1、Welcome to marketing,主讲教师：颜文华,QQ 电话：13525985647 微博 http:/ of the Syllabus :,Chapter 1 understanding the hospitality and tourism marketingChapter 2 Marketing concept for the hospitality and tourism industryChapter 3 Marketing environment analysisChapter 4 Market strategy for the hospitality and touri
2、sm industry,Review of the Syllabus :,Chapter 5 designing and managing productsChapter 6 pricing productsChapter 7 distribution channelsChapter 8 promoting products,1. Attendance and Participation :,HOUSE RULES,Attendance is mandatory and will be calculated into the students final grade. Students are
3、 expected to attend all class sessions, arrive promptly at the beginning of each class, and actively participate in class discussions, case studies and other class activities. Students participation will be evaluated according to high standards of communication (i.e., reading, writing, and speaking)
4、.,2.Classroom professionalism :,HOUSE RULES,Classroom professionalism is to be maintained at all times. Our goal is to create a positive, happy, and respectful environment that is conducive to learning. Mobile phones are to be turned off or set for silent alarm. Respect everyones opinion. Also, ther
5、e will be no eating, drinking, sleeping, or excessive talking when class is in session.,1. A creative learning method :,Methods of learning this course,A three-process driving learning method:Forming and grasping of basic knowledge(理论知识贯通与建构) Expanding and contending of basic knowledge(基础理论拓展与争鸣)Uti
6、lizing and innovating of basic knowledge(理论知识运用与创新),2. Assessment :,Methods of learning this course,Component of assessmentAttendance and participation 10% Individual assignment 10% Group activities 20% Final exam 60%,Chapter 1 Understanding the hospitality and tourism marketing,CASE 1,Marketing, or
7、 not?,Marketing, or not?,CASE 2,黄山游客扮日军抢“花姑娘” 官方称是红色旅游,Marketing, or not?,CASE 3,Marketing, or not?,CASE 4,tab,Introduction to tourism & hospitality marketing,Originally a “market” was a place where buyers andsellers gathered to exchange goods.,A market is people with the desire and with the ability
8、 to buy a specific product.,What is market?,What is the purpose of marketing ?Marketing is for selling your offers?Marketing is for defeating your competitors?Marketing is for bringing perfect profit?,tab,Introduction to tourism & hospitality marketing,According to the American Marketing Association
9、, “ marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders“. 市场营销是一项有组织的活动， 包括创造、沟通和交付顾客价值以及管理顾客关系的 一系列过程，从而使利益相关者和企业都从中受益。,What i
10、s marketing?,tab,Introduction to tourism & hospitality marketing,Marketing mix is a set of marketing tools that work together to produce satisfied customers.,In generally, marketing mix includes four elements: product, price, place, and promotion.,What is marketing mix?,7Ps1964年，麦卡锡(McCarthy)提出4Ps营销
11、组合，即产品(Product)、价格(Price)、渠道(Place)和促销(Promotion)。1981年布姆斯和比特纳(Booms and Bitner)在此基础上提出了7Ps营销组合，增加了人(People)、有形展示(Physical Evidence)和过程(Process)这三项元素。 7Ps也构成了服务营销的基本框架。,tab,Introduction to tourism & hospitality marketing,What is the purpose of marketing?,Marketing is for selling your offers?Marketin
12、g is for defeating your competitors?Marketing is for bringing perfect profit?,What is the purpose of marketing ? The purpose of marketing is to create and keep customers by giving them what they want, when they want it, where they want it, at a price they are willing and able to pay.Simply, The purp
13、ose is to creating customer value and satisfaction,tab,Introduction to tourism & hospitality marketing,Discussion questions: How to become a successful marketing manager in a hotel or other industry?,tab,Marketing manager in the hospitality industry,Discussion questions: How to become a successful m
14、arketing manager in a hotel or other industry?,tab,marketing manager in the hospitality industry,Marketing: 营销Sales: 销售 Manager: 管理,Marketing(市场营销者） Definite marketing goals(明确营销目标)Analyze marketing environment(分析营销环境) Develop marketing strategy（制定营销战略） Design marketing program（设计营销方案） Manage market
15、ing plan（管理营销计划）,Sales：销售者销售产品获取定单建立分销网络 发展经销商回收货款反馈信息管理客户,Manager: 管理者 计划者 组织者 领导者 人事发展者 监管者,控制者 策划者 教练者 宣传者 协调者,一个优秀的营销经理人需要具备五个条件 正确的职业态度 丰富的知识经验 优秀的职业技能 良好的职业习惯 出色的综合素质,based on the characteristics of products in H & T industry, how can you manage your marketing mix strategy?,Utilizing and innovating of basic knowledge,Try One !,tab,
