Marketing Mix (4P

1
Marketing Mix (4Ps)

• Product
• Price
• Place Time
• Promotion
• Politics (Cem Boyner)
• ? Marketing Mix is a STRATEGY to be applied to
  different CUSTOMER TARGETS

2
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.

3
Maslows Hierarchy of Needs
4
Maslows Hierarchy of Needs
5
Psychocentric-Allocentric Personality
Characteristics
Psychocentrics (Dependable)
Allocentrics (Venturers)
Unusual destinations Non touristy
destinations High activity levels Tour with
flexibility Few developped tourism Flying
destinations
Relaxing, sun and fun Familiar destinations Low
activity level Tour packages Tourist
accommodations Driving to destinations
6
Push and Pull Motivations
Push (Desire for Travel)
Pull (Destination Choice)
Beaches Recreation facilities Historic
sites Budget Ease of access Cosmopolitan
environment Undisturbed nature Increase knowledge
Desire for escape Rest relaxation Health
fitness Adventure Prestige Learning new
things Desire for comfort Being
entertained Hobbies
7
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.

8
Segmentations

• Geographic (p 50)
• Demographic (p 51)
• Psychographic or Life Style (p 53)
• Product-Related

9
Specialized Tourist Segments

• Business Professional Travelers
• Incentive Travelers
• Mature Traveler