RLS263 Lecture Notes - Lecture 10: Travel Literature, Marketing Mix, Customer Relationship Management

• School: University of Alberta
• Department: Recreation and Leisure Studies
• Course: RLS263
• Professor: Professor Zac Morrison

Document Summary

Marketing concept: referred to as consumer orientation , find out what the consumer wants - produce a product that will satisfy those ants at a profit, need to understand market: needs, desires, and wants. Marketing mix: right combination of elements that will produce a profit, timing, brands, packaging, product, image, advertising, price, selling, service quality, research, launch day. 4 p"s: product - not just physical product, but the product planning/dev. Branding: distinguished name or symbol (logo, trademark) meant to id goods or services of 1 or a group of sellers - to differentiate those goods and services from competitors who would attempt to provide products that appear identical.