Today we’ll be discussing the topical issues in leisure marketing
There are many factors that would affect marketing in any form as well as methods of marketing.
One such factor would be competition and the competitive advantages that we may have over them.
Pertaining to competitive advantages specifically, there are many ways we can obtain a competitive advantage over our competitors. To list a few, a business can:
– Rationalize and cut costs in general
– Innovate and develop new products and services or improve old ones
– Differentiate themselves from the rest
– Pricing strategies
– Improve the distribution system used for the products or services so that it can better reach our customers
– Promotion
– Create brand loyalty
By themselves they can do this much, but they can also gain a competitive advantage over others by expanding themselves through obtaining alliances, partnerships or acquiring and merging with other companies as well.
Quality in Leisure Business
What defines good quality comes in two:
Features: Does it sate your wants? Your desires? If it does, then it’s doing a good job
Does it fulfill your needs?: Services and products originally come about from a need before want. If it doesn’t fulfill your needs then it doesn’t matter if it fulfills your wants. Good quality leisure businesses fulfill both a customer’s needs and wants.
Quality is not always just defined by staff, the ones who give the service or products, the ones who stick to the given SOP to the latter and go beyond it. Staff are still human, they make mistakes, they break, they have their limits. Staff aren’t robots and they may break out of SOP every now and then for whatever reason.
They’re also affected by the customers. Customers who come in to a leisure business in a bad mood might be affected by their previous mood. No matter what level of quality you deliver, the customer might still feel that the delivered quality is inadequate.
Quality Management Systems
Quality control – All about making sure whatever service or product being produced and sold are at its very best. No mistakes, flaws or the like that would possibly be unsatisfactory to the customers and consumers. Often there are people in charge of making sure that these products are good enough for the customer, during the process of creating the products.
Quality assurance – The responsibility of quality control in Quality Assurance is spread out to everyone involved in creating the product or service experience, unlike Quality Control where only specific people are in charge of checking for quality.
Total quality control – Like Quality Control but on a much more detailed scale. Quality Control usually focuses on key aspects of a service or product but Total Quality Control tries its best to ensure that everything is up to standard to what the product or service should be.
Total quality management – Imagine Total Quality Control but not just in a specific area of production or service, but throughout the entire company or business. Imagine if every employee and manager is the outstanding example of what any other employee or manager should strive to be, y’know, like Japanese people.
Marketing Mix and Quality in Leisure
Next we’ll be taking a look at how the concept of Quality affects the 4Ps in the Marketing Mix:
Product – Making sure that the product satisfies the needs and wants of the consumer is what is defined as a good-quality product.
Price – Prices that are acceptable, for products and services that have good value in money. A difficult thing to measure as the value of things vary between what is sold and where it is sold.
Place – A location that is easily accessible and well-known is considered a wonderful spot to make business.
Promotion – The method of promotion as well as the contents of the promotion is important. Method being how uniquely, creatively and differently you attract customers through whatever medium is available and the content being true to what you sell without any sort of misleading information, intentionally or unintentionally.
Ethics and Social Responsibility
Simply put, what a company should and shouldn’t do. To give an example, a company can completely lie about how a product could quite possibly solve all their problems by simply using them or putting them on, like a “snake oil” sales man. Quite literally nothing is stopping them as long as they don’t get caught, and if the goal of a business is to make as much profit as possible, this could be a very effective way to get said profit.
Doesn’t mean it should, since it causes a whole lot of trouble to a lot of innocent people. Ethically speaking, it’s wrong to lie about your product, even worse about medicine that claims to cure anything when it might even jeopardize lives who completely believe in it. However, there will be businesses who will completely ignore their ethics in favor of profits and it still happens to this very day.
That’s not even covering employees who favor their own individual profit over the profit of the organization they’re working in and other unethical work practices by individuals and organizations alike.
Which is why this particular chapter is very important. Short-sighted greed is pretty bad when it negatively affects some or all parties involved when it shouldn’t.
The Ethical and Social responsibilities of a business organization can be divided into two parts: Internal and External
Internally, an organization should ensure that their employees have proper rights as workers to have good pay, good working environments and equal opportunities for employees and those who wish to be employed. They should also never lie to their consumers about their products, lie to their own companies or to other parties about their finances unless they are required to conceal important information, to care about the health and safety of their employees and their consumers as well as price their products and services acceptably.
Externally, they should always ensure that they do not have a large negative impact on the environment or the surrounding local community. They should always comply with government policies, regulations and legislation, as well as resisting and refusing the temptations of corrupt business practices.
Marketing Research
There’s a difference between Market Research and Marketing research.
Market Research is research to gather information about the market.
Marketing Research is research to help improve how well a business can perform their marketing.
These two are pretty important because they’re both important for a business to help promote whatever product or service they’re selling by knowing who they’re selling to and how to best appeal to those people as well as other useful information that will be helpful for the business.
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