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1、Tourism Marketing,Lesson 14,Contents,Marketing,1,Market,2,Market Segmentation,3,Market Targeting and Positioning,4,Contents,Product Strategy,5,Marketing Mix,6,Marketing Strategies,7,Marketing Tactics,8,THE END,1.Marketing,Conception of marketing. It includes all of the various actions of the organiz
2、ation that are aimed at providing customers with superior value.,Conception,Marketing, in economics, is that part of the process of production and exchange that is concerned with the flow of goods and services from producer to consumer. 4 Ps,4 Ps,McCarthy divided marketing into four general sets of
3、activities(4 Ps), and it has become so universally recognized. Product Pricing Promotion Place,Product,The Product management aspect of marketing deals with the specifications of the actual good or service, and how it relates to the end-users needs and wants.,Pricing,This refers to the process of se
4、tting a price for a product, including discounts.,Promotion,This includes advertising, sales promotion, publicity, and personal selling, and refers to the various methods of promoting the product, brand, or company.,Place,Place or distribution refers to how the product gets to the customer; for exam
5、ple, point of sale placement or retailing.,2. Market,Meanings of market. For a market to exist there must be people with particular needs and wants and one or more products that can satisfy these needs.,Meanings of market,The world of commercial activity where goods and services are bought and sold.
6、 The securities markets in the aggregate. The customers for a particular product or service. A marketplace where groceries are sold.,Meanings of market,In general, a market is a mechanism which allows people to trade, normally governed by the theory of supply and demand.,3. Market Segmentation,Conce
7、ption of market segmentation. Each segment contains buyers with similar needs and wants. The similarities of buyers needs within a segment enable better targeting of the marketing program.,Conception,Market segmentation is the process of grouping a market into smaller subgroups. The variables used f
8、or segmentation include: Geographic Variables, Demographic Variables, Psychographic Variables and Behavioral Variables,Geographic Variables,region of the world or country country size climate,Demographic Variables,age gender sexual orientation family size family life cycle income,occupation educatio
9、n socioeconomic status religion nationality/race,Psychographic Variables,personality life-style values attitudes,Behavioral Variables,benefit sought product usage rate brand loyalty product end use readiness-to-buy stage decision making unit,4. Market Targeting and Positioning,Market targeting and p
10、ositioning strategies for new and existing products guide the choice of strategies for the marketing mix components.,Targeting,A target market is the market segment which a particular product is marketed to. There are three steps to targeting: market segmentation target choice product positioning,Po
11、sitioning,It is the technique by which marketers try to create an image or identity for a product, brand, or organization. There are three types of positioning concepts. functional positions symbolic positions experiential positions,Functional positions,solve problems provide benefits to customers,S
12、ymbolic positions,self-image enhancement ego identification belongingness and social meaningfulness affective fulfillment,Experiential positions,provide sensory stimulation provide cognitive stimulation,Sensory: adj. Of or relating to the senses or sensation.,Cognitive: adj. Of, characterized by, in
13、volving, or relating to cognition.,Marketing mix,The marketing mix approach is one model of crafting and implementing marketing strategies. A marketing mix is a combining of 4Ps in a way that will meet or exceed organizational objectives.,5. Product Strategy,Information that management needs on curr
14、ent and anticipated performance to guide the product strategy decisions. Content of product strategy.,Information,Consumer evaluation of the companys products, particularly their strengths and weaknesses vis-vis competition. Objective information on actual and anticipated product performance on rele
15、vant criteria such as sales, profits, and market share.,Content,Developing plans for new products Managing programs for successful products. Deciding what to do about problem products.,6. Marketing Mix,Each component of marketing mix should coordinate to influence buyers. Essential components of the
16、 product attraction. It is helpful to assess these product elements,Essential components,Quality of the advertising material and promotional literature. Effectiveness of signage that guides first-time visitors to a site or building. First impression of a site and its perceived interest to prospective visitors,Essential components,Physical appearance and motivating appeal of the entrance to an attraction. Handling of visitors at the entrance or in a receptio
