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By Tammie J. Kaufman, Conrad Lashley, Lisa Ann Schreier

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Now Donna has her work cut out for her. She needs a plan to make sure that the leaders are convinced that the timeshare owner would make more contributions to their economy than tourists staying in a signature resort hotel. She also needs to quell their fears that they would be able to develop their historical and cultural attractions and still make money from a timeshare resort development instead of from a signature resort hotel. 37 38 C H A P T ER 3 : The Community Reflective practice [1] Read the case study and comment on what attributes timeshare owners have to offer a community in terms of their economic contribution.

The timeshare owner provides a consistent stream of income into the community and research supports the addition of timeshare resorts as a favourable lodging development option. The knowledge of these positive impacts will help us to validate this segment of the industry and help developers be at a more agreeable vantage point when backed up by the potential host community, in future projects. 41 This page intentionally left blank CHAPTER 4 Marketing Vacation Ownership Resorts After working through this chapter, you should be able to - define what marketing is - recognize what components fall under the marketing umbrella - identify the types of marketing that the vacation ownership industry has traditionally employed - identify the types of marketing that the vacation ownership industry needs to employ to effectively compete in a changing marketplace INTRODUCTION There has traditionally been a wide discrepancy between the marketing methods that vacation ownership resorts routinely employ and the marketing methods that other products routinely employ.

Does the vacation ownership product fit better into the Product or Service category and why? 2. How do emotion and logic manifest themselves in each of the 7Ps? MARKETING TIMESHARE Inbound marketing Inbound Marketing is another term for Market Research. The point in conducting market research is to determine the following: - What specific groups known as ‘target markets’ of clients have specific needs - How the product could meet those needs - How the clients can access the product - How much the clients would be willing to pay - Whether the product has any competition, and who the competitor is - How the product is designed and described so that the target markets will choose to purchase that product and not the competitor’s - What the product’s story, brand and/or identity is Outbound marketing Outbound marketing is made up of what is known as traditional advertising, that is getting the message, the offer and the product out to the client.

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