旅游产品的分销培训教材.ppt

The four Ps：ProductPlacePromotionPriceAdditional “three Ps” proposed by Booms and Bimer for services. PeopleThe providers of servicesCarry out close management control over the behavior of peopleConsumersEnjoy the travel Physical evidenceProvidersProvide physical evidence(photographs in a holiday brochure, etc)ConsumersMake a judgment ProcessThe marketing process of booking a flight on the Internet :visiting the website of the airlinerentering details of the flight and booking themgetting the tickets by e-mail or postcatching the flight on time and arriving at the destination This chapter has discussed the essence of tourism marketing and the distinctiveness of service distribution. Marketers may apply the direct channel or the indirect channel; but many factors will certainly influence the choices of different distribution channels they adopt. The tourism product; the customer; the travel intermediaries, and the marketing environment are most important factors they have to consider. In addition to distribution channels, the marketing mix is of great importance to tourism sectors. Various elements in the marketing mix are generally classified into four categories: ‘the four Ps’. They are product, place, promotion, and price. There are additional ‘three Ps’ proposed by Booms and Bimer for services: people, physical evidence and process. All of them are basic marketing approaches in the hospitality industry. Chapter Review 第一部分 课文 Distribution of the Tourist Product Exercise Decide whether the statements are true or false. If it is true, put “T” in the space provided and “F” if it is false. (1)_________ Tourism is facing significant and radical changes in business methods in response to the enormous changes taking place in the elements of the product and conditions of the market. (2)_________ Once the organizations choose a distribution channel, they can hardly change it. (3)_________ The focus of the study of dis