Holdings: Marketing leadership in hospitality

Marketing leadership in hospitality: foundations and practices

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Bibliographic Details
Main Authors:	Lewis, Robert C. (Author), Chambers, Richard E. (Author)
Format:	Book
Language:	English
Published:	New York [u.a.] Wiley 2000
Edition:	3. ed.
Subjects:	Hospitality industry > Marketing Marketing Gastgewerbe
Online Access:	Inhaltsverzeichnis
Item Description:	4. ed. u.d.T.: Shoemaker: Marketing leadership in hospitality and tourism
Physical Description:	XXI, 923 S. Ill., graph. Darst., Kt.
ISBN:	0471332704

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MARC


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adam_text	Preface xv About the Authors xxiii Part 1 Introduction to Hospitality Marketing 1 Chapter 1 The Concept of Marketing 3 Chapter 2 Marketing Services and the Hospitality Experience 25 Chapter 3 Relationship Marketing 49 Part 2 The Marketing System 83 Chapter 4 Strategic Marketing 85 Part A The Concept of Strategy 86 Part B The Strategic Marketing System 104 Chapter 5 The Marketing Environment 125 Chapter 6 Understanding Competition 157 Chapter 7 The Marketing Plan 185 Part 3 The Hospitality Customer 211 Chapter 8 Understanding Individual Customers 213 Chapter 9 Understanding the Organizational Customers 249 Part 4 Defining the Market 283 Chapter 10 Differentiation, Segmentation, and Target Marketing 285 Chapter 11 Market Positioning and Branding 321 Part 5 The Marketing Mix 355 Chapter 12 The Hospitality Mix and the Product/Service Mix 357 Chapter 13 The Hospitality Presentation Mix 381 Chapter 14 The Hospitality Pricing Mix 401 Appendix 14A Yield Management 433 Chapter 15 The Communications Mix: Foundations and Advertising 443 Chapter 16 The Communications Mix: Sales and Promotions, Merchandising, Public Relations and Publicity 479 Chapter 17 The Communications Mix: Personal Selling 509 Chapter 18 Hospitality Distribution Systems 539 Part A Hospitality Geographic Distribution 543 Part B Channels of Distribution 558 Appendix A Marketing Intelligence and Research 587 Appendix B Technological Advances and Futures 607 Cases in Hospitality 621 Glossary 891 Name Index 903 Subject Index 909 World Maps 925 Preface xiii About the Authors xxi Part 1 Introduction to Hospitality Marketing 1 1 The Concept of Marketing 3 Overview 3 Foundations and Practices 5 The Concept of Marketing 6 The Twofold Purpose of Marketing 6 Solving Customers Problems 8 Management Orientations 11 Orientations in the Hospitality Industry 12 The Marketing Concept 18 Marketing Leadership 19 Opportunity 20 Planning 20 Control 20 Marketing Is Everything 21 Summary 21 Key Words and Concepts 22 Discussion Questions 23 Group Projects 23 References 23 2 Marketing Services and the Hospitality Experience 25 Overview 25 Services versus Goods 26 Marketing of Services Is Different 27 Intangibility 27 Perishability 31 Heterogeneity 32 Simultaneity of Production and Consumption 34 Other Aspects of the Service Component 35 Components of the Hospitality Product 37 Goods 37 Environment 37 Services 38 Experience 39 Service Gaps 42 Expectation Gaps 42 International Gaps 46 Summary 46 Key Words and Concepts 46 Discussion Questions 47 Group Projects 47 References 47 3 Relationship Marketing 49 Overview 49 What Relationship Marketing Is and What It Is Not 50 The Need for Relationship Marketing 51 The Lifetime Value of a Customer 53 Customer Analysis 54 Types of Customers 56 Service Relationships 56 Building the Service Relationship 58 Building Loyalty 60 Frequent Guest Programs 60 Restaurant Programs 61 True Loyalty 62 What Loyalty Programs Don t Do 62 What Makes Loyalty Programs Work 63 Why Relationship Marketing Doesn t Always Work 66 Customer Complaints 69 What to Do About It 70 Employee Relationship Marketing 70 Management Practices 73 Noncontact Employees 76 The Internal Marketing Concept 78 The Past and Future of Relationship Marketing 79 Summary 80 Key Words and Concepts 81 Discussion Questions 81 Group Projects 81 References 82 Part 2 The Marketing System 83 4 Strategic Marketing 85 Overview 85 Part A The Concept of Strategy 86 Overview 86 Strategic Marketing versus Marketing Management 87 Strategy 87 Strategic Leadership 88 Strategic Marketing 89 The Concept of Strategy 90 Strategic Planning 92 The Levels of Strategic Planning 94 Corporate Level Strategy 94 Business Level Strategy 96 Functional Level Strategy 99 Emergent Strategies 102 Part B The Strategic Marketing System 104 Overview 104 The Mission Statement 105 Master Marketing Strategy 106 Situation Analysis 108 Using the Strategic Marketing System Model 110 Objectives and Master Strategy 110 Business Strategies 111 Functional Strategies 115 Feedback Loops 119 Strategy Selection 120 Why Strategic Plans Sometimes Fail 121 Summary 121 Key Words and Concepts 122 Discussion Questions 123 Group Projects 123 References 124 5 The Marketing Environment 125 Overview 125 Environmental Scanning 126 Types of Environments 126 Technological Impacts 126 Political Impacts 129 Economic Impacts 131 Sociocultural Impacts 137 Regulatory Impacts 144 Ecological Impacts 145 Opportunities and Threats 146 Marketing Threats 148 Globalization 151 The Future 152 Summary 152 Key Words and Concepts 154 Discussion Questions 155 Group Projects 155 References 155 6 Understanding Competition 157 Overview 157 MacroCompetition 158 MicroCompetition 159 Choosing the Right Competition 160 Competitive Intensity 163 Competitive Intelligence 166 Measurable Differences 168 Types and Objectives of Competitive Intelligence 174 Competitive Analysis 175 Competitive Marketing 178 Finding Marketing Opportunities 180 Feasibility Studies 182 Summary 182 Key Words and Concepts 183 Discussion Questions 184 Group Projects 184 References 184 7 The Marketing Plan 185 Overview 185 Requirements for a Marketing Plan 186 Development of the Marketing Plan 188 Data Collection 188 Data Analysis 192 The Mission and Marketing Position Statement 196 Opportunity Analysis 197 Objectives and Methods 198 Action Plans 198 The Marketing Forecast 201 The Marketing Budget 202 Marketing Controls 206 Summary 206 Key Words and Concepts 208 Discussion Questions 209 Group Projects 209 References 209 Part 3 The Hospitality Customer 211 8 Understanding Individual Customers 213 Overview 213 Characteristics of Customers 215 Needs and Wants 215 Application of the Theories 216 The Buying Decision Process 217 Needs, Wants, and Problems 217 Search Process 217 Stimuli Selection 218 Perceptions 219 Beliefs 220 Alternative Evaluation 221 Attitudes 221 Alternative Comparison 222 Expectations 222 Choice Intentions 222 Behavior 222 Perception Versus Reality 223 Outcomes—Satisfaction or Dissatisfaction 223 Types of Hospitality Customers 224 The Business Traveler 224 Business Traveler Needs 225 Dealing with the Business Segment 228 The Pleasure Traveler 229 The Package Market 238 The Mature Traveler 241 International Travelers 242 Free Independent Travelers (FIT) 244 Summary 244 Key Words and Concepts 245 Discussion Questions 246 Group Projects 246 References 246 9 Understanding the Organizational Customers 249 Overview 249 The Generic Organizational Market 251 Meeting Planners 251 Planning the Event 252 The Corporate Travel Market 258 Dealing with the Corporate Travel Market 259 The Corporate Meetings Market 261 Conference Centers 264 The Incentive Market 266 Incentive Travel 267 Association, Convention, and Trade Show Markets 272 Convention Centers and Convention and Visitors Bureaus 274 The Airline Market 275 The SMERF and the Government Markets 278 The Group Tour and Travel Market 278 Motorcoach Tour Travelers 279 Summary 280 Key Words and Concepts 280 Discussion Questions 281 Group Projects 282 References 282 Part 4 Defining the Market 283 10 Differentiation, Segmentation, and Target Marketing 285 Overview 285 Differentiation 286 Bases of Differentiation 287 Differentiation of Intangibles 288 Differentiation as a Marketing Tool 288 Differentiation—Of Anything 292 Market Segmentation 293 Which Comes First? 293 Segmentation Comes First 294 The Process of Market Segmentation 294 Segmentation Variables 297 Geographic Segmentation 297 Demographic Segmentation 298 Psychographic Segmentation 299 Usage Segmentation 302 Benefit Segmentation 305 Price Segmentation 307 International Segmentation 308 Globalization of Markets 311 Segmentation Strategies 311 Target Marketing 314 Mass Customization 316 Summary 317 Key Words and Concepts 318 Discussion Questions 319 Group Projects 319 References 319 11 Market Positioning and Branding 321 Overview 321 Salience, Determinance, and Importance 323 Salience 323 Determinance 323 Importance 324 Objective Positioning 324 Subjective Positioning 326 Tangible Positioning 326 Intangible Positioning 327 Effective Positioning 330 Positioning s Vital Role 331 Repositioning 332 The Art of Repositioning 335 Developing Positioning Strategies 336 Competitive Positioning 336 Branding and Positioning 341 Hotel Restaurant Branding 343 Multiple Brand and Product Positioning 343 International Branding 347 Internal Positioning Analysis 349 Summary 351 Key Words and Concepts 351 Discussion Questions 352 Group Projects 352 References 353 Part 5 The Marketing Mix 355 12 The Hospitality Mix and the Product/Service Mix 357 Overview 357 The Hospitality Marketing Mix 359 The Product/Service Mix 359 The Presentation Mix 359 The Pricing Mix 359 The Communications Mix 360 The Distribution Mix 360 The Hospitality Product/Service Mix 360 Designing the Hospitality Product 360 The Formal Product 361 The Core Product 361 The Augmented Product 362 The Complexity of the Product/Service Mix 362 Standard Products 363 Standard Products with Modifications 364 Customized Products 365 The International Product/Service 366 Making the Product Decision 367 The Product Life Cycle 368 The Nature of Product Life Cycles 368 Stages of the Product Life Cycle 369 The Introductory Stage 369 The Growth Stage 371 The Mature Stage 373 The Decline Stage 374 Locating Products in Their Life Cycles 375 Developing New Product/Services 376 What Succeeds? 377 Summary 379 Key Words and Concepts 379 Discussion Questions 380 Group Projects 380 References 380 13 The Hospitality Presentation Mix 381 Overview 381 Physical Plant 382 Developing the Physical Plant Package 382 Location 384 Location s Role 384 Location as a Marketing Tool 385 Atmospherics 387 Atmospherics as a Marketing Tool 387 Atmosphere Planning 387 Employees 390 Employees as a Marketing Tool 392 Customers 394 Positioning the Customer Mix 394 Price 396 Summary 397 Key Words and Concepts 400 Discussion Questions 400 Group Projects 400 References 400 14 The Hospitality Pricing Mix 401 Overview 401 Pricing Practices 403 Restaurant Pricing 403 Hotel Room Pricing 403 The Basis of Pricing 406 Pricing Objectives 406 Financial Objectives 406 Volume Objectives 407 Customer Objectives 409 Cost Based Pricing 412 Competitive Pricing 413 Market Demand Pricing 415 Customer Pricing 417 Price/Value 417 Expectation Pricing 419 Psychological Pricing 419 Veblen Effects 422 Value Added Services 423 International Pricing 425 The Last Word on Pricing 427 Hotel Pricing 427 Summary 429 Key Words and Concepts 430 Discussion Questions 431 Group Projects 432 References 432 Appendix 14A Yield Management 433 What Yield Management Is 434 Why Hotels are Different 434 Yield Management Practices 435 Benefits of Yield Management 437 The Customer 438 Does Yield Management Really Work? 440 References 441 15 The Communications Mix: Foundations and Advertising 443 Overview 443 The Communications Mix 444 Communications Strategy 445 Whom to Say It to 446 Why to Say It 447 What to Say 448 How to Say It 451 How Often to Say It 452 Where to Say It 453 Research for the Communications Mix 453 Where Are We Now? 453 Why Are We There? 453 Where Could We Be? 454 How Can We Get There? 454 Are We Getting There? 454 Push/Pull Strategies 455 Word of Mouth Communication 455 Database Marketing 455 Database Marketing Components 458 Using the Database 458 Budgeting the Communications Mix 459 Advertising 463 The Roles of Advertising 463 What Advertising Should Accomplish 463 The Use of Advertising Today 467 Evaluating Advertising 467 Collateral 468 International Advertising 468 Summary 472 Key Words and Concepts 474 Discussion Questions 476 Group Projects 477 References 477 16 The Communications Mix: Sales Promotions, Merchandising, Public Relations and Publicity 479 Overview 479 Principles and Practices of Sales Promotion 480 Sales Promotions and Marketing Needs 481 Guidelines for Sales Promotions 484 Be Single Minded 484 Define the Target Market 484 What Specifically Do You Want to Promote? 484 What Is the Best Way to Promote It? 484 Make Sure You Can Fulfill the Demand? 484 Make Sure Reality Meets Expectations 487 Communicate Your Relation and All Related Aspects to the Market 488 Communicate It to Your Employees 488 Finally, Measure the Results 488 Developing Sales Promotions 488 Designing the Successful Sales Promotion 489 Principles and Practices of Merchandising 495 The Basic Rules of Merchandising 495 Examples of Good Merchandising 497 Public Relations and Publicity 499 Public Relations (PR) 499 Doing Public Relations 501 Planning Public Relations 501 Developing Tactics 504 Guidelines 504 Publicity 505 Summary 507 Key Words and Concepts 507 Discussion Questions 507 Group Projects 508 References 508 17 The Communications Mix: Personal Selling 509 Overview 509 Emphasis on Personal Selling 510 The Sales Process 511 Prospecting 511 Qualifying Prospects 513 The Sales Approach 514 What to Sell 517 Probing 517 Benefits and Features 518 Customer Attitudes 519 Closing 522 Follow up 522 Sales Management 522 Account Management 523 Sales Action Plan 525 Organization of the Sales Team 530 Product Line Management 530 Development of Personnel 531 Ethics 532 Motivation 533 Sales and Operations 534 Summary 535 Key Words and Concepts 537 Discussion Questions 537 Group Projects 538 References 538 18 Hospitality Distribution Systems 539 Overview 539 How Distribution Systems Work 540 Part A Hospitality Geographic Distribution 543 Overview 543 Owning and/or Managing 547 Franchising 548 Franchise Support 549 Franchise Practices 553 Strategic Alliances 555 Restaurant Distribution 556 Part B Channels of Distribution 558 Overview 558 Consortia 559 Affiliations 561 Reservations Companies 561 Representation Companies 565 Incentive Houses 567 Travel Agents 568 The Travel Agent Role 568 Working with Travel Agents 572 The Travel Agency Future 575 Tour Operators and Wholesalers 576 Internet Channels 578 Strategies for Distribution Channels 580 Promotional Tie Ins 580 Selecting the Channel of Distribution 580 Vertical Integration 581 International Markets 581 Channel Management 582 Evaluation of the Channel 583 Motivation 583 Recruitment 584 Summary 584 Key Words and Concepts 585 Discussion Questions 585 Group Projects 586 References 586 Appendix A Marketing Intelligence and Research 587 Overview 587 Information Acquisition 588 External Information 588 Internal Information 589 Designing the Marketing Information System 590 Marketing Research 591 Formal Marketing Research 593 Proprietary Research 593 Qualitative Research 593 Quantitative Research 595 The Research Design 596 The Research Process 596 The Research Purpose 596 The Research Problem 597 Research Objectives 598 What We Expect to Know 598 Research Method 598 Research Findings 602 Reliability 602 Validity 602 Useful Research 602 Summary 603 Key Words and Concepts 604 Discussion Questions 605 Group Projects 605 References 605 Appendix B Technological Advances and Futures 607 Overview 607 External Technology 608 Global Distribution Systems 608 The Internet 610 Internal Technology 612 Property Management Systems 612 Point of Sale 613 Sales and Catering 614 In Room Technology 616 Some Other Technology Uses Microtel 617 Restaurant Choices 618 REZsolutions 618 Hotel Practices 618 The Future 618 References 620 Cases in Hospitality 621 Using the Case Method 623 The Learning Curve 624 Synthesis 624 Analyzing Cases 625 Case Analysis Process 625 Finally 626 Case 1 The Airline Market 629 Case 2 Andiamo s Restaurant 633 Case 3 Hedonism II 639 Case 4 Le Cirque 2000 Restaurant 643 Case 5 The Hotel Palace 647 Case 6 Raise the Numbers! 653 Case 7 Raise the Goal! 653 Case 8 The Riverside Restaurant 657 Case 9 The Superior Inn and Conference Center 661 Case 10 Sojourn in Jamaica 667 Case 11 Butler s Hideaway 671 Case 12 The Glorious Hotel 675 Case 13 Empire Szechuan Restaurant 679 Case 14 The Customer s Complaint 683 Case 15 Le Chateau Frontenac 685 Case 16 The Marketing of Little England 687 Case 17 The Regal Hotel 695 Case 18 A World Series of Yield Management 705 Case 19 Holiday Inn Enters Salzburg 707 Case 20 The Upper Crust Restaurant 713 Case 21 The Mooring Restaurant 719 Case 22 Hotel Plaza Princess 723 Case 23 The Mt. Hiei Hotel 727 Case 24 Little Things Mean a Lot 731 Case 25 Le Marquis de Napoleon 735 Case 26 Holiday Inn Chattanooga 741 Case 27 Promoting Sunday Brunch 747 Case 28 The Plaza Hotel in Buenos Aires 749 Case 29 Hilton International/Toronto 753 Case 30 Merchandising Power Breakfasts 757 Case 31 L Amitie Restaurant 765 Case 32 The Merry Weekend 773 Case 33 Cafe DiCarlo 783 Case 34 Hilton International: Branded Service Cultures 787 Case 35 Center Pares France 793 Case 36 To Be or Not to Be? 803 Case 37 Letter to the Executive Vice President 813 Case 38 The Holiday Inn Comment Card 815 Case 39 Winning Back the Customer 817 Case 40 Was It Worth It? 823 Case 41 Bridgeport Inn and Conference Center 825 Case 42 Now You Want Me! 831 Case 43 Planet Hollywood Moscow 833 Case 44 A Hassle Free Hotel in Bermuda 837 Case 45 The Rideau Golf and Country Club 839 Case 46 Yogen Friiz® 849 Case 47 Heroes Tap and Grill 861 Case 48 fast eddie s 869 Case 49 Delphi or Fidelio? 877 Case 50 Marketplace to Go 879 Case 51 Electronic Distribution at Group Accor 885 Case 52 Guest History at Ritz Carlton 889 Glossary 891 Name Index 903 Subject Index 909 World Maps 925
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spelling	Lewis, Robert C. Verfasser aut Marketing leadership in hospitality foundations and practices Robert C. Lewis ; Richard E. Chambers 3. ed. New York [u.a.] Wiley 2000 XXI, 923 S. Ill., graph. Darst., Kt. txt rdacontent n rdamedia nc rdacarrier 4. ed. u.d.T.: Shoemaker: Marketing leadership in hospitality and tourism Hospitality industry Marketing Marketing (DE-588)4037589-4 gnd rswk-swf Gastgewerbe (DE-588)4259231-8 gnd rswk-swf Gastgewerbe (DE-588)4259231-8 s Marketing (DE-588)4037589-4 s DE-604 Chambers, Richard E. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009257494&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
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title	Marketing leadership in hospitality foundations and practices
title_auth	Marketing leadership in hospitality foundations and practices
title_exact_search	Marketing leadership in hospitality foundations and practices
title_full	Marketing leadership in hospitality foundations and practices Robert C. Lewis ; Richard E. Chambers
title_fullStr	Marketing leadership in hospitality foundations and practices Robert C. Lewis ; Richard E. Chambers
title_full_unstemmed	Marketing leadership in hospitality foundations and practices Robert C. Lewis ; Richard E. Chambers
title_short	Marketing leadership in hospitality
title_sort	marketing leadership in hospitality foundations and practices
title_sub	foundations and practices
topic	Hospitality industry Marketing Marketing (DE-588)4037589-4 gnd Gastgewerbe (DE-588)4259231-8 gnd
topic_facet	Hospitality industry Marketing Marketing Gastgewerbe
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