mtsa 4e pp chapter 1

7/28/2019 MTSA 4e PP Chapter 1

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PowerPointslides to accompany

Marketing Tourism in South Africa 4eby

Richard George

ISBN 978 0 19904941 7

Oxford University Press Southern Africa (Pty) Ltd

Vasco Boulevard, Goodwood, Cape Town, Republic of South Africa

P O Box 12119, N1 City, 7463, Cape Town, Republic of South Africa

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted,in any form or by any means,without the prior permission in writing of Oxford University Press Southern Africa(Pty) Ltd, or as expressly permitted by law, or under terms agreed with the appropriate designatedreprographics rights organisation. Enquiries concerning reproduction outside the scope of the above shouldbe sent to the Rights Department, Oxford University Press Southern Africa (Pty) Ltd, at the address above.


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Chapter 1

Marketing principles


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Chapter content

What is marketing? Evolution of marketing

Six marketing-management orientations Difference between marketing and

selling

Marketing orientation


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Chapter content

How marketing applies to the field oftourism

Main processes of marketing Reasons for studying marketing Chapter case study: Sun International

Hotel, Resorts and Casinos


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Marketing defined

How would you define marketing? Consumer centric

An ongoing process and a philosophy


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Marketing defined

Defined as:A social and managerial process by which

individuals and groups obtain what they need

and want through creating and exchanging

products and values with others


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Marketing defined

Do consumers usually want or need aholiday?

Three stages of evolution:

Production era Sales era

Marketing era


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Marketing defined

Six marketing-management orientations(see Fig. 1.2):

Production orientation

Product orientation Selling orientation (see Fig. 1.3) Consumer-marketing orientation Societal-marketing orientation (see Fig. 1.4) Online-marketing orientation


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Figure 1.2 The six marketing-

management orientations


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Figure 1.3A comparison of the

selling and marketingorientations


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Figure 1.4 The societal-

marketing orientation


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Marketing orientation: Marketing as a process

Marketing as a philosophy Marketing as a relationship managementactivity


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Marketing fits into the subject area oftourism at three different levels:

Individual business level Destination level Country level


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Figure 1.5A model to show

how marketing fits into tourismorganisations


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Figure 1.6 The tourism system


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Main marketing

processes Four main processes of effective tourism

marketing:

Information gathering Marketing planning

Elements of the marketing mix (see Fig. 1.7) Promotional strategies


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Figure 1.7 The marketing mix


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Why study marketing?

Reasons to study marketing:An important role in society

Important to all types of businessAffects everyday life Offers terrific career opportunities

An important and growing field of study

mtsa 4e pp chapter 1

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