WEEK 1-3

Marketing

consists of all those activities necessary to bring a product or service from the manufacturer to the end user.

Tourism is a service

An intangible experience is being sold, not a physical good that can be inspected before it is bought.

Service

is usually composed of several components. Composed of transportation, lodging, food and beverage, attractions, activities, and the like.

Travel intermediaries

are necessity Because most tourist services are located far from their potential customers, specialized intermediaries or organizations are necessary to bridge the gap between the producer and the tourist.

Demand us highly elastic

There are a number of options available to consumers to satisfy a wide variety of tastes.

Marketing Orientation

Before embarking on a program to market tourism in general or a specific tourism product or service in particular, it is necessary to develop a philosophy or orientation to guide one’s marketing effort.

Product orientation

Emphasizes the products or services that are available. It may be successful if there is a surplus of demand over supply. Thus, the destination which offers the best product will get the tourist.

Consumer Orientation

When there is more supply than demand, the consumer orientation is used. It 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.

Societal Orientation or Societal marketing approach

Which focuses on the satisfaction of tourist needs and wants while respecting the long-term interests of the community.

Market Segmentation

The second aspect of the definition of tourism marketing is the selection of tourism demand. It is a universally accepted way of analyzing demand. It is the grouping together of people with similar needs and wants for the purpose of serving the market better.

Socioeconomic

It is 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.

Product Related

A major advantage of product related criteria is that the information gained is directly related to the particular product in question.

Psychographic

This segmentation technique , although expensive and difficult, is useful in describing segments. Information about an individual’s attitudes, interests, and opinions give a much closer picture of the segment being described.

Geographic

Geographic considerations are very important in tourism. At present, destinations use geographically based studies to identify primary, secondary, and in some cases, tertiary markets.

Product Life Cycle

This is useful to the markets as an additional guide on what strategies should be used in choosing, attracting, and serving target markets. It suggests that a product, service, or destination moves through distinct stages.

Marketing planning process

the objectives are stated and the methods of attaining them are identified.

Collection of data

Data can be collected in two ways-from secondary sources and from primary sources. The second method is expensive and time consuming.

Analysis of data

Data is usually organized and interpreted. This requires a great amount of skill and understanding.

Identification of alternative strategies

In most cases, there are several ways to arrive at a desired goal.

Cost benefit analysis

several methods for reaching the goals would indicate which of the alternatives or combination of them would be best from a financial standpoint.

Selecting alternatives and plan formation

After the variables and cost-benefit for each are identified, it is decided which one should be carried out by the other organizations.

Control procedures

These are methods which analyze the progress made in achieving the goals of the project.

Plan information

Putting into effect the plan of action and supervising it.

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.

Product or Vacation

consists of several parts or products such as transportation, accommodation, food and beverage, sightseeing, entertainment and souvenirs. Thus, each provider is interdependent upon the others to offer an attractive and satisfying vacation experience.

Price

is the result of supply and demand.

Systematic process

Concerning tourism, marketing is the ____ ______ by which an organization tries to maximize the satisfaction of tourist demand through research, forecasting, and the selection of tourism products and services to meet that demand.

Two ways

Data can be collected in ___ ways-from secondary sources and from primary sources. The second method is expensive and time consuming.

Satisfy

The philosophy of a consumer marketing orientation suggests that products should _____ the needs and wants of the customer.

Heavy Demand

There should be a _____ for the product or service from at least one important segment with the possibility of additional business from other segments of the market.

Suit the general image

New products or services should __ ___ ____ ___ of the destination area and complement existing ones.

Manpower, money and natural resources

New products and services should be offered in accordance with available supply of?

Profit and growth

Any added products or services should contribute to the ? of the entire destination.

Decrease / Increase

When supply exceeds demand, price tends to ?.

When demand exceeds supply, price tends to?.

Competition

Price is influenced by ?. If the product and services of an agency are similar to those of its competitors, its price will be similar to theirs. However, if its products and services are unique, it can charge more than its competitors.

Higher

Price is also related to the needs of the market segment that is served. If a destination is perceived by the members of the market segment as serving their needs and wants, they will be willing to pay a ? price.

Tourism Promotion

means stimulating sales through the dissemination of information. It means trying to encourage actual and potential customers to travel.

Communication System

is made up of the sender, receiver and message.

Common Understanding

For communication to take place, there should be a ___ _____between the sender of the message and the receiver of the message.

Sender or travel organization

The ? transmits certain information that will change people’s attitudes and create in them a desire to use the product or service.

Receiver or potential tourist

The ___ ____ The message can be verbal, visual, or written. For communication to take place, there should be a common understanding between the sender of the message and the receiver of the message.

Behavior Modification

The end goal of promotion is ____ _____. The goal is accomplished through messages that seek to inform, persuade, or remind the customers.

Information Promotion

is more important during the early stages of the product life cycle when owners of new resorts and other attractions will seek promotional outlets to inform the public of the facilities and amenities that would make their vacation experience worthwhile.

Persuasive Promotion

is used when attraction is in its early stage of growth, so its owners put very much promotional effort in devising persuasive messages and sending them through several channels.

Reminder Promotion

is important upon reaching a nature stage. Owners will then remind people of their positive experiences through messages that will serve to jog the memory and keep the product in the public’s mind.

Total process

Marketing is the __ ____ which includes all elements from production and product improvement to the final exchange of a product or service for something of value;

Marketing mix

promotion is one of the major elements in the___ ___.

Promotion planning

determines the objectives or goals the organization should strive to accomplish and the plan of action to attain these goals.

Common Theme

is necessary in establishing a market target. Promotion would be useless if the plan assumed that all people have the same travel inclinations.

Segmentation

provides the necessary guidelines for isolating the target market. It identifies people according to their socioeconomic status, social influences, personality features, attitudes, values, motivations, and expectations.

The message

which is chosen for the advertisement follows the goals and objectives of the

promotion plan. It should be understandable, distinctive, and believable. It is promoted in various ways to

make it visible until it becomes very familiar to potential customers. Its purpose is to create an awareness

of the attraction.

Advertising

Any form of paid-for, non-personal presentation and promotion of ideas, products, or services by a specific sponsor using some form of mass media

Personal Selling

An oral presentation to one prospective customers on a face-to-face basis;

Sales promotion

Activities, other than advertising and personal selling, that stimulate a purchase; These are directed toward the consumer or toward intermediaries. Examples are displays, shows, exhibitions, demonstrations, contests, give-aways; and

Public Relations

The presentation of ideas, goods, or services about an organization using mass media. Unlike advertising, it is not paid for. It is designed to create a favorable image of the product, service, or business unit.