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Preface | |
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Acknowledgments | |
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About the Authors | |
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Introduction | |
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Marketing Executive Profile: Max and Greti Mennig | |
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Marketing in Action | |
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Quality | |
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Efficiency | |
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Customer Responsiveness | |
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Innovation | |
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Size | |
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References | |
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Introduction to Hospitality Marketing | |
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The Concept of Marketing | |
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Marketing Executive Profile: Michael A. Leven | |
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Marketing in Action | |
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Foundations and Practices | |
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The Concept of Marketing | |
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The Purpose of a Business | |
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The Twofold Purpose of Marketing | |
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Solving Customers' Problems | |
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Management Orientations | |
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Operations Orientation | |
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Product/Service Orientation | |
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Selling Orientation | |
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Bottom-Line Orientation | |
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Marketing Orientation | |
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Marketing Leadership | |
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Opportunity | |
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Planning | |
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Control | |
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Marketing Is Everything | |
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Summary | |
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Key Terms | |
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Discussion Questions | |
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Group Projects | |
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References | |
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Marketing Services and the Hospitality Experience | |
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Marketing Executive Profile: Gary Leopold | |
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Marketing in Action | |
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Services versus Goods | |
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What Distinguishes the Marketing of Services? | |
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Intangibility | |
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Perishability | |
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Heterogeneity | |
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Simultaneity of Production and Consumption | |
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The Hospitality Product | |
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Other Aspects of the Service Component | |
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Components of the Hospitality Product | |
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Physical Product | |
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Service Environment | |
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The Service Product | |
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Service Delivery | |
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The Interrelationships of the Different Components | |
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Experience: The Result of Purchasing a Service | |
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Service Quality and Service Gaps | |
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Potential Gaps in Hospitality Service | |
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The Dimensions of Service Quality | |
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Zone of Tolerance | |
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International Gaps | |
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Summary | |
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Key Terms | |
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Discussion Questions | |
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Group Projects | |
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References | |
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The Marketing Mix and the Product/Service Mix | |
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Marketing Executive Profile: Peter Warren | |
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Marketing in Action | |
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The Four Ps | |
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The Seven Ps | |
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The 13 Cs | |
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The Hospitality Marketing Mix | |
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The Product/Service Mix | |
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The Presentation Mix | |
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The Pricing Mix | |
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The Communications Mix | |
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The Distribution Mix | |
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The Hospitality Product/Service Mix | |
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Designing the Hospitality Product | |
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The Formal Product | |
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The Core Product | |
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The Augmented Product | |
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The Complexity of the Product/Service Mix | |
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Standard Products | |
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Standard Products with Modifications | |
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Customized Products | |
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The International Product/Service | |
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Making the Product Decision | |
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The Product Life Cycle | |
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The Nature of Product Life Cycles | |
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Stages of the Product Life Cycle | |
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Locating Products in their Life Cycles | |
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Developing New Products and Services | |
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What Succeeds? | |
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Summary | |
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Key Terms | |
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Discussion Questions | |
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Group Projects | |
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References | |
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Relationship/Loyalty Marketing | |
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Marketing Executive Profile: Adam Burke | |
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Marketing in Action | |
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What Relationship/Loyalty Marketing Is and What It Is Not | |
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The Need for Relationship/Loyalty Marketing | |
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The Lifetime Value of a Customer | |
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Examining Customers Through the Stages of Their Life Cycles with the Firm | |
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Building Loyalty | |
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The Evolution of Customer Loyalty | |
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The Loyalty Circle | |
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Frequent Guest Programs and Loyalty Programs | |
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What Frequency Programs Don't Do | |
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What Makes Frequency Programs Work? | |
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Customer Complaints and Service Recovery | |
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Employee Relationship Marketing or Internal Marketing | |
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Management Practices | |
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Noncontact Employees | |
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The Internal Marketing Concept | |
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The Past and Future of Relationship/Customer Loyalty Marketing | |
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Summary | |
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Key Terms | |
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Discussion Questions | |
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Group Projects | |
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References | |
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Marketing to Build a Competitive Advantage | |
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Strategic Marketing | |
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Marketing Executive Profile: Christian Hempell | |
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Marketing in Action | |
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Strategic Marketing versus Marketing Management | |
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Strategy | |
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Strategic Leadership | |
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Strategic Marketing | |
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The Concept of Strategy | |
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Strategic Planning | |
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The Role of Strategic Planning | |
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The Levels of Strategic Planning | |
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Emergent Strategies | |
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Understanding the Environment | |
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Types of Environments | |
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Technological Environment | |
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Political Environment | |
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Economic Environment | |
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Sociocultural Environment | |
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Natural Environment | |
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Summary | |
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Key Terms | |
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Discussion Questions | |
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Group Projects | |
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References | |
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The Strategic Marketing System and Marketing Objectives | |
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Marketing Executive Profile: Bruce Himelstein | |
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Marketing in Action | |
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The Mission Statement | |
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Master Marketing Strategy | |
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Situational Analysis | |
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Using the Strategic Marketing Systems Model | |
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Objectives and Master Strategies | |
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Business Strategies | |
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Target Market Strategy | |
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Product Strategy | |
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Competitive Strategy | |
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Market Strategy | |
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Positioning Strategy | |
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Functional Strategies | |
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Product/Service Strategy | |
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Presentation Strategy | |
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Pricing Strategy | |
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Communication Strategy | |
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Distribution Strategy | |
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Feedback Loops | |
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Strategy Selection | |
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Why Strategic Plans Fail | |
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Summary | |
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Key Terms | |
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Discussion Questions | |
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Group Projects | |
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References | |
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The Marketplace | |
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Understanding Individual Customers | |
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Marketing Executive Profile: Tom Storey | |
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Marketing in Action | |
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Characteristics of Customers | |
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Needs and Wants | |
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Application of the Theories | |
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The Buying Decision Process | |
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Needs, Wants, and Problems | |
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Search Process | |
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Stimuli Selection | |
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Perceptions | |
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Reality Is Perception | |
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Beliefs | |
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Alternative Evaluation | |
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Attitudes | |
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Alternative Comparison | |
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Expectations | |
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Choice Intentions | |
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Behavior | |
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Perception versus Reality | |
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Outcomes-Satisfaction or Dissatisfaction | |
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Types of Hospitality Customers | |
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Business Travelers | |
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Pleasure Travelers | |
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Resort Market | |
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The Package Market | |
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Mature Travelers | |
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International Travelers | |
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Free Independent Travelers (FITs) | |
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Summary | |
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Key Terms | |
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Discussion Questions | |
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Group Projects | |
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References | |
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Understanding Organizational Customer | |
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Marketing Executive Profile: Charlotte St. Martin | |
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Marketing in Action | |
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The Generic Organizational Market | |
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Meeting Planners | |
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Planning the Event | |
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Buy Time | |
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Assess the Needs | |
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Setting Measurable Goals | |
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Developing a Plan | |
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Resolving Conflicts | |
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Executing the Meeting | |
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Evaluating the Results | |
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The Corporate Travel Market | |
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Knowing the Volume | |
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Understanding Travel Patterns | |
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Controlling Costs | |
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The Corporate Meetings Market | |
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Conference Centers | |
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The Incentive Market | |
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Association, Convention, and Trade Show Markets | |
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Convention Centers and Convention and Visitors Bureaus | |
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The Airline Crew Market | |
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The SMERF and Government Markets | |
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The Group Tour and Travel Market | |
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Motorcoach Tour Travelers | |
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Summary | |
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Key Terms | |
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Discussion Questions | |
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Group Projects | |
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References | |
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The Tourist Customer and the Tourism Destination | |
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Marketing Executive Profile: Vincent Vanderpool-Wallace | |
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Marketing in Action | |
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Importance of Travel and Tourism | |
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Local Residents' Attitudes toward Tourism | |
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The Role of NTOs | |
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How Hotels and Tourist Destinations Work Together | |
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Destination Marketing Strategy | |
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Macro Environment | |
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Economic Environment | |
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Technological Environment | |
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Political/Legal Environment | |
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Sociocultural Environment | |
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Ecological Environment | |
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Demographic Environment | |
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Competitors: Rivalry among Destinations | |
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Segmenting the Tourist Market | |
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Communicating with the Tourist Market | |
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Importance of Image Promotion | |
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Travelers' Information Search Behavior | |
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Familiarity | |
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Expertise | |
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Summary | |
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Key Terms | |
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Discussion Questions | |
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Group Projects | |
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References | |
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Situational Analysis | |
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Understanding Competition | |
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Marketing Executive Profile: Hirohide Abe | |
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Marketing in Action | |
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Macrocompetition | |
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Marketing Threats | |
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Microcompetition | |
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Choosing the Right Competition | |
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Competitive Intensity | |
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Competitive Intelligence | |
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Market Share | |
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REVPAR | |
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Yield Index | |
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REVPOR | |
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REVPAC | |
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Internet REVPAR | |
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Purchased Data | |
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Restaurant Comparisons | |
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Customer Satisfaction Index | |
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Perceptual Mapping | |
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Types and Objectives of Competitive Intelligence | |
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Competitive Analysis | |
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Competitive Marketing | |
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Finding Marketing Opportunities | |
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Feasibility Studies | |
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Summary | |
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Key Terms | |
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Discussion Questions | |
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Group Projects | |
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References | |
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Marketing Intelligence and Research | |
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Marketing Executive Profile: Dennis A. Marzella | |
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Marketing in Action | |
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Designing the Marketing Information System | |
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Collecting External Information and Public Domain Research | |
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Gathering Internal Information | |
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How Marketing Intelligence Can Be Used | |
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Assessment of Area-Wide Demand | |
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Product (Property) Research | |
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Environmental Scanning | |
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Customer Research | |
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Formal Marketing Research | |
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Proprietary Research | |
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Qualitative Research | |
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Quantitative Research | |
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Research Design | |
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Research Purpose | |
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Research Problem | |
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Research Objectives | |
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What We Expect to Know | |
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Research Method | |
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Reliability and Validity | |
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Reliability | |
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Validity | |
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Customer Satisfaction Research | |
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Program Measurement | |
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Summary | |
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Key Terms | |
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Discussion Questions | |
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Group Projects | |
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References | |
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Functional Strategies | |
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Differentiation, Segmentation, and Target Marketing | |
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Marketing Executive Profile: David W. Norton | |
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Marketing in Action | |
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Differentiation | |
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Basis of Differentiation | |
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Differentiation of Intangibles | |
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Differentiation as a Marketing Tool | |
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Differentiation-of Anything | |
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Market Segmentation | |
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Which Comes First-Differentiation or Segmentation? | |
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The Process of Market Segmentation | |
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Tailoring the Product to the Wants and Needs of the Target Market | |
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Segmentation Variables | |
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Geographic Segmentation | |
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Demographic Segmentation | |
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Psychographic Segmentation | |
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Usage Segmentation | |
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Benefit Segmentation | |
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Price Segmentation | |
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International Segmentation | |
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Tine-Tuning Segments | |
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Globalization of Markets | |
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Segmentation Strategies | |
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Target Marketing | |
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Mass Customization | |
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Summary | |
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Key Terms | |
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Discussion Questions | |
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Group Projects | |
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References | |
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Branding and Market Positioning | |
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Marketing Executive Profile: John Griffin | |
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Marketing in Action | |
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Salience, Determinance, and Importance | |
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Salience | |
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Determinance | |
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Importance | |
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Objective Positioning | |
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Subjective Positioning | |
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Tangible Positioning | |
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Intangible Positioning | |
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Effective Positioning | |
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Positioning's Vital Role | |
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Repositioning | |
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The Art of Repositioning | |
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Developing Positioning Strategies | |
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Competitive Positioning | |
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Internal Positioning Analysis | |
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Branding and Positioning | |
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Hotel Restaurant Branding | |
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Multiple Brands and Product Positioning | |
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Summary | |
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Key Terms | |
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Discussion Questions | |
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Group Projects | |
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References | |
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The Hospitality Pricing Mix | |
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Marketing Executive Profile: John Shields | |
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Marketing in Action | |
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The Basis of Pricing | |
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Pricing Practices | |
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Hotel Room Pricing | |
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Restaurant Pricing | |
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What Is Price? | |
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Pricing as One of the Seven Ps | |
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Types of Costs | |
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Cost-Based Pricing | |
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Cost-Plus Pricing | |
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Cost Percentage or Markup Pricing | |
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Break-Even Pricing | |
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Contribution Margin Pricing | |
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$1 per Thousand Pricing | |
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Value-Based Pricing | |
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The Components of Value | |
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Prospect Theory | |
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Reference Pricing | |
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Psychological Pricing | |
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Veblen Effects | |
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Value Added Service Pricing | |
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Pricing Objectives | |
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Financial Objectives | |
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Volume Objectives | |
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Customer Objectives | |
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Determining Price | |
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Market Demand Pricing | |
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Price Customization and Revenue Management | |
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What Revenue Management Is | |
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Revenue Management Practices | |
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Benefits of Revenue Management | |
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Why Revenue Management Works | |
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International Pricing | |
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Pricing across Multiple Channels of Distribution | |
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The Last Word on Pricing | |
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Summary | |
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Key Terms | |
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Discussion Questions | |
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Group Projects | |
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References | |
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The Communications Mix: Advertising | |
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Marketing Executive Profile: Larry Tolpin | |
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Marketing in Action | |
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The Communications Mix | |
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Communications Strategy | |
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To Whom to Say It | |
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Why to Say It | |
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What to Say | |
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How to Say It | |
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How Often to Say It | |
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Where to Say It | |
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Research for the Communications Mix | |
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Where Are We Now? | |
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Why Are We There? | |
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Where Could We Be? | |
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How Can We Get There? | |
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Are We Getting There? | |
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Push/Pull Strategies | |
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Word-of-Mouth Communication | |
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Budgeting the Communications Mix | |
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Advertising | |
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Roles of Advertising | |
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What Advertising Should Accomplish | |
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Use of Advertising Today | |
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Evaluating Advertising | |
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Collateral | |
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Summary | |
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Key Terms | |
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Discussion Questions | |
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Group Projects | |
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The Communications Mix: Sales Promotions, Merchandising, Public Relations and Publicity | |
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Marketing Executive Profile: Jennifer Ploszaj | |
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Marketing in Action | |
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Principles and Practices of Sales Promotions | |
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Sales Promotions and Marketing Needs | |
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Guidelines for Sales Promotions | |
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Be Single-Minded | |
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Define the Target Market | |
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Decide Specifically What You Want to Promote | |
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Decide the Best Way to Promote It | |
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Make Sure You Can Fulfill the Demand | |
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Make Sure Reality Meets Expectations | |
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Communicate Your Promotion and All Related Aspects to the Market | |
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Communicate the Promotion to Your Employees | |
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Measure the Results | |
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Developing Sales Promotions | |
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Designing the Successful Sales Promotion | |
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Identify the Gap | |
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Design the Sales Promotion | |
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Analyze the Competition | |
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Allocate the Resources | |
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Establish Goals | |
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Research the Promotion | |
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Understand the Break-Even Point | |
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Execute the Sales Promotion | |
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Evaluate the Sales Promotion | |
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Principles and Practices of Merchandising | |
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Basic Rules of Merchandising | |
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Purpose | |
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Compatibility and Consistency | |
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Practicality | |
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Visibility | |
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Simplicity | |
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Knowledgeable Employees | |
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Examples of Good Merchandising | |
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Public Relations and Publicity | |
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Public Relations (PR) | |
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Publicity | |
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Summary | |
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Key Terms | |
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Discussion Questions | |
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Group Projects | |
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References | |
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The Communications Mix: Personal Selling | |
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Marketing Executive Profile: David Green | |
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Marketing in Action | |
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The Sales Process | |
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Prospecting | |
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Qualifying Prospects | |
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Probing | |
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Benefits and Features | |
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Customer Attitudes | |
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Closing | |
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Follow-Up | |
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Sales Management | |
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Account Management | |
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Sales Action Plan | |
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Organization of the Sales Team | |
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Product Line Management | |
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Development of Personnel | |
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Ethics | |
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Motivation | |
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Sales and Operations | |
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Summary | |
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Key Terms | |
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Discussion Questions | |
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Group Projects | |
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References | |
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Hospitality Distribution Systems: Bringing the Product to the Customer | |
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Marketing Executive Profile: Jens Thraenhart | |
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Marketing in Action | |
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How Distribution Channels Work | |
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Branded Hospitality Companies | |
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Franchises | |
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Reservation Services | |
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Representation Firms | |
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Channels for Manufactured Goods | |
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Channels for Hospitality Firms | |
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Structure of Distribution | |
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Distribution and the Building Blocks of Competitive Advantage | |
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Ownership of Facilities | |
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Management and Ownership of One Facility or Multiple Facilities | |
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Management without Ownership | |
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Franchising | |
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Franchise Support | |
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The Future of Franchising | |
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Strategic Alliances | |
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Restaurant Distribution | |
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Summary | |
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Key Terms | |
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Discussion Questions | |
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Group Projects | |
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References | |
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Channels of Distribution: Bringing the Customer to the Product | |
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Marketing Executive Profile: Spencer Rascoff | |
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Marketing in Action | |
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Hospitality Channels of Distribution | |
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Consortium | |
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Incentive Travel Organizations | |
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Traditional Offline Travel Agents | |
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Central Reservation Systems | |
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Global Distribution Systems (GDS) | |
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Tour Operators/Discount Brokers/Consolidators/Wholesalers | |
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Corporate Travel Departments and Travel Management Companies | |
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Destination Management Organizations | |
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Internet Channel Intermediaries | |
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Future Challenges of Online Distribution | |
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Promotional Tie-Ins | |
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Selecting the Channel of Distribution | |
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International Markets | |
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Channel Management | |
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Relationships among Channels | |
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Evaluation of the Channel | |
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Motivation | |
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Recruitment | |
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Summary | |
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Key Terms | |
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Discussion Questions | |
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Group Projects | |
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References | |
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Interactive Marketing: Internet and Database Marketing | |
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Marketing Executive Profile: John Springer-Miller | |
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Marketing in Action | |
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The First Generation of Electronic Marketing (E-Marketing) | |
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The Role of the Internet in Transforming Marketing | |
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An Overview of Hospitality Website Design | |
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Managing Customer Information | |
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Database Marketing | |
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Database Marketing Components | |
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Using the Database | |
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Ways to Use the Database | |
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Summary | |
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Key Terms | |
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Discussion Questions | |
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Group Projects | |
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References | |
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Synthesis | |
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The Marketing Plan | |
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Marketing Executive Profile: Terry Jicinsky | |
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Marketing in Action | |
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Requirements for a Marketing Plan | |
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Development of the Marketing Plan | |
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Data Collection | |
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External Environment | |
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Competitive Environment | |
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Internal Environment | |
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Data Analysis | |
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Environmental and Market Trend Analysis | |
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Competitive and Demand Analysis | |
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Property Needs Analysis | |
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Internal Analysis | |
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Market Analysis | |
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The Mission and Marketing Position Statement | |
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Opportunity Analysis | |
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Objectives and Methods | |
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Action Plans | |
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The Marketing Forecast | |
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The Marketing Budget | |
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Marketing Controls | |
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Summary | |
| |
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Key Terms | |
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Discussion Questions | |
| |
| |
Group Projects | |
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| |
Reference | |
| |
| |
| |
Segmenting the U.S. Travel Market According to Benefits Realized | |
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Understanding the Marketing Research Process: A Guide to Using an Outside Research Supplier | |
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Brand Positioning: An Example | |
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Revenue Management | |
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Glossary | |
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Name Index | |
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Subject Index | |
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World Maps | |
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Image Credits | |