of the most highly perisheble of
products, perishability as used in this context.
SEASONAL- seasonality does noy only refer to seasons of the year or the
whatever the conditions.
SUBSTITUTABLE- competition in the tourism industry is intensifying.

HIGH INVOLVEMENT PRODUCT LOW INVOLVEMENT PRODUCT

EXPENSIVE INEXPENSIVE
COMPLEX SIMPLE
UNREPEATABLE FAMILIAR

TOURISM MARKETING DEFINED

Philip Kotler(2002) - marketing as a social process by which
individuals and groups obtain what they need and want through crafting
and exchanging products and value with others.

Kotler, bownerns and makens (2010) - marketing as the art and science
of finding, retaining, and growing profitable customers.

MARKETING AS A MANAGEMENT PROCESS

-MARKETING INFORMATION SYSTEM
-NARKETING PLANNING
-PLANNING TACTICAL CAMPAIGN
-MARKETING OPERATIONS
-MONITORING AND CONTROL

CORE MARKETING FUNCTIONS

-MARKETING INFORMATIONS MANAGEMENT
-FINANCING
-PRICING
-PROMOTION
-PRODUCT SERVICE MANAGEMENT
-SELLING

7P’S OF MARKETING MIX

PRODUCT
PRICE
PROMOTION
PLACE
PEOPLE
PACKAGING
PROCESS

FACTORS CONTRIBUTED TO THE GROWTH OF IMC

-GROWTH OF TECHNOLOGY
-INTERNET
-ADVERTISING AGENCY
-CONSOLIDATION OF RETAIL AGENCY
-DATA-BASED MARKETING

INTEGRATED MARKETING
-PRINT
-BROADCAST
-INTERACTIVE
-DIRECT RESPONSE
-OUTDOOR
-STRATEGIC PLANNING
-MEDIA PLANNING
-BRAND PARTNERSHIPS
-RESULTS TRACKING

KEY TERMS USEFUL IN ANY MARKETING PROCESS AND 3 STEPS TO

TARGET MARKETING
-MARKET SEGMENTATION, TARGETING, AND POSITIONING

DEFINITION OF A MARKET
-IS A SET OF ACTUAL AND POTENTIAL BUYERS OF A PRODUCT.
CHARACTERISTICS OF MARKET SEGEMENT
1. IDENTIFIABLE
2. COHESIVE
3. MEASURALE
4. ACCESIBLE
5. SUBSTANTIAL
6. ACTIONABLE

VARIABLES TO SEGMENT CONSUMER MARKETS

GEOGRAPHIC DEMOGRAPHIC
NATIONS AGE
STATES LIFE CYCLE
REGIONS GENDER
COUNTRIES INCOME
CITIES OCCUPATION
NEIGHBORHOODS EDUCATION
BARANGAYS RELIGION
TOWNS RACE

PSYCHOGRAPHIC BEHAVIORAL
SOCIAL CLASS SPECIAL OCCASIONS
LIFESTYLE BENEFITS SOUGHT
PERSONALITY USAGE RATE
USER STATUS
LOYALTY STATUS
BUYER READINESS

KOTLER ET AL(2010) FACTORS TO BE CONSIDERED IN COOSING A

MARKETCOVERAGE STRATEGY.
 COMPANYS RESOURCES
 DEGREE OF PRODUCT HOMOGENEITY
 MARKET HOMOGENEITY
 COMPETITORS STRATEGY

THREE POSITIONING CONCEPTS

 UNIQUE SELLING PROPOSITION
 COMPETITIVE ADVANTAGE
 TOP OF MIND
BUYER DECISION PROCESS
 PROBLEM RECOGNITION
 INFORMATION SEARCH
 EVALUATIONS OF ALTERNATIVES
 PURCHASE DECISION
 POST PURCHASE EVALUATION

BENEFITS OF SERVICE QUALITY

 CUSTOMERS RETENTION
 AVOIDANCE OF PRICE COMPETITION
 RETENTION OF GOOD EMPLOYEES
 REDUCTION OF COSTS

MOSCOW HIERARCHY OF NEEDS