Marketing Mix市场营销策略组合,4P.ppt

Develop And Manage Marketing StrategiesMARKETING MIXDelivered By: Amy Li Marketing Mix A combination of product, pricing structure, distribution system, and promotional activities which constitute the core of anization's marketing system. ----the ‘4Ps’市场营销组合是指企业的综合营销方案,即:企业对自己可控制的各种营销因素(产品质量、包装、价格、服务、广告、渠道和企业形象等)的优化组合和综合运用,使之协调配合,扬长避短,发挥优势,以便更好地实现营销目标。Product: Learning esAfter this session, you should be able to: the meaning of "product"; the Product Lifecycle; the characteristics of ProductProduct is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. It includes physical objects, services, persons, places, organizations and ideas. ---- Kotler A product is the set of tangible and intangible A product is the set of tangible and intangible attributes that might satisfy that might satisfy of Tourism Product?? Intangibility Intangibility It's impossible for customers to sample services--to taste, feel ,see, hear or smell them--before they buy.?? Inseperability Inseperability Some services must be created and dispensed of Tourism Product?? Variability Variability It's impossible for a service industry, or even an individual seller of services, to standardise output--each unit of service is somewhat different from the other units.?? Perishability and fluctuating demand Perishability and fluctuating demand Services are highly perishable, and they cannot be stored. The market for services fluctuates considerably by season, by day of the week and by hour of the day. Tourism Product Life CycleLife of ProductIntroductionGrowthMaturityDecline销售Profit0LossDollars1、立刻放弃连变动成本都无法补偿的产品2、对疲软产品进行处理3、对于滞销产品,分析其滞销原因,使其销售量回升销售量急剧下降,利润迅速减少衰退期1、寻求消费者新的旅游需求,增