Summary of concepts unit 8.Marketing and promotion

In this unit we have seen that:

The marketing process involves four steps:

1. Identification oa customers needs and wants.
2. Development of suitable products and services.
3. Promotion of the products and services.
4. Monitoring and evaluation

The first step involves market research.The second uses a SWOT analysis:

S-strengths    W-weaknesses     O-opportunities    T-threats

Using the SWOT analysis tourism managers can create a product that is one of the four aspects of what is called the marketing mix also known as the four Ps: a)product b)price c)place and d)promotion

The third step uses promotional tecchniques such as:

-Adverstising
- Direct marketing
-Personal selling
-Public relations
- Sales promotion