旅游产品的分销培训教材.pptxVIP

Unit 9 Marketing of Tourism Products 旅游产品的分销 Learning objects: 学习目标Learning objects: 学习目标Learning objects: 学习目标1. Definition of marketingMarketing involves interrelationship the interaction and among consumers and products of goods and services, through which ideas, products, services and values are created and exchanged for the mutual benefit of both groups.2. Services marketingThe key marketing characteristics that distinguish services from goods are:Intangibility: The actual tourism service cannot be seen, touched or tried prior to its purchase and consumption Inseparability: Production and consumption of tourist services both occur at the same time and are thus inseparableVariability: Service encounters, even if they involve a similar kind of experience, are highly variable due to the differences and rapid changes in mood, expectation and other human element factors that affect the participantsPerishability: Because production and consumption are simultaneous, services cannot be produced and stored in advance for future consumption; empty aircraft seats, for example, are a permanent loss that cannot be recouped3. Marketing mix (6P) The critical components that determine the demand for a business or destination product: 6P model: a product-focused marketing mix model that incorporates place, product, people, price, packaging and promotionPlaceProductPeoplePromotion6PPricePackagingPlace Place is important because tourists must travel to the destination in order to consume the tourist product-hence, production and consumption occur not only at the same time, but also in the same place.Product The product component encompasses the range of available goods and services, their quality and warranty, and after-sales service.People service personnel the tourists themselves local residentsPrice profit-oriented pricing sales-oriented pricing competition-oriented pricing cost-oriented pricingPackaging Packaging refers to the deliberate grouping together of two or more el