POLITICI DE MARKETING IN DOMENIUL SERVICIILOR HOTELIERE - Studiu caz Hotel Aurora

INTRODUCERE……………………………………………………………………...4
         CAPITOLUL I. CONŢINUTUL MARKETINGULUI SERVICIILOR.................6
                  1.1. Geneza marketingului serviciilor………………………………………………….6
                     1.2. Conţinuturile serviciilor………………………………………………………….11
                1.3. Metode de stabilire a serviciilor………………………………………………….15
                CAPITOLUL II. POLITICI DE MK ÎN DOMENIUL SERVICIILOR………...17
                         2.1. Politica de produs………………………………………………………..………18
                           2.1.1. Oferta de servicii……………………………………………………….18
                         2.1.2. Poziţia serviciilor……………………………………………………...19
                                  2.1.3. Înnoirea şi diversitatea ofertei de
                                                    servicii………………………..…….19
                        2.2. Politica de preţ……………………………………………………………………………21
              2.2.1. Rolul preţului în elaborarea strategiei de marketing în
                                                       servicii…..........21
                   2.2.2. Obţiuni strategice în politica de preţ în domeniul
                                                         serviciilor…………..22
                      2.3. Politica de distribuţie…………………………………………………………….23
                          2.3.1. Canale şi reţele de distribuţie în domeniul
                                   serviciilor............................23
                                                           2.3.2. Reţeaua de
distribuţie.................................................................
                                                              ............24
                                                            2.4. Politica de
comunicare..................................................................
                                                  ........................24
                                           2.4.1. Obiectivele comunicării în
         servicii.........................................................25
         CAPITOLUL III. COMPORT. CONSUMATORULUI DE SERVICII...............26
                                                               3.1. Procesul
precumpărării...............................................................
                                              ............................26
                                                               3.2. Procesul
cumpărării..................................................................
                                            ..............................27
                                                               3.3. Procesul
postcumpărării..............................................................
                                               ...........................27
          CAPITOLUL IV. DOMENIILE MARKETINGULUI SERVICIILOR...............29
                                                4.1. Marketingul în domeniul
turistic....................................................................
                                                                  ........29
                                                       4.1.1. Analiza pieţei
turistice...................................................................
                                                                ..........29
                                                  4.1.2. Diagnosticul firmei
turistice...................................................................
                                                                         .32
                                             4.1.3. Politici şi strategii de
   marketing..............................................................38
    CAPITOLUL V. STUDIU DE CAZ. POLITICI DE MARKETING LA HOTEL    AURORA,
TIMIŞOARA...................................................................
                         .........................42
                                                                  5.1. Scurt
istoric.....................................................................
                                   .......................................42
                                            5.2. Structura organizatorică şi
funcţională.................................................................
                                                                         .43
                                                            5.3. Obiectivele
principale..................................................................
                                                ..........................47
                                                 5.3.1. Obiective principale
realizate..................................................................4
                                                                           8
                                              5.3.2. Obiective principale de
  viitor..................................................................48
                                                                        5.4.
Concurenţa..................................................................
                               ...........................................49
                5.5. Valorificarea potenţialului existent la „Hotel Aurora”,
                                         Timişoara........................50
                                                       5.5.1. Comportamentul
personalului................................................................
                                                                         .50
                                             5.5.2. Stabilirea preţurilor şi
 tarifelor................................................................52
                                                         5.5.3. Preţurile de
cazare......................................................................
                                                             .............52
                                             5.5.4. Preţurile în alimentaţia
    publică...............................................................53
                                                 5.5.5. Serviciul marketing-
vânzări....................................................................5
                                                                           4
                                                          5.5.6. Mijloace de
plată.......................................................................
                                                            ..............56
                                                                      5.5.7.
Investiţiile................................................................
                                          ................................57
           5.6. Studiu de fezabilitate privind dezvoltarea zonei de agrement
                                                      Ştrand Aurora.......57
     Concluzii..............................................................
                  ........................................................61
     Bibliografie...........................................................
                   .......................................................62
     Anexe..................................................................
                ..........................................................63