CHAPTER III. MARKETING STRATEGY

Marketing mix refers to “the set of controllable tactical marketing tools that consist of product-service mix, price, place-distribution mix, and promotion that the organization (the park) blends to produce the response it wants in the target market”. 

Once a target market (or markets) is identified, your products and services should be tailored to the needs of the market(s) as a way to achieve your objectives. 

An effective marketing program combines all of the marketing mix elements into a coordinated program that is eventually designed to achieve your marketing objectives.  

The integration of different marketing mix elements is important because each element of the mix has some impact on the other three.  Different divisions may be responsible for different elements of the marketing mix. 

Thus, it is essential that you have effectively coordinated communications among the different divisions to ensure everyone shares the same marketing mission and objectives. 

The product in a park setting includes all programs, activities, interpretation, and services.  These components are designed to generate recreational experiences.  These recreational experiences are the products that you should consider in developing the marketing plan for your park. 

Given that such recreational experiences are produced via various recreational activities, you should classify what your park can offer to the visitors in terms of the activities (or services).  You can position your park to chosen target markets by first identifying activities that appeal to them.  

Please list the activities offered in your park (refer back to the situation analysis), and also identify which market segment each activity tends to serve.

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