Tourism Marketing Chapter 1 Flashcards

A collection of vocabulary terms covering the fundamentals of tourism marketing, its unique characteristics, management processes, and the 7Ps of the marketing mix.

Tourism marketing

promotes destinations, products, and experiences to satisfy tourists while achieving business goals.

Tourism product

A combination of transportation, accommodation, attractions, food, activities, and services; for example, a Boracay vacation includes flights, hotel, island hopping, restaurants, and souvenirs.

Intangible

• tourism products cannot be inspected before purchase.

Inseparable

• production and consumption happen at the same time.

Variable

• service quality changes depending on the people involved, the time, and the situation.

Perishable

• unsold inventory cannot be stored for later use.

Seasonal

• demand changes throughout the year.

Substitutable

• tourists can easily choose another destination.

High-Involvement Product

• Tourists spend time comparing because trips are expensive.

Philip Kotler (2002)

• Defined marketing as a social process by which individuals and groups satisfy needs and wants by creating and exchanging value with others.

Kotler, Bowens & Makens (2010)

• defined marketing as the “art and science of finding, retaining, and growing profitable customers”.

American Marketing Association (2013)

• Framed marketing as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, partners and society.

Marketing Information System (MIS)

• Collecting and analyzing ongoing customer, competitor, and market trends data.

Marketing Planning

• Analyzing external environment conditions (using SWOT/PEST) and establishing clear, measurable growth targets.

Planning Tactical Campaigns

• designing specific, practical promotional actions aligned with target goal.

Marketing Operations

• Executing campaigns, coordinating across departments (like the front desk, kitchen, and sales) and adjusting tactics on the ground.

Monitoring and Control

Evaluating financial results, tracking sales metrics and addressing customer feedback.

Ex. reviewing online guest reviews and monthly revenue reports to measure campaign return on investment (ROI).

7 functions of marketing

• Product management

• Financing

• Selling

• Pricing

• Distribution

• Promotion

• Marketing Information Management

Marketing Information Management

• Entails gathering of information about customers to better serve their needs and improve decision making.

Financing

• involves planning to ensure that resources are available to maintain and improve the business.

Pricing

• Ensures that the value and cost of goods and services offered to customers will be at the level that customers are willing to pay.

Promotion

• prepares the various promotional strategies that will enable products to be introduced and sold to customers.

Product or services management

• involves designing, developing, maintaining, improving, and acquiring products and services to meet customer needs.

Distribution

The function of bringing products and services to customers in the best way possible.

Selling

The ultimate measure of marketing success, involving strategies for following up, closing the sale, and securing repeat sales.

Philip Kotler

According to _______ is the set of controllable variables that a firm can use to influence the buyer’s response.

Product=________

Place = ________

People = ________

And _______

price, promotion, process, high involvement product

7Ps of Marketing Mix

Product, Price, Place (distribution), Promotion, People, Process, and Physical Evidence.

7 P’s

• Are called elements of marketing and together they constitute the marketing mix.

• All these are inter-related because a decision in one area affects decisions in other areas.

Hitting the Mark

Marketing means: _______

According to Peter Drucker:

“Marketing aims to make selling superfluous. The aim is to know and understand customers so well that the product or service fits them and sells itself.”

• This does not mean that selling and promotion are unimportant but are part of a larger set of marketing tools that work together to produce satisfied customers.

Product

• refers to the goods and services offered by the organization.

• can be described as a bundle of benefits which a marketer offers to the consumer for a price.

• can also take the form of a service like an air travel, telecommunication, etc.

Price

• Is the amount charged for a product or service.

• It is the second most important element in the marketing mix. Fixing the ____ of the product is a tricky job. (Many factors like demand for a product, cost involved, consumer’s ability to pay, prices charged by competitors for similar products, government restrictions etc. must be kept in mind while fixing the price.)

Place

• Goods are produced to be sold to the consumers.

• They must be made available to the consumers at a place where they can conveniently make purchase. So, it is necessary that the product is available at shops in your town.

Promotion

• If the product is manufactured keeping the consumer needs in mind, is rightly priced and made available at outlets convenient to them but the consumer is not made aware about its price, features, availability etc, its marketing effort may not be successful.

 

People

• Anyone who meets your customers will make an impression, and that can have a profound effect on the customer satisfaction.

• The reputation of your brand rests in your people’s hands.

Process

• The process of giving a service, and the behavior of those who deliver are crucial to customer satisfaction.

• Issues such as waiting times, the information given to customers and the helpfulness of staff are all vital to keep customers happy.

Physical Evidence (Marketing Mix element)

• A service cannot be experienced before it is delivered. This means that choosing to use a service can be perceived as a risky business because you are buying something intangible.

• This is uncertainty can be reduced by helping potential customers to “see” what they are buying.

Integrated Marketing Communication (IMC) Approach

• Integrated marketing is a strategic approach that combines various marketing channels, promotional tools and tactics to create a unified, consistent brand message and brand experience to the target audience, ensuring that all marketing efforts work together harmoniously to achieve business objectives.

   

Characteristics of effective IMC

Consistent, Customer-centered, Coordinated, Interactive, and Strategic.