Marketing Mix市场营销策略组合,4P.ppt

Develop And Manage Marketing StrategiesMARKETING MIX Delivered By: Amy Li
Marketing Mix
bination 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 es
After this session, you should be able to:
Explain the meaning of "product";
Describe the Product Lifecycle;
Explain the characteristics of services.
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.
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.
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.
Tourism Product Life Cycle
Life of Product
Introduction
Growth
Maturity
Decline
销售
Profit
0
Loss
Dollars
旅游产品生命周期各阶段的营销策略
How to develop new product ?
假设A家具公司的生产项目是沙发,其竞争对手是B、C两个家具公司。通过市场调研和分析,得出三个公司占据的市场位置如下:
Packaging & Programming
Packaging
bination of related plementary travel and hospitality services into a single-price offering.
Programming
The development of special activities, events, or programs to increase customer spending or give added a