【正文】 (7) The possibility of stimulating high profit products/services (such as boats) by offering related services (such as maintenance) at or below cost. When establishing prices, R/T businesses should give attention to pricing strategies which may encourage off season and nonpeak period sales, longer stays, group business, and the sale of package 。 (5)The availability and prices of substitute products/services (for example, campgrounds, motels, and bed and breakfast are all substitutes for lodging)。 (3)The willingness of the target market to pay for the product or service you provide。 (5) Informing potential customers of alternative travel methods to the area such as airlines and railroads. Pricing Price is one of the most important and visible elements of the marketing mix. When setting prices it is important to take into consideration all of the following: (1) Business and target market objectives。 (3) Remending direct and scenic travel routes。s travel experience. Ways to help prevent this include: (1) Providing directions and maps。 travel back home。 travel to the site/area。 (4) Prices。 (2) Location relative to different geographic markets。s resources. Establish a few reasonable objectives instead of a long, unrealistic wish list. This is especially true for new businesses or munities which do not have much experience in tourism development and/or marketing. MARKET ENVIRONMENT ANALYSIS The next step in developing a marketing plan is to assess the impact of environmental factors (such as economic, social and political) on present and future markets. Changes in these factors can create marketing opportunities as well as problems. Demographic and Lifestyle Trends Changing demographics and lifestyles are having a major impact on R/T participation. An assessment of these trends is important to understand how they will likely affect your business or munity. Economic Conditions Overall economic conditions can have significant impacts on recreation and tourism markets. A marketing strategy that is effective during periods of low unemployment rates may have to be significantly adjusted if unemployment increases. Businesses and munities should monitor and assess the likely impact of factors such as unemployment rates, real family ine, and rate of inflation, credit availability, terms and interest rates. Consideration should also be given to the prices of plementary products, such as lodging, gasoline and recreation equipment. Laws and Government Actions As a plex industry, tourism is significantly affected both positively and negatively by laws and by actions of governmental agencies. For instance, rulings on such things as liability issues or decisions regarding building and health codes may change or possibly prevent the construction of a proposed facility. If a public facility changes the prices of its services, this could affect the service offerings of associated private businesses. These actions may have both positive and negative effects on the marketing efforts of the business and munity. To avoid wasting valuable resources it is important that R/T businesses, agencies, and munities continually monitor and evaluate governmental actions. Technology Technological developments are increasing rapidly. New recreation products, such as allterrain vehicles and wind surfers, provide new ways for people to satisfy their recreational preferences. New production technologies and materials offer recreation and tourism businesses ways to reduce costs and improve the quality of their products/services. Advances in telemunications have and will continue to create new promotional opportunities. Technological innovations, in relation to jobs and the home, have resulted in increased leisure time for many people. Competition Businesses and munities must identify and analyze existing and potential petitors. The objective of the analysis is to determine the strengths and weaknesses of the petition39。 (9) A method for evaluation and change. Figure 1 show a framework which can be used to develop a marketing plan. Each ponent will be briefly discussed in the remainder of the bulletin. For more information regarding different ponents of the plan be sure to consult other bulletins in this series. OVERALL BUSINESS OBJECTIVES Businesses, agencies, and munities should develop overall objectives and regularly monitor their progress. The objectives should provide guidance for all decisions including finances, personnel and marketing. They should be quantitative and measurable statements of what the business or munity wants to acplish over a specified period of time. Business objectives are often stated in terms of sales, profits, market shares and/or occupancy rates. Communities frequently establish objectives relating to such things as increasing the number of tourists, developing or changing their image, facility and activity development, cooperation among tourism related businesses and increasing length of stay and local expenditures. It is important that the objectives be reasonable given the market conditions and the firm39。 (7) An implementation planhow to make it work。 (5) The marketing objectives for each segment。 (2) An assessment of the market environmentwhat factors may affect your marketing efforts。 (2) Focus on those people most likely to buy their product rather than the entire mass market。外文資料翻譯：HOTEL MARKETINGThe marketing mixthe 4 Pstarget audiencesegmentationobjectives evaluation. These and other terms are all used in the process of “marketing”. In tourism and tourism related industries, success means understanding this process. This bulletin is designed for those in the tourism industry who may not be pletely familiar with marketing or who may simply wish to refresh their basic marketing skills. Covered will be important concepts used in marketing, the relationship of marketing to tourism, and a process for devel