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Buyer Behaviour and Marketing in Relation to Amsterdam

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Buyer Behaviour and Marketing in Relation to Amsterdam
Contents

Introduction

Rationale

Objectives

Overview

Marketing

What is marketing?

Segmentation

Why segment a market
Examples of segmentation
Segmentation relating to Amsterdam

Buyer behaviour
The buyer decision process
How destinations can effect buyer behaviour
Buyer behaviour relating to Amsterdam

How the Amsterdam tourist board can improve it’s future marketing.

Rationale

This report has been conducted to look into market segmentation. It will discuss the importance market segmentation has when it comes to marketing and also the different factors that affect buyer behaviour. It will also talk about how market segmentation and buyer behaviour effects tourism in Amsterdam. The report will also discuss how knowing what effects buyer behaviour and how best to segment the market will aid the tourist board.

Objectives

The aim of this research is to aid the tourist board in Amsterdam. It should help them in deciding how best to market the destination in the future. The aim is to help the tourist board improve the effectiveness of it’s marketing in order to attract more tourists and to increase the amount of money being spent on tourist attractions. It will also help to aid the tourist board in deciding how best to segment the market and what visitors it should market itself to.

Overview

The report will start by defining marketing and outlining it’s importance in attracting visitors to a destination. It will then go on to talk about market segmentation. It will describe what market segmentation is and why it is important in marketing. Then it will go on to look at how market segmentation is used by the Amsterdam tourist board, and how it could go on to improve the way in which it chooses to segment it’s market. After that the report goes on to look into buyer behaviour. The report will talk about the buyer decision process and how people come to decide on a


Bibliography: Briggs, S., 1997. Successful tourism marketing. London: Biddles Ltd. Kotler, P. et al., 1993. Marketing places. New York: the free press. Morgan, M., 1996. Marketing for leisure and tourism. Essex: Prentice Hall. Page, S, J., 2009. Tourism management, managing for change. Third edition. Oxford: Elsevier Ltd.
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