If you order your custom term paper from our custom writing service you will receive a perfectly written assignment on marketing and promotion. What we need from you is to provide us with your detailed paper instructions for our experienced writers to follow all of your specific writing requirements. Specify your order details, state the exact number of pages required and our custom writing professionals will deliver the best quality marketing and promotion paper right on time.
Our staff of freelance writers includes over 120 experts proficient in marketing and promotion, therefore you can rest assured that your assignment will be handled by only top rated specialists. Order your marketing and promotion paper at affordable prices !MARKETING vs PROMOTION?sum Marketing _ Promotion!sum Remember the 4 Ps??sum Marketing
sum is a social and managerial process, which includes planning, research, implementation, control and evaluation - involves EVERYONE in the organisationsum 'Promotion' is only the tip of the marketing iceberg!sum Sales and Promotion = $$$$ (it is what we see!)sum 'Marketing' goes on 'behind closed doors'Unit Aimssum Build on your strategic tourism marketing knowledge from Semester 1sum How to practically carry out a marketing plan, with emphasis on sales and promotionsum designing services and productssum distribution channelssum pricingsum communications (promotions) mix toolssum advertisingsum public relations and the mediasum internetUnit Topicssum Unit is divided into 10 topicssum 1. Destination marketingsum . New Product Development for tourism and hotel businessessum . Pricing tourism and hospitality servicessum 4. Channels of distribution used by the tourism industrysum 5. The communications mixsum 6. Advertising, ethics of advertisingsum 7. Public relations, sales promotionsum 8. Electronic marketing and the Internetsum . Database and direct marketingsum 10. Managing and controlling the sales functionRequired Text andRecommended Reference Materialssum Kotler, P. Bowen, J. & Makens, J (00). Marketing for Hospitality and Tourism, Prentice Hall, New Jersey. rd editionsum Recommended reference materials listed in Unit Outlinesum Marketing related articles see list of academic journals and trade magazines in Unit OutlineAssessment!sum Assignment 1 (term paper - problem tasks)0%sum Assignment (group project to 4 students)40%sum PART A (Overview of Proposed Marketing Strategy = 15%)sum PART B (Communications Mix = 5%)sum Final exam40%sum (A) True/false questionssum (B) Multiple choice questionssum (C) Essay questionssum Lyndie will discuss more about assessment in your tutes THIS WEEKDestination MarketingLecture 1Week 1Tourism and Hospitality Sales and PromotionErica WilsonThis Week's Readingssum Kotler et al (00, rd edition), CHAPTER 18sum Book of Readingssum 1.1sum 1.sum 1.sum 1.4sum 1.5Today's Objectivessum Understand the importance of tourism to a destinationsum Be able to identify the different strategies that can be used to attract touristssum Identify the components that contribute to a tourist's image of a destinationsum Understand the marketing function of a national tourist office (NTO)sum Identify future challenges facing destination marketing organisations (DMOs)Why Focus on the Destination?sum Your previous unit focused on demand-side identifying target markets and building the marketing plan to reach those marketssum But what about the supply-side (i.e. the DESTINATION?). sum Tourism and hospitality facilities should recognise that they have a vested interested in the well-being of any destination of which they become a part.Why study Destinations?sum Because they aresum Where the tourist chooses to travels to sum Where the tourist's time and money are spentsum The environment in which facilities such as hotels, resorts, restaurants or convention centres are built and operatesum And because, most of the tourism organisation's marketing budget is spent promoting destinations!What is a 'Destination'?sum What do YOU think of when you hear the words 'tourist destination'?sum "Destinations are places with some form of actual or perceived boundary, such as the physical boundary of an island, political boundaries, or even market-created boundaries"sum Kotler et al (00, p. 718)Two Types of DestinationMill and Morrison (185) classify destinations assum Primarysum the primary touring destination sum where people are willing to travel a long distance to, eg Pyramids of Egypt, the Great Wall of China, Ulurusum Secondary sum stopover destination sum would not attract people from a long distance on its own sum Draw people on a transit route to a primary destinationsum Eg, regional areas and townsAnother Typology of 'Destination'sum Macrodestinationsum Eg. USA, Australia, contain thousands of regions, states, towns and citiessum Microdestinationsum The regions, states, towns, cities and visitor destinations within a town that make up the macrodestinationsum Kotler et al (00, pp. 718-71)What does a Destination need to attract Tourists?sum Attractions- natural, built, culturalsum Accessibility- transit routes,visas, intermediariessum Community Support will locals tolerate tourism devp't?sum Security- perception of risk and crisis mgtsum Support facilities- infrastructure, airport runways, telephone linessum Destination image marketing What people think and feel, not what they know! a powerful toolsum Cost/benefit advantages- time, money, travel to and from destination for touristThe Promotion of Destinations Whose Responsibility?sum Marketing a destination can happen at four levelssum National ATC (Australian Tourist Commission)sum ATC is a DMO - Destination Marketing Organisation (sometimes called an NTO, or National Tourist Office)sum State Tourism NSWsum Region Northern Rivers Regional Tourismsum Local Lismore TourismHow do countries compare in their destination marketing? Top Tourism Promotion Budgets in 16 (USD '000)1. Aust87 4. UK78 710. Spain78 6474. France7 85. Singapore5 556. Thailand51 187. Netherlands4 7008. Austria47 54. Ireland7 81110. Portugal7 71(Source WTO, 17)The Challenge in Promoting Destinationssum "Tourist destinations are products. They need to be positioned and promoted just as other products do"sum Kotler et al (00, p. 716)sum Can you see the problems inherent in this statement?Let's Take a Step Back Here…sum To understand destinations and how to market them effectively, we must first understand what motivates tourists to travel to a destination, AND how tourists are not all the same!sum "Not every tourist is interested in a particular destination. A destination would waste its money trying to attract everyone who travels. Instead of a shotgun approach, destinations must take a rifle approach and sharply define target markets" sum (Kotler et al, 00, p. 70)Plog's Tourist Typologysum Plog (174) proposes psychographic typologies and matches destinations to themAllocentricssum have a sense of discovery and are looking for new experiencessum are adventurous and like to explore alonesum seek out novelty and have high activity levelssum prefer areas that are not developed tourist destinationssum enjoy meeting and dealing with people from other culturesPsychocentricssum prefer travelling to well known destinationssum prefer taking a package toursum seek familiarity in regards to food, shops and attractionssum are comfortable being with other travellers like themselvessum seek passive activitiesMultiple Choice Question!sum Which of the following destinations is a psychographic Australian living in New South Wales MOST likely to visit?sum A.Coffs Harboursum B.Bali, Indonesiasum C.Botswana, Africasum D.Mount Everest, Nepalsum E.Arnhem Land, NTLet's Take a Vote!sum How many in this class aresum REAL ALLOCENTRICS?sum TRULY PSYCHOCENTRICS?sum SOMEWHERE IN BETWEEN?sum WOULDN'T HAVE A CLUE???Williams & Zelinsky's Push and Pull Factors (1sum Push factorssum Desire to escape and get awaysum The need to experience something differentsum Ego-enhancementsum Peer pressure to take a holidaysum Pull factorssum Presence of attractions of interestsum Image of the destinationsum Availability of activities that cannot be done at homeCrompton's Psychological Determinants of Demand (17)sum Prestigesum Escapesum Sexual opportunitysum Educationsum Social interactionsum Family bondingsum Relaxationsum Self-discoverysum Can you think of examples of tourism products that are based on each of these categories?Cohen's Sociological Classification (17)sum Organised Mass Touristsum Individual Mass Touristsum Explorersum Driftersum Examples???So how does a tourist destination become a tourist destination?The Destination Life Cycle(Butler, 180)sum Six stages of destination life cyclesum Explorationsum Involvementsum Developmentsum Consolidationsum Stagnationsum Rejuvenation OR declinesum So what does this mean for destination marketers?Some Important Issues in Marketing a Destinationsum Forever growth?sum DMOs will need to change outdated distribution system to a mass market (See Reading 1.5)sum Only promote what you've got!sum Market segmentssum Responsibilities facing marketers (ethics, social and environmental responsibility)sum Long term market planning joint & relationship marketing sum 'Demarketing'Can you think of examples of destinations that are in need of demarketing? Please note that this sample paper on marketing and promotion is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on marketing and promotion, we are here to assist you. Your cheap custom college paper on marketing and promotion will be written from scratch, so you do not have to worry about its originality.
Order your authentic assignment and you will be amazed at how easy it is to complete a quality custom paper within the shortest time possible!
