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The document outlines fundamental marketing concepts, particularly in tourism marketing, which involves managing and promoting destinations to attract travelers. It discusses methods of market segmentation (geographic, demographic, psychographic, and behavioral), key marketing tools (the 4 P's), and strategies for branding and distribution channels. Additionally, it covers marketing communications, market research processes, and essential components of a marketing plan, emphasizing the importance of systematic analysis and strategic implementation.

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4 views4 pages

MOD 2

The document outlines fundamental marketing concepts, particularly in tourism marketing, which involves managing and promoting destinations to attract travelers. It discusses methods of market segmentation (geographic, demographic, psychographic, and behavioral), key marketing tools (the 4 P's), and strategies for branding and distribution channels. Additionally, it covers marketing communications, market research processes, and essential components of a marketing plan, emphasizing the importance of systematic analysis and strategic implementation.

Uploaded by

gayatrijha.india
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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1.

Marketing Concepts

(a) Definition of marketing and tourism marketing

- Marketing: 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.

- Tourism marketing: managing and promoting destinations by creating images and experiences related to
attractions, culture, and community to attract and satisfy travelers.

(b) Differentiation between goods and services

- Goods: tangible items—physical objects that can be seen, touched, and transferred to ownership.

- Services: intangible performances or actions delivered and consumed simultaneously, characterized by


intangibility, perishability, inseparability, and variability.

2. Methods of Segmentation

(a) Geographic

- Dividing markets by location—countries, regions, cities, or neighbourhoods—to tailor offerings to local


preferences and needs.

(b) Demographic

- Grouping consumers by age, gender, income, occupation, education, and family status to target messages to
specific life-stage groups.

(c) Psychographic

- Sorting consumers based on psychological traits—values, attitudes, lifestyle, personality—to understand


motivations beyond demographics.

(d) Behavioural

- Classifying consumers by patterns of use, benefits sought, loyalty, readiness to purchase, and engagement
with a brand or product.

3. Key Marketing Tools

Marketing Mix – The 4 P’s

- Product: The bundle of tangible and intangible attributes offered to satisfy needs.

- Price: The amount customers pay, reflecting costs, competition, and perceived value.

- Place: Distribution channels ensuring products/services reach the target market efficiently.
- Promotion: Communication strategies—advertising, public relations, sales promotions—to persuade purchase.

4. Marketing Strategies

(a) Branding and Image

(i) Destination

- Public sector: formulates and funds national/regional brand identity and campaigns.

- Private sector: delivers experiences aligned with the brand promise and invests in promotional partnerships.

- Communities/stakeholders: contribute local authenticity and co-create brand narratives.

(ii) Products and services

- Building strong, differentiated product/service brands through consistent quality, storytelling, and stakeholder
engagement.

5. Distribution Channels

(a) Traditional

- Intermediaries: bridge suppliers and travelers by bundling services and simplifying bookings.

- Tour wholesalers: buy travel components in bulk and sell to travel agents.

- Tour operators: design and package components (transport, lodging, tours) into marketable products.

- Travel agents: act on behalf of providers, selling packages to end-users for commission.

- Consolidators: secure discounted inventory (especially airline seats) and resell through agents.

- Reservation systems: automated systems (CRS/GDS) for real-time bookings across channels.

- Visitor information centres: offer on-site guidance, bookings, and local insights.

(b) Contemporary

- E-Marketing: online sales via DMO and supplier websites, SEO, email marketing.

- Social Media: platforms (Facebook, Instagram, TikTok) for targeted promotions, engagement, and
user-generated content.

6. Marketing Communications

- Public relations: managing earned media to create positive perceptions without direct payment.

- Advertising: paid media—print, broadcast, online—to deliver controlled messages.

- Sales promotions: short-term incentives (discounts, contests) to stimulate trial and repeat purchase.
- Personal selling: direct, face-to-face interactions to build relationships and close sales.

- Direct marketing: one-to-one communications (mail, email, SMS) targeting specific segments.

- Social media: interactive channels for two-way engagement, customer feedback, and community building.

7. Market Research

(a) Concept

- A systematic process of gathering, analyzing, and interpreting data about markets, competitors, and customers
to support decision-making.

(b) Types of Marketing Research

- Exploratory: unstructured inquiry to clarify issues and form hypotheses.

- Descriptive: structured research to describe phenomena (surveys, observational studies).

- Causal: experiments to test cause-and-effect relationships.

(c) Market Research Process

- Defining the problem and research objectives.

- Developing the research plan (methodology, sampling, tools).

- Implementing the research plan (data collection).

- Interpreting and reporting findings.

8. Marketing Plan

(a) Key components of a marketing plan

- Executive summary: concise overview of objectives, strategies, and expected outcomes.

- Situation analysis:

* External environment (PESTLE analysis).

* Customer analysis (needs, segments).

* Internal audit (resources, capabilities).

- SWOT analysis: strengths, weaknesses, opportunities, threats.

- Mission statement: guiding purpose and values.

- Marketing goals and objectives: SMART criteria (Specific, Measurable, Achievable, Relevant, Time-bound).

- Marketing strategies: segmentation, targeting, positioning, and marketing mix tactics.

- Marketing budget: allocation of resources across activities.


- Implementation: timelines, responsibilities, and action plans.

- Monitoring & evaluation: key performance indicators (KPIs), feedback loops, and contingency measures.

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