REC215 Study Guide - Quiz Guide: Relationship Marketing, Tripadvisor, Top Priority
5 Jun 2018
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REC 215: Marketing Recreation and Sport Services
Quiz #1 Study Guide
Definitions of marketing:
- It is an integrated approach involved in every aspect of an organization
- First, it is a philosphy
o Outward (client) rather than inward (agency) focussed
- Second, it is a set of activities
The marketing icebergs:
History/marketing eras:
Product Era
▫ Late 19th and early 20th Century
▫ Industrial Revolution allowed for the production of large
quantities of previously hand-crafted products
Many could afford to buy for the first time or could
afford to buy more often
• Demand exceeded supply
• Concern focussed on production, not with selling things or even
necessarily on what people wanted
Sales Era
▫ Early 20th Century, prior to WWII
▫ Sales volume did not always keep up with production
• Supply exceeded demand
▫ Put yourself in the shoes of a businessman at that time. How
would you respond?
• Sales departments established
• Concern focussed on the product being sold, rather than the benefits
that customers wanted or received.
Marketing Era (1960s)
• Sales were not dependent on an aggressive sales force, as much as on
customers’ decisions to purchase
• “Produce what you should sell” rather then “sell what you can
produce”
• Customers “lumped” into one mass market – no real targeting efforts
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• Focus was on getting tangible products into consumers hands through
the use of the 4 Ps: product, place, price and promotion
• Focus primarily on products, little consideration was given to the
service industry.
Marketing Era (1970s) (Based on gender, income, age, More politically)
• Breaking away from the strict product orientation, focus more on
services, the consumer, and environment
• Customers no longer “lumped” together into one mass market
• Marketing was also more thought of as an entire process versus
simply 4 Ps
Marketing Era (1980s) (Its strategy, Brand Wars – compete heavily
More hear about feedback, marketers has a group to find what
customers want and deliver those to them)
• The needs and wants of consumers were a top priority by the 1980s
• Identify, reach, and secure consumers
• Marketing as a competitive tool
• Enhanced emphasis on ensuring customer satisfaction
Marketing Era (1990s) (Long term strategy, make loyal customer.
Marketing become extremely focus, in order to promote and Highly
specialized the marketer. Quality service permission and loyalty)
• Customers become systematically integrated within the organization’s
operation
• Emerging focus on building long-term valued relationships with
guests (relationship marketing)
• Market fragments (i.e., highly specialized target markets)
• Recognized differences between “service-based” and “product-based”
marketing
• Emerging emphasis on quality service provision
Marketing Era (2000s) (All stakeholders in the organization should be
responsible for marketing efforts. Marketing can drive strategy, form
how we train employee)
• Today, marketing is more holistic, involved with every aspect of the
organization from customers and employees to programming and
financing
• Marketing today is about integrating people into the organization and
creating high-quality leisure service experiences.
Differences between “selling” and “marketing”-orientations:
• Selling-oriented agencies are normally characterized as being
highly bureaucratic. Divisions function as separate entities more
concerned with defending their status, budget allocation, or role
within the agency then with how to best serve potential client
groups. Personnel tend to be inward-looking, concerned with
employment securing and conditions, and satisfying their own
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find more resources at oneclass.com
short-term needs rather than the concerns of the people they
serve.
• Marketing-oriented agencies recognize that client groups direct
the activities of the agency, and their internal organization and
coordination efforts reflect this awareness. The delivery of
services to satisfy wants means that all departments in the agency
must be integrated, client-oriented, and outward-looking. In other
words, there must be selfless coordination within an agency and a
willingness to cooperate rather than to compete with other
personnel and/or departments.
Duties of a marketing professional:
The marketing process:
Marketing philosophies (i.e., societal and social marketing):
- Societal (Tempered) Marketing
Maintains the pre-eminent focus on satisfying the wants of the participant, but
aims to achieve this goal in a way that also maintains or improves the individual’s
or society’s well-being (Kotler, Armstong, & Cunningham, 2003).
▫ E.g., Mountain bikers in British Columbia may be permitted access to
certain wilderness terrain, but may be assessed an additional fee to be used
for the conservation of other sensitive areas
▫ E.g., plastic grocery bags!
Is similar to “pure” marketing in its emphasis on meeting client needs; but by
manipulating one or more marketing mix variables (in this example price), it
mediates this participant-first philosophy with one of protecting the greater good
(Kaczynski & Potwarka, 2007).
- Social Marketing
Places the primary emphasis on improving society, with secondary consideration
given to what is desired by individuals (Kotler, Roberto, & Lee, 2002).
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
It is an integrated approach involved in every aspect of an organization. First, it is a philosphy: outward (client) rather than inward (agency) focussed. Second, it is a set of activities. Industrial revolution allowed for the production of large quantities of previously hand-crafted products. Many could afford to buy for the first time or could afford to buy more often: demand exceeded supply, concern focussed on production, not with selling things or even necessarily on what people wanted. Sales volume did not always keep up with production: supply exceeded demand. Put yourself in the shoes of a businessman at that time. How would you respond: sales departments established, concern focussed on the product being sold, rather than the benefits that customers wanted or received. Marketing era (1980s) (its strategy, brand wars compete heavily. Marketing era (1990s) (long term strategy, make loyal customer. Marketing become extremely focus, in order to promote and highly specialized the marketer.
