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- Herausgeber: GRIN Verlag
- Sprache: Englisch
Seminar paper from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Staffordshire University, course: Marketing Services, language: English, abstract: How to plan a day in a foreign city? Have you ever felt lost in a megacity? How can I find out what attractions are waiting for me and how can I get there? This report is based on an experience I have had. We were planning a daytrip to an English city where we had been never before. We tried to figure out what the city could offer us and what the different attractions would cost and when they close. After more than two hours searching on the web we decided that we have to go without knowing what we will see. We found it especially difficult to figure out where the attractions were located in the city and how long it would take us to come from one point to another. We only found out by accident that one attraction was half an hour out of the town centre at the edge of the city. We asked ourselves again: How do you plan a day in a foreign city? The following part is the elaboration of a city-day-trip planner and explains especially the marketing aspects for this service. To minimize the risk of a failing business the market research is a systematic approach which helps to find out more about the customer when plans are being made (Woodruffe, 1995). For my service it was important to find out how many people could use this service and if this is a growing or a dying market. The alongside table is limited to the UK. It shows how the number of short stays form 1-3 nights increased by 39 percent in the last few years to 12.8 million in 2005
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Veröffentlichungsjahr: 2008
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Inhalt
Introduction
1. Proposal for a new service
1.1. Market research
a. Minimizing risk
b. Area of stay
1.2. The service offer
a. Core and secondary service offers
1.3. The Shostack molecular model
1.4. The service Blueprint
1.5. The service characteristics
2. The potential target market
2.1. Segmentation and targeting
a. Private persons (Age 15-60)
b. B2B and B2 non-profit/social customers
2.2. Concentrated approach
2.3. Positioning and competition
3. The service strategy
3.1. Product
a. Core and secondary services
b. Service encounter
c. Service quality
d. Service intermediaries
3.2. Price
a. Price discrimination by type of buyer
3.3. Place
3.4. Promotion
a. Promotion mix
3.5. People
a. Employees and Customers (Education, Training)
3.6. Process
a. Monitoring performances
b. Critical incidents
c. Feedback system
3.7. Physical evidence (Woodruffe, P.189) (Woodruffe, P.95)
4. Conclusion
5. Bibliography
List of Figures
Introduction
How to plan a day in a foreign city? Have you ever felt lost in a megacity? How can I find out what attractions are waiting for me and how can I get there?
This report is based on an experience I have had. We were planning a daytrip to an English city where we had been never before. We tried to figure out what the city could offer us and what the different attractions would cost and when they close. After more than two hours searching on the web we decided that we have to go without knowing what we will see. We found it especially difficult to figure out where the attractions were located in the city and how long it would take us to come from one point to another. We only found out by accident that one attraction was half an hour out of the town centre at the edge of the city. We asked ourselves again: How do you plan a day in a foreign city?
The following part is the elaboration of a city-day-trip planner and explains especially the marketing aspects for this service.
1. Proposal for a new service
1.1. Market research
a. Minimizing risk
Figure1: Overseas residents’ visits
To minimize the risk of a failing business the market research is a systematic approach which helps to find out more about the customer when plans are being made (Woodruffe, 1995). For my service it was important to find out how many people could use this service and if this is a growing or a dying market. The alongside table is limited to the UK. It shows how the number of short stays form 1-3 nights increased by 39 percent in the last few years to 12.8 million in 2005.
b. Area of stay
Figure2: Overseas residents Top towns visited (excluding London) by number of overnight visits 2005
