Term
| The three basic types of analyses that are used to analyze marketing opportunities |
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Definition
1. Market Analysis
2. Situational Analysis
3. Feasible Analysis |
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Term
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Definition
| Used when analyzing a new business or expanding an Existing business |
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Term
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Definition
| Use when a business has been operating for at least one year. Study of SWOT of an existing business or other hospitality or tourism business. |
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Term
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Definition
| Used to determine the viability of a future business |
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Term
| How do the three basic analysis that are used to analyze marketing opportunities related to each other in terms of their timing, or when they are conducted by? |
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Definition
| Market and feasibility are before situational |
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Term
| What are the six generic differences b/w the marketing of a tourism oriented service, and manufactured products? Try to use an example. |
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Definition
1. Intangibility- Services cannot be touched, felt, and compared like manufactured goods; they are "experiences"
2. Production Method-product and service are inseparable
3. Perishablity- Time-dependence of service delivery v. "shelf-life" of manufactured product
4. Distribution Channel-No physical distribution. Customer comes to product.
5. Cost Determination- Fixed and variable costs are more difficult to determine v. manufactured goods
6. Relationships to services to providers- cannot separate service from its provider. |
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Term
| What the eight differences of how tourism marketing is particularly unique compared to other services (Differences specific to Marketing Hospitality and Travel) |
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Definition
1.Shorter exposure to services
2.More emotional buying appeals
3.Greater importance of managing experience clues
4.Greater emphasis on stature and imagery
5.More variety and types of distribution channels
6.More dependence on complementary organizations
7.Easier copying of services
8.More emphasis on off-peak promotion |
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Term
| What are Morrison's three "orientations" that describe how a business makes decisions? |
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Definition
1.Production Orientation
2.Sales Orientation
3.Marketing Orientation |
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Term
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Definition
| Like sales orientation. Very strong internal focus. Puts most of its emphasis on selling services that are the easiest and most efficient to produce. Emphasize on sales rather than profits. May provide only the services their executives like best or the one’s they think their customers like based on their manager’s opinions. |
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Term
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Definition
| Like production orientation. Very strong internal focus. Much like product orientation. Planning is short term. Little value is attached to long-term planning. Business growth is seen as being assured. Providing the best or highest quality service is assumed to be an automatic guarantee of success. |
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Term
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Definition
| Acceptance and adoption of the marketing concept-customer’s needs are first priority. Organizations and managers always have a long-term perspective. |
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Term
| What are the nine major attributes of the Marketing Orientation? |
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Definition
1.Customer needs are a first priority and understanding these needs is a constant concern
2.Marketing research is an ongoing activity assigned a very high priority
3.Customer’s perceptions of the organization are known
4.Frequent reviews are made of strengths and weaknesses relative to competitors
5.The value of long-term planning is fully appreciated
6.The scope of business or activities is broadly set, and change is seen as inevitable
7.Interdepartmental cooperation is valued and encouraged
8.Cooperation with complementary organizations is recognized as worthwhile
9.Measurement and evaluation of marketing activities are done frequently |
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Term
| What are the eight marketing factors that Morrison says form the basis of the Marketing Mix? |
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Definition
1.product
2.Place
3.Promotion
4.Price
5.People
6.Packaging
7.Programming
8.Partnership |
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Term
| Which of the 8 marketing factors of the Marketing Mix are especially important in the hospitality and travel industry? |
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Definition
People, Packaging, Programming Partnership
B/c these relate more specifically to the hospitality industry. People are who you are marketing your "product" to, packaging and programming are how you organize your business and help you stimulate demand, partnership is good so that you can work with complimentary business to promote your business |
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Term
| What are the basic industries, businesses and other critical components that interact to create the Destination Mix? Give an example of each. |
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Definition
1.Attractions and events--Carnival
2.Facilities--Restaurant
3.Infrastructure--Highway
4.Transportation--Trains
5.Hospitality--Hotel |
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Term
| Draw a diagram that shows the overlapping relationships of the components of the businesses and other critical components that interact to create the Destination Mix |
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Definition
| Five interconnecting circles with each term inside (no term is in a center circle) |
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Term
| What are the five questions that Morrison identifies that guide the process in the Hospitality and Travel Marketing System? What is the sixth we were given in class? |
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Definition
1.P--Where are we now?
2.R--Where would we like to be?
3.I--How do we get there?
4.C--How do we make sure we get there?
5.E--How do we know we got there?
The sixth we added in class was:
6.A--How do we improve |
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Term
| What is the basic information that each of the five questions (that guide the process in the Hospitality and Travel Marketing System)intend to provide as part of the marketing analysis? |
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Definition
| Planning, Research, Implementation, Control, Evaluate and adaptation |
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Term
| What are the six personal factors? |
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Definition
Needs, wants, and motivation
Perception
Learning
Personality
Lifestyle
Self-concept |
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Term
| What are the five interpersonal factors? |
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Definition
Cultures and sub-cultures
Reference groups
Social class
Opinion leaders
Family |
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Term
| What are the six main analyses that Morrison describes for the Market or situational analysis |
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Definition
1. Marketing Environment Analysis: Looks at the marketing environment factors (competitors, the economy, laws and gov regulations, society and culture, technology, and organizational priorities and goals) and their impacts. Helps highlight long-term marketing opportunities and threats.
2. Location and Community Analysis: Two part process- Part one is the community profile, which summarizes the surrounding communities resources. Part two is an assessment of community trends and their impacts.
3. Primary competitor analysis: Businesses in the local community with a large share of the target markets identified in the market potential analysis.
4. Market Potential analysis: Considers both the organization’s past and potential customers. It is a research study of the market potential, or target markets, upon which he business is built.
5. Services Analysis: Answers the questions “what are the organization’s strengths and weaknesses?” and “What opportunities and problems do they present?” It is a self-analysis involving an inventory of facilities and services and a physical inspection of their condition.
6.Marketing Position and Plan Analysis: Draws from of all of the previous analyses. It is the culmination of he info gathering and analysis process. Key questions considered “What position (image) do we occupy?” and How effective is our marketing?” |
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