一、常见的划分方法 二、国际旅游与国内旅游 三、国内旅游 四、按照出游活动主要形式划分的旅游类型

◼ 1、掌握“旅游”概念的本质内涵，通过对“旅游”的界定，学会界定定义的方法； ◼ 2、了解旅游与旅行、旅游与游憩、旅游与休闲等概念的关联与区分； ◼ 3、熟悉现代旅游活动发展的特点； ◼ 4、了解旅游活动类型的划分，掌握我国国际旅游与国内旅游的基本情况；掌握按出游主要目的划分的旅游活动类型及特点

1、了解国内外关于旅游是一门学科的态度及其研究上的差异; 2、了解旅游学的研究对象、内容和方法。 ◼ 第一节 国内外对旅游学的学科认同度及研究差异 ◼ 第二节 旅游学的研究对象、内容及方法 ◼ 第三节 怎样学好“旅游学概论

Marketing Management Review of Last Session/Housekeeping New Developments Brand Management Pillars Positioning'via the pillars NPD 8 stage process v Landrover practice Case Exercise Questions/Reading for next week

The Product/Service Definition:- That bundle of benefits which is received in the exchange process Note:- People buy benefits not products:- Health Club Membership A visit to Cadbury world Lynx deodorant Caterpillar Earth Movers

Lecture 5: Marketing Research Lecture Objectives Research- Why? Processes Involved Analysis Reporting

Lecture 4: Marketing Strategy and Planning Lecture Objectives Planning -role/questions/processes? Strategy -components and measurement

Lecture 2: Buyer Behaviour in Consumer and Organisational Markets Lecture Objectives Buyer Behaviour Consumer Decision Making Process Characteristics of Organisational Buying

Lecture 3: Market Segmentation, Targeting and Positioning Lecture Objectives Segmentation-what/why/how? Target market strategies Positioning and re-positioning strategies

What is marketing? To attract and retain customers at a profit (Drucker, 1999) To establish, develop and commercialise long-term customer relationships so that the objectives of the parties involved are met (Gronroos, 1989)