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Source text - English The chapter explores a range of key topics within the marketing arena and relates them to different types of organisation within the tourism sector. It begins with an explanation of the challenges posed by the services nature of tourism businesses, looking in turn at intangibility (which encompasses perishability and lack of ownership), inseparability and variability. Potential solutions to each challenge are examined, using suggestions from general services-marketing theorists as well as from tourism-marketing specialists, and demonstrating how the elements of the services-marketing mix can be used separately or in combination to address the challenges identified. There is particular focus on the importance for tourism managers of understanding buyer behaviour, of identifying and using the most appropriate distribution and promotional methods for their particular products and services, of anticipating critical incident points during service delivery, of integrating physical evidence into the service offering and of developing and managing relationships. The chapter concludes with a resume of the processes involved in marketing planning and sets them within the context of tourism.
Translation - Serbian Poglavlje istražuje veći broj ključnih tema unutar oblasti marketinga i stavlja ih u vezu sa različitim tipovima organizacije unutar turističkog sektora. Ono počinje sa objašnjenjem izazova koje postavlja uslužna priroda turističkih biznisa, posmatrajući redom neopipljivost (koja prati kvarljivost i nedostatak vlasništva), neodvojivost i varijabilnost. Ispituju se potencijalna rešenja svakog izazova, korišćenjem predloga opštih teoretičara marketinga usluga kao i specijalista za marketing turizma, i demonstracijom kako se elementi mešavine marketinga usluga mogu odvojeno ili kombinovano primeniti na izazove koji su identifikovani. Naglašava se važnost razumevanja ponašanja kupca od strane menadžera u turizmu, identifikacija i korišćenje najpogodnijih metoda promocije i distribucije njihovih proizvoda i usluga, predviđanje kritičnih incidentnih tačaka tokom isporuke usluge, integracija fizičkih dokaza u ponudu usluge i razvoj i upravljanje odnosima. Poglavlje se završava pregledom procesa koji su uključeni u planiranje marketinga i njihovim postavljanjem u kontekst turizma.
English to Serbian (University of Belgrade - Faculty of Philology)
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Software
Adobe Acrobat, Adobe Illustrator, Adobe Photoshop, AutoCAD, Dreamweaver, memoQ, Microsoft Excel, Microsoft Word, Other CAT tool, Trados Studio, Wordfast
