Marketing in the Hospitality/Tourism organisation
Key concepts of marketing are: Need, Wish and Demand. Need: represents a requirement born in human nature or in social life (restricted).Wish: Means favoured by the consumer to satisfy a need (limitless). Demand: is the Behaviour of consumption of a product or a service to answer wish aiming at satisfying the need supported by the power of purchase.
Let us keep that marketing does not create the need. On the other hand, it provokes wish for a product or a service which can answer the one - or even several - basic needs. If the number of needs is restricted, the number of wishes is infinite. It is the reason for which all ...view middle of the document...
Satisfaction: The happiness of the customer relates itself to the state of a customer resulting from a judgement comparing performances determined by a product and level of its wait. Quality: All the characteristics of a product which affect his capacity to satisfy expressed or implicit needs. These notions are closely linked: the value issued by offer to the customer will be at the source of its total satisfaction in relation to offer. Satisfaction rests then on a narrow management of the complete quality of offer.
The market is the place of meeting between offer and demand. From a marketing point of view, offer is offered by the different rivals in presence, but it is also affected by characteristics and behaviour of the distributors. Demand is as created from all the purchasers (actual and future), by the users and by the prescribers. The same individual can be at the same time user and purchaser; it happens on the other hand that three individuals intervene in the process of consumption.
To understand the concepts of marketing in a services industry context, we will first define the Marketing and its concepts. We may define marketing as all techniques aiming at promoting a product. Peter Drucker states that: “Because the purpose of business is to create and keep customers, it has only two central functions – marketing and innovation. The basic function of marketing is to attract and retain customers at a profit.”
Marketing is therefore a method of managing exchanges which establish themselves between the firm and its environment more precisely the market. By seeking customers’ satisfaction and that of the firm expressed by the product or service offered. Other characteristics of marketing concept would be the study which precedes action, the company produce only what is likely to be sold.
The marketing is therefore the achievement of company goals through meeting and exceeding customer needs better than the competition. This is done by focusing on giving extra value to customer than cost cutting. Although, low price attract customer but the value of the service brings customer back. Duties of Marketing in service industry should consist of understanding customer needs, and develop a strategy that take into account the wish and demand of customer. By mixing the product, price, promotion, place, and more variable such as people, physical evidence and process because of the direct contact with customers.
CASE STUDY: VISIT BRITAIN IN LONDON
1. The internal and external environment of VISIT BRITAIN IN LONDON (VBL)
The role of Marketing is to confirm the positioning of services on the market. The direct marketing environment of visit Britain in london may be assigned to the following distinct small environment; suppliers, distributors, customers and competitors.
The analysis of the elements of micro-environment allows proposing a diagnosis of situation upon force in presence and to assess opportunities and threats for the firm, as...