Hospitality Management
Marketing
Week 4
, Introduction
I. Introduction: Marketing in the Hospitality Industry
1) Customer orientation. The purpose of a Business is to create and maintain
profitable customers. Customer satisfaction leading to profit is the central
goal of hospitality marketing.
II. What Is Hospitality Marketing?
Marketing is a social and
managerial process by which
individuals and groups obtain
what they need and want
through creating and
exchanging products and
value with others.
, III. Importance of Marketing
1) The entrance of corporate giants into the hospitality market and the
marketing skills these companies have brought to the industry have
increased the importance of marketing within the industry.
2) Analysts predict that the hotel industry will consolidate in much the same
way as the airline industry has, with five or six major chains dominating
the market. Such consolidation will create a market that is highly
competitive. The firms that survive this consolidation will he the ones
that understand their customers.
3) In response to growing competitive pressures, hotel chains are relying on
the expertise of the marketing director.
, IV. Travel Industry Marketing
1) Successful hospitality marketing is highly dependent on the entire travel
industry.
2) Government or quasigovernment agencies play an important role in travel
industry marketing through legislation aimed at enhancing the industry
and through promotion of regions, states, and nations.
3) Few industries are as interdependent as the travel and hospitality
industries.
V. Understanding Marketing.
To understand the definition, we must understand the following terms:
needs, wants, and demands; products; value, cost, and satisfaction;
exchange, transactions, and relationships; and markets.
Marketing
Week 4
, Introduction
I. Introduction: Marketing in the Hospitality Industry
1) Customer orientation. The purpose of a Business is to create and maintain
profitable customers. Customer satisfaction leading to profit is the central
goal of hospitality marketing.
II. What Is Hospitality Marketing?
Marketing is a social and
managerial process by which
individuals and groups obtain
what they need and want
through creating and
exchanging products and
value with others.
, III. Importance of Marketing
1) The entrance of corporate giants into the hospitality market and the
marketing skills these companies have brought to the industry have
increased the importance of marketing within the industry.
2) Analysts predict that the hotel industry will consolidate in much the same
way as the airline industry has, with five or six major chains dominating
the market. Such consolidation will create a market that is highly
competitive. The firms that survive this consolidation will he the ones
that understand their customers.
3) In response to growing competitive pressures, hotel chains are relying on
the expertise of the marketing director.
, IV. Travel Industry Marketing
1) Successful hospitality marketing is highly dependent on the entire travel
industry.
2) Government or quasigovernment agencies play an important role in travel
industry marketing through legislation aimed at enhancing the industry
and through promotion of regions, states, and nations.
3) Few industries are as interdependent as the travel and hospitality
industries.
V. Understanding Marketing.
To understand the definition, we must understand the following terms:
needs, wants, and demands; products; value, cost, and satisfaction;
exchange, transactions, and relationships; and markets.
