《旅游管理专业英语》（第二版） 讲义 Lesson14 Lesson 14.docVIP

PAGE PAGE 233 Lesson Fourteen Text Tourism Marketing Notes Vocabulary Comprehension Discussion Exercises Translation Writing Further Reading Case Study of Carnival Corporation Terms market segmentation marketing plan Profile Philip Kotler References Text Tourism Marketing 1. Marketing The market-oriented organization understands buyers’ needs and wants and effectively combines and directs the skills and resources of the entire organization to provide high levels of satisfaction to its customers. The model of competing that links RD, technology, innovation, production, and finance integrated through marketing’s drive to own a market is the approach that all competitors will take to succeed. Rather than a specialized function within the organization, marketing is a central process of the entire business. Marketing includes all of the various actions of the organization that are aimed at providing customers with superior value. 2. Market The top management of a company should have a strategic vision about where to compete, when to compete, and how to compete. These decisions require knowledge of market needs and trends, competition, and the strengths and weaknesses of the organization. Markets need to be defined so that the right buyers and competition are analyzed. For a market to exist there must be people with particular needs and wants and one or more products that can satisfy these needs. Also, the buyers must be both willing and able to purchase a product that satisfies their needs and wants. 3. Market Segmentation Market segmentation looks at the nature and extent of buyers’ needs and wants in a market. It offers an opportunity for an organization to focus its business capabilities on the requirements of one or more groups of buyers. The objective of segmentation is to examine differences in needs and wants to identify the segments within the produ