Marketing Mix A combination of product, pricing structure, distribution system, and promotional activities which constitute the core of an organization'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。 MarketingMix市场营销策略组合4P 2021/1/25 1 Product: Learning Outcomes After this session, you should be able to: Explain the meaning of "product"; Describe the Product Lifecycle; Explain the characteristics of services. MarketingMix市场营销策略组合4P 2021/1/25 2 Tourism Product Product 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 attributes that might satisfy wants. MarketingMix市场营销策略组合4P 2021/1/25 3 Characteristics of Tourism Product Intangibility It's impossible for customers to sample services--to taste, feel ,see, hear or smell them--before they buy. Inseperability Some services must be created and dispensed simutaneously. MarketingMix市场营销策略组合4P 2021/1/25 4 Characteristics of Tourism Product 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 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. MarketingMix市场营销策略组合4P 2021/1/25 5 Tourism Product Life Cycle Life of Product Introduction Growth Maturity Decline 销售 Profit 0 Loss Dollars MarketingMix市场营销策略组合4P 2021/1/25 6 生命周 期阶段 产品营销特点 营销策略 投入期 消费者对产品缺乏了解；产品 的投资额大，销售额低，利润 小；市场竞争者少 1、进行产品的宣传 2、制定一个合理的价格 成长期 产品日趋成熟，且基本上被市 场
