旅游市場營銷4-資料下載頁
2025-03-10 10:06本頁面
【正文】 spend of the market and the degree and intensity of petition. tourism marketers needing to be aware of opportunities, but also to take note of the level of petitor activity. 2023/3/29 41 Competence of anization/ Resources and capability a pany needing to access the level of resources required to exploit market segments : (marketing assets of an anization) capability including dimensions such as the vision of the entire management team, the relationship with existing suppliers, the financial backing of the pany, etc, to outstrip petitors 2023/3/29 42 The marketing mix: An anization: positioning itself in the marketplace, formulating an appropriate strategy, to plan a series of programs or actions which can be implemented: marketing mix 2023/3/29 43 The marketing mix: a set of tools available to the marketing manager to achieve a particular strategic direction or position. Definition: Four core elements: (by McCarthy:1960) 4 Ps product, price, place and promotion. 2023/3/29 44 The marketing mix: Four core elements: (by McCarthy:1960) 4 Ps product, price, place and promotion. Middleton(1994), Cooper et al.(1993) Seaton and Bent(1996) all take a similar position, that is, marketing mix includes the four Ps as its basic structure. 2023/3/29 45 Augmented marketing mix: Palmer(1994) ments that the four Ps “have been found to be too limited in their application to services… this simple list fails to recognize a number of key factors that marketing managers in the service sector use to design their service output” 2023/3/29 46 Augmented marketing mix: Booms and Bitner (1981) introduced three additional dimensions: the augmented marketing mix: People, Physical, Processes 2023/3/29 47 Augmented marketing mix: People: staffcustomer interaction and service quality being crucial in tourism. . hotels, restaurants. Physical evidence: the nature of design, aesthetics and ambience of surroundings of the service provision. . hotels, resort plexes, restaurants, etc. 2023/3/29 48 Augmented marketing mix: Processes: tangible to the customer in tourism as it is a high staffcustomer contact business. . hotel reception, travel agency booking systems, ect. 謝謝觀看 /歡迎下載 BY FAITH I MEAN A VISION OF GOOD ONE CHERISHES AND THE ENTHUSIASM THAT PUSHES ONE TO SEEK ITS FULFILLMENT REGARDLESS OF OBSTACLES. BY FAITH I BY FAITH
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