Introduction to hospitality marketing

 What is Marketing?
 Definitions
 Core Concepts of Marketing
 Management Orientations
 Environmental Influences
 Macro
 Micro
 Special Characteristics of Services
Marketing
 Hospitality Marketing Mix
Many different definitions of marketing
 business philosophy to create and retain
satisfied customers
 exchange process – short term transactional
marketing
 relationship marketing - development of
mutually beneficial long-term relationships
between suppliers and customers
 creating memorable experiences
1. Customer Needs, Wants and Demands
2. Marketing offerings
3. Value and Satisfaction
4. Exchanges and relationships
5. Markets
Needs, Wants, and Demands

• States of deprivation
• Physical—food, clothing, warmth, safety
Needs • Social—belonging and affection
• Individual—knowledge and self-
expression

Wants • Form that needs take as they are shaped by

culture and individual personality

Demands • Wants backed by buying power

 Customer value is the difference between the benefits that the
customer gains from owning and/or using a product and the costs of
obtaining the product.
 Customer satisfaction depends on a product’s perceived performance
in delivering value relative to a buyer’s expectations.
 Domino's Pizza

30-minute guarantee
Starting in 1973, Domino's Pizza had a guarantee that customers would receive their pizzas within 30 minutes of
placing an order or they would receive the pizzas free. The guarantee was reduced to $3 off in the mid 1980s. In
1992, the company settled a lawsuit brought by the family of an Indiana woman who had been killed by a
Domino's delivery driver, paying the family $2.8 million. The guarantee was dropped that same year because of
the "public perception of reckless driving and irresponsibility", according to then-CEO Tom Monaghan.

In December 2007, Domino's introduced a new slogan, "You Got 30 Minutes", alluding to the earlier pledge but
stopping short of promising delivery in a half hour.

In Malaysia and Singapore, a refund is instead substituted with a "Free Regular Pizza Voucher".
In India, the guarantee is for ₹300 ($5) and is valid for an order of less than 4 pizzas.
The World Airline Awards, presented at the recent Paris Air Show
 Exchange is the act of obtaining a desired object from someone
by offering something in return.

 A transaction is marketing’s unit of measurement and consists of

a trade of values between two parties.

 Relationship marketing builds relationships with valued

customers, distributors, dealers, and suppliers by promising and
consistently delivering high-quality products, good service, and
fair prices.
 IHG Rewards Club
A market is a set of actual and potential
buyers who might transact with a seller.