HT618HT618SALES & MARKETINGSALES & MARKETINGTOPIC 1:TOPIC 1:OVERVIEW OF SALES AND OVERVIEW OF SALES AND MARKETINGMARKETING

LECTURER:LECTURER:INTAN SHAFINA SUIDINTAN SHAFINA SUID

SALESSALES@@

MARKETINGMARKETING

ANSWER THIS…ANSWER THIS…

Study the market needs. See what the consumer wants

Marketing

Study the market offers. what competitors are currently offering in terms of price, location, etc.

Marketing

Brainstorm on the approaches and strategies to be used to satisfy the customers in terms of price, location, messages, tone of voice, and so on.

Marketing

Tell and advice the people whom are going to meet the clients what to say and what not to say.

Marketing

Convince the customer to buy. Sales

Get proper feedback from the customer about their experience.

Marketing

MARKETINMARKETINGG

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.

(Gary Armstrong & Philip (Gary Armstrong & Philip Kotler)Kotler)

MARKETING MARKETING MANAGEMENTMANAGEMENT

The analysis, planning, implementation and control of programs designed to create,

build & maintain beneficial exchanges with target buyers for the purpose of achieving

organizational objectives

(Kotler, 1998)(Kotler, 1998)

HOSPITALITY & TOURISM HOSPITALITY & TOURISM MARKETING SYSTEM – Task & MARKETING SYSTEM – Task & steps (PRICE Model)steps (PRICE Model)

STEPS HOSPITALITY & TOURISM MARKETING

TASK / FUNCTION

Where are we now? Current situation Planning

Where would we like to be?

Desired future situation Research

How do we get there? Marketing plan Implementation

How do we make sure we get there?

Monitoring & adjusting marketing plan

Control

How do we know if we got there?

Evaluating & measuring results of marketing plan

Evaluation

Basic Concepts of Marketing

1 NEED- A state of felt deprivation- Include physical, social & individual needs

2. WANT- The form taken by a human need

as shaped by culture and individual personality

3. DEMAND - Human wants that are backed by

buying power

4. PRODUCT- Anything that can be offered to a

market for attention, acquisition, use or consumption that might satisfy a want or need.

- Includes physical objects, services, persons, places, organizations & idea.

Basic Concepts of Marketing

5. SERVICE- Any activity @ benefit that one

party can offer to another that is essentially intangible & does not result in the ownership of anything.

Basic Concepts of Marketing

6. VALUE- The difference between the values the customer gains from owning & using a product and the costs of obtaining the product.

7. SATISFACTION- The extent to which a product’s perceived performance matches a buyer’s expectations.

Basic Concepts of Marketing

8. EXCHANGE- The act of obtaining a desired object

from someone by offering something in return

9. TRANSACTION- A trade between two parties that involves at least two things of value, agreed-upon conditions, and a place of agreement.

10. MARKET- The set of all actual and potential buyers

of a product or service.

Basic Concepts of Marketing

SALESALESS

SELLING SELLING

IS NOT IS NOT

MARKETINGMARKETING

SALESALESS

Selling Selling is the process by which I is the process by which I convince a prospective convince a prospective

buyer to barter my services buyer to barter my services or products for money or or products for money or

other services or products. other services or products.

RELATIONSHIP OF MARKETING & RELATIONSHIP OF MARKETING & SALESSALES

SERVICESERVICEAny activity or benefit that

one party can offer to another that is essentially intangible and does not

result in the ownership of anything.

CHARACTERISTICS OF CHARACTERISTICS OF SERVICE MARKETINGSERVICE MARKETING

1. Intangibility2. Inseparability3. Variability4. Perishability5. Lack of ownership

Unlike products, services are mainly intangible by nature.

Services are difficult to measure, pre-test or demonstrate.

It is impossible for the consumer to touch, smell, feel or hear the service offering in the same way as they can test a product.

It is difficult for clients to tell in advance what they will be getting.

INTANGIBILINTANGIBILITYITY

INSEPARABILINSEPARABILITYITY

Services are produced and consumed

simultaneously in interactions between the

customer and service provider with no delay

between the two.

The services provision and consumption occur at

the same time and both provider and consumer

interact in the process of delivery.

(eg during an online search, or a legal

consultation).

VariabilitVariabilityy

Services involve people, and people are all

different.

There is a strong possibility that the same

enquiry would be answered slightly differently by

different people (or even by the same person at

different times).

It is important to minimize the differences in

performance (through training, standard-setting

and quality assurance).

PerishabilPerishabilityity

A service ‘dies’ if not consumed

within a given time.

Unused capacity cannot be stored for

future use.

For example, spare seats on one

aeroplane cannot be transferred to

the next flight

LACK OF LACK OF OWNERSHIPOWNERSHIP

The customer only owns a service temporarily such as in renting a holiday cottage, buying an aircraft seat, paying for time in a museum.

They bring back memories and feelings from a holiday.

MARKETING ISSUES AND BARRIERS IN TOURISM INDUSTRY1. Globalization

2. Information Technology3. Economic changes4. Demand on social & etiquette

responsibilities5. New marketing landscape