| 1. TOURISM MARKETING • THE ROLE OF MARKETING AND ITS PURPOSE 2. EXTERNAL BUSINESS ANALYSIS • INTRODUCTION • ECONOMIC FACTORS • SOCIO-CULTURAL FACTORS • DEMOGRAPHIC FACTORS • GEOGRAPHIC FACTORS • TECHNOLOGICAL FACTORS • GOVERNMENT/ REGULATORY FACTORS • ECOLOGICAL FACTORS 3. COMPETITIVE ANALYSIS 4. INTERNAL BUSINESS ANALYSIS 5. MARKET POSITIONING ("SWOT ANALYSIS") • INTRODUCTION • STRENGTHS • WEAKNESSES • OPPORTUNITIES • THREATS • CONCLUSION 6. IDENTIFYING THE COMPANY´S GOALS 7. MARKETING BUDGET • GENERAL • IDENTIFY AVAILABLE AMOUNT FOR MARKETING • ANNUAL REVENUE BUDGET • ANNUAL COST BUDGET • CASH FLOW |
8. MARKETING MIX • MARKET SEGMENTATION AND TARGETING • IDENTIFY CURRENT MARKETS • IDENTIFY TRENDS • IDENTIFY FUTURE MARKETS • PRODUCT POLICY/ PRODUCT FORMULATION • PRICE POLICY • COMMUNICATION POLICY/ PROMOTION • REACHING THE MARKET • ADVERTISING • INFORMATION DISTRIBUTION • DISTRIBUTION POLICY • INTERNET DEVELOPMENT • TRADE SHOWS • TRAVEL SHOWS • DIRECT MAIL • SALES MISSIONS • EDUCATIONAL TOURS • TRAVEL AGENCIES 9. VALUABLE INFORMATION • HOW TO STRETCH THE MARKETING DOLLAR • COOPERATIVE MARKETING • SPONSORS • GOVERNMENT MATCHING FUNDS • TRADING • THINK ABOUT YOUR IMAGE • WHO AM I AND HOW AM I PERCEIVED? • HOW DO I WANT MYSELF AND MY BUSINESS TO BE PERCEIVED? • HOW TO ENHANCE MY IMAGE • SURVEY OF PUBLIC PERCEPTION 10. CONCLUSION |
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