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Module 07
The Marketing Mix in Tourism and Hospitality
DEFINITION
• Marketing is about anticipating and
identifying the wants and needs of a target
market of consumers, then satisfying
those needs in order to make a profit
• Firstly, travel and tourism organisations
must
understand
their
customers’
demands. This is the ‘anticipating’ and
‘identifying’ part of the definition
MARKETING RESEARCH
• Anticipating and identifying demands depends
on effective marketing research
• Research into the existing and potential market
• We will look into this in detail in the Activity
• Classifying customers according to socioeconomic status, lifestyle, family circumstances,
gender and so on
• May involve primary research – surveys,
observation, questionnaires
• And/or secondary research – statistics and
records, quantitative and qualitative
CLASSIFYING CUSTOMER
• A target market consists of a whole group
of potential customers, drawn from the
whole population
• It’s better to define the target market as a
collection of ‘segments’
• Each segment will have different
characteristics
• Each segment’s needs and wants must be
satisfied
MARKETING MIX
• The way in which current and potential
customers’ demands are satisfied depends on
the marketing mix of the organisation’s products
and services:
• The tools available to a business to gain the
reaction it is seeking from its target market in
relation to its marketing objectives
• Traditionally 4 elements of the mix – Product,
Price, Promotion and Place
• 7Ps – Price, Product, Promotion, Place, People,
Process, Physical Environment
Elements of The Marketing Mix
Product or Service
• Methods used to improve/differentiate the
product and increase sales or target sales more
effectively to gain a competitive advantage e.g.
• Extension strategies
• Specialised versions
• New editions
• Improvements – real or otherwise!
• Changed packaging
• Technology, etc.
Product or Service Cont.
•
•
•
•
•
Core Product
Facilitating Product
Supporting Product
Augmented Product
Product Life-Cycle
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