1. Slide 15.1 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Chapter 15 Marketing for tourism - the historical roots

2. Slide 15.2 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Three distinct stages 1.The production era 2.The sales era 3.The marketing era

3. Slide 15.3 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Kotler’s definition of marketing ‘A societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and service of value with others’.

4. Slide 15.4 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors British Chartered Institute of Marketing’s definition of marketing ‘The management process responsible for identifying, anticipating and satisfying customers requirements profitably’.

5. Slide 15.5 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors A system for delivering value Table 15.1 A system for delivering value

6. Slide 15.6 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Levitt’s (1960:45) view on the differences between marketing and selling Selling focuses on the need of the seller; marketing on the need of the buyer. Selling is preoccupied with the seller’s need to convert his product into cash; marketing with the idea of satisfying the needs of the customer by means of the product and the whole cluster of things associated with creating, delivering and finally consuming it.

7. Slide 15.7 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Drucker’s (1973:64) view ‘Selling and marketing are antithetical rather than synonymous or even complementary. There will always, one can assume, be a need for some selling, but the aim of marketing is to make selling superfluous’.

8. Slide 15.8 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors The sales and marketing concepts compared Figure 15.1 The sales and marketing concepts compared

9. Slide 15.9 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Four possible business philosophies Figure 15.2 Four possible business philosophies

10. Slide 15.10 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Five main areas of a marketing orientation can be identified: 1.It is a management orientation or philosophy 2.It encourages exchange to take place 3.It involves long- and short-term planning 4.It requires efficient, cost-effective methods 5.It requires the development of an integrated company environment

11. Slide 15.11 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Table 15.2 The difference between transaction and relationship marketing