Marketing Mix市场营销策略组合,4P课件
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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：
精
9
Packaging & Programming
• Packaging
The combination of related and complementary travel and hospitality services into a single-price offering.
services--to taste, feel ,see, hear or smell them--before they buy.
• Inseperability Some services must be created and
dispensed simutaneously.
精
5
Characteristics of Tourism Product
Develop And Manage Marketing Strategies
MARKETING MIX
Delivered By: Amy Li
精
1
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。
精
2
Product: Learning Outcomes
After this session, you should be able to: 1.Explain the meaning of "product"; 2.Describe the Product Lifecycle; 3.Explain tLeabharlann Baidue characteristics of services.
1、寻求消费者新的旅游需求，增设尽可能多 的服务项目 2、寻找新的市场机会 3、对原有产品进行重组
衰退期
销售量急剧下降，利润迅速减少
精
1、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
8
How to develop new 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
精
10
How to Conduct Packaging ?
There are many types of package service in travel and hospitality industry, and they can be divided according to :
• content of the package service • target market • time, period or season • destinations and way of traveling
the week and by hour of the day.
精
6
Tourism Product Life Cycle
Introduction Growth Maturity Decline
销售
Dollars
Profit
0 Loss
Life of Product
精
7
旅游产品生命周期各阶段的营销策略
• Programming The development of special activities,
events, or programs to increase customer spending or give added appeal to a package or other hospitality or travel service.
---- Kotler
A product is the set of tangible and intangible attributes that might satisfy wants.
精
4
Characteristics of Tourism Product
• Intangibility It's impossible for customers to sample
精
3
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.
生命周 期阶段
产品营销特点
营销策略
消费者对产品缺乏了解；产品
投入期 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
产品日趋成熟，且基本上被市 成长期 场所接受；生产成本和销售费
用下降，利润增加
产品广为消费者接受；需求量 趋于饱和，销售增长趋缓 成熟期
1、根据产品反馈信息，进一步完善和改进产 品 2、加强产品促销
精
9
Packaging & Programming
• Packaging
The combination of related and complementary travel and hospitality services into a single-price offering.
services--to taste, feel ,see, hear or smell them--before they buy.
• Inseperability Some services must be created and
dispensed simutaneously.
精
5
Characteristics of Tourism Product
Develop And Manage Marketing Strategies
MARKETING MIX
Delivered By: Amy Li
精
1
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。
精
2
Product: Learning Outcomes
After this session, you should be able to: 1.Explain the meaning of "product"; 2.Describe the Product Lifecycle; 3.Explain tLeabharlann Baidue characteristics of services.
1、寻求消费者新的旅游需求，增设尽可能多 的服务项目 2、寻找新的市场机会 3、对原有产品进行重组
衰退期
销售量急剧下降，利润迅速减少
精
1、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
8
How to develop new 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
精
10
How to Conduct Packaging ?
There are many types of package service in travel and hospitality industry, and they can be divided according to :
• content of the package service • target market • time, period or season • destinations and way of traveling
the week and by hour of the day.
精
6
Tourism Product Life Cycle
Introduction Growth Maturity Decline
销售
Dollars
Profit
0 Loss
Life of Product
精
7
旅游产品生命周期各阶段的营销策略
• Programming The development of special activities,
events, or programs to increase customer spending or give added appeal to a package or other hospitality or travel service.
---- Kotler
A product is the set of tangible and intangible attributes that might satisfy wants.
精
4
Characteristics of Tourism Product
• Intangibility It's impossible for customers to sample
精
3
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.
生命周 期阶段
产品营销特点
营销策略
消费者对产品缺乏了解；产品
投入期 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
产品日趋成熟，且基本上被市 成长期 场所接受；生产成本和销售费
用下降，利润增加
产品广为消费者接受；需求量 趋于饱和，销售增长趋缓 成熟期
1、根据产品反馈信息，进一步完善和改进产 品 2、加强产品促销