Marketing

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Top of Form Bottom of Form | | | | 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