Page 157 - principles of tourism marketing-1 (1)

 The set of engagements necessary for successful marketing

management includes capturing marketing insights,

connecting with customers, building strong brands, shaping

market offerings, delivering and communicating value,

creating long-term growth, and developing marketing

strategies and plans.

 Marketing is one of several functional areas in a business that

must be guided by a core company philosophy, while focusing
on the exchanges that take place in external markets to

maximize performance.

 The specific role of marketing is to provide assistance in

identifying, satisfying, and retaining customers. If marketing

consistently highlights a company’s competitive advantage

over other alternatives, consumers may become loyal to the

point of selecting the brand by default.

 Marketing is the act of facilitating the exchange of a given

commodity for goods, services, and/or money to deliver

maximum value to the consumer. From a societal point of

view, marketing is the link between a society’s material

requirements and its economic patterns of response.

Marketing satisfies these needs and wants through both the

exchange processes and building long-term relationships.

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