旅游市场营销1课件.ppt

1、2022-6-2212022-6-222Arrangment of the course：14 weeks, 3 class hours each week.Examination: in the 14th weekEvaluation: Normal performance:40% Final exam: 60%2022-6-223Welcome to marketing! Your passport to success!Philip KotlerGeneral Background Knowledge2022-6-2241. Definition of Marketing“Market”

2、 is derived from the Latin “mercari” which means “to buy or trade”. But marketing is more than just buying and trading.2022-6-225 Definition of Marketing“The process of building lasting relationships through planning, executing and controlling the conception, pricing, promotion and distribution of i

3、deas, goods and services to create mutual exchange that satisfy individual and organizatonal needs and objectives.”- S. Carter2022-6-226http:/ Definition of Marketing in this book2022-6-229 Definition of Marketing in this bookMarketing is the art and science of finding, retaining, and growing profit

4、able customers.2022-6-2210The purpose of a business is to create and maintain satisfied, profitable customers.Customer satisfaction leading to profit is the central goal of marketing for hospitality and tourism.2022-6-22112022-6-22122022-6-22132. The marketing process 营销过程营销过程2022-6-22142022-6-22152

5、022-6-2216A. Understand customers(1)Needs. (需要）需要）Human beings have many complex needs. * basic physical needs for food, clothing, warmth, and safety; * social needs for belonging, affection, fun, and relaxation; * esteem needs for prestige, recognition and fame; * individual needs for knowledge and

6、 self-expression.2022-6-2217A. Understand customers (2) Wants. (欲求）欲求） Wants are how people communicate their needs. (3) Demands. (需求）需求） People have almost unlimited wants but limited resources. They choose products that produce the most satisfaction for their money. When backed by buying power, wa

7、nts become demands.2022-6-2218B. Market offerings. (市场供给） Some combination of tangible products, services, information, or experiences that are offered to the market.2022-6-2219C. Customer value, expectations and satisfaction(a). Customer value (顾客价值顾客价值) is the difference between the benefits that

8、the customer gains from owning and/or using a product and the costs of obtaining the product.2022-6-2220C. Customer value, expectations and satisfaction (b). Customer expectations (顾客期望顾客期望) are based on past buying experiences, the opinions of friends, and market information.2022-6-2221C. Customer

9、value, expectations and satisfaction(c). Customer satisfaction (顾客满意度顾客满意度) Satisfaction with a product is determined by how well the product meets the customers expectations for that product.2022-6-2222D. Exchanges and Relationships 交换和关系(a). Exchange is the act of obtaining a desired object from s

10、omeone by offering something in return.2022-6-2223D. Exchanges and Relationships 交换和关系(b). Relationship marketing. Relationship marketing focuses on building a relationship with a companys prfitable customers. Most companies are finding that they earn a higher return from resources invested in getti

11、ng repeat sales from current customers than from money spent to attract new customers.2022-6-2224D. Exchanges and Relationships 交换和关系(c). Designing customer-driven marketing strategy. Marketing management is the art and science of choosing target markets and building profitable relationships with th

12、em. Selecting customers to serve. Choosing a value proposition.2022-6-2225 Selecting customers to serve. The company must select those market segments it wishes to serve2022-6-2226 Choosing a value proposition. The company must also decide how it will serve targeted customershow it will differentiat

13、e and position itself in the marketplace. A companys value proposition is the set of benefits or values it promises to deliver to consumers to satisfy their needs.2022-6-2227E. Markets 市场A market is a set of actual and potential buyers of a product. These buyers share a particular need or want taht

14、can be satisfied through exchange relationships.2022-6-2228Marketing means managing markets to bring about profitable customer relationships.2022-6-22293. Five Marketing Management PhilosophiesA. Production conceptB. Product conceptC. Selling conceptD. Marketing conceptE. Societal marketing concept2

15、022-6-2230A. Production conceptThe production concept holds that customers will favor products that are available and highly affordable, and therefore management should focus on production and distribution efficiency. 2022-6-2231B. Product conceptThe product concept holds that customers prefer exist

16、ing products and product forms, and the job of management is to develop good versions of these products. 2022-6-2232C. Selling conceptThe selling concept holds that customers will not buy enough of the organizations prdcucts unless the organization undertakes a large selling and pormotion effort.202

17、2-6-2233D. Marketing conceptThe marketing concept holds that achieving organizational goals depends on determining the needs and wants of target margets and delivering the desired satisfaction more effectively and efficiently than competitors.2022-6-2234E. Societal marketing conceptThe societal mark

18、eting concept holds that the organization should determine the needs, wants, and interests of target markets and deliver the desired satisfactions more effectively and efficiently than competitors in a way that maintains or improves the consumers and societys well-being.2022-6-22354. Prepare an Inte

19、grated Marketing PlanThe companys marketing strategy outlines which customers the company will serve and how it will create value for these customer.Next, the maketer develops an integrated marketing program that willactually deliver the intended value to target customers.2022-6-2236The marketing pr

20、ogram builds customer relationships by transforming the marketing strategy into action.It consists of the firms marketing mix, the set of marketing tools the firm uses to implement its marketing strategy. The major marketing mix tools are classified into four broad groups, called the four Ps of mark

21、eting: product, price, place and promotion. 2022-6-22375. Building Customer RelationshipsCustomer relationships management (CRM) involves managing detailed information about individual customers and carefully managing customer “touch points” in order to maximize customer loyalty.“customer touch poin

22、ts” is any occasion on which a customer encounters the brand and product from actual experience to personal or mass communicatioins to casual observation.2022-6-22386. Capturing Value from CustomersWe try to capture value from our customers in the form of current and future sales, market share, and

23、profits. By creating superior customer value, the firm creates highly satisfied customers who stay loyal and buy more.2022-6-2239A. Customer loyalty and retentionB. Growing share of customer.C. Building customer equity.2022-6-2240A. Customer loyalty and retentionThe benefits of customer loyalty come

24、 from continued patronage of loyal customer, reduced marketing costs, decreased price sensitivity of loyal customers, and partnership activities of loyal customers.2022-6-2241Reduced marketing costs are the result of requiring fewer marketing dollars to maintain a customer than to create on and the

25、creation of new customers through the positive word-of-mouth of loyal customers.The lifetime value of a customer is the stream of profits a customer will create over the life of his or her relationship with a business.2022-6-2242B. Growing share of customersBeyond simply retaining good customers to

26、capture customer lifetime value, good customer relationship management can helpmarketers to increase their share of customerthe share they get of the customers purchasing in their product categories.2022-6-2243C. Building customer equity 顾客资产Customer equity is the discounted lifetime values of all t

27、he companys current and potential customers. One builds customer equity by delivering products that create high customer satisfaction and have high perceived value .指某公司现有和潜在顾客终身价值折现后的总和2022-6-2244Chapter 1The tourism marketing environment2022-6-2245Objectives:1. The definitions of tourism, 2. the r

28、elationship between tourism, leisure and recreation3. Tourism as a system2022-6-22461. The introduction to tourism Tourism: is primarily about human activity involving travel from an originating area to a destination for pleasure or business purposes. - cultural process - economic process - social e

29、xchange process 2022-6-2247The essence of tourism marketing: the attraction of a potential visitor from a generating area to a receiving destination. 2022-6-22482. Tourism definitionsTourism is the term given to the activity that occurs when tourists travel. It encompasses everything from the planni

30、ng of the trip, the travel to the place, the stay, the return, and the reminiscences about it afterwards. It includes the activities the traveller undertakes as part of the trip, 2022-6-2249the purchases made and the interactions that occur between host and guest. In sum, it is all of the activities

31、 and impacts that occur when a visitor travels. (Mill and Morrison, 1992)2022-6-2250 pre-purchase activity: preparation the journey to and from the destination post-consumptive behaviour activities at the destination including four overlapping phases 2022-6-2251 an amalgam of phenomena and relations

32、hips3. Characters of tourism two fundamental elements: the journey to the destination (dynamic element), and the stay (static element) taking place away from the normal place of residence and work, different activities2022-6-2252 short term, temporary taking place for a number of reasons, but exclud

33、e taking up permanent residence or employment primarily the consumption of products and services provided by public and private organizatons involving considerable benefits and disbenefits to society2022-6-22534. tourism, leisure and recreationLeisure: in essence, it can be thought of as a combined

34、measure of time and attitude of mind to create periods of time when other obligations are at a minimum (Cooper, 1993)recreation: legitimate pursuit or activity during leisure time, mainly home or locally based.2022-6-2254 tourism, leisure and recreationtourism: -trips away from home, -recreational a

35、ctivities forming part of the overall experience . 2022-6-2255 tourism, leisure and recreationThe major distinguishing feature is location.Leisure and recreation form part of a lifestyle which is mainly home or neighbourhood based, tourism, on the contrary, is about leisure and recreational activiti

36、es adopted as part of a different lifestyle, the very reason for travel.2022-6-22565. Tourism as a systemTour is viewed as a system by Mill and Morrison, with the market process at its core.Four integrated parts of tourism system:1. The market2. Travel3. Destination4. Marketing2022-6-22575. Tourism

37、as a system1. The market: emphasizing the need to understand consumer behaviour, the purchase of travel in a wide variety of forms.2. Travel: flows of visitors, characteristics, existing trends and forecasts for the future.3. Destination: the mix of facilities and attractions, stimulating the selling of travel2022-6-2258-Involveing destination marketing to existing and potential visitors through a variety of intermediaries-Following a market plan-Using marketing management tools 4. Marketing