Marketing Hospitality Services in India in the 21st Century
MARKETING HOSPITALITY SERVICES IN INDIA IN THE 21ST CENTURY
TERM PAPER REPORT
August 2009
Table of Contents
1. Marketing 5
2. Evolution of Marketing 5
3. Recent Marketing Trends 6
4. Services Marketing 6
4.1. Intangibility 7
4.2. Heterogeneity 7
4.3. Perishability 7
4.4. Simultaneity/Inseparability 7
5. Services Marketing: How is it different? 7
6. Services Marketing challenges in the 21st Century 8
6.1. Change in consumer preferences 8
6.2. Change in world economy 8
6.3. Change in technology 9
6.4. Change in society 9
7. Hospitality Services 9
8. Classification of Indian services 11
9. Current trends in Indian hospitality Industry 12
9.1. Hotels 12
9.1.1. Emergence of Budget Hotels 12
9.1.2. Customer Relationship Management 12
9.1.3. Employee training 12
9.1.4. Adopting newest technology 12
9.1.5. New opportunities and uses 13
9.1.6. Increasing competition 13
9.1.7. Networking 13
9.2. Hospitals 13
10. Current state of Indian Hospitality Industry 14
10.1. Business class Hotels 14
10.2. Budget Hotels 15
11. Case of Indian Railway tourism 16
12. Case for Budget Hotels 18
13. Case of old age homes and retirement 20
14. Scope for further study 21
15. Bibliography 22
1. Marketing
Marketing deals with identifying and meeting human and social needs in a profitable manner. It is a matching process through which an organization matches its capabilities with the customer’s needs and environmental factors. Marketing is very often confused with selling, advertising, having a good product or customer service.
Marketing is not same as selling. It is based on the concept of 'Sense-and-respond' rather than 'make-and-sell'. The aim of marketing is not to find the right customers for your product, but to find the right product for your customers. Marketing is not same as advertising. It encompasses advertising as one of its components but the scope of
TERM PAPER REPORT
August 2009
Table of Contents
1. Marketing 5
2. Evolution of Marketing 5
3. Recent Marketing Trends 6
4. Services Marketing 6
4.1. Intangibility 7
4.2. Heterogeneity 7
4.3. Perishability 7
4.4. Simultaneity/Inseparability 7
5. Services Marketing: How is it different? 7
6. Services Marketing challenges in the 21st Century 8
6.1. Change in consumer preferences 8
6.2. Change in world economy 8
6.3. Change in technology 9
6.4. Change in society 9
7. Hospitality Services 9
8. Classification of Indian services 11
9. Current trends in Indian hospitality Industry 12
9.1. Hotels 12
9.1.1. Emergence of Budget Hotels 12
9.1.2. Customer Relationship Management 12
9.1.3. Employee training 12
9.1.4. Adopting newest technology 12
9.1.5. New opportunities and uses 13
9.1.6. Increasing competition 13
9.1.7. Networking 13
9.2. Hospitals 13
10. Current state of Indian Hospitality Industry 14
10.1. Business class Hotels 14
10.2. Budget Hotels 15
11. Case of Indian Railway tourism 16
12. Case for Budget Hotels 18
13. Case of old age homes and retirement 20
14. Scope for further study 21
15. Bibliography 22
1. Marketing
Marketing deals with identifying and meeting human and social needs in a profitable manner. It is a matching process through which an organization matches its capabilities with the customer’s needs and environmental factors. Marketing is very often confused with selling, advertising, having a good product or customer service.
Marketing is not same as selling. It is based on the concept of 'Sense-and-respond' rather than 'make-and-sell'. The aim of marketing is not to find the right customers for your product, but to find the right product for your customers. Marketing is not same as advertising. It encompasses advertising as one of its components but the scope of