本教材以营销知识为构架、以旅游知识为引证和案例、以英语语言为袁达方式、以学习运用英语表达营销知识为目的,试图通过基础与专业相结合、知识与技能相结合的途径,力图全面提高学生旅游英语综合运用能力,为顺利阅读和理解专业原著打下扎实的基础。
Part Ⅰ
Lesson 1 Marketing and Marketing Mix
营销与营销组合
Lesson 2 The Nature of Tourism Services
旅游服务的性质特点
Lesson 3 Product Mix&Product Life Cycle
产品组合和产品生命周期
Lesson 4 Service Design and Positioning
服务的设计与定位
Lesson 5 Pricing the Product
产品定价
Lesson 6 Marketing Control
营销管理
Lesson 7 SWOT Analysis
SWOT分析法
Lesson 8 Market Research Tool--Survey and Questionnaire
市场调研工具——调查与问卷
Part Ⅱ
Lesson 9 Understanding Decision—making Process
了解顾客决策过程
Lesson 10 Ways of Segmenting the Market
如何细分市场
Lesson 11 Distribution--Getting Your Product to the Market
如何进行分销
Lesson 12 Employees--the People Element in Service Delivery
雇员——服务业的人员要素
Lesson 1 3 Public Relations for Tourism Industry
旅游公共关系
Lesson 14 Relationship Marketing
关系营销
Lesson 15 Sales Promotion in Tourism
旅游促销
Lesson 16 Media Selection in Toufism Advertisement
旅游广告媒体的选择
Lesson 17 Direct Marketing
直效营销
Lesson 18 Differentiated Marketing and Niche Marketing
差异性营销和补缺性营销
Lesson 19 Internet Marketing
网络营销
Lesson 20 Travel Brochures
旅游宣传册
Lesson 21 Experiential Marketing
体验式营销
Part Ⅲ
Lesson 22 Marketing for Theme Parks
主题公园营销
Lesson 23 Hotel Marketing
饭店营销
Lesson 24 Database Marketing in Travel Industry
旅游业中的数据库营销
Lesson 25 Destination Marketing Strategy:Image-making
目的地营销策略——形象塑造
Lesson 26 Marketing and De-marketing for Eco-tourism
生态旅游营销和反营销
Lesson 27 Marketing to Luxury Travelers
豪华旅游市场营销
Lesson 28 Heritage Tourism Marketing
遗产旅游营销
Lesson 29 Timeshare Marketing
分时度假营销
Lesson 30 Cross—cultural Tourism Marketing
跨文化旅游营销
Lesson 31 Marketing for Convention Tourism
会议旅游营销
Lesson 32 Marketing Festival,Fairs and Special Events
节庆、展会和特别活动营销
Lesson 33 Marketing Sport Event Sponsorship
体育赛事赞助营销
References
参考书目