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20 Cards in this Set
- Front
- Back
Big Emerging markets |
Brazil, Russia, India and China |
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International Marketing |
Business activities to plan, price and promote the flow of goods and services to anther country. Take place in more then one country. |
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The four characteristics of marketing |
Intangibility, inseparability, heterogeneity and perishability |
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Services marketing triangle |
Internal, external and Interative |
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The 4 P's and 3 additional P's |
Price, place, promotion and product people, process and physical evidence |
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Micro and Macro enviroments |
Micro-within the company Macro-Outside the company |
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Factors influencing consumer behavior |
Age + gender, geography, motivation, culture, reference group, lifestyle, life cycle and social class |
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Typologies of tourists |
dependable (pyscho), near-d, mid-d,mid-v,near-v, venture |
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Buying process, roles |
Initiator, influencer, decider, buyer and user |
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Buying process, commitment levels |
extended, limited and habitual |
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key consumer behavior trends |
Spiritual, healthy, education, nostalgia, ethical, unpredictable, service quality, experience, convenience + speed and speed |
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Marketing planning process |
1) Mission and value statements 2) Analysis and forecasting 3) Setting goals and objectives 4) Marketing strategy 5) Tactics and Action plan 6) Resource requirements 7) Marketing control 8) Communicating the plan |
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Marketing Segmentation |
Demographic, geographic, benefit, behavior and psychographic |
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SWOT analysis |
Strength, weakness, opportunities and threats |
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Target market |
groups of customers whose needs the organization will satisfy |
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Positioning |
Concept: Step 1: Product differentiation Step 2: Competitive advantage Step 3: Communicating the position |
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Research methodology |
Primary vs. Secondary (Your own vs the internet) Qualitative (feeling) vs Quantitative( numerical) |
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Research process |
1) Identify and define the problem 2) Investigate available sources 3) Develop the Research Plan 4) Collect data 5) Analyze data 6) Present research results |
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Effective use of marketing research |
1) Sufficient resources 2) Managers willing to follow results 3) Results should be used |
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Applied research in Tourism |
Research on: Consumers Products and Services Pricing Place and Distribution Promotion Competition Operating environment Destination |