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  • Marketing Tools: Promotion Product

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    The document discusses marketing tools for ports, specifically the 3 P's of product, promotion, and price. It provides an in-depth discussion of promotion tools and briefly introduces product and pricing considerations. For product, it highlights the importance of understanding all aspects of the port, including its strengths, weaknesses, geographical position, infrastructure, services, labor force, and fiscal environment. Pricing must take into account estimated costs, competition, currency, payment terms, and other marketing variables. Promotion is defined as important communication between the port and target groups to raise awareness of the port's existence and capabilities.

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    This is about port

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    PortDoc

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    The document discusses marketing tools for ports, specifically the 3 P's of product, promotion, and price. It provides an in-depth discussion of promotion tools and briefly introduces product and pricing considerations. For product, it highlights the importance of understanding all aspects of the port, including its strengths, weaknesses, geographical position, infrastructure, services, labor force, and fiscal environment. Pricing must take into account estimated costs, competition, currency, payment terms, and other marketing variables. Promotion is defined as important communication between the port and target groups to raise awareness of the port's existence and capabilities.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    8 views6 pages

    Marketing Tools: Promotion Product

    Uploaded by

    kasunahzn
    The document discusses marketing tools for ports, specifically the 3 P's of product, promotion, and price. It provides an in-depth discussion of promotion tools and briefly introduces product and pricing considerations. For product, it highlights the importance of understanding all aspects of the port, including its strengths, weaknesses, geographical position, infrastructure, services, labor force, and fiscal environment. Pricing must take into account estimated costs, competition, currency, payment terms, and other marketing variables. Promotion is defined as important communication between the port and target groups to raise awareness of the port's existence and capabilities.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 6

    In the port business, marketing tools can be described as 3 Ps namely: Product, Promotion and Price.

    In this monograph, the major aspects of Product and pricing will be presented briefly in this introduction, while marketing promotion tools will be concentrated on in-depth discussion

    Product Promotion

    Price

    Marketing Tools

    PRODUCT
    The product, or port services, is the cornerstone around which all other marketing activities will be designed. The reason why a port has been chosen for the handling of a certain traffic or for a new investment, is because of what the port can offer. Therefore it is very important that a marketer knows every aspect of his port in nautical, technical as well as in commercial fields. The marketing team has to be aware of the strengths and weakness of the port; not only at one moment in time, but continuously. This requires continuous education and training of the marketing unit.

    Geographical position

    Nautical approach

    Hinterland connections

    Disposition of quays & land

    Services

    Labor force & social climate

    Know-how

    Fiscal environment

    PRICE
    Pricing is a difficult marketing function. Several extra complexities are involved in pricing in an international market and this is the case for seaports which are by definition situated in an international competitive market. So the port will have to take some pricing decisions into account:
    Estimated Costs Competition

    Currency

    Payment Terms

    Marketing variables

    The pricing of a port is established on different levels, Some levels that can be distinguished are:

    Harbour dues

    Land leases

    Handling costs

    PROMOTION
    Promotion is the most visible as well as the most culture-related one of the port marketing functions. Through the promotional function, the port is standing up and speaking out, willing to be seen and heard. Therefore, promotion is very important. With an excellent product, namely a well-equipped port with a safe and deep nautical access, modern handling gear and a highly productive labor force, clients need to be aware if the ports existence. Action is needed to raise the awareness. Therefore promotion can be defined as communication between the port and various target groups, in order to inform them and influence their attitudes and behavior towards the port.

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