Ata FarzamniaManaging Director of:PersiaTravelMart.com &JustPersia.net

BETA VERSION

Marketing Mix’s

Marketing Mix’s in Service industry

Marketing Mix’s:Customer view

Affordability

• Providing different kind of services in the different type of trip

• Offering the online promotions (Hot deals)

• Providing online expert to offer travel advices, even without any sales

• Offering low cost services

Awareness

• Online advertising in all major search engines

• Providing destination multimedia clips• Providing the online brochures• Providing subpages for each hotel, include

descriptions, image & facilities• Providing online chat, international phone

and fax numbers

Acceptability

• Providing the secure payment• Providing online information about

destination, weather & accommodations • Providing online expert to offer travel

advices, even without any sales • Providing different kind of travel services

e.g. accommodations, transportations, tours, visa, guide &…

Availability

• Grantee some accommodation for online requests in high seasons

• E-mail request for bookings • Providing online customer services 18

hour per day• Offering all kinds of travel services in Iran

Descriptive data from respondents

Traveler Category

From PassengersActivities

Europe Asia America Oceana Africa Quantity Percent

Business 108 47 24 10 14 203 52 %Exhibition, Meeting and conference

Vacation 49 10 20 11 9 99 25 % Cultural, Natural places

Medical care 12 42 12 2 5 73 19 %Weight lost, Dental cares & Lasik surgery

Pilgrim Travelers

2 7 2 1 4 16 4 % Visiting the holy places

Total 171 106 58 23 32 390

Total (%) 44 % 27 % 15 % 6 % 8 % 100 %

Ranking of effectiveness of 4A’s marketing mix

Factors Mean Rank

Availability Mix 4.12

Acceptability Mix 3.64

Awareness Mix 2.87

Affordability Mix 1.83

Availability

• Grantee some accommodation for online requests in high seasons

• E-mail request for bookings • Providing online customer services 18

hour per day• Offering all kinds of travel services in Iran

Conclusion• A long way to go to exploit the potential of the Internet.• Iran has some limitation to offer its travel attractions and

facilities via international travel providers. • International standards that they can find them on the most

popular travel services providers, e.g. Orbitz, Travelocity and Expedia

• At the end, many cosmopolitan organizations such as WTO should represent the real image of these countries.

• Not to forget that the governments should set strategies for eliminating the tensions from these regions, knowing the fact that one cannot have the cake and eat it too.