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Transcript
http://www.bized.ac.uk
The Marketing Mix in Travel
and Tourism 1
BTEC Travel and Tourism
Copyright 2005 – Biz/ed
http://www.bized.ac.uk
What is the Marketing Mix?
• Marketing Mix is a term describing
the key elements used by an
organisation to help it meet its
marketing objectives
• In travel and tourism we think of
the mix as comprising the
following:
Copyright 2005 – Biz/ed
http://www.bized.ac.uk
Elements of the Marketing Mix
• Planning
• Product
• Price
• Promotion
• Place
Copyright 2005 – Biz/ed
http://www.bized.ac.uk
Planning
Using Mission Statements to set
objectives such as:
• profit targets
• competing with other facilities
• increasing market share
• entering new markets
Copyright 2005 – Biz/ed
http://www.bized.ac.uk
Product
• the product or service offered to
customers
• its characteristics
• the niche(s) occupied by the
product or service
• how the product is branded
• its USPs (Unique Selling Points)
Copyright 2005 – Biz/ed
http://www.bized.ac.uk
Price
• how price is used to meet the
facility’s overall objectives
• the ability of the facility to change
prices to reflect market changes
• the impact of competitors on the
price of the service
Copyright 2005 – Biz/ed
http://www.bized.ac.uk
What Now?
• Go to the Activity that
accompanies this Presentation to
find out more about how the
marketing mix is used in a facility
involved in special interest tourism
Copyright 2005 – Biz/ed