Topic 2: Marketing

Marketing

The process of stimulating potential customers and clients in your products and/or services.

involves researching, promoting, selling, and distributing your products or services.

is the management process responsible for identifying, anticipating, and satisfying customer requirements profitably.

is the activity, set of instructions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

OLD view of marketing

making a sale “telling and selling”

NEW view of marketing

Satisfying customer needs

Tourism as a High Involvement Product

there is a greater degree of thought or study involved prior to the purchase. Marketing plays a vital role in the purchase of high involvement products. It leads consumers to think about the product and its features as well as to assure them of its quality. It helps clarify doubts and lessen risks involved in the purchase of the products. Since tourism products and services are high involvement products, customers also demand a high level of satisfaction.