Marketing for Hospitality and Tourism

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Chapter 1 Introduction
Marketing for Hospitality and Tourism
©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Hospitality and Tourism, 4th edition Kotler, Bowen, and Makens

“Marketing is so basic that it cannot be considered a separate function. It is the whole of business seen from the point of view of its final result, that is, from the customers point of view…Business success is not determined by the producer, but by the customer.” -Peter Drucker

©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

Marketing for Hospitality and Tourism, 4thTourism, 4th edition Marketing for Hospitality and edition Kotler, Bowen, and Makens Kotler, Bowen, and Makens

Course Overview
1.
2. 3. 4.

Understand the hospitality and tourism marketing process
Recognize developing hospitality and tourism marketing strategies Understand how to develop the hospitality and tourism marketing mix Comprehend managing hospitality and tourism marketing Marketing for Hospitality and Tourism, 4thTourism, 4th edition Marketing for Hospitality and edition Kotler, Bowen, and Makens Kotler, Bowen, and Makens

©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

Chapter Objectives
1. Understand the relationships between the world’s hospitality and travel industry

2. 3.

Define the role of marketing and discuss its core concepts Explain the relationship between customer value satisfaction and quality

©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

Marketing for Hospitality and Tourism, 4thTourism, 4th edition Marketing for Hospitality and edition Kotler, Bowen, and Makens Kotler, Bowen, and Makens

Chapter Objectives
4. 5. Discuss how marketing managers go about developing profitable customer relationships Understand how the marketing concept calls for a customer orientation

©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

Marketing for Hospitality and Tourism, 4thTourism, 4th edition Marketing for Hospitality and edition Kotler, Bowen, and Makens Kotler, Bowen, and Makens

The Travel Industry
• The travel industry is the world’s largest • One billion international travelers by 2010 • Over $1.5 trillion in receipts by 2010

• Explosive growth in the past 30 years (Dubai, Cancun, and other destinations)

©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

Marketing for Hospitality and Tourism, 4thTourism, 4th edition Marketing for Hospitality and edition Kotler, Bowen, and Makens Kotler, Bowen, and Makens

Customer Orientation
• The purpose of business is to create and maintain satisfied, profitable customers • Put the customer first and reward employees for serving customers well ©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Hospitality and Tourism, 4thTourism, 4th edition Marketing for Hospitality and edition Kotler, Bowen, and Makens Kotler, Bowen, and Makens

Customer Orientation
• Without customers assets have little value • Why does Michael Leven, CEO of US Franchise Systems, say its important for businesses to have a customer orientation approach? ©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Hospitality and Tourism, 4thTourism, 4th edition Marketing for Hospitality and edition Kotler, Bowen, and Makens Kotler, Bowen, and Makens

What is Marketing?
Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others

©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

Marketing for Hospitality and Tourism, 4thTourism, 4th edition Marketing for Hospitality and edition Kotler, Bowen, and Makens Kotler, Bowen, and Makens

Marketing Manager
A person involved in marketing analysis, planning, implementation, and control activities

©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

Marketing for Hospitality and Tourism, 4thTourism, 4th edition...
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