Lesson 3 - THM

ACLC COLLEGE OF ORMOC
Lilia Avenue., Brgy. Cogon, Ormoc City

HOSPITALITY MANAGEMENT
TOURISM MARKETING DEFINED
In the past, marketing was associated with only advertising and selling. However, these two
activities are now part of a more complex set of strategic activities that comprise marketing. There
has been a misconception that marketing is a task that is performed solely by account managers and
marketing officers. A highly successful establishment makes marketing a concern not only of guest
contact positions but of each and every employee of the establishment. Costumer’s satisfaction is at
the center of marketing. It is easy to persuade a customer to make the initial purchase, but making
the customers return for more is dependent on his satisfaction from his initial experience.
The American marketing association (2013)

approved a new definition: marketing is the
activity, set of institutions, and process for
creating, communicating, delivering and
Kotler, Bowens, and Makens (2010) define as
exchanging offerings that have value for
the art and science of finding, retaining, and
customers, clients, partners and society at
growing customers.
large.
Philip Kotler (2002) defines marketing as

a social process by which individuals and
groups obtain what they need and want
through creating and exchanging
products and values.
Figure 1.1 The Evolution of Marketing Definition

MARKETING AS A MANAGEMENT PROCESS

Since the provision and consumption of the tourism products and services usually occur
simultaneously, the marketing orientation should involve the entire organization. The marketing
management process involves the following key processes (Lumsdon 1997)
Table 1.2 The Marketing Management Process
Marketing Information System With the advent of technology, the provision

for a marketing information system enables
the organization to compile an updated set of
information about its customers, competitors,
and the organization’s capability and
effectiveness.
Marketing Planning This involves an analysis of the marketing

environment in relation to the potentials of
one’s business. It also involves the setting
up of objectives and an evaluation of the
milestones that the company has reached.
The creation of marketing strategies will help
increase the business by obtaining the best
fit between the company’s resources and its
target market position.
Planning Tactical Campaigns This step ensures that practical and realistic
tactical campaigns are conducted in support
of the comprehensive marketing strategy.
Marketing Operations This process involves the challenging part of

implementing tactical campaigns the by
planned coordinating strategic with and all
stakeholders, fine tuning the marketing mix
as they unfold, and ensuring the activities
are conducted as planned.
Monitoring and Control This involves the ongoing process of

evaluating sales data and financial
performance versus marketing activities
conducted. It also includes the handling of
customer feedback and complains (if any)
and coordination with what the staff has to
say about the marketing campaigns. Finally,
it includes being aware of what the
competitors are doing.
MARKETING FUNCTIONS CORE
Marketing’s key functions include marketing information management, financing, pricing, promotion,
product/service management, distribution, and selling, briefly discussed as follows:
 Marketing Information Management entails gathering information about customers to better

serve their needs and improve decision making.
 Financing involves planning to ensure that resources are available to maintain and improve the
business.
 Pricing ensures that the value and cost of goods and services offered to customers will be at
the level that customers are willing to pay.
 Promotion prepares the various promotional strategies that will enable the products to be
introduced and sold to the customers.
 Product/Service Management involves designing, developing, maintaining, improving, and
acquiring products and services to meet the needs of the customers.
 Distribution involves bringing the products and services to the customers in the best way
possible.
 Selling is the ultimate measure of marketing success. Strategies on following up the sale,
closing the sale, and making a repeat sale are crucial tasks of marketing.
THE MARKETING MIX
Kotler (2010) says that marketing facilitates the exchange process and the development of
relationships by carefully examining the needs and wants of consumers, developing a product/service
that satisfies these needs, offering it at a certain price, making it available through a particular place
channel of distribution, and developing a program of promotion to create awareness and interest.
Product
Marketing
Place Price
Mix
Promotion
Figure 1.3 The Tourism Marketing Mix (4 P’s )
The Tourism Marketing Mix (4 P’s )
1. Product/Services – is what the company is offering to satisfy a consumer’s want or need.
2. Price - is the value that the seller puts on the product or service. This includes the cost of the
product and the profit the seller wishes to make, this is also the amount a customer has to pay
in exchange of the product or service.
3. Place is the means by which the product or service reaches the consumer.
4. Promotion is the strategic plan by which customers are informed about the product or service
and its value, it also encourages customers to purchase the product or service.
ASSESSMENT
Identification. Write the correct answer on the space provided.
______________1. This includes gathering information about customers to better serve their needs
and improve decision making.
_______________2. This is an offering that satisfies a consumer’s wants or needs.
_______________3. This involves bringing the products and services to the customers in the best
way possible.
_______________4. This involves the setting up of objectives and an evaluation of the milestones
that the company has reached.
_______________5. This is an amount a customer has to pay in exchange of the product or service.
ILLUSTRATION. Draw and label the Tourism Marketing Mix Diagram. [10]
Rubrics: Diagram – 5 points labels – 5 points

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ACLC COLLEGE OF ORMOC

Lilia Avenue., Brgy. Cogon, Ormoc City

TOURISM MARKETING DEFINED

The American marketing association (2013)

Philip Kotler (2002) defines marketing as

Figure 1.1 The Evolution of Marketing Definition

MARKETING AS A MANAGEMENT PROCESS

Marketing Information System With the advent of technology, the provision

Marketing Planning This involves an analysis of the marketing

Marketing Operations This process involves the challenging part of

are conducted as planned.

Monitoring and Control This involves the ongoing process of

MARKETING FUNCTIONS CORE

 Marketing Information Management entails gathering information about customers to better

THE MARKETING MIX

Figure 1.3 The Tourism Marketing Mix (4 P’s )

The Tourism Marketing Mix (4 P’s )

1. Product/Services – is what the company is offering to satisfy a consumer’s want or need.

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