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 |
Bound With These Titles
On Order
Summary
Summary
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
Table of Contents
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 |