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MARKETING CONCEPTS LESSON 1. NEXT DESTINATION GLASGOW Mª del Mar Tort Pérez. SUMMARY:. MARKETING IDEAS, MARKETING DEFINITION, CORE MARKETING CONCEPTS. MARKETING IDEAS. Today the customer is king. MARKETING IDEAS. SATISFYING THE CUSTOMER IS A PRIORITY IN MOST BUSINESSES. MARKETING IDEAS.
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MARKETING CONCEPTSLESSON 1 NEXT DESTINATION GLASGOW Mª del Mar Tort Pérez
SUMMARY: • MARKETING IDEAS, • MARKETING DEFINITION, • CORE MARKETING CONCEPTS.
MARKETING IDEAS • Today the customer is king.
MARKETING IDEAS • SATISFYING THE CUSTOMER IS A PRIORITY IN MOST BUSINESSES.
MARKETING IDEAS • Managers must realize that they cannot satisfy all customers; they have TO CHOOSE THEIR CUSTOMERS CAREFULLY.
MARKETING IDEAS • They must select those CUSTOMERS WHO WILL ENABLE THE COMPANY TO MEET ITS OBJECTIVES.
MARKETING IDEAS • TODAY'S MARKETING ISN'T SIMPLY A BUSINESS FUNCTION: • It's a philosophy,
MARKETING IDEAS • TODAY'S MARKETING ISN'T SIMPLY A BUSINESS FUNCTION: • a way of thinking
MARKETING IDEAS • TODAY'S MARKETING ISN'T SIMPLY A BUSINESS FUNCTION: • a way of structuring your business and your mind
MARKETING IDEAS • Marketing is more than a new ad campaign or this month's promotion marketing is part of everyone’s job, from the receptionist to the board of directors.
MARKETING IDEAS • The task of marketing is never to fool the customer or endanger the company's image.
TESCO PETROL. IT’S BACK TO NORMAL AND WE’RE SORRY • Tesco petrol is now back to normal. So you'll be pleased to know you can buy our petrol with total confidence. • But if petrol bought at Tesco has damaged your car, we'd like to say how sorry we are. More to the point, we'd like to promise to pay for the repairs. If you believe that your car may have been affected, please click here. • After rigorous checks by Tesco and independent experts, we have traced the problem to a batch of unleaded fuel from a storage facility used by one of our suppliers in Essex. • All the affected stores in the South East of England have been refuelled with a fresh, clean supply. No other Tesco stores were affected by this incident.
MARKETING IDEAS • Marketing's task is to design a product-service combination that provides real value to targeted customers, motivates purchase, and fulfils genuine consumer needs.
MARKETING IDEAS • Marketing, more than any other business function, deals with customers. • Creating customer value and satisfaction are at the heart of hospitality and travel industry marketing.
MARKETING IDEAS • Many factors contribute to making business successful. However, today's successful companies at all levels have one thing in common-they are strongly customer focused all heavily committed to marketing.
MARKETING DEFINITION • Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.
Pyramid of Needs (Abraham Maslow) These needs were not invented by marketers but are part of the human makeup.
CORE MARKETING CONCEPTS • NEEDS • The most basic concept underlying marketing is that of human needs. • A human need is a state of felt deprivation. Included are the basic physical needs for food, clothing, warmth, and safety, as well as social needs for belonging, affection, fun, and relaxation.
CORE MARKETING CONCEPTS • NEEDS • When a need is not satisfied, a void exists. • An unsatisfied person will do one of two things: look for an object that will satisfy the need • or try to reduce the need.
CORE MARKETING CONCEPTS • NEEDS • People in industrial societies try to find or develop objects that will satisfy their desires. People in poor societies try to reduce desires to what is available.
American Catalan WANTS ↔ DEMANDS “A hungry person in the United States may want a hamburger, French fries and a Coke or a soda”. “A hungry person in Catalunya may want “pa amb tomàquet”, jam and a glass of wine..
CORE MARKETING CONCEPTS • WANTS • Wants are how people communicate their needs. • Wants are described in terms of objects that will satisfy needs.
CORE MARKETING CONCEPTS • DEMANDS • People have almost unlimited wants, but limited resources. They choose products that produce the most satisfaction for their money. When backed by buying power, wants become demands. • Consumers view products as bundles of benefits and choose those that give them the best bundle for their money. People choose the product whose benefits add up to the most satisfaction, given their wants and resources.
CORE MARKETING CONCEPTS PRODUCTS
CORE MARKETING CONCEPTS • PRODUCTS • People satisfy their needs and wants with products. A PRODUCT is anything that can be offered to satisfy a need or want. • Anything capable of satisfying a need can be called a Product. • The term PRODUCT includes much more than just physical goods or services.
CORE MARKETING CONCEPTS VALUE, SATISFACTION AND QUALITY
CORE MARKETING CONCEPTS • CUSTOMER VALUE is the difference between the benefits that the customer gains from owning and/or using a product and the costs of obtaining the product.
CORE MARKETING CONCEPTS • BUYER SATISFACTION: SATISFIED UNSATISFIED DELIGHTED
CORE MARKETING CONCEPTS • CUSTOMER SATISFACTION depends on a product’s perceived performance in delivering value relative to a buyer’s expectations. • E.g. A product can be of high quality for me and low quality for you.
CORE MARKETING CONCEPTS • QUALITY can be defined as freedom from defects. • Quality is defined in terms of customer value and satisfaction.
CORE MARKETING CONCEPTS • The TQM is an approach in which all the company’s personnel are involved in constantly improving the quality of products, services and business processes.
CORE MARKETING CONCEPTS EXCHANGE, TRANSACTIONS AND RELATIONSHIPS
CORE MARKETING CONCEPTS • EXCHANGE is the act of obtaining a desired object from someone by offering something in return. AB
CORE MARKETING CONCEPTS • TRANSACTION consists of a trade of values between 2 parties. We must be able to say A gives X to B and gets Y in return at a certain time and place and with certain understood conditions. X X A B Y
CORE MARKETING CONCEPTS • RELATIONSHIP:
CORE MARKETING CONCEPTS • RELATIONSHIP: • Between retailers of travel-hospitality services and marketing intermediaries. • Between retailers of travel-hospitality services and key customers. • Between retailers of food service and organizations. • Between retailers of one type of travel-hospitality services and key suppliers.
CORE MARKETING CONCEPTS MARKETS
CORE MARKETING CONCEPTS • MARKETS • A MARKET is a set of actual and potential buyers who might transact with a seller.
CORE MARKETING CONCEPTS • The size of a market depends on the number of persons who exhibit a common need, have the money or other resources that interest others, and are willing to offer these resources in exchange for what they want.
SERVICE CHARACTERISTICS OF HOSPITALITY & TOURISM MARKETING LESSON 2 NEXT DESTINATION GLASGOW Mª del Mar Tort Pérez
“A CHEERFUL LOOK MAKES A DISH A FEAST” (A happy face can turn something ordinary into something special).
“MANAGERS DO NOT CONTROL THE QUALITY OF THE PRODUCT WHEN THE PRODUCT IS A SERVICE.
“… THE QUALITY OF THE SERVICE IS IN A PRECARIOUS STATE- IT IS IN THE HANDS OF THE SERVICE WORKERS WHO “PRODUCE” AND DELIVER IT”.
SUMMARY • THE SERVICE CULTURE • 4 CHARACTERISTICS OF SERVICES • MANAGEMENT STRATEGIES FOR SERVICE BUSINESSES • SERVUCTION
THE SERVICE CULTURE • The service culture focuses on serving and satisfying the customer. • The service culture has to start with top management and flow down.
