市场营销论文已修改Word格式.docx
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市场营销论文已修改Word格式.docx
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Content
Summary2
Introduction3
Outcome1Investigatetheconceptandprocessofmarketing4
Comparingalternativedefinitionsofmarketing4
ThemaincharacteristicsofamarketingorientedTourismCompany5
Salesorientation5
Productorientation5
Marketingorientation5
Comparethethreeorientation5
ThevariouselementsofthemarketingconceptinTourismindustry6
Thebenefitsandcostsofamarketingapproach7
Recruitmentandtrainingofstaff7
Advertising7
Outcome2Exploretheconceptsofsegmentation,targetingandpositioning7
Macroandmicroenvironmentalfactorswhichinfluencetourismmarketingdecisions7
Macroenvironmentalfactorsinfluencetourismmarketingdecision7
Microenvironmentalfactorsinfluencetourismmarketingdecision8
Thesegmentationcriteriatobeusedfortwotouristproductsindifferentmarkets8
SegmentingBusinessMarkets8
SegmentingConsumerMarket9
Factorsinfluencingthechoiceoftargetingstrategyintourismindustry9
Thewaythatbuyerbehavioraffectsmarketingactivitiesintwodifferentbuyingsituations10
Conclusion10
References10
Summary
Thepurposeofthispaperistoexplainthemodernmarketingisplayanimportantroleindeveloptravel.Throughthetakemodernmarketingtodeveloptravelandexpandthetravelmarket.
Describedthemarketingconceptatthebeginningofthearticleandcomparedtomarketingorientationthanproductorientationandsalesorientationtowinmorecustomers,moresuitableforthedevelopmentofmoderntravelagency.
Throughthemarketsegmentstoservecustomers,provideamorepersonalizedservice,Ithinkthatmodernmarketingisimportantforatravelagency,andnowtheentireexchangeprocess,customersarenotpassive,andthetraditionalmarketingconceptisunabletoadapttothenewbusinessenvironment,useofmodernmarketingconceptsallowthetourismindustryadapttothischangeandmakeprosperityofthetourismindustry.
Introduction
Thepurposeofthisreportistoexplainthemodernmarketinghowtoapplicationinthetourismindustry.
Thisreportconsistsoftwoparts,outcome1andoutcome2.Outcome1hasfourparts,definitionsofmarketing;
themaincharacteristicsofamarketingoriented;
thevariouselementsofthemarketingconcept;
andthebenefitsandcostsofamarketingapproach.Mainlytoexplaintheconceptofmarketingandmodernmarketingperformanceinthetourismindustry.Outcome2hasfourparts,too.Macroandmicroenvironmentalfactorswhichinfluencetourismmarketingdecisions;
thesegmentationcriteriatobeusedfortwotouristproductsindifferentmarkets;
factorsinfluencingthechoiceoftargetingstrategyintourismindustry;
thewaythatbuyerbehavioraffectsmarketingactivitiesintwodifferentbuyingsituations.Mainlytoexplainmodernmarketingapplicationinthetourismindustry.
Onlyreasonabletomakegooduseofmarketinginthecompetitioncantowin.toenableenterprisesbiggerandstronger,theymustmakeaprofittopromoteenterprisedevelopment,travelagenciesprofitscomefromvisitors,theywantincreasetheloyalcustomersandtouristseverytouristThecompany'
sgoal,theusemarketingdesigncustomersatisfactiontravelroutes,winthegoodwillofcustomers.
Outcome1Investigatetheconceptandprocessofmarketing
Comparingalternativedefinitionsofmarketing
Herearetwopopularandwidelyaccepteddefinitionsofmarketing.ThefirstisthedefinitionpreferredbytheUK’sCharteredInstituteofMarketingisMarketingisthemanagementprocessresponsibleforidentifying,anticipating,andsatisfyingcustomerrequirementsprofitably.WhilethesecondisthatofferedbyAmericanMarketingAssociationisMarketingistheprocessofplanningandexecutingtheconception,pricing,promotionanddistributionofideas,goodsandservicestocreateexchangeandsatisfyindividualandorganizationobjectives
Althoughtheyhavealotincommon,eachsayssomethingimportantthattheotherdoesnotemphasize.Bothagreeonthefollowingpoints:
Marketingisamanagementprocess;
Marketingisaboutgivingcustomerswhattheywant;
Marketingfulfilscustomerrequirementsprofitably;
Marketingidentifiesandanticipatescustomerrequirements;
Marketingoffersandexchangesideas,goodsandservices.Thesetwodefinitionshaveacommondrawback:
theyallbelievethatinaseparateexchangeactivities,customersarepassive.
Fromthisdefinition,wecanfindthemarketingisawayofhowtosellthegoodsoftourism,andissupplyainformationtocustomerstoinfluenceitsdecision.Weknowthetravelagencymustmakeprofits,ifthetravelagencyneedstodevelopment,andweknowtheprofitscomefromcustomers,sowecandefinethemarketingisawaytodealwithconnectionofcustomers,andmakeprofitsthroughoutcustomers,andeventuallypromotethecompany’sstrength.Initssimplestdefinition,marketingismanagingprofitablecustomerrelationship.thissentencehasprovedmypointofviewisrational.
Marketinginoldsenseismakingsale,traditionalsaleisincludeadvertisingandselling,butmarketingisnotmorethantraditionalsale,now.Withtheeconomicsdevelopment,standardoflivinghasimproved,moreandmorepeoplebegintogoinforindividualism.Individualismmeanscustomersneedcustomization,andonlydesigningthegoodsinpersonalneedswouldsatisfycustomer’sneeds.Thetravelagencyneedstomakesmaximalprofitonlyinthisway.Satisfyingcustomersneedsisanewconceptofmarketing,itmeansproducesomedifferenttravellinefordiversegroup.
ThemaincharacteristicsofamarketingorientedTourismCompany
Salesorientation
SomepeoplethinkthatconsumersareinherentlyreluctanttopurchaseastheFrancesBrassingtonsaid“productsaresold,notbought”.SoIthinktheorganizationoughttomakeaprincipleofstimulatetopromotionsalesstuff.
Productorientation
Produceproductisformakeprofits,andweknowprofitsisrootinboughtofcustomers,sowecangetaconclusionthatwhatiscustomersneedsandwhatisproductorientation.thenIthinkproductorientationisimprovehighestlevelofquality,becausecustomersconsidertobuyhighestlevelofqualityproduct,andonlythistheythinkitdeservetheyspendtheirmoney.
Marketingorientation
Theorganizationthatdevelopsandperformsitsproductionandmarketingactivitieswiththeneedsofthebuyerdrivingitall,andwiththesatisfactionofthatbuyerasthemainaim,ismarketingorientated.Marketingorientationisaimatcustomer’sneeds,asthedefinitionofmarketingwritethatthecustomerisprimalelementoforganization.Theorganizationmakethemarketingorientationshouldtoattentionwhatiscustomersneeds,thetargetofmarketingismakecustomersbuyitsproduct,Somakemarketingorientationmustconsiderthecustomersneeds,astheFrancessaid“anapproachtodoingbusinessthatnaturallyplacescustomersandtheirneedsattheheartofwhattheorganizationdoes”.
Inmyopinion,Ithinkmakemarketingorientationneedsaexplicitstrategyofadvertisement,itcancomprehendcustomersunderstandproduct,thenneedssatisfycustomersneeds
Comparethethreeorientation
Salesorientationtosellasthemaingoal,thefocusonthesales,takesthesalesasameasureofcompany'
sdevelopmentstandard.Andproductorientationaimatproducingproducts,ittargetisimprovethequantityandqualityofproduct.Marketingorientationisfocusonthecustomertosatisfycustomer’sdemandasagoal.Thecompany’smainpurposeismakingprofit,andweknowprofitscomefromcustomers.Earncustomer’smoneyshouldmatchuptosatisfycustomerneeds,onlydothatcanenablecustomerstobuythecompany’sproduct.
ThevariouselementsofthemarketingconceptinTourismindustry
Product
Theproductintourismistravelline,customersneedsagoodtravellinetosatisfytheydemands.Intheotherword,travellineinfluencecustomer’sdecision.Ifatravelagencymakesatravelline,itmeansthatcangainmoreandmorecustomers,anddiversetravellinesatisfydifferentcustomers,
Price
Sometimes,Customerswanttobuyproductthattheysatisfiedinlowprice.Mostpeoplewillinfluencedbyprice,arationalpricewouldtofavorcustomer’sneedsthatmustattractmoreandmorecustomer’sattentions.Priceisanimportantfactorofaffectingpassengerstravel.
Place
TravelCompanysetupitsplaceandinthecity’scentralarea,andpopulationmovementsinareasofthelargeamountofpeople.Customerscaneasilyunderstandthelatesttraveltrends,whencustomershaveademandfortravel,itcanfindagentsintime.EstablishagentsareanimportantwaytowincustomersforTravelCompany.
Promotion
Advertisinghasbecomeanindispensablepartofpeople’slives,butalsothemainwaypeopleaccesstoinformation.Thetravelcompanyputdifferentkindsoftourismadsfordifferentgroupsofpeople,itcanappealtoalargeofcustomers.
People
Travelcompaniesasserviceprovidersshouldbetoprovidegoodservicetowincustomers,andgoodservicetothetravelcompanyisveryimportant,becausegoodservicemakecustomersatisfaction.Intourism,peopleincludetours,drivers,andwaitersandsoon.
Processes
Fromthepassengerentryintothetravelagenttothereturnoftravel,itis“Processes”.Travelagentsprovidecustomerswiththeproductistheprocesses,andonlytravelagentprovidegoodservicetocustomers,itcanestablishlong-termcooperativerelationshipswithcustomers.
Physicalevidence
Thisisthevisitorsthefeelingofthewholeservicefromtravelagents.Customersevaluatetravelagentdependingon
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