1. Slide 18.1 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Chapter 18 Managing Mix Applications

2. Slide 18.2 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors The marketing mix Figure 18.1 The marketing mix

3. Slide 18.3 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Anatomy of the tourism product Figure 18.2 Anatomy of the tourism product

4. Slide 18.4 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Four different levels of service product 1.Core product 2.Facilitating, supporting and augmented product 3.Service 4.Quality

5. Slide 18.5 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Table 18.1 Example of the historical changes to the product range for Thomas Cook

6. Slide 18.6 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Table 18.1 Example of the historical changes to the product range for Thomas Cook (cont’d)

7. Slide 18.7 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Differentiation and positioning in relation to added value Figure 18.3 Differentiation and positioning in relation to added value

8. Slide 18.8 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Different categories of brand: 1.Family brands 2.Individual brands 3.Own-brands

9. Slide 18.9 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Brand awareness People will often buy a familiar brand because they are comfortable with things familiar. There may be an assumption that the brand that is familiar is probably reliable, in business to stay, and of reasonable quality. A recognised brand will thus often be selected in preference to an unknown brand. The awareness factor is particularly important in contexts in which the brand must first enter the evoked set – it must be one of the brands that are evaluated. An unknown brand usually has little chance. (Aaker, 1991:19)

10. Slide 18.10 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors The awareness pyramid Figure 18.4 The awareness pyramid Source: Aaker, 1991, p. 62. (Reprinted with the permission of the Free Press, a Division of Simon & Schuster Adult Publishing Group, from Managing Brand Equity: Capitalizing on the Value of a Brand Name by David A. Aaker. Copyright © 1991 by David A. Aaker. All rights reserved.)

11. Slide 18.11 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Price elasticity of demand Figure 18.5 Price elasticity of demand

12. Slide 18.12 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Income elasticity for different tourism segments by income Figure 18.6 Income elasticity for different tourism segments by income

13. Slide 18.13 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Main factors affecting price sensitivity: 1.Perceived substitutes effect 2.Unique value effect 3.Importance of purchase effect 4.Difficult comparison effect 5.Price quality effect 6.Expenditure effect 7.Fairness effect

14. Slide 18.14 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Price cutting Figure 18.7 Price cutting

15. Slide 18.15 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Figure 18.8 Pricing policy considerations

16. Slide 18.16 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Development of promotional objectives Figure 18.9 Development of promotional objectives

17. Slide 18.17 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Promotional effect on demand Figure 18.10 Promotional effect on demand

18. Slide 18.18 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors An approach to selling tourism products in a travel agents Table 18.2 An approach to selling tourism products in a travel agents

19. Slide 18.19 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors An approach to selling tourism products in a travel agents Table 18.2 An approach to selling tourism products in a travel agents (cont’d)

20. Slide 18.20 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Activities of public relations Table 18.3 Activities of public relations

21. Slide 18.21 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Effectiveness of different promotion methods Figure 18.11 Effectiveness of different promotion methods

22. Slide 18.22 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Figure 18.12 Application of Porter’s five forces model to new distribution pressures for travel agents Source: Adapted with the permission of The Free Press, a division of Simon & Schuster Adult Publishing Group, from Competitive Strategy: Techniques for Analyzing Industries and Competitors by Michael E. Porter. Copyright © 1980, 1998 by The Free Press. All rights reserved.

23. Slide 18.23 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors The complexity of IT and tourism product distribution Figure 18.13 The complexity of IT and tourism product distribution

24. Slide 18.24 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors The marketing mix for services Figure 18.14 The marketing mix for services Source: Reprinted by permission of the American Marketing Association from Booms and Bikner, 1981

25. Slide 18.25 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Definition of success brand A successful brand is an identifiable product, service, person or place augmented in such a way that the buyer, or user, perceives relevant, unique added values which match their needs most closely. Its success results from being able to sustain these added values against competitors (De Chernatony and McDonald, 1992).