Marketing for Hospitality & Tourism

Introduction: Marketing for Hospitality & Tourism:

• Customer Orientation
• What is Hospitality & Tourism Marketing?
• Marketing in the Hospitality Industry
• Undesirable Customers
• Marketing Management
• Marketing Management Philosophies
• Marketing’s Future
• The Internet Changes How We Market Hospitality Products
• Great Leaders

Service Characteristics of Hospitality & Tourism Marketing:

• The Service Culture
• Characteristics of Service Marketing
• Management Strategies for Service Businesses
• Ritz-Carlton: Taking Care of Those Who Take Care of Customers
• Overview of Service Characteristics: The Servuction Model

The Role of Marketing in Strategic Planning:

• Nature of High-performance Businesses
• Corporate Strategic Planning
• A Strategic Look at Starbucks Coffee
• Business Strategy Planning
• Unique Challenges of the Hotel Industry

The Marketing Environment:

• The Company’s Micro-environment
• The Company’s Macro-environment
• Managing in Uncertain Times
• Popcorn’s Cultural Trends
• Linked Environmental Factors
• Responding to the Marketing Environment

Marketing Information Systems & Marketing Research:

• The Marketing Information System
• A “Questionable” Questionnaire
• Research Problem Areas
• The Internet: A Great Source of Marketing Information
• Marketing Research in Small Business
• Marketing Research in Smaller Organizations

Consumer Markets & Consumer Buying Behavior:

• A Model of Consumer Behavior
• Personal Characteristics Affecting Consumer Behavior
• Senior Consumers
• The San Diego Padres Baseball Club
• The Buyer Decision Process
• Unique Aspects of Hospitality & Travel Consumers

Organizational Behaviour of Group Market:

• The Organizational Buying Process
• Participants in the Organizational Buying Process
• Major Influences on Organizational Buyers
• Organizational Buying Decisions
• Group Business Markets
• Dealing with Meeting Planners
• The Corporate Account & Corporate Travel Manager

Market Segmentation, Targeting and Positioning:

• Markets
• Market Segmentation
• Jollibee: A Regional Fast Food Chain
• Targeting Families by Targeting Kids
• Market Targeting
• “Elite-Napping” the Business Traveler
• Market Positioning
• Airline Positioning: Southwest Airlines

Designing & Managing Products:

• What is a Product?
• Product Levels
• Augmented Product
• Brand Decisions
• New Product Development
• The National Food Laboratory Helps Restaurants Develop New Products & Improve Existing Products
• Restaurants & Hotels Develop New Product Ideas
• Product Development Through Acquisition
• Product Life-cycle Strategies

Internal Marketing:

• Internal Marketing
• When Employee Communications Go Against Customer Expectations
• The Internal Marketing Process
• Non routine Transactions

Building Customer Loyalty Through Quality:

• Defining Customer Value & Satisfaction
• Tracking Customer Satisfaction
• Relationship Marketing
• Retaining Customers
• The Link Between Marketing & Quality
• What is Quality?
• Benefits of Service Quality
• Developing a Service Quality Program
• The Five-gap Model of Service Quality
• Forecasting Market Demand

Pricing Products: Pricing Considerations, Approaches and Strategy:

• Price
• Factors to Consider When Setting Prices
• Aspen Skiing Company Knows Out-of-State Visitors Are Less Price Sensitive
• General Pricing Approaches
• Pricing Strategies
• Segmented Pricing: The Right Product to the Right Customer at the Right Time for the Right Price
• Price Fixing
• Other Pricing Considerations
• Price Changes
• The Internet Makes it Easy for Customers to Find Price Information

Distribution Channels:

• Nature & Importance of Distribution Systems
• Nature of Distribution Channels
• Marketing Intermediaries
• Top Ten Ideas for Working with Travel Agents
• Channel Behavior & the Organization
• The Hilton Model
• Restaurant Franchising
• Selecting Channel Members
• Responsibilities of Channel Members & Suppliers
• Business Location

Promoting Products: Communication & Promotion Policy & Advertising:

• The Communication Process
• Thank You – A Great Personal Communication
• Establishing the Total Marketing Communications Budget
• Managing & Coordinating Integrated Marketing Communications
• Southwest Airlines
• Manage the Integrated Marketing Communication Process
• Advertising
• How Does an Advertising Agency Work?
• Major Decisions in Advertising
• Association Advertising

Promoting Products: Public Relations & Sales Promotion:

• Public Relations
• Taco Bell Provided Example of Creative Publicity
• Major Activities of PR Departments
• Publicity
• Singapore Suntec Centre
• The Public Relations Process
• Major Tools in Marketing PR
• Public Relations Opportunities for the Hospitality Industry
• Crisis Management
• Sales Promotion
• Local Store Marketing

Electronic Marketing: Internet Marketing, Database Marketing and Direct Marketing:

• Internet Marketing
• Using the Web to Market Tourism Destinations
• Web Site Development
• Business-to-Business E-commerce
• Developing a Marketing Database System
• Using your Database for Customer Research: Defining the Power of Your Loyal Customers
• Gazelle Systems Brings Database Marketing to Restaurants
• Manhattan East Suite Hotels Gives Customers What They Want Before They Ask
• Direct Marketing

Professional Sales:

• Management of Professional Sales
• Nature of Hospitality Sales
• Sales Force Objectives
• Sales Force Structure & Size
• Organizing the Sales Department
• Relationship Marketing & Strategic Alliances
• Recruiting & Training a Professional Sales Force
• Managing the Sales Force

Destination Marketing:

• The Globalization of the Tourist Industry
• Importance of Tourism to a Destination’s Economy
• Stop the Brutal Marketing
• Tourism Strategies & Investments
• Gambling on Central City
• Segmenting & Monitoring the Tourist Market
• Maryland Office of Tourism Development Case Study
• Communicating with the Tourist Market
• Organizing & Managing Tourism Marketing
• National Tourism Organizations: How They Work