The Marketing Gap
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This presentation deals with a Marketing Paradox: Whether Marketing concept and philosophy states that “the customer is the King” why treats him like “a deaf, blind and mute sleeping beauty” ?
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The Marketing Gap
- 1. Thoughts about THE Marketing Gap The King is Dead Long Live the King!
- 7. Does this Gap Really Exist ? The Gap between real demographic profile of visitors and tourism providers’ perceptions of this profile
- 9. While they were sleeping or The Movie
- 10. Gap = visitors’ demographic profile – providers’ estimate of tourists’ profile Ho: there is no difference between tourists’ actual profile and providers’ estimate of tourists’ profile Schematically the GAP
- 11. Research Field
- 13. Research methodology Nationality, age, gender, education, income Variables 76, 5% response rate 71% response rate Questionnaire Collection Inventory method Two stages Random sampling Sampling Personal interview using structured questionnaire Personal interview using a questionnaire in 6 languages Data collection method 2 months Period 95 268 Sample size Lists of the local chamber of commerce. Owners or managers. National and international tourists, 15+ years old. Samples PROVIDERS SURVEY TOURISTS SURVEY
- 14. Were they sleeping? Res ults
- 15. Res ults Visitors’ actual demographic profile Providers’ estimate of visitors’ profile
- 16. These are destination’s tourists Providers market for these tourists Res ults … what that means ? but…
- 17. Res ults Visitors’ actual demographic profile Providers’ estimate of visitors’ profile
- 18. Res ults … what that means ? These are destination’s tourists Providers market for these tourists but…
- 19. Res ults Visitors’ actual demographic profile Providers’ estimate of visitors’ profile
- 20. Res ults … what that means ? These are destination’s tourists Providers market for these tourists but…
- 21. Res ults Visitors’ actual demographic profile Providers’ estimate of visitors’ profile
- 22. Res ults … what that means ? These are destination’s tourists Providers market for these tourists but…
- 23. British Female Young (19-39) holds a university degree monthly income exceeds 3.000 euros. French Male Older uneducated Poorer that he really is. Res ults Outline The REAL Tourist of Olympia The PERCEIVED Tourist of Olympia
- 24. The REAL Tourist of Olympia
- 25. The PERCEIVED Tourist of Olympia
- 26. False perceptions might lead to ineffective decision making for marketing segmentation, positioning and marketing mix formulation. OK, this Gap exists, so what?
- 28. Wear your customer’s glasses and see the World!
- 29. Thank you!