* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Tourism Marketing
Customer relationship management wikipedia , lookup
Service parts pricing wikipedia , lookup
Market penetration wikipedia , lookup
Product planning wikipedia , lookup
Social media marketing wikipedia , lookup
Affiliate marketing wikipedia , lookup
Food marketing wikipedia , lookup
Neuromarketing wikipedia , lookup
Marketing communications wikipedia , lookup
Supermarket wikipedia , lookup
Target audience wikipedia , lookup
Marketing research wikipedia , lookup
Sports marketing wikipedia , lookup
Ambush marketing wikipedia , lookup
Viral marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Digital marketing wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Target market wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Multi-level marketing wikipedia , lookup
Marketing plan wikipedia , lookup
Direct marketing wikipedia , lookup
Advertising campaign wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Multicultural marketing wikipedia , lookup
Marketing strategy wikipedia , lookup
Marketing channel wikipedia , lookup
Services marketing wikipedia , lookup
Street marketing wikipedia , lookup
Sensory branding wikipedia , lookup
Tourism Marketing Fall 2016 Bertan Kaynatma Core Concept of Marketing Process by which companies create value for customers and society, resulting in strong customer relationships that capture value from customers in return Understand Needs, Wants & Demands Exchanges & Relationships Develop Marketing Offerings Create Value & Satisfaction Reap benefits from Markets Agenda Macroenvironment Microenvironment Microenvironment Management Orientations Factors close to the company that affect its ability to serve its customers, the company itself, marketing channel firms, customer markets, and a broad range of publics Microenvironment Company Marketers must work closely with top management and other departments E.g.: finance dept finds the money to conduct a marketing plan E.g.: accounting measures how effective marketing dept is, and whether it is achieving it’s goals Marketing decisions made within strategy set by top management Courtyard Marriott Microenvironment Existing Competition Part of micro and macroenvirnonment Must adapt to customers, as well as competition Goal is to create strategic advantage and superior positioning relative to others Strategy is not “one size fits all” Text eg. Small company vs large company Microenvironment Competition Share of Market Share of Heart Share of Mind Microenvironment Competition Share of Market Competitor’s share of the target market Microenvironment Competition Most immediate association between company and industry % of customers who think of the company first when asked about the industry Coffee house or cafe Candy bar Beer Airline Hotel Hamburger Share of Mind Microenvironment Competition Share of Heart The percentage of customers who named the competitor in responding to the statement, “Name the company from whom you would prefer to buy the product.” Competition 4 Levels Companies that offer similar services to the same customers at a similar price Companies that make the same product or class of products Companies that supply the same service Companies that compete for the same consumer dollars Microenvironment Suppliers The firms and individuals that provide the resources needed by the company to produce its goods and services Just…so…many… Restaurant dangers Late food deliveries Cost increases Microenvironment Marketing Intermediaries Help the company promote, sell, and distribute its goods to the final buyer Microenvironment Marketing Intermediaries The internet effect Disintermediation the elimination of intermediaries InsertBrandName.com Price transparency Microenvironment Marketing Intermediaries More of a partnership than ever before Coke and its marketing assistance Help me, help you Carnival Microenvironment Marketing Intermediaries Marketing Services Agencies Intermediaries Help formulate and implement mktg strategies Financial Intermediaries Help finance transactions and insure the risks associated with buying and selling of goods and services Microenvironment Customers Consumer markets Business markets Resellers Governments International Microenvironment Publics Financial Publics Media Publics Government Publics Citizen-Action Publics Local Publics General Public Internal Publics Macroenvironment Microenvironment Macro Environment Consists of forces that shape opportunities and pose threats to the company Management Orientations Macroenvironment Future Competitors Barriers to Entry and Exit Restaurants Hotels Bottom line: Unpredictable Porter’s 5 Forces Macroenvironment Demographics Human population defined in terms of size, density, location, age, gender, race, occupation…and it can go on and on Macroenvironment Demographics Baby Boomers Born Generation X Millenials 1946 – 1964 1965 – 1976 1977 – 2000 Number 78 million 49 million 83 million Current Age 50 – 68 38 – 49 14 - 37 Macroenvironment Demographics Baby Boomers • • • • Most money to spend Like traveling frequently, restaurants Exotic trips Do something before it is too late Generation X • • • • • • Environmental concerns Social issues Economically cautious Research for quality and unique experience Families Spend more Millenials • • • Most difficult to reach Most potential Saturated with media messages Macroenvironment Economic Factors that affect consumer purchasing power and spending patterns Income Per Capita Disposable Income Macroenvironment Economic Currency fluctuations Exchange rates http://www.xe.com/currencycharts/?from=TRY&to=EU R&view=5Y Macroenvironment Natural Trends to be aware of 1. Raw materials shortages- - Sao Paulo - https://www.youtube.com/ watch?v=1xpbN-cmet0 - http://edition.cnn.com/vid eos/world/2015/02/25/wbtsao-paulo-brazil-watershortage.cnn 2. Pollution Global warming extreme example Gunabara Bay, Rio de Janeiro, Brazil 2016 Olympics Gunabara Bay, Rio de Janeiro, Brazil 2016 Olympics Macroenvironment Natural 1. Raw materials shortages 2. Pollution Global warming extreme example 3. Increased government intervention Government Intervention in Environmental issues Sulfur Emissions Worldwide allowance: 3.5% New Regulation: 1.0% Newest Regulation: 0.1% Result? Costs: low-sulfur fuel adds 70-100% $180 million on new scrubber technology 42 / 101 ships $400 million on 70 / 101 ships Change routes of ships Eliminate Baltimore and Norfolk homeports Jobs No ships flagged / registered in the USA Macroenvironment Technological Guest experience more efficient Self service Hospitality operations more efficient Data analysis tools Theft prevention in hotels Marketing reach extended globally Videoconferencing Smart phones Social media Internet tracking Macroenvironment Political Laws, government agencies, and pressure groups that influence and limit the activities of various organizations and individuals in society Macroenvironment Political Trends More legislation and regulation Food safety Permits Taxes Employment Health and safety building codes Trade practices and competition Macroenvironment Goals of Regulation Protects companies from each other • Fed Trade Commission • Prevent unfair practices • Deceptive pricing / advertising • Antitrust and Monopolies Macroenvironment Goals of Regulation Protect consumers from businesses •Deceptive advertising, pricing, packaging •Unsafe products Macroenvironment Goals of Regulation Protect Society’s interests •Pollution, overcrowding, congestion, littering, Macroenvironment Political Trends Enforcement: Federal Trade Commission, the Food and Drug Administration, the Interstate Commerce Commission, the Federal Communications Commission, the Federal Power Commission, the Civil Aeronautics Board, the Consumer Products Safety Commission, the Environmental Protection Agency, and the Office of Consumer Affairs These agencies can have a major impact on a company’s marketing performance Social responsibility MADD resulted in bars and restaurants being more accountable for alcohol abuse PETA and the treatment of animals Industry Support: countries as a brand Macroenvironment Cultural Institutions and other forces that affect society’s basic values, perceptions, preferences, and behaviors Core beliefs Really can’t be changed Passed on from parents to children, then reinforced by school, government, business, etc. Secondary beliefs Open to change Text example: Marriage Others LGBT, Drinking, Women’s appearance, Religion Responding to the Marketing Environment Option 1 View it as “uncontrollable” Adapt to market Don’t try to change anything Identify the given opportunities and threats Responding to the Marketing Environment Option 2 Environmental management perspective Take action to change environment Lobby Form trade organizations and cozy up to lawmakers Persuasive advertising Media even ts Extra credit homework 1. What environmental trends will affect the success of a first class hotel chain, such as Hyatt or Sofitel, over the next 10 years? If you were corporate director of marketing for this type of hotel, what plans would you make to deal with these trends? 2. Go to the websites of travel or hospitality companies and find examples of how they are taking measures to sustain and improve the natural environment. Which companies that you examined do you think have the best programs? Explain your answer. Sources Kotler, Bowen, and Makens. Marketing for Hospitality and Tourism. 6e. Pearson Higher Education. 2014. Datamonitor. Industry Profile – Global Hotels, Resorts, and Cruise Lines. Datamonitor.com. Mar 2010. Marketline. Global Hotels, Resorts, and Cruise Lines. Marketline.com. Nov 2014, Hugo, Martin. Carnival to spend 400 million to cut cruise ship pollution. LA Times. May 22, 2014. Web. Mar 2014. http://www.latimes.com/business/lafi-carnival-400-million-cruise-ship-pollution-20140522-story.html