Principles of Marketing
7 July, 2010
Marketing Giant of the Desert
Palm Springs is a city in California mostly known for its great attractions and countless fun exciting things to do. In a way it's more of a Vacation Resort than anything else. Palm Springs strives off tourism, it is the most important income in the whole city after sales taxes and property taxes. Tourists visit Palm Springs mostly in the winter when everything is open to the public. During the winter is when most events in Palm Springs occur aswell. It is a city of numerous festivals, conventions, and international events. Here is a revenue list of 2009-2010 for Palm Springs. As seen taxes is one of the highest revenues.
The city markets to many major segments mostly all of them have to do with tourism. They focus a lot on marketing hotels, stores for shopping, and attractions and events. Smaller segments involve marketing dining/nightlife, and accommodations. These audiences are reached through a variety of ways. It can be the internet, television, or simply word of mouth. They try very hard to make sure there offers are well known and properly displayed to the public simply because tourism is one of the major factors of the city.
Some external factors the city cannot control are issues like a down economy. During a recession people worry about saving and investing money not touring. Everyone's budget is tight and during times like these Palm Springs is very much like a business, not making the sales it once was and lowering prices in order to make sure some sort of revenue keeps coming in. The city's promotional marketing is definitely seasonal, the heaviest months are during the winter when it is nice and cool. During this period all shops and attractions are open. The price is also very high during winter for anything. The lightest months are during the summer. This is due to because Palm Springs is a desert area and during summer it can reach up...
Cited: Pierceall, Kimberly. "Report to guide Palm Springs ' marketing effort". The Press-Enterprise. August 24, 2007 <http://www.pe.com/business/local/stories/PE_Biz_D_tourism24.37f885b.html>.
"Budget". 2010 City of Palm Springs. <http://www.ci.palm-springs.ca.us/index.aspx?page=452>.
"Consumer Marketing". Palm Springs California. <http://www.palmspringsusa.com/static/index.cfm?contentID=614>.
"Best Time to Go & Visit & Travel to the California Low Deserts". Best Time to travel. <http://www.best-time-to-travel.com/California/Palm-Spring-Deserts.htm#BEST>.
"Palm Springs Warms to Spring Break Crowd". http://www.nbclosangeles.com/. Mar 9, 2009 <http://www.nbclosangeles.com/around-town/archive/Palm-Springs-Warms-to-Spring-Break-Crowd.html>.
"Gay & Lesbian Palm Springs Travel Guide". www.palm-springs.org. <http://travel.latimes.com/destinations/palm-springs/clm/planning-a-trip/gayandlesbian-travelguide>.
" Gay, Black Mayor for Palm Springs". Windy City Times. 2003-11-12 <http://www.windycitymediagroup.com/gay/lesbian/news/ARTICLE.php?AID=684>.
Please join StudyMode to read the full document