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