Tourism marketing 重点分析和总结.docxVIP

Explain the terms / definitions Positioning Market positioning:Formulating competitivepositioningfor a product and a detailed marketing mix. Positioning strategy: Identifying Competitive Advantages, Selecting Competitive Advantages, Effectively Communicate Chosen Position Positioning Errors: Underpositioning, Confused positioning, Overpositioning. A product’spositionis the way the product is defined by consumers on important attribute—s the place the product occupies in consumers’ minds relative to competing products The positioning task consists of three steps: Identifyinag position set of possiblecompetitiveadvantages on which to builda Selecting the right competitive advantages Effectively communicating and delivering the chosen position to a carefully selected target market Objective positioning: refers to tangible, physical, attributes e.g. size of bedroom, facilities, the menu items purpose of objective positioning is to use a tangible attribute as the main differentiator from competitors but commodity product attributes easily imitated by competitors objective positioning not effective long-term strategy Subjective positioning: focuses on the intangible aspects of the offer or customer experience perceived image of brand may not necessarily reflect the true product/service what matters is the customer’s perception of the offer offers hospitality operators opportunity to effectively position the offer because positioning strategy is linked to intangible attributes that are difficult for competitors to imitate Positioning strategie：s Positioning strategies are designed from answers to two questions: Which competitor brand/s should the company position against? How should our brand be positioned? Typical hospitality positioning strategies: Product feature or special attributes Price/quality Customer benefit Use or usage User Positioning maps Plot competing hospitality products using two or more attributes on to a map Attributes include: price, quality, location