Understanding Marketing Marketing is the process of communicating the value of a product or service to customers for the purpose of selling the service Marketing is not sales maximization ID: 647029
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Slide1
Marketing Heritage TourismSlide2
Understanding Marketing
Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling the
service
Marketing
is not
sales
maximization
Marketing
is not advertising and promotion.
Marketing
is part of the management plan, but implements the mission and capacity identified in the management plan.
Marketing should achieve goals of the management plan and
Develop
facilities and services as tourism products
Identify
potential travelers and their needs and wants
Price
their products
Communicate
their appeal to target markets
Deliver
them to their customers’ satisfactionSlide3
Supply and Demand
in Marketing
Demand:
Increased
interest in culture, particularly as a source of identity and
differentiation
in the face of globalization.
Growing
levels of cultural capital, stimulated by rising education levels.
Aging
populations in developed regions.
Postmodern
consumption styles, emphasizing personal development rather
than
materialism.
Supply:
Development
of cultural tourism to stimulate jobs and income.
Cultural
tourism was seen as a growth market and “quality” tourism.
An
increasing supply of culture as a result of regional development.
The
growing accessibility of information on culture and tourism through
new
technologies.Slide4
De-marketing assets
Marketing can be used to promote or discourage who visits and hone the message about what visitors should expect.
Help maintain sustainability of assets
Many people given marketing responsibility have little real knowledge of marketing
Few cultural tourism attractions have formalized marketing plans with clearly-stated goals and objectives
Most attractions respond to consumer and travel trade demand, rather than leading it.Slide5
The numbers are not the message
Often assessment is
Number of visitors
Economic impact
3. Visitor satisfactionSlide6
What is unique about heritage tourism marketing?
Non-financial objectives have equal or stronger roles in the overall set of objectives than financial goals.
Conservation, education, awareness building, creating pride in one's past, or even religious contemplation
Tourists and local residents share the asset
Failure to recognize asset must be managed, at least in part for tourism use.Slide7
Who is the target market?Slide8
Thinking Strategically
1. What products do I choose to offer? Core benefit
2. What products do I choose not to offer?
3. What markets do I choose to target? What type of tourists
4. What markets do I choose not to target?
5. What competitors do I choose to compete with? positioning the asset as a preferred place to visit
6. What competitors do I choose to avoid?Slide9
Sustainable Competitive Advantages
They are substantial enough to make a difference; a marginal advantage is meaningless.
They are sustainable in the face of competitor reaction; in other words, they are immune to competitor actions.
They must be real or perceived to be real by the consumer and must also be seen to be valuable to the consumer.
They form a central platform in the overall positioning of the product.
They must be rare among current competitorsSlide10
The role of research in marketing
Must be customer focused
Outcome oriented
Must understand
Product offering
The target market
Underlying industry conditionsSlide11
The Four Ps: The Marketing Mix
Marketing mix is “the mixture of controllable marketing variables that the firm uses to pursue the sought level of sales in the target market.”
Product-- control the core product, and thus the experience, to reach the target
audience. (food
is important)
Price-- commensurate with the quality of experience, to increase or reduce access
Place -- distribution channels
Promotion--to prompt people into positive action after they have received information about the attraction. Effective communication will enable attractions to effectively segment the market and send messages that will appeal to the desired type of visitor. Slide12
Marketing is more than simply sales
It forms part of the overall management plan.
It is a tactical tool
used
to accomplish management objectives, including both financial and non-financial goals
To be effective it must be
Focused tightly
Strategic in its orientation
Based on a sound understanding of the marketplace
. (must have research)