Demand & supply on hotel services
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This document summarizes the demand and supply factors in the hotel services market. On the demand side, it outlines the various motives that drive tourists' preferences, including physiological, cultural, social and fantasy motives. It also discusses how tourists' individual preferences and imaginations of a hotel's image impact their demand. On the supply side, it describes how the labor of hotel staff, tourism resources like natural attractions, and capital expenditures contribute to the hospitality product offered. The market brings together the demand for hospitality services from tourists and the supply of hospitality products from the tourism industry.
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Demand & supply on hotel services
- 1. Demand & supply of hotel services Lecture
- 3. Demand on hospitality services Motives • • • • Physiological Cultural Social Fantasy Individual preferences • Predilections • Previous impressions • Advertisements Imaginations of tourist • Hotel’s image
- 4. Demand on hospitality services • Physiological Motives to travel • Cultural • Social • Fantasy • Predilections Individual • Previous impressions preferences • Advertisements on hotels Image of hotel • • • • • • • Climate Prices Views Security Infrastructure People Sanitary and hygiene
- 5. Hospitality product supply Tourism resources • Natural attractions • Local hospitality • Tourism infrastructure Labor of hotel staff Expenditures of hotel • Capital funds (lodge + meals) • Man maid attractions • Impressive expressions
- 6. Tourist (Demand) Motives Natural Cultural Social Fantastic Preferences Predilections + Previous impressions + Advertisements Imagination Hotel’s image Tourism industry (Supply - hotels) Hospitality market Hospitality product Labor Expressions, which lead to the impressions Expenditure Capital funds (lodge & meals) + artificial attractions Tourism resources Sights, Hospitality Tourism infrastructure
- 7. Addittion: Some features of hospitality product Made during the consumption Variable quality Can’t store Complicated Consumer comes to the product
Editor's Notes
- SmartArt custom animation effects: continuous picture list(Basic)To reproduce the SmartArt effects on this slide, do the following:On the Home tab, in the Slides group, click Layout, and then clickBlank. On the Insert tab, in the Illustrations group, click SmartArt. In the Choose a SmartArt Graphic dialog box, in the left pane, click List. In the List pane, double-click Continuous Picture List (third row, fourth option from the left) to insert the graphic into the slide.On the slide, select the graphic. Under SmartArt Tools, on the Format tab, click Size, and then do the following:In the Height box, enter 5.05”.In the Width box, enter 7.57”.Under SmartArt Tools, on the Format tab, click Arrange, click Align, and then do the following:Click Align to Slide.Click Align Middle. Click Align Center. Select the graphic, and then click one of the arrows on the left border. In the Type your text here dialog box, enter text.Select the graphic. Under SmartArtTools, on the Design tab, in the SmartArtStyles group, click More, and then under Best Match for Document clickselect Moderate Effect (fourth option from the left).Click each of the three picture placeholders in the SmartArt graphic, and then in the Insert Picture dialog box, select a picture and click Insert.Press and hold CTRL, and then select the three circle pictures on the slide.Under PictureTools, on theFormat tab, in the PictureStyles group, click PictureEffects, point toGlow, and then do the following:Under Glow Variations, click Accent color 1, 8 pt glow(second row, first option from the left).Point to MoreGlowColors,and then under Theme Colors click Orange, Accent 6, Lighter 80% (second row, 10th option from the left).Select the left-right arrow at the bottom of the SmartArt graphic. Under SmartArtTools, on the Format tab, in the ShapeStyles group, click the arrow next to ShapeFill, point to Gradient, and then click MoreGradients. In the Format Shape dialog box, click Fill in the left pane,select Gradient fill in the Fill pane, and then do the following:In the Type list, select Linear.Click the button next to Direction, and then select Linear Right (first row, fourth option from the left).Under Gradient stops, click Add or Remove until three stops appear in the drop-down list.Also under Gradient stops, customize the gradient stops as follows:Select Stop 1 from the list, and then do the following:In the Stop position box, enter 0%.Click the button next to Color, and then under Theme ColorsclickOrange, Accent 6, Darker 25% (fifth row, 10th option from the left).Select Stop 2 from the list, and then do the following: In the Stop position box, enter 50%.Click the button next to Color, and then click MoreColors. In the Colors dialog box,on theCustom tab, enter values for Red: 255, Green: 192, Blue: 0.Select Stop 3 from the list, and then do the following: In the Stop position box, enter 100%.Click the button next to Color, and then under Theme ColorsclickOrange, Accent 6, Darker 25% (fifth row, 10th option from the left).Press and hold CTRL, and then select the three rounded rectangles on the slide. On the Home tab, in the Font group, select Gill Sans MT from the Font list, enter 30 pt in the Font Size box, click the arrow next to Font Color, and then click White, Background 1 (first row, first option from the left).Under SmartArtTools, on the Format tab, in the ShapeStyles group, click Shape Effects, point to Reflection, and then under ReflectionVariations click Tight reflection, touching (first row, first option from the left).Under SmartArtTools, on the Format tab, in the ShapeStyles group, click Shape Fill, point to Gradient, and then click More Gradients. In the Format Shape dialog box, in the left pane, click Fill, select Gradient fill in the Fill pane, and then do the following:In the Type list, select Linear.In the Direction list, select Linear Down (first row, second option from the left).Under Gradient stops, click Add or Remove until two stops appear in the drop-down list.Also under Gradient stops, customize the gradient stops as follows:Select Stop 1 from the list, and then do the following:In the Stop position box, enter 19%.Click the button next to Color, and then under Theme ColorsclickBlack, Text 1 (first row, second option from the left). Select Stop 2 from the list, and then do the following: In the Stop position box, enter100%.Click the button next to Color, and then under Theme ColorsclickBlack, Text 1, Lighter 50% (second row, second option from the left).To reproduce the animation effects on this slide, do the following:On the Animations tab, in the Animations group, click CustomAnimation.On the slide, select the graphic. In the Custom Animation task pane, do the following:Click Add Effect, point to Entrance, and then clickMoreEffects. In the Add Entrance Effect dialog box, underModerate, clickStretch. Under Modify: Stretch, in the Speed list, selectFast.Also in the CustomAnimation task pane, click the arrow to the right of the animation effect, and then click Effect Options. In the Stretch dialog box, on the SmartArtAnimation tab, in the Group graphic list, select One by One.Also in the CustomAnimation task pane, click the double arrows under the animation effect to expand the list of effects. Press and hold CTRL, and then select all of the animation effects in the Custom Animation task pane. Under Modify: Stretch, in the Start list, selectWith Previous.Select the first animation effect (stretch effect for the left-right arrow) in the CustomAnimation task pane. Under Modify: Stretch, click the arrow to the right of the effect, and then click Timing. In the Stretch dialog box, on the Timing tab, do the following: In the Delay box, enter 0.5.In the Speed box, enter 1.5 seconds.Press and hold CTRL, and then select the second and third animation effects (stretch effects for the left panel) in the CustomAnimation task pane. Under Modify: Stretch, in the Direction list, select From Right. Also in the Custom Animation task pane, with the second and third animation effects still selected, click the arrow to the right of one of those effects, and then click Timing. In the Stretch dialog box, on the Timing tab, in the Delay box, enter 1, and then click OK.Press and hold CTRL, and then select the sixth and seventh animation effects (stretch effects for the right panel) in the Custom Animation task pane. Under Modify: Stretch, in the Direction list, select From Left. Also in the Custom Animation task pane, with the sixth and seventh animation effects still selected, click the arrow to the right of one of those effects, and then click Timing. In the Stretch dialog box, on the Timing tab, in the Delay box, enter 1.To reproduce the background effects on this slide, do the following:Right-click the slide background area, and then click Format Background. In the Format Background dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following:In the Type list, select Radial.Click the button next to Direction, and then click From Center(third option from the left). Under Gradient stops, click Add or Remove until two stops appear in the drop-down list.Also under Gradient stops, customize the gradient stops as follows:Select Stop 1 from the list, and then do the following:In the Stop position box, enter 0%.Click the button next to Color, and then under Theme Colors click White, Background 1 (first row, first option from the left).Select Stop 2 from the list, and then do the following: In the Stop position box, enter 100%.Click the button next to Color, and then under Theme Colors click Black, Text 1, Lighter 25% (fourth row, second option from the left).
- SmartArt custom animation effects: vertical chevron list with bright colors(Basic)To reproduce the SmartArt effects on this slide, do the following:On the Home tab, in the Slides group, click Layout, and then clickBlank. On the Insert tab, in the Illustrations group, click SmartArt. In the Choose a SmartArt Graphic dialog box, in the left pane, click List. In the List pane, click Vertical Chevron List (fourth row, fourth option from the left), and then click OK to insert the graphic into the slide.Select the graphic, and then click one of the arrows on the left border. In the Type your text here dialog box, enter text. Select the graphic. Under SmartArt Tools, on the Format tab, click Size, and then do the following:In the Height box, enter 5.35”.In the Width box, enter 6.86”.Under SmartArt Tools, on the Format tab, click Arrange, click Align, and then do the following:Click Align to Slide.Click Align Middle. Click Align Center. On the slide, select the graphic. On the Design tab, in the Themes group, click Colors,and then under Built-in click Solstice. (Note: If this action is taken in a PowerPoint presentation containing more than one slide, the color scheme will be applied to all of the slides.)Under SmartArtTools, on the Design tab, in the SmartArtStyles group, do the following:Click ChangeColors and then under Colorful click Colorful Range – Accent Colors 4 to 5 (fourth option from the left).Click More, and then under 3-D click Polished (first row, first option from the left).Press and hold CTRL, and then select the three chevron shapes (topic headings). On the Home tab, in the Font group, select Gill Sans MT Condensed from the Font list, and then enter 35 in the Font Size box.Press and hold CTRL, and then select the three rectangles (bulleted lists). On the Home tab, in the Font group, select Gill Sans MT Condensed from the Font list, and then enter 33 in the Font Size box. Under SmartArtTools, on the Format tab, in the Shape Styles group, click the arrow next to Shape Fill, point to Gradient, and then click More Gradients. In the Format Shape dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following:In the Type list, select Linear.Click the button next to Direction, and then click Linear Down (first row, second option from the left).Under Gradient stops, click Add or Remove until two stops appear in the drop-down list.Also under Gradient stops, customize the gradient stops as follows:Select Stop 1 from the list, and then do the following:In the Stop position box, enter 20%.Click the button next to Color, and then under Theme Colors click White, Background 1 (first row, first option from the left).In the Transparency box, enter 73%.Select Stop 2 from the list, and then do the following: In the Stop position box, enter 100%.Click the button next to Color, and then under Theme Colors click White, Background 1 (first row, first option from the left).In the Transparency box, enter 0%.To reproduce the animation effects on this slide, do the following:On the Animations tab, in the Animations group, click CustomAnimation.On the slide, select the graphic. In the CustomAnimation task pane, do the following:Click Add Effect, point to Entrance, and then click MoreEffects. In the Add Entrance Effect dialog box, under Moderate, click Descend.Under Modify: Descend, in the Speed list, select VeryFast.Also in the CustomAnimation task pane, select the animation effect. Click the arrow to the right of the animation effect, and then click EffectOptions. In the Descend dialog box, on the SmartArtAnimation tab, in the Group graphic list, select One by one, and then click OK.Also in the Custom Animation taskpane, click the double arrow under the animation effect to expand the contents of the list of effects, and then do the following:Select the first animation effect (descend effect for the first topic heading). Under Modify: Descend, in the Start list, select After Previous. Press and hold CTRL, select the second, fourth, and sixthanimation effects (descend effects for the bulleted lists), and then do the following:Click Change, point to Entrance, and then click More Effects. In the Change Entrance Effect dialog box, under Moderate, click Stretch, and then click OK.Under Modify: Stretch, in the Direction list, select From Left. Under Modify: Stretch, in the Speed list, select Fast.To reproduce the background effects on this slide, do the following:Right-click the slide background area, and then click Format Background. In the Format Background dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following:In the Type list, select Linear.In the Direction list, click Linear Up (second row, second option from the left).Under Gradient stops, click Add or Remove until two stops appear in the drop-down list.Also under Gradient stops, customize the gradient stops that you added as follows:Select Stop 1 from the list, and then do the following:In the Stop position box, enter 20%.Click the button next to Color, and then under Theme Colors click White, Background 1 (first row, first option from the left).In the Transparency box, enter 0%.Select Stop 2 from the list, and then do the following: In the Stop position box, enter 100%.Click the button next to Color, and then under Theme Colors clickWhite, Background 1, Darker 50% (sixth row, first option from the left).
- SmartArt custom animation effects: upward arrow process(Basic)To reproduce the SmartArt effects on this slide, do the following:On the Home tab, in the Slides group, click Layout, and then clickBlank. On the Insert tab, in the Illustrations group, click SmartArt. In the Choose a SmartArt Graphic dialog box, in the left pane, click Process. In the Process pane, click Upward Arrow (sixth row, third option from the left), and then click OK to insert the graphic into the slide.Select the graphic, and then click one of the arrows on the left border. In the Type your text here dialog box, enter text. (Note: To create a bulleted list below each heading, select the heading text box in the Type your text here dialog box, and then under SmartArtTools, on the Design tab, in the CreateGraphic group, click AddBullet. Enter text into the new bullet text box.)On the slide, select the graphic. Under SmartArtTools, on the Design tab, in the SmartArtStyles group, do the following:Click ChangeColors, and then under Colorful click Colorful Range - Accent Colors 3 to 4 (third option from the left).Click More, and then under Best Match for Document click Intense Effect (fifth option from the left).On the Home tab, in the Font group, select Calibri from the Font list, and then select 24 from the Font Size list.Select the text in the first text box from the left. Under SmartArtTools, on the Format tab, in the WordArtStyles group, click the arrow next to TextFill, and then under Theme Colors clickOliveGreen, Accent 3, Darker 25% (fifth row, seventh option from the left).Select the text in the second text box from the left. Under SmartArtTools, on the Format tab, in the WordArtStyles group, click the arrow next to TextFill, and then under Theme Colors clickAqua, Accent 5, Darker 25% (fifth row, ninth option from the left).Select the text in the third text box from the left. Under SmartArtTools, on the Format tab, in the WordArtStyles group, click the arrow next to TextFill, and then under Theme Colors clickPurple, Accent 4, Darker 25% (fifth row, eighth option from the left).To reproduce the animation effects on this slide, do the following:On the Animations tab, in the Animations group, click CustomAnimation.On the slide, select the graphic. In the CustomAnimation task pane, do the following:Click Add Effect, point to Entrance, and then click MoreEffects. In the Add Entrance Effect dialog box, under Basic, click Wipe. Under Modify: Wipe, in the Direction list, select From Left.Under Modify: Wipe, in the Speed list, select Fast.Also in the Custom Animation task pane, select the wipe effect. Click the arrow to the right of the wipe effect, and then click Effect Options. In the Wipe dialog box, on the SmartArt Animation tab, in the Group graphic list, select One by one.Also in the Custom Animation task pane, click the double arrow under the wipe effect to expand the contents of the list of effects.Also in the Custom Animation task pane, select the second wipe effect and then do the following:Click Change, point to Entrance, and then click More Effects. In the Change Entrance Effect dialog box, under Exciting, click Curve Up.Under Modify: Curve Up,in the Start list, select With Previous. Under Modify: Curve Up,in the Speed list, select Very Fast.Also in the Custom Animation taskpane, select the third wipe effect and then do the following:Click Change, point to Entrance, and then click More Effects.In the Change Entrance Effect dialog box, under Moderate, click Descend.Under Modify: Descend,in the Start list, select With Previous. Under Modify: Descend,in the Speed list, select Very Fast.Click the arrow to the right of the third wipe effect, and then click Timing. In the Descend dialog box, on the Timing tab, in the Delay box, enter 0.5.Also in the Custom Animation task pane, select the fourth wipe effect and then do the following:Click Change, point to Entrance, and then click More Effects.In the Change Entrance Effect dialog box, under Exciting, click Curve Up.Under Modify: Curve Up,in the Start list, select On Click. Under Modify: Curve Up,in the Speed list, select Very Fast.Also in the Custom Animation taskpane, select the fifth wipe effect and then do the following:Click Change, point to Entrance, and then click More Effects.In the Change Entrance Effect dialog box, under Moderate, click Descend.Under Modify: Descend,in the Start list, select After Previous. Under Modify: Descend,in the Speed list, select Very Fast.Also in the Custom Animation task pane, select the sixth wipe effect and then do the following:Click Change, point to Entrance, and then click More Effects.In the Change Entrance Effect dialog box, under Exciting, click Curve Up.Under Modify: Curve Up,in the Start list, select On Click. Under Modify: Curve Up,in the Speed list, select Very Fast.Also in the Custom Animation task pane, select the seventh wipe effect and then do the following:Click Change, point to Entrance, and then click More Effects.In the Change Entrance Effect dialog box, under Moderate, click Descend.Under Modify: Descend,in the Start list, select After Previous. Under Modify: Descend,in the Speed list, select Very Fast.To reproduce the background effects on this slide, do the following:Right-click the slide background area, and then click Format Background. In the Format Background dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following:In the Type list, select Linear.In the Direction list, click Linear Right (first row, fourth option from the left).Under Gradient stops, click Add or Remove until two stops appear in the drop-down list.Also under Gradient stops, customize the gradient stops that you added as follows:Select Stop 1 from the list, and then do the following:In the Stop position box, enter 39%.Click the button next to Color, and then under Theme Colors click White, Background 1 (first row, first option from the left).Select Stop 2 from the list, and then do the following: In the Stop position box, enter 100%.Click the button next to Color, and then under Theme Colors click Olive Green, Accent 3, Lighter 60%(third row, seventh option from the left).To increase the size of the SmartArt graphic so that it spans the entire slide, do the following:On the slide, select the graphic. Point to the top right corner of the graphic border, until a two-headed arrow appears. Drag the top right corner of the graphic border into the top right corner of the slide. Point to the bottom left corner of the graphic border, until a two-headed arrow appears. Drag the bottom left corner of the graphic border into the bottom left corner of the slide.
- SmartArt custom animation effects: vertical picture list(Intermediate)To reproduce the SmartArt effects on this slide, do the following:On the Home tab, in the Slides group, click Layout, and then clickBlank. On the Insert tab, in the Illustrations group, click SmartArt. In the Choose a SmartArt Graphic dialog box, in the left pane, click List. In the List pane, double-click Vertical Picture List (fourth row, first option from the left) to insert the graphic into the slide. To create a fourth shape in the graphic, select the third shape from the top, and then under SmartArtTools, on the Design tab, in the CreateGraphic group, click the arrow next to AddShape, and then click AddShapeBefore. Repeat this process to create a fifth shape.Select the graphic. Under SmartArt Tools, on the Format tab, click Size, and then do the following:In the Height box, enter 6.38”.In the Width box, enter 7.91”.Under SmartArt Tools, on the Format tab, click Arrange, click Align, and then do the following:Click Align to Slide.Click Align Middle. Click Align Center. Select the graphic, and then click one of the arrows on the left border. In the Type your text here dialog box, click each of the second-level bullets and then press DELETE until there are only three first-level bullets remaining (one for each shape). Enter text for each shape into the first-level bullets.On the slide, select the graphic. On the Home tab, in the Font group, select 14 from the Font Size list.Under SmartArtTools, on the Design tab, in the SmartArtStyles group, click More,and then under Best Match for Document click Moderate Effect (fourth option from the left). On the Design tab, in the Themes group, click Colors, and then click Civic. (Note: If this action is taken in a PowerPoint presentation containing more than one slide, the theme colors will be applied to all of the slides.) Under SmartArtTools, on the Design tab, in the SmartArtStyles group, click Change Colors, and then under Colorful click Colorful Range – Accent Colors 3 to 4 (third option from the left). Click each of the five picture placeholders in the graphic, and then in the Insert Picture dialog box, select a picture and click Insert.Press and hold CTRL, and then select all five of the pictures on the slide. Under SmartArtTools, on the Format tab, in the Shapes group, click ChangeShape, and then under Rectangles clickRoundDiagonalCornerRectangle (ninth option from the left).Under SmartArtTools, on the Format tab, in the Shape Styles group, click Shape Effects, point to Glow, and then do the following:Under Glow Variations, select Accent color 1, 5 pt glow (first row, first option from the left).Point to More Glow Colors, and then under Theme Colors click White, Background 1 (first row, first option from the left).Press and hold CTRL, and then select all of the larger rounded rectangles. Under SmartArtTools, on the Format tab, in the Shapes group, click ChangeShape, and then under Rectangles clickRoundDiagonalCornerRectangle (ninth option from the left). To reproduce the animation effects on this slide, do the following:On the Animations tab, in the Animations group, click CustomAnimation.On the slide, select the graphic. In the Custom Animation taskpane, do the following:Click Add Effect, point to Entrance, and then clickMoreEffects. In the Add Entrance Effect dialog box, underSubtle, clickFade,and then click OK. Under Modify: Fade, in the Speed list, selectFast. Click Add Effect, point to Motion Paths, and then clickRight. Under Modify: Right, do the following:In the Start list, selectWith Previous.In the Speed list, select Fast. On the slide, right-click the right motion path and then click ReversePathDirection.Press and hold CTRL, and then select the two animationeffects in the Custom Animation task pane. Click the arrow to the right of one of those effects, and then clickEffectOptions. In theEffect Options dialog box, on the SmartArtAnimation tab, in the Group Graphic list, select One by One.Also in the CustomAnimation task pane, do the following:Click the double arrows under each effect to expand the list of effects.Select the first animation effect (fade effect for the first rectangle). Under Modify: Fade, in the Start list, select With Previous.Also in the CustomAnimation task pane, select the 11th animation effect (motion path for the first picture). On the slide, point to the starting point (green arrow) of the selected motion path until the cursor becomes a two-headed arrow. Press and hold SHIFT to constrain the path to a straight horizontal line, and then drag the starting point to the left of the endpoint (red arrow). Also in the CustomAnimation task pane, do the following:Drag the 11th effect until it is second in the list of effects. Drag the 12th effect (motion path for the first large rectangle) until it is fourth in the list of effects. Also in the CustomAnimation task pane, select the 13th animation effect (motion path for the second picture). On the slide, point to the starting point (green arrow) of the selected motion path until the cursor becomes a two-headed arrow. Press and hold SHIFT, and then drag the starting point to the left of the endpoint (red arrow), into the same position as the green arrow for the first picture motion path. Also in the CustomAnimation task pane, do the following:Drag the 13th animationeffect until it is sixth in the list of effects. Under Modify: Right, in the Start list, select With Previous.Drag the 14th animation effect (motion path for the second large rectangle) until it is eighth in the list of effects. Select the 15th animation effect (motion path for the third picture). On the slide, point to the starting point (green arrow) of the selected motion path until the cursor becomes a two-headed arrow. Press and hold SHIFT, and then drag the starting point to the left of the endpoint (red arrow), into the same position as the starting point for the first picture motion path. Also in the CustomAnimation task pane, do the following:Drag the 15th animation effect until it is 10th in the list of effects. Under Modify: Right, in the Start list, select With Previous.Drag the 16th animation effect (motion path for the third large rectangle) until it is 12th in the list of effects. Select the 17th animation effect (motion path for the fourth picture). On the slide, point to the starting point (green arrow) of the selected motion path until the cursor becomes a two-headed arrow. Press and hold SHIFT, and then drag the starting point to the left of the endpoint (red arrow), into the same position as the starting point for the first picture motion path. Also in the CustomAnimation task pane, do the following:Dragthe 17th animation effect until it is 14th in the list of effects. Under Modify: Right, in the Start list, select With Previous.Drag the 18th animation effect (motion path for the fourth large rectangle) until it is 16th in the list of effects.Select the 19th animation effect (motion path for the fifth picture). On the slide, point to the starting point (green arrow) of the selected motion path until the cursor becomes a two-headed arrow. Press and hold SHIFT, and then drag the starting point to the left of the endpoint (red arrow), into the same position as the starting point for the first picture motion path.Also in the CustomAnimation task pane, drag the 19th animation effect until it is 18th in the list of effects. Under Modify: Right, in the Start list, select With Previous.To reproduce the background effects on this slide, do the following:Right-click the slide background area, and then click Format Background. In the Format Background dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following:In the Type list, select Radial.Click the button next to Direction, and then click From Corner (fifth option from the left).Under Gradient stops, click Add or Remove until two stops appear in the drop-down list.Also under Gradient stops, customize the gradient stops as follows:Select Stop 1 from the list, and then do the following:In the Stop position box, enter 0%.Click the button next to Color, and then under Theme Colors click White, Background 1 (first row, first option from the left).Select Stop 2 from the list, and then do the following: In the Stop position box, enter 100%.Click the button next to Color, and then under Theme Colors click White, Background 1, Darker 25%(fourth row, first option from the left).