LESSON 11

TOURISM
MARKETING

Myles Alliah Alotaya &

Jaime Jon Flores
DEFINITION OF MARKETING
DEFINITION OF MARKETING

“Marketing is the management

process responsible for identifying,
anticipating, and satisfying customer
requirements profitably.”

—CHARTERED INSTITUTE OF
MARKETING, UK
DEFINITION OF MARKETING

“Systematic & coordinated execution of business

policies, both private or public sector tourism
organizations operated at the local, regional or
international level to achieve the optimal satisfaction
of the needs of identifiable tourist groups, and in
doing so to achieve an appropriate return.”

—KRIPPENDORF
DEFINITION OF MARKETING

Marketing consist of all activities necessary to bring a product or

service from the manufacturer to the end user. These includes :

1. The product or service itself;

2. The methods of distribution;
3. The methods of pricing;
4. The methods of promotion;
5. The form of selling; and
6. The form of advertising.
MARKETIN
G
SERVICES
MARKETING SERVICES

Characteristics of Services:

 Intangibility
 Heterogeneity
 Temporary Ownership
 Perishability
 Inseparability
MARKETING
ORIENTATIO
N
MARKETING ORIENTATION

When there is more supply than demand, the consumer orientation is

used. Consumer orientation places the needs and wants of the tourist
foremost in the mind of the marketer who seeks to provide a product or
service that will satisfy those needs and wants. Another orientation is the
social-marketing approach or societal orientation which focuses on the
satisfaction of tourist needs and wants while respecting the long-term
interest of the community.
MARKETING
SEGMENTATIO
N
MARKETING SEGMENTATION

The 4 criteria that have been develop by which a market segment

can be constructed. These are:

1. Socioeconomic;
2. Product-related;
3. Psychographic; and
4. Geographic
MARKETING SEGMENTATION

Socioeconomic criteria are the most commonly

used at present due to the ease of collecting data,
the comparability of such information through
census, as well as media data, and the fact that
such data is easy to understand and apply.

1) Socioeconomic or Demographic
Segmentation
MARKETING SEGMENTATION

A major of the product-related criteria is

that the information gained is directly
related to the particular product in
question.

2) Product-Related Segmentation
MARKETING SEGMENTATION

This segmentation technique, although expensive and

difficult, is useful in describing segments. It can best be
used in highlyspecialized and extensively-develop
markets to supplement the information gained from
simpler analysis.

3) Psychographic Segmentation
MARKETING SEGMENTATION

Geographic consideration are very important

in tourism. At present, destinations use
geographically-based studies to identify
primary, secondary, and in some cases
tertiary markets.

4) Geographic Segmentation
PRODUCT
LIFE CYCLE
PRODUCT LIFE CYCLE

1. Introduction
2. Growth
3. Maturity
4. Saturation
5. Decline
STRATEGIC
MARKETING
PROCESS
TRATEGIC MARKETING PROCESS

A strategic marketing process can be divided into

3 elements:

1. Market planning;
2. Target market selection; and
3. The marketing mix selection.
MARKET
PLANNING
PROCESS
MARKET PLANNING PROCESS

There are 7 steps in the market planning process.

1. Collection of data
2. Analysis of data
3. Identification of alternative strategies of reaching the
desired goal
4. Cost-benefit analysis
5. Selecting alternatives and plan formation
6. Control procedures
7. Plan information
TARGET
MARKET
TARGET MARKET

After segment have been identified, the business or

community must select the "target markets", those segments
which offer them the greatest opportunity. Estimate the
approval of an area’s attractions. This includes the degree of
interest of the tourist on the area and the length of time the
tourist will spend visiting it.
TARGET MARKET

When determining target markets, consideration should be given to:

1. existing and future sales potential of segment;

2. the amount ans strength of competition for each segment;
3. the ability to offer a marketing mix which will be successful in
attracting each segment;
4. the cost of servicing each segment; and
5. each segment's contribution to accomplishing overall
business/community objectives.
SELECTING A MARKET STRATEGY
ELECTING A MARKET STRATEGY

There are six in determining a market strategy. These are:

1. Identifying the market segment;

2. Determining the preferences of the market segment;

3. Determining what influences the segment most-price, product image, sales

persuasion, customer service, product availability, among others;

4. Realizing the importance of the two clients-the traveler and the travel
intermediary such as the travel agent or tour operator;

5. Determining the marketing mix that will influence the segment identified; and

6. Establishing a price policy that will maximize profits by balancing the number
of tourists with the capacity of the attraction.
MARKETING MIX

The marketing mix is the combination of

elements-product, price, promotion, and
distribution that interact and complement each
other to attain the objectives of the market
plan.
MARKETING MIX

7 P's of Marketing

Product
Price
Place
Promotion
People
Process
Physical Evidence
 LESSON 11

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