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10/23/2015

Recreation Resource Marketing


FP40302

What is your choice?

How you make the


decision?

How do you make


the decision?

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Supplier & Demand


Supplier Demand
- New ideas - To fulfill wants and
- Understand what desires
consumer wants - Decision making
- Product innovation

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Definition
Marketing is an
organisational function &
a set of process for
creating, communicating,
and delivering value to
customers and for
managing customer
relationship in ways that
benefit the organisation
and its stakeholder
(American Marketing
Association, 2007)

Definition
Marketing is defined as human activity
directed towards satisfying needs and
wants through exchange processes (Kotler,
1980)

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Definition
Marketing is a tool to
promote your product,
a way to improve
program attendance,
advertising programs
to the public,
introduce programs to
others, and sell what
you offer (Jane, 2006).

Requirement for marketing to occur

Marketing
Two or more parties
Desire and ability to
with unsatisfied
satisfy needs
needs

A way for parties to Something to


communicate exchange

Requirement for
marketing to occur

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How marketing became so


important?
Production Era Product Era
It holds that consumers will It focuses on making
favor products that are continuous product
available and highly improvements.
affordable, and therefore Consumers will favor
production and distribution products that offer the
efficiency become the most in quality,
concerned of management performance, and
innovative features

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Cont

Sales orientation User orientation


Directed towards convincing The focus of marketing
consumers to purchase a shifted from sales and
products to customer
particular product through orientation
the efforts of sales The aim is to investigate
representatives or and understand consumers
promotional campaigns in order to design a
product, program, and
The image of advertising and service specific to their
marketing strategies are needs and wants
crucial to the agency in
attracting potential users

Adi Dassler
Age of founder at start 20 3 guiding principles:
Background as trained Produce the best shoe for the
baker requirement of the job,
1949 was the year of Protect the athlete from injury,
foundation &
Sales and net profit for Ensure the product lasted
Adidas Group year 2007
was 10.3bn

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What about marketing for Parks,


Recreation, and Leisure?

Parks?
Recreation?
Leisure?
Play?

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Item Definition & Characteristic


Play As a form of human or animal activity or behavioral style that
is selfmotivated and carried on for intrinsic rather than
extrinsic purposes.
Generally pleasurable and is marked by elements of
competition, humor, creative exploration and problem
solving, and mimicry or role playing
It is marked by freedom and lack of structure, may involve
rules and prescribed action, as in sport and games
Leisure As a state of being in which activity is performed for its own
sake
It is a portion of an individuals time that is not directly
devoted to work or workconnected responsibilities or to
other obligated forms of maintenance or selfcare.it implies
freedom and choice and is customarily used in a variety of
ways including to meet ones personal needs for reflection,
selfenrichment, relaxation, pleasure, and affiliation.
Usually involves some form of participation in a voluntarily
chosen activity

Item Definition & Characteristic


Recreation It consists of human activities or experiences that occur
in leisure time
The participation is voluntarily chosen for intrinsic
purposes and are pleasurable, although they may
involve a degree of compulsion, extrinsic purpose, and
discomfort, or even pain or danger
It can be regarded as the emotional state resulting from
participation or as a social institution, a professional
career field, or a business.
It should be socially constructive and morally acceptable
in terms of prevailing community standards and values
Parks Natural areas
Protected under state/federal jurisdiction/world
conventions/protocol
Purpose of establishment is merely for conservation,
protection , research and public benefits
Source: Mclean & Hurd, 2012; 11-31p.

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Evolution of marketing approach for


leisure services
Internal: (developing a
program based upon the
needs of the agency and
selling to consumers)

Product
User

Services
Sales
External: (developing a
program based upon needs
& interests of users

Leisure-oriented marketing

User Services
Focusing upon what people want and how
they wan it

Cont.

Internal approach External approach


Addressed the The organisation
needs of the look outward at the
organisation as needs and interests
opposed to the of the user in an
needs and wants of effort to pull them
the customers to the agency

Summary
Marketing is not limited to sales or promotional
techniques.
Identify needs and wants of potential consumers
Encourage individuals in the exchange process

The exchange process may involve a simple


monetary transaction as in payment for products
or services
Tangible and intangible products

In terms of intangible products, the exchange


process become more complex;
Example: leisure delivery systems attempt to encourage potential
users to exchange discretionary time and money in exchange for
participation in a recreation program or service.

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Discussion
1. How leisure and recreational activities can
satisfy consumer needs?
2. Since when leisure and recreational activity
became so important among Malaysian?
3. What are the factors that contributing to the
growing needs for leisure and recreational
activities in Malaysia?

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