Lodging Inductry
CHAPTER 1
Introduction: Marketing for Hospitality and Tourism
CHAPTER OVERVIEW
This chapter begins by explaining the business philosophy of marketing. Marketing is not a function that is only carried out by the marketing department, but rather a way of doing business. The main focus of marketing is the customer; this customer orientation must be integrated throughout the organization.
Next is a discussion of how customer satisfaction leading to profits is the central goal of hospitality and tourism marketing. It is wise to assess the customer’s long-term value and take appropriate actions to ensure a customer’s long-term support.
Finally, the chapter introduces the various components of the marketing mix: promotion, product, price, and distribution. Distribution is sometimes called place and the marketing mix is called the 4 Ps. Marketing also includes research, information systems, and planning. If marketers do a good job of choosing the appropriate target markets and presenting an effective promotion mix, the result will be attractive products and satisfied customers. This would include identifying consumer needs, developing a good product, and pricing, distributing, and promoting it effectively. This chapter introduces all of these terms and gives an overview of their place in the marketing world.
CHAPTER OBJECTIVES
Students should be able to: 1. Understand the relationships between the world’s hospitality and travel industry. 2. Define the role of marketing and discuss its core concepts. 3. Explain the relationship between customer value, satisfaction, and quality. 4. Discuss how marketing managers go about developing profitable customer relationships. 5. Understand how the marketing concepts call for a customer orientation.
Supportive PowerPoint Slides: 1-1 to 1-5.
TEACHING SUGGESTIONS: Teaching suggestions are provided in two formats. The first format guides the instructor through the chapter
Introduction: Marketing for Hospitality and Tourism
CHAPTER OVERVIEW
This chapter begins by explaining the business philosophy of marketing. Marketing is not a function that is only carried out by the marketing department, but rather a way of doing business. The main focus of marketing is the customer; this customer orientation must be integrated throughout the organization.
Next is a discussion of how customer satisfaction leading to profits is the central goal of hospitality and tourism marketing. It is wise to assess the customer’s long-term value and take appropriate actions to ensure a customer’s long-term support.
Finally, the chapter introduces the various components of the marketing mix: promotion, product, price, and distribution. Distribution is sometimes called place and the marketing mix is called the 4 Ps. Marketing also includes research, information systems, and planning. If marketers do a good job of choosing the appropriate target markets and presenting an effective promotion mix, the result will be attractive products and satisfied customers. This would include identifying consumer needs, developing a good product, and pricing, distributing, and promoting it effectively. This chapter introduces all of these terms and gives an overview of their place in the marketing world.
CHAPTER OBJECTIVES
Students should be able to: 1. Understand the relationships between the world’s hospitality and travel industry. 2. Define the role of marketing and discuss its core concepts. 3. Explain the relationship between customer value, satisfaction, and quality. 4. Discuss how marketing managers go about developing profitable customer relationships. 5. Understand how the marketing concepts call for a customer orientation.
Supportive PowerPoint Slides: 1-1 to 1-5.
TEACHING SUGGESTIONS: Teaching suggestions are provided in two formats. The first format guides the instructor through the chapter