Marketing hospitality / Cathy H.C. Hsu, Tom Powers.

ISBN:

9780471348856

Title:

Author:

Hsu, Cathy H. C.

Personal Author:

Hsu, Cathy H. C.

Edition:

3rd ed.

Publication Information:

New York : John Wiley, c2002.

Physical Description:

xxii, 360 p. : ill., forms, maps, ; 25 cm.

Subject Term:

Hospitality industry -- Marketing.

Added Author:

Powers, Thomas F.

Format:

Books

Publication Date:

2002

Publication Information:

New York : John Wiley, c2002.

Available:*

Shelf Number	Material Type	Copy	Shelf Location	Status
647.940688 HSU	Book	1	Standard shelving location	Searching... Unknown
647.940688 HSU	Book	2	Standard shelving location	Searching... Unknown

The main objective when marketing any product is to make your product attractive to potential customers and/or a particular market. In hospitality specifically, marketing refers to the process of how a restaurant, hotel, travel business, or resort can sell itself in a competitive marketplace. As marketing becomes increasingly important to the success of today's businesses, this book provides future hospitality professionals with an important career-building resource for virtually every area of the field. Marketing Hospitality is appropriate for Introductory Hospitality Marketing courses that provide the basic foundations of marketing theory and applications.

Author Notes

Cathy H. C. Hsu is Associate Professor in the Department of Hotel, Restaurant, and Institution Management and Dietetics at Kansas State University in Manhattan, Kansas
Tom Powers is Professor Emeritus at the School of Hotel and Food Administration at the University of Guelph in Ontario, Canada

Preface	p. xix
1 Marketing--Everybody's Job	p. 1
Three Approaches to the Market	p. 2
A Product Orientation	p. 2
A Sales Orientation	p. 3
A Marketing Orientation	p. 3
Marketing	p. 4
The Marketing Mix	p. 5
Marketing as a Social Force	p. 6
Marketing and Society	p. 8
Case Study 1.1 McDonald's and the Environment	p. 8
Organizing and Managing the Marketing Function	p. 9
The Marketing Department in Multiunit Companies	p. 10
Conflicts Between Marketing and Operations Departments	p. 11
Resolving Conflicts	p. 12
Internal Marketing	p. 13
Organizing the Marketing Unit	p. 13
Summary	p. 15
Key Words and Concepts
Resources on the Internet
Discussion Questions
References
2 Hospitality Services	p. 17
Hospitality Service Characteristics	p. 18
Intangibility	p. 19
People as Part of the Product	p. 19
Demand Patterns	p. 21
Perishability	p. 21
Channels of Distribution	p. 21
Hospitality Service Marketing System	p. 22
Three Overlapping Service Systems	p. 22
Service Quality	p. 25
Quality Dimensions: Technical and Interpersonal	p. 25
Measuring Service Quality	p. 25
Service Quality Gaps	p. 26
Service Quality Control and the Zero-Defect Goal	p. 26
Case Study 2.1 Quality at the Ritz	p. 27
The Cost of Quality	p. 29
Enlisting the Customer in Quality Control	p. 30
Managing Demand Through Queuing	p. 33
Internal Marketing	p. 34
Employee Recruitment and Retention	p. 36
A Service Culture	p. 37
Summary	p. 38
Key Words and Concepts
Resources on the Internet
Discussion Questions
References
3 The Macro and Micro Environments of Hospitality Marketing	p. 41
The Macro Environment	p. 42
Economy	p. 42
Society and Culture	p. 43
Case Study 3.1 "Cuisine Naturelle" for the Health Conscious	p. 44
Case Study 3.2 Women on Their Way by Wyndham	p. 47
Politics	p. 48
Technology	p. 48
Ecology	p. 50
The Micro Environment	p. 50
Competitors	p. 50
Customers	p. 51
Summary	p. 62
Key Words and Concepts
Resources on the Internet
Discussion Questions
References
4 Market Segmentation and Target Marketing	p. 65
Segmenting and Targeting Markets	p. 66
Target Marketing	p. 66
Why Segment?	p. 67
Types of Segments	p. 67
Geographic Segmentation	p. 68
Demographic Segmentation	p. 69
Case Study 4.1 Targeting Specific Markets Based on Demographic Characteristics	p. 72
Psychographic Segmentation	p. 74
Benefit Segmentation	p. 75
Behavior Segmentation	p. 75
Combining Segmentation Approaches	p. 76
Segmenting Organizational Markets	p. 81
Organizational Buying Behavior	p. 81
Lodging's Organizational Customer Segments	p. 82
Case Study 4.2 The Club Hotel by Double Tree	p. 83
Contract Foodservice's Organizational Customer Segments	p. 87
Summary	p. 90
Key Words and Concepts
Resources on the Internet
Discussion Questions
References
5 Marketing Information and Research	p. 93
Marketing Intelligence	p. 94
Internal Company Sources	p. 94
Competitor Information	p. 96
Marketing Information Systems (MIS)	p. 96
Marketing Research	p. 96
Secondary Research	p. 97
Syndicated Studies	p. 98
Primary Research	p. 99
Common Concerns in Hospitality Marketing Research	p. 99
Who Are Our Customers?	p. 99
Product Research: What Do Our Customers Want?	p. 100
Case Study 5.1 "The Room That Works": Market Research in Hotel Room Design	p. 100
Copy Testing	p. 102
Tracking Studies	p. 104
The Research Process	p. 106
Problem Definition	p. 106
Research Design and Implementation	p. 108
Data Analysis and Interpretation	p. 112
Preparation of the Research Report	p. 113
Case Study 5.2 Marketing Research Lays Ground for Turnaround at Round Table Pizza	p. 113
Consumer Information: Mining the Guest Database	p. 115
Tracking Guest Transactions	p. 115
Frequency Marketing	p. 116
Using the DBM Program	p. 117
Summary	p. 120
Key Words and Concepts
Resources on the Internet
Discussion Questions
References
6 Marketing Strategy	p. 123
Strategic Marketing	p. 124
Strategic Versus Functional Marketing	p. 125
Corporate Hierarchy	p. 126
Corporation Strategic Planning	p. 127
Company Mission	p. 128
Portfolio Analysis and Identification of SBUs	p. 129
SWOT Analysis	p. 132
SBU Mission and Strategies	p. 133
Case Study 6.1 Low-Cost Focus Strategy: Southwest Airlines	p. 136
Case Study 6.2 International Expansion in Foodservice	p. 139
Positioning	p. 142
Functional Strategies and Plans	p. 143
Strategy in Small Firms	p. 144
Summary	p. 145
Key Words and Concepts
Resources on the Internet
Discussion Questions
References
7 The Marketing Plan	p. 149
Why Plan?	p. 150
Content and Development of a Marketing Plan	p. 152
Executive Summary	p. 152
Mission Statement	p. 153
External Analysis	p. 154
Internal Analysis	p. 156
Market Segmentation and Positioning	p. 163
Goals and Objectives	p. 164
Action Plan	p. 165
Summary	p. 167
Key Words and Concepts
Resources on the Internet
Discussion Questions
References
8 The Hospitality Product	p. 169
The Hospitality Marketing Mix	p. 170
The Service Offering	p. 170
The Core Benefit	p. 170
Facilitating Services	p. 170
Supporting Services	p. 172
Physical Environment: Managing the Evidence	p. 173
First Impression: The Exterior	p. 173
Lasting Impression: The Interior	p. 174
Manipulating the Environment	p. 174
The Concept as Product	p. 176
Restaurant Concepts	p. 177
Hotel Concepts	p. 178
Branding	p. 179
Case Study 8.1 What's in a Name? Brand Equity	p. 181
Types of Branding	p. 182
Case Study 8.2 Cobranding Prototype: Lodging and Foodservice	p. 184
Case Study 8.3 Birth of a New Brand	p. 186
Brands in Institutional Foodservice	p. 189
The Power of Branding	p. 190
Product Life Cycle	p. 191
Responses to Maturity	p. 193
New Products	p. 194
New Product Functions	p. 194
Defining New Products	p. 195
New Product Development	p. 196
New Product Hazard: Cannibalization	p. 197
Independent Operations	p. 198
Summary	p. 198
Key Words and Concepts
Resources on the Internet
Discussion Questions
References
9 Place in Hospitality Marketing: Distribution	p. 201
Place and Places	p. 202
The Concept of Distribution	p. 202
Channels of Distribution	p. 203
Lodging Distribution Systems	p. 205
The Future of Reservations	p. 205
Reservation Systems in Lodging	p. 206
The Future of Reservations	p. 207
Lodging Channels of Distribution	p. 208
Case Study 9.1 Selling Through Channels	p. 213
Distribution in Foodservice	p. 215
Franchising in Foodservice	p. 215
Intensive Distribution: Intercept Marketing	p. 217
Intermediaries	p. 218
Other Intercompany Marketing Agreements: Alliances	p. 219
Case Study 9.2 Corporate Alliances	p. 219
Summary	p. 221
Key Words and Concepts
Resources on the Internet
Discussion Questions
References
10 Place in Hospitality Marketing: Location	p. 225
Location Strategies	p. 226
Clustering	p. 226
Location Type: Freestanding or Part of a Larger Unit	p. 227
Colocation	p. 228
Funnel or Magnet?	p. 229
Tactical Issues	p. 231
Restaurant Location Evaluation	p. 231
Case Study 10.1 Location and Site Analysis with GIS	p. 234
Restaurant Site Evaluation	p. 236
Hotel Location: The Feasibility Study	p. 239
Site Evaluation	p. 239
Market Area Analysis	p. 240
Demand Analysis	p. 240
Competitive (Supply) Analysis	p. 240
Case Study 10.2 Lodging Supply and Demand by Location	p. 241
Other Study Contents	p. 242
Informed Judgment	p. 242
Summary	p. 243
Key Words and Concepts
Resources on the Internet
Discussion Questions
References
11 The Price of Hospitality	p. 245
Pricing Objectives	p. 246
Sales-Oriented Pricing Objectives	p. 247
Profit-Oriented Pricing Objective	p. 247
Pricing in Nonprofit Operations	p. 249
The Determinants of Price	p. 250
Demand	p. 250
Supply	p. 250
Competition	p. 251
Pricing Methods in Foodservice	p. 252
Cost-Based Pricing	p. 252
Contribution Margin Pricing	p. 252
Demand-Based Pricing	p. 253
Break-Even Analysis and Sales Mix	p. 254
Selecting the Final Price	p. 254
Hotel Pricing	p. 256
Cost-Based Pricing	p. 256
Room Rate Range	p. 258
Yield Management	p. 260
Critical Areas of Yield Management	p. 261
Case Study 11.1 Marriott International's Revenue Management System	p. 262
Package Prices	p. 263
Summary	p. 264
Key Words and Concepts
Resources on the Internet
Discussion Questions
References
12 Marketing Communication: Advertising	p. 267
Communication Mix	p. 268
Objectives of Marketing Communication	p. 269
Product Life Cycle	p. 269
Decision-Making Process	p. 270
Stimulating Demand	p. 271
Hierarchy of Objectives	p. 272
Advertising Goals and Objectives	p. 274
Image Versus Promotional Advertising	p. 274
Measurable Objectives	p. 275
Advertising Planning	p. 276
Target	p. 276
Message: Unique Selling Proposition	p. 278
Advertising Media Characteristics and Alternatives	p. 281
Case Study 12.1 City Buses as Moving Billboards	p. 287
Case Study 12.2 Using Direct Mailings and Due Bills to Generate Business	p. 290
Timing	p. 290
Budget	p. 291
Advertising Agencies	p. 291
Summary	p. 292
Key Words and Concepts
Resources on the Internet
Discussion Questions
References
13 Marketing Communication: Sales Promotion, Public Relations/Publicity, and Personal Selling	p. 295
Sales Promotion	p. 296
Types of Sales Promotion	p. 297
Public Relations and Publicity	p. 302
Public Relations	p. 302
Publicity	p. 302
Tools of Public Relations and Publicity	p. 304
Case Study 13.1 Corporations Care!	p. 304
Crisis Management	p. 306
The Cost-Effectiveness of PR and Publicity	p. 306
Personal Selling and the Sales Process	p. 307
Prospecting	p. 308
Planning the Sales Call	p. 309
The Presentation	p. 311
Closing the Sale	p. 312
Follow-up	p. 314
Summary	p. 315
Key Words and Concepts
Resources on the Internet
Discussion Questions
Reference
14 Marketing at the Unit Level	p. 317
Basis for Local Marketing	p. 319
Customers	p. 319
Competition	p. 320
Operations	p. 323
Database Marketing	p. 323
Local Marketing in Foodservice	p. 325
Why Is Local Marketing in Foodservice Growing?	p. 326
Local Marketing Issues for Chain Restaurants	p. 327
Establishing a Local Marketing Program	p. 328
Local Marketing Communication Methods	p. 331
Case Study 14.1 Menu Merchandising	p. 333
Property-Level Marketing in Lodging	p. 339
Product	p. 340
Price	p. 340
Promotion: Marketing Communication	p. 340
Case Study 14.2 Marketing via Books of Historical Fiction	p. 342
Summary	p. 343
Key Words and Concepts
Resources on the Internet
Discussion Questions
References
Index	p. 345

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