5 a


TOURISM MARKETING 5.1 Vocabulary word sets: synonyms, antonyms, etc. • describing trends A Look at the photographs on the opposite page.


1 Name the types of resort you see. What do they specialize in? What sort of people visit each type?


2 In what way are resorts different from, for instance, hotels?


B Study the words in box a. 1 Make pairs with similar meanings.


2 What part of speech is each word?


activity advertising aim business buy company consumer customer main meet needs principal promotion purchase requirements retail outlet satisfy shop target task


C Study the Hadford University handout on this page.


1 Find a word in box a for each blue word. Change the form if necessary.


2 Find another word in the handout for each red word.


D Study the words in box b. 1 Find pairs of opposites.


2 Add more words to make a set. 3 Give a name to each word set.


b


careful conventional elderly female impulsive low-income male manual married professional single trendy wealthy young


E Work with a partner.


1 Choose a resort on the opposite page. Describe its target market. Use words from box b and others.


2 Your partner should guess which resort you are talking about.


F Study Figure 1 on the opposite page. 1 What does the graph show?


2 What happened to the market shares? 3 Which company outperformed the others? Why? 4 Which company lost the biggest market share? Why?


G Study the description of Figure 2 on this page. Write one or two words in each space.


38


Figure 2 shows changes resort holidays


2006/7. There was a


sales of eco-resorts while sales resort holidays went down holidays showed a 17%


sales the year of 15% lake


10%. Ski in


sales, and beach resort sales also . However, health resort sales a 10%


. Faculty: Business Studies


Faculty: Tourism and Hospitality Lecture: Introduction to tourism marketing


Marketing of tourism is not …  … the same as advertising. This is only a small part of marketing.


Lecture: Introduction to Marketing Marketing is not …


 … the same as advertising. This is only a small part of marketing.


 … just about selling. There are many other related activities which are involved.


So what is it? So what is it?


 … just about selling. There are many other related activities which are involved.


There are four main aspects, known as the ‘marketing mix’ – also called the ‘Four Ps’ – to which companies must pay attention.


1 The Product – must meet the needs of the consumers.


1 The Product – must meet the needs of the consumers.


2 Promotion – there are several methods of promoting a product, including advertising, special offers, mailing and sponsorship.


3 The Price – this depends on the financial objectives as well as the kind of consumer you aim at.


2 Promotion – there are several methods of promoting a product, including advertising, special offers, mailing and sponsorship.


3 The Price – this depends on the financial objectives as well as the kind of consumer being aimed at.


4 The Place – where do people buy the products? This concerns both means of distribution and type of retail outlet.


4 The Place – where do people buy the products? This concerns both means of distribution and type of retail outlet.


There are four main aspects, known as the ‘marketing mix’ – also called the ‘Four Ps’ – to which companies must pay attention.


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