HBM 235 1st Edition Lecture 11 Outline of Last LectureI. MarketingII. Tourism Marketing Is UniqueOutline of Current LectureI. Market Orientation vs. Product Orientation II. Market Segmentation III. Market Segmentation Method IV. Criteria for Segmentation V. Positioning Current LectureCh 7 Continued: Marketing-Intangibility-Simultaneous-Heterogeneous-Demand Fluctuations -Independent partsI. Market Orientation vs. Product Orientation A. Product Orientation- product is the emphasis1. 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 SegmentationA. Grouping people (common characteristics)1. Why group?a. Personb. Productc. Placed. PriceB. Communicating appealing messages about product 1. WSU/Pullman examplea. Two target markets undergrads and grad students III. Market Segmentation MethodA. Forward Segmentation 1. Predetermine who you want2. Long-term considerations3. Remember: Psychographics-Near ventures to be targeted B. Backward Segmentation 1. Look at who is coming2. ‘Purpose of visit’ surveys 3. Strengths and weakness?a. Strengths- taking identity, be proactiveb. Weakness- reactive identity VI. Criteria for Segmentation -Demographic-Socioeconomic-Geographic-Behavioral-PsychographicA. Considerations1. Income potential 2. Competition for segment3. 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...