andSalesPromotion(营销管理,菲利普·科特勒教材).pptVIP

?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Chapter 15Promoting Products:Public Relations andSales Promotion 第一页，共三十页。 “There are many misconceptions about public relations. One of the most widespread is that it’s easy”-Peter Celliers ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens 第二页，共三十页。 Chapter Objectives Understand the different public relations activities Understand the public relations process Know how the different PR tools are used ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens 第三页，共三十页。 Chapter Objectives Implement a crisis management program in a hospitality business Discuss the growth and purpose of sales promotion, setting objectives, and selecting consumer promotion tools ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens 第四页，共三十页。 Public Relations Creating a positive image and customer preference through third-party endorsement PR is experiencing explosive growth Offers a way to distinguish your company’s products from another Marketing and PR are becoming increasingly linked ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens 第五页，共三十