旅游市场营销(Marketing for Hospitality and Tourisn.pptVIP

Chapter 1 IntroductionMarketing for Hospitality and Tourism What is Hospitality and Tourism Marketing ? 什么是接待业与旅游业营销？ 1.differences between marketing and selling 市场营销与推销的区别 Differences between sales and market orientations 1.What is the organization’s focus? 组织的关注点是什么？ Inward, upon the organization’s needs 内部导向：关注组织的需求 Outward, upon the wants and preferences of customers 外部导向：关注消费者的欲望和偏好 2.What business are you in ? 你所从事的行业是什么？ Selling goods and services 销售产品和服务 Satisfying customer wants and needs and delivering superior value 满足顾客的需求与欲望，传递卓越价值 3.To whom is the product directed? 产品是为谁准备的? Everybody 每个人 Specific groups of people 特定的细分人群 4.What is your primary goal? 你的基本目标是什么？ Profit through maximum sales volume 通过最大销量实现利润 Profit through customer satisfaction 通过顾客满意实现利润 5.How do you seek to achieve your goal? 你如何实现自己的目标？ Primarily through intensive promotion 通过密集促销 Through coordinated marketing 通过协调的营销 2.Tourism Marketing 旅游市场营销 Interdependent 相互依赖性 3.definition of marketing 营销的定义 Marketing is art and science of finding， retaining，and growing profitable customers. 营销是探寻、维持和扩大能为企业带来利润之顾客群的科学与艺术。 4. the marketing process 营销过程 (1)Understanding the marketplace and customer needs 理解市场和顾客需要 need 需要 want 欲望 demands 需求 Marketing offerings: tangible products,services, and experiences 市场供给： 有形产品、服务、体验 customer value and satisfaction 顾客价值和满意度 customer value is the difference between the benefits that the customer gains from owning and／or using a product and the costs of obtaining the product 顾客价值是消费者在取得或是使用一个产品时获得的利益与获取这个产品所支付成本之间的差值 cost (monetary and nonmonetary) 成本（金钱的和非金钱的） customer value and satisfaction 顾客价值和满意度 customer expectations are based on past buying experiences, the opinions of friends, ande market information. 顾客期望是建立在过去的购买经历、亲朋好友的观点以及市场信息的基础之上的。 products performance falls short of the customers expectations dissatisfied 产品综合表现低于顾客期望 顾客不满意 performance matches expectations satisf