Nhóm 6 - Lớp L01 - Tình huống Marketing Khách sạn - Du lịch
Tình huống 5: Phân tích tình thế Marketing
Ảnh hưởng của du lịch đối với thành phố New York
5.1. Hãy cho biết những vấn đề đặt ra khi phân tích hoàn cảnh đối với một thành
phố lớn như New York:
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 !"#$%$&'()*+,-./'./0123
45(6'.-7$%8')5990/:;<&'
=>*)?@.A-+
 6!50/'B)8CC@DCE8F$
G#$E)5<'+
6H<90I'#$G< !'C59/90I
GJ'0I>'.I')KL5%&5M
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6O>PQ5&BFQG@D !=-'>(*R'B'
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6YE#$E)5<' !'@0ICB)
L(<(E-*Z0I*F%CL&X@0/'20[
<0IC0IJ(*)0IC
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5.2. Bạn hãy nêu 6 bước trong việc phân tích hoàn cảnh đã trình bày trong ví dụ
điển hình về thành phố New York?
Bước 1. Phân tích môi trường Marketing:
6\([:(>)-B0/]50D*Z
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Nhóm 6 - Lớp L01 - Tình huống Marketing Khách sạn - Du lịch
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X$E$n%0f)'.5P8+,-@.
|7(G.<RR%8-*Z(G0IL&+
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x1X0bNut6ku_]liiiceo%*.850b%
8#]liii#$'.14+,-J'5($).850b
()_*Z5$59/')5%8'.+
x1X0b.Ndt6uk]liiilco%*.E$
<%8A@&)*Dn+S/14J%C

'.-0I+
6O*D>()*)'0&7')%8C0IE.
N$J+H&0IE.N$J*Z(_#$140I@5
>/‚(-*L(&E.E$57)0/*Z7148$Q
0D+O<J*.0I8#$14@9'.()D
`$Ya-5„59*D>)
'0&%8C#$14+
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Nhóm 6 - Lớp L01 - Tình huống Marketing Khách sạn - Du lịch
6. Phân tích vị thế và kế hoạch Marketing:
!'.12345(]E$0I0$./5&%
()‚]%-/)'>#$)@'J%()
)€C+!'.=NF$„E./*.c
'.-()%89`$Ya+!85*.c#$12345(
P()%8^*+1]cjjin&$]#$0I()%8E.
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%8#$@$5%8y!G14{*5$59
0D(G.'.9E)8'>€'.<@9
I*/.#5$+10J&R*)J*L^5$
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$J'59/14%-&R*)L*L*)
(GPR#$'.+
5.3. Những bước nào trong số 6 bước đó đã không được đề cập đến và cho biết việc
thực hiện những bước đó như thế nào?
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@0/t8($5(2"&L&)@0/-0*$[
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(G)5bP5$KGJ'0I-'CC
@0/'()$+
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)=0#$%8'.0I%~%B)+
Tình huống 7: Phân đoạn thị trường và xác định vị thế:
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