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Test Bank (Downloadable Product) for Marketing for Tourism, Hospitality & Events A Global & Digital Approach By Simon Hudson, Louise Hudson, ISBN: 9781473926646, ISBN: 9781473926639

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Downloadable Instructor Test Bank for Marketing for Tourism, Hospitality & Events A Global & Digital Approach Hudson

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Test Bank for Marketing for Tourism, Hospitality & Events A Global & Digital Approach Hudson

Downloadable Instructor Test Bank for Marketing for Tourism, Hospitality & Events A Global & Digital Approach By Simon Hudson, Louise Hudson, ISBN: 9781473926646, ISBN: 9781473926639

Table Of Content

Chapter 1: Today’s Marketing Environment

1.1 Introduction

1.2 Lessons from a Marketing Guru: The Business of Spiritual Tourism

1.3 The Tourism Marketing Environment

1.4 The Influence of Marketing on Tourism

1.5 Tourism and Hospitality Marketing

1.6 Digital Spotlight: App-dapting for Music Festivals

1.7 Key Players in the Global Tourism Industry

1.8 Influences on the Tourism Marketing Environment

1.9 Chapter Summary

1.10 Marketing in Action: Let the Journey Begin (Again)

Chapter 2: Understanding Today’s Consumer

2.1 Introduction

2.2 Lessons from a Marketing Guru: Charlie Locke Keeping One Step Ahead

2.3 Factors Influencing Consumer Behaviour

2.4 Digital Spotlight: Marketing Extreme Sports Events – the X Games

2.5 Typologies of Tourists

2.5.1 The Buying Process

2.5.2 Organizational Buyer Behaviour

2.5.3 Global Trends in Consumer Behaviour

2.5.4 Chapter Summary

2.5.5 Marketing in Action: Hotels Responding to ‘Bleisure’ Trend

Chapter 3: Digital Marketing

3.1 Introduction

3.2 Lessons from a Marketing Guru: Kobe’s Louise Dendy

3.3 The Impact of Technology on Marketing Communications

3.4 The New Consumer Decision Journey

3.5 Digital Spotlight: Marriott Takes Social Media Listening to a New Level

3.6 The Influence of Social Media

3.7 Challenges of Digital Marketing

3.8 Chapter Summary

3.9 Marketing in Action – Hamilton Island Best Job in the World Campaign

Chapter 4: The Marketing Plan

4.1 Introduction

4.2 Lessons from a Marketing Guru: Michel Goget, Globetrotting Hotel Troubleshooter

4.3 Steps in the Marketing Plan

4.4 Digital Spotlight: From Humble to Hedonistic. The Gentrification of Andermatt, Switzerland

4.5 Chapter Summary

4.6 Marketing in Action: The Deer Hunt Festival, Winneba, Ghana

Chapter 5: The Tourism and Hospitality Product

5.1 Introduction

5.2 Lessons from a Marketing Guru: Jo Arnett-Morrice, Dance World Cup

5.3 The Tourism and Hospitality Product

5.4 The Role of Events in Tourism and Hospitality Marketing

5.5 Product Planning

5.6 Branding

5.7 Digital Spotlight: Museums Go Digital

5.8 Managing the Servicescape

5.9 Creating a Memorable Experience

5.10 New Product/Service Development

5.11 Approaches to New Product Development

5.12 Chapter Summary

5.13 Marketing in Action: Hotels that Don’t Miss a Beat

Chapter 6: Pricing

6.1 Introduction

6.2 Lessons from a Marketing Guru: Sarah Plaskitt, Scout

6.3 Introduction to Pricing

6.4 Factors Determining Pricing Decisions

6.5 Contributions of Economics to Pricing

6.6 Pricing and Positioning

6.7 Pricing Strategies for New Products

6.8 Digital Spotlight: Ritzy Riads in Essaouira, Morocco

6.9 Other Pricing Strategies and Techniques

6.9.1 Tourism and Hospitality Characteristics that Affect Pricing Policy

6.9.2 Chapter Summary

6.9.3 Marketing in Action: Low Cost Airlines Take Off
Chapter 7: Distribution

7.1 Introduction

7.2 Lessons from a Marketing Guru: From Russia with Love, Elena Ulko

7.3 The Nature and Types of Distribution Channels

7.4 Marketing Intermediaries

7.5 Digital Spotlight: Sharing Economy in Kerala, India

7.6 The Sharing Economy

7.7 Channel Organization

7.8 Alliances

7.9 Franchises

7.10 Designing the Distribution System

7.11 Distribution Channel Management

7.12 Chapter summary

7.13 Marketing in Action: National Brotherhood of Skiers Annual Summit

Chapter 8: The Role of Advertising and Sales Promotions

8.1 Introduction

8.2 Lessons from a Marketing Guru: Eustasio Lopez, The Lopesan Group, Gran Canaria, Spain

8.3 Marketing Promotion Tools

8.4 The Communication Process

8.5 How Communication Works

8.6 Integrated Marketing Communications (IMC) in Tourism

8.7 Push and Pull Promotional Strategies

8.8 Digital Spotlight: Selling America to the World with ‘Brand USA’

8.9 Tourism and Hospitality Advertising

8.10 Developing an Advertising Programme

8.11 International Advertising and the Global versus Local Debate

8.12 Sales Promotions

8.13 Chapter Summary

8.14 Marketing in Action: Leveraging Events to Change a Destination Image – the Case of Brazil and the 2014 World Cup
Chapter 9: Public Relations and Personal Selling

9.1 Introduction

9.2 Lessons from a Marketing Guru: Ten out of Ten for Tenerife’s Marcos Van Aken

9.3 Introduction to Public Relations

9.4 Introduction to Public Relations

9.5 Digital Spotlight: Cooperative Marketing in Stellenbosch, South Africa

9.6 Personal Selling

9.7 The Sales Process

9.8 Sales Management

9.9 Chapter Summary

9.10 Marketing in Action: ‘Lights, Camera, Action…!’ Promoting Hawaii through Film and Television

Chapter 10: The Role of Customer Service in Marketing

10.1 Introduction

10.2 Lessons from a Marketing Guru: Dionisio Pestana, Pestana Hotel Group

10.3 Defining Customer Service

10.4 The Service-Profit Chain

10.5 Creating a Service Culture

10.6 Converting Guests into Apostles

10.7 Digital Spotlight: Vail Resorts, Top of Their Game

10.8 Managing Services Promises

10.9 Service Recovery

10.10 Chapter Summary

10.11 Marketing in Action: High Profile Sporting Events in Britain

Chapter 11: Marketing Research

11.1 Introduction

11.2 Lessons from a Marketing Guru: Chitra Stern, Martinhal, Portugal

11.3 Marketing Research

11.4 Applied Research in Tourism and Hospitality

11.5 Applied Research in Events Tourism

11.6 Stages in the Research Process

11.7 Digital Spotlight: Marketing to Millennials

11.8 Research Methodology

11.9 Common Research Errors

11.10 Chapter Summary

11.11 Marketing in Action: Open Kitchen Concept Spreads to Hotels

Chapter 12: Tourism Marketing Ethics

12.1 Introduction

12.2 Lessons from a Marketing Guru: Accessible Travel Expert, Magnus Berglund

12.3 Ethics in Marketing

12.4 Ethical Consumerism

12.5 Ethics and Sustainable Tourism

12.6 Digital Spotlight: Portugal’s Golf Rich Algarve Area Strives to Achieve Environmental Sustainability

12.7 Responsible Marketing of Tourism

12.8 Cause-Related Marketing

12.9 Chapter Summary

12.10 Marketing in Action: The Ethics of Portraying War as a Tourism Attraction in Vietnam