MarketingMix市场营销策略组合,4P

DevelopAndManageMarketingStrategiesMARKETINGMIXDeliveredBy:AmyLiMarketingMixAcombinationofproduct,pricingstructure,distributionsystem,andpromotionalactivitieswhichconstitutethecoreofanorganization'smarketingsystem.----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:LearningOutcomesAfterthissession,youshouldbeableto:1.Explainthemeaningofproduct;2.DescribetheProductLifecycle;3.Explainthecharacteristicsofservices.TourismProductProductisanythingthatcanbeofferedtoamarketforattention,acquisition,useorconsumptionthatmightsatisfyawantorneed.Itincludesphysicalobjects,services,persons,places,organizationsandideas.----KotlerAproductisthesetoftangibleandintangibleattributesthatmightsatisfywants.CharacteristicsofTourismProduct•IntangibilityIt'simpossibleforcustomerstosampleservices--totaste,feel,see,hearorsmellthem--beforetheybuy.•InseperabilitySomeservicesmustbecreatedanddispensedsimutaneously.CharacteristicsofTourismProduct•VariabilityIt'simpossibleforaserviceindustry,orevenanindividualsellerofservices,tostandardiseoutput--eachunitofserviceissomewhatdifferentfromtheotherunits.•PerishabilityandfluctuatingdemandServicesarehighlyperishable,andtheycannotbestored.Themarketforservicesfluctuatesconsiderablybyseason,bydayoftheweekandbyhouroftheday.TourismProductLifeCycleLifeofProductIntroductionGrowthMaturityDecline销售Profit0LossDollars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，且基本上被市场所接受；生产成本和销售费用下降，利润增加1、根据产品反馈信息，进一步完善和改进产品2、加强产品促销成熟期产品广为消费者接受；需求量趋于饱和，销售增长趋缓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旅游产品生命周期各阶段的营销策略Howtodevelopnewproduct?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•PackagingThecombinationofrelatedandcomplementarytravelandhospitalityservicesintoasingle-priceoffering.•ProgrammingThedevelopmentofspecialactivities,events,orprogramstoincreasecustomerspendingorgiveaddedappealtoapackageorotherhospitalityortravelservice.HowtoConductPackaging?Therearemanytypesofpackageserviceintravelandhospitalityindustry,andtheycanbedividedaccordingto:•contentofthepackageservice•targetmarket•time,periodorseason•destinationsandwayoftravelingContentsDivision1.All-inclusivepackage全包价产品2.EscortedTours陪同式团体旅游包价产品3.Fly-drive/cruise/railPackages航空-自驾/海上/铁路游报价产品4.AccommodationandCateringPackages住宿加餐食的报价产品5.EventPackages盛事活动游包价产品6.Special-interestTravelPackages有特殊兴趣活动安排的包价产品TargetMarketsDivision1.IncentivePackages奖励旅游包价产品2.Convention/meetingPackages会议服务包价产品3.FamilyVocationPackages家庭度假包价产品4.othersMainPointsinPackagingAsuccessfulpackageshould1.Providedemandgeneratorsorappeals;2.Providevalueforcustomers;3.Provideconsistentserviceineverycomponentofthepackage.“一个名字、名词、符号或设计，或是上述的总和，其目的是使自己的产品或服务有别于其他竞争者。”——菲利普.科特勒“品牌就是一种类似成见的偏见，成功的品牌是长期、持续地建立产品定位及个性的成果，消费者对它有较高的认同。一旦成为成功的品牌，市场领导地位即高利润自然会随之而来。”——大卫.阿诺BrandBrandawarenessreferstocustomers'abilitytorecallandrecognizethebrandunderdifferentconditionsandlinktothebrandname,logo,jinglesandsoontocertainassociationsinmemory.品牌知名度是指潜在购买者认识到或记起某一品牌是某类产品的能力。它涉及产品类别与品牌的联系。BrandingProjectDeveloptheproductmixofyourbusinessinbothbreadthanddepth.Pleasefocusonpackagingandprogramming.Findoutwhatstageoflifecycleyourproductisat.(Remember,PLCreferstothecategory,notyourspecificversionorbrand.)Pricing:LearningOutcomesAfterthissession,youshouldbeableto:1.Explainthemeaningofprice;2.Listthethreemaingoalsinpricing;3.Distinguishbetweencost-based,demand-basedandcompetitor-basedpricingapproaches;4.Explaintwomarket-entrypricingstrategies;5.Listandexplainseveralcommonlyusedtypesofdiscountsandallowances.PricingPriceisthemoneyvalueofanitem--it'swhatyoupayforwhatyouget.Factorsthatwillaffectpricingincludemanufacturingcost,marketplace,competition,marketcondition,andqualityofproduct.影响旅游产品定价的因素包括：旅游产品的成本、旅游企业营销目标、市场供求状况、旅游产品特点、竞争因素等等。PricingStepstoFollow:1.DeterminePricingObjectives•Profit-orientedgoalstoachieveatargetreturn,ortomaximiseprofit.•Sales-orientedgoalstoincreasesalesvolume,ortomaintain/increasemarketshare.•Status-quo-orientedgoalstostabiliseprices,ortomeetcompetition.PricingStepstoFollow:2.EstimatetheDemandCurveBecausethereisarelationshipbetweenpriceandquantitydemanded,itisimportanttounderstandtheimpactofpricingonsalesbyestimatingthedemandcurvefortheproduct.Forexistingproducts,experimentscanbeperformedatpricesaboveandbelowthecurrentpriceinordertodeterminethepriceelasticityofdemand.Inelasticdemandindicatesthatpriceincreasesmightbefeasible.PricingStepstoFollow:3.CalculateCostsIfthefirmhasdecidedtolaunchtheproduct,thereisatleastabasicunderstandingofthecostsinvolved,otherwise,theremightbenoprofittobemade.Theunitcostoftheproductsetsthelowerlimitofwhatthefirmmightcharge,anddeterminestheprofitmarginathigherprices.Remembertoconsiderbothfixedcostsandvariablecosts.PricingStepstoFollow:4.AnalyzeEnvironmentalFactorsPricingmusttakeintoaccountthecompetitiveandlegalenvironmentinwhichthecompanyoperates.Fromacompetitivestan