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Marketing en elsector turístico

Marketing en elsector turístico

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2. INTERPRETACIÓN DE LA SEGMENTACIÓN DE MERCADOS TURÍSTICOS................... 35

Mapa conceptual........................................................................O............................................... 36

2.1. La segmentación en el sector turístico................................................................... 37

2.1.1. Ventajas de la segmentación........................................................................O......... 39

2.1.2. Requisitos generales y estratégicos deO los segmentos.......................................... 39

2.1.3. Variables de segmentación más utilizaOdas en turismo.......................................... 40

2.2. Público objetivo y estrategias de elección........................................................... 42

2.2.1. Estrategia de marketing masivo o indifeOrenciado.................................................. 43

2.2.2. Estrategia de marketing diferenciaOdo.................................................................... 43

2.2.3. Estrategia de marketing diferenciaOdo

one to one................................................. 44

2.2.4. Estrategia de concentración........................................................................O.......... 44

2.2.5. Estrategia de nicho........................................................................O......................... 45

2.3. Aplicación de la segmentación en las empresas turísticas............................... 46

2.3.1. Cuándo utilizar una estrategia de maOrketing masivo

en mercados turísticos........................................................................O.................. 46

2.3.2. Cuándo utilizar una estrategia de maOrketing diferenciado

en mercados turísticos........................................................................O.................. 46

2.3.3. Cuándo utilizar una estrategia de maOrketing diferenciado

one to one

en mercados turísticos........................................................................O.................. 48

2.3.4. Cuándo utilizar una estrategia de maOrketing concentrado

en mercados turísticos........................................................................O.................. 48

2.4. Posicionamiento en el mercado........................................................................O....... 50

2.4.1. Estrategias generales de posicionamiOento............................................................ 50

2.4.2. Estrategias específicas de posicionaOmiento.......................................................... 52

2.4.3. Conductas que hay que evitar al posicioOnar la marca........................................... 54

2.4.4. Características de un buen posicionaOmiento de marca........................................ 55

Actividades de autoevaluación........................................................................O..................... 56

Lee y debate en clase........................................................................O...................................... 57

PARTE II. IDENTIFICACIÓN DEL MARKETING MIX Y SUS ELEMENTOS............................. 59

3. PRODUCTO Y PRECIO........................................................................O....................................... 61

Mapa conceptual........................................................................O............................................... 62

3.1. Introducción al marketing mix........................................................................O........... 63

3.2. El producto/servicio turístico........................................................................O............ 64

3.2.1. Niveles del producto........................................................................O..................... 65

3.3. La servucción........................................................................O.......................................... 66

3.3.1. Elementos que intervienen en el procesoO de servucción..................................... 67

3.4. El ciclo de vida del producto y destinos turísticos............................................ 69

3.4.1. Fases del ciclo de vida de un proOducto turístico................................................. 70

3.4.2. Fases del ciclo de vida de un dOestino turístico..................................................... 72

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7.0.1. :LgLNiPgohiUNLh OP bL PNedecoL 5OP cPgNLOe..................5..................5..................5... 1/4

7.0.2. CLbbeh Pd bL PNedecoL OP cPgNLOe5..................5..................5..................5..................5 1/5

LBDBA RiAékjnÒífmhník..................5..................5..................5..................5..................5..................5 1/6

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7.1.1. CLNiegPh OP bL NgPLNUrd OP cekUcU5Pdieh

OP NedhjcUOegPh..................5..................5..................5..................5..................5......... 1/8

7.1.2. IUfeh OP cekUcUPdieh OP NedhjcUOegPh..................5..................5..................5........ 1/8

LBEBA bm4djh1déhkjfnA8fA8f5fjndA8fiAékjnÒíh8kmAfjARnld(d..................5................. 10/

7.2.0. CLNjL-:edhjcUOegPh Pd 9NNUrd..................5..................5..................5..................5.... 10/

7.2.1. GgSLdUmLNUrd OP :edhjcUOegPh l KhjL5gUeh (G:K)..................5..................5........... 10/

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l KhjLgUeh (:B9::K)..................5..................5..................5..................5..................5.... 100

7.2.3. 9heNULNUrd DPdPgLb OP :edhjcUOegPh (9HDB:G)..................5..................5............ 100

7.2.4. :edRPOPgLNUrd OP :edhjcUOegPh l KhjLgU5eh (:B:K)..................5..................5........ 101

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LBGBA ákmíd9hodAnkemfAfiAékjnÒíh8kmAóAnÒnA8fmfégkn..................5..................5.............. 103

7.4.0. APgPNTeh MnhUNeh OP beh NedhjcUOegPh l 5jhjLgUeh..................5..................5.......... 103

7.4.1. 9heNULNUedPh OP NedhjcUOegPh l jhjLgUeh5..................5..................5..................5..... 103

7.4.2. FL :edRPgPdNUL HPNiegULb OP :ed5hjce..................5..................5..................5............. 104

7.4.3. EdRgLNNUedPh..................5..................5..................5..................5..................5..................5 105

7.4.4. HLdNUedPh..................5..................5..................5..................5..................5..................5... 106

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