Marketing In Tourism

Marketing in Tourism

* A definition of marketing, as described by the Chartered Institute

Of Marketing “Marketing is the management process that identifies,

anticipates and supplies customer requirements efficiently and

profitably.” Chartered Institute Of Marketing

* The components of marketing

1. Identifying customer needs i.e. market research

2. Producing a product that meets customers needs

3. Calculating the price that meets customer demand

4. Producing the right quantities to supply customer demand

5. Promoting the product to the customer

6. Distributing the product to the place where it is convenient

for the customer to buy it

3.2 Marketing objectives

* A definition of objectives, as described by GCSE Business Studies

for AQA Jenkins & Hamman - “Statements of the goals that a company

wishes to achieve in a given time.”

* A definition of marketing objectives, this time described by GCSE

Business Studies вЂ" Wallace & Wallace вЂ" “The main objectives of the

marketing department.”

* Objectives need to be SMART;

S pecific

M easurable

A chievable

R ealistic

T imely

* The Deep’s five main marketing objectives include;

1. An icon building for Hull

2. To open without debt

3. To promote a deeper understanding of the world’s oceans

4. To educate, entertain, regenerate and inspire

5. To attract between 250,000 and 350,000 visitors in Year 1 and

over 250,000 visitors in subsequent years

However, are these marketing objectives SMART? And if not how can they

become so?

1. An icon building for Hull

This objective is Specific, because it shows The Deep know exactly

what they want to become, and where.

It’s Achievable, because one of the only other main contenders is the

Humber Bridge. Realistic вЂ" for the same reason above. And Timely,

because a building can’t just become an icon building over night; it

takes time. However, it isn’t measurable, this is because you cannot

measure how much of an icon a building is.

2. To open without debt

This objective is Specific, Measurable, Achievable, Realistic, but not

Timely.

3. To promote a deeper understanding of the world’s oceans

This objective is Specific, Achievable, Realistic, but not Measurable

or Timely.

4. To educate, entertain, regenerate and inspire

This is Specific, Achievable, Realistic, but not Measurable or Timely.

5. To attract between 250,000 and 350,000 visitors in Year 1 and over

250,000 visitors in subsequent years

This is the only objective to be fully SMART.

3.3 Market Segmentation

* Definition of market segmentation “analysing a market to identify

the different types of consumer.” A-Z of Business Studies

* Markets can be segmented in the following ways:

1. Age Different age groups have different needs and spending

habits

2. Gender Various goods may only be appealing to males, or

females, or maybe both.

3. Socio-economic grouping

4. Geography

5. Lifestyle

6. Ethnicity

* The Deep’s market segments are:

1. Children aged 4-14 вЂ" This is because they want to attract the

younger people, perhaps as a form of education.

2. Caring parents вЂ" Parents who want to take their young children to

entertain them.

3. School groups via teachers вЂ" This can educate children in school

parties; using special “group deals” can attract more schools,

which can bring in a lot of money.

4. �Ageing Greys’ i.e. adults age 55+ - These are people who have a

lot of time on their hands and can visit