Chapter 10

38問 • 1年前

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Who have a poor experience on an airline to particular destination may choose a different airline next time or suggest to friend and relatives that the trip was not worth while or the destination is not worth visiting.

Travelers

Places the needs and wants of the tourist for most in the mind of the marketer who seeks to provide a product or service that will satisfy those needs and wants.

Consumer Orientation

Which focuses on the satisfaction of tourist needs and wants while respecting the long term interests of the community.

Societal Orientation

Is a universally accepted way of analyzing demand.

Market Segmentation

It is the grouping together of people with similar needs and wants.

Market Segmentation

The most commonly used in present due to the ease of collecting data, the comparability of such information through census, as well as media data, and the fact that such data is easy to understand and apply.

Socioeconomic Criteria

Very successfully predictors of recreation participation.

Age and Income

That the information gained is directly related to the particular product in questions.

Product-Related Criteria

A major defect in some studies is that the information is acquired from the potential tourist that deals with general benefits obtained or, in the case of psychographic segmentation, from general attitudes about types or products and services rather than specific products and services.

Product-Related Segmentation

This segmentation technique, although expensive and difficult is useful in describing segments.

Psychographic Segmentation

It can best be used in highly-specialized and extensively developed markets to supplement the information gained from simpler analysis.

Psychographic Segmentation

May be linked to the bones of a skeleton while psychographic date is to the flesh.

Demographic Data

Considered are very important in tourism.

Geographic

Identify primary, secondary, and in some.cases tertiary markets.

Geographically Based Studies

Use geographic segmentation to determine the extent of their promotional efforts.

State and National Tourist Offices

The process of selection and the corresponding decisions to develop a marketing program suitable to meet the needs of these segments is known as?

Positioning

Useful to the markets as an additional guide on what strategies should be used in choosing, attracting, and serving target markets.

Product Life Cycle

The introductory phase of the product life cycle requires high promotional expenses and visibility.

Introduction

In this period is charactetirized by high cost, low sales volume, and an advertising program which aims to encourage primary demand.

Operation

Product or service is accepted by consumers.

Growth Period

Means that both sales and profits increase rapidly, making the market attractive to competitors.

Market Acceptance

Well established in the market place.

Mature Product

Sales increase but at a slower rate.

Maturity

Sales volume reaches its peak.

Saturation

Product or service has penetrated the market place to its highest degree.

Saturation

Advertising expenses are lower.

Decline

Data can be collected in two ways from secondary sources and from primary sources.

Collection of Data

Expensive and time consuming.

Second Method

Data is usually organized and interpreted.

Analysis of Data

This requires a great amount of skill and understanding.

Analysis of Data

Several method for reaching the goals would indicate which of the alternatives or combination of them would be best from a financial standpoint.

Cost-Benifit Analysis

After the variable and cost benefit for each are identified, it is the decided which one should be carried out by the other organizations.

Selecting Alternative and Plan Formation

Thire are methods which analyze the progress made in achieving the goals of the project.

Control Procedures

Putting into effect the plan of action and supervising it.

Plan Information

The combination of elements - products, price, promotion, and distribution that interact and complement each other to attain the objectives of the market plan.

Marketing Mix

The result of supply and demand.

Price

Influence by competition.

Price

Related to the needs of the market segment that is served.

Price

NORTH AMERICA

Lovelyn Valenzuela · 30問 · 1年前

NORTH AMERICA