Semiotic knowledge toward heritage product in tourism industry： A case of Terengganu

In order to provide an appropriate context for the current state of the heritage product in tourism industry, semiotic knowledge become an important role to know deeply the identity, philosophy, and also the meaning of behind the actual product. Scott （2000） stresses the requirement of aesthetic and semiotic content in a creative product, instead of creativity. But, how many of retailers and salespersons in heritage product believe the semiotic as knowledge to present the product and opportunities in their selling？ According to Kotler （2000） a good personal selling will provide a detailed explanation or demonstration of the product. The message can be varied by the salesperson to fit the motivations and interests or each prospective customer. So, the purpose of this paper is to closely examine the level of awareness among retailers and salesperson toward the important of semiotic knowledge as part of strategic persuasion in a selling process. This survey study will develop a sample among retailers and salesperson in Kuala Terengganu as a respondent who give the feedback to fulfill the research questions.

Comparative Marketing Strategies of Fitness Clubs in the United States and Canada

There has been a growing health concern in the United States and Canada due to physical inactivity and obesity. In response to these health concerns, fitness centers have been growing in popularity. The successful marketing strategy of fitness clubs requires the identification of a target market and development of a marketing mix （product/service, place, price and promotion） that will best satisfy the needs of this target market. This qualitative research was conducted to investigate whether there were differences in the marketing strategies implemented by fitness clubs to meet the needs of consumers. The research method consisted of a census of the 20 fitness clubs in the contiguous regions of southern Quebec and northeastern New York/northwestern Vermont. Each fitness center was visited by multiple observers. Systematic observations using a grid of 51 variables were compiled for each establishment. The results found many similarities in marketing strategies, however, differences were found in the place and personal selling variables. The New York/Vermont fitness clubs tended to be located in better, more visible locations, while Quebec fitness clubs had better establishment atmospherics and personal selling strategies. New York/Vermont fitness clubs could benefit from improving their establishment d6cor, lighting, scent management, music selections, and cleanliness. Their service could include more customization, empathy with their customers＇ needs, reservations, and customer satisfaction policies. Their sales personnel could be trained to better approach their customers, to make the sale, and to dress in more professional fitness clothing. Quebec fitness clubs could increase their fitness club visibility through outdoor signage, parking facilities, and more promotion.