Chapter 3 - Introduction to Marketing

- Identify the needs and wants of target customers
- satisfy customers in ways that are better than competitors

Name the 4Ps?

- product
- place
- price
- promotion

Know your customers process?

Applying the marketing mix process?

Identify the potential customer groups?

Benefits sought
Income
Gender

Geographical location
Occupation
Age
Lifestyle
Social group
( page 53 )

Types of tourists? ( page 54,55 )

Leisure Tourists, they travel
for pleasure, rest and relaxation

Business Tourists, they
travel because of their jobs,
usually for meetings or for training.

Medical Tourists they,
travel to seek medical
treatment from another
country.

Stopover Tourist, they
stop at a particular country
to break a long flight.

Special Interest Tourists,
they travel to pursue their
hobbies and interests outside
of their own countries.

1. Frequency Table
2. Bar Chart
3. Pie Chart

What is a market survey?

A market survey have identified who their
customers are, they can then begin to understand
how to serve them better by collecting information
about their needs and wants.

Steps of conducting market survey? Describe the steps.

1. Decide on the objectives
of the market survey
" what do we want to fins out ? "
2. Choose survey methods.
" how do we conduct the survey ? "
online survey, postal survey, telephone survey, personal survey
3. Design the questionnaire.
'' what do we want to ask ? "
4. Conduct the survey
'' How do we ask the questions and record data ? "
5. Analyse the data
'' What have we learnt ? "

Personal Survey

This method involves face-to-face interaction with respondents. It can take place at respondents' homes or at public places such as streets and shopping centres.

Telephone Survey

This method may involve an interviewer or it may be fully automated. Telephone surveys are a popular choice nowadays as many people own mobile phones

Postal Survey

This method involves mailing questionnaires to potential respondents. It may be accompanied by pictures and/or product samples.

Online Survey

This method involves sending questionnaires to respondents either via email or through websites, blogs and social networking sites.

A close-ended question is a type of question that can be answered quickly by choosing from a set of options.

An open-ended question is a type of question that respondents can create their own answers to.

The main purpose of a
business is to meet the needs
and wants of its customers. Businesses
gather information about what customers
desire by carrying out marketing activities. Marketing is a process that involves:
- identifying the needs wants of target customers; and
- satisfying customers in ways that are better than competitors by offering
- the right product;
- at the right price;
- at the right place; and
- with the right promotion
( page 52 )