Buyer Behaviour and Marketing in Relation to Amsterdam

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Contents

Introduction

Rationale

Objectives

Overview

Marketing

What is marketing?

Segmentation

Why segment a market
Examples of segmentation
Segmentation relating to Amsterdam

Buyer behaviour
The buyer decision process
How destinations can effect buyer behaviour
Buyer behaviour relating to Amsterdam

How the Amsterdam tourist board can improve it’s future marketing.

Rationale

This report has been conducted to look into market segmentation. It will discuss the importance market segmentation has when it comes to marketing and also the different factors that affect buyer behaviour. It will also talk about how market segmentation and buyer behaviour effects tourism in Amsterdam. The report will also discuss how knowing what effects buyer behaviour and how best to segment the market will aid the tourist board.

Objectives

The aim of this research is to aid the tourist board in Amsterdam. It should help them in deciding how best to market the destination in the future. The aim is to help the tourist board improve the effectiveness of it’s marketing in order to attract more tourists and to increase the amount of money being spent on tourist attractions. It will also help to aid the tourist board in deciding how best to segment the market and what visitors it should market itself to.

Overview

The report will start by defining marketing and outlining it’s importance in attracting visitors to a destination. It will then go on to talk about market segmentation. It will describe what market segmentation is and why it is important in marketing. Then it will go on to look at how market segmentation is used by the Amsterdam tourist board, and how it could go on to improve the way in which it chooses to segment it’s market. After that the report goes on to look into buyer behaviour. The report will talk about the buyer decision process and how people come to decide on a destination .Finally it will conclude by assessing how the Amsterdam tourist board could go on to use this report in improving its marketing techniques.

Marketing

What is marketing and why is it important?

Marketing is a very effective tool when trying to promote a destination. “marketing is about customers. It is about how to find them, how to satisfy them and how to keep them.” (Morgan, 1996) Without customers a tourist destination couldn’t exist. Tourists bring money to a destination and use the different facilities there in order to keep the businesses running. This even applies to voluntary and non profitable organisations. “If no one comes to its performances or uses its facilities, then how can it justify spending the money.” (Morgan, 1996) This is why marketing is increasingly become vital in attracting new visitors to an area. Travel is becoming easier all the time. Air travel is becoming quick and inexpensive and as a result more tourist destinations are opening up to people. This means that destinations are experiencing increased competition. (Kotler et al, 1993) discusses how places are “increasingly competing with other places to attract their share of tourists, businesses and investment.” With the competition increasing all used well it can help to transform the popularity of a destination. One major factor that needs to be considered when designing a destinations marketing in which segment area to aim it’s marketing towards.

Segmentation

Why segment a market?

Segmentation is vital in marketing, with the amount of people travelling and using visitor attractions around the world it would be impossible to advertise affectively without narrowing the market. Segmentation is the process in which a destination chooses a target market which it will aim to sell a particular product. Without market segmentation destinations would be trying to please too many different types of tourist. “The total market for tourism products is...
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