Lecture for the Subject Tourism Marketing for the College of International Travel and Hospitality Management of the Lyceum of the Philippines Cavite for the Second Semester of Academic Year 2015-2016.

1. Unit 1
Marketing Perspectives
(updated June 2015)

2. Unit topics
• Definition of Marketing
• Core concepts in marketing
• Economic importance of marketing
• Constraints in marketing
• Categories of marketing
• The nature of tourism services
• Issues in travel and tourism marketing

3. MARKETING DEFINED
marketing
noun:
1.the action or business of promoting and selling products or services,
including market research and advertising.
verb
gerund or present participle: marketing
1.advertise or promote (something).
"the product was marketed under the name “aspirin.”“
2. offer for sale.
"sheep farmers are still unable to market their lambs"
3. buy or sell provisions in a market.
"some people liked to do their marketing very early in the morning"
Source: Meriam Webster Dictionary

4. MARKETING DEFINED
The activities of a company associated with
buying and selling a product or service. It
includes advertising, selling and delivering
products to people. People who work in marketing
departments of companies try to get the attention
of target audiences by using slogans, packaging
design, celebrity endorsements and general media
exposure. The four 'Ps' of marketing are product,
place, price and promotion.
Source: : http://www.investopedia.com/terms/m/marketing.asp#ixzz3cXbtfWEG

5. Source: http://marketinglessons.in/2011/09/26/core-concepts-of-marketing-philip-kotler-summary/

6. Introducing Marketing

7. In terms of users or buyers, marketing is concerned with
understanding:
✓ The needs and desires of existing and prospective users and any
interaction they may seek with suppliers
✓ Which products or services they choose to use or buy
✓ How they get information about products and other offers
✓ Where they obtain or buy products from
✓ How they feel after their purchase and consumption of products and
services
✓ What level of after sales or in use services in needed
Introducing Marketing

8. In terms of producers organizations, marketing focuses on:
✓ Which products or services to provide and why; especially new products.
✓ How many product and other offers to produce(volume of supply).
✓ At what price or cost if price is not involved.
✓ How to communicate their offers and communicate with buyers, by which
media.
✓ When, where and how to make them available/deliverable to users or
buyers
✓ What level of pre/in use/and after sales or usage services has to be offered.
Introducing Marketing

9. Economic Importance of Marketing
1. National economic growth
2. Development of standards
3. Learned discipline
4. Enhanced resource use
5. Trade

10. Categories of Marketing
1. Traditional
2. Modern
Source: http://www.designandpromote.com/the-many-types-of-marketing/
http://homebusiness.about.com/od/marketingadvertising/a/Types-Of-Marketing-Traditional-And-
Internet.htm

11. Constraints to Marketing
1. Consumer Act of the Philippines (Republic Act
No. 7394)
2. Electronic Commerce Act of 2000

12. Marketing Orientation
• Recognition that the conduct of business
operations must revolve around the long-run
interests and satisfaction of customer or
users rather than a focus an one-off
exchanges.
• Understanding that the achievement of
profits and other organizational goals results
from customer satisfaction and customer
retention.
11/14/12

13. Marketing Orientation
• A positive, outward looking, innovate and
competitive attitude towards the conduct of
exchange transactions.
• An outward looking, responsive attitude to
events and conditions in the external business
environment within which an organization
operates.
• An understanding of the strategic or long-run
sustainability balance to be achieved
(between profits and social and
environmental concerns)

14. Introducing Travel and Tourism
Three categories of visitor:
1. International visitors: inbound tourism
2. International visitors: outbound
tourism
3. Residents: domestic tourism

15. Introducing Travel and Tourism
Principal terms adopted and used today:
• Visitors to describe all travelers who fall
within agreed definitions of tourism.
• Tourist or staying visitors to describe
visitors who stay overnight at a destination.
• Same-day visitors, or excursionist, to
describe visitors who arrive and depart on
the same day.

16. Introducing Travel and Tourism
A working definition of travel and tourism
• ‘Tourism’ VS ‘Travel and Tourism’
• ‘Visitor’ VS ‘Tourist’
In normal usage tourism and travel and
tourism are terms that relate to exactly the
same market and they are used interchangeably.
Similarly, the words visitor and tourist tend to be
used interchangeably in common usage.

17. Service and their
characteristics
Inseparability
Perishability
Intangibility

18. Particular characteristics of travel and
tourism services
✓ Seasonality and other major
variations in the pattern of
demand.
✓ The high fixed costs of
operations, allied to fixed
capacity at any point in
time.

19. Travel organizers Destination organizations
Transportation
Air
Road
Sea
Rail
Visitors
tourists
same day visitors
International, domestic
Travel organizers
(in areas of origin) Product supply
(at destinations)
Transportation infrastructure
and physical access to
destinations
Figure 1.2 The Systematic links between
demand and supply: the influence of
marketing

20. Powerful trends that distinguish markets in the 21st
century from those in previous era.
✓ Branding
✓ The massive number of small or micro-enterprises that
dominate the different sectors
✓ The revolutionary development of ICT
✓ Excessive supply are more than the markets can absorb
naturally
✓ Growing numbers of consumers in develop countries
✓ Sustainable development requirements constraining
business decision.

21. The more demanding consumer of
travel and tourism
Over the last two decades consumers have become:
• More affluent, measured in disposable income per
capita and ownership of property, household facilities
• Better educated
• More healthy overall with many interested in more
active pursuits
• Older

22. The more demanding consumer
of travel and tourism
• More travelled
• More exposed to the media and information
generally
• More computer literate with access to the
internet still growing
• More heterogeneous and individualistic in their
demands and expectations
• More culturally diverse

23. The main determinants of demand
1.Economic factor and comparative income
2.Demographic characteristics of tourism
generating nations
3.Geographic factors
4.Socio-cultural attitudes to tourism
5.Access to personal transport

24. The main determinants of demand
6.Government/regulatory ‘ infrastructure’
surrounding travel and tourism
7.Media communication
8.Information and communications technology
(ICT)
9.Environmental concerns and demand for more
sustainable forms of tourism
10.International political developments and
terrorist actions.

25. REFERENCES
1. DUSIT THANI GUIDED LESSON PLAN FOR TOURISM
MARKETING
2. Meriam Webster Dictionary
3. http://www.investopedia.com/terms/m/
marketing.asp#ixzz3cXbtfWEG
4. Source: http://marketinglessons.in/2011/09/26/core-
concepts-of-marketing-philip-kotler-summary