EN4HOSTS - The marketing mix

Introduction

The marketing mix is a foundation model for businesses. The marketing mix has been defined as the "set of marketing tools that the firm uses to pursue its marketing objectives in the target market". Thus the marketing mix refers to four broad levels of marketing decision, namely: product, price, place, and promotion. 

Task

Your task for this webquest is to find out exactly what elements are taken into account in order to develop a tourism product strategy at the company level. You and your group (five students total) will become "experts" in developing product policy at the tourism business, being able to adopt appropriate conduct on the dimensions, structure and evolution of products and services through ongoing reporting to market requirements. Finally, you will create a portfolio that includes all the documentation sheets and worksheets developed during the lesson.

Process

Activity 1

What Are the 4Ps of Marketing?

The 4Ps of marketing is a model for enhancing the components of your "marketing mix" – the way in which you take a new product or service to market. It helps you to define your marketing options in terms of price, product, promotion, and place so that your offering meets a specific customer need or demand.

In the video below we'll discover more about the marketing mix and the 4Ps, and how you can use them to develop a successful marketing strategy:

https://youtu.be/Mco8vBAwOmA

It seems simple… You just need to create a product that a particular group of people want, put it on sale some place that those same people visit regularly, and price it at a level which matches the value they feel they get out of it; and do all that at a time they want to buy. Then you've got it made!

Once you understood the concept, define your marketing mix for an accommodation unit/lodging for:

team 1: family with kids

team 2: a group of teenagers

team 3: retired people

team 4: a newlywed couple, without children

The tourism product focuses on facilities and services designed to meet the needs of the tourist.

 

Activity 2:

In groups of six, you will work together to learn about the tourism product by using the the link below and filling out the worksheet afterwards. 

 lokatourconsultant.blogspot.com/.../tourism-product-definiti...

Worksheet: https://docs.google.com/document/d/1Q_nwGTYGYcWADUaW1CrAElxgEXVebXd0-_6mPQutvhY/edit?usp=sharing

 

 

Activity 3:

Watch the video below to discover the life cycle of a tourist product/destination:

https://youtu.be/ww3GcG8UNxU

 

1. Exploration

2. Involvement

3. Development

4. Consolidation

5. Stagnation

6. Rejuvenation

6’. Decline

- tourists are explorers

 

- locals try to develop tourist facilities

 

- tourism is established as a critical economic sector

 

- difficult access

 

- the number of tourists decreases

 

- the area reinvents itself to appeal to new visitors

 

- extensive promotional efforts are made

 

- overcrowding

 

- during the peak season, tourists outnumber the population

 

- very few tourists

 

- the area loses its attractiveness

 

- few tourist facilities

 

- artificial events are created to attract tourists (sporting events, large festivals

 

- poor services

 

- there are significant improvements in travel infrastructure (like building an airport)

 

- local tourist organizations are created

 

- venues and attractions fall into disrepair

 

- a large proportion of employment is in the tourism industry

 

- rapid growth in tourism

 

 

 

1. Exploration

- very few tourists

- difficult access

- few tourist facilities

- tourists are explorers

2. Involvement

- locals try to develop tourist facilities

- local tourist organizations are created

3. Development

- rapid growth in tourism

- extensive promotional efforts are made

- there are significant improvements in travel infrastructure

- an airport might be built on the island

- during the peak season, tourists outnumber the population

- artificial events are created to attract tourists (sporting events, large festivals

4. Consolidation

- tourism is established as a critical economic sector

- a large proportion of employment is in the tourism industry

5. Stagnation

- the area loses its attractiveness

- overcrowding

- poor services

6. Rejuvenation or

- the area reinvents itself to appeal to new visitors

- a casino or amusement park might be built

6’. Decline

- the number of tourists decreases

- venues and attractions fall into disrepair

 

 

 

Activity 4:

Created by the Boston Consulting Group, the BCG matrix – also known as the Boston or growth share matrix – provides a framework for analyzing products according to growth and market share. 

Read the information provided by the link below, then fill out the worksheet:

https://www.businessnewsdaily.com/5693-bcg-matrix.html

Example: Google

  • star (youtube, android, gmail)
  • cash cow (search engine)
  • question mark (google docs, google shopping)
  • dogs (google sites, google news)

Worksheet:

https://docs.google.com/document/d/1p-pEQRwsxMwL3auDced1NJpZjZ0puzmeY-m…

Evaluation

1. Write a word to express how you felt at the beginning of the class.

2. Write a word to express how you felt at the end of the class.

3. Write down a reason why you did not like the class.

4. Write down a reason why you liked the class

5. Write some new notions that you have learned today. 

6. Ask a question that comes to your mind about the lesson or the whole hour. 

7. Give some suggestions or comments.

Conclusion

The strategic use of the tourist product is not an easy task. In order to ensure the survival or strengthening of its position on the market, the tourism company must take into account both the customers' requests, tastes and claims, and the performance of the competition.

Credits

This webquest was created by a team of teachers, within the co-funded Erasmus plus KA2  partnership “English for hospitality” (EN4HOSTS), project number: 2017-1-RO01-KA201-037159, KA2 - Cooperation for Innovation and the Exchange of Good Practices ,KA201 - Strategic Partnerships for school education

 

The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsi­ble for any use which may be made of the information contained therein.