Marketing wykłady

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Marketing wykłady

WSTiE
Marketing in Tourism
dr Anna Sobczyk-Kolbuch
Opracowanie: dr Anna Sobczyk-Kolbuch
Semestr letni 2012
1.
2.
3.
4.
AGENDA
Marketing – the essence and features.
Clasical and modern concepts of marketing
Evolution of enterprises` activities on the
market – the origin of marketing concepts
Concepts of marketing mix – 4P, 5P, 4C
Marketing conditions in different market
sectors (industry, consumers, service
marketing) – green marketing, marketing in
tourism as a service concepts
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5. Functions and rules of marketing in tourism
6. Market segments – process of segmentation
7. Marketing research in tourism
8. Product
9. Price
10.Distribution
11.Promotion
Discussion – case studies – questions
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Exam rules:
1) Case studies
2) Test
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Main terms connected with marketing
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Marketing – the definition
Classical concept:
Marketing = the set of activities that deal with the process of
selling goods and services, that use specific methods and
techniques which influence consumers` (or buyers`)
behaviour
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Marketing – the definition
Modern concepts:
Marketing = the aspiration to make consumers (buyers) the most
satisfied because of activities that company presents on the market
A satisfied consumer is one of a company`s assets, so knowlegde on
his needs, wants and expectations becomes the most important task
in modern marketing
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Classical concept (narrow perspective)
Marketing means appropriate planning, coordination
and controlling all company`s activities on potential
and current markets (target markets)
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Classical concept – aspects of marketing
a rule (philosophical aspect)
= according to that rule target market (consumers) is the most
important assets of a company / a point of departure for
marketing strategies/
a regular activity with a set of tools (tool aspect)
= marketing mix (4P, 5P)
a system of decisions (organisational aspect)
= improving the companies ability of successful market activity
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Modern concept (wide perspective)
Marketing is a social and management process,
that helps the individuals and groups of interests
(consumers, companies) to gain everything what
they want and need, because of exchange of
goods and services or values
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Important issues of marketing
buyer/consumer satisfaction
product (wide perspective)
company (wide perspective)
= for-profit and non-profit organisations
American Marketing Assosiation (AMA definition):
Marketing is the activity, set of institutions, and processes for
creating, communicating, delivering and exchanging offerings
that have value for customers, clients, partners and society at
large (Approved October 2007)
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Elements of organisations and market
(micro and makro environment)
versus marketing
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Fields of marketing in tourism
= the knowledge on rules, methods and
techniques concerning decision making
process and marketing activities between a
company (organisation) and its current and
potential customers, especially like:
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consumer behaviour
marketing research
market segmentation
product policy
price policy
distribution policy
promotion policy
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ORIGIN of marketing
Evolution of companies concepts and attitudeds towards target
markets
Production orientation (manufacturer market)
Selling orientation (distribution)
Marketing orientation(consumer market)
Strategic marketing orientation
Partnership marketing orientation
Social marketing orientation
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MARKETING MIX
• enterpreneur/company point of view
4P (Product, Price, Place, Promotion)
5P (Product, Price, Place, Promotion, People)
• consumer/household point of view
4C (Consumer, Cost, Convenience, Communication)
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MARKETING MIX (4P)
PRODUCT
assortment
quality
pattern
features
brand
packaging
service
guarentee
PRICE
Discount
Concession
Period of Payment
Terms of Credit
PLACE
Channels
Territorial Range
Assortment, Comparison
Localisation, Transport
PROMOTION
Sales Promotion
Advertisements
Public Relations
Direct Marketing
Personnel
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Segmentation …
… is the identification of subsets
of buyers within a market who
share similar needs and
demonstrate similar behaviour
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Segmentation …
aims to match GROUPS of
PURCHASERS with the same set
of needs and behaviour =
SEGMENT
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Why Segmentation?
- to observe the market (parts of the
market are easier to observe)
- to adapt strategies to consumer
needs and wants
- react quickly for environment
- ………………………………..
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FEATURES
of potential segment
- viable (to know if profit can be made)
- accessible
- measurable
- homogenic
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Criteria of segmentation
descriptive – behavioural
- geographic (place of living,
country/city)
- demographic (age, sex, education)
- psychographic (lifestyle, beliefs)
- socio-cultural (class)
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Dividing
the first stage of segmentation
process is seperation of the
market into its segments
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Targeting
… the second stage of
segmentation process:
to select a segment of series of
segments and target them
(resources and efforts)
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Massive marketing strategy
(homogenic market)
Selective marketing strategy
niche marketing strategy
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Six-step question framework for successful
positioning:
1. What position do you currently own?
2. What position do you want to own?
3. Who do you have to defeat to own the
position you want?
4. Do you have the resources to do it?
5. Can you persist until you get there?
6. Are your tactics supporting the positioning
objective you set?
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Elements of MARKETING MIX
PRODUCT = everything that can be purchased on the market, e.g.
everything that is wanted/ desired by consumers and at the same
time has its price
Product consists of four layers:
core of product (benefit core),
real product,
additional product
… and potential product
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PRODUCT LIFE CYCLE – main stages:
introduction of the product to the market
growth of the product
establishment of the product
decline of the product
recycle
modernise product
fashion product
seasonal oddity
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PRICE – it is a value of the product in money
Price is a very important element of marketing mix, because
majority of consumers take the price of the product as one of the
most important factor in consumer decision making process
during the purchase
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Companies usually have different price policies due to the
product life cycle stage, like:
policy of low price
policy of high price
policy of skimming (high price at introduction)
policy of penetrating (low price at introduction)
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DISTRIBUTION (place) =
An organization or set of organizations (go-betweens) involved
in the process of making a product or service available for use
or consumption by a consumer or business user.
Distribution channel = Chain of intermediaries, each passing
the product down the chain to the next organization, before it
finally reaches the consumer or end-user. This process is
known as the 'distribution chain' or the 'channel.' Each of the
elements in these chains will have their own specific needs,
which the producer must take into account, along with those of
the all-important end-user
TYPES OF CHANNELS/ DISTRIBUTION: INDIRECT and DIRECT
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TYPES OF CHANNELS/ DISTRIBUTION: INDIRECT and DIRECT
indirect and direct
wide and narrow
long and short
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PROMOTION = it is a communication between a company
and a consumer (market communication), in other words it is
transmitting information about products (companies offer) to
potential consumers (buyers) and collecting information from
current consumers about their opinions, levels of satisfaction
of product etc.
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Communication it is bilateral process
(dialogue)
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Marketing wykłady

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