旅游市场营销(MarketingforHospitalityandTourisn.ppt

Pricing strategies usually change as a product passes through its life cycle, and the introductory stage is especially challenging, as several options exist: 新产品的定价策略 Prestige Pricing 声望定价 Market-Skimming Pricing 撇脂定价 Descriptions Pricing Strategies tab the market must be highly price-sensitive so that a low price produces more market growth there should be economics that reduce costs as sales volume increases the low price must help keep out competition Descriptions Pricing Strategies tab Market-Penetration Pricing 市场渗透定价 已有产品定价策略 Product-Bundle Pricing - sellers combine several products and offer the bundle at a reduced price. 捆绑定价 Existing Product Pricing Strategies Pricing Strategies tab To sustain a service culture, policies must create a system that rewards and recognizes employees managers that provide good customer service. 为了维持服务文化，必须通过政策形成一种对提供了良好顾客服务的员工和管理者提供奖励和认可的系统。 Implementation of a Reward and Recognition System The Internal Marketing Process tab All staff should be informed about promotions. they should hear about promotions new products from management, not from ads meant for external customers 所有的员工都应该知道有关提升的信息。 Dissemination of Marketing Information to Employees The Internal Marketing Process tab Ongoing communication between management and employees is essential 管理者与员工之间的持续沟通是至关重要的。 Dissemination of Marketing Information to Employees The Internal Marketing Process tab Employees should be informed of involved in the selection of the uniforms they wear everyday. 在选择员工日常工作服时，应该让员工直销并参与选择过程。 Employee Involvement in Product Selection The Internal Marketing Process tab 思考题： 海南旅游业发展中的内部营销分析与思考 Cast members. 角色成员 A term used for employees. It implies that employees are part of a team that is performing for their guests. Crosstraining. 交叉培训 Training employees to do two or more jobs within the organization. Emotional labor.情绪化的雇员 The necessary involvement of the service provider’s emotions in the delivery of the service. Empo