copyright 2010 delmar, a part of cengage learning. all rights reserved. h o s p i t a l i t y &...
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Copyright 2010 Delmar, a part of Cengage Learning.All Rights Reserved.
Chapter 1
Marketing Defined
Copyright 2010 Delmar, a part of Cengage Learning.All Rights Reserved.
Definition of Marketing
Marketing is a continuous, sequentialprocess through which management inthe hospitality and travel industry plans,researches, implements, controls, andevaluates activities designed to satisfy both customers’ needs and wants and their own organization’s objectives
Copyright 2010 Delmar, a part of Cengage Learning.All Rights Reserved.
The PRICE of Marketing
P: planning
R: research
I: implementation
C: control
E: evaluation
Copyright 2010 Delmar, a part of Cengage Learning.All Rights Reserved.
Evolutionary Eras of Marketing in Nonservice Industries
Product-orientation era
Sales-orientation era
Marketing-orientation era
Societal-marketing era
Online-marketing era
Copyright 2010 Delmar, a part of Cengage Learning.All Rights Reserved.
Figure 1.1 The evolution of marketing in nonservice industries. (Adapted from Perreault, William D., and E. Jerome McCarthy, Essentials of Marketing: A Global Managerial Approach, 10th ed. Reproduced with permission of The McGraw-Hill Companies.)
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Figure 1.6 Characteristics of a marketing-oriented organization.
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Figure 1.8 Core principles of marketing.
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The Hospitality and Travel Marketing Environment
Marketing Strategy Factors (controllable)
Marketing Environment Factors
(uncontrollable)
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Traditional 4 Ps of Marketing
– Product; Place; Promotion; Price
Additional 4 Ps of Hospitality and Travel Marketing
– People; Packaging; Programming; Partnership
Marketing Strategy Factors
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Figure 1.10 Marketing strategy factors.
Traditional 4 Ps of MarketingProductPlacePromotionPrice
Additional 4 Ps of Hospitality and Travel Marketing
PeoplePackagingProgrammingPartnership
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Marketing Environment Factors
Competitors
Laws and Government Regulations
Economy
Technology
Society and Culture
Organizational Priorities and Goals
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Figure 1.11 The marketing environment factors.