Marketing hospitality:
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York, NY
Wiley
2002
|
| Edition: | 3. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XXII, 360 S. Ill., graph. Darst. |
| ISBN: | 0471348856 |
Staff View
MARC
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| 100 | 1 | |a Hsu, Cathy H. C. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Marketing hospitality |c Cathy H. C. Hsu ; Tom Powers |
| 250 | |a 3. ed. | ||
| 264 | 1 | |a New York, NY |b Wiley |c 2002 | |
| 300 | |a XXII, 360 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
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| 650 | 7 | |a Commerciële dienstverlening |2 gtt | |
| 650 | 7 | |a Gastvrijheid |2 gtt | |
| 650 | 7 | |a Horeca |2 gtt | |
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 7 | |a Toerisme |2 gtt | |
| 650 | 4 | |a Hospitality industry |x Marketing | |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
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Record in the Search Index
| _version_ | 1804129089788837888 |
|---|---|
| adam_text | Contents in Brief
Preface xix
1 Marketing—Everybody s Job 1
S Hospitality Services n
3 The Macro and Micro Environments
of Hospitality Marketing 41
If Market Segmentation and Target Marketing 65
S Marketing Information and Research 93
16 Marketing Strategy 123
^ The Marketing Plan 149
8 The Hospitality Product 169
9 Place in Hospitality Marketing: Distribution 201
1Q Place in Hospitality Marketing: Location 225
11 The Price of Hospitality 245
IS Marketing Communication: Advertising 267
13 Marketing Communication: Sales Promotion, Public
Relations/Publicity, and Personal Selling 295
l*f Marketing at the Unit Level 317
Index 345
Contents
Preface xix
Tl Marketing—Everybody s Job l
Three Approaches to the Market 2
A Product Orientation 2
A Sales Orientation 3
A Marketing Orientation 3
Marketing 4
The Marketing Mix 5
Marketing as a Social Force 6
Marketing and Society 8
CASE STUDY l.i: McDonald s and the Environment 8
Organizing and Managing the Marketing Function 9
The Marketing Department in Multiunit Companies 10
Conflicts Between Marketing and Operations Departments 11
Resolving Conflicts 12
Internal Marketing 13
Organizing the Marketing Unit 13
Summary 15
Key Words and Concepts / Resources on the Internet /
Discussion Questions / References
IS Hospitality Services 17
Hospitality Service Characteristics 18
Intangibility 19
Vlii Contents
People as Part of the Product 19
Demand Patterns 21
Perishability 21
Channels of Distribution 21
Hospitality Service Marketing System 22
Three Overlapping Service Systems 22
Service Quality 25
Quality Dimensions: Technical and Interpersonal 25
Measuring Service Quality 25
Service Quality Gaps 26
Service Quality Control and the Zero Defect Goal 26
CASE STUDY 2.1: Quality at the Ritz 27
The Cost of Quality 29
Enlisting the Customer in Quality Control 30
Managing Demand Through Queuing 33
Internal Marketing 34
Employee Recruitment and Retention 36
A Service Culture 37
Summary 38
Key Words and Concepts / Resources on the Internet /
Discussion Questions / References
The Macro and Micro Environments of
Hospitality Marketing 41
The Macro Environment 42
Economy 42
Society and Culture 43
CASE STUDY 3.1: Cuisine Noturelle for the Health Conscious 44
CASE STUDY 3.2: Women on Their Way by Wyndham 47
Politics 48
Technology 48
Ecology 50
The Micro Environment 50
Competitors 50
Customers 51
Summary 62
Key Words and Concepts / Resources on the Internet /
Discussion Questions / References
Contents IX
H Market Segmentation and Target Marketing es
Segmenting and Targeting Markets 66
Target Marketing 66
Why Segment? 67
Types of Segments 67
Geographic Segmentation 68
Demographic Segmentation 69
CASE STUDY 4.1: Targeting Specific Markets Based
on Demographic Characteristics 72
Psychographic Segmentation 74
Benefit Segmentation 75
Behavior Segmentation 75
Combining Segmentation Approaches 76
Segmenting Organizational Markets 81
Organizational Buying Behavior 81
Lodging s Organizational Customer Segments 82
CASE STUDY 4.2: The Club Hotel by DoubleTree 83
Contract Foodservice s Organizational Customer Segments 8 7
Summary 90
Key Words and Concepts / Resources on the Internet /
Discussion Questions / References
IB Marketing Information and Research 93
Marketing Intelligence 94
Internal Company Sources 94
Competitor Information 96
Marketing Information Systems (MIS) 96
Marketing Research 96
Secondary Research 97
Syndicated Studies 98
Primary Research 99
Common Concerns in Hospitality Marketing Research 99
Who Are Our Customers? 99
Product Research: What Do Our Customers Want? 100
CASE STUDY 5.1: The Room That Works : Market
Research in Hotel Room Design 100
Copy Testing 102
Tracking Studies 104
X Contents
The Research Process 106
Problem Definition 106
Research Design and Implementation 108
Data Analysis and Interpretation 112
Preparation of the Research Report 113
CASE STUDY 5.2: Marketing Research Lays Ground
for Turnaround at Round Table Pizza 113
Consumer Information: Mining the Guest Database 115
Tracking Guest Transactions 115
Frequency Marketing 116
Using the DBM Program 117
Summary 120
Key Words and Concepts / Resources on the Internet /
Discussion Questions / References
v Marketing Strategy 123
Strategic Marketing 124
Strategic Versus Functional Marketing 125
Corporate Hierarchy 126
Corporation Strategic Planning 127
Company Mission 128
Portfolio Analysis and Identification of SBUs 129
SWOT Analysis 132
SBU Mission and Strategies 133
CASE STUDY 6.1: Low Cost Focus Strategy: Southwest Airlines 136
CASE STUDY 6.2: International Expansion in Foodservice 139
Positioning 142
Functional Strategies and Plans 143
Strategy in Small Firms 144
Summary 145
Key Words and Concepts / Resources on the Internet /
Discussion Questions / References
m The Marketing Plan 149
Why Plan? 150
Content and Development of a Marketing Plan 152
Executive Summary 152
Mission Statement 153
Contents Xi
External Analysis 154
Internal Analysis 156
Market Segmentation and Positioning 163
Goals and Objectives 164
Action Plan 165
Summary 167
Key Words and Concepts / Resources on the Internet /
Discussion Questions / References
IB The Hospitality Product 169
The Hospitality Marketing Mix 170
The Service Offering 170
The Core Benefit 170
Facilitating Services 170
Supporting Services 172
Physical Environment: Managing the Evidence 173
First Impression: The Exterior 173
Lasting Impression: The Interior 174
Manipulating the Environment 174
The Concept as Product 176
Restaurant Concepts 177
Hotel Concepts 178
Branding 179
CASE STUDY 8.1: What s in a Name? Brand Equity 181
Types of Branding 182
CASE STUDY 8.2: Cobranding Prototype: Lodging and Foodservice 184
CASE STUDY 8.3: Birth of a New Brand 186
Brands in Institutional Foodservice 189
The Power of Branding 190
Product Life Cycle 191
Responses to Maturity 193
New Products 194
New Product Functions 194
Defining New Products 195
New Product Development 196
New Product Hazard: Cannibalization 197
Independent Operations 198
Summary 198
Key Words and Concepts / Resources on the Internet /
Discussion Questions / References
Xii Contents
SP Place in Hospitality Marketing: Distribution 201
Place and Places 202
The Concept of Distribution 202
Channels of Distribution 203
Lodging Distribution Systems 205
The Need for Distribution in Lodging 205
Reservation Systems in Lodging 206
The Future of Reservations 207
Lodging Channels of Distribution 208
CASE STUDY 9.1: Selling Through Channels 213
Distribution in Foodservice 215
Franchising in Foodservice 215
Intensive Distribution: Intercept Marketing 217
Intermediaries 218
Other Intercompany Marketing Agreements: Alliances 219
CASE STUDY 9.2: Corporate Alliances 219
Summary 221
Key Words and Concepts / Resources on the Internet /
Discussion Questions / References
Till Place in Hospitality Marketing: Location 225
Location Strategies 226
Clustering 226
Location Type: Freestanding or Part of a Larger Unit 227
Colocation 228
Funnel or Magnet? 229
Tactical Issues 231
Restaurant Location Evaluation 231
CASE STUDY 10.1: Location and Site Analysis with GIS 234
Restaurant Site Evaluation 236
Hotel Location: The Feasibility Study 239
Site Evaluation 239
Market Area Analysis 240
Demand Analysis 240
Competitive (Supply) Analysis 240
CASE STUDY 10.2: Lodging Supply and Demand by Location 241
Other Study Contents 242
Informed Judgment 242
Contents Xiii
Summary 243
Key Words and Concepts / Resources on the Internet /
Discussion Questions / References
1! II The Price of Hospitality 245
Pricing Objectives 246
Sales Oriented Pricing Objectives 247
Profit Oriented Pricing Objectives 247
Pricing in Nonprofit Operations 249
The Determinants of Price 250
Demand 250
Supply 250
Competition 251
Pricing Methods in Foodservice 252
Cost Based Pricing 252
Contribution Margin Pricing 252
Demand Based Pricing 253
Break Even Analysis and Sales Mix 254
Selecting the Final Price 2 54
Hotel Pricing 256
Cost Based Pricing 256
Room Rate Range 258
Yield Management 260
Critical Areas of Yield Management 261
CASE STUDY 11.1: Marriott International s Revenue Management System 262
Package Prices 263
Summary 264
Key Words and Concepts / Resources on the Internet /
Discussion Questions / References
H85 Marketing Communication: Advertising 267
Communication Mix 268
Objectives of Marketing Communication 269
Product Life Cycle 269
Decision Making Process 2 70
Stimulating Demand 271
Hierarchy of Objectives 272
XiV Contents
Advertising Goals and Objectives 2 74
Image Versus Promotional Advertising 2 74
Measurable Objectives 275
Advertising Planning 276
Target 276
Message: Unique Selling Proposition 278
Advertising Media Characteristics and Alternatives 281
CASE STUDY 12.1: City Buses as Moving Billboards 287
CASE STUDY 12.2: Using Direct Mailings and Due Bills to
Generate Business 290
Timing 290
Budget 291
Advertising Agencies 291
Summary 292
Key Words and Concepts / Resources on the Internet /
Discussion Questions / References
H8r Marketing Communication: Sales
Promotion, Public Relations/Publicity,
and Personal Selling 295
Sales Promotion 296
Types of Sales Promotion 297
Public Relations and Publicity 302
Public Relations 302
Publicity 302
Tools of Public Relations and Publicity 304
CASE STUDY 13.1: Corporations Care! 304
Crisis Management 306
The Cost Effectiveness of PR and Publicity 306
Personal Selling and the Sales Process 307
Prospecting 308
Planning the Sales Call 309
The Presentation 311
Closing the Sale 312
Follow up 314
Summary 315
Key Words and Concepts / Resources on the Internet /
Discussion Questions / Reference
Contents XV
TITf Marketing at the Unit Level 317
Basis for Local Marketing 319
Customers 319
Competition 320
Operations 323
Database Marketing 323
Local Marketing in Foodservice 325
Why Is Local Marketing in Foodservice Growing? 326
Local Marketing Issues for Chain Restaurants 327
Establishing a Local Marketing Program 328
Local Marketing Communication Methods 331
CASE STUDY 14.1: Menu Merchandising 333
Property Level Marketing in Lodging 339
Product 340
Price 340
Promotion: Marketing Communication 340
CASE STUDY 14.2: Marketing via Books of Historical Fiction 342
Summary 343
Key Words and Concepts / Resources on the Internet /
Discussion Questions / References /
Index 345
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| language | English |
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| spelling | Hsu, Cathy H. C. Verfasser aut Marketing hospitality Cathy H. C. Hsu ; Tom Powers 3. ed. New York, NY Wiley 2002 XXII, 360 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Commerciële dienstverlening gtt Gastvrijheid gtt Horeca gtt Marketing gtt Toerisme gtt 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 Powers, Thomas F. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009740041&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Hsu, Cathy H. C. Powers, Thomas F. Marketing hospitality Commerciële dienstverlening gtt Gastvrijheid gtt Horeca gtt Marketing gtt Toerisme gtt Hospitality industry Marketing Marketing (DE-588)4037589-4 gnd Gastgewerbe (DE-588)4259231-8 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4259231-8 |
| title | Marketing hospitality |
| title_auth | Marketing hospitality |
| title_exact_search | Marketing hospitality |
| title_full | Marketing hospitality Cathy H. C. Hsu ; Tom Powers |
| title_fullStr | Marketing hospitality Cathy H. C. Hsu ; Tom Powers |
| title_full_unstemmed | Marketing hospitality Cathy H. C. Hsu ; Tom Powers |
| title_short | Marketing hospitality |
| title_sort | marketing hospitality |
| topic | Commerciële dienstverlening gtt Gastvrijheid gtt Horeca gtt Marketing gtt Toerisme gtt Hospitality industry Marketing Marketing (DE-588)4037589-4 gnd Gastgewerbe (DE-588)4259231-8 gnd |
| topic_facet | Commerciële dienstverlening Gastvrijheid Horeca Marketing Toerisme Hospitality industry Marketing Gastgewerbe |
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