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PowerPointslides to accompany
Marketing Tourism in South Africa 4eby
Richard George
ISBN 978 0 19904941 7
Oxford University Press Southern Africa (Pty) Ltd
Vasco Boulevard, Goodwood, Cape Town, Republic of South Africa
P O Box 12119, N1 City, 7463, Cape Town, Republic of South Africa
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted,in any form or by any means,without the prior permission in writing of Oxford University Press Southern Africa(Pty) Ltd, or as expressly permitted by law, or under terms agreed with the appropriate designatedreprographics rights organisation. Enquiries concerning reproduction outside the scope of the above shouldbe sent to the Rights Department, Oxford University Press Southern Africa (Pty) Ltd, at the address above.
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Chapter 1
Marketing principles
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Chapter content
What is marketing? Evolution of marketing
Six marketing-management orientations Difference between marketing and
selling
Marketing orientation
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Chapter content
How marketing applies to the field oftourism
Main processes of marketing Reasons for studying marketing Chapter case study: Sun International
Hotel, Resorts and Casinos
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Marketing defined
How would you define marketing? Consumer centric
An ongoing process and a philosophy
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Marketing defined
Defined as:A social and managerial process by which
individuals and groups obtain what they need
and want through creating and exchanging
products and values with others
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Marketing defined
Do consumers usually want or need aholiday?
Three stages of evolution:
Production era Sales era
Marketing era
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Marketing defined
Six marketing-management orientations(see Fig. 1.2):
Production orientation
Product orientation Selling orientation (see Fig. 1.3) Consumer-marketing orientation Societal-marketing orientation (see Fig. 1.4) Online-marketing orientation
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Figure 1.2 The six marketing-
management orientations
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Figure 1.3A comparison of the
selling and marketingorientations
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Figure 1.4 The societal-
marketing orientation
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Marketing orientation
Marketing orientation: Marketing as a process
Marketing as a philosophy Marketing as a relationship managementactivity
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Marketing orientation
Marketing fits into the subject area oftourism at three different levels:
Individual business level Destination level Country level
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Figure 1.5A model to show
how marketing fits into tourismorganisations
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Figure 1.6 The tourism system
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Main marketing
processes Four main processes of effective tourism
marketing:
Information gathering Marketing planning
Elements of the marketing mix (see Fig. 1.7) Promotional strategies
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Figure 1.7 The marketing mix
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Why study marketing?
Reasons to study marketing:An important role in society
Important to all types of businessAffects everyday life Offers terrific career opportunities
An important and growing field of study