Author name here for Edited books Chapter 5 Marketing Inclusive Recreation Experiences 5 chapter Stephanie West and Erik Rabinowitz

This may seem simple, but you need to give customers what they want, not what you think they want. And, if you do this, people will keep coming back. –John Ilhan

Marketing Today Misconceptions from the past –Selling snake oil –Salespeople can’t be trusted Sales orientation –The old way –Attempts to influence consumers to buy product Marketing orientation –The new way –Develop product to meet consumers’ needs

Inclusive Services as Products In recreation our product is a service. Services are performed by another party. Services differ from goods in four ways: 1. Intangibility 2. Simultaneity 3. Heterogeneity 4. Perishability

Some Examples Products Canoe Snowboard Camera Medical supplies Services Canoe trip Snowboarding lessons Guided tour Personal care

Marketing Mix Product development is accomplished through the manipulation of elements. Variables are controlled by the person, agency, or business developing the service. Referred to as the marketing mix. There are seven variables to consider.

Seven Variables of the Marketing Mix Traditional 4: Product Product Price Place Promotion See figure 5.1. Expanded 3: Service People Physical evidence Process of assembly

Figure 5.1 Figure 5.1 The seven Ps of inclusive marketing.

Inclusive Product (aka Service) Market segmentation: division of a market into smaller markets –People with similar wants or needs –Sociodemographic, lifestyle, behavioral factors Three approaches to market segmentation: 1. Differentiated 2. Concentrated 3. Undifferentiated

Examples of Market Segmentation Concentrated: specifically for one group (people with disabilities, seniors, youth). Differentiated: provider focuses on several target markets. –Seniors –People with disabilities –Youth sports Undifferentiated: provider provides one service and works to include all.

Inclusive Pricing Cost-based pricing Competition-based pricing Demand-based pricing –High demand leads to high prices –Low demand leads to low prices ADA says charges must be equal for all regardless of accommodation requirements Can raise fees for everyone to cover costs

Inclusive Promotion The intentional communication of products and services to the customer base Five types: 1. Advertising 2. Publicity 3. Direct contact 4. Sales promotion 5. Public relations Use advertising, publicity, direct contact, sales promotion, or public relations so that people will use the programs you offer.

Inclusive Place (aka Location) Where the service is purchased Where the service takes place Look for physical evidence of inclusion at both locations

Physical Evidence of Inclusion Servicescape Signage Parking Landscaping Layout Air quality Temperature Restrooms Overall access Other Considerations Paperwork Staff attire Publicity materials Company vehicles Any representation of the agency beyond the immediate location

Inclusive People Recruit appropriate participants. Participants affect experiences of others. Train staff to minimize misbehavior. Train participants to facilitate participation. (continued)

Inclusive People (continued) Recruit and train appropriate staff members: –Hire intelligently. –Train intensively. –Monitor incessantly. –Reward inspirationally. Include technical skills training. Include social skills training.

Inclusive Process of Service Assembly Smoothly connecting individual activities that make up the service. Each element is efficient and effective. Ordered in a manner that allows optimal experiences among participants. Make these processes obvious and available to participants.

Quality of Inclusive Service Delivery Five areas to evaluate: 1. Reliability 2. Assurance 3. Responsibility 4. Empathy 5. Tangibles

Summary Effective marketing is key to success. Must consider how to meet consumer needs. Services are similar to products except... –Intangible –Heterogeneous –Perishable –Simultaneously consumed and produced Quality must be monitored to ensure services are meeting consumer needs.