hotel marketing and communication the cornerstones
TRANSCRIPT
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Marketing Basics
Marketing Concept– the idea that businesses must satisfy customer needs
and wants in order to make a profit
Marketing– the creation, management, and selling of products
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Products
• Tangible, hold or touch• examples: T-shirts,
furniture
Goods
• Intangible, can’t touch• examples: spa, miniature
golf
Services
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The Marketing Mix(4 P’s of Marketing)
Marketing Process
Identify the customer
Determine customer’s
wants
Make the right
product…
…at the right
place…
…at the right price
Communicate to the
customer
Market Segmentation
Target Marketing
Product Management
Place (Distribution)
Price Management
Promotion
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• Market – All potential customers– share common needs and wants– have the ability and willingness to buy
• Marketers can conduct research to identify a target market
• Identifying a target market is achieved through market segmentation
• The strength of a marketing mix depends on two things:– How well the target market is defined– How well all marketing decisions are directed
toward that target market
Identifying the Customer
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Wants are determined by segmentation and research
Determine What the Customer Wants
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ProductPlace
(Distribution)
Price Promotion
Marketing Mix
Marketing Mix
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Make the Right Product…
• Obtaining• Developing• Maintaining• Improving
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Product Strategies
• Amenities• Benefits• Branding• Features• Image• Packaging• Services
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…at the Right Place
Location, location, location!
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…at the Right Price
• Complex decision• Non-price• Revenue Management Software• Strategies include:
– based on demand– competitors– image
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Sales Promotion
Advertising
Inte
ract
ive
Public
Relations
Personal Selling
Interactive- website- social
media
Advertising- print- broadcast
Sales Promotion- coupons, rebates,
discounts - frequent buyers
program
Public Relations- press releases/kits- media relationships
Personal Selling- suggestive and
group- telecommunication
Communicate to the Customer
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Communication• Beyond Promotion to direct
communication• Verbal
– face-to-face– telephone
• Non-verbal– body language– facial expressions– writing – letters, email, text
• Interpreting cues
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The Marketing Plan• Marketing goals• How to achieve the goals
• Strategies• 4 P interaction
• Competitor analysis
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References and Resources
Images:• Microsoft Office Clip Art: Used with permission from
Microsoft.Textbooks:• Farese, Kimbrell, Woloszyk, (2002) Marketing Essentials,
Woodland Hills, California: Glencoe McGraw-Hill, Inc. • Reynolds, Johnny Sue. (2010) Hospitality Services Food &
Lodging. Second. Tinley Park, Illinois: The Goodheart-Willcox Company, Inc.
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