Marketing

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 |   Contentswww.prenhall.com/kotler Preface x About the Authors xvi 1. Introduction: Marketing for Hospitality and Tourism CHAPTER OBJECTIVES CUSTOMER ORIENTATION
WHAT IS HOSPITALITY AND TOURISM MARKETING?
MARKETING IN THE HOSPITALITY INDUSTRY
Importance of Marketing
Tourism Marketing
MARKETING HIGHLIGHT 1-1
Needs, Wants, and Demands
Products
Value, Satisfaction, and Quality
Exchange, Transactions, and Relationships
Markets
MARKETING HIGHLIGHT 1-2: UNDESIRABLE CUSTOMERS
Marketing
MARKETING MANAGEMENT
MARKETING MANAGEMENT PHILOSOPHIES
Manufacturing Concept
Product Concept
Selling Concept
Marketing Concept
Societal Marketing Concept
MARKETING'S FUTURE
MARKETING HIGHLIGHT 1-3: THE INTERNET CHANGES HOW WE MARKET HOSPITALITY PRODUCTS GREAT LEADERS
key term
Chapter review
Discussion Questions
Experiential exercise
Internet Exercise
References   2. Service Characteristics of Hospitality and Tourism MarketingCHAPTER OBJECTIVES THE SERVICE CULTURE
CHARACTERISTICS OF SERVICE MARKETING
Intangibility
Inseparability
VariabilityPerish ability
MANAGEMENT STRATEGIES FOR SERVICE BUSINESSES
Managing Differentiation
Managing Service Quality
Tangibilizing the Product MARKETING HIGHLIGHT 2-1: RITZ-CARLTON: TAKING CARE OF THOSE WHO TAKE CARE OF CUSTOMERS Managing the Physical Surroundings
Stress Advantages of Nonownership
Managing Employees as Part of the Product
Managing Perceived Risk
Managing Capacity and Demand
Managing Consistency
OVERVIEW OF SERVICE CHARACTERISTICS: THE SERVUCTION MODEL
Interaction between Customer A and Customer B
Contact Personnel
Inanimate Environment
The Invisible Organization and System
Key terms
Chapter Review
Discussion Questions
Experiential Exercise
Internet Exercise
References   3.The Role of Marketing in Strategic Planning CHAPTER OBJECTIVES NATURE OF HIGH-PERFORMANCE BUSINESS
Stakeholders
Processes
Resources
Organization
CORPORATE STRATEGIC PUNNING
Defining the Corporate Mission
Marketing Highlight 3—1
Establishing Strategic Business units
Assigning Resources to Each SBU
Developing Growth Strategies
Marketing Highlight 3—2:A STRATEGIC LOOK
At starbucks coffee
BUSINESS STRATEGY PLANNING
Business Mission
SWOT Analysis
External Environmental Analysis (Opportunity and Threat Analysis) Internal Environmental Analysis (Strengths-Weaknesses Analysis) Goal Formulation
Strategy Formulation
Program Formulation
Implementation
Feedback and Control
UNIQUE CHALLENGES OF THE HOTEL INDUSTRY
Key terms
Chapter Review
Discussion Questions
Experiential Exercise
Internet Exercise
References   4. The Marketing Environment CHAPTER OBJECTIVES THE COMPANY'S MICRO-ENVIRONMENT
The Company
Suppliers
Marketing Intermediaries
THE COMPANY'S MACROENVIRONMENT
Competitors
Demographic Environment
Economic Environment
Natural Environment
Technological Environment
MARKETING HIGHLIGHT 4-1 MANAGING IN UNCERTAIN TIMES
Political Environment
MARKETING HIGHLIGHT 4-2: POPCORN'S CULTURAL TRENDS
Cultural Environment LINKED ENVIRONMENTAL FACTORS
RESPONDING TO THE MARKETING ENVIRONMENT
Environmental Scanning
Using Information about the Marketing Environment
Key terms
Chapter review
Discussion Questions
Experiential Exercise
Internet Exercise
References   5. Marketing Information Systems and Marketing Research CHAPTER OBJECTIVES THE MARKETING INFORMATION SYSTEM
Assessing Information Needs
Developing Information
Marketing Intelligence
Marketing Research
Marketing Research Process
MARKETING HIGHLIGHT 5-1: A "Questionable" Questionnaire
MARKETING HIGHLIGHT 5-2: RESEARCH PROBLEM ARKS
Information Analysis
Distributing Information
MARKETING HIGHLIGHT 5-3: The INTERNET: A GREAT SOURCE OF MARKETING INFORMATION International Marketing Research
MARKETING HIGHLIGHT 5—4: MARKETING RESEARCH...
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