Product

Price

Place & Time

Promotion Politics (Cem Boyner)

→ Marketing Mix is a STRATEGY to be applied to different CUSTOMER TARGETS

Marketing Mix (4P’s)

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.

Marketing to the Traveling Public

Maslow’s Hierarchy of Needs

SelfActualization

Esteemneeds

Belongingnessneeds

Safetyneeds

Physiologicalneeds

Maslow’s Hierarchy of Needs

Educational toursLearning the culture before traveling to a country

Elite status in frequent-user programs such as gold membershipFlowers provided to guests for special occasion (1st class)

Group tours with people having similar interestTrips made to explore one’s ancestral roots

Reservation service providedHotels or Cruise-ship lines providing medical facilities

Tour packages that offer frequent rest stopsEasily accessible food outlets in theme parks

Psychocentric-Allocentric Personality Characteristics

Psychocentrics(Dependable)

Allocentrics(Venturers)

Relaxing, sun and funFamiliar destinationsLow activity levelTour packagesTourist accommodationsDriving to destinations

Unusual destinationsNon “touristy” destinationsHigh activity levelsTour with flexibilityFew developped tourismFlying destinations

Push and Pull Motivations

Push(Desire for Travel)

Pull(Destination Choice)

Desire for escapeRest & relaxationHealth & fitnessAdventurePrestigeLearning new thingsDesire for comfortBeing entertainedHobbies

BeachesRecreation facilities Historic sitesBudgetEase of accessCosmopolitan environmentUndisturbed natureIncrease knowledge

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.

Marketing to the Traveling Public

Geographic (p 50)

Demographic (p 51)

Psychographic or Life Style (p 53)

Product-Related

Segmentations

Business & Professional Travelers

Incentive Travelers

Mature Traveler

Specialized Tourist Segments