Download - Course Title: Tourism and Hospitality Marketing€¦ · Marketing in the hospitality industry Importance of marketing Tourism Marketing Definition of marketing The marketing process

Course Title: Tourism and Hospitality Marketing

Course Code: MKTG- 4807

Mohammad Toufiqur Rahman

Assistant Professor, DBA,IIUC.

Cell: 01611900667, Email: [email protected]

Chapter – Introduction

� What is tourism and hospitality?

� Marketing in the hospitality industry

� Importance of marketing

� Tourism Marketing

� Definition of marketing

� The marketing process

� Understanding the marketing place

and customer needs

� Customers needs, wants, and demands

� Market Offerings: Tangible products, Services, and Experience

� Customer Value and Satisfaction

� Exchanges and relationships

� Designing Customer-Driven Marketing Strategy

� Selecting customers to serve

� Marketing management orientations

- The production concept

- The product concept

- The selling concept

- The marketing concept

- Marketing 3.0 ( Participation & collaboration, Globalization, Creative

Society)

� Building Profitable Customer Relationship

� Customer relationship management

� The changing nature of customer relationships

- Relating with more carefully selected customers

- Relating more deeply and interactively

- Consumer generated marketing

- Partner relationship management(partner inside and outside the firm)

� Capturing Value From Customers

� Customer loyalty and retention

� Growing share of customer

� What is customer equity?

� Building the right relationships with the right customers

� Building customer equity






Chapter – Services Characteristics of hospitality and Tourism Marketing

� Characteristics of Service Marketing

� Intangibility

� Physical evidence

� Variability/Heterogeneity

� Inseparability/Simultaneous production and consumption

� Perishability

� Service Management Concepts For The Hospitality Industry � The service profit chain

� The types of marketing

� Management Strategies For Service Business

� Managing service differentiation

� Managing service quality

� Managing service productivity

� Resolving customer complaints

� Managing employees as part of the product

� Managing perceived risk

� Managing Capacity And Demand

Use Queuing:

� Unoccupied time feels

longer than occupied time

� Unfair waits feel longer than

equitable waits

� Uncertain waits seem longer

than known, finite waits






Chapter: The Marketing Environment

The Company’s Microenvironment � The company

� Existing competitors - Share of market

- Share of mind

- Share of heart

Company faces four levels of competitors:

(Product form, Product category, General and Budget competition)

� Suppliers

� Marketing intermediaries

� Customers-Company needs to study five types of general customer markets

closely and they are: Consumer market, Business market, Resellers, Govt.

markets, International markets.

� Publics

The Company’s Macroenvironment � Competitors – barriers of entry & exit

� Demographic environment - The baby boomers

- Generation X

- Millennials/ Generation Y

- Generational marketing i. Increasing diversity

ii. The changing American family

� Economic environment – Changes in income, the global economy)

� Natural environment

� Technological environment

� Political environment - Increased legislation & regulation affecting business

- Changing Govt. agency enforcement

- Increased emphasis on socially responsible actions & ethics � Socially responsible behavior

� Cause-related marketing

� Cultural environment - Persistence of cultural values

- Subcultures

-

Seven types of publics






Chapter – The Role of Marketing in Strategic Planning

Nature of High-Performance Business

� Stakeholders

� Processes

� Resources

� Organization

Corporate Strategic Planning: Defining

Marketing’s Role � Defining the corporate mission

� Setting company objectives and goals

� Designing the business portfolio – (SBUs characteristics) - Developing growth strategies

� Intensive growth

� Diversification growth – (concentric, horizontal & conglomerate)

� Integrative growth – (backward, forward & horizontal)

Marketing Strategy & the Marketing Mix � Customer-driven marketing strategy

- Market segmentation

- Market targeting

- Market differentiation & positioning

� Developing an integrated marketing mix

Managing the Marketing Effort � Marketing analysis

� Goal formulation - Michael Porters generic strategies

� Overall cost leadership

� Differenciation

� Focus

� Marketing planning

� Implementation

� Feedback and control

Unique Challenges of The Hotel Industry






Chapter-Consumer Markets and Consumer Behavior

A Model of Consumer Behavior

Personal Characteristics Affecting Consumer Behavior

� Cultural Factors � Culture

� Subculture - Hispanic consumer

- African American consumer

- Asian American consumer

- Consumer behavior across international cultures

� Social class

� Social Factors � Groups

� Word-of-Mouth influence and Buzz marketing

� Online social networks

� Family

� Roles and status

� Personal Factors � Age and life cycle stage

� Occupation

� Economic situation

� Lifestyle

� Personality and self concept

� Psychological Factors � Motivation

� Maslow’s theory of motivation

� Herzberg’s theory

� Perception

� Selective attention

� Learning

� Beliefs and attitudes

The Buyer Decision Process

Model of buyer behavior






Chapter: Organizational Buyer Behavior of Group Market

Major Influences on Organizational Buyers

Organizational Buying Decisions

Figure: Major Influences on Business Buyer Behavior