旅游市场营销英文版预案.ppt

Welcome to marketing… HOUSE RULES HOUSE RULES Methods of learning this course Methods of learning this course Chapter 1  Understanding the hospitality and tourism marketing 黄山游客扮日军抢“花姑娘” 官方称是红色旅游 7Ps 1964年，麦卡锡(McCarthy)提出4Ps营销组合，即产品(Product)、价格(Price)、渠道(Place)和促销(Promotion)。1981年布姆斯和比特纳(Booms and Bitner)在此基础上提出了7Ps营销组合，增加了人(People)、有形展示(Physical Evidence)和过程(Process)这三项元素。 7Ps也构成了服务营销的基本框架。 What is the purpose of marketing ? The purpose of marketing is to create and keep customers by giving them what they want, when they want it, where they want it, at a price they are willing and able to pay. Simply, The purpose is to creating customer value and satisfaction Discussion questions: How to become a successful marketing manager in a hotel or other industry? Discussion questions: How to become a successful marketing manager in a hotel or other industry? Marketing(市场营销者） Definite marketing goals(明确营销目标) Analyze marketing environment(分析营销环境) Develop marketing strategy（制定营销战略） Design marketing program（设计营销方案） Manage marketing plan（管理营销计划） Sales：销售者 销售产品获取定单 建立分销网络 发展经销商 回收货款 反馈信息 管理客户 Manager: 管理者 计划者 组织者 领导者 人事发展者 监管者 控制者 策划者 教练者 宣传者 协调者 一个优秀的营销经理人需要具备五个条件 正确的职业态度 丰富的知识经验 优秀的职业技能 良好的职业习惯 出色的综合素质 Utilizing and innovating of basic knowledge based on the characteristics of products in H T industry, how can you manage your marketing mix strategy? I 1 Marketing, Your passport to success! 主讲教师：颜文华 QQ 电话微博 /yanwenhua99 Review of the Syllabus : Chapter 1 understanding the hospitality and tourism marketing Chapter 2 Marketing concept for the hospitality and tourism industry Chapter 3 Marketing environment analysis Chapter 4 Market strategy for the hospitality and tourism industry Review of the Syllabus : Chapter 5 designing and managing products Chapter 6 pricing products Chapter 7 distribution channels Chapter 8 promoting products 1. Attendance and Participation : Attendance is mandatory and will be ca