Manual on Elective III – Hospitality Marketing By Amy Tan‚ Ph.D. Eliza Ching-Yick Tse‚ Ph.D. Cynthia Ling Wong‚ M.S. School of Hotel and Tourism Management The Chinese University of Hong Kong Hospitality Marketing Copyright © The Government of the Hong Kong Special Administrative Region All rights reserved. The copyright of this manual belongs to the Government of the Hong Kong Special Administrative Region. Commercial use is strictly prohibited. Offenders will be liable to legal
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Global MKTG 1064 Lecture One: INTRODUCTION TO GLOBAL MARKETING JAN 2013 Semester 1-1 LEARNING OUTCOMES OF THE COURSE (READ YOUR COURSE GUIDE !!!) 1-2 ASSIGNMENT: GROUP REPORT (50%) (3000- 5000 word Marketing Plan/ Feasibility Study) Note: make sure the proportion of content that you write matches the marks distribution 1-3 PREPARING FOR THE GM PROJECT REPORT 1. The project must be researched progressively- last minute work would lead to poor grades 2. You have been
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Adapting Marketing to the New Economy In this chapter‚ we will address the following questions: 1. What are the major forces driving the new economy? 2. How are business and marketing practices changing as a result of the new economy? 3. How has the Internet changed the way marketers use customer databases and practice customer relationship management? MARKETING MANAGEMENT AT NTT DOCOMO All over Japan‚ NTT (Nippon Telephone and Telegraph) DoCoMo makes money when mobile phones ring. Loosely
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MARKETING Marketing is the management process for identifying and anticipating customer requirements profitably. All company policies and activities should be directed toward satisfying customer needs. Those setting up their own business should remember that profitable sales volume is more important than maximum sales volume. There are four steps to successful marketing: 1. Market research may be carried out to determine the needs of potential customers 2. Analyze competitive advantages
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Marketers have different views of how to position a brand. Some value structured approaches such as the competitive positioning model described in the chapter‚ which focuses on specific points-of-parity and points-of-difference. Others prefer unstructured approaches that rely more on stories‚ narratives‚ and other flowing depictions. Take a position: The best way to position a brand is through a structured approach versus the best way to position a brand is through an unstructured approach.
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Internal validity - means that the conclusion which comes from an experiment is valid for the respondents who participated in the experiment. For any experimental design‚ we always require interval validity‚ without which experimental results are not interpretable. Threats to Internal Validity Selection - Subjects bring with them into the investigation unique characteristics‚ some learned and some inherent. Examples include sex‚ height‚ weight‚ color‚ attitude‚ personality‚ motor
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BELLBOY CASE MKTG D50 Report Group 6 1 MKTG D50 – RESEARCH METHODS IN MARKETING BELLBOY CASE BELLBOY CASE MKTG D50 Report Group 6 2 Southwestern Bell Telephone Company (SWB) Research Design: The survey objective is set to measure the customer’s interest of a new service known as BELLBOY. SWB would like to acquire both existing (customers who have the intention to buy) and potential (customers who have interest but are still reluctant to purchase) demand. SWB believes that existing and potential
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SCHOOL OF BUSINESS AND ECONOMICS UNIVERSITI MALAYSIA SABAH BZ8007 RESEARCH Venue: MBA Seminar Room Lecture day and time: Monday (7p.m. – 10p.m) Email: aharun@ums.edu.my 1. Name of Course: Marketing Management 2. Course Code: BM6053 3. Name(s) of academic staff: Dr Amran Harun/ Dr. Oswald Aisat Igau/ Dr. Azaze @ Azizi Abdul Adis 4. Rationale for the inclusion of the course/module in the programme This is a required course for the
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(c) Competition Another notable pattern is that the sales volume of Rocket Soup is significantly affected by competitors’ price and sales volume. When Rocket Soup offers cheaper price‚ the sales volume of Rocket Soup increases and competitors temporarily lose market share‚ and vice versa. It would represent that the size of the market is relatively capped and cannot expect a drastic increase over time. (d) Sales Volume after high volume weeks In general‚ the average sales volume after high volume
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Questions and Answers: 1. Which of the following is marketing’s central role? Create and keep customers 2. Which of the following statements is true? It is more expensive to attract new customers than to retain existing ones 3. Why is there a need to monitor and understand competitors? Because customers will turn to competitors if their needs are not being me 4. Which of the following statements is true? The costs of attracting a new customer have been found to be up to six times higher
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