Podcast
Questions and Answers
What is the first step in creating a marketing process using IMC?
What is the first step in creating a marketing process using IMC?
STP (Segmenting, Targeting, Positioning)
What does STP stand for in the context of marketing?
What does STP stand for in the context of marketing?
Segmenting, Targeting, Positioning
What is the key to understanding the real essence of a product?
What is the key to understanding the real essence of a product?
Determining what product actually to offer on the needs of the market.
What is the main goal of product development?
What is the main goal of product development?
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Name the three parts of product development mentioned in the text.
Name the three parts of product development mentioned in the text.
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What is the primary objective of brand positioning?
What is the primary objective of brand positioning?
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Explain the importance of consumer insighting in the marketing process.
Explain the importance of consumer insighting in the marketing process.
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What is the "unique selling proposition" in the "It's More Fun in the Philippines" campaign?
What is the "unique selling proposition" in the "It's More Fun in the Philippines" campaign?
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What is the primary goal of the "It's More Fun in the Philippines" campaign?
What is the primary goal of the "It's More Fun in the Philippines" campaign?
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What are the three major marketing elements used in the "It's More Fun in the Philippines" campaign?
What are the three major marketing elements used in the "It's More Fun in the Philippines" campaign?
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What is the primary objective of tourism marketing?
What is the primary objective of tourism marketing?
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The text suggests that tourism marketing primarily focuses on generating profits for tourism businesses.
The text suggests that tourism marketing primarily focuses on generating profits for tourism businesses.
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Study Notes
Marketing Process
- Creating a marketing process in tourism is challenging but achievable
- Consumer engagement and a strong ideology are key
- Marketing process involves steps to promote products/services
- Identifying target audience, creating a strategy, implementing it and achieving customer value are essential steps
Creating Your Marketing Process Using IMC
- STP (Segmenting, Targeting, Positioning) is crucial
- Segmenting determines the target market, including profiling, targeting and consumer insights
- Product Development is aligned with consumer insights
- The Support 'Ps' (product, placement, promotion) are evaluated to create a single theme for marketing ideas.
- Promotion mixes are crucial to start with product conceptualization and develop to match market needs. This includes packaging and branding.
Integrating Marketing Mixes Using Three Sequence of Process
- STP (Segmenting, Targeting, Positioning) is the first step
Understanding Target Customers
- Knowing target customer needs is important, focusing on their needs rather than the business's offerings
- Understanding the essence of a product for customer value is crucial, focusing on creating impactful customer experiences rather than merely profit focus.
- Effective marketing campaigns don't stop at making a sale, they focus on brand building and creating a lasting impression.
- Determining the proper 'product offering' is essential for successful marketing campaigns.
Steps on Creating Your Tourism Marketing Process
- Segmenting: Identifying all possible segments of the target market.
- Profiling: Determining the most vulnerable and profitable segments for the target market.
- Targeting: Choosing the primary target market based on profiling
- Consumer Insighting: Uncovering consumer insights on the target market.
- Value Offering: Creating a unique and relevant value proposition for consumers, based on discovered insights.
- Product Design/Conceptualization: Developing a product or service design that meets consumers' needs.
- Brand Positioning: Determining the brand's position in the market.
- Branding: Developing brand awareness and recognition.
- Placement: Establishing effective distribution channels to reach target consumers.
- Packaging: Creating enticing product packaging to resonate with consumer interest
- Pricing: Establishing a suitable price that aligns with the value proposition and market competition.
- Promotion: Developing effective promotion strategies, including integrated marketing communications.
Tourism Marketing Process Analysis
- The goal is to reach a specific number of tourists within a specific timeframe.
- Effective marketing campaigns use multiple channels, including social media, to ensure maximum impact.
- The Philippines tourism marketing campaign aimed to highlight the unique aspects of the country.
- The campaign focused on 'social relevance' using the 'we' perspective, thereby promoting inclusivity and showcasing Filipino culture.
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Description
Explore the intricacies of creating an effective marketing process in the tourism sector. This quiz covers essential steps including consumer engagement, targeted strategies, and the role of segmentation, targeting, and positioning (STP). Understand how to align product development with consumer insights and the importance of the marketing mix.
