The Concept and Content of Tourism Marketing

Marketing, referred to as "marketing", is often called "marketing" in Hong Kong and Taiwan. It refers to the process in which individuals or collectives obtain what they need by trading products or values created by themselves, so as to achieve a win-win or win-win situation.

Directory [hidden]

1 authoritative definition

2 four stages of the development of marketing theory

3 Market and demand

Four types of markets

5 marketing strategy

5. 1 product

5.2 price

5.3 Promotion

5.4 Distribution

6 market research

7 New development of marketing theory

8 See also

9 external link

[edit]

Authoritative definition

The American Marketing Association defines it as:

The process of planning and implementing the pricing, promotion and distribution of goods, ideas or services, and creating transactions to achieve personal or organizational goals.

The definition given by Phila kotler emphasizes the value orientation of marketing:

Marketing is a social and management process, in which individuals and collectives get what they need and want by creating, offering and selling and exchanging value with others.

The definition given by Gronlos emphasizes the purpose of marketing:

Marketing is to establish, maintain and consolidate the relationship with consumers and other participants through mutual exchange and commitment under a kind of interest relationship, so as to achieve the purpose of all parties.

[edit]

Four stages of the development of marketing theory

Initial stage (1900—1920)

Functional research stage (192 1 year-1945)

The formation and development stage of modern marketing (1945-1980)

Marketing development stage (after 1980)

[edit]

Market and demand

The market in marketing can be equated with demand, that is, studying the actual demand and potential demand of consumers.

American Marketing Association (AMA) Definition Committee 1960 put forward the following definition of market: "Market refers to the total demand of potential buyers of a commodity or service." Kotler defined the market as "the market refers to the collection of all actual and potential buyers of a product".

[edit]

Market type

The market can be divided into different types from different angles. According to the basic attributes of commodities, they can be divided into general commodity markets and special commodity markets. General commodity market refers to the commodity market in a narrow sense, that is, commodity market, including consumer goods market and industrial products market; Special commodity market refers to the market formed to meet consumers' capital demand and service demand, including capital market, labor market and technical information market. When analyzing the above two markets, we should generally study the consumer market, industrial market and government market.

SWOT analysis is a commonly used method in marketing environment analysis, which means strength, weakness, opportunity and threat in English. Analyze strengths and weaknesses from the internal environment and opportunities and threats from the external environment.

[edit]

market strategy

The four factors of marketing mix are usually called 4Ps: product, price, promotion and channel. When these four factors are applied to the marketing process, four marketing strategies are formed.

[edit]

product

Product strategy mainly studies new product development, product life cycle and brand strategy, which is the basis of price strategy, promotion strategy and distribution strategy.

[edit]

price

Price strategy, also known as pricing strategy, mainly studies product pricing, price adjustment and other marketing means, which can be divided into competitive pricing, cost-based pricing, skimming pricing, restrictive pricing, loss-making leader pricing, market-oriented pricing, penetration pricing, price discrimination pricing and so on.

[edit]

to promote sales

Promotion strategy is also called communication strategy.

[edit]

be distributed

Also known as channel strategy. It represents a comprehensive system of trade relations, cost sharing and benefit distribution made by enterprises (institutions) with various distributors before delivering their products to the final consumers. Distributors here include wholesalers, retailers, and even logistics distributors and direct sellers of direct selling companies.

The purpose of making distribution policy is to make products reach customers more smoothly, which not only ensures lower distribution costs, but also ensures customers' requirements for delivery time, delivery quantity, assembly service and consultation.

With more and more products, it may be more and more difficult to formulate distribution policies, because distributors are scarce compared with the surplus of products and brands, so the latter has great bargaining power and tries to obtain a greater share of benefits from manufacturers or upstream enterprises.

The performance of retailers in recent years 10 is particularly remarkable. They are not only engaged in retailing, but also begin to intervene in the upstream production process of products, using their own store names or original names as the brands of new products they produce, that is, their own brands/labels, or store brands/labels. This further threatens the profit space of pure manufacturing enterprises, and of course greatly increases the difficulty of the latter in formulating distribution strategies.

market survey

Market research, also known as market research, refers to the research that enterprises need to systematically and objectively collect and analyze information about marketing activities during their stay in marketing decision-making. Marketing research activities involve products, advertisements, promotion channel selection, competitors and many other aspects.