Summer 2008

INTERNATIONAL MARKETING
MKTG3417

Tourism Marketing

hosted by
The City of North Bay


Summer 2008
Perceptions
Form Groups
Pool Notes about Perceptions of North
Bay as a travel destination before you
traveled
Each Group Presents to Client
Summer 2008
Product Quality
What is quality?
Summer 2008

Quality is
the ability of a product
to consistently meet or exceed
customer expectations.
Summer 2008
A. Introduction


Product
Good Service
Summer 2008
Product includes Goods and Services
Remind me of the differences between
goods and services

Intangible
Perishable
Variable
Inseparable
Summer 2008
Quality: The Basics
1. Dimensions of Quality
2. Determinants of Quality
3. Consequences of Poor Quality
4. Costs of Quality
Summer 2008
1. Dimensions of Quality - Product
Performance
Aesthetics
Special Features
Perceived quality

Reliability
Durability
Service
Safety


Summer 2008
2. Dimensions of Quality - Service
Tangibles
Convenience
Reliability
Responsiveness
Time
Assurance
Courtesy
Summer 2008
3. Examples of Quality Dimensions, Products
Dimension Example
1. Performance Everything works; ride handling, leg room
2. Aesthetics
3. Special features
Convenience
High tech
4. Safety
5. Reliability
6. Durability
7. Perceived quality
8. Service after sale
Summer 2008
4. Examples of Quality Dimensions, Products
Dimension Example
1. Performance Everything works; ride handling, leg room
2. Aesthetics Interior design, soft touch, fit and finish, grade of material
used
3. Special features
Convenience
High tech

Placement of gauges and controls
GPS, DVD player
4. Safety Antilock brakes, airbags
5. Reliability Infrequency of breakdowns
6. Durability Long life, resistance to rust and corrosion
7. Perceived quality Top rated car, e.g. Cadillac
8. Service after sale Warranties, handling of complaints, maintenance
Summer 2008
5. Examples of Quality Dimensions, Services
Dimension Example
1. Tangibles Were the facilities clean?
2. Convenience
3. Reliability
4. Responsiveness
5. Time
6. Assurance
7. Courtesy
Summer 2008
6. Examples of Quality Dimensions, Services
Dimension Example
1. Tangibles Were the facilities clean? Were personnel neat?
2. Convenience Was the service centre conveniently located?
3. Reliability Was the problem fixed?
4. Responsiveness Were customer service personnel willing and able to
answer the questions?
5. Time How long did the customer have to wait?
6. Assurance Did the customer service personnel seem knowledgeable
about the repair?
7. Courtesy Were customer service personnel and the cashier friendly
and courteous?
Summer 2008
1. Determinants of Quality
Design
Quality of Design: Characteristics designers specify for a
product or service
Conformity
Quality of Conformance: The degree to which goods or
services conform to the specifications of the designers
Ease of use
Good instructions and labels
Service after delivery
Recall, repair, replacement, refund
Summer 2008
1. The Consequences of Poor Quality
Loss of business
Liability
Productivity
Costs
Summer 2008
2. The Consequences of Poor Quality
A recent study showed that, while a
satisfied customer will tell a few people
about his or her experience, a dissatisfied
person will tell an average of 19 others
Summer 2008
1. Costs of Quality
Internal Failure Costs
External Failure Costs
Appraisal Costs
Prevention Costs
Summer 2008
2. Costs of Quality
Internal Failure Costs
Costs incurred to fix problems that are detected
before the product/service is delivered to the
customer.
External Failure Costs
All costs incurred to fix problems that are
detected after the product/service is delivered
to the customer.
Summer 2008
3. Costs of Quality
Appraisal Costs
All product and/or service inspection costs.
Prevention Costs
All TQ training, TQ planning, customer
assessment, process control, and quality
improvement costs to prevent defects from
occurring
Summer 2008
1. Total Quality Management
TQM: A philosophy that involves
everyone in an organization in a
continual effort to improve quality and
achieve customer satisfaction
Summer 2008
2. Total Quality Management (1)
Continuous Improvement: make never-ending
improvements to critical processes
Competitive benchmarking: Identifying other
organizations that are the best at a process and
studying how they do it
Summer 2008
3. Total Quality Management (1)
Employee empowerment: Giving workers
responsibility
Team Approach
Decisions based on facts rather that opinions
Training

Summer 2008
4. Total Quality Management
Quality at the Source: making each worker
responsible for the quality of his or her work
Fail-safing: incorporating design element that
prevent incorrect procedures
Suppliers: encourage partnership and long term
relationships
Summer 2008
A. Introduction

Quality is
the ability of a product
to consistently meet or exceed
customer expectations.
Summer 2008
A. Introduction
Product
Good Service
Performance
Aesthetics
Special Features
Perceived quality
Reliability
Durability
Service
Safety
Tangibles
Convenience
Reliability
Responsiveness
Time
Assurance
Courtesy

Summer 2008
THE GREAT OUTDOORS
Background
The North Bay area is well known for the outdoor activities it presents.
Both locals and tourists participate in various outdoor related sports and
leisure activities.
Service Provider A:
Northern Edge Algonquin is an outdoor adventure outfitter providing
overnight and multi-day canoe and kayak trips as well as personal retreats.
Contact: Todd Lucier, Owner operator
Service Provider B:
Island Lake Lodge is a full service outfitter who provides guided fishing and
hunting expeditions as well as fully equipped cottages for rent.
Contact: Ellie Mitchell, Owner operator
Summer 2008
CASE STUDY 1 The Great Outdoors

Sergio Raul Negrete Herrera
Alejandra Berlanga Franco
Cristina Herrera Gracia
Pedro Euardo GonzalezVillasana
Diana Luz Vallejo Acuna
Jos Manuel Martinez Fregoso
Norma Guadalupe de Leija Rodriguez
Daniel Gomez Vargas
Iovanna Karina Cruz Marquez
Ana Karen Mercado Lira
Kristy Mountfold
Summer 2008
ATTRACTIONS
Background
North Bay is home to various attractions which are marketed by
the attraction itself as well as by the City and the regional tourism
marketing association.
Service Provider A:
The Chief Commanda Cruise is a key attraction for the city. It
offers various cruise opportunities and is popular with both locals
and tourists.
Contact: George Stivrins, Owner
Service Provider B:
The Dionne Quints Museum is a not for profit institution housed in
the original Dionne homestead. It contains many artifacts from the
Quints early days and their growing years.
Contact: Amy Toms, Museum Director
Summer 2008
CASE STUDY 2 Attractions

Leticia Orozco Prez
Elena Quesada Flores
Karla Patricia Gallardo Ayon
Adriana Santom Cullar
Daniel Meneses Sanchez
Veronica Medugory Rivas Soladrero
Jos Francisco Escobar Bernal
Maria Adriana Rodriguez Elias
Karla Guadalupe Romero Robles
Mariana Guadalupe Mastachi Lugo
Summer 2008

ACCOMMODATIONS SECTOR
Background
The accommodations sector in North Bay is comprised of
numerous types of facilities including full service and limited
service hotels, motels, cottages and camp sites.
Service Provider A:
Ontarios Near North is one of six regional tourism associations
responsible for marketing both the urban and rural tourism
product of Northern Ontario. The organization is membership
based and promotes attractions, accommodations, activities and
events.
Contact: Laurie Ypya, Executive Director
Service Provider B:
The Westmont Hospitality Group provides complete management
services including: franchise relations and evaluation, financial
management, marketing and sales, food and beverage, quality
control, risk management, purchasing, renovation, and
development. The majority of North Bays brand hotels fall under
the Westmont groups hospitality arm.
Contact: Angela Johnston, Regional Sales Manager
Summer 2008
CASE 3 Accommodations

Francisco Serrano Llamas
Esteban Alejandro Villegas Vazquez
Edmundo jose Maron Manzur
Angel Edmundo Vega Garcia
Massiel Ivonne Armendaiz Rocha
Loyda Leonora Gutirrez Lara
Madelin Paolo Martinez Cueto
Don Alfonso Maria Federico Luengas y Souchad
Eugenia Bueno Giron
Dave Marleau