TOUR MARKETING REVIEWER T204

MARKETING SIGNIFICANT CHARACTERISTICS

- is a process that satisfy the needs and 1. VARIABILITY (VARIABLE)
wants of the customer primarily the - It changes because the service provider
wants by the use of Marketing Mix the is not the same.
product, price, place, promotion with an 2. INSEPERABILITY (INSEPERABLE)
end goal of earing profit. - Service provider and customer are
inseparable.
DIFFERENCE OF NEEDS AND WANTS
3. INTAGIBILITY
NEEDS WANTS - Services are intangible that is why the
- The things you - It does change customers are looking for a tangible
need to from time to evidence such as feedbacks.
survive such time. 4. PERISHABILITY (PERISH)
as food, water, - More specific - Services cannot be stored because it is
house, and
intangible.
air.
Example: I want Example: I want - If service providers are to minimize
food. chicken joy. revenue, they must manage capacity
*If the customer wants apple give them apple. and demand.
- Unsold inventory from the previous day
MARKETING MIX (4P’S) cannot be earned forward to the next
day.
- The four P’s of marketing. These are the
5. SEASONALITY (SEASONAL)
key elements involved in planning and
- Services have peak and off peak season
marketing a product or service, and they
depending on demand due to weather
interact significantly with each other.
and visitor behavior.
END GOAL
PEAK demand price
- To earn profit. OFF-PEAK
(LEAN demand price
SERVICE BASED INDUSTRY SEASON)
4 P’S PEOPLE PROCESS PHYSICAL
4 P’S EVIDENCE 6. SUBTITUTABILITY (SUBSTITUTE)
4 P’S
YOU - One destination can easily be
substituted for another destination.
4 P’S
SERVICE
PROVIDER TOURISM AS A HIGH INVOLVEMENT
PRODUCT
GOOD SATISFY
CUSTOMER WANTS HIGH LOW
ECPERIENCE INVOLVEMENT INVOLVEMENT
EXPENSIVE
-because you need to INEXPENSIVE
pay for the travel fare,
hotel accommodation,
FEEDBACK NEG IMPROVE food, and other
activities.
K 4 P’S COMPLEX
-it is a combination of a SIMPLE
TAKE IT lot of products /
services.
POSITIVE
UNREPEATABLE
-because of the FAMILIAR
experience you had
when you are with your
family, friends,
colleagues are different
experiences.

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 TOUR MARKETING REVIEWER T204

CONSUMER MARKET AND MARKET MARKET TARGETING

MARKET UNDIFFERENTITATED
- Set of actual and potential buyers of a product. - One strategy
- Whole market
Actual Potential
naka-experience na Hindi pa naka experience
2 STRATEGIES
RETENTION STRATEGY ACQUISITION STRATEGY
-Frequent re-purchase can be a -You are widening your market
way to get the customer’s loyalty by acquiring new customers.
and they will become numb with
the price and time even though it
is pricey they are willing to pay and
to wait.
*you are going to prioritize those actual and potential buyer because without
the actual buyers you will not have loyal customers, and without the potential
buyers you are not able to widen your market.

THREE (3) STEPS TO TARGET A MARKET:

1. MARKET SEGMENTATION
2. MARKET TARGETING DIFFERENTIATED
3. MARKET POSITIONING - Every target market they have different
marketing mix.
- Marketing mix A cannot be use in other
MARKET SEGMENTATION market, it supposed to be in market A
also.
- Resources of the businesses are limited
that is why we need to segment to save
the limited resources and give them to
your target market.
GEOGRAPHIC SEGMENTATION
- Location (similarity)

DEMOGRAPHIC SEGMENTATION
- Basix profile characteristic

*Geographic and Demographic segmentation are the

general ways to segment. We cannot pinpoint the exact
customers when you use these two segmentation. CONCENTRATED

PSYCHOGRAPIC SEGMENTATION - Specific target

- One marketing mix
- Preference ( gusto/ kagustuhan) - Focused on the specific target market.
BEHAVIORAL SEGMENTATION
- Frequency purchase (dalas ng pagbili)
- Benefits

*Psychographic and behavioral segmentation are the

specific way to segment your customers.

POSITIONING
EXAMPLE OF TARGET MARKET:
- Top of mind, to be the top of mind of the
Students (DEMO) of CCA (GEO) who are coffee lovers customers you need to wait for the time
(PSYCHO) who purchase coffee every day. (BEHAVIORAL) and also the quality of your product is
also one of the factors you needed.

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 TOUR MARKETING REVIEWER T204

UNIQUE SELLING PROPOSITION

- Ano ang kaibahan ng produkto mo.
- Ano ang meron and produkto mo na
wala ang ibang produkto.

EXAMPLE:

Bumibili ka ng Iphone 15, pinagpipilian mong store is SM

or MARQUEE tapos sa MARQUEE may libreng airpods
pero sa SM wala kaya pinili mo si MARQUEE.

USP:Merong airpods si Marquee.

COMPETITIVE ADVANTAGE
- What something advantage
- Products advantage over competitors
- Something valuable

EXAMPLE:

Bumibili ka ng Iphone 15, pinagpipilian mong store is SM

or MARQUEE tapos sa MARQUEE may libreng airpods
pero sa SM wala peo mas pinili mo yung sa SM kase
alam mo na quality yung mga product at walang value
sayo ang airpods..

CA: Walang value sayo ang aipods.

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