Post on 31-Dec-2015
transcript
Chapter Eight
Understanding Individual Customers
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.2
Principles of Consumer Behavior
Consumer behavior is purposeful and goal oriented
The consumer has free choice Consumer behavior is a process Consumer behavior can be influenced There is a need for consumer
education
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.3
Characteristics of Customers
Needs and wants Maslow’s hierarchy of needs
People are motivated by different levels of needs
Lower levels of needs must be satisfied before higher level needs
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.4
Exhibit 8-1: Maslow’s Hierarchy of Needs
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.5
Characteristics of Customers Application of theories
Need-context relationship Consumers have different types of needs Consumers have wants Businesses must know both in order to
provide for customers
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.6
Exhibit 8-2; The Buying Decision Process
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.7
The Buying Decision Process Needs, wants and problem
recognition Sometimes starts as a response to a
stimuli The consumer thinks he has a problem
and begins to search for a solution
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.8
The Buying Decision Process Needs, wants and problem recognition
“I’m hungry” (problem) “Let’s eat” (solution)
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.9
The Buying Decision Process Search process
Search for a solution The set of places that come to mind is
the evoked set Marketing can begin to take an active
role Marketing can create a want and cause
a problem that needs a solution
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.10
The Buying Decision Process
Stimuli selection Impact of stimulus depends on the
level of involvement with purchase decision
High involvement Low involvement
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.11
The Buying Decision Process Selectivity
The process of selective choice may depend on a number of steps
Selective attention Selective comprehension Selective acceptance Selective retention
Much of what is directed at the consumer is not processed by the consumer
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.12
The Buying Decision Process Perceptions
Meanings we assign to what we see, hear and sense around us
Perceptions are selective Reference group are people who
influence our attitudes, opinions and values
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.13
The Buying Decision Process Perceptions
Perception is reality for the consumer When perceptions do not match the
product, it is Gap 4 Initial perceptions rely on stimuli If expectations are not filled, perceptions
are negative which can lead to dissatisfaction
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.14
The Buying Decision Process
Alternative evaluation Multiple solutions are common Marketing is most important for high
involvement purchases Influenced by the target market’s
choice process
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.15
The Buying Decision Process
Beliefs What we think is fact which is derived
from perceptions Belief-attitude-intention trilogy Marketers can change or create beliefs
of targeted consumers
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.16
The Buying Decision Process Attitudes
How we judge and react to beliefs Emotional feelings toward beliefs
Intention A consumer’s plan to make or not
make a purchase Should be evaluated in the belief-
attitude-intention context
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.17
The Buying Decision Process Barriers to purchase
Marketers attempt to reduce the barriers
Cognitive dissonance Advertising that supports the
consumer’s choice and wisdom of the choice has been found to help reduce cognitive dissonance and increase loyalty
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.18
The Buying Decision Process
Outcomes-satisfaction or dissatisfaction Should have some idea of level of satisfaction Service recovery for dissatisfied customers Application to the hotel industry
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.19
Types of Hospitality Customers Business travelers Pleasure travelers Package market Mature travelers International travelers Free independent travelers (FIT) Members of private clubs
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.20
Business Travelers A customer who purchases hospitality
products or services because of a need to conduct business in a particular area
One of the most desirable market segments for the hospitality marketer
The largest major segment and least price sensitive
Business traveler needs Convenience, reputation, price
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.21
Pleasure Travelers Customer who purchases hospitality
products or services for leisure or other non-business purposes
Business and pleasure travelers combine both in one trip
More relaxed and casual Eat and socialize High growth potential market Major part is family travelers People traveling to visit friends
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.22
Package Market Customers who purchase a
combination of services for an all-inclusive price
Normally packages designed to boost occupancy during low-demand periods
Not the same as discounting Need to provide all aspects of the
promised package
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.23
Mature Travelers Hospitality customer who is older than 55 Is increasing as people are living longer,
have resources and interest in travel Like to visit new places and visit friends
and family Not homogenous; age and physical
limitations play a role in needs Some hotel chains aggressively pursue
this market Restaurants cater to this segment
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.24
International Travelers A person who travels and visits outside
his or her own country for business, personal or pleasure purposes
Most tourism to/from US is to/from Mexico and Canada
400 million travel outside their country every year
Marketing to this group is expensive and risky; usually done via an intermediary
Overall marketing goals are the same for this group as for other groups
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.25
Free Independent Travelers
Traveler not affiliated with an organized travel group and does not fit into other defined market segments
Includes wholesalers and retail agents Normally willing to pay higher rates
than the group customers
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.26
Members of Private Clubs Includes
Country City Yacht Tennis Military
Rely on word-of-mouth Look for customization of their
experience
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.27
Discussion What types of hospitality customers
would you prefer to have on your property? Why?