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Topic 1 Introduction To Marketing Hospitality AND Travel Services

This document defines marketing and discusses its application in the hospitality and travel industries. It outlines the sequential process of planning, researching, implementing, controlling, and evaluating activities to satisfy customer needs and organizational objectives. Marketing requires coordinated efforts across an organization. The document also examines the evolution of marketing approaches and lists the core principles of marketing. It identifies factors that influence marketing strategy and environment for hospitality and travel services. Finally, it discusses ways in which services marketing differs from product marketing and some challenges faced in these industries.

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72 views

Topic 1 Introduction To Marketing Hospitality AND Travel Services

This document defines marketing and discusses its application in the hospitality and travel industries. It outlines the sequential process of planning, researching, implementing, controlling, and evaluating activities to satisfy customer needs and organizational objectives. Marketing requires coordinated efforts across an organization. The document also examines the evolution of marketing approaches and lists the core principles of marketing. It identifies factors that influence marketing strategy and environment for hospitality and travel services. Finally, it discusses ways in which services marketing differs from product marketing and some challenges faced in these industries.

Uploaded by

nurlinda_polijb
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 15

TOPIC 1

INTRODUCTION TO MARKETING
HOSPITALITY
AND
TRAVEL SERVICES

Maria Mohd Yatim/July 2008 1


DEFINITION OF MARKETING

Marketing is a continuous, sequential process


through which management in the hospitality
and travel industry PLANS, RESEARCHES,
IMPLEMENTS, CONTROLS, and EVALUATES
activities designed to satisfy both customers’
needs and wants their own organization’s
objectives. To be most effective, marketing
requires the efforts of everyone in an
organization and can be made more or less
effective by the actions of compementary
organizations
Maria Mohd Yatim/July 2008 2
THE PRICE OF MARKETING

P - PLANNING
R - RESEARCH
I - IMPLEMENTATION
C - CONTROL
E - EVALUATION

Maria Mohd Yatim/July 2008 3


EVOLUTIONARY ERAS OF MARKETING

1. PRODUCTION-ORIENTATION ERA
2. SALES-ORIENTATION ERA
3. MARKETING-ORIENTATION ERA
4. SOCIAL-MARKETING-ORIENTATION ERA

The Digital Marketing Era?


• internet • pda
• mobile phone • e-tickets

Maria Mohd Yatim/July 2008 4


CORE PRINCIPLES OF MARKETING

 The marketing concept


 Marketing orientation
 Satisfying customers’ needs and wants
 Market segmentation
 Value and the exchange process
 Product life cycle
 Marketing mix

Maria Mohd Yatim/July 2008 5


THE HOSPITALITY AND TRAVEL
MARKETING ENVIRONMENT

Marketing success is based


both on marketing strategy
factors (the marketing mix)
and marketing environment
factors.

Maria Mohd Yatim/July 2008 6


Marketing Strategy Factors

Traditional 4 Ps of Marketing

1) Product 2) Place 3) Promotion 4) Price

Additional 4 Ps of Hospitality and


Travel Marketing
1) People 2) Packaging 3) Programming
4) Partnership

Maria Mohd Yatim/July 2008 7


MARKETING ENVIRONMENT FACTORS

 Competition
 Legislation and regulation
 Economic for environment
 Technology
 Societal and cultural
environment
 Organizational objectives
and resources
Maria Mohd Yatim/July 2008 8
WHY IS SERVICES MARKETING DIFFERENT?
The marketing of hospitality and travel
services has several unique characteristics
Some are shared with all service organizations
(generic differences)
Others exist because of the ways in which
service organizations are managed and
regulated (contextual differences)
Contextual differences may eventually
disappear through changes in management,
legislation and regulation
Maria Mohd Yatim/July 2008 9
GENERIC : UNCHANGEABLE DIFFERENCES
THAT AFFECT MARKETING OF SERVICES

1. Intangible nature of the services


2. Production methods
3. Perishability
4. Distribution channels
5. Cost determination
6. Relationship of services to providers

Maria Mohd Yatim/July 2008 10


CONTEXTUAL : Correctable differences common
among service organizations that affect marketing

 Narrow definition of marketing


 Lack of appreciation for marketing skills
 Different organizational structures
 Lack of data on competitive performances
 Impact old government regulation and
deregulation
 Constraints and opportunities for
nonprofit marketers

Maria Mohd Yatim/January2009 11


WHY ARE HOSPITALITY AND TRAVEL
SERVICES MARKETING DIFFERENT?
1. Shorter exposure to service
2. More emotional buying appeals
3. Greater importance on managing evidence
4. Greater emphasis on stature and imagery
5. More variety and types of distribution channels
6. More dependence on complementary
organizations
7. Easier copying of services
8. More emphasis on off-peak promotion
Maria Mohd Yatim/July 2008 12
MARKETING CHALLENGES

 Increased specialization of customer needs.

 NON-PROFIT-MAKING ORGANIZATION in
the philosophy and practice of marketing.

 ETHICAL ISSUES AND SOCIAL


RESPONSIBILITY

Maria Mohd Yatim/July 2008 13


MARKETING CHALLENGES
NEW COMMUNICATION CHANNELS

INCREASED COMPETITION FOR CUSTOMER DOLLARS.

SHORTER PRODUCT LIFE AND SALES CYCLES

INTERNATIONAL TOURISM AND GLOBALIZATION

Maria Mohd Yatim/July 2008 14


“People do not buy from enemies
but people buy from friendly seller”

Maria Mohd Yatim/POLITEKNIK JOHOR BAHRU 15

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