PRESENTED BY :Deepak kumar Ankita Agarwal. Anuj Sharma. Avantika Bhatia. Ankita Roy.

Aashish

Marketing Concept
µMarketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.¶

The Tourism Marketing Mix : 

Set of controllable variables blended by organisations for selected market segments. The Price Place (distribution) Product Promotion

4P¶s of Marketing
Product ‡ Design ‡ Quality ‡ Range ‡ Brand name ‡ Features Price ‡ List price ‡ Discounts ‡ Commissions ‡ Surcharges ‡ Extras Promotion ‡ Advertising ‡ Sales promotion ‡ Salesmanship ‡ Publicity

The Marketing Mix

Place ‡ Distribution channels ‡ Methods of distribution ‡ Coverage ‡ Location

Product

Tourism products and services are designed for and continuously adapted to match changing needs, expectations and budget of the target market

PRODUCT LEVELS 

CORE PRODUCT.  BASIC PRODUCT.  EXPECTED PRODUCT.  AUGMENTED PRODUCT.  POTENTIAL PRODUCT.

RATER

RELIABILITY. ASSURANCE. TANGIBLES. EMPHATY. RESPONSIVENESS.

PLACE
Not only the location of the tourist attraction or facility but the location of points of sale that provide customers with access to tourist products eg. I-site, accommodation, cafe

Price
‡ Used to achieve predetermined sales volume and revenue objectives ‡ Price gives a product or service a perceived value in the eyes of the consumer

PROMOTION 

The most visible of the 4p¶s. 

Promotional techniques aim to increase awareness and demand for products.

Marketing Services
‡ Tourism is a service. ‡ Services differ from physical products, ± This needs to be taken into account when marketing them

How Tourism Differs
‡ Tourism is more supply-led than other services All ready have the product then research which market might be interested in purchasing it.
± Dunedin the destination is already here who wants to visit.

‡ Tourism product might involve the co-operation of several suppliers.
e.g. Package holiday

How Tourism Differs
‡ Tourism is a complex, extended product experience with no predictable critical evaluation point. Pre trip anticipation and post trip reflection While trips to the same destination may be the same different variables can make the trip different ± and hard to evaluate against

How Tourism Differs
‡ Tourism is a high-involvement, high-risk product to its consumers
± Involves committing large sums of money to something reasonably unknown

‡ Tourism is a product partly constituted by the dreams and fantasies of its customers.
± Unlike banking and car repair, tourism is not consumed for rational, functional purposes.

How Tourism Differs
‡ Tourism is a fragile industry susceptible to external forces beyond the control of its suppliers ± Tourism organisations sometimes have to make rapid responses to crises in the form of product redesign, price reductions or promotional damage limitation.

7 P¶s of Tourism Marketing
‡ Price ‡ Place ‡ Product ‡ Promotion ‡ People ‡ Process ‡ Physical Evidence

People
‡ Know who your target market is
± traveller or ± tourist? ± what do they expect?

http://flickr.com/photos/wolfgangstaudt/2242014640

People - Employees
‡ A tourism organisations most valuable resource ± Physical appearance, behaviour, knowledge and attitude has a powerful impact on customers perception of the tourism product ± Ensure uniform, grooming etc. conform to branding and target market

People - Employees
‡ Ensure staff are trained to ensure the product is delivered in accordance with the marketing strategic plan.
‡ Employees physically embody the product and are walking billboards from a promotional point of view ± Zeithaml & Bitner (1996)

Process
‡ Process is inseparable product ± If any part of the process is found to be unsuitable by the consumer, it could result in a negative evaluation of the whole product.

Physical Evidence
‡ Defined as the built environment owned and controlled by a tourism organisation. ‡ The tangible aspect of the tourism product.

Physical Evidence
‡ May be used to facilitate the service delivery process e.g. layout and signage. ‡ Communicates messages about quality, positioning and differentiation.

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