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2. MARKETING CONSIDERATIONS
In order to understand the most important challenges of the techniques and strategies adopted in the adverts included in the portfolio, it is important starting with the following MARKETING CONSIDERATIONS about this Industry:
1. It is very important to recognize this market as a typical market of services. That is going to have consequences in all the analysis, but mainly two:
- In the consideration of not only four "p" of the marketing mix (price, product, place and promotion), but also another three or four, which would be People (which is said to be the most important of the additional "p"), Physical Evidence, Process and Productivity&Quality (the last one only added by some authors as Lovelock, Vandermerwe&Lewis).
2. Is a market in constant evolution. Fifteen years ago it was a Monopoly in nearly all countries in Europe, after it became a market with oligopolistic competition with a small percentage of the population as costumers; and nowadays, although there are important barriers of entrance; globalization, new competitors and low-cost companies are transforming one of the most important markets in the world. Future Traveller Tribes 2020 analyses the impact of major international trends such as the globalization of business, politics, migration and tourism. These trends are considered alongside major consumer trends such as the growth in environmentalism and affluence to a greater demand for personalization and a search for health and wellbeing. Then it is a market where promotional efforts of companies must be huge and constant in order to survive, and where the quality a ...