This document introduces a course on managing marketing in the hospitality and tourism industry. It will define marketing conceptually and identify two approaches - as a function and as a management philosophy. As a function, marketing determines customer demand and develops products and services to meet that demand. As a philosophy, marketing creates value for customers, resulting in strong customer relationships and capturing value from them. The document provides examples from a hotel of services that exceed customer expectations to satisfy their needs and solve problems, capturing more value. Other business orientations will also be discussed in the course, as well as topics like historical trends, current trends, and the Asian paradigm.
This document introduces a course on managing marketing in the hospitality and tourism industry. It will define marketing conceptually and identify two approaches - as a function and as a management philosophy. As a function, marketing determines customer demand and develops products and services to meet that demand. As a philosophy, marketing creates value for customers, resulting in strong customer relationships and capturing value from them. The document provides examples from a hotel of services that exceed customer expectations to satisfy their needs and solve problems, capturing more value. Other business orientations will also be discussed in the course, as well as topics like historical trends, current trends, and the Asian paradigm.
This document introduces a course on managing marketing in the hospitality and tourism industry. It will define marketing conceptually and identify two approaches - as a function and as a management philosophy. As a function, marketing determines customer demand and develops products and services to meet that demand. As a philosophy, marketing creates value for customers, resulting in strong customer relationships and capturing value from them. The document provides examples from a hotel of services that exceed customer expectations to satisfy their needs and solve problems, capturing more value. Other business orientations will also be discussed in the course, as well as topics like historical trends, current trends, and the Asian paradigm.
By the end of this module - The Concept of Marketing - You should be able to define marketing conceptually, and identify two different approaches in real life. You will find out what exactly will be covered in this course - Managing Marketing in the Hospitality and Tourism Industry. There are two approaches in Marketing. First, marketing can be treated as a function in an organization. Second, marketing can be treated as a philosophy of managing an organization. As a function, marketing is the integration of professional disciplines to determine customer demand, then, develop, promote and deliver the products and services that will satisfy that demand. As a management philosophy, marketing is the process by which companies create value for customers and society, resulting in strong customer relationships that capture value from the customers. What exactly do we mean by capturing value from customers? Well, simply said, in marketing, it means creating a customer, that is converting a non-buyer to a buyer; and after that keeping the customer, that is, making him or her a repeat customer, a loyal customer. Creating customers and keeping customers means that everything you do, you have to be customer focused. Think customer. Think marketing. Capturing value requires that we provide a service or a solution which exceeds customer expectations, in being able to satisfying customer needs or solving customer problems. Capturing value requires that we create value for customers, in that the customer finds greater value in the service or solution than the price he or she pays. Marketing and capturing value means that we are able to provide service which exceeds customer expectations and create value in customers' mind. Let’s look at an example. Hotel ICON is an upscale city hotel catering mostly to the individual traveler for business or leisure. Some guests, particularly long-haul travelers, arrive early in the morning but check-in time is 2 pm. Hotel ICON offers this Timeless Lounge for these guests to relax, have a drink, check messages, take a shower, or even take a nap before checking in. That’s why the name Timeless Lounge. The service exceeds guest expectations, solves the problem of waiting for checking-in, and it is free. Some guests expect free Wi-Fi in a hotel, and Hotel ICON offers this handy phone to guests on checking in. It is a temporary smart phone that guests can use during their stay. The phone is equipped with local 4G, free calls, a local guide on what to shop and eat. Guests find it extremely helpful for navigating Hong Kong,can save roaming service,and it is free. Well, marketing is important in creating customers and keeping customers. There are, however, other orientations which are equally important. Some companies are operations oriented, some product oriented,selling oriented,or bottom-line oriented. You need to work out which is the best orientation for your organization,and you may have different orientations at different times. This week we shall continue to discuss Introduction to Hospitality Marketing,and we shall cover the following topics- Historical Perspective,Current Perspective, Trends in in the Supply Side,Trends in in the Demand Side,and finally, The Asian Paradigm. As a function, marketing is the integration of professional disciplines to determine customer demand, then develop, promote and deliver the products and services that will satisfy that demand. As a management philosophy, marketing is the process by which companies create value for customers and society,resulting in strong customer relationships that capture value from the customers. Stay with the course, and together we shall explore the world of hospitality marketing.