the marketing gap

Thoughts about THE

Marketing Gap

The King is DeadLong Live the King!

Whether Marketing concept and philosophy states that

“the customer is the King”

why treats him like

“a deaf, blind and mute sleeping beauty” ?

I Dare THE Question

• While customers establish the totality of marketing criteria*, the responsibility of interpreting those criteria lies with the service provider.

• But that these viewpoints will always be distinct (Johns, 1999).

The Marketing Paradox

(*) i.e., segmentation, targeting, quality and evaluation

• Hence, the majority of services marketing scholars nowadays vote for an interpretative ontology in consumer research.

• Since customer defines marketing concepts, the measurement and assessment of those concepts should be based on the customer himself.

Interpret me if you can!

• Marketing researchers and managers should integrate the experience of the customer as a standard

• The future lies in understanding the consumer, his experiences and his evaluations.

But What That Means?

• In its simplest and basic form is about marketers and providers understanding the demographic profile of the customer.

• If not, then there is a GAP

• Let’s see an example…

But What That Means for Marketers?

Does this Gap Really Exist?

The Gap between real demographic profile of visitors and tourism providers’ perceptions of this profile

While they were sleeping

or The Movie

Gap = visitors’ demographic profile – providers’ estimate of tourists’ profile

Ho: there is no difference between tourists’ actual profile and providers’ estimate of tourists’ profile

Schematically the GAP

Research Field

An ancient Greek religious site dating back 10 centuries B.C.

The birth-place of the Olympic Games.

The location of giant gold Statue of Zeus, one of seven wonders of the world

Place where Olympic flame is still lit

An UNESCO Heritage Site

It hosts one of the masterpieces of ancient Greek art, Hermes of Praxiteles.

Ancient Olympia, Greece

Research methodology

TOURISTS SURVEY PROVIDERS SURVEY

Samples National and international tourists, 15+ years old.

Lists of the local chamber of commerce. Owners or managers.

Sample size 268 95

Period 2 months

Variables Nationality, age, gender, education, income

Data collection method

Personal interview using a questionnaire in 6 languages

Personal interview using structured questionnaire

Sampling Two stages Random sampling Inventory method

Questionnaire Collection

71% response rate 76, 5% response rate

Were they sleeping?

Results

NATIONALITY

18.4

15.8

13.2 13.2

10.2

7.15.3

18.9

32.6

14.7

3.2

17.9

7.4

3.2

0

5

10

15

20

25

30

35

UK French German Greek Italian Spanish Nederlands

%

Visitors’ actual demographic profile Providers’ estimate of visitors’ profile

Results

These are destination’s tourists Providers market for these tourists

Results …what that means ?

but…

AGE32.5

22.8

17.916

4.5

9.8

30.5 30.5

24.4

4.9

0

5

10

15

20

25

30

35

19-29 30-39 40-49 50-59 15-18

%

Results

Visitors’ actual demographic profile Providers’ estimate of visitors’ profile

Results …what that means ?

These are destination’s tourists Providers market for these tourists

but…

EDUCATION

27.225.3

22.220.6

4.7

16.9

0

44.9

7.9

30.3

0

5

10

15

20

25

30

35

40

45

50

University graduate Postgraduate College graduate University Student Basic

%

Visitors’ actual demographic profile Providers’ estimate of visitors’ profile

Results

Results …what that means ?

These are destination’s tourists Providers market for these tourists

but…

INCOME (monthly)41.9

26.5

17.214.4

26.7

21.1

14.4

37.8

0

5

10

15

20

25

30

35

40

45

3000€ + 1500 - 3000 Less than 800€ 800 - 1499

%Results

Visitors’ actual demographic profile Providers’ estimate of visitors’ profile

Results …what that means ?

These are destination’s tourists Providers market for these tourists

but…

British

Female

Young (19-39)

holds a university degree

monthly income exceeds 3.000 euros.

French

Male

Older

uneducated

Poorer that he really is.

Results Outline

The REAL Tourist of Olympia

The PERCEIVED Tourist of Olympia

The REAL Tourist of Olympia

The PERCEIVED Tourist of Olympia

False perceptions might lead to ineffective decision making for marketing segmentation, positioning and marketing mix formulation.

OK, this Gap exists, so what?

Importance of dyadic and timely research

Useful tool for management in order to propose an ‘integrated solution’ to customers.

In line with the notion of ‘co-creation marketing’ , where it is essential for the reality perceptions of both parties to be amply synchronized.

Gap Contribution

Wear your customer’s glasses and see the World!

Thank you!