School of Hospitality, Tourism and Leisure

Management

Diploma in Hospitality and Tourism Management
Semester 4
PRINCIPLES OF MARKETING
Does the marketing theories and concept applicable and useful in
todays business environment
Name: Revita Valencia Chrishany
Student id: 09014945
Passport No : S 609438
24
TH
September 2010
I hereby state that this material is original and a result of my own effort. Any material copied
from other sources will be given their due respect in the form of referencing and bibliography
Date/time received:
Lecturers signature: Marks Awarded


(Mr. Lai Mun Loon)
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TABLE OF CONTENTS
Pages
Cover page 2
1.0 Introduction 3
2.0 Marketing Theories 4
2.1 Marketing in Tourism Business 4 - 5
2.2 Marketing Implication 6 - 7
3.0 Conclusion 8
4.0 References 9
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1.0 INTRODUCTION
Marketing emerged in the business world for fulfillment of human needs and
then evolved into the human desire. From this human desire, people saw the
opportunity for business, people create some good and give some services to the other
people for fulfillment their needs or desire and get some profit from customer, but it is
not enough for the creator. The creator need some techniques for sell their product and
this techniques is named Marketing. So, definition of marketing based on American
Marketing Association is process of planning and executing the conception, develop
promotion, pricing, distribution of ideas, goods, services, organizations, and events to
create and maintain relationships that will meet consumer needs for the purpose of
consumer needs can be satisfied with either. The process of fulfillment of human needs
is fundamental basic of marketing concept.
The technique of selling goods or services is marketing and perpetrator of
marketing called marketers. Become a marketers must have knowledge about basic and
principle of marketing so that the marketer can reach marketers goal. For reach the
goal, the marketers must know about 4 principle of marketing called 4P is Product,
Price, Place, and Promotion. Marketing concept that must holds in businesses and
organizations environment is design marketers products/ services to meet customer
needs and wants, focus on those people most likely to buy markets product rather than
the entire mass market, and develop marketing efforts that fit into their overall business
objectives. In the tourism industries that are not familiar with marketing would be
difficult for them to develop it because visitors will not know the attractions and
facilities marketer offer. So from that we use marketing planning activity (Four Ps).
Marketing not same as economy principle and marketing principle always
develop in accordance with time. In nowadays, 4P is not enough this principle develop
became 7P are Product, Price, Place, Promotion, People, Physical evidence, and
Process. So, does the marketing theories and concept applicable and useful in todays
business environment?
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2.0 Marketing Theories
There are many products and problem in the tourism world, but many ways to
solve the problems. For example, there are many products in tourism world, but the
problems are how to introduce this product to the customers is called marketing, and
will the customer satisfied with the marketers product? There are many ways to solve
this matter with theories marketing and the concepts of marketing, but there is one
question for this matter, Does the marketing theories and concept always applicable
and useful? the question appears because marketing is always developing, so does the
marketing theories and concept are developing too? In this part will explain about the
marketing theories and concept is applicable or not in todays business environment.
7Ps framework can be applied to consumer goods and reports the results of a
survey of UK and European marketing academics which claimed that there was a high
dissatisfaction with 4Ps. Also show that the framework has reached a high level 7Ps
acceptance as a general marketing mix between the two groups of respondents. Overall
fairly strong provide support for the view that the boom and 7Ps Bitner's framework
should replace McCarthy's 4Ps framework.

2.1 Marketing in tourism business
Marketing is ways for doing business based on Marketing Concept, so become
the marketer should:
1. The marketers must design their product so this product can fulfill the
customer needs, in tourism business become a tour guide or tour leader must
can design the trip become a good trip so that tourists have a good
experience with the tour guides trip.
2. The marketers product must be entire in the mass market, it means become
a tour guide must can arrange planning of their trip, so that the tour guide
can market their product well in mass market.
3. Always follow the development of market.
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By adopting this concept the marketers wouldnt wasted the time and money by
promoted a service or product nobody wants. So, before the marketer promote or
marketing some service or product, it will better if the marketers have a good idea,
service, and product. Since tourism is primarily a service based industry, the principle
product provided by recreation/ tourism business is recreational experiences and
hospitality.
In some disciplines such as marketing, new academics are now finding the
importance of combining experience in the product, this always be the main
component leisure and tourism studies. Service such as restaurants and tourist
attractions have, aesthetic or emotional hedonic content, professional or financial
services in general less (Johns, 1999, p. 967) provides interesting context for
examination and novel consumer behavior. Thus the phenomenon of tourism and
recreation experience is the end of the evolution of the relevance of the progressive
community tourism is not limited to academics but also the broader academic
community.
Now, people are interesting with tourism and hospitalitys world, it has proved by
many articles and conferences about this matter. Because of increase people are
interested in tourism and hospitality, now a lot of research about how to offer a good
experience to visitors. The emphasis in marketing as a relationship between tourist and
the operator experience and the needs of a tourist destination and tourist desires. The
focus of this issue is well stated by Williams (2006, p. 487). When referring to the
Canadian Tourism Commissions tourism strategies: The problem is that it only has
intrinsic, inherent experience offer very different from actively and deliberately
marketing offers an experience. To achieve this goal, through a framework that tourism
and hospitality marketers to strategically identify, enhance and deliver their offerings to
be introduced.



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2.2 Marketing Implication
The most important steps for start business is improve the effectiveness and
efficiency by written the marketing plan. The marketing plan will guide the marketers
for choose and make good decision and assist marketers in allocating marketing
resources such as money and personnel time. The marketing plan should be include:
1. Overall of the marketer objectives, all about what the marketer want to
accomplish.
2. Write all the factors that make an effect in the marketing efforts.
3. Analysis about the available resources, which can be use by the marketers.
4. Indentify market, and make a segmentation for this market.
5. Make objectives for each market segmentation.
6. Make a market strategies based on 4Ps or 7Ps.
7. The marketers must sure that the marketers plan can be work.
8. Analysis about the budget that the marketer spent for this plan.
9. Make evaluation and correction for this plan.
There are 9 steps for marketers to make a good plan. This step will help the marketer
for make a good marketing and make the consumer satisfied. In hospitality and tourism
business environment for measure the success of marketing by measured the level of
satisfied of guests. The satisfied of guest can be proved by the good experiences that
the guest got from the marketers. As a good marketer always offer good experiences
for the guest, because in the tourism and hospitality business the marketer not sell a
product or marketing a product, but the marketers sell a good services and experiences
for guests. Many well design of marketing plan can be fail because the marketers are
poorly executed, so the marketers must monitoring and evaluate the progress of the
marketers plan.
Schmitt (1999) considers that the marketing experience in four different keys
way: A focus on consumer experience, treating consumption as a holistic experience,
recognizing both rational and emotional drivers of consumption, and uses an eclectic
methodology. Marketers should be design experiences to improve satisfaction of their
guest. Good experiences can lead to an emphasis on the emotional aspect of consumer
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for making a decision rather than only rational cognition in consumption choices. Inside
this issue specifically highlights the interaction between consumers and producers
rather than products. In this context, consumers are active participants rather than
passive participant / customer interaction becomes important. It is in accordance with
the latest discussion in the academic marketing are documented by Vargo and Lusch
(2004) about the service dominant logic.
Ideas of Pine and Gilmore (2004), which suggest the need for advertising and
marketing less is more through direct experience. Such as direct marketing has become
a feature of trade Famil in tourism for many years and maybe now we need to expand
the marketing approach to consumers.














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3.0 CONCLUSION
Theories and concept marketing actually is applicable in todays business, but
theories and concept marketing always developing accordance the time. There are
many new theories and concept marketing in this business environment, but this new
theories and concept marketing based on the old theories and concept marketing. For
example, marketing mix 4Ps model has developed became 7Ps Model, although 4Ps is
still using in the business environment. The concept and theories marketing was
changed because there are some or many problems couldnt solve with the old theories
and concept of marketing.
Theories and concept of marketing arent enough for solve business problem, is
must be combined with experiences. So, the developing of theories and concept caused
of many experiences of business environment. It must be reminded that experiences,
without basic theories and concept marketing isnt useful and only concept marketing
and theories arent enough for this age. So, become a marketer should be smart to
combine an experience and theories and concept of marketing in this business world,
and for tourism and hospitality world should be smart for combine experiences of
serving guests and concept and theories of tourism marketing.
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4.0 REFERENCES
- Johns, N. (1999). What is this thing called service? European Journal of Marketing, 33,
958-973.
- Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15, 53-
67.
- Pine, B. J., & Gilmore, J. H. (2004). Trade in ads for experience. Advertising Age,
75(39), 36.
- The Marketing of Hospitality and Leisure Experiences, 2009 retrieved 21 September
2010 from http://www.informa world.com/smpp/title~content=t792306863.
- Tourism marketing, 1987 retrieved 19 September 2010 from
- Vargo,S. L.,& Lusch, R. F. (2004). Evolving to a new dominant logic for marketing.
Journal of Marketing, 68, 1-17.
- Williams, A. (2006). Tourism and Hospitality marketing: fantasy, feeling and fun.
International Journal of Contemporary Hospitality Management, 18, 482-495.
- http://web1.msue.msu.edu/imp/modtd/33700082.html








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