ith chapter15
TRANSCRIPT
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Introduction to Hospitality, Fourth EditionJohn Walker
2006 Pearson Education, Inc.Pearson Prentice HallUpper Saddle River, NJ 07458
Chapter 15Hospitality Marketing
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Introduction to Hospitality, Fourth EditionJohn Walker
2006 Pearson Education, Inc.Pearson Prentice HallUpper Saddle River, NJ 07458
After Reading and Studying This
Chapter, You Should Be Able to: Define marketing
Describe the steps in the marketing system
Describe the importance of marketing to the hospitalityindustry
Name the four aspects of the SWOT analysis and how theycan be used for strategic planning
Explain the marketing segmentation process Name and describe the marketing mix (five Ps)
Explain how sales are conducted in the hospitality business
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Introduction to Hospitality, Fourth EditionJohn Walker
2006 Pearson Education, Inc.Pearson Prentice HallUpper Saddle River, NJ 07458
Official Definition of
Marketing A social and management process by
which individuals and groups obtain
what they need and want throughcreating and exchanging value withothers.
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Introduction to Hospitality, Fourth EditionJohn Walker
2006 Pearson Education, Inc.Pearson Prentice HallUpper Saddle River, NJ 07458
Hospitality Marketing
Includes: Finding out what guest wants and
needs are
Providing the guest with solutions
Creating guests and keeping themcoming back
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Introduction to Hospitality, Fourth EditionJohn Walker
2006 Pearson Education, Inc.Pearson Prentice HallUpper Saddle River, NJ 07458
Hospitality is Unique Products are:
Perishable
Intangible
Interrelated
Guests can become brand loyal
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Introduction to Hospitality, Fourth EditionJohn Walker
2006 Pearson Education, Inc.
Pearson Prentice HallUpper Saddle River, NJ 07458
Marketing is About Place (location) Distribution (making the product readily
available) Pricing (the cost and profit margins) Product image (how the product is
perceived) Promotion (communication to the market) Relationship marketing
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Introduction to Hospitality, Fourth EditionJohn Walker
2006 Pearson Education, Inc.
Pearson Prentice HallUpper Saddle River, NJ 07458
Strategic Planning Market Demand
Economic
Social
Political
Technological
Competitor Analysis
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Introduction to Hospitality, Fourth EditionJohn Walker
2006 Pearson Education, Inc.
Pearson Prentice HallUpper Saddle River, NJ 07458
SWOT Strengths
Weaknesses
Opportunities
Threats
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Introduction to Hospitality, Fourth EditionJohn Walker
2006 Pearson Education, Inc.
Pearson Prentice HallUpper Saddle River, NJ 07458
Figure 15-2
SWOT Analysis
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Introduction to Hospitality, Fourth EditionJohn Walker
2006 Pearson Education, Inc.
Pearson Prentice HallUpper Saddle River, NJ 07458
Marketing Segmentation
Process Divide into segments
Profile segments Analyze segments
Formulate strategyfor each segment
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Introduction to Hospitality, Fourth EditionJohn Walker
2006 Pearson Education, Inc.
Pearson Prentice HallUpper Saddle River, NJ 07458
Figure 15-3
Market Segmentation Process
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Introduction to Hospitality, Fourth EditionJohn Walker
2006 Pearson Education, Inc.
Pearson Prentice HallUpper Saddle River, NJ 07458
Target Markets Demographics
Age Gender Income Social class Occupation Family structure Geography Ethnicity
Usage Lifestyle
Family life cycle
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Introduction to Hospitality, Fourth EditionJohn Walker
2006 Pearson Education, Inc.
Pearson Prentice HallUpper Saddle River, NJ 07458
Figure 15-4
Illustration of a Target Market
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Introduction to Hospitality, Fourth EditionJohn Walker
2006 Pearson Education, Inc.
Pearson Prentice HallUpper Saddle River, NJ 07458
Positioning Statement Better than the competition
Different than the competition
Opposite of the competition
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Introduction to Hospitality, Fourth EditionJohn Walker
2006 Pearson Education, Inc.
Pearson Prentice HallUpper Saddle River, NJ 07458
Brand Marketing Brand defined Brand identity
Easy to remember Associated with value Positive connotation Easily recognized Looks good in color and in black and white
Catch the customers eye Usable, pleasant and non-offensive Easy to pronounce and spell
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Introduction to Hospitality, Fourth EditionJohn Walker
2006 Pearson Education, Inc.
Pearson Prentice HallUpper Saddle River, NJ 07458
Marketing Mix Five Ps
Product
Price Place/distribution
Promotion
People
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Introduction to Hospitality, Fourth EditionJohn Walker
2006 Pearson Education, Inc.
Pearson Prentice HallUpper Saddle River, NJ 07458
Pricing Strategies Demand-based
Value
Negotiated Quantity discount
Cash discount
Seasonal discount
Pricing by priority
Price bundling
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Introduction to Hospitality, Fourth EditionJohn Walker
2006 Pearson Education, Inc.
Pearson Prentice HallUpper Saddle River, NJ 07458
Forms of Marketing
Sales promotion
Advertising Direct selling
Public relations
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Introduction to Hospitality, Fourth EditionJohn Walker
2006 Pearson Education, Inc.
Pearson Prentice HallUpper Saddle River, NJ 07458
Figure 15-5
Effect Promotion Has on the Buying Process
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Introduction to Hospitality, Fourth EditionJohn Walker
2006 Pearson Education, Inc.
Pearson Prentice HallUpper Saddle River, NJ 07458
E-Marketing Databases Websites
Email www.expedia.com www.hotwire.com www.travelocity.com www.hotels.com www.gotrooms.com
http://www.expedia.com/http://www.hotwire.com/http://www.travelocity.com/http://www.hotels.com/http://www.gotrooms.com/http://www.gotrooms.com/http://www.hotels.com/http://www.travelocity.com/http://www.hotwire.com/http://www.expedia.com/ -
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Introduction to Hospitality, Fourth EditionJohn Walker
2006 Pearson Education, Inc.
Pearson Prentice HallUpper Saddle River, NJ 07458
Sales Market share
RevPar
Segmentation Association
SMERF
Sales quotas
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Introduction to Hospitality, Fourth EditionJohn Walker
2006 Pearson Education, Inc.
Pearson Prentice HallUpper Saddle River, NJ 07458
Trends Strong growth potential for industry with
economic growth
Increase in creative marketing Globalization
Increased importance of retaining guests
Bounce-back effect from 9/11 Continued increase in Internet sales