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20 Cards in this Set

  • Front
  • Back

Big Emerging markets

Brazil, Russia, India and China

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.

The four characteristics of marketing

Intangibility, inseparability, heterogeneity and perishability

Services marketing triangle

Internal, external and Interative

The 4 P's and 3 additional P's

Price, place, promotion and product




people, process and physical evidence

Micro and Macro enviroments

Micro-within the company


Macro-Outside the company

Factors influencing consumer behavior

Age + gender, geography, motivation, culture, reference group, lifestyle, life cycle and social class

Typologies of tourists

dependable (pyscho), near-d, mid-d,mid-v,near-v, venture

Buying process, roles

Initiator, influencer, decider, buyer and user

Buying process, commitment levels

extended, limited and habitual

key consumer behavior trends

Spiritual, healthy, education, nostalgia, ethical, unpredictable, service quality, experience, convenience + speed and speed

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

Marketing Segmentation

Demographic, geographic, benefit, behavior and psychographic

SWOT analysis

Strength, weakness, opportunities and threats

Target market

groups of customers whose needs the organization will satisfy

Positioning

Concept:


Step 1: Product differentiation


Step 2: Competitive advantage


Step 3: Communicating the position

Research methodology

Primary vs. Secondary (Your own vs the internet)


Qualitative (feeling) vs Quantitative( numerical)

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

Effective use of marketing research

1) Sufficient resources


2) Managers willing to follow results


3) Results should be used

Applied research in Tourism

Research on:


Consumers


Products and Services


Pricing


Place and Distribution


Promotion


Competition


Operating environment


Destination