Download 3. Tourism Service Marketing

Survey
yes no Was this document useful for you?
   Thank you for your participation!

* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project

Document related concepts

Perfect competition wikipedia , lookup

Dumping (pricing policy) wikipedia , lookup

First-mover advantage wikipedia , lookup

Customer relationship management wikipedia , lookup

Market segmentation wikipedia , lookup

Visual merchandising wikipedia , lookup

Price discrimination wikipedia , lookup

Service parts pricing wikipedia , lookup

Bayesian inference in marketing wikipedia , lookup

Social media marketing wikipedia , lookup

Market penetration wikipedia , lookup

Pricing strategies wikipedia , lookup

Sales process engineering wikipedia , lookup

Affiliate marketing wikipedia , lookup

Food marketing wikipedia , lookup

Retail wikipedia , lookup

Segmenting-targeting-positioning wikipedia , lookup

Neuromarketing wikipedia , lookup

Marketing communications wikipedia , lookup

Marketing research wikipedia , lookup

Target audience wikipedia , lookup

Ambush marketing wikipedia , lookup

Sports marketing wikipedia , lookup

Product planning wikipedia , lookup

Digital marketing wikipedia , lookup

Multi-level marketing wikipedia , lookup

Youth marketing wikipedia , lookup

Viral marketing wikipedia , lookup

Guerrilla marketing wikipedia , lookup

Marketing channel wikipedia , lookup

Integrated marketing communications wikipedia , lookup

Target market wikipedia , lookup

Marketing wikipedia , lookup

Direct marketing wikipedia , lookup

Marketing plan wikipedia , lookup

Multicultural marketing wikipedia , lookup

Advertising campaign wikipedia , lookup

Marketing mix modeling wikipedia , lookup

Marketing strategy wikipedia , lookup

Street marketing wikipedia , lookup

Sensory branding wikipedia , lookup

Global marketing wikipedia , lookup

Green marketing wikipedia , lookup

Transcript
广 西 高 校 教 育 技 术 应 用 课 程
Chapter 1
Introduction
Learning objectives:
1. To comprehend the connotation and denotation of
Marketing.
2. To master the evolvement and development of the
concept of tourism marketing.
3. To comprehend the marketing mix 4ps, 6ps, 11ps ;
4CS; 4RS
桂
林
工
学
院
旅
游
学
院
邮编
541004
广 西 高 校 教 育 技 术 应 用 课 程
Discussion:What is Market ?
place for the commodity exchange
for consumer
summation of all kinds of supply demand relations
in economics
for salesman
demand of the consumers
桂
林
工
学
院
旅
游
学
院
邮编
541004
广 西 高 校 教 育 技 术 应 用 课 程
Section 1. The Outline of Tourism Market
桂
林
工
学
院
旅
游
学
院
邮编
541004
广 西 高 校 教 育 技 术 应 用 课 程
Ⅰ. Market
Purchasing
desire
The inscape of market
Market=Population*Purchasing
power*Purchasing desire
 =Customer

Purchasing
desire
Population
桂
林
工
学
院
旅
游
学
院
邮编
541004
广 西 高 校 教 育 技 术 应 用 课 程
Ⅱ.The Concept of Marketing








Necessity: necessities for human beings’ living
Desire: the desire of getting what one wants
Demand: the ability and wish for purchasing commodities
Product: anything that can satisfy a certain demand or desire
Value: =benefit utility/cost price
Exchange: one of the four methods of obtaining products
Market: all the potential consumers of a certain product
Marketing: the promotion and creation of the social process of
exchanging
桂
林
工
学
院
旅
游
学
院
邮编
541004
广 西 高 校 教 育 技 术 应 用 课 程
what is
marketing?
Please give your own
opinions of this question.
桂
林
工
学
院
旅
游
学
院
邮编
541004
广 西 高 校 教 育 技 术 应 用 课 程
Ⅲ. Marketing
1. Definition: It is a social and managerial process in which an
individual person or a group obtains what they need or desire by
creating and exchanging the products and value.
Need
Product
Value
桂
林
工
Market
Exchange
学
院
旅
游
学
院
邮编
541004
广 西 高 校 教 育 技 术 应 用 课 程
2.Three Connotations of Marketing
(1)Consumers’ demand-oriented.
(2)A process to accomplish enterprise’s assignments by a
series of marketing management activities such as marketing
research, marketing plan, and marketing execution and control,
etc.
(3)Marketing has a wide area of application. It’s not only
applied in products and workforce needed by market but also in
the marketing of ideas, concepts and persons.
桂
林
工
学
院
旅
游
学
院
邮编
541004
广 西 高 校 教 育 技 术 应 用 课 程
3.The Flow Chart of Marketing
Design
Information Feedback
Pre-production Production
Administrator
activities
process
Customer
Consuming
process
After sale
activities
Sphere of
production
Sphere of
circulation
桂
林
工
学
After-sale
Service
Plan
Sphere of
consumption
院
旅
游
学
院
Information
Tracing
Research
and study
邮编
541004
广 西 高 校 教 育 技 术 应 用 课 程
Chapter 2 Tourism Marketing Mix Strategies


Ⅰ.The Stages of Tourism Marketing Mix
Strategies development
1. Stage 1: In the 50s, Neil Borden “Marketing Mix ”
Production plan, pricing, brand, channel of supply and
marketing, salesmen, advertising, promotion, package,
display, support, physical distribution, market research
2. Stage 2: In the 60s, McCarthy “4Ps”
 production ;price ;channel ;promotion
3. Stage 2: In the 90s, “4Cs”



桂
林
工
学
院
旅
游
学
院
邮编
541004
广 西 高 校 教 育 技 术 应 用 课 程
Ⅱ. Product Strategies
The starting point of the “4 Ps”
Product
Includes physical unit,
package, warranty, service,
brand, image, and value
桂
林
工
学
院
旅
游
学
院
邮编
541004
广 西 高 校 教 育 技 术 应 用 课 程
Ⅲ. Pricing Strategies
The most flexible of the “4 Ps”
Price
Price X Units Sold = Total
Revenue
桂
林
工
学
院
旅
游
学
院
邮编
541004
广 西 高 校 教 育 技 术 应 用 课 程
Ⅳ. Promotion Strategies
Role is to bring about exchanges
with target markets
Promotion
Includes integration of personal
selling, advertising, sales
promotion, and public relations
桂
林
工
学
院
旅
游
学
院
邮编
541004
广 西 高 校 教 育 技 术 应 用 课 程
Ⅴ. Distribution (Place) Strategies
Product availability where and
when customers want them.
Place
Involves all activities from
raw materials to finished
products.
桂
林
工
学
院
旅
游
学
院
邮编
541004
广 西 高 校 教 育 技 术 应 用 课 程
Ⅵ. 4 Ps and 4 Cs
4Cs
4Ps

Product

Customer

Price

Cost

Place


Convenience
Promotion

Communication
桂
林
工
学
院
旅
游
学
院
邮编
541004
广 西 高 校 教 育 技 术 应 用 课 程
Ⅶ. 11P strategy
6P=4P+ power+ public relation
10P=6P+ probing+ partitioning+ prioritizing+ positioning
11P=10P+ people
桂
林
工
学
院
旅
游
学
院
邮编
541004
广 西 高 校 教 育 技 术 应 用 课 程
Chapter 3 The Concept of Tourism Marketing
桂
林
工
学
院
旅
游
学
院
邮编
541004
广 西 高 校 教 育 技 术 应 用 课 程
Ⅰ. Production Orientation

to increase production

to raise productivity

to reduce cost

to achieve scale economy
桂
林
工
学
院
旅
游
学
院
邮编
541004
广 西 高 校 教 育 技 术 应 用 课 程
Ⅱ.Product Orientation

high quality, strong function

various features, up-to-date design

improving the products’ quality

developing high-quality products
桂
林
工
学
院
旅
游
学
院
邮编
541004
广 西 高 校 教 育 技 术 应 用 课 程
Discussion: “Marketing Myopia” :
Let the customers adapt to the products, but not make the
products to meet the requirements of the customers;
Pay great attention to products and less attention to
customers’ demand.
Chinese sayings: “Good wine needs no bush”
“ A princess never worries about her marriage”
桂
林
工
学
院
旅
游
学
院
邮编
541004
广 西 高 校 教 育 技 术 应 用 课 程
For example: Though at half-price, a deluxe
hotel still cannot win customers
The “Marketing Myopia” is widely existing in the jointfunded hotels, especially in the countries where the
tourism is highly developed. In some deluxe hotels, all the
metal articles in the washroom, even the drain of the
presidential suites are gold-plated. As a result, the suites of
the hotels are not highly utilized, while some tourists still
cannot find the right hotel.
桂
林
工
学
院
旅
游
学
院
邮编
541004
广 西 高 校 教 育 技 术 应 用 课 程
Ⅲ. Promotion Orientation
 customers are passive
 to resist buying or be unaware of buying
 the enterprise must carry on sales promotion
桂
林
工
学
院
旅
游
学
院
邮编
541004
广 西 高 校 教 育 技 术 应 用 课 程
Ⅵ. Marketing Orientation
Customers-oriented:
“Proceed from the need of the customers”, “Customers
are God”
Rule 1: the customers are all always right;
Rule 2: please reread rule 1 if the customers make any
mistakes.
The key of obtaining the most profit and achieve the
objectives of the enterprise lies in:
Focusing on the customers’ need and providing more
effective services to satisfy the customers.
桂
林
工
学
院
旅
游
学
院
邮编
541004
广 西 高 校 教 育 技 术 应 用 课 程
The Differences between Promotion
and Marketing
starting point
center
enterprise product

market
mode
goal
sales promotion getting profit
by increasing sales
Concept of Promotion
customers’
need
coordination
marketing
getting profit
by satisfying
customers' need
Concept of Marketing
桂
林
工
学
院
旅
游
学
院
邮编
541004
广 西 高 校 教 育 技 术 应 用 课 程
Ⅴ. Society Marketing Orientation
The enterprises
should pay
attention to the
long-term benefit
of the customers
and long-term
welfare of the
society while
Enterprise’s
satisfying the
benefit
customers’ need.
桂
林
工
Customers’
satisfaction
Balance
Public interests of
the society
学
院
旅
游
学
院
邮编
541004
广 西 高 校 教 育 技 术 应 用 课 程
Ⅵ. A Summary of All the Orientations
Concept
Time
Orientation
Application
Production
20 s
50s
50s
60s
80s
producer
Shortage/high cost
Product
Promotion
Marketing
Society
Marketing
桂
producer Monopoly fields
producer Guiding products
customer All the fields
customer All the fields
林
工
学
院
旅
游
学
院
邮编
541004
广 西 高 校 教 育 技 术 应 用 课 程
Ⅶ. A New Concept of Tourism Marketing
1.Tourism E-Marketing
Based on the technology of Internet, the enterprises
shall take marketing activities by providing better
products and services for the tourists through direct
contact with the potential tourists on the Internet.
桂
林
工
学
院
旅
游
学
院
邮编
541004
广 西 高 校 教 育 技 术 应 用 课 程
2. Green Tourism Marketing
Eco-environment Marketing: consciousness of
environmental protection, returning to nature.
For example: Green Hotel: Green stands for nonpollution.
1. Implementing the rubbish recycling
2. Developing green food
3. Saving energy and resources
桂
林
工
学
院
旅
游
学
院
邮编
541004
广 西 高 校 教 育 技 术 应 用 课 程
3. Tourism Service Marketing
The concept of tourism service marketing is
developing with the rising and developing of
service industry.
Pay attention to the following factors while doing
tourism service marketing:
•Role of human being;
•Environment;
•Process;
•Brand.
桂
林
工
学
院
旅
游
学
院
邮编
541004
广 西 高 校 教 育 技 术 应 用 课 程
4.Touism Culture Marketing
Culture marketing actually refers to the marketing
activities which make full use of the power of culture to
achieve the enterprises’ strategic objectives.
For example: A huge amount of ¥150 billion is invested
and fixed on 500 or 600 different Theme Parks, in which
only 30% survive, and just 50 of which are well developed.
The so-called “True Orient Disneyland ” in Wujiang city,
which cost 0.8 billion, closed just one year after its
opening.
桂
林
工
学
院
旅
游
学
院
邮编
541004
广 西 高 校 教 育 技 术 应 用 课 程
5. Tourism Relation Marketing
Connotation: Relation marketing is an activity in which the
key members——tourists, suppliers, and distributors
establish long and satisfying relations, aiming to keep longterm business relations.
Measures:
Making up files for customers of hotels and travel agents.
Providing satisfying services.
Making total quality control.
Operating honestly.
桂
林
工
学
院
旅
游
学
院
邮编
541004
广 西 高 校 教 育 技 术 应 用 课 程
Modes of
marketing
Items
Transaction Marketing
Core concept
exchange
to establish long-term
relations
Focus of the
enterprise
short-term interests
long-term interests
The relation
between enterprise
and customers
unreliable
reliable
Opinions towards
the price
main competing resort
not the main competing
resort
Emphasis of the
enterprise
market share “once-for-all
deal” is ok
repeat customer rate,
customers’ faithfulness
The pursuit of
marketing
management
one-side win
double win
Market risk
high
桂
林
工
学
Relation Marketing
院
旅
low
游
学
院
邮编
541004