Marketing essentials in hospitality and tourism: foundations and practices
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Upper Saddle River, NJ [u.a.]
Pearson Education
2008
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XXV, 611 S. Ill., graph. Darst., Kt. |
| ISBN: | 9780131708273 0131708279 |
Staff View
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| 245 | 1 | 0 | |a Marketing essentials in hospitality and tourism |b foundations and practices |c Stowe Shoemaker ; Margaret Shaw |
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Record in the Search Index
| _version_ | 1804137245480845312 |
|---|---|
| adam_text | Brief Contents
PARTI
INTRODUCTION TO
HOSPITALITY MARKETING 1
Chapter 1
The Concept of Marketing 3
Chapter 2
Marketing Services 29
Chapter 3
The Marketing Mix and the
Product Life Cycle 55
Chapter 4
Relationship and Loyalty
Marketing 85
PART II
INTEGRATION 119
Chapter 5
The Marketing Plan 121
PART III
STRATEGIC MARKETING 155
Chapter 6
Strategic Marketing 157
Chapter 7
Competition and the
Marketing Environment 191
PART IV
THE MARKETPLACE 223
Chapter 8
Understanding Individual
Customers 225
Chapter 9
Understanding Organizational
Customers 265
Chapter 10
Understanding Tourism Markets 299
PART V
FUNCTIONAL STRATEGIES 337
Chapter 11
Advertising, Merchandising,
and Public Relations 339
Chapter 12
Personal Selling and
Sales Promotions 379
Chapter 13
Differentiation, Segmentation,
and Target Marketing 419
Chapter 14
Market Positioning and Branding 463
Chapter 15
The Pricing Decision 499
Chapter 16
Channels of Distribution
531
VII
Contents
Preface xv
About the Authors xxv
PARTI
INTRODUCTION TO
HOSPITALITY MARKETING 1
CHAPTER 1 The Concept
of Marketing 3
Marketing Executive Profile: Michael A. Leven 4
Marketing in Action 5
What Is Marketing? 7
Marketing and the Hospitality Industry 8
Marketing and the Firm 10
Twofold Purpose of Marketing 10
Solving Customers Problems 12
Firms Orientations 16
Operations Orientation 17
Product/Service Orientation 18
Selling Orientation 19
Bottom Line Orientation 20
Marketing Orientation 20
Marketing Leadership 21
Opportunity 22
Planning 22
Control 23
Marketing Is Everything 23
CHAPTER SUMMARY 24
KEY TERMS 24
DISCUSSION QUESTIONS 25
ENDNOTES 25
CASE STUDY: SOJOURN IN JAMAICA 25
CHAPTER 2 Marketing Services 29
Marketing Executive Profile: Ivan Artolli 30
Marketing in Action 30
Services versus Goods 32
Intangibility 33
Perishability 36
Heterogeneity 37
Inseparatibility of Production and Consumption 39
The Hospitality Product 40
Components of the Hospitality Product 42
Physical Product 42
Service Environment 43
Service Product 44
Service Delivery 44
The Interrelationships of the Components of the
Hospitality Product 44
Service Quality and Service Gaps 45
Dimensions of Service Quality 48
Zone of Tolerance 50
CHAPTER SUMMARY 50
KEY TERMS 51
DISCUSSION QUESTIONS 51
ENDNOTES 51
CASE STUDY: LITTLE THINGS MEAN A LOT 52
CHAPTER 3 The Marketing Mix
and the Product Life Cycle 55
Marketing Executive Profile: Nicole Tabori 56
Marketing in Action 56
Original Marketing Mix: The Four Ps 58
Hospitality Marketing Mix: The Seven Ps 58
The 13 Cs 59
Hospitality Product/Service Mix 60
Designing the Hospitality Product 61
Bundle Purchase Concept 61
Formal Product 61
Core Product 62
Augmented Product 62
Complexity of the Product/Service Mix 63
Standardization of Products 65
Standard Products with Modifications 67
Customized Products 67
International Product or Service 68
Making the Product Decision 69
Product Life Cycle 70
Nature of Product Life Cycles 71
Stages of the Product Life Cycle 72
Introductory Stage 72
Growth Stage 74
Mature Stage 75
Decline Stage 77
Developing New Products or Services 79
CHAPTER SUMMARY 80
KEY TERMS 80
DISCUSSION QUESTIONS 81
ENDNOTES 81
CASE STUDY: A HASSLE FREE HOTEL IN BERMUDA 82
JX
CONTENTS
CHAPTER 4 Relationship and Loyalty
Marketing 85
Marketing Executive Profile: Adam Burke 86
Marketing in Action 86
What Is Loyally and Why Is It Important? 88
Maintaining a Good Relationship
with the Customer 92
Customer Relationship Management (CRM) 94
Lifetime Value of a Customer 94
Building Loyalty 97
Evolution of Customer Loyalty 97
The Loyalty Circle 98
Frequent Guest Programs 100
What Loyalty Programs Don t Do 101
What Makes Loyalty Programs Work 102
Customer Complaints and Service Recovery 103
What to Do about It 105
Employee Relationship Marketing, or Internal
Marketing 106
Noncontact Employees 107
CHAPTER SUMMARY 108
KEY TERMS 109
DISCUSSION QUESTIONS 109
ENDNOTES 109
CASE STUDY: HARRAH S CRM STRATEGY 110
PART II
INTEGRATION
119
CHAPTER 5 The Marketing Plan 121
Marketing Executive Profile: Terry Jicinsky 122
Marketing in Action 123
Requirements for a Marketing Plan 126
Development of the Marketing Plan 127
Data Collection 128
External Environment 128
Competitive Environment 129
Internal Environment 131
Data Analysis 132
Environmental and Market Trend Analysis 132
Competitive and Demand Analysis 133
Property Needs Analysis 133
Internal Analysis 136
Market Analysis 137
Mission and Marketing Position Statement 137
Opportunity Analysis 138
Objectives and Methods 139
Marketing Action Plans 139
Marketing Forecast 140
Marketing Budget 141
Marketing Controls 142
CHAPTER SUMMARY 143
KEY TERMS 145
DISCUSSION QUESTIONS 145
ENDNOTE 145
CASE STUDY: EMIR S DELICACIES LEBANESE RESTAURANT 146
PART III
STRATEGIC MARKETING
155
CHAPTER 6 Strategic Marketing 157
Marketing Executive Profile: Christian Hempell 158
Marketing in Action 158
Strategic Marketing, Marketing Management, and
Marketing Effectiveness 160
Strategy 161
Strategic Leadership 162
Strategic Marketing 163
Concept of Strategy 164
Strategic Marketing System Model 164
Master Marketing Strategy 166
Situational Analysis 167
Using the Strategic Marketing System Model 170
Objectives and Master Strategies 170
Business Strategies 171
Functional Strategies 176
Feedback Loops 180
Strategy Selection 181
CHAPTER SUMMARY 182
KEY TERMS 182
DISCUSSION QUESTIONS 183
ENDNOTES 183
CASE STUDY: THE MARKETING OF LITTLE ENGLAND 184
CHAPTER 7 Competition and the
Marketing Environment
Marketing Executive Profile: Jan Freitag 192
Marketing in Action 192
Environmental Scanning 194
Types of Environments 195
Technological Environments 195
Political Environment 196
Economic Environment 199
Sociocultural Environment 201
Regulatory Environment 203
Ecological/Natural Environment 204
Competition 207
Macrocompetition 208
Microcompetition 208
Choosing the Right Competition 209
Competitive Intelligence 210
Market Share 211
CONTENTS XI
REVPAR 212
Restaurant Comparisons 213
Other Measures Used to Analyze Competition 213
Perceptual Mapping 213
Using Competitive Intelligence 215
Raising Barriers 215
Competitive Marketing 216
CHAPTER SUMMARY 216
KEY TERMS 217
DISCUSSION QUESTIONS 217
ENDNOTES 218
CASE STUDY: THE BEEFSTEAK STEAKHOUSE 219
PART IV
THE MARKETPLACE
CHAPTER 8 Understanding
Individual Customers
223
225
Marketing Executive Profile: Thomas Storey 226
Marketing in Action 226
Characteristics of Customers 229
Needs and Wants 229
Application of the Theories 230
The Buying Decision Process 231
Needs, Wants, and Problem Recognition 232
Search Process 233
Stimuli Selection 233
Selectivity 234
Perceptions 234
Alternative Evaluation 236
Beliefs 237
Attitudes 238
Intention 238
Barriers to Purchase 239
Outcomes—Satisfaction or Dissatisfaction 239
Types of Hospitality Customers 241
Business Travelers 241
Package Market 250
Mature Travelers 252
International Travelers 253
Free Independent Travelers (FIT) 254
Consumers Who Are Members of Private Clubs 255
CHAPTER SUMMARY 256
KEY TERMS 257
DISCUSSION QUESTIONS 257
ENDNOTES 257
CASE STUDY: YORE HEROES TAP AND GRILL 258
CHAPTER 9 Understanding
Organizational Customers 265
Marketing Executive Profile: Charlotte St. Martin 266
Marketing in Action 267
Generic Organizational Market 270
Meeting Planners 270
Buy Time 271
Assessing Needs 274
Resolving Conflicts 274
Executing the Meeting 275
Evaluating the Results 275
Corporate Travel Market 276
Knowing the Volume 277
Understanding Travel Patterns 278
Corporate Meetings Market 278
Conference Centers 280
Incentive Market 282
Association, Convention, and Trade
Show Markets 284
Convention Centers and Convention and Visitors
Bureaus 286
SMERF and Government Markets 287
Group Tour and Travel Market 289
Motorcoach Tour Travelers 289
CHAPTER SUMMARY 291
KEY TERMS 292
DISCUSSION QUESTIONS 292
ENDNOTES 293
CASE STUDY: BRIDGEPORT INN AND
CONFERENCE CENTER 294
CHAPTER 10 Understanding Tourism
Markets 299
Marketing Executive Profile: Vincent
Vanderpool Wallace 300
Marketing in Action 300
Importance of Travel and Tourism 302
Local Residents Attitudes Towards Tourism 305
National Tourism Organizations 306
How Hotels and Tourist Destinations
Work Together 309
Destination Marketing Strategy 315
Macro Environment 315
Segmenting the Tourist Market 320
How to Describe Markets 322
Communicating with the Tourist Market 323
Importance of Image Promotion 323
Choosing a Destination 324
Travelers Information Search Behavior 324
Expertise 325
Familiarity 325
CHAPTER SUMMARY 328
KEY TERMS 328
DISCUSSION QUESTIONS 329
ENDNOTES 329
CASE STUDY: ECO PARAISO 330
XII s CONTENTS
PART V
FUNCTIONAL STRATEGIES 337
CHAPTER 11 Advertising,
Merchandising, and Public
Relations 339
Marketing Executive Profile: Jennifer Ploszaj 340
Marketing in Action 340
Communications Strategy 343
To Whom to Say It 345
Why Say It 346
What to Say 348
How to Say It 349
How Often to Say It 349
Where to Say It 349
Push/Pull Strategies 350
Word of Mouth Communication 350
The Impact of Word ofMouth 350
Measuring Word of Mouth 352
Budgeting the Communications Mix 352
Advertising 354
Role of Advertising 355
What Advertising Should Accomplish 356
Use of Advertising Today 357
Collateral 358
Merchandising 358
Basic Rules of Merchandising 359
Examples of Good Merchandising 361
Public Relations and Publicity 362
Public Relations 363
Publicity 369
CHAPTER SUMMARY 370
KEY TERMS 371
DISCUSSION QUESTIONS 371
ENDNOTES 372
CASE STUDY: THE LANCANDON RAINFOREST, CHIAPAS,
MEXICO 372
CHAPTER 12 Personal Selling
and Sales Promotions 379
Marketing Executive Profile: Carrie Ballew 380
Marketing in Action 380
The Sales Process 384
Prospecting 384
Qualifying Prospects 386
Sales Approach 387
Probing 388
Benefits and Features 390
Handling Objections 391
Closing the Sale 392
Following Up 393
Sales Action Plan 393
Development of Sales Personnel 393
Sales and Operations 394
Principles and Practices of Sales Promotions 396
Guidelines for Sales Promotions 396
How to Create Successful Sales Promotions 397
Be Single Minded 398
Define the Target Market 398
Decide Specifically What You Want to
Promote 399
Decide on the Best Way to Promote It 399
Make Sure You Can Fulfill the Demand 399
Communicate Clearly All Related Aspects of the
Promotion 399
Communicate the Promotion to Your
Employees 400
Measure the Results 400
Developing Sales Promotions 400
Identify the Gap 401
Design the Sales Promotion 402
Analyze the Competition 402
Establish Goals 403
Execute the Sales Promotion 403
Evaluate the Sales Promotion 403
CHAPTER SUMMARY 405
KEY TERMS 408
DISCUSSION QUESTIONS 408
ENDNOTES 409
CASE STUDY: CASTLE SPA 409
CHAPTER 13 Differentiation,
Segmentation, and Target
Marketing 419
Marketing Executive Profile: David W. Norton 420
Marketing in Action 421
Differentiation 424
Bases of Differentiation 425
Differentiation of Intangibles 426
Differentiation as a Marketing Tool 427
Differentiation—of Anything 430
Market Segmentation 431
Which Comes First: Differentiation or
Segmentation? 432
The Process of Market Segmentation 432
Segmentation Variables 435
Geographic Segmentation 435
Demographic Segmentation 437
Psychographic Segmentation 438
Usage Segmentation 442
Benefit Segmentation 445
Price Segmentation 447
Segmentation Strategies 449
Target Marketing 450
Mass Customization 452
CHAPTER SUMMARY 453
CONTENTS XIII
KEY TERMS 454
DISCUSSION QUESTIONS 454
ENDNOTES 455
CASE STUDY: THE RIDEAU GOLF AND COUNTRY CLUB 455
CHAPTER 14 Market Positioning
and Branding 463
Marketing Executive Profile: John Griffin 464
Marketing in Action 464
Salience, Determinance, and Importance 467
Salience 467
Determinance 468
Importance 468
Objective Positioning 469
Subjective Positioning 470
Tangible Positioning 471
Intangible Positioning 472
How to Create Effective Positioning 474
Positioning s Vital Role 477
Repositioning 477
Branding and Positioning 479
Hotel Restaurant Branding 480
Multiple Brands and Product Positioning 481
CHAPTER SUMMARY 485
KEY TERMS 486
DISCUSSION QUESTIONS 486
ENDNOTES 486
CASE STUDY: PEARL RIVER GARDEN HOTEL SANYA 487
CHAPTER 15 The Pricing Decision 499
Marketing Executive Profile: Carolina Pontual
Colasanti 500
Marketing in Action 500
Pricing Practices 502
Hotel Room Pricing 502
Restaurant Pricing 503
What Is Price? 503
Types of Costs 506
Cost Based Pricing 507
Cost Pius Pricing 507
Cost Percentage or Markup Pricing 507
Break Even Pricing 508
Contribution Margin Pricing 508
Value Based Pricing 509
Components of Value 510
Reference Pricing and Reservation Pricing 514
Psychological Pricing 515
Generic Pricing Strategies 516
Measuring the Impact of the Generic Pricing
Strategies 520
Revenue Management 523
What Revenue Management Is 523
Revenue Management Practices 524
Yield 525
The Last Word on Pricing 526
CHAPTER SUMMARY 526
KEY TERMS 527
DISCUSSION QUESTIONS 527
ENDNOTES 527
CASE STUDY: A WORLD SERIES OF YIELD MANAGEMENT 528
CHAPTER 16 Channels
of Distribution 531
Marketing Executive Profile: Anwen Parry 532
Marketing in Action 532
How Distribution Channels Work 536
Getting the Product to the Customer 538
Branded Hospitality Companies 538
Franchising 538
Management without Ownership 539
Getting the Customer to the Product 539
Reservation Services 539
Representation Firms 540
Consortia 541
Incentive Travel Organizations 542
Corporate Travel Departments and Travel
Management Companies 543
Global Distribution Systems (GDSs) 544
Traditional Offline Travel Agents 544
Central Reservation Systems (CRSs) 545
Internet Channels 546
Websites 551
Website Generated Market Research Data 556
Future Challenge of Online Distribution 557
Selecting Channels 559
Market Opportunities in China 560
Relationships with Channels 561
Evaluation of Channels 561
CHAPTER SUMMARY 562
KEY TERMS 562
DISCUSSION QUESTIONS 563
ENDNOTES 563
CASE STUDY: CARLSON HOSPITALITY WORLDWIDE MAKING IT
HAPPEN 564
Glossary 575
Name Index 583
Subject Index 587
Photo Credits 611
|
| adam_txt |
Brief Contents
PARTI
INTRODUCTION TO
HOSPITALITY MARKETING 1
Chapter 1
The Concept of Marketing 3
Chapter 2
Marketing Services 29
Chapter 3
The Marketing Mix and the
Product Life Cycle 55
Chapter 4
Relationship and Loyalty
Marketing 85
PART II
INTEGRATION 119
Chapter 5
The Marketing Plan 121
PART III
STRATEGIC MARKETING 155
Chapter 6
Strategic Marketing 157
Chapter 7
Competition and the
Marketing Environment 191
PART IV
THE MARKETPLACE 223
Chapter 8
Understanding Individual
Customers 225
Chapter 9
Understanding Organizational
Customers 265
Chapter 10
Understanding Tourism Markets 299
PART V
FUNCTIONAL STRATEGIES 337
Chapter 11
Advertising, Merchandising,
and Public Relations 339
Chapter 12
Personal Selling and
Sales Promotions 379
Chapter 13
Differentiation, Segmentation,
and Target Marketing 419
Chapter 14
Market Positioning and Branding 463
Chapter 15
The Pricing Decision 499
Chapter 16
Channels of Distribution
531
VII
Contents
Preface xv
About the Authors xxv
PARTI
INTRODUCTION TO
HOSPITALITY MARKETING 1
CHAPTER 1 The Concept
of Marketing 3
Marketing Executive Profile: Michael A. Leven 4
Marketing in Action 5
What Is Marketing? 7
Marketing and the Hospitality Industry 8
Marketing and the Firm 10
Twofold Purpose of Marketing 10
Solving Customers' Problems 12
Firms' Orientations 16
Operations Orientation 17
Product/Service Orientation 18
Selling Orientation 19
Bottom Line Orientation 20
Marketing Orientation 20
Marketing Leadership 21
Opportunity 22
Planning 22
Control 23
Marketing Is Everything 23
CHAPTER SUMMARY 24
KEY TERMS 24
DISCUSSION QUESTIONS 25
ENDNOTES 25
CASE STUDY: SOJOURN IN JAMAICA 25
CHAPTER 2 Marketing Services 29
Marketing Executive Profile: Ivan Artolli 30
Marketing in Action 30
Services versus Goods 32
Intangibility 33
Perishability 36
Heterogeneity 37
Inseparatibility of Production and Consumption 39
The Hospitality Product 40
Components of the Hospitality Product 42
Physical Product 42
Service Environment 43
Service Product 44
Service Delivery 44
The Interrelationships of the Components of the
Hospitality Product 44
Service Quality and Service Gaps 45
Dimensions of Service Quality 48
Zone of Tolerance 50
CHAPTER SUMMARY 50
KEY TERMS 51
DISCUSSION QUESTIONS 51
ENDNOTES 51
CASE STUDY: LITTLE THINGS MEAN A LOT 52
CHAPTER 3 The Marketing Mix
and the Product Life Cycle 55
Marketing Executive Profile: Nicole Tabori 56
Marketing in Action 56
Original Marketing Mix: The Four Ps 58
Hospitality Marketing Mix: The Seven Ps 58
The 13 Cs 59
Hospitality Product/Service Mix 60
Designing the Hospitality Product 61
Bundle Purchase Concept 61
Formal Product 61
Core Product 62
Augmented Product 62
Complexity of the Product/Service Mix 63
Standardization of Products 65
Standard Products with Modifications 67
Customized Products 67
International Product or Service 68
Making the Product Decision 69
Product Life Cycle 70
Nature of Product Life Cycles 71
Stages of the Product Life Cycle 72
Introductory Stage 72
Growth Stage 74
Mature Stage 75
Decline Stage 77
Developing New Products or Services 79
CHAPTER SUMMARY 80
KEY TERMS 80
DISCUSSION QUESTIONS 81
ENDNOTES 81
CASE STUDY: A HASSLE FREE HOTEL IN BERMUDA 82
JX
CONTENTS
CHAPTER 4 Relationship and Loyalty
Marketing 85
Marketing Executive Profile: Adam Burke 86
Marketing in Action 86
What Is Loyally and Why Is It Important? 88
Maintaining a Good Relationship
with the Customer 92
Customer Relationship Management (CRM) 94
Lifetime Value of a Customer 94
Building Loyalty 97
Evolution of Customer Loyalty 97
The Loyalty Circle 98
Frequent Guest Programs 100
What Loyalty Programs Don't Do 101
What Makes Loyalty Programs Work 102
Customer Complaints and Service Recovery 103
What to Do about It 105
Employee Relationship Marketing, or Internal
Marketing 106
Noncontact Employees 107
CHAPTER SUMMARY 108
KEY TERMS 109
DISCUSSION QUESTIONS 109
ENDNOTES 109
CASE STUDY: HARRAH'S CRM STRATEGY 110
PART II
INTEGRATION
119
CHAPTER 5 The Marketing Plan 121
Marketing Executive Profile: Terry Jicinsky 122
Marketing in Action 123
Requirements for a Marketing Plan 126
Development of the Marketing Plan 127
Data Collection 128
External Environment 128
Competitive Environment 129
Internal Environment 131
Data Analysis 132
Environmental and Market Trend Analysis 132
Competitive and Demand Analysis 133
Property Needs Analysis 133
Internal Analysis 136
Market Analysis 137
Mission and Marketing Position Statement 137
Opportunity Analysis 138
Objectives and Methods 139
Marketing Action Plans 139
Marketing Forecast 140
Marketing Budget 141
Marketing Controls 142
CHAPTER SUMMARY 143
KEY TERMS 145
DISCUSSION QUESTIONS 145
ENDNOTE 145
CASE STUDY: EMIR'S DELICACIES LEBANESE RESTAURANT 146
PART III
STRATEGIC MARKETING
155
CHAPTER 6 Strategic Marketing 157
Marketing Executive Profile: Christian Hempell 158
Marketing in Action 158
Strategic Marketing, Marketing Management, and
Marketing Effectiveness 160
Strategy 161
Strategic Leadership 162
Strategic Marketing 163
Concept of Strategy 164
Strategic Marketing System Model 164
Master Marketing Strategy 166
Situational Analysis 167
Using the Strategic Marketing System Model 170
Objectives and Master Strategies 170
Business Strategies 171
Functional Strategies 176
Feedback Loops 180
Strategy Selection 181
CHAPTER SUMMARY 182
KEY TERMS 182
DISCUSSION QUESTIONS 183
ENDNOTES 183
CASE STUDY: THE MARKETING OF "LITTLE ENGLAND" 184
CHAPTER 7 Competition and the
Marketing Environment
Marketing Executive Profile: Jan Freitag 192
Marketing in Action 192
Environmental Scanning 194
Types of Environments 195
Technological Environments 195
Political Environment 196
Economic Environment 199
Sociocultural Environment 201
Regulatory Environment 203
Ecological/Natural Environment 204
Competition 207
Macrocompetition 208
Microcompetition 208
Choosing the Right Competition 209
Competitive Intelligence 210
Market Share 211
CONTENTS XI
REVPAR 212
Restaurant Comparisons 213
Other Measures Used to Analyze Competition 213
Perceptual Mapping 213
Using Competitive Intelligence 215
Raising Barriers 215
Competitive Marketing 216
CHAPTER SUMMARY 216
KEY TERMS 217
DISCUSSION QUESTIONS 217
ENDNOTES 218
CASE STUDY: THE BEEFSTEAK STEAKHOUSE 219
PART IV
THE MARKETPLACE
CHAPTER 8 Understanding
Individual Customers
223
225
Marketing Executive Profile: Thomas Storey 226
Marketing in Action 226
Characteristics of Customers 229
Needs and Wants 229
Application of the Theories 230
The Buying Decision Process 231
Needs, Wants, and Problem Recognition 232
Search Process 233
Stimuli Selection 233
Selectivity 234
Perceptions 234
Alternative Evaluation 236
Beliefs 237
Attitudes 238
Intention 238
Barriers to Purchase 239
Outcomes—Satisfaction or Dissatisfaction 239
Types of Hospitality Customers 241
Business Travelers 241
Package Market 250
Mature Travelers 252
International Travelers 253
Free Independent Travelers (FIT) 254
Consumers Who Are Members of Private Clubs 255
CHAPTER SUMMARY 256
KEY TERMS 257
DISCUSSION QUESTIONS 257
ENDNOTES 257
CASE STUDY: YORE HEROES TAP AND GRILL 258
CHAPTER 9 Understanding
Organizational Customers 265
Marketing Executive Profile: Charlotte St. Martin 266
Marketing in Action 267
Generic Organizational Market 270
Meeting Planners 270
Buy Time 271
Assessing Needs 274
Resolving Conflicts 274
Executing the Meeting 275
Evaluating the Results 275
Corporate Travel Market 276
Knowing the Volume 277
Understanding Travel Patterns 278
Corporate Meetings Market 278
Conference Centers 280
Incentive Market 282
Association, Convention, and Trade
Show Markets 284
Convention Centers and Convention and Visitors
Bureaus 286
SMERF and Government Markets 287
Group Tour and Travel Market 289
Motorcoach Tour Travelers 289
CHAPTER SUMMARY 291
KEY TERMS 292
DISCUSSION QUESTIONS 292
ENDNOTES 293
CASE STUDY: BRIDGEPORT INN AND
CONFERENCE CENTER 294
CHAPTER 10 Understanding Tourism
Markets 299
Marketing Executive Profile: Vincent
Vanderpool Wallace 300
Marketing in Action 300
Importance of Travel and Tourism 302
Local Residents' Attitudes Towards Tourism 305
National Tourism Organizations 306
How Hotels and Tourist Destinations
Work Together 309
Destination Marketing Strategy 315
Macro Environment 315
Segmenting the Tourist Market 320
How to Describe Markets 322
Communicating with the Tourist Market 323
Importance of Image Promotion 323
Choosing a Destination 324
Travelers' Information Search Behavior 324
Expertise 325
Familiarity 325
CHAPTER SUMMARY 328
KEY TERMS 328
DISCUSSION QUESTIONS 329
ENDNOTES 329
CASE STUDY: ECO PARAISO 330
XII s CONTENTS
PART V
FUNCTIONAL STRATEGIES 337
CHAPTER 11 Advertising,
Merchandising, and Public
Relations 339
Marketing Executive Profile: Jennifer Ploszaj 340
Marketing in Action 340
Communications Strategy 343
To Whom to Say It 345
Why Say It 346
What to Say 348
How to Say It 349
How Often to Say It 349
Where to Say It 349
Push/Pull Strategies 350
Word of Mouth Communication 350
The Impact of Word ofMouth 350
Measuring Word of Mouth 352
Budgeting the Communications Mix 352
Advertising 354
Role of Advertising 355
What Advertising Should Accomplish 356
Use of Advertising Today 357
Collateral 358
Merchandising 358
Basic Rules of Merchandising 359
Examples of Good Merchandising 361
Public Relations and Publicity 362
Public Relations 363
Publicity 369
CHAPTER SUMMARY 370
KEY TERMS 371
DISCUSSION QUESTIONS 371
ENDNOTES 372
CASE STUDY: THE LANCANDON RAINFOREST, CHIAPAS,
MEXICO 372
CHAPTER 12 Personal Selling
and Sales Promotions 379
Marketing Executive Profile: Carrie Ballew 380
Marketing in Action 380
The Sales Process 384
Prospecting 384
Qualifying Prospects 386
Sales Approach 387
Probing 388
Benefits and Features 390
Handling Objections 391
Closing the Sale 392
Following Up 393
Sales Action Plan 393
Development of Sales Personnel 393
Sales and Operations 394
Principles and Practices of Sales Promotions 396
Guidelines for Sales Promotions 396
How to Create Successful Sales Promotions 397
Be Single Minded 398
Define the Target Market 398
Decide Specifically What You Want to
Promote 399
Decide on the Best Way to Promote It 399
Make Sure You Can Fulfill the Demand 399
Communicate Clearly All Related Aspects of the
Promotion 399
Communicate the Promotion to Your
Employees 400
Measure the Results 400
Developing Sales Promotions 400
Identify the Gap 401
Design the Sales Promotion 402
Analyze the Competition 402
Establish Goals 403
Execute the Sales Promotion 403
Evaluate the Sales Promotion 403
CHAPTER SUMMARY 405
KEY TERMS 408
DISCUSSION QUESTIONS 408
ENDNOTES 409
CASE STUDY: CASTLE SPA 409
CHAPTER 13 Differentiation,
Segmentation, and Target
Marketing 419
Marketing Executive Profile: David W. Norton 420
Marketing in Action 421
Differentiation 424
Bases of Differentiation 425
Differentiation of Intangibles 426
Differentiation as a Marketing Tool 427
Differentiation—of Anything 430
Market Segmentation 431
Which Comes First: Differentiation or
Segmentation? 432
The Process of Market Segmentation 432
Segmentation Variables 435
Geographic Segmentation 435
Demographic Segmentation 437
Psychographic Segmentation 438
Usage Segmentation 442
Benefit Segmentation 445
Price Segmentation 447
Segmentation Strategies 449
Target Marketing 450
Mass Customization 452
CHAPTER SUMMARY 453
CONTENTS XIII
KEY TERMS 454
DISCUSSION QUESTIONS 454
ENDNOTES 455
CASE STUDY: THE RIDEAU GOLF AND COUNTRY CLUB 455
CHAPTER 14 Market Positioning
and Branding 463
Marketing Executive Profile: John Griffin 464
Marketing in Action 464
Salience, Determinance, and Importance 467
Salience 467
Determinance 468
Importance 468
Objective Positioning 469
Subjective Positioning 470
Tangible Positioning 471
Intangible Positioning 472
How to Create Effective Positioning 474
Positioning's Vital Role 477
Repositioning 477
Branding and Positioning 479
Hotel Restaurant Branding 480
Multiple Brands and Product Positioning 481
CHAPTER SUMMARY 485
KEY TERMS 486
DISCUSSION QUESTIONS 486
ENDNOTES 486
CASE STUDY: PEARL RIVER GARDEN HOTEL SANYA 487
CHAPTER 15 The Pricing Decision 499
Marketing Executive Profile: Carolina Pontual
Colasanti 500
Marketing in Action 500
Pricing Practices 502
Hotel Room Pricing 502
Restaurant Pricing 503
What Is Price? 503
Types of Costs 506
Cost Based Pricing 507
Cost Pius Pricing 507
Cost Percentage or Markup Pricing 507
Break Even Pricing 508
Contribution Margin Pricing 508
Value Based Pricing 509
Components of Value 510
Reference Pricing and Reservation Pricing 514
Psychological Pricing 515
Generic Pricing Strategies 516
Measuring the Impact of the Generic Pricing
Strategies 520
Revenue Management 523
What Revenue Management Is 523
Revenue Management Practices 524
Yield 525
The Last Word on Pricing 526
CHAPTER SUMMARY 526
KEY TERMS 527
DISCUSSION QUESTIONS 527
ENDNOTES 527
CASE STUDY: A WORLD SERIES OF YIELD MANAGEMENT 528
CHAPTER 16 Channels
of Distribution 531
Marketing Executive Profile: Anwen Parry 532
Marketing in Action 532
How Distribution Channels Work 536
Getting the Product to the Customer 538
Branded Hospitality Companies 538
Franchising 538
Management without Ownership 539
Getting the Customer to the Product 539
Reservation Services 539
Representation Firms 540
Consortia 541
Incentive Travel Organizations 542
Corporate Travel Departments and Travel
Management Companies 543
Global Distribution Systems (GDSs) 544
Traditional Offline Travel Agents 544
Central Reservation Systems (CRSs) 545
Internet Channels 546
Websites 551
Website Generated Market Research Data 556
Future Challenge of Online Distribution 557
Selecting Channels 559
Market Opportunities in China 560
Relationships with Channels 561
Evaluation of Channels 561
CHAPTER SUMMARY 562
KEY TERMS 562
DISCUSSION QUESTIONS 563
ENDNOTES 563
CASE STUDY: CARLSON HOSPITALITY WORLDWIDE "MAKING IT
HAPPEN" 564
Glossary 575
Name Index 583
Subject Index 587
Photo Credits 611 |
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| illustrated | Illustrated |
| index_date | 2024-07-02T19:14:25Z |
| indexdate | 2024-07-09T21:09:14Z |
| institution | BVB |
| isbn | 9780131708273 0131708279 |
| language | English |
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| spelling | Shoemaker, Stowe Verfasser aut Marketing essentials in hospitality and tourism foundations and practices Stowe Shoemaker ; Margaret Shaw Upper Saddle River, NJ [u.a.] Pearson Education 2008 XXV, 611 S. Ill., graph. Darst., Kt. txt rdacontent n rdamedia nc rdacarrier Hospitality industry Marketing Tourism Marketing Gastgewerbe (DE-588)4259231-8 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Tourismus (DE-588)4018406-7 gnd rswk-swf Marketing (DE-588)4037589-4 s Gastgewerbe (DE-588)4259231-8 s Tourismus (DE-588)4018406-7 s DE-604 Shaw, Margaret Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016228217&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Shoemaker, Stowe Shaw, Margaret Marketing essentials in hospitality and tourism foundations and practices Hospitality industry Marketing Tourism Marketing Gastgewerbe (DE-588)4259231-8 gnd Marketing (DE-588)4037589-4 gnd Tourismus (DE-588)4018406-7 gnd |
| subject_GND | (DE-588)4259231-8 (DE-588)4037589-4 (DE-588)4018406-7 |
| title | Marketing essentials in hospitality and tourism foundations and practices |
| title_auth | Marketing essentials in hospitality and tourism foundations and practices |
| title_exact_search | Marketing essentials in hospitality and tourism foundations and practices |
| title_exact_search_txtP | Marketing essentials in hospitality and tourism foundations and practices |
| title_full | Marketing essentials in hospitality and tourism foundations and practices Stowe Shoemaker ; Margaret Shaw |
| title_fullStr | Marketing essentials in hospitality and tourism foundations and practices Stowe Shoemaker ; Margaret Shaw |
| title_full_unstemmed | Marketing essentials in hospitality and tourism foundations and practices Stowe Shoemaker ; Margaret Shaw |
| title_short | Marketing essentials in hospitality and tourism |
| title_sort | marketing essentials in hospitality and tourism foundations and practices |
| title_sub | foundations and practices |
| topic | Hospitality industry Marketing Tourism Marketing Gastgewerbe (DE-588)4259231-8 gnd Marketing (DE-588)4037589-4 gnd Tourismus (DE-588)4018406-7 gnd |
| topic_facet | Hospitality industry Marketing Tourism Marketing Gastgewerbe Marketing Tourismus |
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