2023/7/2812023/7/282Arrangmentofthecourse：14weeks,3classhourseachweek.Examination:inthe14thweekEvaluation:Normalperformance:40%Finalexam:60%2023/7/283Welcometomarketing!Yourpassporttosuccess!PhilipKotlerGeneralBackgroundKnowledge2023/7/2841.DefinitionofMarketing“Market”isderivedfromtheLatin“mercari”whichmeans“tobuyortrade”.

Butmarketingismorethanjustbuyingandtrading.2023/7/285DefinitionofMarketing“Theprocessofbuildinglastingrelationshipsthroughplanning,executingandcontrollingtheconception,pricing,promotionanddistributionofideas,goodsandservicestocreatemutualexchangethatsatisfyindividualandorganizatonalneedsandobjectives.”----S.Carter2023/7/286/p-42138004.html2023/7/287/p-42138004.html2023/7/288DefinitionofMarketinginthisbook2023/7/289DefinitionofMarketinginthisbookMarketingistheartandscienceoffinding,retaining,andgrowing

profitablecustomers.2023/7/2810Thepurposeofabusinessistocreateandmaintainsatisfied,profitablecustomers.Customersatisfactionleadingtoprofitisthecentralgoalofmarketingforhospitalityandtourism.2023/7/28112023/7/28122023/7/28132.Themarketingprocess營(yíng)銷過(guò)程2023/7/28142023/7/28152023/7/2816A.UnderstandcustomersNeeds.(需要）Humanbeingshavemanycomplexneeds.*basicphysicalneedsforfood,clothing,warmth,andsafety;*socialneedsforbelonging,affection,fun,andrelaxation;*esteemneedsforprestige,recognitionandfame;*individualneedsforknowledgeandself-expression.2023/7/2817A.Understandcustomers(2)Wants.(欲求）Wantsarehowpeoplecommunicatetheirneeds.(3)Demands.(需求）

Peoplehavealmostunlimitedwantsbutlimitedresources.Theychooseproductsthatproducethemostsatisfactionfortheirmoney.Whenbackedbybuyingpower,wantsbecomedemands.2023/7/2818B.Marketofferings.(市場(chǎng)供給）Somecombinationoftangibleproducts,services,information,orexperiencesthatareofferedtothemarket.2023/7/2819C.Customervalue,expectationsandsatisfaction(a).Customervalue(顧客價(jià)值)isthedifferencebetweenthebenefitsthatthecustomergainsfromowningand/orusingaproductandthecostsofobtainingtheproduct.2023/7/2820C.Customervalue,expectationsandsatisfaction(b).Customerexpectations(顧客期望)arebasedonpastbuyingexperiences,theopinionsoffriends,andmarketinformation.2023/7/2821C.Customervalue,expectationsandsatisfaction(c).Customersatisfaction(顧客滿意度)Satisfactionwithaproductisdeterminedbyhowwelltheproductmeetsthecustomer’sexpectationsforthatproduct.2023/7/2822D.ExchangesandRelationships交換和關(guān)系(a).Exchangeistheactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn.2023/7/2823D.ExchangesandRelationships交換和關(guān)系(b).Relationshipmarketing.Relationshipmarketingfocusesonbuildingarelationshipwithacompany’sprfitablecustomers.Mostcompaniesarefindingthattheyearnahigherreturnfromresourcesinvestedingettingrepeatsalesfromcurrentcustomersthanfrommoneyspenttoattractnewcustomers.2023/7/2824D.ExchangesandRelationships交換和關(guān)系(c).Designingcustomer-drivenmarketingstrategy.Marketingmanagementistheartandscienceofchoosingtargetmarketsandbuildingprofitablerelationshipswiththem.

①Selectingcustomerstoserve.

②Choosingavalueproposition.2023/7/2825①Selectingcustomerstoserve.

Thecompanymustselectthosemarketsegmentsitwishestoserve2023/7/2826②Choosingavalueproposition.

Thecompanymustalsodecidehowitwillservetargetedcustomers—howitwilldifferentiateandpositionitselfinthemarketplace.Acompany’svaluepropositionisthesetofbenefitsorvaluesitpromisestodelivertoconsumerstosatisfytheirneeds.2023/7/2827E.Markets市場(chǎng)Amarketis

asetofactualandpotentialbuyersofaproduct.Thesebuyersshareaparticularneedorwanttahtcanbesatisfiedthroughexchangerelationships.2023/7/2828Marketingmeansmanagingmarketstobringaboutprofitablecustomerrelationships.2023/7/28293.FiveMarketingManagementPhilosophiesProductionconceptB.ProductconceptC.SellingconceptD.MarketingconceptE.Societalmarketingconcept2023/7/2830ProductionconceptTheproductionconceptholdsthatcustomerswillfavorproductsthatareavailableandhighlyaffordable,andthereforemanagementshouldfocusonproductionanddistributionefficiency.2023/7/2831B.ProductconceptTheproductconceptholdsthatcustomerspreferexistingproductsandproductforms,andthejobofmanagementistodevelopgoodversionsoftheseproducts.2023/7/2832C.SellingconceptThesellingconceptholdsthatcustomerswillnotbuyenoughoftheorganization’sprdcuctsunlesstheorganizationundertakesalargesellingandpormotioneffort.2023/7/2833D.MarketingconceptThemarketingconceptholdsthatachievingorganizationalgoalsdependsondeterminingtheneedsandwantsoftargetmargetsanddeliveringthedesiredsatisfactionmoreeffectivelyandefficientlythancompetitors.2023/7/2834E.SocietalmarketingconceptThesocietalmarketingconceptholdsthattheorganizationshoulddeterminetheneeds,wants,andinterestsoftargetmarketsanddeliverthedesiredsatisfactionsmoreeffectivelyandefficientlythancompetitorsinawaythatmaintainsorimprovestheconsumer’sandsociety’swell-being.2023/7/28354.PrepareanIntegratedMarketingPlanThecompany’smarketingstrategyoutlineswhichcustomersthecompanywillserveandhowitwillcreatevalueforthesecustomer.Next,themaketerdevelopsanintegratedmarketingprogramthatwillactuallydelivertheintendedvaluetotargetcustomers.2023/7/2836Themarketingprogrambuildscustomerrelationshipsbytransformingthemarketingstrategyintoaction.Itconsistsofthefirm’smarketingmix,thesetofmarketingtoolsthefirmusestoimplementitsmarketingstrategy.Themajormarketingmixtoolsareclassifiedintofourbroadgroups,calledthefourPsofmarketing:product,price,placeandpromotion.2023/7/28375.BuildingCustomerRelationshipsCustomerrelationshipsmanagement(CRM)involvesmanagingdetailedinformationaboutindividualcustomersandcarefullymanagingcustomer“touchpoints”inordertomaximizecustomerloyalty.“customertouchpoints”isanyoccasiononwhichacustomerencountersthebrandandproduct–fromactualexperiencetopersonalormasscommunicatioinstocasualobservation.2023/7/28386.CapturingValuefromCustomersWetrytocapturevaluefromourcustomersintheformofcurrentandfuturesales,marketshare,andprofits.Bycreatingsuperiorcustomervalue,thefirmcreateshighlysatisfiedcustomerswhostayloyalandbuymore.2023/7/2839CustomerloyaltyandretentionB.Growingshareofcustomer.C.Buildingcustomerequity.2023/7/2840CustomerloyaltyandretentionThebenefitsofcustomerloyaltycomefromcontinuedpatronageofloyalcustomer,reducedmarketingcosts,decreasedpricesensitivityofloyalcustomers,andpartnershipactivitiesofloyalcustomers.2023/7/2841Reducedmarketingcostsaretheresultofrequiringfewermarketingdollarstomaintainacustomerthantocreateonandthecreationofnewcustomersthroughthepositiveword-of-mouthofloyalcustomers.Thelifetimevalueofacustomeristhestreamofprofitsacustomerwillcreateoverthelifeofhisorherrelationshipwithabusiness.2023/7/2842B.GrowingshareofcustomersBeyondsimplyretaininggoodcustomerstocapturecustomerlifetimevalue,goodcustomerrelationshipmanagementcanhelpmarketerstoincreasetheirshareofcustomer—thesharetheygetofthecustomer’spurchasingintheirproductcategories.2023/7/2843C.Buildingcustomerequity顧客資產(chǎn)Customerequityisthediscountedlifetimevaluesofallthecompany’scurrentandpotentialcustomers.Onebuildscustomerequitybydeliveringproductsthatcreatehighcustomersatisfactionandhavehighperceivedvalue.指某公司現(xiàn)有和潛在顧客終身價(jià)值折現(xiàn)后的總和2023/7/2844Chapter1Thetourismmarketingenvironment2023/7/2845Objectives:1.Thedefinitionsoftourism,2.therelationshipbetweentourism,leisureandrecreation3.Tourismasasystem2023/7/28461.TheintroductiontotourismTourism:isprimarilyabouthumanactivityinvolvingtravelfromanoriginatingareatoadestinationforpleasureorbusinesspurposes.----culturalprocess----economicprocess----socialexchangeprocess

2023/7/2847Theessenceoftourismmarketing:theattractionofapotentialvisitorfromageneratingareatoareceivingdestination.

2023/7/28482.TourismdefinitionsTourismisthetermgiventotheactivitythatoccurswhentouriststravel.Itencompasseseverythingfromtheplanningofthetrip,thetraveltotheplace,thestay,thereturn,andthereminiscencesaboutitafterwards.Itincludestheactivitiesthetravellerundertakesaspartofthetrip,2023/7/2849thepurchasesmadeandtheinteractionsthatoccurbetweenhostandguest.Insum,itisalloftheactivitiesandimpactsthatoccurwhenavisitortravels.

(MillandMorrison,1992)2023/7/2850◆pre-purchaseactivity:preparation◆thejourneytoandfromthedestination◆post-consumptivebehaviour◆activitiesatthedestinationincludingfouroverlappingphases2023/7/2851◆anamalgamofphenomenaandrelationships3.Charactersoftourism◆twofundamentalelements:thejourneytothedestination(dynamicelement),andthestay(staticelement)◆takingplaceawayfromthenormalplaceofresidenceandwork,differentactivities2023/7/2852◆shortterm,temporary◆takingplaceforanumberofreasons,butexcludetakinguppermanentresidenceoremployment◆primarilytheconsumptionofproductsandservicesprovidedbypublicandprivateorganizatons◆involvingconsiderablebenefitsanddisbenefitstosociety2023/7/28534.tourism,leisureandrecreationLeisure:inessence,itcanbethoughtofasacombinedmeasureoftimeandattitudeofmindtocreateperiodsoftimewhenotherobligationsareataminimum

(Cooper,1993)recreation:legitimatepursuitoractivityduringleisuretime,mainlyhomeorlocallybased.2023/7/2854tourism,leisureandrecreationtourism:----tripsawayfromhome,