2008122255010yw_marketing_1 美国著名大学 创意营销 经典课程 ppt 课件

Marketing in Travel & Tourism,Yawei Wang, Ph.D. Montclair State University,Course Outline,The meaning of marketing in travel and tourism The marketing mix for tourism services Market segmentation for tourism market Product what do we market? Place accessibility or convenience Promotion communication Price cost to the consumer People - Consumer buying behavior in tourism Planning tourism planning and research Case studies,What is Marketing?,The performance of individual and organizational activities that facilitate the flow of goods & services from producer to consumer,Travel Sales Distribution System,Demand vs. Supply,International Inbound tourism Outbound tourism Domestic tourism Measurement?,Main sectors of the T&T industry Accommodation Attraction Transportation Travel organizer Destination organization,The Main Determinants of Demand,Economic factors and comparative prices Demographic, including education Geographic Socio-cultural attitudes to tourism Mobility Government/regulatory Media communications Information and communications technology,The Influence of the Main Determinants,Propensity Define the extent of participation in travel activity in a given population Holiday/vacation propensity A measure of the proportion of a population that takes holidays in a year,The Evolution of the Marketing Concept,“Three Pillars of the Marketing Concept”,1. Consumer Satisfaction Businesses must constantly scan or monitor the environment for changes in consumers needs & wants.,Components of Strategic Marketing,FIGURE 1.1,Marketing Environment,Three Pillars,2. Long-run Profit Orientation A willingness to take short-term losses for long-term benefits. Signals a commitment to customers.,Three Pillars,3. System Approach What is a system? A set of interrelated parts working together to produce a meaningful whole. Place organizational needs ahead of departmental or personal needs,Marketing Mix Variables,Product,Pricing,Distribution,Promotion,Goods, services, or ideas that satisfy customer needs,Decisions and actions that establish pricing objectives and policies and set product prices,The ready, convenient, and timely availability of products,Activities that inform customers about the organization and its products,Four Cs,Customer value Cost to the consumer Communication Convenience,Service Marketing,Marketing Mix,Product,Price,Place,Participants,Promotion,Process,Physical Evidence,Personnel Customers,Environment,Policies Procedures Customer involvement Flow of customers,(Booms & Bitner, 1981),Marketing Deals with Products, Price, Distribution, and Promotion,The Marketing Mix Four marketing activitiesproduct, pricing, distribution, and promotionthat a firm can control to meet the needs of customers within its target market,Product,Pricing,Distribution,Promotion,Target Market,Creativity,Convergent Thinking,Divergent Thinking,Think-out-of-the-box Exercise,Aim: Bind them together by drawing a straight line Requirement: You are not to lift you pen from the paper and you may not change direction more than three times.,Brainstorming,Brainstorming,http:/www.csu.edu.au/division/psc/pmguides/Brainstorming.ppt,Business Plan,Service Marketing,Where do Americans work?,78%,2.0%,20%,69%,3.5%,27%,47%,21%,33%,25%,41%,33%,Why has the service grown?,1. Export of manufacturing jobs 2. Farm & mfg. efficiencies 3. Lifestyle changes-working women 4. Dual Income families,Service (def.),Any task or work performed for another and/or the provision of any facility, product, or activity for anothers use and no ownership which arises from an exchange transaction. Three emphasis: To other people Provision of facility, product, or activity No ownership transfer,Characteristics of Services,1. Intangibility “Tangible Capabilities” (def.) Evidence that the service provider will be able to satisfy your needs. Examples: 1. People/credentials of personnel 2. Equipment 3. Facilities 4. Examples of work/references,Characteristics of Services,2. Perishability (def.) Unused capacity in one time period cannot be stockpiled or inventoried for future time periods. Important to match supply and demand carefully.,Ways to increase service capacity,1. Temporary help 2. Extended hours 3. Improve flow-through rate Flow-through rate (def.) The number of customers you can process/serve per hour.,Ways to adjust demand,1. Off-peak pricing 2. Promote off-peak 3. Schedule appointments,Characteristics of Services,3. Heterogeneity People perform services and people do not always perform consistently Training is the key to reducing heterogeneity,Characteristics of Services,4. Inseparability of Production & Consumption Primarily a problem for “high contact” services Customer must participate in the production Other customers may affect the service outcome Training the key to handling inseparability issue,Dimensions of Service Quality,1. Appearance of Tangibles 2. Reliability service performed consistently and dependably 3. Responsiveness willingne