Marketing is managing profitable customer relationships. The twofold goal of marketing:

To attract new customers by promising superior value and keep and grow current customers by delivering satisfaction. (Kotler & Armstrong, 2011)

Tetapi dalam konteks pariwisata

Pemasaran pariwisata merupakan suatu proses manajemen yang dilakukan oleh organisasi pariwisata maupun industri pariwisata untuk melakukan identifikasi terhadap wisatawan yang sudah punya keinginan untuk melakukan perjalanan wisata dan wisatawan yang berpotensi akan melakukan perjalanan wisata dengan jalan melakukan komunikasi dengan mereka, mempengaruhi keinginan, kebutuhan, memotivasinya, terhadap apa yang disukai dan yang tidak disukainya, pada tingkat lokal, regional, nasional ataupun internasional dengan menyediakan objek dan atraksi wisata agar wisatawan memperoleh kepuasan optimal (Salah Wahab dkk dalam Yoeti; 2002:2).

Highly PerishableComposite/Complementarity of tourist service.After sales serviceVariabilityNo-ownershipSeasonalitySimultaneousPsychologicalUnstandardizedUniqueUnpredictableIntangible but also tangibleInseparability/Fix SupplyMarketing need a formal organizationRiskyDynamicETC

MANAJEMEN PEMASARAN PARIWISATA

Desa Pekraman Jasri, di Kabupaten Karangasem, Provinsi Bali

MarketingSalesFOKUS PADA PENJUALAN (KAWASAN)FOKUS PADA PEMBELI (WISATAWAN)

Apa Itu PemasaranMarketing Defined

The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return (Kotler & Armstrong, 2011).

The Marketing Process

Understanding the Marketplace and Customer Needs Customer Needs, Wants, and Demands Market Offerings Products, Services, and Experiences Customer Value and Satisfaction Exchanges and Relationships Markets

AnUnderstanding

Designing A Customer-driven Marketing StrategyA Customer-Driven Marketing Strategy / Marketing management: The art and science of choosing target markets and building profitable relationships with them.Selecting Customers to Serve Choosing a Value Proposition Marketing Management Orientations, Production concept, Product concept, Selling concept, Marketing concept

Marketing Plan & Customer RelationshipStep by Step

Building Customer RelationshipCustomer Relationship Management

The Changing Nature of Customer Relationships, Relating with More Carefully Selected Customers , Relating More Deeply and Interactively

Partner Relationship Management, Partners Inside the Company, Marketing Partners Outside the Firm

For EXAMPLE:

Capturing Value From CustomersCreating Customer Loyalty and Retention Growing Share of Customer Building Customer Equity Customer equity is the total combined customer lifetime values of all of the companys current and potential customers. Building the Right Relationships with the Right Customers

For EXAMPLE:

The Changing Marketing LandscapeThe Uncertain Economic Environment The Digital Age Rapid Globalization Sustainable MarketingThe Call for More Social Responsibility (CSR) The Growth of Not-for-Profit Marketing

So, What is Marketing