CHAPTER 10 TOURISM MARKETING Flashcards
(24 cards)
consists of all those activities necessary to bring a product or service from the manufacturer to the end of user.
Marketing
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 efforts.
Marketing Orientation
-The second aspect of the definition of tourism marketing is the selection of tourism demand.
-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.
Marketing Segmentation
are the most commonly used at present due to the ease of collecting data, the compatibility of such information through census, as well as media data, and the fact such data is easy to understand and apply.
Socioeconomic criteria
T or F: A major advantage of product-related criteria is that the information gained is directly related to the particular product in question.
T
This segmentation technique, although expensive and difficult, is useful in describing segments.
PSYCHOGRAPHIC SEGMENTATION
Geographic considerations are very important in tourism.
GEOGRAPHIC SEGMENTATION
stages that a new product goes from inception to decline. These are:
Introduction -
Growth -
Maturity -
Saturation -
Decline -
The introductory phase of the product life cycle require high promotional expenses and visibility.
Introduction
the product or service is accepted by consumers.
Growth
At this stage, the mature product is well-established in the market place.
Maturity
At this stage, sales volume reaches its peak. The product or service has penetrated the market place to its highest degree.
Saturation
advertising expenses are lower. There are few competitor
Decline
Data can be collected in two ways- from secondary sources and from primary sources.
Collection of data
Data is usually organized and interpreted.
Analysis of data
in most cases, there are several ways to arrive at a desired goal.
Identification of alternative strategies for reaching the desired goal
The cost-benefit analysis of several methods for reaching the goals would indicate which of the alternatives or combination of them would be best from a financial standpoint.
Cost-benefit analysis
After the variables and cost-benefit for each are identified, it is then decided which one should be carried out by the other organizations.
Selecting alternatives and plan information
These are methods that analyze the progress made in achieving the goals of the project.
Control procedures
Putting into effect the plan of action and supervising it.
Plan information
T OR F: The behavioral characteristics of potential travelers is very important in identifying target markets. People travel for different reason.
T
is the combination of elements-products, price, promotion, and distribution that interact and complement each other to attain the objectives of the market plan.
MARKETING MIX
A vacation consists of several parts or products such as transportation, accommodation, food and beverages, sightseeing, entertainment, and souvenirs. Several providers will offer one or more of these products or services.
Product
is the result of supply and demand. When supply exceeds demand, price tends to decrease. It is influenced by competition.
Price
