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Marketing

Marketing

A target market is the specific group a product is aimed at, and the marketing mix is how price, place, promotion and the offer are shaped for that group. The same rooms can be sold differently without pretending they are a new building.

CAPS

Grade 12 · Tourism · Marketing

Tourism is one paper that mixes planning, money, people and place.

  • The paper

    One NSC paper of 200 marks. It covers tourism sectors, map work and tour planning, foreign exchange, attractions, heritage and culture, marketing, communication and customer care, and sustainable and responsible tourism.

  • Calculations and service

    Foreign exchange must show the currency, the rate, and whether you multiply or divide. A tour plan must fit the time and the map. Customer-care answers name what the tourist needed and what the staff member should have done.

  • How a marker reads it

    A common mix-up is to change nothing but the slogan and to advertise a pensioner special where those pensioners will never see it.

The paper is 3 hours. A slogan with no link to the attraction, or a rand amount with no rate, does not score the application marks.

Worked theory

Worked theory. A resort in Margate runs a mid-week pensioner special: say the rate is R500 a room instead of R950, and it is offered from Monday to Thursday. It is advertised at a clinic and a church, not on a nightclub flyer. The rooms did not change. The market did, and the price, the days and the place of the advert changed with it.

More worked examples

  • Bunks aimed at a campus

    A backpacker hostel in Observatory sells bunks to students at a low nightly rate, with a notice on a campus board and a late check-in. The bunks are the same beds all year. Placing that offer only in a retirement newsletter brings people who wanted a private room and an early night. Those guests leave unhappy, and the students never saw the notice. The beds did not fail, and the channel missed the market that would have used them.

  • A tasting sold to couples

    A Stellenbosch farm sells a Saturday afternoon tasting to couples at a price per pair, and the notice sits in a hotel lobby. The wine and the room are the same ones used on other days. A midnight radio advert aimed at club-goers brings a group that wanted loud music. They leave after one sip. The tasting was the wrong offer for that channel, not a bad wine.

In ordinary words

Product is what is being sold, and price is what that group is asked to pay. Place is where they hear about it and where they buy, and promotion is the message in a channel they actually use. A market of pensioners is not reached by a poster aimed at a nightclub. If the group changes and the mix does not, the rooms can be fine and still have no buyers.

In South Africa

A Margate resort in term time can fill mid-week rooms with pensioners if the offer is sold where those pensioners already are.

Part 1 / 4

What it is

A target market is the specific group a product is aimed at, and the marketing mix is how price, place, promotion and the offer are shaped for that group. The same rooms can be sold differently without pretending they are a new building.

More worked examples

Board walkthroughs on this topic. Open one, copy the working, then try the next.

Example 1 / 20

Explain market segmentation in tourism.

How we got there

Read this like a teacher at the board. We go slowly, name every number, and say why we take each step.

Explain in another language · 11

1. What is the question asking?

Read the question twice. Circle the unknown. Underline every number and unit. The paper is asking: Explain market segmentation in tourism.

Before any working — hunt first

Given

Numbers and units already in the sentence: no numbers yet — only a name, a diagram, or a worded unknown. Copy each one into a column. A name without a number is not given.

Missing

After you copy the given, the letter that still has no number is missing. The paper is pointing at: Explain market segmentation in tourism. Circle that word — that is the missing variable.

Find

We are required to find: Explain market segmentation in tourism. Write that as a symbol on the left, with a question mark, before you touch a formula.

Calculate

What we need to calculate: Groups. Then substitute the given, one line at a time, to get Explain market segmentation in tourism.

In other words — as if you have never seen this before

If you have never seen this before: Groups. We will name a method in words, write the formula with no numbers, then substitute one line at a time.

2. What do we already know?

Segmentation.

3. Which method — and why this one?

Groups.

4. Step-by-step working

  1. 01 / 08

    Step A — Read the question twice

    Slow down. Circle the word that names the unknown. Underline every number and its unit. Do not grab a formula yet — first decide what the paper is actually asking.

    Why this step: If you can say the method in a sentence, you will pick the right formula. First-timers skip this and grab the first equation they remember.

  2. 02 / 08

    Step A2 — Hunt: Given, Missing, Find, Calculate

    Given: Numbers and units already in the sentence: no numbers yet — only a name, a diagram, or a worded unknown. Copy each one into a column. A name without a number is not given. Missing: After you copy the given, the letter that still has no number is missing. The paper is pointing at: Explain market segmentation in tourism. Circle that word — that is the missing variable. Find: We are required to find: Explain market segmentation in tourism. Write that as a symbol on the left, with a question mark, before you touch a formula. Calculate: What we need to calculate: Groups. Then substitute the given, one line at a time, to get Explain market segmentation in tourism.

    Why this step: Do not name the letters yet. First hunt: what already has a number (Given), what has no number (Missing), the word the paper wants (Find), and which formula still contains the missing letter (Calculate).

  3. 03 / 08

    Step B — Write the given in a column

    Segmentation.

    Why this step: A column with units stops you mixing cm with m, or minutes with seconds. Markers can also see you started correctly.

  4. 04 / 08

    Step C — Name the method in words

    Groups.

    Why this step: If you can say the method in a sentence, you will pick the right formula. First-timers skip this and grab the first equation they remember.

  5. 05 / 08

    Explain

    Dividing tourists by age, income, interests or origin to target marketing.

    Why this step: We only do one job per line so a marker can follow the marks — and so you can find a slip without starting over.

  6. 06 / 08

    Step G — Sense-check the size

    Ask: is this the kind of number a Grade 10–12 paper would want? A speed of 3 000 ms for a learner walking, or a probability bigger than 1, means a unit or algebra slip. Estimate first: round the numbers and do the sum in your head.

    Why this step: Markers write ‘unrealistic’ in the margin when the method is right but the size is wild. A 10-second head check often finds a missing 10² or a unit that never changed.

  7. 07 / 08

    Step F — Box the answer with its unit

    Targeted groups.

    Why this step: A number without a unit is half a mark on a Physics paper, and a marker can miss a Maths answer that is buried in working.

  8. 08 / 08

    Step H — What the marker is looking for

    On an NSC memo you usually earn: (1) a method mark for naming the right formula or idea in words, (2) an accuracy mark for substituting the given numbers with units, (3) an accuracy mark for the boxed answer with its unit. Write those three lines even if you are unsure of the arithmetic — blank pages score zero.

    Why this step: First-timers chase the final number and leave the method blank. The memo still pays out for the idea and the substitution even when the last line is wrong.

5. The answer

Targeted groups.

Copy onto your answer sheet — in this order

Answer: Targeted groups.

6. Check it like a marker

E.g. backpackers vs luxury.

7. A trap first-timers fall into

First-timers often grab the first formula they remember, mix units (cm with m, minutes with seconds), or drop a minus sign. Write the formula in words first: “this equals that, because…”

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