ch01Marketing for Hospitality and Tourism(营销管理,菲利普·科特勒教材)概要1.ppt

Key Terms Product Product Concept Quality Relationship Marketing ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Key Terms Selling Concept Societal Marketing Concept Transaction ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Chapter 1IntroductionMarketing for Hospitality and Tourism “Marketing is so basic that it cannot be considered a separate function. It is the whole of business seen from the point of view of its final result, that is, from the customers point of view…Business success is not determined by the producer, but by the customer.”-Peter Drucker ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Course Overview 1. Understand the hospitality and tourism marketing process 2. Recognize developing hospitality and tourism marketing strategies Understand how to develop the hospitality and tourism marketing mix Comprehend managing hospitality and tourism marketing ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Chapter Objectives 1. Understand the relationships between the world’s hospitality and travel industry