THC 313 Flashcards
The tourism product cannot be separated
from the consumer.
INSEPARABLE
Tourism product cannot be touched, smelled,
tasted felt nor heard prior to purchase.
INTANGIBILITY
One may have gone to the same restaurant
several times and have a different dining
experience each time.
VARIABLE
The tourism product is one of the most highly
perishable of products.
PERISHABLE
Seasonality does not only refer to seasons of
the year but also refers to behavioural
patterns of the travel market
SEASONAL
Competition in the tourism industry is
intensifying.
SUBSTITUTABLE
Decision making in the purchase of tourism
product is considered to be of high involvement.
TOURISM AS A HIGH INVOLVEMENT IN PRODUCT
GO THROUGH A LONG PROCESS AND DETAILED PROCESS OF CANVASSING AND COMPARING BRANDS..
EXPENSIVE PRODUCTS
THE DIFFICULTY MAY ARISE FROM THE NEED TO UNDERSTAND THE FEATURES OR DETAILES OF THE PRODUCT
COMPLEX PRODUCT
“ONCE IN A LIFETIME” TRAVEL EXPERIENCE
UNREPEATABLE NATURE
TOURISM MARKETING IS DEFINED?
CUSTOMER SATISFACTION IS AT THE CENTRE OF MARKETING
WHO SAID THAT “Social process by which individuals
and groups obtain what they need
and want through creating and
exchanging products and value with
others.”
PHILIP KOTLER
WHO SAID THAT “Arts and science of finding,
retaining, and growing
profitable customers.”
KOTLER, BOWENS, MAKENS
UPDATED SET OF INFORMATION?
MARKETING INFORMATION SYSTEM
SETTING UP OF OBJECTIVES AND AN EVALUATION OF MILESTONE
MARKETING PLANNING
PRACTICAL AND REALISTIC TACTICAL CAMPAIGNS ARE CONDUCTED
PLANNING TACTICAL CAMPAIGNS
IMPLEMENTING THE PLANNED STARTEGIC AND TACTICAL CAMPAIGNS
MARKETING OPERATIONS
ON GOING PROCESS OF EVALUATING SALES DATA AND FINANCIAL PERFORMANCES
MONITORING AND CONTROL
entails gathering information about
customers to better serve their needs and
improve decision making.
MARKETING INFORMATION MANAGEMENT
involves planning to ensure
that resources are available to maintain and
improve the business.
FINANCING
ensures that the value and cost of
goods and services offered to customers will
be at the level that customers are willing to
pay.
PRICING
prepares the various
promotional strategies that will enable the
products to be introduced and sold to the
customers.
PROMOTION
involves
designing, developing, maintaining,
improving, and acquiring products and
services to meet the needs of the customers.
PRODUCT/SERVICE MANAGEMENT
involves bringing the
products and services to customers in the best
way possible.
DISTRIBUTION
is the ultimate measure of
marketing success.
SELLING
It is a process of using all forms of promotion to
achieve maximum communications impact
while maintaining a consistent image for the
products or services.
INTEGRATED MARKETING COMMUNICATION
FACTORS THAT CONTRIBUTE TO THE GROWTH OF INTEGRATED MARKETING COMMUNICATION
- GROWTH OF TECHNOLOGY
- INCENTIVE BASED COMPENSATION
- CONSOLIDATION OF RETAIL INDUSTRY
- DATABASE MARKETING
