Hospitality Marketing on price

二、判断题Chapter one1. A marketing exchange cannot take place unless each party in the exchange has something that the other party values. T2.The owners of the Plane Rubber and Tire Company are pleased with their low unit costs and high production volumes. Salespeople are unnecessary because buyers are always waiting for new tires to come off the assembly line. Plane currently has a production orientation. T3.The president of Hoppity Flea Collars docs not find it necessary to conduct much marketing research because the telephone selling campaign has been such a successful marketing strategy. Hoppity has a marketing orientation. F4.Having a sales orientation is the same as having a market orientation since both have the ultimate goal of satisfying customer needs. F5.You are about to start manufacturing and selling ferret food. You have met with your board of directors and you all discussed the benefits and sacrifices regarding the purchase of your food. Knowing the ratio of benefits to sacrifices allows you to specify how much customer value you will achieve. F6.The marketing mix variables are product. place, promotion, and price. T7.Conceptually, international marketing differs from domestic marketing only by virtue of the fact that the marketer must operate in more than one nation. TChapter three1. Soft currencies can readily be exchanged for other currencies. while hard currencies are not so easily exchanged.F2. Foreign licensing grants foreign marketers the right to use a domestic company's trademark, patent, or process ina specified geographic area. T3. A multinational corporation is a firm that has entered the international marketplace by exporting its products to aforeign market. F4. Though the first multinational corporations were US based, today it is as likely for a multinational to be Japanese,German, or British as to be American. T5. If it is believed that tastes are sufficiently homogeneous in different parts of the world to allow a standardmarketing strategy everywhere, then a global marketing strategy is appropriate. T6. Use of a straight extension marketing strategy usually results in economies of scale in production and marketing.T7. In a countertrade, goods and services from one country are exchanged for goods and services from anotherinstead of for cash. T8. Some marketing exchanges are still characterized by transaction-based marketing, such as residential realestate sales. T9. Traditionally, manufacturers have focused their energies on making products and then promoting those productsto customers in hopes of selling enough of those products to cover costs and earn a profit. T10. Often, the desirability of partnering in the business market is based upon the fact that each firm brings to thepartnership something that the other needs but cannot provide. TChapter four1. US firms operating in the international marketplace are clearly affected by a legal environment including US laws,international laws, and laws of the host country. T2. Government regulations that tax or otherwise set limits on the number of goods and services by foreignproducers are known as trade barriers. F3. A free trade area extends a customs union by seeking to reconcile all government regulations affecting trade.F4. Trade officials are in full agreement as to the direction the WTO should follow in pursuing its major policyinitiatives. F5. Foreign licensing can build revenues without the capital outlay required for establishment of manufacturingfacilities in a foreign country. T6. The trend toward increased foreign ownership of assets in the United States will probably decline because of theincreased hostility toward and government regulation of foreign- owned businesses operating in the United States. F7. Income left over after an individual pays taxes and purchases the basic necessities of food, clothing and shelter iscalled disposable income. F8. A comprehensive spending pattern shows the percentages of annual family expenditures allotted to generalclasses of goods and services. T9. Import tariffs are the means by which a government controls the in-flow of foreign goods across its borders.T10. Although WTO is a global institutional proponent of free trade, it is not without critics. TChapter five1. Culture is learned behavior passed on from generation to generation, but it is not difficult for the inexperienced oruntrained outsider to fathom. F2. Equality, disadvantaged members of society, safety and health, education and general welfare, pollution aresocial responsibility issues related to community relations. F3. All marketing employees are responsible for setting the ethical tone for the entire marketing organization. F4. Green marketing refers to the development, pricing, promotion and distribution of products that do not harm theenvironment. T5. Water pollution, air pollution, land pollution, safety and health are social responsibility issues related to theenvironment, or green marketing. F6. The vital, critical skill of the global marketer is perception, or the ability to see what is so in a culture. T7. Gestures, carriage, proximity of speakers, eye contact, and smiling all play key roles in a culture's use oflanguage. T8. Every country and culture has a history that will greatly affect both the market and the marketer. T9. Being enthusiastic about a product and having a personal attachment to it are two similar things. F10. Although the hospitality and tourism industries are slightly affected by religious holidays, marketers withproducts related to those industries need to be highly sensitive to this issue. FChapter six1.Early marketing research was fairly sophisticated because statistical techniques were sufficiently refined toproduce high levels of accuracy in research findings. F2.In the event that a new competitor were to enter a market in which you were involved. one question marketingresearch might help answer for you would be “ What must w e do to differentiate our company from our competitor?”T3. A hypothesis is a statement about the relationship among variables that carries clear implications for testing therelationship. It sets the stage for more in-depth research by clarifying what researchers need to test. T4.Trade associations represent an excellent source of private data for particular industries. T5.Sampling is the process of selecting survey respondents or other research participants. Trmation related to global markets is not readily available to American firms seeking to enter foreign markets.The Department of Commerce has only recently begun to collect data to assist firms in this area. F7.Telephone interviews are a suitable method of collecting primary marketing research data all over the worldbecause the telephone is now the universal appliance found in every home. F8.An MIS is a planned, computer-based system designed to provide managers with a continual flow of informationrelevant to specific decision areas. T9.An MIS gathers data only from inside the organization and processes it to product relevant marketing information.Fputers have automated the buying process at large retailers, opening new channels for gathering marketinginformation. TChapter seven1. The target market for a product is the specific segment of consumers most likely to purchase a particular product.T2. The division of the total market into smaller, relatively homogeneous groups is called market selectivity. F3. The number and size of the market segments chosen by a firm must not exceed its marketing capabilities.T4. Marketers must identity segments sufficiently small enough to capture in their entirely and effectively promote toas an exclusive source of some needed product. F5. Marketers are often able to identify totally homogeneous markets segments；there are seldom majordifferences among the members of a target market group. F6. The information, analysis, and forecasts accumulated through the entire market segmentation decision processallow management to assess the potential for achieving company goals and to justify committing resources to develop one or more segments. T7. Using differentiated marketing, Culture's Edge can market a wide range of trips exploring ethnic, cultural, andlifestyle-based issues that together appeal to the majority of vacation travelers, yet sell them in such a way as to appeal to individual parts of that market. T8. Colorado River White Water Raft Tours may take your breath away, but they don't take American Express! Thisrepresents an attempt by Visa Card to position itself with to one of its competitors. T9. The firm's segmentation strategy may change as its product progresses through the stages of the life cycle.During the early stages, undifferentiated marketing might effectively support the firm's attempt to develop initial demand for the product. T10. Marketers can create a competitive positioning map from information solicited from competitors or from publicdatabases that track consumer attitudes, opinions, and interests. FChapter eight1. The principal disadvantage of licensing is that it can be a very limited form of participation. T2. Exporting is the most traditional and well-established form of operating internationally. T3. Licensing, joint ventures and importing are points and tools for global market entry and expansion. F4. Large-scale direct expansion may be less expensive and a major commitment of managerial time and energy isunnecessary. F5. Management contracting includes the sharing of risk and the ability to combine different value chain strengths.F6. One of the advantages of joint venture is better control of sales activities compared with other forms ofparticipation in foreign markets. F7. Licensing is an alternative entry and expansion strategy with considerable appeal. T8. Direct exporting lakes place through sales by foreign distributors, sales agents, and overseas subsidiaries. T9. As export merchants, they are essentially acting as domestic wholesalers operating in foreign markets throughtheir own sales agents or salesforce. T10. International trading companies tend to be large-scale manufacturers and merchants and they are involved inwholesale and retail distribution. TChapter nine1. The final step in the marketing control process is to compare actual performance and standards. F2. In a period of recovery, the best marketing strategy for Electrolux would he characterized by flexibility. F3. In the beer industry, a few large brewers supply the majority of the market. The brewing industry is an example ofthe competitive structure ： Monopolistic Competition. F4. Post Office Parcel Services firms would most likely have a monopoly for its competitive environment. F5. Essex Office Products has decided to use a particular competitive tool that it feels will have a major impact. Itsconsultant, Dr. Bell, contends that this particular approach is the one most easily copied by the firm's competitors.The tool in question is： market segmentation. F6. A small hardware store whose only competitor is a huge discount store would be least likely to use thecompetitive tool distribution. F7. Customer value analysis refers to analysis conducted to determine what benefits target customers value and howthey rate the relative value of various competitors’ offers. T8. Some basic competitive positioning strategies that companies can follow are：overall cost leadership,differentiation, and focus. T9. While trying to expand total market size, the leading firm must constantly protect its current business againstcompetitors’ attacks. T10. Competitor-centered company is a company whose moves are mainly based on competitors’actions andreactions; it spends most of its lime Cracking compelilors1 moves and market shares and trying to find strategies to counter them. TChapter ten1. Ford Motor Company’s marketing strategy in Europe reflects a company that saw Europe as distinctlyfragmented into narrow markets within their specific nation states. F2. The United States can be considered as a good example for regional economic integration. T3. Regional economic integration is the political and economic agreement among countries that give preference tomember countries to that agreement. T4. Global strategic partnerships will become less important in the Asia-Pacific regions. F5. The WTO allows a departure from its policy to grant the same favorable trade conditions to all WTO members inthe case of regional trade agreements ( RTAs ). T6. The goal of a free-trade area ( FTA ) is to abolish work permits among its members. F7. Collaborative agreements can be used to refer to linkages between companies to pursue a common goal. T8. Custom unions levy a common external tariff on goods being imported from nonmembers. T9. Changes in the political, economic, socio-cultural, and technological environments are leading to new strategiesin global competition. T10. Trade creation allows consumers access to more goods at lower prices and is considered a major benefit ofregional economic integration. TChapter eleven1. A company's research and development process is the only way for them to develop new products. F2. The step-by-step new product development process explained in the text has been used by so many companiesover so many years that it is almost failure-proof today. F3. The first full-scale working product from a concept is called a “prototype. “T4. When a product has been in the maturity stage of the product life cycle for a period of time, marketing managershave pretty well lost any control of the product to the competitive vagaries that characterize that stage. F 5. Brand equity is the added value a given brand name gives to a product beyond the functional benefits provided.F6. The marketing objective for a product in the introduction stage of the product life cycle (PLC ) is to promoteconsumer awareness and gain trial. T7. The goal of VCR manufacturers’advertisement is to maintain brand loyalty and market share; the productcategory is in the introduction stage of its product life cycle. F8. Products that are used directly in the production of a final product but are not easily identifiable are categorized ascomponent parts. T9. Machines and tools used in a production process but not as part of final products are classified as componentparts. F10. Routinely purchased items that do not become part of the final physical product and are treated like expenseitems rather than capital goods are classified as supplies and services. F11. A desirable feature for a brand name is it can be used as the general name for all products in the category.FChapter twelve1. Pricing and price competition is the number-one problem facing most marketing executives. T2. External environmental factors have the greatest effect on pricing decisions. F3. “ Forward buying” means that w holesalers stock up on far more merchandise than they can sell duringmanufacturers’ price promotions, and then resell to customers at higher prices after the promotion is over. T4. A firm’s total cost is made up of two components: direct costs and variable costs. F5. “Optional product pricing” is adding services to the base product to differentiate it from competitors and justifyhigher prices and margins. F6. The fact that prices are usually higher ( often substantially higher ) in foreign markets is called price escalation.T7. The Robinson-Patman Act seeks to prevent unfair price discrimination by ensuring that all members at a givenlevel in the channel of distribution are offered the same terms by the seller. TChapter thirteen1. A wholesaler is a marketing intermediary that takes title to the goods it sells and then distributes those goods toretailers, other distributors, and sometimes consumers. T2. A generalization that is usually true of marketing channel length is： The more standardized the product. theshorter the channel. F3. When Coca-Cola and Nestle formed a joint venture to market ready-to-drink coffee and tea worldwide, theyformed a horizontal marketing system. T4. The use of two or more marketing channels to reach the same target market is referred to as dual channeling.F5. Forcing a dealer to take the full line of products in order to get a strong brand is illegal. F6. Once a firm has defined its channel objectives, it should identify its channel alternatives, i. e. the types andnumber of intermediaries and the functions that each intermediary should perform. T7. Third party logistics basically means that firms outsource logistical tasks to independent providers who may adoptone or all of the functions required to get clients’products to market. T8. A direct-marketing channel consists of a manufacturer selling directly to the final customer. T9. Intensive is the type of distribution where there is the use of more than a few but less than all of the intermediarieswho are willing to carry a particular product. F10. When retailers develop private brands to compete with producers’ brands, the type of marketing channel conflictis vertical. TChapter fourteen1. A company's integrated marketing communications mix also goes by the name of promotional mix. T2. Contests, free samples, and coupons are examples of personal selling. F3. Non-personal communication channels carry messages without personal contact or feedback. T4. ACD Corporation sells technical products and its customers are concentrated in a small geographic area. Thecompany will use advertising the most. F5. Companies that use the affordable method base their promotion budget on a certain percentage of current orforecasted sales and / or a percentage of the sales price. F6. Mast larger companies combine push and pull strategies to move their products from the manufacturer to the finalconsumer. T7. When Gin Toy advertises a toy on Saturday-morning television and tells children to ask for the product at theirfavorite toy store, it is implementing a pull strategy in its promotion mix. T8. While the promotion mix is the company's primary communication process, the entire marketing mix must becoordinated for the greatest communication impact. T9. If a push policy is employed in promoting a product, the firm promotes only to the next institution down themarketing channel. T10. A television commercial demonstrating the versatility of the Mercedes sports utility vehicle would best beclassified as product advertising. T11. The main disadvantage with the percentage-of-sales method of setting advertising budgets is that it reversescause and effect. T12. An evaluation of media impact will help determine the media types to be used. T13. Marketers have found much success using standardized ads in their global advertising. FChapter sixteen1. The Matrix organizational structure uses teams whose members report to two or more managers. T2. Small and medium-sized firms most commonly use matrix organizational structure. F3. The process of creating an organization’s structure is called organizing. T4. A marketing control process provides feedback on how well a marketing strategy is working in the marketplace.T5. With regard to “marketing organization”, firms that focus their attention on developing a coordinated marketingmix for each brand are examples of matrix organizations. F6. The hard task of selecting an overall company strategy for long-run survival and growth is called marketingcontrol. F7. The marketing audit is a comprehensive, periodic examination of a company's environment, objectives,strategies, and activities to determine problem areas and opportunities. T8. A marketing audit is a control device used primarily by large corporations to study past performance. F9. Gabble’s Granola has set up a committee to formally study its current status and capabilities and its futureexpectations. Gabble's Granola is conducting a marketing audit. F10. A marketing audit should evaluate a company's whole marketing program on a regular basis. T11. A planning manager from corporate headquarters finds that his eastern region has no effective method ofallocating resources or evaluating goals and performance of the marketing organization. He suggests that the region should prepare a marketing audit. T12. A marketing audit should be conducted by the person who is most familiar with each of the firm's marketing plans.F13. A marketing audit should help determine if the company's marketing objectives are reasonable. TChapter seventeen1. E-marketing is a generic term used to describe all marketing channels facilitated by the Web. T2. One reason so many companies and government agencies are interested in the development of extensiveelectronic commerce is because of its potential to shift or eliminate costs. T3. Electronic commerce has become collaborative commerce. T4. China still takes the lead of the e-commerce both in technology and practices. F5. In the 1990s, the Chinese government enacted *'golden bridge”, "gold card" and "golden gate” projects topromote e-commerce. F6. Traditional marketing, from a communications standpoint, is primarily a one-way medium. TChapter eighteen1. Direct marketing involves one-way connections aimed at consumers. F2. Direct marketing is convenient, easy, and private. T3. Direct marketing is poor in building customer relationships. F4. Internet marketing has the advantage of reducing costs. T5. Direct marketing sales have grown at about 4% annually. F6. A customer mailing list and a customer database are the same. F7. Companies use their databases to identify prospects. T8. Telemarketing is the major direct marketing communication tool. T9. Direct mail marketing involves only selling catalogs to customers. F10. Three new forms of direct mail are fax, e-mail, and voice mail. T。

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RN）成人健康护理（Adult Health Nursing）家庭护理（Family Practice Nursing）妇儿护理学（Maternal/Child Health Nursing）职业/环境健康护理学（Occupational/Environmental Health Nursing）儿科护理学（Pediatric Nursing）实践护理学（Practical Nursing）外科护理学（Preoperative/Surgical Nursing）精神病护理学（Psychiatric Nursing）公共卫生护理学（Public Health Nursing）护理管理（Nursing Administration）护理麻醉学（Nursing Anesthesiology）护理助理（Nursing Assistant）护理助产术（Nursing Midwifery）护理科学（Nursing Science）职业健康/工业卫生学（Occupational Health/Industrial Hygiene）职业病治疗（Occupational Therapy）职业病治疗助理（Occupational Therapy Assistant）眼科实验室技术（Ophthalmic Laboratory Technology）眼科技术（Ophthalmic Technology）眼科光学/散光护理（Opticianry/Ophthalmic Dispensing Services）验光师技师/助理（Optometric Technician/Assistant）矫正术（Orthotics/Prosthetics）病理科助理（Pathology Assistant）灌注技术（Perfusion Technology）药房助理（Pharmacy Assistance）刺骼疗法（Phlebotomy）物理疗法（Physical Therapy）物理疗法助理（Physical Therapy Assistant）医师助理（Physician Assistant）牙医学院预科（Predentistry）医学院预科（Premedicine）护理学院预科（Prenursing）药学院预科（Prepharmacy）兽医预科（Preveterinary Medicine）公共卫生学（Public Health）公共卫生教育（Public Health Education）辐射防护技师（Radiation Protection Technician）放射学技术/医学图像学（Radiologic Technology/Medical Imaging）休闲疗法（Recreational Therapy）肾病透析技术（Renal/Dialysis Technology）呼吸疗法（Respiratory Therapy）呼吸治疗助理（Respiratory Therapy Assistant）口语表达病理学（Speech-Language Pathology）听力学（Audiology）物质虐待心理咨询（Substance Abuse Counseling）外科技术（Surgical Technology）兽医助理（Veterinarian Assistant）职业复兴心理咨询（V ocational Rehabilitation Counseling）病房职员（Ward Clerk）瑜伽疗法/瑜伽教练培训（Yoga Therapy/Teacher Training）心血管科学（Cardiovascular Science）临床专科护理（Clinical Nurse Specialist）危急病症护理（Critical Care Nursing）脊椎指压治疗术（Chiropractic）健康医疗管理（Health Care Administration）健康管理/临床助理（Health Management/Clinical Assistant）健康单元协调员（Health Unit Coordinator）健康单元经理（Health Unit Manager）医院管理（Hospital Administration）口腔临床服务（Dental Clinical Servies）自然疗法医学（Naturopathic Medicine）躯体疗法（推拿/瑜伽）（Somatic Bodywork）医疗科学家（Medical Scientist）心理健康咨询（Mental Health Counseling）医疗保险专业师（Medical Insurance Specialist）医院/医疗器械管理（Hospital/Health Care Facilities Administration）流行病学（Epidemiology）兽医学（Veterinary Medicine）兽医技术（Veterinary Technology）视觉科学（Vision Science）脚病学（Podiatry）内分泌学（Endocrinology）健康信息管理（Health Information Management）健康研究（Health Studies）麻醉学教育（Anesthesiology Education）健康科学（Health Science）工程技术类航空/宇航工程技术（Aeronautical/Aerospace Engineering Technology）建筑草案设计（Architectural Drafting）建筑工程技术（Architectural Engineering Technology）汽车工程技术（Automotive Engineering Technology）生物医学工程技术（Biomedical Engineering Technology）CAD/CADD设计（CAD/CADD Drafting/Design）民用工程设计（Civil Drafting/Civil Engineering）民用工程技术（Civil Engineering Technology）计算机工程技术（Computer Engineering Technology）计算机硬件技术（Computer Hardware Technology）计算机软件技术（Computer Software Technology）计算机系统技术（Computer Systems Technology）建筑技术（Construction/Building Technologies）草案与设计技术（Drafting and Design Technology）电子工程技术（Electrical Engineering Technologies）电子机械技术（Electromechanical Technologies）能源系统（Energy Systems）工程学技术-普通（Engineering Technology - 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电子商务英语的英汉与汉英翻译Lead-in:电子商务是互联网的产物。

互联网的本质是一个巨大的且不断发展的全球计算机网络。

据估计，目前连接到互联网上的用户已超过5亿，在世界范围内有超过9千万台的互联网主机，从而使在线交易和有效信息量显著增长。

在世界贸易组织关于电子商务的工作组中，电子商务被理解为：采用电子化的方式进行生产、分销、营销、销售或交付货物以及服务。

广义上讲，电子商务包含了电子化媒介或网络，实质上是通过互联网完成的各种商业交易。

电子商务是进行商业交易的一种新途径。

从商业观点来看，电子商务不仅仅局限于商品的购买。

除电子邮件和其他交流平台外，它还包括一个公司可以通过网络提供给顾客的所有信息或服务，从售前信息到售后服务和支持。

电子商务能通过时间和程序方面的效率提高来降低交易费用，从而降低总成本。

（改编自《电子商务英语》，北京大学出版社) Electronic Commerce is the product of the Internet. The Internet is basically a vast and ever increasing network of computers across the globe. It is estimated that the number of persons connected to the Internet today has surpassed 500 million, and there are over 90 million Internet hosts world-wide, facilitating a dramatic increase in the volume of trade and information available online.In the World Trade Organization (WTO) Work Group on Electronic Commerce, it is understood to mean: the production, distribution, marketing, sale or delivery of goods and services by electronic means. Broadly defined, electronic commerce includes an electronic medium or network. It essentially refers to all kinds of commercial transactions that are concluded over the Internet. Electronic Commerce is a new way of doing business.From a business point of view, e-commerce is not limited to the purchase of commodities. Besides e-mail and other communication platforms, it includes all information or services that a company may offer to its customers over the Net, from pre-purchase information to after-sale service and support. E-commerce can reduce transaction costs by increasing efficiency in the use of time and procedures, and thus lowering total costs.Model Essay:W eb BusinessIn the first year or so of Web business, most of the action has revolved around efforts to tap the consumer market. (1) More recently, as the Web proved to be more than a fashion, companies have started to buy and sell products and services with one another. Such business to business sales make sense because business people typically know what product they’re looking for.Nonetheless, many companies still hesitate to use the Web because of doubts about its reliability. (2) “Businesses need to feel they can trust the pathway between them and the supplier,”(3) says senior analyst Blane Erwin of Forrester Research. Some companies are limiting the risk by conducting online transaction s only with established business partners who are given access to the company’s private intranet.(4)Another major shift in the model for Internet commerce concerns the technology available for marketing. (5) Until recently, Internet marketing activities have focused on strategies to “pull”customers into sites. In the past year, however, software companies have developed tools that allow companies to “push”information directly out to consumers, transmit ting marketing messages directly to target ed customers. (6) Most notably, the Pointcast Network uses a screen saver to deliver a continually updated stream of news and advertisements to subscriber s’computer monitor s. Subscribers can customize the information they want to receive and proceed directly to company’s Web site. Companies such as Virtual Vineyards are already starting to use similar technologies to push messages to customers about special sales, product offering s, or other events. But push technology has earned the contempt of many Web users. (7) Online culture thinks highly of the notion that the information flowing onto the screen comes there by specific request. (8) Once commercial promotion begins to fill the screen uninvited, the distinction between the Web and television fade s. (9) That’s a prospect that horrifies Net purist s.But it is hardly inevitable that companies on the Web will need to resort to push strategies to make money. The examples of Virtual Vineyards, , and other pioneers show that a Web site selling the right kind of products with the right mix of interactivity, hospitality, and security will attract online customers. And the cost of computing power continues to free fall, which is a good sign for any enterprise setting up shop in silicon. People looking back5 or 10 years from now may well wonder why so few companies took the online plunge.（摘自《商务英语翻译教程（笔译）》，中国水利水电出版社）Notes:1.web business 网上交易补充：web-surfing 网上冲浪web page 网页website 网站2．revolve around 围绕着例：Their troubles revolve around money management. 他们的麻烦围绕着金钱管理。

我的就业计划酒店管理英文回答：Career Plan for Hotel Management.Introduction:The hospitality industry is a dynamic and ever-evolving field, offering ample opportunities for individuals seeking a rewarding career. As an aspiring hotel manager, I am eager to delve into this multifaceted industry and contribute to its success. This career plan outlines my goals, skills, experiences, and educational aspirations in preparation for a leadership role in the hotel management sector.Skills and Competencies:As a hotel manager, I possess a comprehensive skillset that includes:Leadership: Ability to inspire, motivate, and lead a team effectively in a fast-paced environment.Communication: Excellent verbal and written communication skills to interact with guests, staff, and other stakeholders.Customer Service: A dedication to providing exceptional guest experiences and addressing their needs promptly.Operational Management: Proficiency in managing hotel operations, including reservations, housekeeping, and guest services.Financial Management: Ability to manage hotel budgets, monitor revenue, and control costs effectively.Strategic Planning: Capacity to develop and implement strategic plans to enhance hotel performance and achieve organizational goals.Experiences:My prior experiences have equipped me with a solid foundation for a career in hotel management:Hotel Internship: Completed a 6-month internship at [Hotel Name], gaining hands-on experience in various hotel departments.Customer Service Representative: Worked as a customer service representative for [Company Name], providing excellent customer support and resolving guest inquiries.Hospitality Volunteer: Volunteered at [Organization Name], assisting with event coordination and guest relations.Educational Aspiration:To further enhance my knowledge and skills in hotel management, I am pursuing a Bachelor's Degree inHospitality Management. My coursework includes essential subjects such as:Hotel Operations: In-depth study of hotel operations, including front office, housekeeping, and food and beverage management.Hospitality Marketing: Principles and practices of marketing and sales in the hospitality industry.Revenue Management: Techniques and strategies to optimize hotel revenue and maximize profitability.Financial Management: Financial principles and practices specific to the hotel industry.Strategic Management: Development and implementation of strategic plans for hotel organizations.Career Goals:My career goal is to become an effective and successfulhotel manager. My aspirations include:Assistant Hotel Manager: Gain managerial experience and contribute to the overall operation of a hotel.Hotel Manager: Lead and manage a hotel team, ensuring exceptional guest experiences and financial performance.Regional Hotel Manager: Supervise multiple hotels within a region, setting operational standards and ensuring consistency.Vice President of Hotel Operations: Develop and implement strategic initiatives to drive growth and profitability across a hotel chain.Conclusion:With my strong skills, experiences, and educational aspirations, I am confident in my ability to succeed in a career in hotel management. I am eager to contribute my expertise and passion to the hospitality industry and makea meaningful impact in this dynamic and rewarding field.中文回答：旅馆管理就业计划。

PART II: SHORT ANSWER QUESTION: (10*4=40points)1.What is “End-benefit Effect”? Please use an example to explain it.Customers are more sensitive about the price, when the price share a large amount of the total cost of the end benefit.A Chinese couple paying 3000 dollars for the air ticket, they will pay 500 dollars for a luxury hotel. The 500 dollars is a small cost of the end benefit.2.What pricing strategies can be utilized for a product in the introduction stage of the product life cycle?Prestige pricing: Hotels and restaurants seeking to position themselves luxurious and elegant enter the market with high price to support this station.Market skimming pricing: When the new product has no competitor. It can use a high price. Market penetration pricing: With a lower price than the competitor and winning a larger market share.3.Please list and use examples to explain five different Public relations activities.Press relations :place newsworthy information into the news media to attract attention to a person.product.or service. A restaurant wrote by a local newspaper has more impact than the paper wrote by the restaurant’s manager.Product publicity:various efforts to publicize specific products . Food festival.Corporate communication: internal and external communications and promotes understanding of the organization.Lobbying: dealing with legislators and goverment officials to promote or defeat legislation and regulation.Counseling: advising management about public issues and company positions and image.4.What promotion tools can be utilized for a product in its maturity stage of the product life cycle?Samples.Coupons.Premiums.Point of purchase promotionsContests sweepstakes and games。

Unit 1inquiry询盘offer发盘counter-offer还盘acceptance受盘commercial invoice商业发票commission佣金, 回扣discount贴现abandon放弃abate减价，减税abide遵守abide by the contract遵守合同abstract摘要firm offer实盘account 账目material alteration实质性修改sales contract/confirmation销售确认书specifications规格accountant会计师consignment托运货物force majeure不可抗力shipping documents装运货单consignee收货人，货运人accumulate累计accumulated interst累计利息commercial inspection商品检验export licence出口证明insurance policy保险单forwarder货代（货运代理）acknowledge承认travel agency旅行社expiry date过期日transshipment转运beneficiary受益人balance平衡，差额balance of trade贸易差额bankrupt破产的on behalf of 代表beneficiary受益人bill账单，汇票draft / bill of exchange汇票drawer of a draft汇票开票人drawee of a draft汇票受票人acceptance of a draft接受报价confirming bank保兑银行sale on open account赊销default payment支付违约cash flow现金流Unit 2-3marketing市场营销nonprofit organization非盈利团体consumer research消费者调查stimulation激励facilitation便利publics' demand公众需求after-sale service售后服务surplus items剩余产品mass production批量生产specialization专门化，分工production era of marketing工业化的开始，供不应求production capabilities生产力board/board of directors董事会bond债券 公债intense competition激烈竞争brand name品牌名称brochure小册子critical factor关键因素social and economic justification社会经济调整calling card名片campaign运动，活动marketing environment营销环境controllable factors可控因素uncontrollable factors不可控因素top management高级管理层quantity discounts批量折扣overall objectives总体目标inventory management库存管理corporate culture企业文化time orientation时间定向level of innovation创新水平*promotions from within内部提拔target market目标市场marketing organiztion市场营销组织brand loyalty品牌忠诚度marketing mix营销组合differential advantage差别优势market segments市场细分functional功能性product-oriented产品导向product offerings产品样品*price structure价格结构promotional activities促销活动distribution system分配制度candidate候选人independent media独立媒体consumer characteristics消费者特征occupation职业competition竞争monopoly垄断capacity能力，容量monopolistic competition垄断竞争pure competition完全竞争consumerism消费主义nationalism民族主义inflation通货膨胀interest rates利率carriage运输，运费carrier承运人self service自助服务cash basis现金交易convenience store便利店cash disount现金折扣finalconsumer终端消费者organizational consumer团体消费者household use家用for resale用于再销售target marketing目标行销price catalogue价格目录total market市场总量segmentation细分ceiling price最高价格chain store连锁店classified1，分类的 2 保密的commerce商业commercial 商业的age distribution年龄分布compensate v compensation n补偿after-tax income税后收入correspondence信函 通信working women职业女性customize v定做customs n海关two-earner families双职工家庭personal income个人收入purchasing power购买力real income实际收入nonessentials非必需品luxury goods 奢侈品CV简历deficit赤字supply and demand供求earnings工资，利润product attributes 产品属性per-unit profit 单位时间利润specialized markets 专业化市场demand clusters 需求群体market positioning 市场定位develop a marketing budget 制定营销预算allocate marketing resources 分配营销资源sales forecast 销售预测trend analysis 趋势分析enclosure附件end user终端用户extension延长 延期facilitate使便利，简化statistical analysis 统计分析market penetration 市场渗透diversification 多元化flexitime弹性工作时间idle空闲 闲置incentive刺激 鼓励air fare 航空费用price conscious 价格敏感性install安装installment分期付款invoice发票maintain保养 维护maintenance保养 维护discount stores折扣店price sensitivity价格敏感性horizontal price fixing横向价格固定vertical price fixing纵向价格固定brand image品牌形象rebates折扣coupons优惠券guarantees抵押品delivery送货cost justified成本合理maritime adj海事的，海运的maritime law海商法market share市场份额non-sale items非买品merge合并 兼并net纯的，净的net profit纯利润objective目标public utilities公共设施office appliance办公用品official approval官方批准optional可选择的outstanding未偿还的overdraw透支cost-oriented pricing 成本导向定价法 overtime(OT)额外时间，加班时间parent company母公司return on investment投资回报subsidy company子公司fixed cost固定成本variable cost可变成本total revenue总收入patent专利patent office专利局prestige pricing声望定价peak高峰，最大量pension养老金 退休金per每per capita人均cash discounts现金折扣price list价目表perk公司福利permit许可证，执照driving permit驾照personal income tax个人所得税personnel人员，雇员strategic planning战略规划PR(public relations)公关position/vacancy职位managerial objectives管理目标resources allocation资源分配revenue and expense budgets收入和支出预算task force任务小组prompt迅速的，及时的property财产，所有权property assets房地产，不动产marketing control营销控制profit oriented利润导向proportion比例sales volume销售额sales share销售份额prospect前景prospective有希望的customer type客户类型product category产品类别proxy代理accounting information会计信息marketing audit营销审计past performance以往业绩marketing resources营销资源publicity宣传，广告quality质量quantity 数量financial statements财务报表GDP国内生产总值gross domestic product GNP国民生产总值gross national product BOP国际收支平衡表balance of payments citizen公民resident居民questionnaire调查问卷current account经常项目capital account资本项目exchange rate汇率real estate房地产，不动产deficit赤字dividents分红management fees管理费用interest payments利息支付royalties版税merchandise trade商品贸易recruit招聘investment income投资收入redundant adj多余的，冗余的redundancy payment解雇费reference参考，查阅，推荐书payments surplus（国际）收支盈余imbalances余额reimburse报销remit汇款，汇寄remittance汇款，汇寄renewal续约，续保monopoly group垄断集团paper currency circulation纸币流通devaluation贬值R&D(Research and development)研究开发revaluation重估economic depression经济衰退monetary value货币价值retire退休financial markets金融市场international capital flow国际资本流动financial assets金融资产revenue收入，税收economic and financial transactions经济金融交易assets资产liabilities负债double-entry bookkeeping principle复式记账原则credit and debit信贷和借记credit entries贷方账目debit entries借方账目inflow of foreign exchange外汇流入loss of foreign exchange外汇损失unreported transactions未报告的交易inconsistencies in reporting报告不一致errors and ommissions错漏statistical discrepency统计误差the value of trade贸易值sack解雇费to be given the sack被解雇transportation services运输服务hotel accommodations酒店住宿salutation问候，称呼intangible items无形项目foreign securities外国证券equity interests股本息FDI外商直接投资savings储蓄，存款foreign loans国外贷款after sales servcie售后服务stocks股票bonds债券maturity of more than one year到期超过一年sick leave病假sick note病假条sick pay病假工资foreign currencies 外汇skilled worker熟练工subsifize补贴，津贴subsidy 补贴金surplus盈余take-over接管，收购tariff关税adjustment of foreign exchange rate调整外汇率direct control of exchange rate直接控制汇率value added tax增值税trade union工会trade balance贸易平衡trade surplus贸易盈余trade deficit贸易赤字trade mark(TM)商标appreciation and depreciation of a curren货币升值和贬值turnover周转率structural imbalance结构性失衡staff turnover雇员流动率upgrade更新 改善validate使有效，证书venue场地 场所visa签证logistics物流supply chain management供应链管理physical distribution物流（狭义）integration整合vocation职业manufacturing制造业final consumer最终消费者point of consumption消费点information flow信息流material flow物料流professional literature专业文献documentation flow文件流通*returns利润inventory management存货管理order handling订单处理warehouse site selection仓库选址welfare福利distribution center配送中心DC配送中心wholesale批发retail零售withdraw提取，取款finished goods制成品component parts零部件working conditions工作条件economic value or utility经济价值或经济效用common carrier普通承运人contract carrier合同承运人company-owned equipment公司所有设备warehousing仓储fringe benefit福建福利inventory capital costs库存资本成本freight transportation货运运输regional warehouses地方库存packing methods and materials包装方式和材料mode of transportation运输方式location of inventory存货地点total cost of performing physical distribution实物配送总成本cost and service control成本和服务水平的控制functional units功能单位traffic manager货运经理divided responsibility分工负责cost reduction削减成本delegated functions委托职能large quantity shipments by truckloads大批量整车出运suboptimization局部优化inventory accumulation库存累积coordinate and integrate the resposibility整合与协调责任on the part of top management就高管理层而言ready availability of inventory可分配存货量maximum service尽量满足顾客需求unreasonable cost不合理成本in light of competition按照市场竞争情况的考虑incur excessive costs支付额外费用inventory depreciation存货贬值inventory location存货地点comparable levels of service可比的服务级别maintenance of regional warehouses维护地区仓库time lag时间差order origination订单发出merchandise delivery商品运输operations research运筹研究systems concept系统思想model concept建模思想experimentation试验田preliminary testing of alternatives可选择的初步试验electronic data电子数据information flow time信息流动时间material flow time实物流动时间recent developments最新发展impending improvements迫近的提高airfreight industry空运行业mass acceptance广泛接受routine mover of freight日常运输工具premium means of transportation最适合运输方式passenger operations乘客运作top priority优先考虑的对象incidental顺带的小事deterrents妨碍物conceive of physical distribution as an integrated wholeairfreight rates空运运价time and place utility of products产品时间地点效用automatic ordering自动排序inventory replenishment库存补货competitive advantage竞争优势organizational changes组织革新optimization of the integrated whole优化整合alternative mixes of cost elements成本因素组合选择replenishment time补货时间communications通讯lead time前置期（指从订购到供应商交货所间隔的时containers容器，集装箱，货柜piggyback service公铁联运back haul回程wholesale批发retail零售hardware stores五金商店department stores百货商店discount stores 折扣店food stores 食品店channel jumping 渠道跳跃scrambled merchandising 跨行业销售raw material and finished inventory replenishment 原材料与制成品库存补给sheer magnitude of expenditure 支出庞大untapped opportunities 未开发的机会interdepartmental control 部门之间的控制beyond legal boundaries of individual firms 公司的法律责任范围specialized enterpries 专业公司expensive duplication昂贵的重复建设loosely aligned对应不准确、松散的elimination of middlemen取消中间商intermediaries中间商disintermediation非中介化cost centers成本中心flow of transaction-creating efforts促成交易流flow of physical fulfillment efforts实物配送流physical exchange实物流通exchange intermediaries流通中介marketing specialists营销专家physical distribution specialists配送专家factory branch office办事处economic justification经济上划算limit stocks to display models尽量减少库存，只留样品direct shipment from distributor's厂家直运mail-order industry邮购业务minimization of exchange expenses交易费用最小化channel fuctions渠道功能assorting of finished goods成品分类one-way movement单向流动be subject to scrutiny受到仔细审查adjustment整货transfer收发storage存储handling搬运communications通讯concentration集中sorting分类dispersement分散custom offerings客户要求margin for error错误余地carriage risks承运风险temporal and spatial value即时空间价值in anticipation of future transaction对未来交易的估计depreciative factor折旧因素buyer's market买方市场idle inventory闲置的存货inventory risk存货风险container and unitized loads单位化装货stimulus信号源，刺激response反应feedback反馈monitor progress监督进度disproportionate spread of risk不成比例分布的风险vested interest既得利益persuasion or coercion关系友好或胁迫innovative specialization专业创新risk spreading风险分布super-organization management超企管理individual profit orientation个人利益取向motivation of conflict and cooperation冲突与合作的动机mimimum transfer存货转移最小化* maximim postponement in adjustment产品调整最大化推迟* minimum massed reserves集中储备最小化holding of homogeneous concentrated lots持有同质部件ability to adjust custom assortments调整顾客需求的能力remolding established assortments重分类*ancillary costs附加成本inventory support存货补充*central supply中心供应*erratic demand不稳定需求channel-wide considerations全渠道考虑differentiation of goods产品区分postpone change in form, identity and inventory locationproduce to order按订单生产speculation principle推测原则large-scale economies规模经济stock-out断货Unit 9HR人力资源human resources management人力资源管理labor markets劳动力市场upholstery operation汽车装潢R&D facility研发中心international mobility国际流动shortage of needed skills所需技术短缺management styles管理方式strain relations between headquarters and subsidiary personneltransfer practices调动national orientations民族主义倾向global interests全球利益distance and diversity距离与文化差异managerial transfer管理人事调动locals本地人nationals本国人expatriates外国人headquartered country总部国家home-country母国acute shortage急缺qualified candidates合格人选moving expenses迁移费settling-in expenses安置费storage expenses储藏费用legal impediments法律障碍licensing requirements许可要求immigration restrictions入境移民限制foreign assignment海外作业technical competence技术能力technical necessities技术要领foreign variations国外的变化*criteria标准adaptiveness适应性self-maintanance自保stress reduction减压host nationals东道主cognitive skills认知能力direct of transfer costs直接调动费用costs of lost performance业绩下降的损* disruption of current way of living现有生活方式的打乱personal support system个人支持系统fixed duration固定时间short-term decisions短期决策longer-term implications长期影响negative stereotypes负面形象management recruitment and selection高管的聘请和选拔capable nationals有能力的国民new hires新员工centralized personnel record system集中的人事记录系统demographic data人口统计数据company-administered tests公司组织的测试domestic transfers国内调任previous international experience以往的国际工作经验extensive interviews多方位面试management of the home国内管理*marital stress婚姻关系紧张rigorous procedure严格的程序acquisitions收购staffing arrangement人事安排primary allegiance to …首先效忠于plan manpower needs计划人力需求as reference作为参考labor-saving devices节省劳力的设备labor intensive劳动密集型appropriate technology合适的技术capital intensive资金密集型obsolete equipment过时的设备，陈旧的设备factor endowment要素禀赋cost efficient成本效益engineering bias工程倾向output per persion人均产出critical unemployment problems严重失业问题shortage of workers劳工短缺remittances home侨汇value of exports出口创汇expell foreigners驱逐外国人job opportunities就业机会homogeneous culture单一文化mobilize capital, technology and management调动资金、技术和管理migrant workers迁移性工人previously unoccupied areas聊无人烟的地区remote parts of the globe全球偏远地区housing住房infrastructure基础建设social services社会公益服务influx of temporaries临时工的涌入ethnic seperation perpetuated固化种族隔离comparative labor relations劳资关系比较sociopolitical environment社会政治环境collective bargaining劳资谈判marked class difference显著的阶级差异perceived involvement in a class struggle所谓的插手阶级斗争labor demands劳务需求adversary process对抗方式adversarial relationship对抗关系nonunion operations无工会运作vote in blocs集团内选举national legislation国家立法mediation仲裁impartial party第三方labor court劳资法庭government-chosen arbitrators官方仲裁者national unions国家总工会close company affiliation严密的公司附属机构protection from closures and redunduncy破产与裁员保护proposed layoffs计划性裁员shifts in production location生产布局的切换cessation of operations业务停止prenotification预先通知工人lifetime employment custom终身雇佣制parttime workers兼职工workers on the payroll正式员工codetermination劳资协同经营制度board of directors董事会veto power否决权minimum wage rates最低工资水平minimal effect最小影响divided workers分工strong stances强硬立场roduct ional product of payments送总成本成本和服务水平的控制整车出运整合与协调责任就高管理层而言可分配存货量尽量满足顾客需求不合理成本按照市场竞争情况的考虑支付额外费用可比的服务级别维护地区仓库可选择的初步试验信息流动时间实物流动时间迫近的提高日常运输工具最适合运输方式优先考虑的对象顺带的小事将物流配送视为一个整体*产品时间地点效用成本因素组合选择前置期（指从订购到供应商交货所间隔的时间)容器，集装箱，货柜（铁路平车运输）成品库存补给昂贵的重复建设对应不准确、松散的取消中间商促成交易流实物配送流经济上划算尽量减少库存，只留样品交易费用最小化受到仔细审查即时空间价值对未来交易的估计存货单位化装货信号源，刺激不成比例分布的风险关系友好或胁迫个人利益取向冲突与合作的动机存货转移最小化*产品调整最大化推迟*集中储备最小化持有同质部件调整顾客需求的能力存货补充*中心供应*不稳定需求全渠道考虑推迟改变存货形态、身份标识和地点*按订单生产人力资源管理劳动力市场所需技术短缺总部与子公司人事关系紧张民族主义倾向距离与文化差异管理人事调动民限制国外的变化*直接调动费用降的损失*活方式的打乱个人支持系统高管的聘请和选拔有能力的国民集中的人事记录系统人口统计数据公司组织的测试以往的国际工作经验多方位面试理*系紧张严格的程序首先效忠于计划人力需求节省劳力的设备劳动密集型合适的技术资金密集型过时的设备，陈旧的设备业问题驱逐外国人调动资金、技术和管理迁移性工人聊无人烟的地区全球偏远地区社会公益服务临时工的涌入固化种族隔离劳资关系比较社会政治环境显著的阶级差异所谓的插手阶级斗争无工会运作集团内选举官方仲裁者国家总工会严密的公司附属机构破产与裁员保护计划性裁员生产布局的切换预先通知工人终身雇佣制劳资协同经营制度最低工资水平。

酒店营销策划参考文献酒店营销策划参考文献一、中文文献1、陈俊明、吴学军.酒店营销管理(高等院校教材)[M]. 北京：中国人民大学出版社.2006.2、蔡立纲.酒店营销学[M].上海：上海科学技术出版社.2010.3、贾燕侨、彭利娜、白谦.智能旅游与酒店营销策略研究[J].旅游酒店管理.2006（3）:4-6.4、李建红.酒店营销管理[M].北京：中国旅游出版社.2005.5、刘斯威.酒店营销实务[M].北京：大众出版社.2006.6、刘怀刚.酒店营销经营的新趋势[J].酒店管理.2002(3):19-22.7、唐佩珠.酒店营销管理[M].北京：华夏出版社.2006.8、王维生.酒店营销实务[M].北京：中国旅游出版社.2004.9、徐坤、刘改汀.酒店营销管理的理论与实践[J].酒店管理.2001(7):19-24.10、徐晓霞.酒店营销国际范[M].北京：中国旅游出版社.2003.二、外文文献1、Bowen, J.T., & Chen, S.S. (2007). The relationship between service quality, customer satisfaction, and customer value: an empirical study. International Journal of Hospitality Management, 26(2), 111-122.2、Korhonen, J., & Lindberg, H. (2006). Understanding customer expectations for hotel service. International Journal of Hospitality Management, 25(3), 396-414.3、Laamanen, T., & Yl-Anttila, H. (2008). Modeling the customer-based brand equity of a hotel. Journal of Travel & Tourism Marketing, 25(2-3), 167-179.4、Müller, J., & Seyboth, A. (2009). Improving competitive advantage in hotel marketing. International Journal of Hospitality Management, 28(2), 238-244.5、Schmitt, B.H. (1999). Experiential marketing: How to get customers to sense, feel, think, act and relate to your company and brands. New York: The Free Press.6、Seo, J., & Webster, F.E. (2009). The impact ofe-marketing capabilities on customer acquisition and retention in hotel industry. International Journal of Hospitality Management, 28(1), 102-110.7、Welk, S., Günther, U., & Meuter, M.L. (2010).Price-quality relationships and the implications for marketing and pricing in the hotel industry. International Journal of Hospitality Management, 29(1), 32-42.8、Xie, Y., & Chen, A.P. (2006). An integrated view of hotel demand and booking dynamics. Journal of Travel & TourismMarketing, 21(3), 19-31.。

英语作文-洞悉旅游饭店行业的市场竞争与机遇The hospitality industry, particularly the hotel sector, is a vibrant field characterized by intense competition and significant opportunities. In the realm of tourism, hotels play a pivotal role as they provide a home away from home for travelers. Understanding the market dynamics of this industry is crucial for any stakeholder looking to thrive and capitalize on the potential it holds.Market Competition。

The hotel industry is marked by a high level of competition. With a plethora of options available to travelers, from luxury resorts to budget-friendly hostels, the battle to win over customers is fierce. Hotels compete on various fronts, including price, location, amenities, and unique experiences. The advent of online booking platforms has intensified this competition, making price comparisons and reviews readily accessible to potential guests.To stay competitive, hotels must innovate and differentiate themselves. This can be achieved through exceptional customer service, investing in technology to streamline operations and enhance the guest experience, or by offering unique packages and experiences that cannot be found elsewhere. Sustainability has also become a competitive edge, as more travelers seek eco-friendly accommodations.Opportunities。

关于定价的英语话题
1.定价策略（Pricing Strategies）：讨论不同类型的定价策略，如成本导向定价、竞争导向定价、价值导向定价等。

2.价格歧视（Price Discrimination）：讨论价格歧视的概念和实践，以及如何在不同市场条件下运用价格歧视策略。

3.价格敏感度（Price Sensitivity）：讨论消费者对价格变化的反应，以及如何通过市场调研和分析来了解消费者的价格敏感度。

4.价格定位（Price Positioning）：讨论将产品或服务的价格定在市场上的不同位置，以吸引不同类型的消费者。

5.价格波动（Price Fluctuations）：讨论价格波动的原因和影响，以及如何应对价格波动以保持利润水平。

6.定价与竞争（Pricing and Competition）：讨论在竞争激烈的市场中如何制定定价策略，以保持竞争优势并吸引消费者。

7.定价与成本（Pricing and Costs）：讨论如何将成本因素纳入定价策略，以确保盈利能力并维持业务发展。

8.定价与市场接受度（Pricing and Market Acceptance）：讨论如何根据市场需求和消费者期望来制定价格，以提高市场接受度。

9.定价与品牌形象（Pricing and Brand Image）：讨论如何在品牌形象和定价之间取得平衡，以吸引消费者并增强品牌价值。

10.定价与营销策略（Pricing and Marketing Strategy）：讨论如何在整体营销策略中协调定价和其他要素，以实现业务目标。