【正文】 ign of products determines what prices can be charged, what forms of promotion are needed, and what distribution channels are used. For all these reasons, customerrelated product decisions are the basis of marketing strategy and tactics. As the most important of the four P39。 1 考 試 試 卷 Part I Reading Comprehension (10 points) Directions: Reading the following passage and choose the correct answers The ways in which products are put together, that is product formulation, are the most important responses marketing managers make to what they know of their customers39。 needs and interests. Product decisions, with all their implications for the management of service operations and profitability, reflect all aspects of an anization39。s in the marketing mix (product, price, promotion and place), product formulation requires careful consideration in any branch of marketing. Because of the particular nature and characteristics of travel and tourism, the subject is especially plex in the tourism industry. Any visit to a tourism destination prises a mix of several different ponents, including travel, acmodation, attractions and other facilities, such as catering and entertainment. Sometimes all the ponents are purchased from a mercial supplier, . when a customer buys an inclusive holiday from a tour operator, or asks a travel agent to put the ponents together 教 師 填 寫 課程 2020– 2020學(xué)年第 2學(xué)期 旅游英語 試題 授課教師 考試時間 年 月 日 姓 名： 課程類別 必修 [ ]選修 [√ ] 考試方式 開卷 [ ]閉卷 [√ ] 試卷類別 (A、 B、 ? ) [ A ] 共 13頁 考 生 填 寫 學(xué)院 專業(yè) 級 姓名 學(xué)號 試題號 一 二 三 四 五 六 七 八 九 十 總 分 成 績 2 for a business trip. Sometimes customers supply most of the ponents themselves, . when a visitor drives his own car to stay with friends at a destination. Conveniently known as a ponents39。bundle39。conference products39。leisure products39。business class products39。 view of products still holds good, however, because it is in the nature of service products that they can be divided into a series of specific service operations or elements, which bine to make up the particular products customers buy. It is usually highly instructive to analyze any service producer39。 view in slightly different terms, individual service producers designing products must define service concept in terms of the bundles of goods and services sold to the customer and the relative importance of each ponent to the customer. To bring the two distinctive aspects of tourist products together — the overall view and that of individual producer anizations — it is possible to consider them as two different dimensions. The overall view is a horizontal dimension in the sense that a series of individual product ponents are included in it, and customers, or tour operators acting as manufacturers, can make 3 their selection to produce the total experience. By contrast, the producers39。 choice and influence prospective buyers39。 mind. Any visit to a destination carries a price, which is the sum of what it costs for travel, acmodation, and participation in a selected range of services at the available attractions. Because most destinations offer a range of products, and appeal to a range of segments, price in the travel and tourism industry covers a very wide range. Visitors traveling thousands of miles and using luxury hotels, for example, pay a very different price in New York than students sharing campusstyle acmodation with friends. Yet the two groups may buy adjacent seats in a Broadway theater. Price varies by season, by choice of activities, and internationally by exchange rates as well as by distance traveled, transport mode, and choice of facilities and services. With a little thought it will be clear that the elements prising the five product ponents, although they are bined and integrated in the visitor39。s appeal in the early 1980s. The view of the product taken by customers, whether or not they buy an inclusive package from a tour operator or travel wholesaler, is essentially the same view or standpoint as that adopted by tour operators. Tour operators act on behalf of the interests of tens or hundreds of thousands of customers, and their brochures are a practical illustration of blending the five product ponents. The overall view is also the standpoint of national, regional and local tourist anizations, whose responsibilities usually include the coordination and presentation of the product ponents in their areas. This responsibility is an important one even if the destination tourist anizations are engaged only in liaison and joint marketing, and not in the sale of specific product offers to travelers. In considering the product, we should note that there is no natural or automatic harmony between ponents, such as attractions and acmodation, and they are seldom under any one anization39。 these are mon to all forms of consumer marketing and part of widely accepted marketing theory. Marketing managers need to think about the product on three levels: The core product, which is the essential service or benefit designed to satisfy the identified needs of target customer segments. The tangible product, which is the specific offer for sale stating what a customer will receive for his money. The augmented product, which prises all the forms of added value producers may build into their tangible product offers to make them more attractive to their intended customers. The following example of an inclusive weekend break in a hotel will help to explain what the three levels mean in practice. The product offer is a package prising two night39。 core needs usually tend not to change very quickly, although a hotel39。