Marketing Mix 4 Ps Product Price Place Time

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

Marketing Mix (4 P’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

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 Self Actualization Esteem needs Belongingness needs Safety needs Physiological needs

Maslow’s Hierarchy of Needs Self Actualization Esteem needs Belongingness needs Safety needs Physiological needs

Maslow’s Hierarchy of Needs Educational tours Learning the culture before traveling to a country

Maslow’s Hierarchy of Needs Educational tours Learning the culture before traveling to a country Elite status in frequent-user programs such as gold membership Flowers provided to guests for special occasion (1 st class) Group tours with people having similar interest Trips made to explore one’s ancestral roots Reservation service provided Hotels or Cruise-ship lines providing medical facilities Tour packages that offer frequent rest stops Easily accessible food outlets in theme parks

Psychocentric-Allocentric Personality Characteristics Psychocentrics (Dependable) Allocentrics (Venturers) Relaxing, sun and fun Familiar destinations Low

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 Push (Desire for Travel) Pull (Destination Choice) Desire for escape

Push and Pull Motivations Push (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

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

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

Specialized Tourist Segments § Business & Professional Travelers § Incentive Travelers § Mature Traveler

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