General Non - Tourism

TOURISM MARKETING
MITD - ECOLE HOTELIERE SIR GAETAN

DUVAL WELCOMES PARTICIPANTS
FROM THE FEDERAL DEMOCRATIC
REPUBLIC OF ETHIOPIA
TOURISM MARKETING
NETWORKING????????
INTRODUCTIONS – THE PARTICIPANTS
Please state:
• Your full name
• What you prefer to be called
• Your position
• Your organisation
• Your main aim in this program
(2 minutes per person)

SIYOUM TIJANI NURHUSIEN

TEMESGEN HUSSEN DESALEGN BEKELE UMA
NIGUSSIE AREBI MERIE BENTI
ALULA AKLILU ADDISALEM LEUL SISAY RAHAM GEBREMESKEL KASSA

HAILU HAILESLASSIE MOGES TAFFERE
SEID YESUF SETIE ASIRESS DAGNACHEW MEGA ENDGAW SISAY

ENDRIS EWNETU DARICHA TESFAYE
HADUSH ALEMSHEWIT YOHANNES ATAKILTI

GEBREKIDAN GEBREWAHID YEMANE GEBREKIDAN
WELEGERMA MESFIN GESSESSOW KAHISAY
INTRODUCTIONS – THE FACILITATOR
HOUSEKEEPING RULES
• Please note that the campus is a non-smoking
zone.
• Please switch off your mobile phones or put on
silent mode during the training sessions.
• Please use toilets next to the staircase, on first
floor.
• Tea breaks at 10.30 and 15.00
• Lunch from 12.30 – 13.30 in EHSGD restaurant.
TOURISM MARKETING
• Responsible – Switch off your mobile phones
or put on silent mode
• Open - voice out your opinions/don’t
keep to your positions.
• Participate – get fully involved in role plays
• Experiment – come up with new ideas/innovate
/think out of the box
• Share - concepts/feelings/ideas/experience
TOURISM MARKETING
Setting Your Goals

Exercise 1
Your expectations…..
Welcome to
Copyright © 2010 Pearson Education, Inc.

Chapter 1- slide 10
Publishing as Prentice Hall
Contents
1. Marketing Management Orientation
2. Marketing Environment
3. Marketing Strategy
4. Consumer Behaviour
5. Product
6. Branding
7. New product development
8. Price
9. Promotion
10. Marketing research

Chapter 1- slide 11
Marketing
Management
Orientation

Chapter 1- slide 12
What Is Marketing?
Marketing is a process by which companies create
value for customers and build strong customer
relationships to capture value from customers in
return

Chapter 1- slide 13
Marketing Management
Orientation
Marketing management is the art and science of choosing

target markets and building profitable relationships with
them
– What customers will we serve?
– How can we best serve these customers?

Chapter 1- slide 14
Orientation
Production Product Selling Marketing Societal

concept concept concept concept concept

Chapter 1- slide 15
Orientation
• Production concept is the idea that consumers will favour

products that are available or highly affordable
• Product concept is the idea that consumers will favour

products that offer the most quality, performance, and
features. Organization should therefore devote its energy to
making continuous product improvements.
• Selling concept is the idea that consumers will not buy

enough of the firm’s products unless it undertakes a large
scale selling and promotion effort
Chapter 1- slide 16
Orientation
• Marketing concept is the idea that achieving organizational

goals depends on knowing the needs and wants of the target
markets and delivering the desired satisfactions better than
competitors do
• Societal marketing concept is the idea that a company should

make good marketing decisions by considering consumers’
wants, the company’s requirements, consumers’ long-term
interests, and society’s long-run interests

Chapter 1- slide 17
Marketing
Environment

Chapter 1- slide 18
The Company’s Microenvironment

Chapter 1- slide 19
TOURISM MARKETING Group Exercise 2
Conduct a SWOT analysis for the
Ethiopian Tourism Industry/INSTITUTION
The Company’s
Macroenvironment

Chapter 1- slide 21
The Company’s
Macroenvironment
Demographic Environment
Demography is the study of human

populations in terms of size, density,
location, age, gender, race, occupation,
and other statistics
• Demographic environment is important
because it involves people, and people
make up markets
• Demographic trends include age, family
structure, geographic population shifts,
educational characteristics, and
population diversity
Chapter 1- slide 22
The Company’s
Macroenvironment
Economic & Political Environment
Economic environment consists of factors that affect consumer

purchasing power and spending patterns
• Industrial economies are richer markets
• Value marketing involves ways to offer financially cautious
buyers greater value—the right combination of quality and
service at a fair price
Political environment consists of laws, government agencies, and

pressure groups that influence or limit various organizations and
individuals in a given society
Chapter 1- slide 23
The Company’s
Macroenvironment
Technological & Natural Environment
Technological environment is the most dramatic force in

changing the marketplace
• Creates new products and opportunities
• Safety of new product always a concern
Natural environment involves the natural resources that are

needed as inputs by marketers or that are affected by
marketing activities
• Trends & Shortages of raw materials

Chapter 1- slide 24
The Company’s
Macroenvironment
Cultural Environment
Cultural environment consists of institutions and other forces
that affect a society’s basic values, perceptions, and
behaviours
• Core beliefs and values are persistent and are passed on

from parents to children and are reinforced by schools,
churches, businesses, and government
• Secondary beliefs and values are more open to change and
include people’s views of themselves, others, organization,
society, nature, and the universe

Chapter 1- slide 25
Responding to the Marketing
Environment
Views on Responding
Uncontrollabl
Proactive Reactive
e
• React and • Aggressive • Watching
adapt to actions to and reacting
forces in the affect forces to forces in
environment in the the
environment environment

Chapter 1- slide 26
TOURISM MARKETING
Group Exercise 3
Conduct a PESTEL analysis for the Ethiopian Tourism Industry
• Political influences
• Economical influences
• Social influences
• Technological influences
• Environmental influences
• Legal influences
Marketing Strategy

Chapter 1- slide 28
Chapter 1- slide 29
Marketing Strategy
Market segmentation is the division

of a market into distinct groups of
buyers who have distinct needs,
characteristics, or behaviour and Geographic Demographic
segmentation segmentation
who might require separate
products or marketing mixes
Market segment is a group of

consumers who respond in a Psychographic Behavioral
similar way to a given set of segmentation segmentation
marketing efforts

Chapter 1- slide 30
Market Segmentation
• Geographic segmentation divides the market into different
geographical units such as nations, regions, states, counties, or
cities
• Demographic segmentation divides the market into groups based

on variables such as age, gender, family size, family life cycle,
income, occupation, education, religion, race, generation, and
nationality
• Psychographic segmentation divides buyers into different groups

based on social class, lifestyle, or personality traits
• Behavioral segmentation divides buyers into groups based on

their knowledge, attitudes, uses, or responses to a product
Chapter 1- slide 31
Market Segmentation
Requirements for Effective Segmentation
• To be useful, market segments must be:
Measurable Accessible
Substantial Differentiable
Actionable
Chapter 1- slide 32
Market Targeting

Chapter 1- slide 33
Market Targeting
Market targeting is the process of evaluating each market segment’s
attractiveness and selecting one or more segments to enter
• Undifferentiated marketing targets the whole market with one

offer
• Differentiated marketing targets several different market
segments and designs separate offers for each
• Concentrated marketing targets a small share of a large market
• Micromarketing is the practice of tailoring products and
marketing programs to suit the tastes of specific individuals and
locations
Chapter 1- slide 34
Differentiation and Positioning
Product position is the way

the product is defined by
consumers on important
attributes—the place the
product occupies in
consumers’ minds
relative to competing
products
– Perceptions
– Impressions
– Feelings

Chapter 1- slide 35
Choosing a Differentiation and Positioning
Strategy
• Identifying a set of possible competitive
advantages to build a position
• Choosing the right competitive advantages
• Selecting an overall positioning strategy
• Developing a positioning statement
• Build on Points-of-Difference and Points-of-
Parity
Chapter 1- slide 36
• There are two important concepts when it comes to positioning:
points of parity and points of difference.
• When a brand establishes a frame of reference, or competitive
set, there are obvious points of parity. These are features and
benefits offered by basically everyone. They do not differentiate,
but a brand that falls short on these dimensions will surely be
hurt. For example, all small cars have four wheels, a steering
wheel, lights and pretty good gas mileage. These are all points of
parity.
• Points of difference are the things that help a brand stand out.
These are the factors that drive purchase. Small cars are all
pretty similar but the Mini Cooper is uniquely sporty and fun to
drive.
Chapter 1- slide 37
Identifying Possible Value Differences and
Competitive Advantages
Competitive advantage is an advantage over

competitors gained by offering consumers
greater value, either through lower prices
or by providing more benefits that justify
higher prices

Chapter 1- slide 38
Choosing a Differentiation and Positioning
Strategy
Identifying a set of possible competitive
advantages to build a position by
providing superior value from:
Product differentiation
Service differentiation
Channel differentiation
People differentiation
Image differentiation
Chapter 1- slide 39
Marketing Mix & an Integrated
Marketing Program
The marketing mix is the set of tools
(four Ps) the firm uses to
implement its marketing strategy.
It includes product, price,
promotion, and place.
Integrated marketing program is a

comprehensive plan that
communicates and delivers the
intended value to chosen
customers.
Chapter 1- slide 40
Consumer
Behaviour

Chapter 1- slide 41
Consumer Behaviour
A
How do consumers make decisions?
P
?
P
L
I Why do consumers make the
decisions that they make?
E
D
How can marketers influence

consumers’ decision making process?
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 6-42

D
E The Consumer Decision-Making Process is the steps that
F consumers take to identify and evaluate choice options.
I
N
E
D

Consumer Decision-Making Process
E Need
Recognition
X
P Information
L Search
A
I Evaluate
Alternatives
N
E Purchase
D Decision
Postpurchase
Evaluation
E Problem
Recognition Internal External
X
P Information
L Search
A
I Evaluate
Alternatives
N
E Purchase
D Decision
Marketing Message
Postpurchase
Evaluation
E Need
Recognition Depends on:
X How much information you have
P Information
Ease of obtaining information
L Search
A Value you place on information
I Evaluate
Alternatives
N
E Purchase
D Decision
Postpurchase
Evaluation
Evoked Set Model
T
All Brands
H
I
N
K Known Brands
Unknown
Brands
A
B
O Unacceptable Acceptable Overlooked
U
T
Purchased Rejected
I Brand Brands
T
E Need
Recognition
X Process varies with product type
P Information
L Search
A
I Evaluate
Alternatives
Careful,
logical
Impulse Seek advice
N
E Purchase
D Decision
Weigh attributes Rank Brands
Postpurchase
Evaluation
E Need
Recognition
Brand to purchase selected, but not
bought
X
P Information
L Search Choice can still be altered
A
I Evaluate
Alternatives
Opinion of
Unexpected
others
N
E Purchase
D Decision
Postpurchase
Evaluation
Maslow’s Hierarchy of Needs
A Self-actualization Needs
(self development)
P
P Esteem
L Needs
I (Self-esteem, status)
E Social Needs
(Sense of Belonging, love)
D
Safety Needs
(Security, protection)
Physiological Needs
(Hunger, thirst)

TOURISM MARKETING
Group Exercise 4
 MEETINGS THE NEEDS OF THE

CUSTOMER
 HOW TO MATCH THE NEEDS

Characteristics Affecting
Consumer Behaviour
Factors Influencing Consumer Behaviour

Chapter 1- slide 52
Consumer Behavior
Groups and Social Networks
Membership Aspirational Reference

Groups Groups Groups
• Groups with • Groups an • Groups that
direct influence individual form a
and to which a wishes to comparison or
person belongs belong to reference in
forming
attitudes or
behavior

Chapter 1- slide 53
Consumer Behaviour
Groups and Social Networks
• Word-of-mouth influence and buzz
marketing
– Opinion leaders are people within a
reference group who exert social
influence on others
– Also called influentials or leading
adopters
– Marketers identify them to use as
brand ambassadors

Chapter 1- slide 54
The Buyer Decision Process
Buyer Decision Making Process
Consumer Consumer Satisfaction or

processes buys the dissatisfaction
information to most due to
arrive at brand preferred consumer’s
choices brand due to expectations
attitudes of and product’s
others or perceived
Unexpected performance.
situational Customer
factors satisfaction is a
key to building
profitable
relationships
with
consumers

Chapter 1- slide 55
Product

Chapter 1- slide 56
What Is a Product?
Product is anything that can be offered in a market for attention,

acquisition, use, or consumption that might satisfy a need or
want
Product features are a competitive tool for differentiating a product

from competitors’ products

Chapter 1- slide 57
What Is a Product?
Levels of Product and Services

Chapter 1- slide 58
Product Life-Cycle Strategies
• Product development
– Sales are zero and investment costs mount
• Introduction
– Slow sales growth and profits are nonexistent
• Growth
– Rapid market acceptance and increasing profits.
• Maturity
– Slowdown in sales growth and profits level off or decline
• Decline
– Sales fall off and profits drop

Chapter 1- slide 59
Introduction Stage
• Slow sales growth

• Little or no profit
• High distribution and promotion expense

Chapter 1- slide 60
Growth Stage
• Sales increase
• New competitors enter the market
• Price stability or decline to increase volume
• Consumer education
• Profits increase
• Promotion and manufacturing costs gain
economies of scale

Chapter 1- slide 61
Maturity Stage
• Slowdown in sales
• Many suppliers
• Substitute products
• Overcapacity leads to competition
• Increased promotion and R&D to support
sales and profits

Chapter 1- slide 62
Decline Stage
• Maintain the product

• Harvest the product
• Drop the product

Chapter 1- slide 63
Brand

Chapter 1- slide 64
Branding
D
E A Brand is a promise to deliver specific benefits associated
F with products or services to consumers
I
N Brand is the name, term, sign, or design—or a combination of
E
these—that identifies the maker or seller of a product or
D
service
Brand equity is the differential effect that the brand name

has on customer response to the product and its marketing
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8- 65

Branding
Brand represents the consumer’s perceptions and feelings

about a product and its performance.
It is the company’s promise to deliver a specific set of features,

benefits, services, and experiences consistently to the buyers

Chapter 1- slide 66
Branding
E
For the For the
X manufacturer consumer
P
L Represents
Ownership
A
Delivers a
I Promise
N Distinguishes
E from Competitors
D Offers
Consistency
Adds Value
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Higher
Perceived
Quality
A
P
P Brand Price
L Extensions Premium
I Branding
E
D
Greater
Higher
Market
Margins
Share

Brand Equity
D Brand Equity is the power of a brand, through creation of a
E distinct image, to influence customer behavior.
F
I
N • Channel Switching – allows a company to move into new
E channels
D • Brand Stretching – allows for new products to be
introduced under an existing brand name due to
consumer trust
• Brand Alliances – partnering with other companies
through co-branding
• Relationship Building – allows for faster and closer
connection to customers and distribution partners
• Supplier Advantages – strong products attract attention
to suppliers. Suppliers are then willing to extend more
favourable pricing etc. to secure a relationship.
2008 Global Brands Rankings
Each year Interbrand, a brand management company, conducts a study as
T to the value of global brands and the findings are published in Business Week
H
I 2014 2013
Company Brand Value
Rank Rank
N
1 1 Coca-Cola $66.7
K
2 3 IBM $59.0
3 2 Microsoft $59.0
A 4 4 GE $53.1
B 5 5 Nokia $35.9
O 6 6 Toyota $34.0
U 7 7 Intel $31.3
T 8 8 McDonald’s $31.0
9 9 Disney $29.3
I 10 20 Google $25.6
T Source: Business Week / Interbrand study
D
E
F
I
N
E
D

Building Strong Brands
A A Strong Brand occupies a distinct position in consumers’
minds based on relevant benefits and creates an emotional
P connection between businesses and consumers.
P n
o
L ec
ti
Co
In tito
nn s Product
cr rs
pe
o
I l C er
ea t
a
sin o c
n s um
o Values
g D op
oti Con
E
iffi y Po
Em ith
cu si
r
e w
lt tio
D gh Product Benefits
fo ni
Hi
r ng
Product Attributes
Brand Positioning
Branding Strategy: Building Strong Brands
Brand Name Selection
Desirable qualities
1. Suggest benefits and qualities
2. Easy to pronounce, recognize, and remember
3. Distinctive
4. Extendable
5. Translatable for the global economy
6. Capable of registration and legal protection

Chapter 1- slide 73
Branding Strategy: Building Strong Brands
Brand Development Strategies

Chapter 1- slide 74
Branding Strategy
D
E Brand Management is the overall coordination of a brand’s
F equities to create long-term brand growth through
I overseeing marketing mix strategies.
N
E
This can be managed by:
D
• Consistent brand message

• Manage customer experience
• Focus on long-term growth

New Product
Development

Chapter 1- slide 76
New-Product Development
Reasons for new product failure
Overestimation of market size

Poor design
Incorrect positioning
Wrong timing
Priced too high
Ineffective promotion
Management influence
High development costs
Competition
Chapter 1- slide 77
New-Product Development Process
Major Stages in New-Product Development

Chapter 1- slide 78
Idea Generation
Idea generation is the systematic search for
new-product ideas
Sources of new-product ideas
• Internal
• External

Chapter 1- slide 79
Concept Development and Testing
Product idea is an idea for a possible product that the

company can see itself offering to the market
Product concept is a detailed version of the idea stated in

meaningful consumer terms
Product image is the way consumers perceive an actual or

potential product

Chapter 1- slide 80
Marketing Strategy Development

• Marketing strategy development refers to the
initial marketing strategy for introducing the
product to the market
• Marketing strategy statement includes:

– Description of the target market
– Value proposition
– Sales and profit goals

Chapter 1- slide 81
Business analysis involves a review of the sales,

costs, and profit projections to find out whether
they satisfy the company’s objectives

Chapter 1- slide 82
Product development involves

the creation and testing of
one or more physical
versions by the R&D or
engineering departments
• Requires an increase in
investment
Chapter 1- slide 83
Test marketing is the stage at which the product and

marketing program are introduced into more realistic
marketing settings
Provides the marketer with experience in testing the

product and entire marketing program before full
introduction

Chapter 1- slide 84
Types of Test Markets
Standard test markets

Controlled test markets
Simulated test markets

Chapter 1- slide 85

When firms test When firms may
market not test market
• New product • Simple line
with large extension
investment • Copy of
• Uncertainty competitor
about product product
or marketing • Low costs
program • Management
confidence

Chapter 1- slide 86
Commercialization is the introduction of the new

product
• When to launch
• Where to launch
• Planned market rollout

Chapter 1- slide 87
Managing New-Product Development
Successful new-product development should

be:
• Customer centered
• Team centered
• Systematic

Chapter 1- slide 88
New-Product Development Strategies
Customer-centered new product

development focuses on
finding new ways to solve
customer problems and
create more customer
satisfying experiences
• Begins and ends with solving
customer problems

Chapter 1- slide 89
Team-based new-product development is a

development approach where company
departments work closely together in cross-
functional teams, overlapping in the product-
development process to save time and increase
effectiveness

Chapter 1- slide 90
Systematic new-product
development is an
innovative development
approach that collects,
reviews, evaluates, and
manages new-product
ideas
• Creates an innovation-
oriented culture
• Yields a large number of new-
product ideas

Chapter 1- slide 91
Price

Chapter 1- slide 92
Factors to Consider When
Setting Prices
Customer Perceptions of Value

Chapter 1- slide 93
Factors to Consider When
Setting Prices
Other Internal and External Considerations
Affecting Price Decisions
• Customer perceptions
of value set the upper
limit for prices, and
costs set the lower limit
• Companies must
consider internal and
external factors when
setting prices

Chapter 1- slide 94
Factors to Consider When Setting
Prices
Other Internal and External Considerations
Competitor's Strategies
• Comparison of offering in
terms of customer value
• Strength of competitors
• Competition pricing strategies
• Customer price sensitivity

Chapter 1- slide 95
Factors to Consider
When Setting Prices
Other Internal and External Consideration
Affecting Price Decisions
Economic conditions
Reseller’s response to
price
Government
Social concerns

Chapter 1- slide 96
Price-Adjustment Strategies
Discount and
Segmented
allowance
pricing
pricing
Psychological Promotional
pricing pricing
Geographic Dynamic International

pricing pricing pricing

Chapter 1- slide 97
Price Changes
Initiating Pricing Changes
Price cuts occur due to:

• Excess capacity
• Increased market share
Price increase from:

• Cost inflation
• Increased demand
• Lack of supply
Chapter 1- slide 98
Price Changes
Responding to Price Changes

Chapter 1- slide 99
Promotion

Chapter 1- slide 100
The Promotion Mix
• The promotion mix is the specific blend of advertising,

public relations, personal selling, and direct-marketing
tools that the company uses to persuasively communicate
customer value and build customer relationships
• Integrated marketing communications is the integration

by the company of its communication channels to deliver
a clear, consistent, and compelling message about the
organization and its brands

The Promotion Mix
Major Promotion Tools

Integrated Marketing
Communications
The New Marketing Communications
Landscape
• Consumers are better

informed
• Less mass marketing
• Changing communications
technology

Marketing
Research

Marketing Information and
Customer Insights
Marketing Information Systems (MIS)
Marketing information system (MIS) consists of

people and procedures for:
– Assessing the information needs
– Developing needed information
– Helping decision makers use the information
for customer

Marketing Information System

Assessing Marketing Information
Needs
MIS provides information to the company’s marketing

and other managers and external partners such as
suppliers, resellers, and marketing service agencies
A good MIS balances what the information users would

like to have against what they need and what is
feasible to offer
User’s
Needs
MIS
Offerings
Developing Marketing Information
Marketing Intelligence
Marketing intelligence is
the systematic collection
and analysis of publicly
available information
about consumers,
competitors and
developments in the
marketplace

• Marketing research is the systematic design,

collection, analysis, and reporting of data relevant
to a specific marketing situation facing an
organization
• Steps in the Marketing Research Process

Marketing Research
Written Research Plan Includes:
Management problem
Research objectives
Information needed
How the results will help

management decisions
Budget
Marketing Research
Developing the Research Plan
Secondary data consists of information that already

exists somewhere, having been collected for another
purpose
Primary data consists of information gathered for the

special research plan

Marketing Research
Planning Primary Data
Collection
Research
approaches
Contact methods
Sampling plan
Research
instruments
Market Research
Research Approaches
Observational research involves gathering primary

data by observing relevant people, actions, and
situations
Ethnographic research involves sending trained

observers to watch and interact with consumers
in their natural environment

Market Research
Research Approaches
Survey research is the most widely used

method and is best for descriptive
information—knowledge, attitudes,
preferences, and buying behavior
• Flexible
• People can be unable or unwilling to answer
• Gives misleading or pleasing answers
• Privacy concerns
Market Research
Research Approaches
Experimental research is best for gathering

causal information—cause-and-effect
relationships

Marketing Research
Contact Methods
Online
Internet
marketing
surveys
research
Online Online
panels experiments
Click-stream Online focus

data groups

Marketing Research
Online Research
Advantages Disadvantages
• Low cost • Restricted
• Speed internet
• Higher access
response • Not sure who
rates is answering
• Good for hard
to reach
groups
Marketing Research
Sampling Plan
Sample is a segment of the population selected for

marketing research to represent the population as a
whole
– Who is to be surveyed?
– How many people should be surveyed?
– How should the people be chosen?

Marketing Research
Implementing the Research Plan
Collecting the information

Processing the information
Analyzing the information
Interpret findings
Draw conclusions
Report to management
Analyzing and Using Marketing
Information
Customer Relationship Management (CRM)
• CRM consists of sophisticated software and

analytical tools that integrate customer
information from all sources, analyze it in depth,
and apply the results to build stronger customer
relationships

Analyzing and Using Marketing
Information
Customer Relationship Management
Touchpoints
Service and
Customer Sales force Web site
support
purchases contacts visits
calls
Credit and
Satisfaction Research
payment
surveys studies
interactions

In Conclusion

So, What Is Marketing?
Pulling It All Together

Assignment, Exam & Academic
Issues
E • A Case study
X • You need to understand the theory very well
P • Application of theory to case is important
• Critical discussion
L • Follow tips and rules
A • Referencing
I • Read questions carefully
• General
N
E
D
Tutor: kramjutton@hotmail.com
QUESTIONS???


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TOURISM MARKETING

MITD - ECOLE HOTELIERE SIR GAETAN

(2 minutes per person)

SIYOUM TIJANI NURHUSIEN

ALULA AKLILU ADDISALEM LEUL SISAY RAHAM GEBREMESKEL KASSA

SEID YESUF SETIE ASIRESS DAGNACHEW MEGA ENDGAW SISAY

HADUSH ALEMSHEWIT YOHANNES ATAKILTI

Setting Your Goals

Copyright © 2010 Pearson Education, Inc.

Copyright © 2010 Pearson Education, Inc.

Copyright © 2010 Pearson Education, Inc.

Copyright © 2010 Pearson Education, Inc.

Marketing management is the art and science of choosing

Copyright © 2010 Pearson Education, Inc.

Production Product Selling Marketing Societal

Copyright © 2010 Pearson Education, Inc.

• Production concept is the idea that consumers will favour

• Product concept is the idea that consumers will favour

• Selling concept is the idea that consumers will not buy

• Marketing concept is the idea that achieving organizational

• Societal marketing concept is the idea that a company should

Copyright © 2010 Pearson Education, Inc.

Copyright © 2010 Pearson Education, Inc.

Copyright © 2010 Pearson Education, Inc.

Copyright © 2010 Pearson Education, Inc.

Demography is the study of human

Economic environment consists of factors that affect consumer

Political environment consists of laws, government agencies, and

Technological environment is the most dramatic force in

Natural environment involves the natural resources that are

Copyright © 2010 Pearson Education, Inc.

• Core beliefs and values are persistent and are passed on

Copyright © 2010 Pearson Education, Inc.

Copyright © 2010 Pearson Education, Inc.

Conduct a PESTEL analysis for the Ethiopian Tourism Industry

Copyright © 2010 Pearson Education, Inc.

Market segmentation is the division

Market segment is a group of

Copyright © 2010 Pearson Education, Inc.

• Demographic segmentation divides the market into groups based

• Psychographic segmentation divides buyers into different groups

• Behavioral segmentation divides buyers into groups based on

• To be useful, market segments must be:

Copyright © 2010 Pearson Education, Inc.

• Undifferentiated marketing targets the whole market with one

Product position is the way

Copyright © 2010 Pearson Education, Inc.

Competitive advantage is an advantage over

Copyright © 2010 Pearson Education, Inc.

Integrated marketing program is a

Copyright © 2010 Pearson Education, Inc.

How can marketers influence

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A Value you place on information

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 MEETINGS THE NEEDS OF THE

 HOW TO MATCH THE NEEDS

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