GLOSARIUM

1. Mainstream Tourism - Terms commonly but loosely used to refer to popular forms of leisure tourism pioneered in southern Europe, the Caribbean, and North America in the 1960s and 1970s.

2. Market – Those consumers who currently are, or potentially may become, purchasers and/or users of a particular individual or group of products services.

3. Market Leader – The product which has the largest share of a single market, in other words, it is purchased by more people than any of its competitor products.

4. Market Share – The proportion of sales of a particular type of product achieved by an individual product.

5. Marketing Mix – The four controllable marketing variables – product, price, place and promotion – which marketers manipulate in order to achieve their marketing objectives.

6. Marketing Positioning – The position in the market which a product is perceived to have, in the minds of consumers, in relation to variables such as quality, value for money, and level of service.

7. Marketing Research – The process of collecting, recording and analysing market-related information. It includes published or secondary data of specific data or primary research. It is designed specifically to provide data which helps an organization improve the effectiveness of its marketing activities.

8. Mecca - A place that a lot of people visit, because it is famous for something that they want to see or do.

9. Media – This can refer to either the news media or the advertising media, in other words, the media in which advertisements may be placed.

10. Model – A representation that seeks to illustrate and/or explain a phenomenon.