旅游市场营销课件英文版

Welcometomarketing…

Marketing,Yourpassporttosuccess!主讲教师：颜文华QQ电话博/yanwenhua99ReviewoftheSyllabus

:Chapter1understandingthehospitalityandtourismmarketingChapter2MarketingconceptforthehospitalityandtourismindustryChapter3MarketingenvironmentanalysisChapter4MarketstrategyforthehospitalityandtourismindustryReviewoftheSyllabus

:Chapter5designingandmanagingproductsChapter6pricingproductsChapter7distributionchannelsChapter8promotingproducts1.AttendanceandParticipation

:HOUSERULESAttendanceismandatoryandwillbecalculatedintothestudent’sfinalgrade.Studentsareexpectedtoattendallclasssessions,arrivepromptlyatthebeginningofeachclass,andactivelyparticipateinclassdiscussions,casestudiesandotherclassactivities.Students'participationwillbeevaluatedaccordingtohighstandardsofcommunication(i.e.,reading,writing,andspeaking).2.Classroomprofessionalism

:HOUSERULESClassroomprofessionalismistobemaintainedatalltimes.Ourgoalistocreateapositive,happy,andrespectfulenvironmentthatisconducivetolearning.Mobilephonesaretobeturnedofforsetforsilentalarm.Respecteveryone’sopinion.Also,therewillbenoeating,drinking,sleeping,orexcessivetalkingwhenclassisinsession.1.Acreativelearningmethod

:MethodsoflearningthiscourseAthree-processdrivinglearningmethod:

Formingandgraspingofbasicknowledge(理论知识贯通与建构)

Expandingandcontendingofbasicknowledge(基础理论拓展与争鸣)Utilizingandinnovatingofbasicknowledge(理论知识运用与创新)2.Assessment

:MethodsoflearningthiscourseComponentofassessmentAttendanceandparticipation10%Individualassignment10%Groupactivities20%Finalexam60%Chapter1

UnderstandingthehospitalityandtourismmarketingCASE1Marketing,ornot?Marketing,ornot?CASE2黄山游客扮日军抢“花姑娘”官方称是红色旅游Marketing,ornot?CASE3Marketing,ornot?CASE4

tabIntroductiontotourism&hospitalitymarketingOriginallya“market”wasaplacewherebuyersandsellersgatheredtoexchangegoods.Amarketispeoplewiththedesireandwiththeabilitytobuyaspecificproduct.Whatismarket?

Whatisthepurposeofmarketing?Marketingisforsellingyouroffers?Marketingisfordefeatingyourcompetitors?Marketingisforbringingperfectprofit?

tabIntroductiontotourism&hospitalitymarketingAccordingtotheAmericanMarketingAssociation,“marketingisanorganizationalfunctionandasetofprocessesforcreating,communicating,anddeliveringvaluetocustomersandformanagingcustomerrelationshipsinwaysthatbenefittheorganizationanditsstakeholders“.市场营销是一项有组织的活动，包括创造、沟通和交付顾客价值以及管理顾客关系的一系列过程，从而使利益相关者和企业都从中受益。Whatismarketing?

tabIntroductiontotourism&hospitalitymarketingMarketingmixisasetofmarketingtoolsthatworktogethertoproducesatisfiedcustomers.Ingenerally,marketingmixincludesfourelements:product,price,place,andpromotion.Whatismarketingmix?

7Ps1964年，麦卡锡(McCarthy)提出4Ps营销组合，即产品(Product)、价格(Price)、渠道(Place)和促销(Promotion)。1981年布姆斯和比特纳(BoomsandBitner)在此基础上提出了7Ps营销组合，增加了人(People)、有形展示(PhysicalEvidence)和过程(Process)这三项元素。7Ps也构成了服务营销的基本框架。

tabIntroductiontotourism&hospitalitymarketingWhatisthepurposeofmarketing?

Marketingisforsellingyouroffers?Marketingisfordefeatingyourcompetitors?Marketingisforbringingperfectprofit?Whatisthepurposeofmarketing?Thepurposeofmarketingistocreateandkeepcustomersbygivingthemwhattheywant,whentheywantit,wheretheywantit,atapricetheyarewillingandabletopay.Simply,ThepurposeistocreatingcustomervalueandsatisfactiontabIntroductiontotourism&hospitalitymarketingDiscussionquestions:

Howtobecomeasuccessfulmarketingmanagerinahotelorotherindustry?tabMarketingmanagerinthehospitalityindustryDiscussionquestions:

Howtobecomeasuccessfulmarketingmanagerinahotelorotherindustry?tab

marketingmanagerinthehospitalityindustryMarketing:营销

Sales:销售Manager:管理Marketing(市场营销者）Definitemarketinggoals(明确营销目标)

Analyzemarketingenvironment(分析营销环境)Developmarketingstrategy（制定营销战略）Designmarketingprogram（设计营销方案）Managemarketingplan（管理营销计划）Sales：销售者

销售产品获取定单建立分销网络发展经销商回收货款反馈信息管理客户Manager:管理者计划者组织者领导者人事发展者监管者控