Download - The Marketing Gap
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Thoughts about THE
Marketing Gap
The King is DeadLong Live the King!
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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
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• 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
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• 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!
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• 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?
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• 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?
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Does this Gap Really Exist?
The Gap between real demographic profile of visitors and tourism providers’ perceptions of this profile
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While they were sleeping
or The Movie
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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
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Research Field
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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
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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
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Were they sleeping?
Results
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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
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These are destination’s tourists Providers market for these tourists
Results …what that means ?
but…
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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
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Results …what that means ?
These are destination’s tourists Providers market for these tourists
but…
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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
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Results …what that means ?
These are destination’s tourists Providers market for these tourists
but…
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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
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Results …what that means ?
These are destination’s tourists Providers market for these tourists
but…
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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
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The REAL Tourist of Olympia
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The PERCEIVED Tourist of Olympia
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False perceptions might lead to ineffective decision making for marketing segmentation, positioning and marketing mix formulation.
OK, this Gap exists, so what?
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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
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Wear your customer’s glasses and see the World!
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Thank you!