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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