3 Product What do you sell? Products have a physical and service component developed based on specific market needs.
4 ProductSuppliers of transportation (airlines, railways, buses) must decide what routes to serve and what level of service to offer.Suppliers of accommodations (hotels, motels, resorts) must decide where to locate their property and what amenities to provide.
5 Price How much do you charge for your product? Many factors influence price such as:LocationTime of yearQuality of service
6 PriceCompanies charging below“market” price base its pricing on “no-frills” service.Companies charging above“market”price emphasize premium service.
7 Place Where are you going to sell your product? Place is also called the channel of distribution.Most important channel of distribution today is the internet.
8 Place Channels of distribution: Car rental firms use direct distributionCruise lines distribute through travel agencies
9 Promotion How will you advertise your product? Tourism makes use of two important methods of promotion:InternetPackaging
10 Promotion Promotion is typically sub-divided into Mass Selling Advertising - which you pay forPublicity - which is freeSales Promotionstuff you do in the store to get the customer to try the productcontests, coupons, free samplesPersonal Sellingdirect contact person2person with a potential customersometimes for large industrial sales sometimes for high quality consumer products, like selling a car
11 Promotion Used to: Major advertising media: Attract attention Create interest in the productMajor advertising media:ElectronicPrint (newspapers, magazines)Broadcast (tv, radio)Direct mail (brochures, letters)Out-of-home (billboards, transit signs)
13 Other Ps in Tourism Marketing PackagingPartnershipsPersonnelPositioningProgramming
14 PackagingProducts and services from one or more suppliers can be combined and offered to customers at a single price.Trip to London may include ground transportation, theatre tickets, hotel accommodations all at one price.
15 PartnershipsTwo or more companies or individuals may work together to satisfy tourist needs.Airlines and hotel companies grant air miles and discounted rates to frequent flyers
16 PersonnelTrained, experienced, and skilled people with a positive attitude toward customers and business are needed to guarantee that the products and services being marketed meet consumers’ needs.
17 Positioning Differences between a business and competition. Comparision of your business to the business next door, or competition in another city.
18 Programming Special events and activities planned Example: Delta Hotel’s milk and cookies for kids