旅游管理专业英语第二版段开成练习及试题2套及参考答案

旅游管理专业英语第二版段开成练习及试题2套及参考答案内容摘要：

producer anizations to act according to their perceived selfinterests, at least in the short term, which makes it difficult for national, regional and even local tourist anizations to exert much coordinating influence, either in marketing or in planning. Part of this fragmentation simply reflects the fact that most developed destinations offer a wide range of tourism products and deal with a wide range of segments. In the long term, however, the future success of a destination must involve 5 coordination and recognition of mutual interests between all the ponents of the overall tourism product. The overall view of tourism products is highly relevant to the marketing decisions taken by individual producers, especially in establishing the interrelationships and scope for cooperation between suppliers in different sectors of the industry, . between attractions and acmodation, or between transport and acmodation. But in order to design their product offers around specific service operations, there are internal dimensions of products for marketers to consider。 these are mon to all forms of consumer marketing and part of widely accepted marketing theory. Marketing managers need to think about the product on three levels: The core product, which is the essential service or benefit designed to satisfy the identified needs of target customer segments. The tangible product, which is the specific offer for sale stating what a customer will receive for his money. The augmented product, which prises all the forms of added value producers may build into their tangible product offers to make them more attractive to their intended customers. The following example of an inclusive weekend break in a hotel will help to explain what the three levels mean in practice. The product offer is a package prising two night39。 s acmodation and two breakfasts, which may be taken at any one of a chain of hotels located in several different destinations. Because of the bedroom design and facilities available at the hotels, the package is designed to appeal to professional couples with young children. The product is offered for sale at an inclusive price through a brochure, which is distributed at each of the hotels in the chain and through travel agents. The example reveals the three product levels. Core product is intangible but prises the essential need or benefit as perceived and sought by the customer, expressed in words and pictures designed to motivate purchase. In the example under discussion, the core product may be defined as relaxation, rest, fun and selffulfillment in a family context. It should be noted that the core product reflects characteristics of the target customer segments, not the hotel. The hotel may, and does aim to, design its core product better than its petitors, and to achieve better delivery of the sought benefits. But all its petitors are aiming at the same basic customer needs and offering virtually identical benefits. Customers39。 core needs usually tend not to change very quickly, although a hotel39。 s ability to identify and better satisfy such needs can change considerable. Since customer perceptions are never precisely understood, there is ample scope for improvement in this area. Tangible product prises the formal offer of the product as set out in a brochure, stating exactly what is to be provided at a specified time at a specified price. In the example under discussion, the tangible product is two nights and two breakfasts at a particular location, using rooms of a defined standard, with bathroom, TV, telephone, etc. The provision(if any) of elevators, coffee shops, airconditioning and swimming pool are all within the formal product and the name of 6 the hotel is also included. In the case of hotel products generally, there is often very little to choose between petitors39。 tangible product offers, and price may bee a principal reason for choice. Blindfolded and led to any one of, say, twenty petitors39。 premises, most hotel customers would not easily recognize the identity of their surroundings. The brochure description of the tangible product forms the basic contract of sale, which would be legally enforceable in most countries. Both tangible and intangible, augmentation is harder to define with precision. It prises the difference between the contractual essentials of the tangible product and the totality of all the benefits and services experienced in relation to the product by the customer from the moment of first contact in considering a booking to any followup contact after delivery and consumption of the product. The augmented product also expresses the idea of value added over and above the formal offer. It represents a vital opportunity for producers to differentiate their own products from those of petitors. In the example under discussion there may be up to twenty 39。 add ons39。 , some fairly trivial, such as a plimentary box of chocolates on arrival, and some significant, such as entrance tickets to local attractions or entertainments. Some of the added benefits are tangible as indicated, but some are intangible, such as the quality of service provided and the friendliness of staff at reception, in bars and so on. Also intangible is the image or 39。 position39。 the product occupies in customers39。 minds. In the case of a hotel group this will be closely related to the corporate image and branding of the group. In the example under discussion, the augmented elements would be purposedesigned and developed around the core product benefits in ways calculated to increase the appeal to the target segment39。 s needs. There is, inevitably, an area of overlap between the tangible and augmented elements of the product, which cannot be defined with any precision. 1. Which of the following is not included in the four P39。 s in the marketing mix? A. product。