2. Definition
American Marketing Association
The process of planning and executing the pricing,
promotion and distribution of ideas, goods, and services
to create exchanges that satisfy individual and
organizations.
Marketing – develops and maintains satisfying
exchange relationships between business and
consumers.
4. Target Market & Call to Action
Target market - customers are those who are most likely to buy
from you.
male or female?
How old are they?
Where do they live? Is geography a limiting factor for any reason?
What do they do for a living?
How much money do they make? This is most significant if you're
selling relatively expensive or luxury items.
A call-to-action (usually abbreviated as CTA) prompts your
target market to take action. It is, quite literally, a "call" to take
an "action."
The action could be anything
download an ebook
sign up for a webinar,
attend an event
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10. Our Marketing sections
Travel &
Tourism
International
Sports
Entertainment
Advertising
E-Commerce
E-Business
Teens affect
on Advertising
11. Travel and Tourism Marketing
Consumers demand the best of luxury products and
services - from hotels and destinations to resort
developments and cruise lines.
Their choices are emotionally charged with the
promise, anticipation, delight and gratification that
come from exclusive experiences and high - end
services.
T & T Marketing identifies the benefits and will trigger
the customer’s emotions
The 4 P’s of Marketing apply to T & T.
12. Product
The tourism product differs from other products due to
the wide range it covers, including such areas as
accommodations, transportation, food, recreation and
attractions.
Often the product includes intangibles such as history,
culture and natural beauty.
Many times the hospitality or tourism product is
viewed as more of a “service” in the customer’s eyes.
The closer we can determine how to satisfy the
customer’s needs, the more successful the destination
will be
13. Price
This refers to the amount customers pay for the
product or service provided.
A quality tourism experience at a fair price is what the
customer is looking for in most cases.
Pricing should be based upon clear-cut goals and
objectives: survival, profit maximization, market
share, competition or positioning.
14. Place
The place where the customer buys the tourism
product
Travel agents, tour operators and tour wholesalers are a
few examples of the distribution points for tourism
products.
For example: web sites like
http://www.jamaicatoursltd.com/item_list.php?com=s
how&type=tours&cat=1&affiliateid=
15. Promotion
A range of activities can be used to convince customers
to buy the product, including information kits, web
sites, advertising, personal selling, sales promotion,
travel shows, and public relations.
Utilize tourist information centers, such as welcome
centers.
Participation with your state, regional and local
tourism offices and associations.
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17. Entertainment Marketing
Influencing how people choose to spend their time
and money on entertainment
Entertainment as the product
Using entertainment to attract attention to other
products
Television, movies, theater, music (concerts),
amusement parks, circus, etc…
Professional Wrestling?
Sports or Entertainment?
18. Sports Marketing
Using sports to market products
Who is the TARGET MARKET?
Spectators of sports – potential customers for what
products? (List)
Finding their interests and planning your marketing
around it…sports marketing!
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20. Financial Impact of
Professional Sports
How much did the Great Recession impact pro sports? Many
teams have suffered downturns in revenue and valuation, but
for the richest franchises, life is still good.
21. Activity
Economist believe the economic value (how much it
costs) of a professional sports team does not measure
up to the social and psychological significance the
team brings to that city.
Brainstorm and list benefits, including financial
that might come to a community acquiring a
professional sports team.
Group of two or three
22. E-Commerce
A business model, or segment of a larger business model,
that enables a firm or an individual to conduct business
over an electronic network, typically the internet.
E-commerce operates in all four of the major market
segments:
business to business,
business to consumer,
consumer to consumer
consumer to business.
It can be thought of as a more advanced form of mail-
order purchasing through a catalog. Almost any product
or service can be offered via ecommerce, from books and
music to financial services and plane tickets.
23. E-Business
E-Business (electronic business) is using technology to
improve your business processes.
managing internal processes
human resources
financial and administration systems
external processes
sales and marketing, supply of goods and services, and
customer relationships
24. Internet Businesses - a Marketing Tool
Selling Goods and services “ONLY” On-line –
examples?
Proving access for others to advertise –examples?
Selling subscriptions to a website–
Selling admissions to a website-
25. Activities using E-Business
trading of goods or services online
electronic retailing (eTailing)
website marketing
online communications, such as email
online training for staff (eLearning).
26. Advantages
quicker and easier communications
strengthened marketing capabilities and reach
increased hours of operation (a website provides 24
hour 7 day information to existing and potential
customers)
access to broader information through research
reducing the cost of doing business by lowering
transaction costs and increasing efficient methods for
payment, such as using online banking and reducing
stationery and postage costs
the opportunities to adopt new business models and
develop tailored customer support.
27. Our Marketing sections
Travel &
Tourism
International
Sports
Entertainment
Advertising
E-Commerce
E-Business
Teens affect
on Advertising
28. International Marketing
A series of activities that creates an exchange across
national borders
Indentify the customer’s needs
Plan to meet those needs
More complicated –WHY ?
1. Goods and Services desired vary across cultures
2. Geographic competition, cultural, and legal differences
29. Global Marketing Strategies
1. Importing and Exporting
Giving foreign companies the right to sell the product
2. Joint Ventures
Companies in other countries “getting together”
3. Wholly Owned Subsidiary
Independent company owned by a parent company
Halmark>Binney & Smith >Crayola
30. What is making International
Marketing easier these days?
The World is getting smaller. Meaning?
Jet Travel
Advances in Technology
Internet
New Transportation Systems
Shipping
New Market Opportunities
Fall of Iron Curtain – opening trade in China
Economic Development of new markets
South America, Africa, Southeast Asia
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32. Political Factors
The political arena has a huge influence upon the
regulation of businesses, and the spending power of
consumers and other businesses. You must consider issues
such as:
1.How stable is the political environment?
2.Will government policy influence laws that regulate or
tax your business?
3.What is the government's position on marketing ethics?
4. What is the government's policy on the economy?
5. Does the government have a view on culture and
religion?
6. Is the government involved in trading agreements such
as EU, NAFTA, ASEAN, or others?
33. Economic Factors.
Marketers need to consider the state of a
trading economy in the short and long-terms.
This is especially true when planning for
international marketing. You need to look at:
1. Interest rates.
2. The level of inflation Employment level per
capita.
3. Long-term prospects for the economy Gross
Domestic Product (GDP) per capita, and so on.
34. Sociocultural Factors.
The social and cultural influences on business vary from
country to country. It is very important that such factors are
considered. Factors include:
1.What is the dominant religion?
2.What are attitudes to foreign products and services?
3.Does language impact upon the diffusion of products onto
markets?
4.How much time do consumers have for leisure?
5.What are the roles of men and women within society?
6.How long are the population living? Are the older
generations wealthy?
7.Do the population have a strong/weak opinion on green
issues?
35. Technological Factors.
Technology is vital for competitive advantage, and is a major driver of
globalization. Consider the following points:
1. Does technology allow for products and services to be made more
cheaply and to a better standard of quality?
2.Do the technologies offer consumers and businesses more
innovative products and services such as Internet banking, new
generation mobile telephones, etc?
3.How is distribution changed by new technologies e.g. books via the
Internet, flight tickets, auctions, etc?
4.Does technology offer companies a new way to communicate with
consumers e.g. banners, Customer Relationship Management (CRM),
etc?
