Marketing Mix (4P’s) Product Price Place & Time Promotion

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Presentation transcript:

Marketing Mix (4P’s) Product Price Place & Time Promotion Politics (Cem Boyner) → Marketing Mix is a STRATEGY to be applied to different CUSTOMER TARGETS

Marketing to the Traveling Public To define our customer target: Define who is our customer, what do they like, what do they need? Divide potential customer into groups (page 51, 52, 53) If the segments are reachable, long term, interesting and profitable, target them.

Maslow’s Hierarchy of Needs

Maslow’s Hierarchy of Needs

Psychocentric-Allocentric Personality Characteristics Psychocentrics (Dependable) Allocentrics (Venturers) Relaxing, sun and fun Familiar destinations Low activity level Tour packages Tourist accommodations Driving to destinations Unusual destinations Non “touristy” destinations High activity levels Tour with flexibility Few developped tourism Flying destinations

Push and Pull Motivations (Desire for Travel) Pull (Destination Choice) Desire for escape Rest & relaxation Health & fitness Adventure Prestige Learning new things Desire for comfort Being entertained Hobbies Beaches Recreation facilities Historic sites Budget Ease of access Cosmopolitan environment Undisturbed nature Increase knowledge

Marketing to the Traveling Public To define our customer target: Define who is our customer, what do they like, what do they need? Divide potential customer into groups If the segments are reachable, long term, interesting and profitable, target them.

Segmentations Geographic (p 50) Demographic (p 51) Psychographic or Life Style (p 53) Product-Related

Specialized Tourist Segments Business & Professional Travelers Incentive Travelers Mature Traveler