Tourism marketing for the 21st century

Dr. Jerome H. Baldemoro

Ateneo de Naga University

“ The Marketing Concept holds that the key toachieving organizational goals consists indetermining the needs and wants of targetmarkets and delivering the desiredsatisfactions more effectively and efficientlythan competitors.” (Kotler,1991:16)

1. Marketing is a management orientation or philosophy.

2. Marketing comprises three main elements linked within a system of exchange transactions.

3. Marketing is concerned with the long term (strategy) and short term (tactics).

4. Marketing is especially relevant to analyzing twenty first century market conditions and can make a major contribution to sustainable development

5. Marketing facilitates the efficient and effective conduct of business.

1. The attitudes and decisions of targetcustomers concerning the perceived utilityand value of available goods and services, interms of their needs, wants, interests andability to pay

2. The attitudes and decisions of producersconcerning production of goods and servicesfor sale, in the context of their long-termbusiness objectives and the widerenvironment in which they operate.

3. The way in which producers communicate with consumers before, during and after the point of sale, and distribute or provide access to their products.