1. Module 08 Managing Product

2. Elements of The Marketing Mix

3. Product or Service Methods used to improve/differentiate the product and increase sales or target sales more effectively to gain a competitive advantage e.g. Extension strategies Specialised versions New editions Improvements – real or otherwise! Changed packaging Technology, etc.

4. Product or Service Cont. Core Product Facilitating Product Supporting Product Augmented Product Product Life-Cycle Image copyright: www.freeimages.co.uk

5. PLACE How a travel and tourism organisation gets its services/products to its customers Where the customer goes to access the product/ service

6. The means by which products and services get from producer to consumer and where they can be accessed by the consumer –The more places to buy the product and the easier it is made to buy it, the better for the business (and the consumer?)

7. Physical Environment The ambience, mood or physical presentation of the environment –Smart/shabby? –Trendy/retro/modern/old fashioned? –Light/dark/bright/subdued? –Romantic/chic/loud? –Clean/dirty/unkempt/neat? –Music? –Smell?

8. ACTIVITY Tasks: To what extent do you think that Anantara's Marketing Mix (product and price elements) reflects the organisation's mission statement? Outline some of the issues that you would expect to have affected Anantara's marketing efforts in the past two years. What kind of market research activities do you think Anantara would have carried out before offering the elephant camp experience? Produce a one-page leaflet promoting the services offered by the Elephant Camp.