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Marketing for Hospitality and Tourism / Edition 2
     

Marketing for Hospitality and Tourism / Edition 2

by Philip Kotler, James C. Makens, John Bowen, James C. Makens, John R. Bowen
 

ISBN-10: 0130807958

ISBN-13: 9780130807953

Pub. Date: 07/27/1998

Publisher: Pearson Education

9E-8, 0-13-080795-8, Kotler, Phil, Marketing for Hospitality and Tourism, Covers important principles and concepts that are supported by research and evidence from economics, the behavioral sciences, and modern management theory, and applies them through countless examples of situations in which real-life well-known and little-known companies assess and solve their

Overview

9E-8, 0-13-080795-8, Kotler, Phil, Marketing for Hospitality and Tourism, Covers important principles and concepts that are supported by research and evidence from economics, the behavioral sciences, and modern management theory, and applies them through countless examples of situations in which real-life well-known and little-known companies assess and solve their marketing problems. The book covers: Service Characteristics of Hospitality And Tourism Marketing; The Role of Marketing in Strategic Planning; The Marketing Environment; Marketing Information Systems And Marketing Research; Consumer Markets and Consumer Buying Behavior; Organizational Buyer Behavior of Group Market; Market Segmentation, Targeting, and Positioning; Designing and Managing Products; Internal Marketing; Building Customer Satisfaction through Quality; Pricing Products: Pricing Considerations, Approaches, and Strategy; Distribution Channels; Promoting Products: Communication and Promotion Policy; Promoting Products: Advertising, Direct Marketing, and Sales Promotion; Promoting Products: Public Relations; Professional Sales; Destination Marketing; and Next Year's Marketing Plan. For anyone involved in Hospitality and Tourism Marketing.

Product Details

ISBN-13:
9780130807953
Publisher:
Pearson Education
Publication date:
07/27/1998
Edition description:
Older Edition
Pages:
816
Product dimensions:
8.15(w) x 10.25(h) x 1.43(d)

Table of Contents

Preface xi(4)
About the Authors xv
1 Introduction: Marketing for Hospitality and Tourism
1(38)
CHAPTER OBJECTIVES
3(1)
CUSTOMER ORIENTATION
4(2)
WHAT IS HOSPITALITY AND TOURISM MARKETING?
6(1)
MARKETING IN THE HOSPITALITY INDUSTRY
7(4)
Importance of Marketing
7(2)
Tourism Marketing
9(2)
MARKETING HIGHLIGHT 1-1
11(9)
Needs, Wants, and Demands
13(1)
Products
14(1)
Value, Satisfaction, and Quality
14(3)
Exchange, Transactions, and Relationships
17(3)
Markets
20(1)
Marketing
20(1)
MARKETING MANAGEMENT
20(1)
MARKETING MANAGEMENT PHILOSOPHIES
21(6)
Manufacturing Concept
21(1)
Product Concept
22(1)
Selling Concept
23(1)
Marketing Concept
24(1)
Societal Marketing Concept
25(2)
MARKETING CHALLENGES
27(1)
Rapid Globalization
27(1)
The Call for More Ethics and Social Responsibility
27(1)
MARKETING'S FUTURE
28(1)
Chapter Review
29(2)
Discussion Questions
31(1)
References
31(1)
APPENDIX 1-1: GREAT LEADERS
32(4)
Ellsworth Statler (1863-1928)
32(2)
Ralph Hitz (1891-1940)
34(1)
J. Hillard Marriott (1900-1985)
34(1)
Ray Kroc (1902-1984)
35(1)
References
36(3)
2 Service Characteristics of Hospitality and Tourism Marketing
39(28)
CHAPTER OBJECTIVES
41(1)
THE SERVICE CULTURE
41(1)
CHARACTERISTICS OF SERVICE MARKETING
42(2)
Intangibility
42(1)
Inseparability
43(1)
Variability
43(1)
Perishability
43(1)
MANAGEMENT STRATEGIES FOR SERVICE BUSINESSES
44(6)
Managing Differentiation
46(1)
Managing Service Quality
46(3)
Tangibilizing the Product
49(1)
MARKETING HIGHLIGHT 2-1: RITZ-CARLTON: TAKING CARE OF THOSE WHO TAKE CARE OF CUSTOMERS
50(10)
Managing the Physical Surroundings
52(1)
Stress Advantages of Nonownership
53(1)
"Greening" of the Hospitality Industry
54(1)
Managing Employees as Part of the Product
54(1)
Points-of-Encounter
55(2)
Managing Perceived Risk
57(1)
Managing Capacity and Demand
57(2)
Managing Consistency
59(1)
OVERVIEW OF SERVICE CHARACTERISTICS: THE SERVUCTION MODEL
60(2)
Chapter Review
62(1)
Discussion Questions
63(1)
References
64(3)
3 The Role of Marketing in Strategic Planning
67(34)
CHAPTER OBJECTIVES
69(3)
NATURE OF HIGH-PERFORMANCE BUSINESS
72(3)
Stakeholders
72(1)
Processes
73(1)
Resources
74(1)
Organization
74(1)
CORPORATE STRATEGIC PLANNING
75(2)
Defining the Corporate Mission
75(2)
MARKETING HIGHLIGHT 3-1
77(9)
Establishing Strategic Business Units
79(1)
Assigning Resources to Each SBU
80(3)
Planning New Businesses
83(3)
BUSINESS STRATEGY PLANNING
86(7)
Business Mission
86(1)
External Environmental Analysis (Opportunity and Threat Analysis)
86(1)
Internal Environmental Analysis (Strengths-Weaknesses Analysis)
87(2)
Goal Formulation
89(1)
Strategy Formulation
90(2)
Program Formulation
92(1)
Implementation
92(1)
Feedback and Control
92(1)
UNIQUE CHALLENGES OF THE HOTEL INDUSTRY
93(1)
Chapter Review
94(3)
Discussion Questions
97(1)
References
98(3)
4 The Marketing Environment
101(38)
CHAPTER OBJECTIVES
104(1)
THE COMPANY'S MICRO-ENVIRONMENT
104(2)
The Company
104(1)
Suppliers
105(1)
Marketing Intermediaries
105(1)
THE COMPANY'S MACROENVIRONMENT
106(7)
Competitors
107(2)
Demographic Environment
109(4)
MARKETING HIGHLIGHT 4-1: DAYS INN TARGETS SENIOR EMPLOYEES
113(16)
Economic Environment
117(2)
Natural Environment
119(3)
Technological Environment
122(1)
Political Environment
123(5)
Cultural Environment
128(1)
MARKETING HIGHLIGHT 4-3: POPCORN'S CULTURAL TRENDS
129(3)
THE ENVIRONMENTAL FACTORS ARE LINKED
132(1)
RESPONDING TO THE MARKETING ENVIRONMENT
133(1)
Chapter Review
134(2)
Discussion Questions
136(1)
References
136(3)
5 Marketing Information Systems and Marketing Research
139(38)
CHAPTER OBJECTIVES
141(1)
THE MARKETING INFORMATION SYSTEM
142(1)
ASSESSING INFORMATION NEEDS
143(1)
DEVELOPING INFORMATION
143(19)
Internal Records
143(5)
Marketing Intelligence
148(3)
Marketing Research
151(1)
Marketing Research Process
152(10)
MARKETING HIGHLIGHT 5-1: A "QUESTIONABLE" QUESTIONNAIRE
162(6)
Information Analysis
167(1)
Distributing Information
167(1)
MARKETING HIGHLIGHT 5-2: RESEARCH PROBLEM AREAS
168(2)
International Marketing Research
169(1)
MARKETING HIGHLIGHT 5-3: THE INTERNET: A GREAT SOURCE OF MARKETING INFORMATION
170(1)
MARKETING RESEARCH IN SMALLER ORGANIZATIONS
171(1)
MARKETING HIGHLIGHT 5-4: MARKETING RESEARCH IN SMALL BUSINESS
172(1)
Chapter Review
172(2)
Discussion Questions
174(1)
References
175(2)
6 Consumer Markets and Consumer Buying Behavior
177(34)
CHAPTER OBJECTIVES
179(1)
A MODEL OF CONSUMER BEHAVIOR
180(1)
PERSONAL CHARACTERISTICS AFFECTING CONSUMER BEHAVIOR
181(7)
Cultural Factors
181(2)
Social Factors
183(3)
Personal Factors
186(2)
MARKETING HIGHLIGHT 6-1: SENIOR CONSUMERS
188(11)
Psychological Factors
194(5)
CONSUMER INVOLVEMENT IN THE BUYING DECISION
199(2)
THE BUYER DECISION PROCESS
201(4)
Need Recognition
201(1)
Information Search
202(1)
Evaluation of Alternatives
203(1)
Purchase Decision
203(1)
Postpurchase Behavior
204(1)
MARKETING HIGHLIGHT 6-2: UNIQUE ASPECTS OF HOSPITALITY AND TRAVEL CONSUMERS
205(1)
Chapter Review
206(2)
Discussion Questions
208(1)
References
209(2)
7 Organizational Buyer Behavior of Group Market
211(26)
CHAPTER OBJECTIVES
213(1)
THE ORGANIZATIONAL BUYING PROCESS
213(1)
Market Structure and Demand
213(1)
Nature of the Buying Unit
213(1)
Types of Decisions and the Decision Process
214(1)
PARTICIPANTS IN THE ORGANIZATIONAL BUYING PROCESS
214(1)
MAJOR INFLUENCES ON ORGANIZATIONAL BUYERS
215(2)
Environmental Factors
216(1)
Organizational Factors
216(1)
Interpersonal Factors
217(1)
Individual Factors
217(1)
ORGANIZATIONAL BUYING DECISIONS
217(2)
1. Problem Recognition
217(1)
2. General Need Description
217(1)
3. Product Specification
218(1)
4. Supplier Search
218(1)
5. Proposal Solution
218(1)
6. Supplier Selection
218(1)
7. Order-Routine Specification
219(1)
8. Performance Review
219(1)
GROUP BUSINESS MARKETS
219(9)
Conventions
220(3)
Association Meetings
223(1)
Corporate Meetings
224(3)
Smerf
227(1)
Segmentation of Group Markets by Purpose of the Meeting
227(1)
DEALING WITH MEETING PLANNERS
228(3)
THE CORPORATE ACCOUNT AND CORPORATE TRAVEL MANAGER
231(2)
The Corporate Travel Manager
232(1)
Chapter Review
233(1)
Discussion Questions
234(1)
References
235(2)
8 Market Segmentation, Targeting, and Positioning
237(34)
CHAPTER OBJECTIVES
239(1)
MARKETS
239(1)
MARKET SEGMENTATION
240(11)
Geographic Segmentation
241(2)
Demographic Segmentation
243(2)
Psychographic Segmentation
245(2)
Behavior Segmentation
247(3)
Requirements for Effective Segmentation
250(1)
MARKET TARGETING
251(1)
Evaluating Market Segments
251(1)
MARKETING HIGHLIGHT 8-1: RESTAURANT CHAIN TARGETS HISPANIC CONSUMERS
252(4)
Selecting Market Segments
253(2)
Choosing a Market-Coverage Strategy
255(1)
MARKETING HIGHLIGHT 8-2: THE BUSINESS TRAVELER
256(1)
POSITIONING FOR A COMPETITIVE ADVANTAGE
256(10)
Market Positioning
256(2)
Positioning Strategies
258(1)
Choosing and Implementing a Positioning Strategy
259(1)
Positioning Measurement: Perceptual Mapping
260(1)
Product Differentiation
261(2)
Selecting the Right Competitive Advantages
263(2)
Communicating and Delivering the Chosen Position
265(1)
Chapter Review
266(2)
Discussion Questions
268(1)
References
268(3)
9 Designing and Managing Products
271(44)
CHAPTER OBJECTIVES
273(1)
WHAT IS A PRODUCT?
273(1)
PRODUCT LEVELS
274(3)
Core Product
274(1)
Facilitating Products
275(1)
Supporting Products
275(1)
Augmented Product
276(1)
PRODUCT ISSUES
277(6)
Accessibility
277(1)
Atmosphere: The Physical Environment
277(2)
Customer Interaction with the Service Delivery System
279(2)
Customer Interaction with Other Customers
281(1)
Customer Participation
281(2)
BRAND DECISIONS
283(6)
Dual Branding
284(1)
Conditions that Support Branding
284(5)
MARKETING HIGHLIGHT 9-1
289(1)
NEW PRODUCT DEVELOPMENT
290(11)
Idea Generation
291(3)
Idea Screening
294(1)
Concept Development and Testing
294(3)
Marketing Strategy
297(1)
Business Analysis
297(2)
Product Development
299(1)
Test Marketing
299(1)
Commercialization
300(1)
MARKETING HIGHLIGHT 9-2: RADISSON HOTELS DEVELOPS ITS OWN PIZZA COMPANY AS A COMPETITIVE MOVE
301(1)
PRODUCT DEVELOPMENT THROUGH ACQUISITION
301(1)
PRODUCT-LIFE-CYCLE STRATEGIES
302(1)
MARKETING HIGHLIGHT 9-3: RESTAURANTS AND HOTELS DEVELOP NEW PRODUCT IDEAS
303(5)
Introduction Stage
305(1)
Growth Stage
306(1)
Maturity Stage
306(2)
Decline Stage
308(1)
PRODUCT DELETION
308(2)
Chapter Review
310(2)
Discussion Questions
312(1)
References
313(2)
10 Internal Marketing
315(28)
CHAPTER OBJECTIVES
317(1)
INTERNAL MARKETING
317(3)
Employee Satisfaction and Customer Satisfaction Are Linked
319(1)
THE INTERNAL MARKETING PROCESS
320(16)
Establishment of a Service Culture
320(5)
Development of a Marketing Approach to Human Resource Management
325(3)
The Importance of Initial Training
328(5)
Dissemination of Marketing Information to Employees
333(3)
MARKETING HIGHLIGHT 10-1: WALT DISNEY ENTERPRISES: A HIGHLY RESPONSIVE ORGANIZATION
336(1)
Implementation of a Reward and Recognition System
336(1)
NONROUTINE TRANSACTIONS
337(2)
Chapter Review
339(1)
Discussion Questions
340(1)
References
340(3)
11 Building Customer Loyalty through Quality
343(58)
CHAPTER OBJECTIVES
345(1)
DEFINING CUSTOMER VALUE AND SATISFACTION
346(4)
Customer Delivered Value
346(2)
Customer Satisfaction
348(2)
MARKETING HIGHLIGHT 11-1: TRACKING CUSTOMER SATISFACTION
350(2)
Customer Satisfaction versus Customer Loyalty
351(1)
RELATIONSHIP MARKETING
352(3)
RETAINING CUSTOMERS
355(5)
Cost of Lost Customers
356(1)
Resolving Customer Complaints
357(3)
THE ULTIMATE TEST: CUSTOMER PROFITABILITY
360(1)
THE LINE BETWEEN MARKETING AND QUALITY
361(1)
WHAT IS QUALITY?
362(2)
BENEFITS OF SERVICE QUALITY
364(3)
Retaining Customers
364(2)
Avoidance of Price Competition
366(1)
Retention of Good Employees
366(1)
Reduction of Costs
367(1)
DEVELOPING A SERVICE QUALITY PROGRAM
367(3)
1. Supply Strong Leadership
367(1)
2. Integrate Marketing throughout the Organization
368(1)
3. Understand the Customer
368(1)
4. Understand the Business
369(1)
5. Apply Operational Fundamentals
369(1)
6. Leverage the Freedom Factor
369(1)
7. Use Appropriate Technology
369(1)
8. Practice Good Human Resource Management
370(1)
9. Set Standards, Measure Performance, and Establish Incentives
370(1)
10. Feed Back the Results to the Employees
370(1)
CAPACITY AND DEMAND MANAGEMENT
370(12)
Managing Capacity
371(4)
Managing Demand
375(7)
Chapter Review
382(2)
Discussion Questions
384(1)
References
385(1)
APPENDIX A: THE FIVE-GAP MODEL OF SERVICE QUALITY
386(4)
Gap 1: Consumer Expectations versus Management Perception
386(2)
Gap 2: Management Perception versus Service Quality Specifications
388(1)
Gap 3: Service Quality Specifications versus Service Delivery
389(1)
Gap 4: Service Delivery versus External Communications
389(1)
Gap 5: Expected Service versus Perceived Service
390(1)
APPENDIX B: FORECASTING MARKET DEMAND
390(11)
Defining the Market
390(3)
Measuring Current Market Demand
393(2)
Forecasting Future Demand
395(6)
12 Pricing Products: Pricing Considerations, Approaches, and Strategy
401(48)
CHAPTER OBJECTIVES
403(1)
PRICE
403(1)
FACTORS TO CONSIDER WHEN SETTING PRICES
404(15)
Internal Factors Influencing Pricing Decisions
404(5)
External Factors Affecting Pricing Decisions
409(10)
MARKETING HIGHLIGHT 12-1: ASPEN SKIING COMPANY KNOWS OUT-OF-STATE VISITORS ARE LESS PRICE SENSITIVE
419(2)
MARKETING HIGHLIGHT 12-2: PRICE FIXING
421(1)
GENERAL PRICE APPROACHES
422(5)
Cost-Based Pricing
422(1)
Break-Even Analysis and Target Profit Pricing
423(2)
Buyer-Based Pricing
425(1)
Competition-Based Pricing
426(1)
PRICING STRATEGIES
427(10)
New-Product Pricing Strategies
427(1)
Existing-Product Pricing Strategies
428(7)
Psychological Pricing
435(1)
Promotional Pricing
436(1)
OTHER PRICING CONSIDERATIONS
437(1)
Price Spread Effect
437(1)
Price Points
438(1)
PRICE CHANGES
438(4)
Initiating Price Changes
438(1)
Initiating Price Cuts
438(1)
Initiating Price Increases
439(1)
Buyer Reactions to Price Changes
440(1)
Competitor Reactions to Price Changes
440(1)
Trade Ally Reactions to Price Changes
441(1)
Responding to Price Changes
441(1)
Chapter Review
442(3)
Discussion Questions
445(1)
References
446(3)
13 Distribution Channels
449(38)
CHAPTER OBJECTIVES
451(1)
NATURE AND IMPORTANCE OF DISTRIBUTION SYSTEMS
451(1)
NATURE OF DISTRIBUTION CHANNELS
452(3)
Why Are Marketing Intermediaries Used?
452(1)
Distribution Channel Functions
453(1)
Number of Channel Levels
454(1)
MARKETING INTERMEDIARIES
455(3)
Travel Agents
455(2)
Tour Wholesalers
457(1)
MARKETING HIGHLIGHT 13-1: TOP TEN IDEAS FOR WORKING WITH TRAVEL AGENTS
458(7)
Specialists: Tour Brokers, Motivational Houses, and Junket Reps
459(1)
Hotel Representatives
460(1)
National, State, and Local Tourist Agencies
460(1)
Consortia and Reservation Systems
460(1)
Global Distribution Systems
461(2)
Internet
463(1)
Concierges
464(1)
CHANNEL BEHAVIOR AND THE ORGANIZATION
465(1)
Channel Behavior
465(1)
MARKETING HIGHLIGHT 13-2: THE HILTON MODEL
466(9)
Channel Organization
467(8)
SELECTING CHANNEL MEMBERS
475(3)
Customer Needs
475(1)
Attracting Channel Members
476(1)
Evaluating Major Channel Alternatives
476(2)
RESPONSIBILITIES OF CHANNEL MEMBERS AND SUPPLIERS
478(1)
BUSINESS LOCATION
478(3)
Chapter Review
481(2)
Discussion Questions
483(1)
References
484(3)
14 Promoting Products: Communication and Promotion Policy
487(28)
CHAPTER OBJECTIVES
489(1)
STEPS IN DEVELOPING EFFECTIVE COMMUNICATION
490(14)
Identifying the Target Audience
491(1)
Determining the Response Sought
492(4)
Choosing a Message
496(3)
Choosing Media
499(3)
Selecting the Message Source
502(1)
Collecting Feedback
503(1)
SETTING THE TOTAL PROMOTION BUDGET AND MIX
504(6)
Setting the Total Promotion Budget
504(2)
Setting the Promotion Mix
506(2)
Factors in Setting the Promotion Mix
508(2)
Chapter Review
510(2)
Discussion Questions
512(1)
References
512(3)
15 Promoting Products: Advertising, Direct Marketing, and Sales Promotion
515(46)
CHAPTER OBJECTIVES
517(1)
ADVERTISING
517(1)
MAJOR DECISIONS IN ADVERTISING
518(1)
Setting the Objectives
518(1)
MARKETING HIGHLIGHT 15-1: HOW DOES AN ADVERTISING AGENCY WORK?
519(17)
Setting the Advertising Budget
522(2)
Message Decisions
524(7)
Media Decisions
531(5)
MARKETING HIGHLIGHT 15-2: AN EMERGING ADVERTISING MEDIUM: THE WORLD WIDE WEB
536(1)
MARKETING HIGHLIGHT 15-3: ASSOCIATION ADVERTISING
537(3)
Campaign Evaluation
538(2)
DIRECT MARKETING
540(6)
Reasons for Growth of Direct Marketing
541(2)
Telemarketing
543(1)
Relationship Marketing
543(1)
Development of Integrated Direct Marketing
544(1)
Developing a Marketing Database System
545(1)
SALES PROMOTION
546(1)
Setting Sales-Promotion Objectives
546(1)
MARKETING HIGHLIGHT 15-4: THE TELLER HOUSE USES DATABASE MARKETING TO THRIVE WHILE OTHERS FAIL
547(8)
Selecting Sales-Promotion Tools
547(6)
Developing the Sales-Promotion Program
553(1)
Pretesting and Implementing the Plan
554(1)
Evaluating the Results
554(1)
Chapter Review
555(2)
Discussion Questions
557(1)
References
557(4)
16 Promoting Products: Public Relations
561(30)
CHAPTER OBJECTIVES
563(1)
PUBLIC RELATIONS
563(1)
MAJOR ACTIVITIES OF PR DEPARTMENTS
564(2)
Press Relations
564(1)
Product Publicity
564(1)
Corporate Communication
564(1)
Lobbying
564(1)
Counseling
564(2)
MARKETING HIGHLIGHT 16-1: TACO BELL PROVIDED EXAMPLE OF CREATIVE PUBLICITY
566(1)
PUBLICITY
566(2)
Product-Related Publicity
566(1)
Corporate Communication
567(1)
MARKETING HIGHLIGHT 16-2: SINGAPORE SUNTEC CENTRE
568(3)
THE PUBLIC RELATIONS PROCESS
571(4)
Research
571(1)
Establishing the Marketing Objectives
571(1)
Defining the Target Audience
572(1)
Choosing the PR Message and Vehicles
573(1)
Implementing the Marketing PR Plan
573(1)
Evaluating PR Results
574(1)
MAJOR TOOLS IN MARKETING PR
575(2)
Publications
575(1)
Events
575(1)
News
576(1)
Speeches
576(1)
Public Service Activities
576(1)
Identity Media
577(1)
PUBLIC RELATIONS OPPORTUNITIES FOR THE HOSPITALITY INDUSTRY
577(5)
Public Relations Opportunities for Individual Properties
577(1)
Build PR around the Owner/Operator
577(1)
Build PR around Location
578(1)
Build PR around a Product or Service
578(4)
CRISIS MANAGEMENT
582(3)
Critical Elements of Crisis Management
584(1)
LOCAL STORE MARKETING
585(1)
Chapter Review
586(2)
Discussion Questions
588(1)
References
588(3)
17 Professional Sales
591(54)
CHAPTER OBJECTIVES
593(1)
MANAGEMENT OF PROFESSIONAL SALES
593(1)
NATURE OF HOSPITALITY SALES
594(3)
SALES-FORCE OBJECTIVES
597(2)
Upselling and Second-Chance Selling
598(1)
Market Share or Market Penetration
598(1)
Product-Specific Objectives
599(1)
SALES-FORCE STRUCTURE AND SIZE
599(7)
Territorial-Structured Sales Force
600(2)
Product-Structured Sales Force
602(1)
Market-Segment-Structured Sales Force
602(1)
Market-Channel-Structured Sales Force
602(1)
Customer-Structured Sales Force
603(1)
Combination-Structured Sales Force
603(1)
Sales-Force Size
604(2)
ORGANIZING THE SALES DEPARTMENT
606(8)
Inside Sales Force
606(2)
Field Sales Force
608(1)
Salaried Sales Force
609(1)
Team Sales
610(1)
Relationship Marketing and Strategic Alliances
610(4)
RECRUITING AND TRAINING A PROFESSIONAL SALES FORCE
614(7)
Importance of Careful Selection
614(1)
What Makes a Good Sales Representative?
614(1)
Establishing a Profile of Desired Characteristics: Matching the Corporate Culture
614(1)
Matching Career Acquisitions with Corporate Objectives
615(1)
Matching Customer and Salesperson
616(1)
Recruiting Process: When to Recruit
616(1)
Applicant Rating Procedures
617(1)
Interview Process: How to Interview
617(1)
Sales-Force Training
617(1)
Types of Training Required
618(2)
Training Materials and Outside Training Assistance
620(1)
MANAGING THE SALES FORCE
621(17)
Selecting Sales Strategies
621(3)
Sales-Force Tactics: Principles of Personal Selling
624(7)
Motivating a Professional Sales Force
631(2)
Evaluation and Control of a Professional Sales Force
633(5)
Chapter Review
638(2)
Discussion Questions
640(1)
References
641(4)
18 Destination Marketing
645(30)
CHAPTER OBJECTIVES
647(1)
THE GLOBALIZATION OF THE TOURIST INDUSTRY
647(1)
IMPORTANCE OF TOURISM TO A DESTINATION'S ECONOMY
648(2)
The Tourism Destination
648(1)
Benefits of Tourism
649(1)
MARKETING HIGHLIGHT 18-1: HONG KONG HOTELS ASSOCIATION
650(2)
MARKETING HIGHLIGHT 18-2: LIFTING THE FOG
652(2)
Management of the Tourist Destination
652(1)
Sustainable Tourism
653(1)
MARKETING HIGHLIGHT 18-3: STOP THE BRUTAL MARKETING
654(1)
TOURISM STRATEGIES AND INVESTMENTS
654(3)
Investment in Tourist Attractions
656(1)
MARKETING HIGHLIGHT 18-4: GAMBLING ON CENTRAL CITY
657(1)
SEGMENTING AND MONITORING THE TOURIST MARKET
658(6)
Identifying Target Markets
660(2)
Classification of Visitor Segments
662(1)
Monitoring the Tourist Markets
663(1)
COMMUNICATING WITH THE TOURIST MARKET
664(3)
Competition for Visitors Involves Image Making
664(1)
Developing Packages of Attractions and Amenities
665(2)
ORGANIZING AND MANAGING TOURISM MARKETING
667(1)
MARKETING HIGHLIGHT 18-5: NATIONAL TOURISM ORGANIZATIONS: HOW THEY WORK
668(2)
Influencing Site Selection
670(1)
Chapter Review
670(2)
Discussion Questions
672(1)
References
672(3)
19 Next Year's Marketing Plan
675(34)
CHAPTER OBJECTIVES
677(1)
PURPOSE OF A MARKETING PLAN
677(1)
SECTION I: EXECUTIVE SUMMARY
678(1)
SECTION II: CORPORATE CONNECTION
679(1)
Relationship to Other Plans
679(1)
Marketing-Related Plans
679(1)
Corporate Direction
680(1)
SECTION III: ENVIRONMENTAL ANALYSIS AND FORECASTING
680(5)
Major Environmental Factors
680(1)
Competitive Analysis
681(1)
Market Trends
682(1)
Market Potential
682(1)
Marketing Research
683(2)
SECTION IV: SEGMENTATION AND TARGETING
685(2)
Segmentation Analysis
685(1)
Targeting
686(1)
SECTION V: NEXT YEAR'S OBJECTIVES AND QUOTAS
687(3)
Objectives
687(2)
Quotas
689(1)
Communicating the Plan
689(1)
Top Management
689(1)
Board of Directors or Group of Investors
690(1)
Subordinates
690(1)
Vendors
690(1)
Other Departments
690(1)
SECTION VI: ACTION PLANS: STRATEGIES AND TACTICS
690(6)
Sales Strategies
691(1)
Advertising and Promotion Strategies
692(2)
Pricing Strategy
694(1)
Product Strategies
695(1)
SECTION VII: RESOURCES NEEDED TO SUPPORT STRATEGIES AND MEET OBJECTIVES
696(2)
Personnel
696(1)
Equipment and Space
697(1)
Other Monetary Support
697(1)
Research, Consulting, and Training
697(1)
Miscellaneous Costs
697(1)
Budgets
697(1)
SECTION VIII: MARKETING CONTROL
698(3)
Sales Objectives
698(2)
Sales Forecast and Quotas
700(1)
Expenditures against Budget
700(1)
Periodic Evaluation of All Marketing Objectives
700(1)
Marketing Activity Timetable
700(1)
Readjustments to Marketing Plan
700(1)
SECTION IX: PRESENTING AND SELLING THE PLAN
701(1)
SECTION X: PREPARING FOR THE FUTURE
701(2)
Data Collection and Analysis
701(1)
Marketing Planning as a Tool for Growth
702(1)
Chapter Review
703(3)
Discussion Questions
706(1)
References
707(2)
Case Studies 709(60)
Glossary 769(14)
Index 783

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