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| Preface | |
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| About the Authors | |
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| Marketing the Travel Product | |
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| Understanding Marketing and Sales | |
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| Objectives | |
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| What is Marketing? | |
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| Marketing and Sales | |
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| Marketing and Sales in Travel and Tourism | |
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| Introducing the Marketing of the Travel Product | |
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| Marketing Theory | |
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| The Marketing Plan | |
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| The Marketing Cycle | |
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| Factors Affecting Marketing | |
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| A Brief History of Travel Marketing and Sales | |
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| Ancient Times | |
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| Middle Ages | |
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| Seventeenth and Eighteenth Centuries | |
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| Nineteenth Century | |
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| Twentieth Century | |
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| A Sampling of Careers in Travel Marketing and Sales | |
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| Travel Agent | |
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| Destination Marketer | |
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| Tour Operator | |
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| Marketing Director | |
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| Sales Manager | |
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| Sales Representative | |
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| Chapter Summary | |
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| Key Terms | |
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| Discussion Questions | |
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| Study Guide | |
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| Worksheet | |
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| Analyzing the Travel Product | |
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| Objectives | |
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| What is the Travel Product? | |
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| Characteristics of the Travel Product | |
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| Intangibility | |
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| Simultaneous Production and Consumption | |
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| Perishability | |
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| Seasonality | |
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| Parity | |
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| Uniqueness | |
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| Complementarity | |
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| The Service Aspect | |
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| Relationship of Travel Products and Services | |
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| Service Quality and the Travel Product | |
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| Chapter Summary | |
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| Key Terms | |
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| Discussion Questions | |
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| Study Guide | |
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| Worksheet | |
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| Selecting Target Markets | |
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| Objectives | |
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| Why Travel Markets Need to Be Segmented | |
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| Characteristics of a Market Segment | |
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| Methods of Segmenting Travel Markets | |
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| Demographic Segmenting | |
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| Geographic Segmenting | |
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| Psychographic Segmenting | |
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| Behavioristic Segmenting | |
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| Why Companies Do Market Research | |
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| Expanding into New Geographic Areas | |
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| Recognizing Growing Markets | |
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| Identifying Lifestyle Trends | |
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| Attracting More Visitors | |
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| Market Research as a Tool | |
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| Database Target Marketing | |
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| How People Do Market Research | |
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| Defining the Marketing Research Problem | |
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| Developing and Executing the Research Plan | |
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| Producing Useful Results | |
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| Drawing Conclusions and Making Recommendations | |
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| Using Market Research | |
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| Chapter Summary | |
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| Key Terms | |
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| Discussion Questions | |
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| Study Guide | |
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| Worksheet | |
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| Positioning the Product | |
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| Objectives | |
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| The Principles of Product Positioning | |
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| Establishing a Position | |
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| Analyzing Your Product | |
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| Identifying Your Current Position and Image | |
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| Comparing Your Current Position with Your Marketing Objectives | |
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| Creating the Positioning Statement | |
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| Examples of Positioning Statements and Strategies | |
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| Positioning Relative to a Target Market | |
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| Positioning by Product Benefits | |
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| Positioning by Price and Quality | |
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| Positioning Relative to a Product Class | |
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| Positioning Relative to a Competitor | |
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| The Role of Image in Buying Decisions | |
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| Chapter Summary | |
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| Key Terms | |
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| Discussion Questions | |
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| Study Guide | |
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| Worksheet | |
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| Creating Marketing Strategies | |
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| Objectives | |
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| Marketing Objectives | |
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| Examples of Marketing Strategies | |
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| Market Leader | |
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| Market Challenger | |
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| Market Follower | |
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| Market Niche Player | |
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| Marketing Mix | |
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| Product | |
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| Place/Process of Delivery | |
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| Price | |
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| Promotion | |
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| Physical Environment | |
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| Purchasing Process | |
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| Packaging | |
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| Participation | |
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| Managing the Marketing Mix | |
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| The Product/Service Combination | |
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| The Presentation Mix | |
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| Marketing Communications | |
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| A Marketing Strategy in Practice | |
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| Chapter Summary | |
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| Key Terms | |
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| Discussion Questions | |
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| Study Guide | |
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| Worksheet | |
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| Implementing the Marketing Plan | |
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| Objectives | |
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| The Marketing Plan | |
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| Introduction | |
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| Rationale | |
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| Implementation | |
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| Setting the Marketing Budget | |
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| Characteristics of a Good Marketing Budget | |
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| Budget-Setting Methods | |
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| Controlling the Marketing Process | |
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| Gathering Information and Keeping Records | |
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| Monitoring Spending | |
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| Progress Reports | |
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| Monitoring Employee Performance | |
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| Evaluating the Marketing Plan | |
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| Performance Standards | |
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| Measurement Techniques | |
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| Marketing Evaluation Case Study | |
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| Evaluation Follow-Up | |
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| Chapter Summary | |
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| Key Terms | |
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| Discussion Questions | |
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| Study Guide | |
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| Worksheet | |
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| Selling the Travel Product | |
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| Understanding the Traveler's Needs | |
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| Objectives | |
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| The Steps of the Buying Process | |
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| Feeling and Recognizing a Need or Desire | |
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| Seeking Information | |
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| Understanding the Value of Products | |
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| Deciding Whether to Buy | |
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| Experiencing and Evaluating the Purchase | |
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| The Needs of the Leisure Traveler | |
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| The Need to Travel | |
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| The Wheres and Hows of Travel | |
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| Barriers to Travel | |
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| The Needs of the Business Traveler | |
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| The Need for Efficiency | |
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| The Special Needs of Women Travelers | |
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| Chapter Summary | |
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| Key Terms | |
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| Discussion Questions | |
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| Study Guide | |
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| Worksheet | |
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| Identifying the Seller | |
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| Objectives | |
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| Special Characteristics of the Travel Product | |
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| Intangibility | |
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| Perishability | |
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| Complementarity | |
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| Types of Sellers | |
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| Suppliers | |
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| Intermediaries | |
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| Direct Distribution | |
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| Supplier Advantages of Direct Distribution | |
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| Customer Advantages of Direct Distribution | |
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| Indirect Distribution | |
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| Travel Agents | |
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| Corporate Travel Departments | |
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| Tour Operators | |
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| Specialized Travel Distributors | |
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| Supplier Advantages of Indirect Distribution | |
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| Customer Advantages of Indirect Distribution | |
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| Distribution Models | |
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| One-Stage Direct Distribution | |
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| Two-Stage Indirect Distribution | |
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| Three-Stage Indirect Distribution | |
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| Automation and Travel Sales Distribution | |
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| Computer Reservations Systems | |
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| Current Trends in Automation | |
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| Chapter Summary | |
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| Key Terms | |
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| Discussion Questions | |
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| Study Guide | |
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| Worksheet | |
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| Evaluating the Travel Product | |
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| Objectives | |
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| Gathering the Information | |
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| Computer Reservations Systems | |
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| Print Sources | |
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| Firsthand Experience | |
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| Assessing the Value of Travel | |
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| Quality and Quantity | |
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| Price and Value | |
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| How to Compare Prices | |
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| Perceived Benefits and Value | |
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| Chapter Summary | |
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| Key Terms | |
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| Discussion Questions | |
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| Study Guide | |
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| Worksheet | |
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| Setting Up the Sale | |
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| Objectives | |
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| Advertising | |
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| Steps of the Advertising Process | |
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| Selecting and Scheduling Media | |
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| Public Relations | |
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| Newsworthy Information | |
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| Media Contacts | |
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| Public Relations Techniques | |
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| Sales Promotion | |
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| Customer-Oriented Sales Promotion | |
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| Trade-Oriented Sales Promotion | |
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| Chapter Summary | |
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| Key Terms | |
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| Discussion Questions | |
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| Study Guide | |
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| Worksheet | |
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| Using Personal Selling Techniques | |
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| Objectives | |
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| Personal Selling Defined | |
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| Basic Steps of Personal Selling | |
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| Gathering Information from the Customer | |
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| Making Recommendations | |
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| Closing the Sale | |
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| Additional Aspects of Group and Corporate Selling | |
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| Prospecting | |
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| Writing a Sales Proposal | |
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| Making Sales Presentations | |
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| Chapter Summary | |
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| Key Terms | |
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| Discussion Questions | |
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| Study Guide | |
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| Worksheet | |
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| Satisfying the Customer | |
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| Objectives | |
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| Principles of Customer Service | |
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| Actions | |
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| Appearance | |
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| Communication Skills | |
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| Providing Superior Service | |
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| Providing Service with the Sale | |
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| Providing Service with the Product | |
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| Following Up the Sale | |
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| Communicating | |
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| Providing Incentives | |
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| Servicing a Business Account | |
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| Maintaining a Professional Level of Service | |
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| Continuing Education | |
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| Legal Responsibilities | |
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| Ethical Behavior | |
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| High-Tech Service | |
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| In the Office | |
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| Outside the Office | |
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| Marketing Information and Market Trends | |
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| Recognizing Market Trends | |
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| The Ongoing Value of Marketing | |
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| Chapter Summary | |
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| Key Terms | |
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| Discussion Questions | |
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| Study Guide | |
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| Worksheet | |
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| Commonly Used Abbreviations | |
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| Travel Associations and Organizations | |
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| Glossary of Key Terms | |