Marketing leadership in hospitality and tourism : strategies and tactics for competitive advantage / Stowe Shoemaker, Robert C. Lewis, Peter C. Yesawich.

Cover image for Marketing leadership in hospitality and tourism : strategies and tactics for competitive advantage / Stowe Shoemaker, Robert C. Lewis, Peter C. Yesawich.

ISBN:

9780131182400

Title:

Marketing leadership in hospitality and tourism : strategies and tactics for competitive advantage / Stowe Shoemaker, Robert C. Lewis, Peter C. Yesawich.

Author:

Shoemaker, Stowe.

Personal Author:

Shoemaker, Stowe.

Edition:

4th ed.

Publication Information:

Upper Saddle River, N.J. : Pearson, 2007.

Physical Description:

662 p. : col ill., maps ; 28 cm + 1 CD-ROM (pdf file ; 4 3/4 in.)

General Note:

Rev. ed. of: Marketing leadership in hospitality / Robert C. Lewis, Richard E. Chambers. New York : John Wiley, c2000.

Title on CD-ROM: Cases to accompany Marketing leadership in hospitality and tourism.

Contents:

Ch. 1. The concept of marketing -- Ch. 2. Marketing services and the hospitality experience -- Ch. 3. The marketing mix and the product/service mix -- Ch. 4. Relationship/loyalty marketing -- Ch. 5. Strategic marketing -- Ch. 6. The strategic marketing system and marketing objectives -- Ch. 7. Understanding individual customers -- Ch. 8. Understanding organizational customers -- Ch. 9. The tourist customer and the tourism destination -- Ch. 10. Understanding competition -- Ch. 11. Marketing intelligence and research -- Ch. 12. Differentiation, segmentation, and target marketing -- Ch. 13. Branding and market positioning -- Ch. 14. The hospitality pricing mix -- Ch. 15. The communications mix : advertising -- Ch. 16. The communications mix : sales promotions, merchandising, public relations and publicity -- Ch. 17. The communications mix : personal selling -- Ch. 18. Hospitality distribution systems : bringing the product to the customer.

Ch. 19. Channels of distribution : bringing the customer to the product -- Ch. 20. Interactive marketing : Internet and database marketing -- Ch. 21. The marketing plan.

Subject Term:

Hospitality industry -- Marketing.

Added Author:

Lewis, Robert C., 1930-

Yesawich, Peter C.

Format:

Books

Publication Date:

2007

Publication Information:

Upper Saddle River, N.J. : Pearson, 2007.

Available:*

Shelf Number	Material Type	Copy	Shelf Location	Status
647.940688 SHO	Week loan	1	Standard shelving location	Searching... Unknown
647.940688 SHO	Book	2	Standard shelving location	Searching... Unknown
CD 647.940688 SHO	CD-ROM	1	Standard shelving location	Searching... Unknown

Bound With These Titles

On Order

Summary

How do you gain a sustainable competitive advantage in today's global hospitality industry? Are there ways to attract and keep a customer over the course of a lifetime? Marketing Leadership in Hospitality and Tourism, Fourth Edition addresses the marketing strategies and tactics known to be effective in the industry such as strategic pricing and revenue management, customer loyalty programs, proven communication mixes, and more! Each chapter explores how to market services and the hospitality experience from both an academic and industry point of view. Case studies, international examples, web exercises and intriguing interviews help readers learn about marketing and also about the industry itself.

Author Notes

Stowe Shoemaker is the Donald Hubbs Distinguished Professor and the Associate Dean of Research at the University of Houston's Conrad Hilton College of Hotel and Restaurant Management. Prior to moving to the University of Houston, Dr. Shoemaker taught at the University of Nevada, Las Vegas and has 15 years of experience working in the hotel industry and in consulting.

Robert C. Lewis was a professor of marketing and strategy in hospitality, and graduate coordinator at the University Of Guelph, Ontario, Canada, from which he is now retired. He previously served ten years in the same position at the University of Massachusetts/Amherst, where he is Professor Emeritus.

Peter C. Yesawich is Chairman and Chief Executive Officer of Yesawich, Pepperdine, Brown & Russell (YPB&R), America's leading marketing, advertising, and public relations agency serving travel, leisure, ad lifestyle clients. The agency represents clients in every category of the travel industry through seven offices across the US and Europe.

Preface	p. xvii
Acknowledgments	p. xxiii
About the Authors	p. xxv
Introduction	p. 2
Marketing Executive Profile: Max and Greti Mennig	p. 3
Marketing in Action	p. 3
Quality	p. 6
Efficiency	p. 7
Customer Responsiveness	p. 7
Innovation	p. 8
Size	p. 8
References	p. 10
Part 1 Introduction to Hospitality Marketing	p. 13
Chapter 1 The Concept of Marketing	p. 14
Marketing Executive Profile: Michael A. Leven	p. 15
Marketing in Action	p. 15
Foundations and Practices	p. 18
The Concept of Marketing	p. 19
The Purpose of a Business	p. 19
The Twofold Purpose of Marketing	p. 20
Solving Customers' Problems	p. 21
Management Orientations	p. 26
Operations Orientation	p. 26
Product/Service Orientation	p. 28
Selling Orientation	p. 28
Bottom-Line Orientation	p. 29
Marketing Orientation	p. 29
Marketing Leadership	p. 32
Opportunity	p. 33
Planning	p. 33
Control	p. 33
Marketing Is Everything	p. 33
Summary	p. 34
Key Terms	p. 34
Discussion Questions	p. 34
Group Projects	p. 35
References	p. 35
Chapter 2 Marketing Services and the Hospitality Experience	p. 36
Marketing Executive Profile: Gary Leopold	p. 37
Marketing in Action	p. 37
Services versus Goods	p. 40
What Distinguishes the Marketing of Services?	p. 40
Intangibility	p. 40
Perishability	p. 43
Heterogeneity	p. 44
Simultaneity of Production and Consumption	p. 47
The Hospitality Product	p. 48
Other Aspects of the Service Component	p. 48
Components of the Hospitality Product	p. 49
Physical Product	p. 49
Service Environment	p. 50
The Service Product	p. 50
Service Delivery	p. 51
The Interrelationships of the Different Components	p. 51
Experience: The Result of Purchasing a Service	p. 52
Service Quality and Service Gaps	p. 52
Potential Gaps in Hospitality Service	p. 53
The Dimensions of Service Quality	p. 55
Zone of Tolerance	p. 55
International Gaps	p. 56
Summary	p. 56
Key Terms	p. 57
Discussion Questions	p. 57
Group Projects	p. 57
References	p. 57
Chapter 3 The Marketing Mix and the Product/Service Mix	p. 58
Marketing Executive Profile: Peter Warren	p. 59
Marketing in Action	p. 59
The Four Ps	p. 62
The Seven Ps	p. 62
The 13 Cs	p. 63
The Hospitality Marketing Mix	p. 63
The Product/Service Mix	p. 63
The Presentation Mix	p. 64
The Pricing Mix	p. 64
The Communications Mix	p. 64
The Distribution Mix	p. 64
The Hospitality Product/Service Mix	p. 64
Designing the Hospitality Product	p. 65
The Formal Product	p. 65
The Core Product	p. 65
The Augmented Product	p. 66
The Complexity of the Product/Service Mix	p. 66
Standard Products	p. 67
Standard Products with Modifications	p. 68
Customized Products	p. 68
The International Product/Service	p. 69
Making the Product Decision	p. 71
The Product Life Cycle	p. 71
The Nature of Product Life Cycles	p. 72
Stages of the Product Life Cycle	p. 73
Locating Products in their Life Cycles	p. 79
Developing New Products and Services	p. 79
What Succeeds?	p. 80
Summary	p. 81
Key Terms	p. 82
Discussion Questions	p. 82
Group Projects	p. 82
References	p. 82
Chapter 4 Relationship/Loyalty Marketing	p. 84
Marketing Executive Profile: Adam Burke	p. 85
Marketing in Action	p. 85
What Relationship/Loyalty Marketing Is and What It Is Not	p. 90
The Need for Relationship/Loyalty Marketing	p. 92
The Lifetime Value of a Customer	p. 93
Examining Customers Through the Stages of Their Life Cycles with the Firm	p. 97
Building Loyalty	p. 98
The Evolution of Customer Loyalty	p. 98
The Loyalty Circle	p. 101
Frequent Guest Programs and Loyalty Programs	p. 103
What Frequency Programs Don't Do	p. 104
What Makes Frequency Programs Work?	p. 104
Customer Complaints and Service Recovery	p. 104
Employee Relationship Marketing or Internal Marketing	p. 108
Management Practices	p. 111
Noncontact Employees	p. 112
The Internal Marketing Concept	p. 113
The Past and Future of Relationship/Customer Loyalty Marketing	p. 114
Summary	p. 114
Key Terms	p. 115
Discussion Questions	p. 115
Group Projects	p. 115
References	p. 115
Part II Marketing to Build a Competitive Advantage	p. 117
Chapter 5 Strategic Marketing	p. 118
Marketing Executive Profile: Christian Hempell	p. 119
Marketing in Action	p. 119
Strategic Marketing versus Marketing Management	p. 121
Strategy	p. 122
Strategic Leadership	p. 123
Strategic Marketing	p. 124
The Concept of Strategy	p. 124
Strategic Planning	p. 127
The Role of Strategic Planning	p. 128
The Levels of Strategic Planning	p. 129
Emergent Strategies	p. 134
Understanding the Environment	p. 136
Types of Environments	p. 137
Technological Environment	p. 137
Political Environment	p. 139
Economic Environment	p. 142
Sociocultural Environment	p. 142
Natural Environment	p. 143
Summary	p. 146
Key Terms	p. 146
Discussion Questions	p. 146
Group Projects	p. 146
References	p. 147
Chapter 6 The Strategic Marketing System and Marketing Objectives	p. 148
Marketing Executive Profile: Bruce Himelstein	p. 149
Marketing in Action	p. 149
The Mission Statement	p. 151
Master Marketing Strategy	p. 153
Situational Analysis	p. 154
Using the Strategic Marketing Systems Model	p. 156
Objectives and Master Strategies	p. 156
Business Strategies	p. 157
Target Market Strategy	p. 157
Product Strategy	p. 158
Competitive Strategy	p. 158
Market Strategy	p. 159
Positioning Strategy	p. 160
Functional Strategies	p. 160
Product/Service Strategy	p. 160
Presentation Strategy	p. 161
Pricing Strategy	p. 162
Communication Strategy	p. 162
Distribution Strategy	p. 162
Feedback Loops	p. 163
Strategy Selection	p. 164
Why Strategic Plans Fail	p. 164
Summary	p. 165
Key Terms	p. 165
Discussion Questions	p. 165
Group Projects	p. 165
References	p. 166
Part III The Marketplace	p. 167
Chapter 7 Understanding Individual Customers	p. 168
Marketing Executive Profile: Tom Storey	p. 169
Marketing in Action	p. 169
Characteristics of Customers	p. 172
Needs and Wants	p. 172
Application of the Theories	p. 173
The Buying Decision Process	p. 174
Needs, Wants, and Problems	p. 174
Search Process	p. 174
Stimuli Selection	p. 175
Perceptions	p. 175
Reality Is Perception	p. 176
Beliefs	p. 177
Alternative Evaluation	p. 177
Attitudes	p. 178
Alternative Comparison	p. 178
Expectations	p. 178
Choice Intentions	p. 178
Behavior	p. 178
Perception versus Reality	p. 178
Outcomes-Satisfaction or Dissatisfaction	p. 179
Types of Hospitality Customers	p. 180
Business Travelers	p. 180
Pleasure Travelers	p. 184
Resort Market	p. 188
The Package Market	p. 188
Mature Travelers	p. 191
International Travelers	p. 192
Free Independent Travelers (FITs)	p. 193
Summary	p. 193
Key Terms	p. 194
Discussion Questions	p. 194
Group Projects	p. 194
References	p. 195
Chapter 8 Understanding Organizational Customer	p. 196
Marketing Executive Profile: Charlotte St. Martin	p. 197
Marketing in Action	p. 197
The Generic Organizational Market	p. 200
Meeting Planners	p. 201
Planning the Event	p. 201
Buy Time	p. 201
Assess the Needs	p. 203
Setting Measurable Goals	p. 204
Developing a Plan	p. 204
Resolving Conflicts	p. 204
Executing the Meeting	p. 205
Evaluating the Results	p. 205
The Corporate Travel Market	p. 205
Knowing the Volume	p. 207
Understanding Travel Patterns	p. 207
Controlling Costs	p. 208
The Corporate Meetings Market	p. 208
Conference Centers	p. 210
The Incentive Market	p. 211
Association, Convention, and Trade Show Markets	p. 213
Convention Centers and Convention and Visitors Bureaus	p. 215
The Airline Crew Market	p. 216
The SMERF and Government Markets	p. 218
The Group Tour and Travel Market	p. 218
Motorcoach Tour Travelers	p. 219
Summary	p. 221
Key Terms	p. 221
Discussion Questions	p. 221
Group Projects	p. 222
References	p. 222
Chapter 9 The Tourist Customer and the Tourism Destination	p. 224
Marketing Executive Profile: Vincent Vanderpool-Wallace	p. 225
Marketing in Action	p. 225
Importance of Travel and Tourism	p. 227
Local Residents' Attitudes toward Tourism	p. 228
The Role of NTOs	p. 229
How Hotels and Tourist Destinations Work Together	p. 232
Destination Marketing Strategy	p. 232
Macro Environment	p. 234
Economic Environment	p. 234
Technological Environment	p. 235
Political/Legal Environment	p. 235
Sociocultural Environment	p. 239
Ecological Environment	p. 239
Demographic Environment	p. 239
Competitors: Rivalry among Destinations	p. 242
Segmenting the Tourist Market	p. 242
Communicating with the Tourist Market	p. 244
Importance of Image Promotion	p. 244
Travelers' Information Search Behavior	p. 246
Familiarity	p. 246
Expertise	p. 246
Summary	p. 249
Key Terms	p. 249
Discussion Questions	p. 250
Group Projects	p. 250
References	p. 250
Part IV Situational Analysis	p. 251
Chapter 10 Understanding Competition	p. 252
Marketing Executive Profile: Hirohide Abe	p. 253
Marketing in Action	p. 253
Macrocompetition	p. 256
Marketing Threats	p. 257
Microcompetition	p. 257
Choosing the Right Competition	p. 259
Competitive Intensity	p. 260
Competitive Intelligence	p. 263
Market Share	p. 264
REVPAR	p. 265
Yield Index	p. 265
REVPOR	p. 266
REVPAC	p. 266
Internet REVPAR	p. 266
Purchased Data	p. 267
Restaurant Comparisons	p. 267
Customer Satisfaction Index	p. 267
Perceptual Mapping	p. 268
Types and Objectives of Competitive Intelligence	p. 271
Competitive Analysis	p. 275
Competitive Marketing	p. 276
Finding Marketing Opportunities	p. 277
Feasibility Studies	p. 278
Summary	p. 278
Key Terms	p. 279
Discussion Questions	p. 279
Group Projects	p. 279
References	p. 279
Chapter 11 Marketing Intelligence and Research	p. 280
Marketing Executive Profile: Dennis A. Marzella	p. 281
Marketing in Action	p. 281
Designing the Marketing Information System	p. 286
Collecting External Information and Public Domain Research	p. 286
Gathering Internal Information	p. 290
How Marketing Intelligence Can Be Used	p. 293
Assessment of Area-Wide Demand	p. 293
Product (Property) Research	p. 294
Environmental Scanning	p. 296
Customer Research	p. 296
Formal Marketing Research	p. 296
Proprietary Research	p. 296
Qualitative Research	p. 297
Quantitative Research	p. 298
Research Design	p. 300
Research Purpose	p. 300
Research Problem	p. 300
Research Objectives	p. 300
What We Expect to Know	p. 301
Research Method	p. 301
Reliability and Validity	p. 304
Reliability	p. 304
Validity	p. 305
Customer Satisfaction Research	p. 306
Program Measurement	p. 306
Summary	p. 306
Key Terms	p. 307
Discussion Questions	p. 307
Group Projects	p. 308
References	p. 308
Part V Functional Strategies	p. 309
Chapter 12 Differentiation, Segmentation, and Target Marketing	p. 310
Marketing Executive Profile: David W. Norton	p. 311
Marketing in Action	p. 311
Differentiation	p. 314
Basis of Differentiation	p. 314
Differentiation of Intangibles	p. 315
Differentiation as a Marketing Tool	p. 316
Differentiation-of Anything	p. 318
Market Segmentation	p. 318
Which Comes First-Differentiation or Segmentation?	p. 319
The Process of Market Segmentation	p. 320
Tailoring the Product to the Wants and Needs of the Target Market	p. 321
Segmentation Variables	p. 322
Geographic Segmentation	p. 322
Demographic Segmentation	p. 323
Psychographic Segmentation	p. 324
Usage Segmentation	p. 333
Benefit Segmentation	p. 335
Price Segmentation	p. 337
International Segmentation	p. 338
Tine-Tuning Segments	p. 340
Globalization of Markets	p. 341
Segmentation Strategies	p. 341
Target Marketing	p. 342
Mass Customization	p. 344
Summary	p. 344
Key Terms	p. 345
Discussion Questions	p. 345
Group Projects	p. 345
References	p. 345
Chapter 13 Branding and Market Positioning	p. 346
Marketing Executive Profile: John Griffin	p. 347
Marketing in Action	p. 347
Salience, Determinance, and Importance	p. 350
Salience	p. 350
Determinance	p. 350
Importance	p. 351
Objective Positioning	p. 351
Subjective Positioning	p. 351
Tangible Positioning	p. 352
Intangible Positioning	p. 354
Effective Positioning	p. 354
Positioning's Vital Role	p. 357
Repositioning	p. 358
The Art of Repositioning	p. 360
Developing Positioning Strategies	p. 361
Competitive Positioning	p. 362
Internal Positioning Analysis	p. 364
Branding and Positioning	p. 365
Hotel Restaurant Branding	p. 366
Multiple Brands and Product Positioning	p. 367
Summary	p. 370
Key Terms	p. 370
Discussion Questions	p. 370
Group Projects	p. 371
References	p. 371
Chapter 14 The Hospitality Pricing Mix	p. 372
Marketing Executive Profile: John Shields	p. 373
Marketing in Action	p. 373
The Basis of Pricing	p. 375
Pricing Practices	p. 376
Hotel Room Pricing	p. 376
Restaurant Pricing	p. 376
What Is Price?	p. 377
Pricing as One of the Seven Ps	p. 378
Types of Costs	p. 379
Cost-Based Pricing	p. 380
Cost-Plus Pricing	p. 380
Cost Percentage or Markup Pricing	p. 380
Break-Even Pricing	p. 380
Contribution Margin Pricing	p. 381
$1 per Thousand Pricing	p. 382
Value-Based Pricing	p. 382
The Components of Value	p. 383
Prospect Theory	p. 385
Reference Pricing	p. 386
Psychological Pricing	p. 387
Veblen Effects	p. 390
Value Added Service Pricing	p. 390
Pricing Objectives	p. 391
Financial Objectives	p. 391
Volume Objectives	p. 393
Customer Objectives	p. 394
Determining Price	p. 396
Market Demand Pricing	p. 398
Price Customization and Revenue Management	p. 399
What Revenue Management Is	p. 400
Revenue Management Practices	p. 400
Benefits of Revenue Management	p. 401
Why Revenue Management Works	p. 401
International Pricing	p. 404
Pricing across Multiple Channels of Distribution	p. 405
The Last Word on Pricing	p. 405
Summary	p. 406
Key Terms	p. 406
Discussion Questions	p. 406
Group Projects	p. 406
References	p. 407
Chapter 15 The Communications Mix: Advertising	p. 408
Marketing Executive Profile: Larry Tolpin	p. 409
Marketing in Action	p. 409
The Communications Mix	p. 412
Communications Strategy	p. 412
To Whom to Say It	p. 413
Why to Say It	p. 416
What to Say	p. 416
How to Say It	p. 418
How Often to Say It	p. 419
Where to Say It	p. 419
Research for the Communications Mix	p. 419
Where Are We Now?	p. 419
Why Are We There?	p. 419
Where Could We Be?	p. 420
How Can We Get There?	p. 420
Are We Getting There?	p. 420
Push/Pull Strategies	p. 420
Word-of-Mouth Communication	p. 422
Budgeting the Communications Mix	p. 422
Advertising	p. 424
Roles of Advertising	p. 424
What Advertising Should Accomplish	p. 424
Use of Advertising Today	p. 426
Evaluating Advertising	p. 428
Collateral	p. 429
Summary	p. 430
Key Terms	p. 431
Discussion Questions	p. 431
Group Projects	p. 431
Chapter 16 The Communications Mix: Sales Promotions, Merchandising, Public Relations and Publicity	p. 432
Marketing Executive Profile: Jennifer Ploszaj	p. 433
Marketing in Action	p. 433
Principles and Practices of Sales Promotions	p. 436
Sales Promotions and Marketing Needs	p. 437
Guidelines for Sales Promotions	p. 437
Be Single-Minded	p. 438
Define the Target Market	p. 438
Decide Specifically What You Want to Promote	p. 438
Decide the Best Way to Promote It	p. 438
Make Sure You Can Fulfill the Demand	p. 438
Make Sure Reality Meets Expectations	p. 439
Communicate Your Promotion and All Related Aspects to the Market	p. 439
Communicate the Promotion to Your Employees	p. 439
Measure the Results	p. 439
Developing Sales Promotions	p. 440
Designing the Successful Sales Promotion	p. 442
Identify the Gap	p. 442
Design the Sales Promotion	p. 442
Analyze the Competition	p. 442
Allocate the Resources	p. 442
Establish Goals	p. 443
Research the Promotion	p. 443
Understand the Break-Even Point	p. 443
Execute the Sales Promotion	p. 443
Evaluate the Sales Promotion	p. 444
Principles and Practices of Merchandising	p. 445
Basic Rules of Merchandising	p. 445
Purpose	p. 446
Compatibility and Consistency	p. 449
Practicality	p. 449
Visibility	p. 449
Simplicity	p. 449
Knowledgeable Employees	p. 450
Examples of Good Merchandising	p. 450
Public Relations and Publicity	p. 451
Public Relations (PR)	p. 452
Publicity	p. 458
Summary	p. 460
Key Terms	p. 467
Discussion Questions	p. 461
Group Projects	p. 461
References	p. 461
Chapter 17 The Communications Mix: Personal Selling	p. 462
Marketing Executive Profile: David Green	p. 463
Marketing in Action	p. 463
The Sales Process	p. 467
Prospecting	p. 467
Qualifying Prospects	p. 468
Probing	p. 471
Benefits and Features	p. 472
Customer Attitudes	p. 472
Closing	p. 475
Follow-Up	p. 475
Sales Management	p. 476
Account Management	p. 476
Sales Action Plan	p. 477
Organization of the Sales Team	p. 478
Product Line Management	p. 481
Development of Personnel	p. 482
Ethics	p. 482
Motivation	p. 484
Sales and Operations	p. 484
Summary	p. 486
Key Terms	p. 486
Discussion Questions	p. 486
Group Projects	p. 487
References	p. 487
Chapter 18 Hospitality Distribution Systems: Bringing the Product to the Customer	p. 488
Marketing Executive Profile: Jens Thraenhart	p. 489
Marketing in Action	p. 489
How Distribution Channels Work	p. 493
Branded Hospitality Companies	p. 493
Franchises	p. 493
Reservation Services	p. 494
Representation Firms	p. 494
Channels for Manufactured Goods	p. 496
Channels for Hospitality Firms	p. 496
Structure of Distribution	p. 498
Distribution and the Building Blocks of Competitive Advantage	p. 500
Ownership of Facilities	p. 501
Management and Ownership of One Facility or Multiple Facilities	p. 501
Management without Ownership	p. 503
Franchising	p. 504
Franchise Support	p. 506
The Future of Franchising	p. 507
Strategic Alliances	p. 508
Restaurant Distribution	p. 511
Summary	p. 511
Key Terms	p. 512
Discussion Questions	p. 512
Group Projects	p. 512
References	p. 512
Chapter 19 Channels of Distribution: Bringing the Customer to the Product	p. 514
Marketing Executive Profile: Spencer Rascoff	p. 515
Marketing in Action	p. 515
Hospitality Channels of Distribution	p. 517
Consortium	p. 517
Incentive Travel Organizations	p. 518
Traditional Offline Travel Agents	p. 518
Central Reservation Systems	p. 521
Global Distribution Systems (GDS)	p. 522
Tour Operators/Discount Brokers/Consolidators/Wholesalers	p. 522
Corporate Travel Departments and Travel Management Companies	p. 523
Destination Management Organizations	p. 523
Internet Channel Intermediaries	p. 525
Future Challenges of Online Distribution	p. 529
Promotional Tie-Ins	p. 531
Selecting the Channel of Distribution	p. 532
International Markets	p. 532
Channel Management	p. 532
Relationships among Channels	p. 533
Evaluation of the Channel	p. 533
Motivation	p. 534
Recruitment	p. 534
Summary	p. 534
Key Terms	p. 535
Discussion Questions	p. 535
Group Projects	p. 535
References	p. 535
Chapter 20 Interactive Marketing: Internet and Database Marketing	p. 536
Marketing Executive Profile: John Springer-Miller	p. 537
Marketing in Action	p. 537
The First Generation of Electronic Marketing (E-Marketing)	p. 540
The Role of the Internet in Transforming Marketing	p. 540
An Overview of Hospitality Website Design	p. 542
Managing Customer Information	p. 547
Database Marketing	p. 552
Database Marketing Components	p. 554
Using the Database	p. 557
Ways to Use the Database	p. 559
Summary	p. 561
Key Terms	p. 561
Discussion Questions	p. 561
Group Projects	p. 562
References	p. 562
Part VI Synthesis	p. 563
Chapter 21 The Marketing Plan	p. 564
Marketing Executive Profile: Terry Jicinsky	p. 565
Marketing in Action	p. 565
Requirements for a Marketing Plan	p. 568
Development of the Marketing Plan	p. 569
Data Collection	p. 570
External Environment	p. 570
Competitive Environment	p. 570
Internal Environment	p. 572
Data Analysis	p. 572
Environmental and Market Trend Analysis	p. 572
Competitive and Demand Analysis	p. 573
Property Needs Analysis	p. 573
Internal Analysis	p. 577
Market Analysis	p. 577
The Mission and Marketing Position Statement	p. 578
Opportunity Analysis	p. 579
Objectives and Methods	p. 579
Action Plans	p. 581
The Marketing Forecast	p. 582
The Marketing Budget	p. 582
Marketing Controls	p. 585
Summary	p. 586
Key Terms	p. 586
Discussion Questions	p. 586
Group Projects	p. 586
Reference	p. 587
Appendix to Chapter 9 Segmenting the U.S. Travel Market According to Benefits Realized	p. 588
Appendix to Chapter 11 Understanding the Marketing Research Process: A Guide to Using an Outside Research Supplier	p. 603
Appendix to Chapter 13 Brand Positioning: An Example	p. 613
Appendix to Chapter 14 Revenue Management	p. 619
Glossary	p. 627
Name Index	p. 637
Subject Index	p. 639
World Maps	p. 650
Image Credits	p. 663

Available:*

Bound With These Titles

On Order

Summary

Summary

Author Notes

Table of Contents