Page 103 - GLOBAL TOURISM CHALLENGES IN 21st CENTURY
P. 103
VDOH WRGD\ VR ZKDW WKH\ QHHG WR FRQFHQWUDWH RQ LV WKH QH[W VDOH 7KH\ KDYH WR EH
ILJXULQJ RXW KRZ WR VHOO WKH VHFRQG SDLU EHIRUH WKH FRQVXPHU ZDONV RXW RI WKHLU VWRUH
+RZ KDUG ZRXOG LW KDYH EHHQ WR KDYH WKH FOHUN PDNH D QRWH WR FDOO FXVWRPHUV WKH QH[W
GD\ DQG DVN WKHP LI WKH\ OLNHG WKH JODVVHV" ,I WKH\ GR WKLV WKH\ ZLOO EH DEOH WR IL[
ZKDWHYHU ZDV ZURQJ PD\EH HVWDEOLVK D UHODWLRQVKLS ZLWK WKH FXVWRPHU DQG PDNH VXUH
WKDW WKH\ ZLOO FRPH WR VHH WKHP DJDLQ
7KHUH LV DQRWKHU DQG PRUH LPSRUWDQW UHDVRQ IRU EXLOGLQJ FXVWRPHU UHODWLRQVKLSV
7KDW LV EHFDXVH LI PDUNHWHU KDV D UHODWLRQVKLS ZLWK RZQ FXVWRPHUV WKH\ DUH PRUH
OLNHO\ WR VWLFN ZLWK WKHP ZKHQ SURGXFW FRPHV XQGHU DWWDFN E\ DQRWKHU EUDQG´
&RQVXPHUV KDYH WR KDYH D FOHDU LGHD LQ WKHLU PLQGV DERXW ZKDW D SURGXFW VWDQG IRU
TXDOLW\ VSHHG ORZ SULFH KLJK SULFH YDULHW\ ZKDWHYHU LW LV EHIRUH WKH\ ZLOO HYHQ
FRQVLGHU DFWXDOO\ EX\LQJ LW %XW FUHDWLQJ DQ LPDJH LV RQO\ WKH ILUVW VWHS 7KH JRDO LV WR
JHW SHRSOH WR SXOO RXW WKHLU ZDOOHWV DQG SD\ IRU WKH SURGXFW $QG WKH EHVW ZD\ WR GR WKLV
LV WR JLYH WKHP UHDVRQV WR EX\ LW DQG WKHQ WKH QHHG WR DFWXDOO\ DVN WKHP WR EX\ LW
³0DUNHWLQJ LV QRW WKH VDPH WKLQJ DV VDOHV RU DGYHUWLVLQJ EXW LW KDV WR LQFOXGH ERWK
,W KDV WR KDYH D VHWXS D GHOLYHU\ DQG D SXQFK OLQH ,W PXVW KDYH D VHWXS WKH UHDVRQ IRU
WKH SURGXFW D GHOLYHU\ WKH UHDVRQ WR EX\ DQG WKH SXQFK OLQH EX\ LW SOHDVH´
$GYHUWLVLQJ DZDUHQHVV DQG SURGXFW DZDUHQHVV DUH SUHWW\ HDV\ WKLQJV WR FUHDWH
0DUNHWHUV FDQ JHQHUDWH DGYHUWLVLQJ DZDUHQHVV ZLWK QR SUREOHP $OO WKH\ QHHG WR GR LV
JHW RQ WHOHYLVLRQ DQG WDNH WKH VKLUW RII DQG SHRSOH ZLOO UHPHPEHU WKH DGYHUWLVLQJ
0DUNHWHUV FDQ JHQHUDWH SURGXFW DZDUHQHVV E\ QDPLQJ WKH SURGXFW ZLWK D VWUDQJH QDPH
RU VRPHWKLQJ OLNH WKDW DQG SHRSOH ZLOO UHPHPEHU LW 7KH\ FDQ DFWXDOO\ HYHQ JHQHUDWH
IDYRULWH SURGXFW VWDWXV E\ FUHDWLQJ DQ LPDJH RI OX[XU\ RU E\ UXQQLQJ FKDUPLQJ DQG
HQGHDULQJ %XW HYHQ EHLQJ WKH IDYRULWH SURGXFW GRHVQ¶W JHW WKHP WR ZKHUH WKH\ QHHG WR
EH EHFDXVH EHLQJ FRQVXPHUV¶ IDYRULWH GRHVQ¶W QHFHVVDULO\ PHDQ WKDW PDUNHWHUV DUH
JRLQJ WR PDNH WKH VDOH ,W LV QRW UHDU VLWXDWLRQ ZKHQ WKH VWDWXV DV IDYRULWH SURGXFW LV
JRLQJ XS DQG LQ WKH VDPH WLPH SURGXFW FRQVXPSWLRQ WR JR GRZQ 7KDW LV ZKHQ
PDUNHWHUV DUH GHDOLQJ ZLWK WKH SKHQRPHQRQ WKDW LV FDOOHG YLUWXDO FRQVXPSWLRQ 9LUWXDO
FRQVXPSWLRQ LV ZKDW D ORW RI OX[XU\ JRRGV OLNH VSRUWV FDUV KDYH (YHU\ERG\ VD\V WKHUH
DUH JUHDW WKH\ ORYH WKHP EXW ZKHQ ZH DVN ZKHQ RU LI WKH\ DUH JRLQJ WR EX\ RQH WKH\
VD\ QR WKH\ FDQQRW DIIRUG LW RU LW GRHVQ¶W VXLW WKHLU QHHGV RU OLIHVW\OH RU WKH\ FDQ JHW D
EHWWHU GHDO ZLWK VRPHWKLQJ HOVH RU LW GRHVQ¶W FRPH LQ WKH FRORU WKH\ ZDQW
7KH ROG FRQYHQWLRQDO WKLQNLQJ WKDW LI PDUNHWHUV JUDE SHRSOH¶V KHDUWV WKHLU ZDOOHWV
ZLOO IROORZ LV GHDG ILQLVKHG /HW¶V WKLQN DERXW SROLWLFDO UDFH 'R SHRSOH YRWH IRU WKH
FDQGLGDWH WKH\ WKLQN LV D QLFH JX\" 2U GR WKH\ YRWH IRU WKH RQH ZKR WDNHV D VWDQG RQ
WKH LVVXHV DQG WHOOV WKHP ZKDW KH LV JRLQJ WR GR IRU WKHP DQG WKHLU IDYRULWH FDXVHV" ,W¶V
WKH VDPH ZLWK SURGXFWV ,I WKH JRDO LV WR VHOO PRWH VWXII PDUNHWHUV QHHG WR JLYH SHRSOH
UHDVRQV WR EX\ 6LPSO\ NQRZLQJ DERXW WKH SURGXFW LVQ¶W HQRXJK (VVHQWLDOO\ PDUNHWHUV
QHHG WR VD\ 6R JR EX\ LW $JDLQ DQG DJDLQ
:KDW PDUNHWHUV ILQG VXSULVLQJ DUH WKH UDGLFDO GLIIHUHQFHV DPRQJ WKH OLJKW PHGLXP
DQG KHDY\ XVHUV UHJDUGLQJ WKH VSHFLILFV WKDW WKH\ ZLOO WKLQN DUH IRXQGDWLRQDO DWWULEXWHV
RI WKH SURGXFW )XUWKHU WKHUH DUH ELJ GLIIHUHQFHV QRW RQO\ EHWZHHQ WKH SHRSOH ZKR
FRQVXPH ORWV RI WKH SURGXFWV DQG SHRSOH ZKR RQO\ EX\ LW RFFDVLRQDOO\
7KHUH DUH YDVW GLIIHUHQFHV EHWZHHQ SHRSOH ZKR IUHTXHQWO\ EX\ WKH SURGXFW DQG
WKRVH ZKR UHJXODUO\ VXSSRUW WKH FRPSHWLWRUV 7KLV LQIRUPDWLRQ LV YDOXDEOH IRU WZR YHU\
LPSRUWDQW UHDVRQV 2QH LV WKDW KHDY\ XVHUV DUH REYLRXVO\ PRUH SURILWDEOH IRU WKDQ OLJKW
XVHUV 6R RQFH PDUNHWHUV UHFRJQL]H WKHP DV D VSHFLILF VHJPHQW WKH\ FDQ WKHQ WDLORU
RZQ PDUNHWLQJ WR PDLQWDLQ DQG LQFUHDVH WKH XVDJH RI WKRVH KHDY\ FRQVXPHUV DQG WR
ZLQ FRPSHWLWRUV¶ KHDY\ FRQVXPHUV 7KH RWKHU LV ZKHQ PDUNHWHUV ILJXUH RXW ZKDW LV
ϵ ϲ

