7/27/2023

LEARNING
OUTCOME
To discuss the
management philosophies
that can be adopted to
Marketing marketing the hospitality
Management product.
Philosophies
Marketing orientations

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1. Production
oriented Production
management
• 1800’s • specializes in producing
as much as possible of a
• John Ford given product or service
• exploiting economies of
• Demand exceed supply scale until the minimum
• Mass production efficient scale is reached
technology • deployed when a high
demand for a product or
• McDonalds service exists

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2. Sales Oriented
Management
• Fierce competition
• Supply exceeds demand,
growth is slow
• Huge stock of goods
Production • Door to door sales
techniques techniques
Buffet

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Sale

• aggressive selling
methods.
• focuses primarily on the Sales techniques
selling/promotion of a
Flash deals
particular product.
• fierce promotion
techniques to attain the
highest sales possible.

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3. Marketing
Oriented
Management • Serve better than competitors.
• Customer centric.
• Customer focus at the heart
of the business • Long term relationships.
• ‘Customer first’ business Marketing • Customisation to satisfy
philosophy individual needs.
• Production based on • Market research to track
consumer demand customer needs.
• Outward-looking
management philosophy

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4. Product

• until the 1960s

• concerned with the quality of its own product
• assume that as long as its product was of a high
standard, people would buy and consume the
product
Marketing technique • product development and improvement
Customisation

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5. Holistic
marketing
management
• Dynamic environments
• Modern consumers
Product • Micro-segmentation
• Relationship marketing
technique • Niche marketing
Product differentiation • Database marketing
• Societal marketing

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THANK
YOU…

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