How does the Gateway Calgary project relate to the definition of marketing as described in Chapter 1?

Tracey Grindal, Market Research Manager, Tourism Calgary Gateway Calgary was a research study initiated and project managed by Tourism Calgary on behalf of seven industry partners. The goal of the study was to identify lucrative product-market linkages within the Calgary region’s tourism industry from which to develop, package, and promote product clusters. The results are guiding Tourism Calgary’s marketing and strategic planning through to 2008. The study began in 2004 and concluded in summer 2005.
Gateway Calgary was a four-phased project. Phase one, information collection, included a thorough scan of Calgary’s tourism industry inventory to identify areas of critical mass and gaps in tourism product offerings and an analysis, using demographic as well as psychographic and behavioral tools, of Calgary’s current geographic and product-based markets.
In phase two, 10 developing and emerging products on which to focus marketing effects in the near and long-term were identified. Phase two identified 10 potential market segments for Calgary and area. Of the 10, three were identified as having immediate potential, which were (1) Western Heritage, (2) Information, and (3) Sport/Major Event Tourism. In phase three, industry was consulted to gather their input, feedback and support of the three segments.
Phase four, sustainable implementation, continues to be the most important phase of the project. It involves the focused, strategic marketing of the right products to the right demographics.