MARKETING LESSON 3

is the sum of the actual and potential customers of product.

• Total Market

• Potential Market

• Available Market

• Served Market

consists of those consumers that profess some interest in a defined

product.

• Total Market

• Potential Market

• Available Market

• Served Market

is a set of actual and potential buyers of a product. These buyers

share a particular need or what that can be satisfied through exchange

relationship.

• Tourism Market

• Market

• Consumers

• Customers

consists of those consumers who have the interest and the necessary

income to visit a destination, along with no constraints.

• Total Market

• Potential Market

• Available Market

• Served Market

is part of the available market. The destination management can decide to

pursue only well defined segments or limited target

• Total Market

• Potential Market

• Available Market

• Served Market

consists of the set of consumers who actually purchased the tourist

products. It must be clear that this is only a fraction of the total population.

• Total Market

• Penetrated Market

• Available Market

• Served Market

Is comprised of varied profiles and characteristics that can

be further segregated.

• Market Segment

• Market Segmentation

• Market

• Market Targeting

Is dividing the market into distinct groups

who might require separate products and/ or marketing mixes..

• Market Segment

• Market Segmentation

• Market

• Market Targeting

is a subgroup of the total consumer market who

share similar characteristics and needs relevant to the purchase of a

product,service, or experience.

• Market Segment

• Market Segmentation

• Market

• Market Targeting

is evaluating each segment’s attractiveness and selecting one

or more of these market segments in which to operate one’s business.

• Market Segment

• Market Segmentation

• Market

• Market Targeting