BOOK
Marketing for Hospitality and Tourism, Global Edition
Philip T. Kotler | John T. Bowen | James Makens | Seyhmus Baloglu
(2016)
Additional Information
Book Details
Abstract
For courses in Hospitality Marketing, Tourism Marketing, Restaurant Marketing, or Hotel Marketing.
Marketing for Hospitality and Tourism, 7/e is the definitive source for hospitality marketing.
Taking an integrative approach, this highly visual, four-color book discusses hospitality marketing from a team perspective, examining each hospitality department and its role in the marketing mechanism. These best-selling authors are known as leading marketing educators and their book, a global phenomenon, is the leading resource on hospitality and tourism marketing. The Seventh Edition of this popular book includes new and updated coverage of social media, destination tourism and other current industry trends, authentic industry cases, and hands-on application activities.
Table of Contents
| Section Title | Page | Action | Price |
|---|---|---|---|
| Cover | Cover | ||
| Title Page | 1 | ||
| Copyright Page | 2 | ||
| Brief Contents | 4 | ||
| Contents | 6 | ||
| To the Student | 14 | ||
| Preface | 18 | ||
| About the Authors | 21 | ||
| Part I Understanding the Hospitality and Tourism Marketing Process | 23 | ||
| 1 Introduction: Marketing for Hospitality and Tourism | 25 | ||
| YOUR PASSPORT TO SUCCESS | 27 | ||
| CUSTOMER ORIENTATION | 28 | ||
| WHAT IS HOSPITALITY AND TOURISM MARKETING? | 29 | ||
| MARKETING IN THE HOSPITALITY INDUSTRY | 30 | ||
| Importance of Marketing | 30 | ||
| Tourism Marketing | 30 | ||
| Definition of Marketing | 31 | ||
| The Marketing Process | 31 | ||
| UNDERSTANDING THE MARKETPLACE AND CUSTOMER NEEDS | 31 | ||
| Customer Needs, Wants, and Demands | 31 | ||
| Market Offerings: Tangible Products, Services, and Experiences | 32 | ||
| Customer Value and Satisfaction | 33 | ||
| Exchanges and Relationships | 34 | ||
| Markets | 34 | ||
| DESIGNING CUSTOMER VALUE-DRIVEN MARKETING STRATEGY | 34 | ||
| Selecting Customers to Serve | 35 | ||
| MARKETING HIGHLIGHT: JET BLUE DELIGHTS ITS CUSTOMERS | 35 | ||
| Marketing Management Orientations | 36 | ||
| PREPARING AN INTEGRATED MARKETING PLAN | 38 | ||
| BUILDING CUSTOMER RELATIONSHIPS | 38 | ||
| Customer Relationship Management | 38 | ||
| Engaging Customers | 40 | ||
| Partner Relationship Management | 42 | ||
| CAPTURING VALUE FROM CUSTOMERS | 42 | ||
| Customer Loyalty and Retention | 42 | ||
| Growing Share of Customer | 43 | ||
| Building Customer Equity | 43 | ||
| What Is Customer Equity? | 43 | ||
| Building the Right Relationships with the Right Customers | 44 | ||
| THE CHANGING MARKETING LANDSCAPE | 44 | ||
| The Digital Age: Online, Mobile, and Social Media Marketing | 44 | ||
| The Changing Economic Environment | 46 | ||
| Rapid Globalization | 47 | ||
| Sustainable Marketing—The Call for More Environmental and Social Responsibility | 47 | ||
| Co-Creation | 48 | ||
| The Sharing Economy | 48 | ||
| MARKETING’S FUTURE | 49 | ||
| CHAPTER REVIEW | 49 | ||
| DISCUSSION QUESTIONS | 51 | ||
| EXPERIENTIAL EXERCISES | 51 | ||
| INTERNET EXERCISES | 52 | ||
| REFERENCES | 52 | ||
| 2 Service Characteristics of Hospitality and Tourism Marketing | 55 | ||
| THE SERVICE CULTURE | 56 | ||
| CHARACTERISTICS OF SERVICE MARKETING | 57 | ||
| Intangibility | 57 | ||
| Physical Evidence | 58 | ||
| Inseparability | 58 | ||
| Variability | 59 | ||
| Perishability | 60 | ||
| SERVICE MANAGEMENT CONCEPTS FOR THE HOSPITALITY INDUSTRY | 61 | ||
| The Service Profit Chain | 61 | ||
| Three Types of Marketing | 61 | ||
| MANAGEMENT STRATEGIES FOR SERVICE BUSINESSES | 62 | ||
| Managing Service Differentiation | 62 | ||
| Managing Service Quality | 62 | ||
| MARKETING HIGHLIGHT: JETBLUE, SOUTHWEST, AND CIRQUE DU SOLEIL PROVIDE THREE EXAMPLES OF SERVICE DIFFERENTIATION | 63 | ||
| Managing Service Productivity | 64 | ||
| Resolving Customer Complaints | 64 | ||
| MARKETING HIGHLIGHT: RECOMMENDATIONS FOR IMPROVING SERVICE QUALITY | 65 | ||
| Managing Employees as Part of the Product | 66 | ||
| Managing Perceived Risk | 67 | ||
| Managing Capacity and Demand | 68 | ||
| CHAPTER REVIEW | 73 | ||
| DISCUSSION QUESTIONS | 74 | ||
| EXPERIENTIAL EXERCISES | 74 | ||
| INTERNET EXERCISES | 75 | ||
| REFERENCES | 75 | ||
| 3 The Role of Marketing in Strategic Planning | 77 | ||
| NATURE OF HIGH-PERFORMANCE BUSINESS | 79 | ||
| Stakeholders | 79 | ||
| Processes | 80 | ||
| Resources | 80 | ||
| Organization | 81 | ||
| CORPORATE STRATEGIC PLANNING: DEFINING MARKETING’S ROLE | 81 | ||
| Defining the Corporate Mission | 82 | ||
| Setting Company Objectives and Goals | 84 | ||
| Designing the Business Portfolio | 85 | ||
| MARKETING HIGHLIGHT: STARBUCKS COFFEE: WHERE GROWTH IS REALLY PERKING | 87 | ||
| PLANNING MARKETING: PARTNERING TO BUILD CUSTOMER RELATIONSHIPS | 90 | ||
| Partnering with Other Company Departments | 90 | ||
| Partnering with Others in the Marketing System | 90 | ||
| MARKETING STRATEGY AND THE MARKETING MIX | 91 | ||
| Customer Value-Driven Marketing Strategy | 92 | ||
| Developing an Integrated Marketing Mix | 93 | ||
| MANAGING THE MARKETING EFFORT | 94 | ||
| Marketing Analysis | 94 | ||
| Goal Formulation | 97 | ||
| Marketing Planning | 98 | ||
| Implementation | 98 | ||
| Feedback and Control | 98 | ||
| MEASURING AND MANAGING RETURN ON MARKETING INVESTMENT | 99 | ||
| CHAPTER REVIEW | 100 | ||
| DISCUSSION QUESTIONS | 101 | ||
| EXPERIENTIAL EXERCISES | 102 | ||
| INTERNET EXERCISES | 102 | ||
| REFERENCES | 102 | ||
| Part II Developing Hospitality and Tourism Marketing Opportunities and Strategies | 105 | ||
| 4 The Marketing Environment | 107 | ||
| THE COMPANY’S MICROENVIRONMENT | 109 | ||
| The Company | 109 | ||
| Existing Competitors | 110 | ||
| Suppliers | 111 | ||
| Marketing Intermediaries | 112 | ||
| Customers | 114 | ||
| Publics | 114 | ||
| THE COMPANY’S MACROENVIRONMENT | 115 | ||
| Competitors | 115 | ||
| MARKETING HIGHLIGHT: Cape town tourism destination marketing—the use of social media | 116 | ||
| Demographic Environment | 117 | ||
| The Changing American Family | 121 | ||
| Economic Environment | 122 | ||
| Natural Environment | 123 | ||
| Technological Environment | 124 | ||
| Political Environment | 125 | ||
| Cultural Environment | 126 | ||
| LINKED ENVIRONMENTAL FACTORS | 128 | ||
| RESPONDING TO THE MARKETING ENVIRONMENT | 129 | ||
| Environmental Scanning | 129 | ||
| CHAPTER REVIEW | 130 | ||
| DISCUSSION QUESTIONS | 130 | ||
| EXPERIENTIAL EXERCISES | 131 | ||
| INTERNET EXERCISES | 131 | ||
| REFERENCES | 131 | ||
| 5 Managing Customer Information to Gain Customer Insights | 134 | ||
| MARKETING INFORMATION AND CUSTOMER INSIGHTS | 137 | ||
| Marketing Information and Today’s “Big Data” | 137 | ||
| Managing Marketing Information | 138 | ||
| THE MARKETING INFORMATION SYSTEM | 138 | ||
| Assessing Information Needs | 139 | ||
| Developing Marketing Information | 140 | ||
| MARKETING RESEARCH | 148 | ||
| Defining the Problem and Research Objectives | 149 | ||
| Developing the Research Plan | 150 | ||
| MARKETING HIGHLIGHT: ETHNOGRAPHIC RESEARCH: WATCHING WHAT CONSUMERS REALLY DO | 152 | ||
| MARKETING HIGHLIGHT: ZMET: GETTING INTO THE HEADS OF CONSUMERS | 157 | ||
| MARKETING HIGHLIGHT: PROS AND CONS OF ONLINE RESEARCH | 159 | ||
| MARKETING HIGHLIGHT: A “QUESTIONABLE” QUESTIONNAIRE | 162 | ||
| Implementing the Research Plan | 165 | ||
| Interpreting and Reporting the Findings | 165 | ||
| MARKETING HIGHLIGHT: RESEARCH PROBLEM AREAS | 167 | ||
| MARKETING HIGHLIGHT: HSMAI’S KNOWLEDGE CENTER: A GREAT SOURCE OF MARKETING INFORMATION | 168 | ||
| INTERNATIONAL MARKETING RESEARCH | 168 | ||
| MARKETING RESEARCH IN SMALLER ORGANIZATIONS | 169 | ||
| CHAPTER REVIEW | 170 | ||
| DISCUSSION QUESTIONS | 171 | ||
| EXPERIENTIAL EXERCISES | 172 | ||
| INTERNET EXERCISES | 172 | ||
| REFERENCES | 172 | ||
| 6 Consumer Markets and Consumer Buying Behavior | 175 | ||
| A MODEL OF CONSUMER BEHAVIOR | 177 | ||
| PERSONAL CHARACTERISTICS AFFECTING CONSUMER BEHAVIOR | 178 | ||
| Cultural Factors | 178 | ||
| Social Factors | 181 | ||
| Personal Factors | 184 | ||
| Psychological Factors | 187 | ||
| MARKETING HIGHLIGHT: SENSORY MARKETING—A POWERFUL TOOL FOR HOSPITALITY BUSINESSES | 189 | ||
| THE BUYER DECISION PROCESS | 191 | ||
| Need Recognition | 191 | ||
| Information Search | 192 | ||
| Evaluation of Alternatives | 193 | ||
| Purchase Decision | 194 | ||
| Postpurchase Behavior | 195 | ||
| MARKETING HIGHLIGHT: UNIQUE ASPECTS OF HOSPITALITY AND TRAVEL CONSUMERS | 195 | ||
| CHAPTER REVIEW | 196 | ||
| DISCUSSION QUESTIONS | 197 | ||
| EXPERIENTIAL EXERCISE | 198 | ||
| INTERNET EXERCISES | 198 | ||
| REFERENCES | 198 | ||
| 7 Organizational Buyer Behavior | 201 | ||
| THE ORGANIZATIONAL BUYING PROCESS | 203 | ||
| Market Structure and Demand | 203 | ||
| Types of Decisions and the Decision Process | 203 | ||
| PARTICIPANTS IN THE ORGANIZATIONAL BUYING PROCESS | 204 | ||
| Special Importance of International Companies | 205 | ||
| MAJOR INFLUENCES ON ORGANIZATIONAL BUYERS | 205 | ||
| Environmental Factors | 206 | ||
| Organizational Factors | 206 | ||
| Interpersonal Factors | 206 | ||
| Individual Factors | 206 | ||
| ORGANIZATIONAL BUYING DECISIONS | 206 | ||
| 1. Problem Recognition | 207 | ||
| 2. General Need Description | 207 | ||
| 3. Product Specification | 207 | ||
| 4. Supplier Search | 207 | ||
| 5. Proposal Solicitations | 208 | ||
| 6. Supplier Selection | 208 | ||
| 7. Order-Routine Specification | 208 | ||
| 8. Performance Review | 208 | ||
| GROUP MARKETS | 209 | ||
| Conventions | 209 | ||
| Convention Bureaus | 210 | ||
| ASSOCIATION MEETINGS | 210 | ||
| Corporate Meetings | 211 | ||
| Retreats | 212 | ||
| Small Groups | 212 | ||
| Incentive Travel | 213 | ||
| SMERFs | 214 | ||
| MARKETING HIGHLIGHT: GREEN MEETINGS—green meetings in asia’s greenest city | 214 | ||
| Segmentation of Group Markets by Purpose of the Meeting | 215 | ||
| Restaurants as a Meeting Venue | 215 | ||
| DEALING WITH MEETING PLANNERS | 216 | ||
| Career Opportunities | 217 | ||
| THE CORPORATE ACCOUNT AND CORPORATE TRAVEL MANAGER | 218 | ||
| Wedding Planners | 219 | ||
| Other Planners | 219 | ||
| CHAPTER REVIEW | 219 | ||
| DISCUSSION QUESTIONS | 220 | ||
| EXPERIENTIAL EXERCISE | 220 | ||
| INTERNET EXERCISE | 220 | ||
| REFERENCES | 221 | ||
| 8 Customer-Driven Marketing Strategy: Creating Value for Target Customers | 223 | ||
| MARKETS | 224 | ||
| MARKET SEGMENTATION | 225 | ||
| Geographic Segmentation | 226 | ||
| Demographic Segmentation | 227 | ||
| MARKETING HIGHLIGHT: TARGETING FAMILIES BY TARGETING KIDS | 228 | ||
| Income Segmentation | 228 | ||
| Psychographic Segmentation | 229 | ||
| MARKETING HIGHLIGHT: W HOTELS: A LIFESTYLE HOTEL | 230 | ||
| Behavioral Segmentation | 231 | ||
| MARKETING HIGHLIGHT: THE VFR TRAVELER SEGMENT | 231 | ||
| Using Multiple Segmentation Bases | 233 | ||
| Requirements for Effective Segmentation | 233 | ||
| MARKET TARGETING | 234 | ||
| Evaluating Market Segments | 234 | ||
| Selecting Market Segments | 235 | ||
| Choosing a Market-Coverage Strategy | 237 | ||
| MARKET POSITIONING | 238 | ||
| Positioning Strategies | 238 | ||
| Choosing and Implementing a Positioning Strategy | 239 | ||
| Differentiating Competitive Advantages | 239 | ||
| Choosing the Right Competitive Advantages | 242 | ||
| Selecting an Overall Positioning Strategy | 243 | ||
| Communicating and Delivering the Chosen Position | 244 | ||
| Positioning Measurement: Perceptual Mapping | 244 | ||
| CHAPTER REVIEW | 245 | ||
| DISCUSSION QUESTIONS | 246 | ||
| EXPERIENTIAL EXERCISE | 246 | ||
| INTERNET EXERCISE | 246 | ||
| REFERENCES | 247 | ||
| Part III Developing the Hospitality and Tourism Marketing Value-Driven Strategy and Mix | 249 | ||
| 9 Designing and Managing Products and Brands: Building Customer Value | 251 | ||
| WHAT IS A PRODUCT? | 254 | ||
| PRODUCT LEVELS | 255 | ||
| Core Products | 255 | ||
| Facilitating Products | 255 | ||
| Supporting Products | 256 | ||
| Augmented Product | 257 | ||
| BRANDING STRATEGY | 262 | ||
| Building Strong Brands | 262 | ||
| Brand Equity | 262 | ||
| Brand Positioning | 263 | ||
| Brand Name Selection | 264 | ||
| Leveraging Brands | 265 | ||
| Brand Portfolios | 266 | ||
| MARKETING HIGHLIGHT: tourism new zealand’s china toolkit: helping businesses to serve an emerging tourism market | 268 | ||
| Managing Brands | 268 | ||
| THE NEW-PRODUCT DEVELOPMENT | 269 | ||
| Idea Generation | 270 | ||
| Idea Screening | 272 | ||
| Concept Development and Testing | 272 | ||
| Marketing Strategy | 274 | ||
| Business Analysis | 274 | ||
| Product Development | 274 | ||
| Test Marketing | 275 | ||
| Commercialization | 275 | ||
| PRODUCT DEVELOPMENT THROUGH ACQUISITION | 276 | ||
| PRODUCT LIFE-CYCLE STRATEGIES | 276 | ||
| Introduction Stage | 277 | ||
| Growth Stage | 278 | ||
| Maturity Stage | 278 | ||
| Decline Stage | 280 | ||
| Product Deletion | 280 | ||
| INTERNATIONAL PRODUCT AND SERVICE MARKETING | 282 | ||
| CHAPTER REVIEW | 283 | ||
| DISCUSSION QUESTIONS | 284 | ||
| EXPERIENTIAL EXERCISES | 284 | ||
| INTERNET EXERCISE | 284 | ||
| REFERENCES | 285 | ||
| 10 Internal Marketing | 289 | ||
| INTERNAL MARKETING | 290 | ||
| Post Face-to-Face Guest Relations | 291 | ||
| MARKETING HIGHLIGHT: PINEHURST RESORT & COUNTRY CLUB “DO WHAT’S RIGHT” | 291 | ||
| THE INTERNAL MARKETING PROCESS | 292 | ||
| Establishment of a Service Culture | 293 | ||
| Weak Service Culture Compared to a Strong Service Culture | 294 | ||
| Development of a Marketing Approach to Human Resources Management | 297 | ||
| Dissemination of Marketing Information to Employees | 305 | ||
| MARKETING HIGHLIGHT: INTERNAL MARKETING IN ACTION: LEWIS HOTELS | 306 | ||
| Employee Involvement in Uniform Selection | 308 | ||
| CHAPTER REVIEW | 309 | ||
| DISCUSSION QUESTIONS | 310 | ||
| EXPERIENTIAL EXERCISES | 310 | ||
| INTERNET EXERCISE | 310 | ||
| REFERENCES | 310 | ||
| 11 Pricing: Understanding and Capturing Customer Value | 313 | ||
| PRICE | 315 | ||
| FACTORS TO CONSIDER WHEN SETTING PRICES | 315 | ||
| Internal Factors Affecting Pricing Decisions | 316 | ||
| External Factors Affecting Pricing Decisions | 319 | ||
| Competitors’ Prices and Offers | 325 | ||
| GENERAL PRICING APPROACHES | 326 | ||
| Cost-Based Pricing | 326 | ||
| Break-Even Analysis and Target Profit Pricing | 327 | ||
| Value-Based Pricing | 328 | ||
| Competition-Based Pricing | 329 | ||
| PRICING STRATEGIES | 329 | ||
| New-Product Pricing Strategies | 329 | ||
| Existing-Product Pricing Strategies | 330 | ||
| REVENUE MANAGEMENT | 333 | ||
| MARKETING HIGHLIGHT: SEGMENTED PRICING: THE RIGHT PRODUCT TO THE RIGHT CUSTOMER AT THE RIGHT TIME FOR THE RIGHT PRICE | 333 | ||
| Dynamic Pricing | 336 | ||
| BAR Pricing | 337 | ||
| Rate Parity | 337 | ||
| Nonuse of Revenue Management | 337 | ||
| Overbooking | 337 | ||
| PSYCHOLOGICAL PRICING | 338 | ||
| Price Endings | 338 | ||
| Promotional Pricing | 339 | ||
| Value Pricing—Low Price Approach | 339 | ||
| MARKETING HIGHLIGHT: RYANAIR USES VALUE PRICING TO ATTRACT CUSTOMERS AND GAINS REVENUE FROM EXTRA SALES | 340 | ||
| PRICE CHANGES | 340 | ||
| Initiating Price Changes | 340 | ||
| Responding to Price Changes | 342 | ||
| CHAPTER REVIEW | 342 | ||
| DISCUSSION QUESTIONS | 344 | ||
| EXPERIENTIAL EXERCISE | 344 | ||
| INTERNET EXERCISE | 345 | ||
| REFERENCES | 345 | ||
| 12 Distribution Channels Delivering Customer Value | 347 | ||
| SUPPLY CHAINS AND THE VALUE DELIVERY NETWORK | 348 | ||
| NATURE AND IMPORTANCE OF DISTRIBUTION SYSTEMS | 349 | ||
| NATURE OF DISTRIBUTION CHANNELS | 349 | ||
| Why Are Marketing Intermediaries Used? | 350 | ||
| Distribution Channel Functions | 350 | ||
| Number of Channel Levels | 351 | ||
| HOSPITALITY DISTRIBUTION CHANNELS | 352 | ||
| Major Hospitality Distribution Channels | 352 | ||
| Direct Booking | 352 | ||
| Online Travel Agency | 353 | ||
| Global Distribution Systems | 354 | ||
| Travel Agents | 354 | ||
| Travel Wholesalers and Tour Operators | 355 | ||
| Specialists: Tour Brokers, Motivational Houses, and Junket Reps | 356 | ||
| Hotel Representatives | 357 | ||
| National, State, and Local Tourist Agencies | 357 | ||
| Consortia and Reservation Systems | 357 | ||
| Distribution Systems in the Sharing Economy | 358 | ||
| Restaurant Distribution Channels | 359 | ||
| CHANNEL BEHAVIOR AND THE ORGANIZATION | 360 | ||
| Channel Behavior | 360 | ||
| SELECTING CHANNEL MEMBERS | 364 | ||
| Customer Needs | 364 | ||
| MARKETING HIGHLIGHT: RESTAURANT FRANCHISING | 365 | ||
| Attracting Channel Members | 366 | ||
| Evaluating Major Channel Alternatives | 366 | ||
| RESPONSIBILITIES OF CHANNEL MEMBERS AND SUPPLIERS | 367 | ||
| BUSINESS LOCATION | 367 | ||
| CHAPTER REVIEW | 369 | ||
| DISCUSSION QUESTIONS | 370 | ||
| EXPERIENTIAL EXERCISES | 371 | ||
| INTERNET EXERCISES | 371 | ||
| REFERENCES | 371 | ||
| 13 Engaging Customers and Communicating Customer Value and Advertising | 373 | ||
| THE PROMOTION MIX | 375 | ||
| INTEGRATED MARKETING COMMUNICATIONS | 375 | ||
| The New Marketing Communications Model | 376 | ||
| The Need for Integrated Marketing Communications | 376 | ||
| A View of the Communication Process | 378 | ||
| STEPS IN DEVELOPING EFFECTIVE COMMUNICATIONS | 380 | ||
| Identifying the Target Audience | 380 | ||
| Determining the Communication Objective | 380 | ||
| Designing the Message | 382 | ||
| Selecting Communication Channels | 383 | ||
| MARKETING HIGHLIGHT: THANK YOU—A GREAT PERSONAL COMMUNICATION | 384 | ||
| Selecting the Message Source | 385 | ||
| Collecting Feedback | 386 | ||
| SETTING THE TOTAL PROMOTION BUDGET AND MIX | 387 | ||
| Setting the Total Promotional Budget | 387 | ||
| SHAPING THE OVERALL PROMOTION MIX | 388 | ||
| The Nature of Each Promotion Tool | 388 | ||
| Promotion Mix Strategies | 390 | ||
| ADVERTISING | 391 | ||
| MAJOR DECISIONS IN ADVERTISING | 392 | ||
| Setting the Objectives | 392 | ||
| Setting the Advertising Budget | 393 | ||
| Developing Advertising Strategy | 395 | ||
| Creating the Advertising Message | 395 | ||
| Selecting Advertising Media | 399 | ||
| Evaluating Advertising Effectiveness and the Return on Advertising Investment | 402 | ||
| CHAPTER REVIEW | 403 | ||
| DISCUSSION QUESTIONS | 405 | ||
| EXPERIENTIAL EXERCISES | 405 | ||
| INTERNET EXERCISE | 405 | ||
| REFERENCES | 405 | ||
| 14 Promoting Products: Public Relations and Sales Promotions | 408 | ||
| PUBLIC RELATIONS | 410 | ||
| Social Media | 410 | ||
| MAJOR ACTIVITIES OF PR DEPARTMENTS | 411 | ||
| Press Relations | 411 | ||
| Product Publicity | 412 | ||
| New Products | 412 | ||
| Corporate Communication | 412 | ||
| Lobbying | 412 | ||
| Counseling | 412 | ||
| MARKETING HIGHLIGHT: EXTREME SPORTS BRING PUBLICITY AND TOURISTS | 413 | ||
| PUBLICITY | 413 | ||
| THE PUBLIC RELATIONS PROCESS | 414 | ||
| Research | 415 | ||
| Establishing Marketing Objectives | 415 | ||
| Specific Objectives Should Be Set for Every PR Campaign | 415 | ||
| Defining the Target Audience | 416 | ||
| Choosing the PR Message and Vehicles | 416 | ||
| Public Services Activities | 418 | ||
| Implementing the Marketing PR Plan | 419 | ||
| Evaluating PR Results | 419 | ||
| Overwhelming Negative Publicity | 420 | ||
| PR OPPORTUNITIES FOR THE HOSPITALITY INDUSTRY | 420 | ||
| Individual Properties | 420 | ||
| Build PR Around the Owner/Operator | 420 | ||
| Build PR Around a Product or Service | 421 | ||
| Crisis Management | 421 | ||
| MARKETING HIGHLIGHT: CHESHIRE’S BEST KEPT STATIONS, CHESHIRE, UNITED KINGDOM | 422 | ||
| SALES PROMOTION | 424 | ||
| Setting Sales Promotion Objectives | 424 | ||
| Consumer Promotion Tools | 425 | ||
| Finding Creative Ideas | 429 | ||
| Developing the Sales Promotion Program | 430 | ||
| Pretesting and Implementing the Plan | 430 | ||
| Evaluating the Results | 431 | ||
| LOCAL AREA MARKETING (NEIGHBORHOOD MARKETING) | 431 | ||
| CHAPTER REVIEW | 432 | ||
| DISCUSSION QUESTIONS | 433 | ||
| EXPERIENTIAL EXERCISE | 433 | ||
| INTERNET EXERCISE | 433 | ||
| REFERENCES | 434 | ||
| 15 Professional Sales | 436 | ||
| RESULTS | 437 | ||
| MANAGEMENT OF PROFESSIONAL SALES | 438 | ||
| NATURE OF HOSPITALITY SALES | 438 | ||
| Competitive Analysis and Competitive Sets | 440 | ||
| SALES FORCE OBJECTIVES | 441 | ||
| Sales Volume | 441 | ||
| Upselling and Second-Chance Selling | 442 | ||
| Market Share or Market Penetration | 442 | ||
| Product-Specific Objectives | 442 | ||
| SALES FORCE STRUCTURE AND SIZE | 443 | ||
| Territorial-Structured Sales Force | 443 | ||
| Market-Segment-Structured Sales Force | 444 | ||
| Market-Channel-Structured Sales Force | 444 | ||
| Customer-Structured Sales Force | 444 | ||
| Combination-Structured Sales Force | 445 | ||
| Sales Force Size | 446 | ||
| ORGANIZING THE SALES DEPARTMENT | 447 | ||
| Inside Sales Force | 448 | ||
| Field Sales Force | 449 | ||
| Team Sales | 450 | ||
| RELATIONSHIP MARKETING AND STRATEGIC ALLIANCES | 450 | ||
| RECRUITING AND TRAINING A PROFESSIONAL SALES FORCE | 452 | ||
| Importance of Careful Selection | 452 | ||
| Establishing a Profile of Desired Characteristics Matching the Corporate Culture | 452 | ||
| Matching Career Acquisitions with Corporate Objectives | 453 | ||
| Sales Force Training | 453 | ||
| MANAGING THE SALES FORCE | 455 | ||
| Selecting Sales Strategies | 456 | ||
| Sales Force Tactics: Principles of Personal Selling | 458 | ||
| Motivating a Professional Sales Force | 462 | ||
| Evaluation and Control of a Professional Sales Force | 463 | ||
| Peer-to-Peer Sales | 466 | ||
| Networking | 467 | ||
| SOCIAL SELLING: ONLINE, MOBILE, AND SOCIAL MEDIA TOOLS | 468 | ||
| CHAPTER REVIEW | 469 | ||
| DISCUSSION QUESTIONS | 470 | ||
| EXPERIENTIAL EXERCISES | 470 | ||
| INTERNET EXERCISE | 470 | ||
| REFERENCES | 470 | ||
| 16 Direct, Online, Social Media, and Mobile Marketing | 473 | ||
| DIRECT AND DIGITAL MARKETING | 475 | ||
| The New Direct-Marketing Model | 475 | ||
| Rapid Growth of Direct and Digital Marketing | 475 | ||
| Benefits of Direct and Digital Marketing to Buyers and Sellers | 476 | ||
| FORMS OF DIRECT AND DIGITAL MARKETING | 476 | ||
| DIGITAL AND SOCIAL MEDIA MARKETING | 477 | ||
| Marketing, the Internet, and the Digital Age | 477 | ||
| Online Marketing | 478 | ||
| Social Media Marketing | 482 | ||
| MARKETING HIGHLIGHT: HOW HOSPITALITY COMPANIES USE SOCIAL MEDIA | 486 | ||
| CUSTOMER DATABASES AND TRADITIONAL DIRECT MARKETING | 488 | ||
| Database Uses | 489 | ||
| RELATIONSHIP MARKETING AND LOYALTY PROGRAMS | 491 | ||
| Benefits of Customer Relationship Management | 492 | ||
| Loyalty Programs | 492 | ||
| TRADITIONAL FORMS OF DIRECT MARKETING | 495 | ||
| Direct-Mail Marketing | 495 | ||
| Telephone Marketing | 495 | ||
| Kiosk Marketing | 496 | ||
| Interactive TV | 496 | ||
| ONLINE PRIVACY AND SECURITY | 496 | ||
| CHAPTER REVIEW | 497 | ||
| DISCUSSION QUESTIONS | 499 | ||
| EXPERIENTIAL EXERCISE | 499 | ||
| INTERNET EXERCISE | 499 | ||
| REFERENCES | 500 | ||
| Part IV Managing Hospitality and Tourism Marketing | 505 | ||
| 17 Destination Marketing | 507 | ||
| THE GLOBALIZATION OF THE TOURIST INDUSTRY | 509 | ||
| MARKETING TOURISM DESTINATIONS | 510 | ||
| The Tourism Destination | 510 | ||
| Destination Marketing System | 511 | ||
| Destination Competitiveness | 513 | ||
| Sustainable Tourism | 515 | ||
| TOURISM DEVELOPMENT AND INVESTMENTS | 519 | ||
| MARKETING HIGHLIGHT: CUBA TOURISM DEVELOPMENT: A TIME TRAVEL | 520 | ||
| Tourism Events and Attractions | 521 | ||
| Attractions | 524 | ||
| SEGMENTING AND MONITORING THE TOURIST MARKET | 527 | ||
| Agritourism | 530 | ||
| Space Tourism | 531 | ||
| Multiday Hiking and Religious Pilgrimages | 531 | ||
| Medical Tourism | 532 | ||
| Genealogical Tourism | 532 | ||
| Identifying Target Markets | 533 | ||
| Classification of Visitor Segments | 534 | ||
| Monitoring the Tourist Markets | 535 | ||
| COMMUNICATING WITH THE TOURIST MARKET | 536 | ||
| Competition for Visitors Involves Image Making | 536 | ||
| Branding Destinations | 537 | ||
| Destination Tourism Slogans | 537 | ||
| Effectiveness of Advertising/Promotion | 537 | ||
| Developing Packages of Attractions and Amenities | 538 | ||
| Creating and Managing Visitor Experiences | 539 | ||
| ORGANIZING AND MANAGING TOURISM MARKETING | 541 | ||
| National Tourism Organizations | 541 | ||
| Regional Tourist Organizations: State Associations and Convention and Tourist Bureaus | 542 | ||
| CHAPTER REVIEW | 543 | ||
| DISCUSSION QUESTIONS | 544 | ||
| EXPERIENTIAL EXERCISE | 544 | ||
| INTERNET EXERCISE | 544 | ||
| REFERENCES | 544 | ||
| 18 Next Year’s Marketing Plan | 549 | ||
| PURPOSE OF A MARKETING PLAN | 551 | ||
| SECTION I: EXECUTIVE SUMMARY | 552 | ||
| SECTION II: CORPORATE CONNECTION | 553 | ||
| Relationship to Other Plans | 553 | ||
| Marketing-Related Plans | 553 | ||
| Corporate Direction | 554 | ||
| SECTION III: ENVIRONMENTAL ANALYSIS AND FORECASTING | 554 | ||
| Positioning Statement | 554 | ||
| Major Environmental Factors | 555 | ||
| Economic Drivers of Growth | 555 | ||
| Competitive Analysis | 556 | ||
| Market Trends | 556 | ||
| Market Potential | 557 | ||
| Marketing Research | 558 | ||
| MARKETING HIGHLIGHT: THE INDIGO PEARL RESORT: FACEBOOK STRATEGY AND PLANNING THE INDIGO PEARL | 559 | ||
| SECTION IV: SEGMENTATION AND TARGETING | 561 | ||
| Segmentation Analysis | 561 | ||
| Market-Segment-Profitability Analysis (MSPA) | 561 | ||
| Targeting | 561 | ||
| Global Market Strategy—Australia | 562 | ||
| SECTION V: NEXT YEAR’S OBJECTIVES AND QUOTAS | 563 | ||
| Objectives | 563 | ||
| Rating System Objectives | 564 | ||
| Quotas | 566 | ||
| Communicating the Plan | 566 | ||
| Top Management | 566 | ||
| Board of Directors or Group of Investors | 566 | ||
| Subordinates | 566 | ||
| Vendors | 567 | ||
| Other Departments | 567 | ||
| SECTION VI: ACTION PLANS: STRATEGIES AND TACTICS | 567 | ||
| Nonqualified Audience: Cluster Marketing | 568 | ||
| Sales Strategies | 568 | ||
| Distribution Strategies | 569 | ||
| Advertising and Promotion Strategies | 569 | ||
| Pricing Strategies | 571 | ||
| Product Strategies | 571 | ||
| Lost or Decline of Iconic Restaurant Brands | 572 | ||
| SECTION VII: RESOURCES NEEDED TO SUPPORT STRATEGIES AND MEET OBJECTIVES | 572 | ||
| Personnel | 572 | ||
| Other Monetary Support | 573 | ||
| Research, Consulting, and Training | 573 | ||
| Miscellaneous Costs | 573 | ||
| Budgets | 573 | ||
| SECTION VIII: MARKETING CONTROL | 573 | ||
| Sales Objectives | 574 | ||
| Sales Forecast and Quotas | 574 | ||
| Expenditures Against Budget | 574 | ||
| Periodic Evaluation of All Marketing Objectives | 574 | ||
| Marketing Activity Timetable | 576 | ||
| Readjustments to Marketing Plan | 576 | ||
| SECTION IX: PRESENTING AND SELLING THE PLAN | 576 | ||
| SECTION X: PREPARING FOR THE FUTURE | 577 | ||
| Data Collection and Analysis | 577 | ||
| Marketing Planning as a Tool for Growth | 577 | ||
| CHAPTER REVIEW | 578 | ||
| DISCUSSION QUESTIONS | 579 | ||
| EXPERIENTIAL EXERCISE | 580 | ||
| INTERNET EXERCISES | 580 | ||
| REFERENCES | 580 | ||
| Appendix A: The Five-Gap Model of Service Quality | 582 | ||
| Appendix B: Forecasting Market Demand | 586 | ||
| Case Studies | 593 | ||
| Glossary | 656 | ||
| Index | 664 |