MarketingMix市场营销策略组合,P.ppt

Discounts Allowances Quantity discounts Cumulative quantity discount Seasonal discount Cash discount Promotional discount 第三十页，共六十六页。 PROJECT Pricing goals Is your main aim to make high profit, to increase sales to gain a high market share, or to fit into an existing market and avoid rocking the boat? 2. Setting the base price Set an initial base price using the three methods--cost, demand, competition. 3. Discounts and allowances List any price reductions you will make for large quantities, fast payment or promotions. 第三十一页，共六十六页。 Place--Learning Outcomes After this session, you should be able to: Explain the concepts of intermediaries and distribution channel; Explain two types of distribution channel; Analyse the factors that should be considered when choosing a distribution channel; List the main distribution strategies. 第三十二页，共六十六页。 PLACE Place, also referred to as distribution channel, is the route taken by a product as it moves from producer to end user. 所谓旅游产品销售渠道是指旅游产品从生产者转移到购买者手中所经历的途径或通道，包括直接和间接两种形式。 There are many different companies and organisations in tourism industry. How can we sort them into groups? 第三十三页，共六十六页。 Groups Departments in Tourism Industry 旅游供应商群组 交通承运商群组 旅游中间商群组 旅游目的地营销组织群组 Destination Marketing Organisation 第三十四页，共六十六页。 Suppliers Accommodation Catering Cruising Car Rental Scenic SpotsEvents Gaming 第三十五页，共六十六页。 Carriers Flight Companies Railway Department Ferry Service Public Service Vehicle Tourist Bus Service Canal Department 第三十六页，共六十六页。 Intermediary Intermediaries (middlemen) are independent business concerns that operate as links between producers and ultimate consumers. 旅游中间商，是指介于旅游产品生产者和消费者之间的、从事旅游产品流通的、独立的机构和个人。 第三十七页，共六十六页。 Intermediary Tour wholesalers are business organizations that combine transportation, accommodation and other service suppliers into package tours tha