市场营销论文已修改Word格式.docx

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