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Learning Objectives Chapter 1: Marketing Defined
Learning Objectives Chapter 1: Marketing Defined
Learning Objectives Chapter 1: Marketing Defined
Marketing is a continuous,
sequential process through which
management in the hospitality and
travel industry plans, researches,
implements, controls, and evaluates
activities designed to satisfy both
customers’ needs and wants and
their own organization’s objectives.
Six Marketing Fundamentals
P Planning
R Research
I Implementation
C Control
E Evaluation
The Evolution of Marketing
in Non-Service Industries
1. Planning is short-term.
2. Long-term decisions are made only when
serious problems are encountered.
3. There is a definite reluctance to change.
4. Business growth is seen as being assured
and current business volumes are viewed as
guaranteed.
5. Providing the best or highest quality service
is assumed to be an automatic guarantee of
success (The Better Mousetrap Fallacy).
Symptoms of Production and Sales
Orientations (Continued)
Traditional 4 Ps Additional 4 Ps of
of Marketing Hospitality and
Travel Marketing
Product
People
Place
Packaging
Promotion
Programming
Partnership
Price
The Hospitality and Travel Marketing
Environment
Marketing Environment Factors
1. Competition
2. Legislation and regulation
3. Economic environment
4. Technology
5. Societal and cultural environment
6. Organizational objectives and resources
Reasons for Increased Importance of
Marketing in the Industry
1. Greater competition.
2. Increased market fragmentation and
complexity.
3. More experienced and sophisticated
customers.
4. Acquisition of hospitality and travel
companies by firms in other industries.