Exploring Tourism/Resources/Marking Guide3

Objectives
Learning Objective (4) - The role of destination marketing

Activity
Marketing for Milford - Marking Guide

Task
1. Identify and list the 4P's of marketing; product, price, place and promotion for Milford Sound (put into a matrix) now add the extra 3P's - Process, People, Physical Evidence and provide examples under each heading.


 * 4P's identified and example for each provided


 * extra 3P's identified and an example provided

2. Positioning - how the product/destination fits into the market, what its image is, or could be, and who is likely to buy or experience it. Is Milford a "market leader, challenger, or follower? What does it have the potential to be. Carry out a SWOT for the destination, while also considering what other regional competition the destination may be facing.


 * Position of product/destination eg. Market leader, follower etc... it future potential


 * Image/or what it could be (adequate description provided)


 * Target market (identified)


 * SWOT (completed)


 * other regional competition identified (other regions offering similar products/services)

3. Who visits Milford Sound - key target markets (provide statistics). Are there other market segments which potentially could be attracted to Milford? Name and describe them and how you would go about attracting them.


 * other market segments identified and explanation on how best to attract them provided

4. Promotion - describe on how Destination Fiordland markets Milford Sound and then offer suggestions on alternative or complimentary ways to do this - provide examples of promotions, which you think could work well for this RTO, from other RTO's (include links) and explain why you think this.


 * marketing techniques described


 * alternative or complimentary promotional techniques identified - examples provided


 * work correctly referenced...Yes/No

Comments:

Pass/Resit (date for resubmission)