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The Marketing Mix презентация
Содержание
- 1. The Marketing Mix
- 2. The Marketing Mix
- 3. The Marketing Mix The tools available to
- 4. Price
- 5. Price Pricing Strategy Importance of: knowing the
- 6. Product
- 7. Product Methods used to improve/differentiate the product
- 8. Promotion
- 9. Promotion Strategies to make the consumer aware
- 10. Place
- 11. Place The means by which products and
- 12. People
- 13. People People represent the business The image
- 14. Process
- 15. Process How do people consume services? What
- 16. Physical Environment
- 17. Physical Environment The ambience, mood or physical
- 18. The Marketing Mix Blend of the mix
- 19. The Marketing Mix
- 20. The Marketing Mix
- 21. Product
- 22. Promotion
- 23. Place
- 24. People
- 25. Process
- 26. Physical Environment
- 27. Price
- 28. The Marketing Mix in Travel and Tourism 1 BTEC Travel and Tourism
- 29. What is the Marketing Mix? Marketing Mix
- 30. Elements of the Marketing Mix Planning Product Price Promotion Place
- 31. Planning Using Mission Statements to set objectives
- 32. Product the product or service offered to
- 33. Price how price is used to meet
- 34. What Now? Go to the Activity that
- 35. The Marketing Mix in Travel and Tourism 2 BTEC Travel and Tourism
- 36. The Remaining Parts of the Marketing Mix
- 37. Elements of the Marketing Mix Place
- 38. Elements of the Marketing Mix Promotion
- 39. Place This is likely to involve: Channels
- 40. Promotion The purpose of promoting the facility
- 41. What Now? Go to the Activity that
The Marketing Mix
Слайд 3The Marketing Mix
The tools available to a business to gain the
reaction it is seeking from its target market in relation to its marketing objectives
7Ps – Price, Product, Promotion, Place, People, Process, Physical Environment
Traditional 4Ps extended to encompass growth of service industry
7Ps – Price, Product, Promotion, Place, People, Process, Physical Environment
Traditional 4Ps extended to encompass growth of service industry
Слайд 5Price
Pricing Strategy
Importance of:
knowing the market
elasticity
keeping an eye on rivals
Image copyright: www.freeimages.co.uk
Слайд 7Product
Methods used to improve/differentiate the product and increase sales or target
sales more effectively to gain a competitive advantage e.g.
Extension strategies
Specialised versions
New editions
Improvements – real or otherwise!
Changed packaging
Technology, etc.
Extension strategies
Specialised versions
New editions
Improvements – real or otherwise!
Changed packaging
Technology, etc.
Image copyright: www.freeimages.co.uk
Слайд 9Promotion
Strategies to make the consumer aware of the existence of a
product or service
NOT just advertising
NOT just advertising
Слайд 11Place
The means by which products and services get from producer to
consumer and where they can be accessed by the consumer
The more places to buy the product and the easier it is made to buy it, the better for the business (and the consumer?)
The more places to buy the product and the easier it is made to buy it, the better for the business (and the consumer?)
Слайд 13People
People represent the business
The image they present can be important
First contact
often human – what is the lasting image they provide to the customer?
Extent of training and knowledge of the product/service concerned
Mission statement – how relevant?
Do staff represent the desired culture of the business?
Extent of training and knowledge of the product/service concerned
Mission statement – how relevant?
Do staff represent the desired culture of the business?
Слайд 15Process
How do people consume services?
What processes do they have to go
through to acquire the services?
Where do they find the availability of the service?
Contact
Reminders
Registration
Subscription
Form filling
Degree of technology
Where do they find the availability of the service?
Contact
Reminders
Registration
Subscription
Form filling
Degree of technology
Слайд 17Physical Environment
The ambience, mood or physical presentation of the environment
Smart/shabby?
Trendy/retro/modern/old fashioned?
Light/dark/bright/subdued?
Romantic/chic/loud?
Clean/dirty/unkempt/neat?
Music?
Smell?
Слайд 18The Marketing Mix
Blend of the mix depends upon:
Marketing objectives
Type of product
Target
market
Market structure
Rivals’ behaviour
Global issues – culture/religion, etc.
Marketing position
Product portfolio
Product lifecycle
Boston Matrix
Market structure
Rivals’ behaviour
Global issues – culture/religion, etc.
Marketing position
Product portfolio
Product lifecycle
Boston Matrix
Слайд 29What is the Marketing Mix?
Marketing Mix is a term describing the
key elements used by an organisation to help it meet its marketing objectives
In travel and tourism we think of the mix as comprising the following:
In travel and tourism we think of the mix as comprising the following:
Слайд 31Planning
Using Mission Statements to set objectives such as:
profit targets
competing
with other facilities
increasing market share
entering new markets
increasing market share
entering new markets
Слайд 32Product
the product or service offered to customers
its characteristics
the niche(s) occupied by
the product or service
how the product is branded
its USPs (Unique Selling Points)
how the product is branded
its USPs (Unique Selling Points)
Слайд 33Price
how price is used to meet the facility’s overall objectives
the ability
of the facility to change prices to reflect market changes
the impact of competitors on the price of the service
the impact of competitors on the price of the service
Слайд 34What Now?
Go to the Activity that accompanies this Presentation to find
out more about how the marketing mix is used in a facility involved in special interest tourism
Слайд 36The Remaining Parts of the Marketing Mix
Last lesson focused on the
first three elements of the Marketing Mix
This session looks into the remaining two parts:
Place
Promotion
This session looks into the remaining two parts:
Place
Promotion
Слайд 37Elements of the Marketing Mix
Place
How a travel and tourism organisation
gets its services/products to its customers
Where the customer goes to access the product/ service
Where the customer goes to access the product/ service
Слайд 38Elements of the Marketing Mix
Promotion
Communicating the offer of a travel
and tourism product/service to customers and the methods used
Слайд 39Place
This is likely to involve:
Channels of distribution
Use of technology to reach
customers
Physical location of the travel/tourism facility
Degree of accessibility to/for customers
Physical location of the travel/tourism facility
Degree of accessibility to/for customers
Слайд 40Promotion
The purpose of promoting the facility
Budgeting for promotion costs
Identifying the target
audience
Methods used such as advertising, using the media, brochures/leaflets, PR, sales promotion, POS (Point of Sale) material, direct mail and telemarketing
Methods used such as advertising, using the media, brochures/leaflets, PR, sales promotion, POS (Point of Sale) material, direct mail and telemarketing
Слайд 41What Now?
Go to the Activity that accompanies this Presentation to find
out more about how Place and Promotion are vital to the Anantara Resort and Spa facility in northern Thailand
