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Urnek Mag American Ang

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  University American College Skopje Master’s Thesis TABLE OF CONTENTS Acknowledgment .............................................................................................................. 7Abstract .............................................................................................................................. 81. Introduction ................................................................................................................ 1.1 !esearc objectives .......................................................................................... 1.# $orking ypot esis ........................................................................................... 1.% &et odology ..................................................................................................... 1'1.( )*pected results .............................................................................................. 1'#. Analysis o+ t e current strategic marketing positioning o+ , rid ................... 11#.1. &arket researc .............................................................................................. 18#.1.1. -emograp ic and i+estyle /rends .................................................... 18#.1.#. )conomic Conditions ............................................................................ 1#.1.%. aws and 0overnment Actions ........................................................... 1#.1.(. /ec nology .............................................................................................. #'#.1.. Competition ............................................................................................ #'#.1.2. S$,/ Analysis ....................................................................................... #(#.#. Segmenting3 targeting and positioning ...................................................... ##.#.1. Segmentation ......................................................................................... ##.#.1.1. Approac ing Segmentation .................................................. #2#.#.1.#. 4roduct !elated Segmentation ............................................ #8#.#.1.%. -emand56ased Segmentation ............................................. #8#.#.1.(. 6e avioral Segmentation ...................................................... ##.#.#. /argeting ................................................................................................. ##.#.#.1. &arketing objectives +or eac target market ................... %'#.#.%. 4ositioning ............................................................................................... %1#.#.%.1. )ective 4ositioning ............................................................... %##.#.%.#. 4ositioning Intangibles ........................................................... %##.#.%.%. / e positioning process ......................................................... %%#.#.%.(. &arket 4ositioning .................................................................. %%#.#.%.. 4syc ological 4ositioning ...................................................... %#.#.%.2. ,bjective 4ositioning ............................................................. %2#.#.%.7. Subjective 4ositioning ............................................................ %7#.#.(. 4ositioning Approac es ...................................................................... %7#.#.(.1. 4ositioning by attribute3 +eature3 or customer benet ... %7  ................ %  University American College Skopje Master’s Thesis #.#.(.#. 4ositioning by 4rice 9alue ..................................................... %7#.#.(.%. 4ositioning wit respect to use or application ................. %8#.#.(.(. 4ositioning according to t e users or class o+ users ....... %8#.#.(.. 4ositioning wit respect to a product class ...................... %8#.#.(.2. 4ositioning vis5a5vis t e competition .................................. %8#.%. 4roduct policy and branding ......................................................................... %#.%.1. ocation and Accessibility 5 4lace ...................................................... ('#.%.#. 4roduct -evelopment ........................................................................... ('#.%.%. 9alori:ation o+ Cultural ;eritage ........................................................ (##.%.(. 6randing ................................................................................................... (%#.%.(.1. , rid brand development process ........................................ ((#.(. 4rice policy ........................................................................................................ (2#.(.1. , rid<s price policy on t e tourism market ..................................... (7#.. 4romotion policy .............................................................................................. (8#..1. Sales and 4romotion .............................................................................. (#..#. 4ublic !elations ...................................................................................... '#..%. -irect &arketing ..................................................................................... 1#..(. 4ersonal Selling ...................................................................................... ##... Sponsors ip /ourism ............................................................................. ##.2. -istribution and sales policy ......................................................................... ##.2.1. -istributing , rid tourism product .................................................... #.2.#. -istributionsystems ............................................................................... #.2.%. Compilinga distribution strategy ........................................................ #.2.(. Commondistribution met ods ............................................................. 2#.2.. A=liations wit booking agents .......................................................... 2#.2.2. -irect sales t roug t e Internet ........................................................ 2#.2.7. -istributors and t eir commission rates ........................................... 2#.2.8. / elink between distribution and promotion ................................... 7%. Comparative study wit 6led ................................................................................. 8%.1. /ourist5geograp ical position ....................................................................... 8%.1.1. , rid ....................................................................................................... 8%.1.#. 6led ......................................................................................................... 2'%.1.%. Comparison o+ t e tourist5geograp ical position o+ , rid and 6led .................................................................................................................... 2#%.#. Approac towards t e natural +actors as an integrative part in t e tourist product ......................................................................................................... 2#

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Jul 23, 2017
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