Introduction to travel and tourism marketing:
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Lansdowne
Juta
2001
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 252 S. graph. Darst. |
| ISBN: | 0702156361 |
Internformat
MARC
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| 245 | 1 | 0 | |a Introduction to travel and tourism marketing |c J. A. Bennett ... (ed.) |
| 246 | 1 | 3 | |a Travel and tourism marketing |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a Lansdowne |b Juta |c 2001 | |
| 300 | |a 252 S. |b graph. Darst. | ||
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-009837446 | ||
Datensatz im Suchindex
| _version_ | 1804129238951919616 |
|---|---|
| adam_text | Contents
Chapter 7: The Nature of Marketing
1.1 Introduction 2
1.2 Defining marketing 2
1.3 Creating exchanges in travel and tourism businesses 3
1.3.1 The market offering 3
1.3.2 Characteristics of travel and tourism products 5
1.4 The place of the marketing function in the enterprise 6
1.4.1 The organisational structure 6
1.4.2 The management tasks in marketing 12
1.5 The evolution of marketing thought 12
1.5.1 Production era 13
1.5.2 Sales era 13
1.5.3 Marketing era 14
1.6 The marketing concept 14
1.6.1 Customer orientation 15
1.6.2 Profit orientation 15
1.6.3 Systems orientation 16
1.6.4 Social responsibility 16
1.7 Relationship marketing 17
1.8 Internal marketing 20
Chapter 2: The Marketing Environment
2.1 Introduction 24
2.2 The variables in the micro environment 25
2.2.1 Defining the micro environment 25
2.2.2 The mission 27
2.2.3 Marketing objectives 28
2.2.4 Resources, skills and abilities 31
2.2.5 The marketing instruments 31
2.3 The variables in the market environment 32
2.3.1 Defining the market environment 32
2.3.2 Suppliers 33
2.3.3 The market 33
2.3.4 Competitors 38
2.4 The variables in the macro environment 40
2.4.1 The dynamic nature of the macro environment 40
2.4.2 Demographic environment 40
2.4.3 Cultural and social environment 43
2.4.4 Economic environment 45
2.4.5 Physical environment 47
2.4.6 Political governmental environment 48
2.4.7 International environment 50
2.4.8 Technological environment 51
2.4.9 Security environment 52
2.5 SWOT analysis 53
2.5.1 Environmental scanning 53
2.5.2 Strengths 54
2.5.3 Weaknesses 54
2.5.4 Opportunities 55
2.5.5 Threats 55
Chapter 3: Market Segmentation, Market Targeting and Product Positioning
3.1 Introduction 60
3.2 Mass marketing 61
3.3 Market segmentation 63
3.3.1 The nature of market segmentation 63
3.3.2 The approaches to market segmentation 64
3.3.3 Conditions for effective market segmentation 65
3.3.4 Segmenting the travel and tourism market 66
3.4 Target the marketing effort 72
3.4.1 The meaning of market targeting 72
3.4.2 Criteria for selecting target markets 72
3.5 Foundations for product positioning 75
3.5.1 Product positioning maps 75
3.5.2 Positioning options 77
3.5.3 Common positioning errors 78
Chapter 4: Market Information and Forecasting
4.1 Introduction 82
4.2 The need for information 82
4.3 Information management 83
4.4 Marketing research 86
4.4.1 The nature of marketing research 86
4.4.2 The marketing research process 88
4.5 Market forecasting 99
Chapter 5: Product Decisions
5.1 Introduction 103
5.2 The overall travel and tourism product concept: various perspectives 103
5.2.1 Tourist attractions 105
5.2.2 Facilities at the destination 106
5.2.3 Accessibility as a component of the tourism product 107
5.2.4 Image as a component of the tourism product 107
5.3 The individual travel and tourism product concept 108
5.4 Branding 110
5.5 Product mix decisions Ill
5.6 Developing new products 112
5.6.1 Reasons for developing new products 112
5.6.2 New product development: definition of newness 113
5.6.3 New product development process 113
5.7 Product life cycle (PLC) 116
5.7.1 Introduction 116
5.7.2 Growth 117
5.7.3 Maturity 117
5.7.4 Decline 118
5.7.5 Life cycle analysis 118
Chapter 6: Distribution Decisions
6.1 Introduction 121
6.2 Distribution channel options 122
6.2.1 Full service distribution outlets 124
6.2.2 Limited service distribution outlets 125
6.3 The role of tour operators in travel and tourism distribution 125
6.4 The role of travel agents in travel and tourism distribution 128
6.5 Choice of distribution channels 129
6.6 Channel management decisions 130
6.7 Direct response marketing 130
Chapter 7: Fundamentals of Marketing Communication
7.1 Introduction 136
7.2 The communication process 136
7.3 What is marketing communication? 137
7.4 Steps in marketing communication planning 139
7.4.1 Determining whether there is a marketing
communication opportunity 140
7.4.2 Setting marketing communication objectives 141
7.4.3 Organising for marketing communications 141
7.4.4 Selecting the audience 141
7.4.5 Selecting the message 142
7.4.6 Selecting the promotion mix 142
7.4.7 Determining the budget 142
7.4.8 Implementing the marketing communication plan 143
7.4.9 Measuring results 143
7.5 The marketing communication mix 144
7.5.1 Advertising 144
7.5.2 The role of advertising in marketing 145
7.5.3 Characteristics of advertising 145
7.5.4 Advertising objectives 146
7.5.5 The role of the advertising agency 147
7.5.6 The creative brief 147
7.5.7 Advertising media 148
7.5.8 Managing the advertising campaign 151
7.5.9 The production of advertisements 155
7.5.10 Advertising organisations 159
7.6 Personal selling 160
7.6.1 Steps in the selling process 161
7.7 Sales promotion 163
7.7.1 Sales promotion objectives 164
7.7.2 Types of sales promotion 165
7.8 Direct marketing 166
7.8.1 Decision variables of direct marketing 167
7.8.2 Direct marketing methods 168
7.9 Public relations 170
7.9.1 The difference between public relations and marketing 170
7.9.2 Public relations publics 171
7.9.3 Public relations activities 171
7.9.4 Media for public relations 171
7.10 On line marketing (the Internet) 174
Chapter 8: Price Decisions
8.1 Introduction 179
8.2 Characteristics of travel and tourism products that influence pricing 179
8.3 Factors influencing the price decision 181
8.4 A pricing framework 183
8.4.1 Price objectives 183
8.4.2 Broad price policy 186
8.4.3 Price strategy 186
8.4.4 Implementing price strategy 188
8.4.5 Price adjustments 189
8.5 Skimming the cream and penetration pricing decisions 189
8.6 Managing demand 190
8.6.1 Chasing demand 191
8.6.2 Understanding the nature of demand 192
8.6.3 Shifting demand 192
Chapter 9: People, Process and Physical Evidence Decisions
9.1 Introduction 196
9.2 People decisions 196
9.2.1 The service customer 196
9.2.2 The role of service providers 202
9.3 Physical evidence decisions 207
9.3.1 The effect of the physical evidence on employees and customers 208
9.4 Process decisions 209
9.4.1 The service delivery system 210
9.4.2 The service encounter 211
9.4.3 Service blueprinting 215
Chapter 7 0: The Planning, Implementation and Control of the Marketing Strategy
10.1 Introduction 222
10.2 Marketing planning 222
10.2.1 The need for planning 222
10.2.2 Developing a marketing plan 223
10.2.3 Rewards of marketing planning 226
10.3 Implementation 227
10.3.1 Internal communication 227
10.3.2 Different organisational structures 231
10.3.3 The corporate culture 234
10.4 Marketing control 235
10.4.1 The control process 235
10.4.2 Control methods 237
10.4.3 Customer satisfaction measurement methods 241
10.5 The marketing audit 243
10.5.1 Description of the marketing audit 243
10.5.2 Types of marketing audits 244
10.5.3 Marketing audit procedures 245
10.5.4 Components of the marketing audit 246
Subject Index 249
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| indexdate | 2024-07-09T19:01:58Z |
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| spelling | Introduction to travel and tourism marketing J. A. Bennett ... (ed.) Travel and tourism marketing 1. publ. Lansdowne Juta 2001 252 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Tourism Marketing Marketing (DE-588)4037589-4 gnd rswk-swf Tourismus (DE-588)4018406-7 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Tourismus (DE-588)4018406-7 s Marketing (DE-588)4037589-4 s DE-604 Bennett, James A. Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009837446&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Introduction to travel and tourism marketing Tourism Marketing Marketing (DE-588)4037589-4 gnd Tourismus (DE-588)4018406-7 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4018406-7 (DE-588)4123623-3 |
| title | Introduction to travel and tourism marketing |
| title_alt | Travel and tourism marketing |
| title_auth | Introduction to travel and tourism marketing |
| title_exact_search | Introduction to travel and tourism marketing |
| title_full | Introduction to travel and tourism marketing J. A. Bennett ... (ed.) |
| title_fullStr | Introduction to travel and tourism marketing J. A. Bennett ... (ed.) |
| title_full_unstemmed | Introduction to travel and tourism marketing J. A. Bennett ... (ed.) |
| title_short | Introduction to travel and tourism marketing |
| title_sort | introduction to travel and tourism marketing |
| topic | Tourism Marketing Marketing (DE-588)4037589-4 gnd Tourismus (DE-588)4018406-7 gnd |
| topic_facet | Tourism Marketing Marketing Tourismus Lehrbuch |
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