Marketing-Mix市场营销策略组合-4P.ppt

Marketing Mix Product: Learning Outcomes Tourism Product Characteristics of Tourism Product Characteristics of Tourism Product Tourism Product Life Cycle 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 How to Conduct Packaging ? Contents Division Target Markets Division Main Points in Packaging Brand Branding Project Develop the product mix of your business in both breadth and depth. Please focus on packaging and programming. Find out what stage of lifecycle your product is at. (Remember, PLC refers to the category, not your specific version or brand.) Pricing: Learning Outcomes Pricing Pricing Pricing Pricing Pricing Methods: Pricing Methods Pricing Methods Pricing Methods Discounts Allowances Place--Learning Outcomes PLACE Intermediary Intermediary Intermediary Intermediary PLACE Types of Distribution Channel 1. Derect Distribution 直接销售渠道，即零层次渠道，指旅行社销售给旅游者，没有任何中间环节的介入。最简单、最短的销售渠道。 Types of Distribution Channel 2. Indirect Distribution 间接销售渠道，指旅行社产品到达旅游者之前介入了旅游中间商。 Types of Distribution Channel length of the distribution channel Types of Distribution Channel breadth of the distribution channel Dual Distribution Channels Distribution Strategies Distribution Strategies Distribution Strategies Infuencing Factors Project PROMOTION PROMOTION PROMOTION 1. Advertising. 1. Advertising. 2. Personal Selling. 3. Sales Promotion. 3. Sales Promotion 4. Merchandising 5. Public Relations Publicity 5. Public Relations Publicity Factors to be considered Project PROJECT Pricing goals Is your main aim to make high profit, to increase sales to gain a high market share, or to fit into an existing market and avoid rocking the boat? 2. Setting the base price Set an initial base price using the three methods--cost, demand, competition. 3. Discounts and allowances List any price reductions you will make for large quantities, fast payment or promotions. After this session, you sho