11th Edition - 2009 Chapter 19: Tourism Marketing Tourism: Principles, Practices, Philosophies Part...

11th Edition - 2009 Chapter 19: Tourism Marketing

Tourism: Principles, Practices, Philosophies

Part Five: Essentials of Tourism Research and Marketing

• Become familiar with the marketing mix and be able to formulate the best mix for a particular travel product

• Appreciate the importance of the relationship between the marketing concept and product planning and development

• Understand the vital relationship between pricing and marketing

• Know about distribution systems and how this marketing principle can best be applied to a variety of travel products

• Be able to do market segmentation to plan a marketing program for the business you are most interested in

• Demonstrate the linkage between tourism policy and tourism marketing

Learning Objectives




Marketing Mix

The marketing mix is composed of every factor that influences the marketing effort

1. Timing

2. Brands

3. Packaging

4. Pricing

5. Channels of distribution

6. Product

7. Image

8. Advertising

9. Selling

10.Public relations

11.Service quality

12.Research




Product Life Cycle




Factors that InfluencePrice Policies

1. Product quality

2. Product distinctiveness

3. Extent of the competition

4. Method of distribution

5. Character of the market

6. Cost of the product and service

7.Cost of distribution

8.Margin of profit desired

9.Seasonality

10. Special promotional prices

11.Psychological considerations




Price Skimming

Skimming is appropriate when the product or service has the following characteristics:

• Price inelasticity

• No close substitutes

• High promotion elasticity

• Distinct market segments based on price




Penetration Pricing

• High price elasticity

• Economies of scales

• An easy fit of the product into consumer purchasing patterns

Penetration pricing is appropriate when the following factors are present:




Selection of Channels of Distribution

Channels of distribution are selected by:

1. Analyzing the product

2. Determining the nature and extent of the market

3. Analyzing the channels by sales

4. Determining the cooperation you can expect from the channel

5. Determining the assistance you will have to give to the channel

6. Determining the number outlets outlets to be used




Promotion

In order to sell the product it is necessary to:

1. Attract attention

2. Create interest

3. Create a desire

4. Get action




Typical Bases for Market Segmentation

• Geographic

• Demographic

• Socio-economic

• Psychographic

• Behavior patterns

• Consumption patterns

• Consumer predispositions




Typical Bases forMarket Segmentation

Typical bases for market segmentation. Source: W. Zikmund and M. D’Amico, Marketing, 3rd ed., copyright ©1984, New York: John Wiley & Sons, Inc.; adapted by permission of Prentice-Hall, Englewood Cliffs, N.J., from Philip Kotler, Principles of Marketing, copyright ©1980, p. 297.

© John Wiley & Sons, Inc, 2009

11th Edition - 2009 Chapter 19: Tourism Marketing Tourism: Principles, Practices, Philosophies Part...

Documents

Transcript of 11th Edition - 2009 Chapter 19: Tourism Marketing Tourism: Principles, Practices, Philosophies Part...