Marketing I.

(GTI21AN101EN)

Lecture 1: The Marketing Process

1. The Marketing Process

(9)

Construct an (3)
Engage
Understand the Design a marketing Capture (6) from
customers, build
marketplace and customer value- program that customers to
profitable (4),
customer (1) driven (2) delivers superior create (7) and (8)
and create (5)
value

(1) (4) (7)

(2) (5) (8)

(3) (6) (9)

2. Marketing Management Orientations 1.

(1) (4)
(2) (5)

(3)

3. Marketing Management Orientations 2.

Starting point Focus Means Ends

The selling
concept

The marketing
concept
Marketing I. (GTI21AN101EN)

Lecture 2: Marketing Environment

1. Marketing information system

(1) (3) (5)

(2) (4)

2. Marketing Environment

Microenvironment Macroenvironment
• consists of the ………..…………………….. • consist of the larger ………………….
to the company that …………………….. ……………. that affect not only the
its ability to serve its customers, company but also the other factors
• have a …………… impact on the in the microenvironment,
company. • companies have only …………………..
• the company may have ………………. influence on them.
on the microenvironment.
EXAMPLES: EXAMPLES:

1 1
2 2
3 3
4 4
5 5
6 6
Marketing I. (GTI21AN101EN)

3. Responding to the Marketing Environment

Passive Proactive Reactive

Lecture 3: Marketing research

1. Types of data

Collection … Secondary Primary

purpose

process

cost

time

2. Qualitative and quantitative research

Qualitative Quantitative

Objectives

Sample
Data
collection
Data Analysis

Results
Marketing I. (GTI21AN101EN)

3. Case study
A significant rebound in consumer intention to travel: 71% of Europeans will be traveling
this summer
Europ Assistance (“EA”) announced the international findings of their 21st edition of the Holiday
Barometer. The ……. was conducted by Ipsos among 15,000 people across 15 countries. It tracks global
travel trends. The …… was taken between April 26 and May 16, 2022.

Key takeaways

•72% of Europeans feel “really excited to travel” or “happy to travel” this year; overall, with 71% of
Europeans intending to travel during the summer, which represents a +14pts increase compared to
2021.
• Holidaymakers are spending more money this summer: they report a higher travel budget this year
than they did in 2021, with average levels increasing around +20%..This remains lower than pre-
pandemics levels.
This leads to return to a number of pre-Covid travel habits, such as:
• Appeal of travel abroad increasing significantly: 48% (+13pts) of Europeans, 36% (+11pts) of
Americans and 56% (+7pts) of Thais intend to travel abroad this summer. Nevertheless, domestic travel
remains at higher level than 2019 in almost all the countries.
• City adventures are popular again: they appear as the most popular type of destination for North
Americans. o Hotels continue to be the preferred choice for accommodation (52% of holidaymakers in
US, 46% / +9pts in Europe) while vacation rentals remain attractive (30% in Europe, 20% in USA).
• Air travel is back: Europeans will use their car less than last year (55%, -9pts) and favor air travel
(33%, +11pts). Same goes for Americans, in more balanced proportions (48%, -7pts vs 43%, +5pts).
• People are back to planning vacation ahead of time, rather than leaving it till last minute: only 22%
of Europeans have not yet decided on their destination (-10pts vs last year).
• Covid-19 is no longer the first concern for European and North American travelers, overpassed by
both inflation and personal / family reasons concerns.
• Concerns about inflation and price increases are much present in peoples’ mind: financial
considerations are mentioned as one of the main reasons not to travel by 41% of Europeans who won’t
be going on a trip this summer (+14pts vs 2021), 45% of Americans (+9pts) and 34% of Thais (+10pts).
• With an ever-growing awareness of travel-related cancellations and health concerns, Covid-19 has
transformed travel insurance purchases into a durable trend that should continue well beyond the
pandemic period.

About this study

The 2022 edition of the Holiday Barometer from Europ Assistance and Ipsos was conducted in 15
countries including the United States, Canada, United Kingdom, Italy, France, Spain, Switzerland,
Germany, Austria, Portugal, Belgium, Poland, Czech Republic, Thailand and Australia. In each country,
1,000 consumers aged 18 years and older took part in an online questionnaire. The survey was
conducted between April 26th and May 16th and investigated consumer holiday plans and travel
preferences.

17 June 2022

SOURCE: https://www.ipsos.com/en/holiday-barometer-2022