introduction to sales & marketing
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HT618HT618SALES & MARKETINGSALES & MARKETINGTOPIC 1:TOPIC 1:OVERVIEW OF SALES AND OVERVIEW OF SALES AND MARKETINGMARKETING
LECTURER:LECTURER:INTAN SHAFINA SUIDINTAN SHAFINA SUID
SALESSALES@@
MARKETINGMARKETING
ANSWER THIS…ANSWER THIS…
Study the market needs. See what the consumer wants
Marketing
Study the market offers. what competitors are currently offering in terms of price, location, etc.
Marketing
Brainstorm on the approaches and strategies to be used to satisfy the customers in terms of price, location, messages, tone of voice, and so on.
Marketing
Tell and advice the people whom are going to meet the clients what to say and what not to say.
Marketing
Convince the customer to buy. Sales
Get proper feedback from the customer about their experience.
Marketing
MARKETINMARKETINGG
A social and managerial process by which individuals and groups obtain what they
need and want through creating and exchanging products and value with
others.
(Gary Armstrong & Philip (Gary Armstrong & Philip Kotler)Kotler)
MARKETING MARKETING MANAGEMENTMANAGEMENT
The analysis, planning, implementation and control of programs designed to create,
build & maintain beneficial exchanges with target buyers for the purpose of achieving
organizational objectives
(Kotler, 1998)(Kotler, 1998)
HOSPITALITY & TOURISM HOSPITALITY & TOURISM MARKETING SYSTEM – Task & MARKETING SYSTEM – Task & steps (PRICE Model)steps (PRICE Model)
STEPS HOSPITALITY & TOURISM MARKETING
TASK / FUNCTION
Where are we now? Current situation Planning
Where would we like to be?
Desired future situation Research
How do we get there? Marketing plan Implementation
How do we make sure we get there?
Monitoring & adjusting marketing plan
Control
How do we know if we got there?
Evaluating & measuring results of marketing plan
Evaluation
Basic Concepts of Marketing
1 NEED- A state of felt deprivation- Include physical, social & individual needs
2. WANT- The form taken by a human need
as shaped by culture and individual personality
3. DEMAND - Human wants that are backed by
buying power
4. PRODUCT- Anything that can be offered to a
market for attention, acquisition, use or consumption that might satisfy a want or need.
- Includes physical objects, services, persons, places, organizations & idea.
Basic Concepts of Marketing
5. SERVICE- Any activity @ benefit that one
party can offer to another that is essentially intangible & does not result in the ownership of anything.
Basic Concepts of Marketing
6. VALUE- The difference between the values the customer gains from owning & using a product and the costs of obtaining the product.
7. SATISFACTION- The extent to which a product’s perceived performance matches a buyer’s expectations.
Basic Concepts of Marketing
8. EXCHANGE- The act of obtaining a desired object
from someone by offering something in return
9. TRANSACTION- A trade between two parties that involves at least two things of value, agreed-upon conditions, and a place of agreement.
10. MARKET- The set of all actual and potential buyers
of a product or service.
Basic Concepts of Marketing
SALESALESS
SELLING SELLING
IS NOT IS NOT
MARKETINGMARKETING
SALESALESS
Selling Selling is the process by which I is the process by which I convince a prospective convince a prospective
buyer to barter my services buyer to barter my services or products for money or or products for money or
other services or products. other services or products.
RELATIONSHIP OF MARKETING & RELATIONSHIP OF MARKETING & SALESSALES
SERVICESERVICEAny activity or benefit that
one party can offer to another that is essentially intangible and does not
result in the ownership of anything.
CHARACTERISTICS OF CHARACTERISTICS OF SERVICE MARKETINGSERVICE MARKETING
1. Intangibility2. Inseparability3. Variability4. Perishability5. Lack of ownership
Unlike products, services are mainly intangible by nature.
Services are difficult to measure, pre-test or demonstrate.
It is impossible for the consumer to touch, smell, feel or hear the service offering in the same way as they can test a product.
It is difficult for clients to tell in advance what they will be getting.
INTANGIBILINTANGIBILITYITY
INSEPARABILINSEPARABILITYITY
Services are produced and consumed
simultaneously in interactions between the
customer and service provider with no delay
between the two.
The services provision and consumption occur at
the same time and both provider and consumer
interact in the process of delivery.
(eg during an online search, or a legal
consultation).
VariabilitVariabilityy
Services involve people, and people are all
different.
There is a strong possibility that the same
enquiry would be answered slightly differently by
different people (or even by the same person at
different times).
It is important to minimize the differences in
performance (through training, standard-setting
and quality assurance).
PerishabilPerishabilityity
A service ‘dies’ if not consumed
within a given time.
Unused capacity cannot be stored for
future use.
For example, spare seats on one
aeroplane cannot be transferred to
the next flight
LACK OF LACK OF OWNERSHIPOWNERSHIP
The customer only owns a service temporarily such as in renting a holiday cottage, buying an aircraft seat, paying for time in a museum.
They bring back memories and feelings from a holiday.
MARKETING ISSUES AND BARRIERS IN TOURISM INDUSTRY1. Globalization
2. Information Technology3. Economic changes4. Demand on social & etiquette
responsibilities5. New marketing landscape
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