Marketing Mix市場(chǎng)營(yíng)銷策略組合,4P課件

1、Develop And Manage Marketing StrategiesMARKETING MIX Delivered By: Amy Li Marketing Mix A combination of product, pricing structure, distribution system, and promotional activities which constitute the core of an organizations marketing system. -the 4Ps 市場(chǎng)營(yíng)銷組合是指企業(yè)的綜合營(yíng)銷方案，即：企業(yè)對(duì)自己可控制的各種營(yíng)銷因素（產(chǎn)品質(zhì)量、包裝、價(jià)格

2、、服務(wù)、廣告、渠道和企業(yè)形象等）的優(yōu)化組合和綜合運(yùn)用，使之協(xié)調(diào)配合，揚(yáng)長(zhǎng)避短，發(fā)揮優(yōu)勢(shì)，以便更好地實(shí)現(xiàn)營(yíng)銷目標(biāo)。Product: Learning OutcomesAfter this session, you should be able to:Explain the meaning of product;Describe the Product Lifecycle;Explain the characteristics of services.Tourism ProductProduct is anything that can be offered to a market for att

3、ention, acquisition, use or consumption that might satisfy a want or need. It includes physical objects, services, persons, places, organizations and ideas. - Kotler A product is the set of tangible and intangible attributes that might satisfy wants.Characteristics of Tourism Product Intangibility I

4、ts impossible for customers to sample services-to taste, feel ,see, hear or smell them-before they buy. Inseperability Some services must be created and dispensed simutaneously.Tourism Product Life CycleLife of ProductIntroductionGrowthMaturityDecline銷售Profit0LossDollars 旅游產(chǎn)品生命周期各階段的營(yíng)銷策略Packaging &

5、Programming Packaging The combination of related and complementary travel and hospitality services into a single-price offering. 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 servi

6、ce.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 travelingContents Division All-inclusive package 全包價(jià)產(chǎn)品 Escorted

7、 Tours 陪同式團(tuán)體旅游包價(jià)產(chǎn)品 Fly-drive/cruise/rail Packages 航空-自駕/海上/鐵路游報(bào)價(jià)產(chǎn)品 4. Accommodation and Catering Packages 住宿加餐食的報(bào)價(jià)產(chǎn)品 5. Event Packages 盛事活動(dòng)游包價(jià)產(chǎn)品6. Special-interest Travel Packages 有特殊興趣活動(dòng)安排的包價(jià)產(chǎn)品Main Points in PackagingA successful package should Provide demand generators or appeals;Provide value for

8、 customers;Provide consistent service in every component of the package.“一個(gè)名字、名詞、符號(hào)或設(shè)計(jì)，或是上述的總和，其目的是使自己的產(chǎn)品或服務(wù)有別于其他競(jìng)爭(zhēng)者?！?菲利普.科特勒“品牌就是一種類似成見的偏見，成功的品牌是長(zhǎng)期、持續(xù)地建立產(chǎn)品定位及個(gè)性的成果，消費(fèi)者對(duì)它有較高的認(rèn)同。一旦成為成功的品牌，市場(chǎng)領(lǐng)導(dǎo)地位即高利潤(rùn)自然會(huì)隨之而來?！?大衛(wèi).阿諾BrandBrand awareness refers to customers ability to recall and recognize the brand unde

9、r different conditions and link to the brand name, logo, jingles and so on to certain associations in memory. 品牌知名度是指潛在購(gòu)買者認(rèn)識(shí)到或記起某一品牌是某類產(chǎn)品的能力。它涉及產(chǎn)品類別與品牌的聯(lián)系。BrandingProjectDevelop the product mix of your business in both breadth and depth. Please focus on packaging and programming.Find out what stage

10、of lifecycle your product is at. (Remember, PLC refers to the category, not your specific version or brand.) Pricing: Learning OutcomesAfter this session, you should be able to:Explain the meaning of price;List the three main goals in pricing;Distinguish between cost-based, demand-based and competit

11、or-based pricing approaches;Explain two market-entry pricing strategies;List and explain several commonly used types of discounts and allowances.Pricing Price is the money value of an item-its what you pay for what you get. Factors that will affect pricing include manufacturing cost, market place, c

12、ompetition, market condition, and quality of product. 影響旅游產(chǎn)品定價(jià)的因素包括：旅游產(chǎn)品的成本、旅游企業(yè)營(yíng)銷目標(biāo)、市場(chǎng)供求狀況、旅游產(chǎn)品特點(diǎn)、競(jìng)爭(zhēng)因素等等。PricingSteps to Follow:1. Determine Pricing Objectives Profit-oriented goalsto achieve a target return, or to maximise profit. Sales-oriented goalsto increase sales volume, or to maintain/ incre

13、ase market share. Status-quo-oriented goalsto stabilise prices, or to meet competition.PricingSteps to Follow:2. Estimate the Demand Curve Because there is a relationship between price and quantity demanded, it is important to understand the impact of pricing on sales by estimating the demand curve

14、for the product. For existing products, experiments can be performed at prices above and below the current price in order to determine the price elasticity of demand. Inelastic demand indicates that price increases might be feasible.PricingSteps to Follow:4. Analyze Environmental Factors Pricing mus

15、t take into account the competitive and legal environment in which the company operates. From a competitive standpoint, the firm must consider the implications of its pricing on the pricing decisions of competitors. From a legal standpoint, a firm is not free to price its products at any level it ch

16、ooses.Pricing Strategies For New Product1. Skim pricing（撇脂定價(jià)策略） It attempts to skim the cream off the top of the market by setting a high price and selling to those customers who are less price sensitive. Skimming is a strategy used to pursue the objective of profit margin maximization.2. Penetratio

17、n pricing（滲透定價(jià)策略） It pursues the objective of quantity maximization by means of a low price.2需求導(dǎo)向定價(jià)法（Customer-oriented） 強(qiáng)調(diào)應(yīng)依據(jù)消費(fèi)者對(duì)產(chǎn)品價(jià)值的認(rèn)知和對(duì)產(chǎn)品的需求程度來定價(jià)。主要包括以下幾種定價(jià)方法： 理解價(jià)值定價(jià)法（Perceived-Value Pricing） 理解價(jià)值，也叫感受價(jià)值、認(rèn)知價(jià)值，是消費(fèi)者對(duì)商品的主觀價(jià)值判斷。 需求差異定價(jià)法（Demand Diversity Pricing） 企業(yè)針對(duì)不同的顧客、在不同的時(shí)間和地點(diǎn)，給產(chǎn)品制定不同的價(jià)格。 Prici

18、ng Methods3.競(jìng)爭(zhēng)導(dǎo)向定價(jià)法（Competitor-oriented Pricing） 根據(jù)市場(chǎng)的競(jìng)爭(zhēng)狀況，為了打敗競(jìng)爭(zhēng)對(duì)手，以競(jìng)爭(zhēng)對(duì)手的價(jià)格為基礎(chǔ)而進(jìn)行的定價(jià)。常采用以下兩種定價(jià)方法： 率先定價(jià)法(Leader Pricing) 指旅游企業(yè)采取率先定價(jià)的姿態(tài)，制定出符合市場(chǎng)需求的價(jià)格，并能在競(jìng)爭(zhēng)激烈的市場(chǎng)中獲得良好經(jīng)濟(jì)效益的方法。 追隨大戶式定價(jià)法（Follow-the-leader Pricing） 市場(chǎng)份額較小的企業(yè)隨時(shí)對(duì)自己的產(chǎn)品價(jià)格進(jìn)行調(diào)整，以匹敵市場(chǎng)領(lǐng)袖的產(chǎn)品價(jià)格。 Pricing Methods4.誘餌定價(jià)法（Loss-leader Pricing） 企業(yè)在短期內(nèi)以低于

19、實(shí)際成本的價(jià)格提供某產(chǎn)品或服務(wù)項(xiàng)目，以此為誘餌去吸引消費(fèi)者前來光顧，從而促進(jìn)其他盈利產(chǎn)品或服務(wù)項(xiàng)目的銷售。5.心理定價(jià)法（Psychological Pricing） 通過將價(jià)格定得略微低一點(diǎn)，給消費(fèi)者一種值得購(gòu)買的感覺。例如，避免所指定的價(jià)格為偶數(shù)和整數(shù)，而采用奇數(shù)價(jià)格。Pricing MethodsDiscounts & Allowances Quantity discounts Cumulative quantity discount Seasonal discount Cash discount Promotional discountPROJECT Pricing goalsIs y

20、our 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 priceSet an initial base price using the three methods-cost, demand, competition.3. Discounts and allowancesList any price reductions you

21、will make for large quantities, fast payment or promotions.Place-Learning OutcomesAfter this session, you should be able to:Explain the concepts of intermediaries and distribution channel;Explain two types of distribution channel;Analyse the factors that should be considered when choosing a distribu

22、tion channel;List the main distribution strategies.PLACE Place, also referred to as distribution channel, is the route taken by a product as it moves from producer to end user. 所謂旅游產(chǎn)品銷售渠道是指旅游產(chǎn)品從生產(chǎn)者轉(zhuǎn)移到購(gòu)買者手中所經(jīng)歷的途徑或通道，包括直接和間接兩種形式。 There are many different companies and organisations in tourism industry

23、. How can we sort them into groups?Groups & Departments in Tourism Industry旅游供應(yīng)商群組 交通承運(yùn)商群組旅游中間商群組 旅游目的地營(yíng)銷組織群組 Destination Marketing OrganisationSuppliers Accommodation Catering Cruising Car Rental Scenic Spots&Events GamingCarriers Flight Companies Railway Department Ferry Service Public Service Veh

24、icle Tourist Bus Service Canal DepartmentIntermediary Intermediaries (middlemen) are independent business concerns that operate as links between producers and ultimate consumers. 旅游中間商，是指介于旅游產(chǎn)品生產(chǎn)者和消費(fèi)者之間的、從事旅游產(chǎn)品流通的、獨(dú)立的機(jī)構(gòu)和個(gè)人。Intermediary Tour wholesalers are business organizations that combine transpo

25、rtation, accommodation and other service suppliers into package tours that are then sold through a distribution channel to the public. 旅游批發(fā)商是指借助某一交通工具從事組織和批發(fā)包價(jià)旅游業(yè)務(wù)的中間商。Intermediary Tour retailers are business or persons that sell tourism products or service to the consumer. 旅游零售商是旅游批發(fā)商和旅游消費(fèi)者之間的聯(lián)系紐帶，

26、是直接面向廣大公眾從事旅游零售業(yè)務(wù)的中間商。Intermediary Tour agents are intermediaries that act on behalf of the producer but do not take title to the products. 旅游代理商是指那些受旅游產(chǎn)品生產(chǎn)者或供應(yīng)者的委托，在一定區(qū)域內(nèi)代理銷售其產(chǎn)品的旅游中間商。旅游代理商的經(jīng)營(yíng)范圍一般包括：代辦預(yù)訂、代辦旅行票據(jù)證件、向旅游企業(yè)反映消費(fèi)者意見和要求。Intermediaries Retail Travel Agents Tour Wholesalers & Tour Operators

27、Corporate Travel Agency Incentive Travel Planners Convention/meeting Planners Online Travel Companies Global Distribution System ProductTourismSuppliersTourists/consumersTrvel and Hospitality Product/ServiceProduct Distribution Channel of Travel and Hospitality Product/Service PLACEIntermediariesTyp

28、es of Distribution Channel 1. Derect Distribution 直接銷售渠道，即零層次渠道，指旅行社銷售給旅游者，沒有任何中間環(huán)節(jié)的介入。最簡(jiǎn)單、最短的銷售渠道。旅游企業(yè)旅游消費(fèi)者Types of Distribution Channel 2. Indirect Distribution 間接銷售渠道，指旅行社產(chǎn)品到達(dá)旅游者之前介入了旅游中間商。旅游企業(yè)旅游消費(fèi)者旅游中間商Types of Distribution Channellength of the distribution channel旅游企業(yè)旅游消費(fèi)者旅游零售商旅游企業(yè)旅游零售商旅游批發(fā)商旅游消

29、費(fèi)者旅游企業(yè)代理商批發(fā)商零售商消費(fèi)者圖：長(zhǎng)、短旅游營(yíng)銷渠道比較Types of Distribution Channelbreadth of the distribution channel 旅游零售商旅游零售商旅游零售商 旅游企業(yè)旅游消費(fèi)者旅游企業(yè)旅游零售商旅游消費(fèi)者圖：寬、窄旅游營(yíng)銷渠道比較Dual Distribution Channels旅游企業(yè)旅游批發(fā)商旅游零售商旅游消費(fèi)者多旅游營(yíng)銷渠道示意圖 Distribution Strategies 1. Exclusive distribution means that the producer selects only very few

30、intermediaries. Exclusive distribution is often characterized by exclusive dealing where the reseller carries only that producers products to the exclusion of all others. 專營(yíng)性銷售渠道策略 是指旅行社在某一個(gè)客源市場(chǎng)只同當(dāng)?shù)匾患衣糜沃虚g商建立合作關(guān)系，雙方互為對(duì)方在當(dāng)?shù)氐莫?dú)家代理或總代理。Distribution Strategies 2. Intensive distribution means the producers

31、 products are stocked in the majority of outlets. 廣泛性（密集型）銷售渠道策略 指通過經(jīng)營(yíng)商把產(chǎn)品廣泛分派到各個(gè)零售商，以滿足旅游消費(fèi)者需求的一種渠道策略。是一種以建立廣泛而松散的銷售網(wǎng)絡(luò)為手段，擴(kuò)大產(chǎn)品銷售量的分銷渠道策略，其目的是建立一個(gè)由大量旅游中間商組成的銷售網(wǎng)絡(luò)。 Distribution Strategies 3. Selective distribution means that the producer relies on a few intermediaries to carry their product. 選擇性銷售渠道策

32、略 即在一個(gè)市場(chǎng)上從眾多的旅游中間商中，選擇少數(shù)幾家推銷能力強(qiáng)、經(jīng)營(yíng)范圍廣、信譽(yù)度高且與旅行社較對(duì)口的中間商，設(shè)法同他們建立比較穩(wěn)定的合作關(guān)系。 Infuencing Factors When selecting channels of distribution, you should consider several factors: Market considerations-the number of potential customers, the distance and geographic concentration of customers.Product considerat

33、ions-the nature, perishability, level of the product.Intermediary considerations-services provided, availibility and attitude.Company considerations-financial resources, management ability, etc.ProjectSelect your distribution channelWill you distribute to end-users directly yourself or use intermedi

34、aries?If direct, how will you do this-Internet or your own outlets ?If indirect, how many levels and what types of intermediaries will you use?PROMOTION Promotion is the marketing term used to describe all marketing communications activities. Basic objectives of promotion: 1. To present information

35、to consumers. 2. To increase demand. 3. To differentiate a product.PROMOTIONPROMOTION It includes advertising, personal selling, sales promotion, merchandising, public relations and publicity, etc. Promotional Mix (marketing communications mix)1. Advertising. Advertising is a paid for communication.

36、 It is used to develop attitudes, create awareness, and transmit information in order to gain a response from the target market. Advertising medias: - newspapers (local, national, free, trade), magazines and journals - television (local, national, satellite), cinema- outdoor advertising (posters, bu

37、s sides)- mobile, online advertising 1. Advertising.Three types of advertising objective: Informing Persuading Reminding優(yōu)點(diǎn)：傳播面廣，效率高；有利于提高知名度；形式多 樣，表現(xiàn)力強(qiáng)缺點(diǎn)：費(fèi)用高，說服力相對(duì)較弱難以獲得立即回應(yīng)2. Personal Selling.A process of helping and persuading one or more potential markets to purchase a good/service by sales persons through the use of an oral presentation.It can be a face-to-face selling or a telephone selling. 優(yōu)點(diǎn)：靈活、針對(duì)性強(qiáng)；易于培養(yǎng)長(zhǎng)期穩(wěn)定的客戶關(guān)系缺點(diǎn)：費(fèi)時(shí)多效率低；人力成本高3. Sales Promotion.Media and non-media marketing communication activities that carried out within an area durin