HBM 235 1st Edition Lecture 11 Outline of Last Lecture I II Marketing Tourism Marketing Is Unique Outline of Current Lecture I II III IV V Market Orientation vs Product Orientation Market Segmentation Market Segmentation Method Criteria for Segmentation Positioning Current Lecture Ch 7 Continued Marketing Intangibility Simultaneous Heterogeneous Demand Fluctuations Independent parts I Market Orientation vs Product Orientation A Product Orientation product is the emphasis 1 Attributes attractions facilities etc B Market Orientation needs wants of visitors the emphasis 1 Much more successful C Societal market orientation focus on needs wants of visitors but in balance with long term community interest II Marketing Segmentation A Grouping people common characteristics 1 Why group a Person b Product c Place d Price B Communicating appealing messages about product 1 WSU Pullman example a Two target markets undergrads and grad students III Market Segmentation Method A 1 2 3 Forward Segmentation Predetermine who you want Long term considerations Remember Psychographics Near ventures to be targeted B 1 2 3 Backward Segmentation Look at who is coming Purpose of visit surveys Strengths and weakness a Strengths taking identity be proactive b Weakness reactive identity VI Criteria for Segmentation Demographic Socioeconomic Geographic Behavioral Psychographic A Considerations 1 Income potential 2 Competition for segment 3 Cost to attract segment 4 Ability to service segment V Positioning A Your product in the minds of consumer 1 Do you have a position 2 What is it 3 Establish change or reinforce
View Full Document
Unlocking...