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Chapter
chapter
55
Marketing
Marketing Inclusive
Inclusive
Recreation
Recreation
Experiences
Experiences
Author name here for Edited books
Stephanie West and Erik Rabinowitz
This may seem simple, but you need to give customers what
they want, not what you think they want. And, if you do this,
people will keep coming back.
–John Ilhan
Marketing Today
• Misconceptions from the past
– Selling snake oil
– Salespeople can’t be trusted
• Sales orientation
– The old way
– Attempts to influence consumers to buy product
• Marketing orientation
– The new way
– Develop product to meet consumers’ needs
Inclusive Services as Products
• In recreation our product is a service.
• Services are performed by another party.
• Services differ from goods in four ways:
1. Intangibility
2. Simultaneity
3. Heterogeneity
4. Perishability
Some Examples
Products
• Canoe
• Snowboard
• Camera
• Medical supplies
Services
• Canoe trip
• Snowboarding
lessons
• Guided tour
• Personal care
Marketing Mix
• Product development is accomplished
through the manipulation of elements.
• Variables are controlled by the person,
agency, or business developing the service.
• Referred to as the marketing mix.
• There are seven variables to consider.
Seven Variables of the Marketing Mix
Traditional 4: Product
•
•
•
•
Product
Price
Place
Promotion
See figure 5.1.
Expanded 3: Service
• People
• Physical evidence
• Process of
assembly
Figure 5.1
Figure 5.1 The seven Ps of inclusive marketing.
Inclusive Product (aka Service)
• Market segmentation: division of a market
into smaller markets
– People with similar wants or needs
– Sociodemographic, lifestyle, behavioral factors
• Three approaches to market segmentation:
1. Differentiated
2. Concentrated
3. Undifferentiated
Examples of Market Segmentation
• Concentrated: specifically for one group
(people with disabilities, seniors, youth).
• Differentiated: provider focuses on several
target markets.
– Seniors
– People with disabilities
– Youth sports
• Undifferentiated: provider provides one
service and works to include all.
Inclusive Pricing
• Cost-based pricing
• Competition-based pricing
• Demand-based pricing
– High demand leads to high prices
– Low demand leads to low prices
• ADA says charges must be equal for all
regardless of accommodation requirements
• Can raise fees for everyone to cover costs
Inclusive Promotion
• The intentional communication of products
and services to the customer base
• Five types:
1. Advertising
2. Publicity
3. Direct contact
4. Sales promotion
5. Public relations
Use advertising, publicity, direct contact, sales
promotion, or public relations so that people will
use the programs you offer.
Inclusive Place (aka Location)
• Where the service is purchased
• Where the service takes place
• Look for physical evidence of inclusion at
both locations
Physical Evidence of Inclusion
Servicescape
• Signage
• Parking
• Landscaping
• Layout
• Air quality
• Temperature
• Restrooms
• Overall access
Other Considerations
• Paperwork
• Staff attire
• Publicity materials
• Company vehicles
• Any representation
of the agency
beyond the
immediate location
Inclusive People
•
•
•
•
Recruit appropriate participants.
Participants affect experiences of others.
Train staff to minimize misbehavior.
Train participants to facilitate participation.
(continued)
Inclusive People (continued)
• Recruit and train appropriate staff
members:
–
–
–
–
Hire intelligently.
Train intensively.
Monitor incessantly.
Reward inspirationally.
• Include technical skills training.
• Include social skills training.
Inclusive Process of
Service Assembly
• Smoothly connecting individual activities
that make up the service.
• Each element is efficient and effective.
• Ordered in a manner that allows optimal
experiences among participants.
• Make these processes obvious and
available to participants.
Quality of Inclusive Service Delivery
Five areas to evaluate:
1. Reliability
2. Assurance
3. Responsibility
4. Empathy
5. Tangibles
Summary
• Effective marketing is key to success.
• Must consider how to meet consumer needs.
• Services are similar to products except . . .
–
–
–
–
Intangible
Heterogeneous
Perishable
Simultaneously consumed and produced
• Quality must be monitored to ensure
services are meeting consumer needs.