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    Lesson 1 - Introduction To Marketing

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    Lesson 1 - Introduction To Marketing

    Uploaded by

    mafiataguro
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    Lesson 1 - Introduction to Marketing

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    2 views24 pages

    Lesson 1 - Introduction To Marketing

    Uploaded by

    mafiataguro

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    Introduction

    to Marketing

    Ma. Catrolina R. Martinez, MSTM, CGSP, FRIHosM, CTMP


    Prgram Head – BS Tourism Management
    Ma. Carolina R. Martinez, MSTM, CGSP,
    FRIHosM, CTMP

    • BS Tourism
    • MS Tourism Management
    • Doctor of Hospitality Management
    Welcome to the Wonderful World
    of Marketing
    What is Marketing
    • Marketing is the process of creating,
    communicating, delivering, and exchanging
    offerings that have value for customers, clients,
    partners, and society at large.
    • It's about understanding what people need and
    want, and then creating products and services
    that meet those needs.
    • It's also about communicating the value of those
    offerings to potential customers and convincing
    them to buy.
    The evolution of
    marketing concepts
    • Production orientation

    • Sales orientation

    • Marketing orientation

    • Personal marketing orientation


    Production orientation

    • Dominated business operation


    approaches until mid 1950s
    • Concerned with product supply issues
    • Supply shortage comparing to mass
    demand
    • Common belief: supply creates its own
    demand
    Sales orientation

    • Mid 1950s to early 1970s


    • More business efforts on sales promotion
    strategies and advertisements
    • Still lack of attention to customers’ needs
    Marketing orientation

    • Starting from early 1970s


    • Competitive business environment
    • Unprecedented attention to consumer
    needs and wants
    • Customer centred and market-driven
    business practices
    Personal marketing
    orientation
    • Propelled by technology
    • Tailor marketing programs to the individual
    • Mass customisation
    • Customer relationship management
    (CRM)
    • Database marketing
    Definitions of marketing 1

    • Philip Kotler (2003): a societal process by


    which individuals and groups obtain what
    they need and want through creating,
    offering, and freely exchanging products
    and services of value with others
    Definitions of marketing 2

    • American Marketing Association (AMA)


    (1995): the process of planning and
    executing the conception, pricing,
    promotion and distribution of ideas, goods,
    and services to create exchanges that
    satisfy individual and organisational goals.
    Definitions of marketing 3

    • AMA (2004): an organizational function


    and a set of processes for creating,
    communicating and delivering value to
    customers and for managing customer
    relationships in ways that benefit the
    organization and its stakeholders.
    7 P’s of TOURISM
    • PRODUCT
    – Defining and communicating the
    distinguishing characteristics of the product to
    consumers is the key to successful marketing.
    PRICE

    • The actual cost of providing the product


    • Industry standards
    • Profit Margin
    • Value for money
    • Image and standard
    PLACE

    • Distribution is concerned with how to get


    the product to the market.
    • Two main categories of distribution are:
    – Direct Distribution means that company
    takes full control of taking the tourism product
    to the market.
    – Indirect Distribution the company exercises
    less control over the process of reaching your
    market
    PROMOTION

    • The most important consideration to bear


    in mind while selecting communication
    channels and tools are:
    – What is the best type of communication
    channel to use that will reach target market?
    – What is the communication objective?
    – What is the most cost effective type of
    communication channel?
    PROCESS

    • There are different type of processes


    involved in running a tourism business for
    example administration, training, planning
    and strategizing, recruitment, distribution,
    purchasing and service delivery.
    • It is important to ensure that these
    processes are planned and carried out
    properly so that operations run smoothly
    and problems are rectified quickly.
    PEOPLE
    • In tourism business service forms a large part
    of the product offering. Service invariably
    involves front line people and it is here that a
    tourism offering can really do well or fall
    miserably.
    • It is extremely important to ensure that all
    staff dealing with the customers carry out
    excellent service delivery at all times.
    • Due to the strength of word-of-mouth
    promotion in the tourism industry, service
    excellence is paramount.
    PHYSICAL EVIDENCE

    • The physical evidence of a tourism


    product refers to a range of more ‘tangible’
    attributes of the operations.
    • “Tangibalising” the product is a good way
    of giving positive and attractive hints or
    cues to potential customers with regard to
    the quality of the product.
    CORE MARKETING
    CONCEPTS
    • Needs – the most basic concept
    underlying marketing.
    – Human need is a state of felt deprivation.

    • Wants – the form human needs take as


    they are shaped by culture and individual
    personality.
    – How people communicate their needs
    – Terms and objects that will satisfy needs
    CORE MARKETING
    CONCEPTS
    • Demands – the form taken by wants when
    backed by buying power.
    • Product – anything that can be offered to
    satisfy the need or want.
    • Service – intangible product that is sold or
    purchased in the marketplace.
    • Customer value – consumer’s estimate of
    the product’s overall capacity to satisfy his
    needs. (benefit)
    CORE MARKETING
    CONCEPTS
    • Customer Satisfaction – depends on the
    product’s perceived performance in
    delivering value relative to a buyer’s
    expectations.
    • Quality – freedom from defects
    – Begins with customer’s needs and end with
    satisfaction.
    • Exchange – service recovery
    CORE MARKETING
    CONCEPTS
    • Transactions – marketing unit of
    measurement.
    • Relationship Marketing – building
    relationship with valued customers,
    distributors, dealers and suppliers.
    • Market – a set of actual or potential buyers
    who might transact with a seller.

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