Name: Deyanti Manalu

Professor: DeQuan M. Smith

HRI 235 Marketing for Hospitality & Tourism

CHAPTER I - III

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 Chapter One- Understanding the Hospitality and Tourism Marketing Process
Discussion Questions

1. Discuss why you should study marketing.

Answer: One important reason is because marketing affects almost every aspect of our daily
lives.

Besides, why do we need to learn marketing is the fact that so many career paths are interesting
and promising in the field of Marketing. Marketing is often the way to the peak of one's career.

One of the fundamental reasons why the study marketing because marketing has a very big role
in the growth and economic development. Marketing research and stimulate new ideas that will
produce goods and new innovative services. Marketing also gives customers a lot of options to
meet their needs, and if the customer is satisfied with the products it uses, the manufacturers of
these products will open up new jobs for the community.

2. Marketing can be defined in many ways. In your own words, described marketing to someone
who has not read this chapter.

Answer : Marketing is a mix of activities that are interconnected to understand consumer needs
and develop the promotion, distribution, service and price so that customer needs can be catered
for at a certain level of profit.

3.Many managers view the purpose of business as making a profit, whereas someone view the
purpose as being able to maintain and create a customer. Explain how these alternative viewpoint
could affect a company’s interactions with its customers. If a manager views the purpose as
being able to create and maintain a customer, does this mean that the manager is not concerned
with profits?

Answer: This is wrong. The hotel is able to market through their reputation. Marketing is the
process by which companies create value for customers and society, resulting in strong customer
relationships that capture value from the customers in return. By upholding their reputation of
providing consistent food for over 10 years, they are securing returning customers and new
customers by word of mouth.

4. A guest in your hotel complains that the air conditioning in his room did not work and because
of this he did not get a good night’s sleep. What would you do?
Answer: Apologizes for any inconvenience in the hotel room, show that we are ready to follow
up the guest’s complaint by repairing damaged facilities in the rooms or provide an opportunity
for guests to make choices. We can offer free upgrade or spa voucher /restaurant as well.

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 5. Talk to two people and ask them to think about a hotel they stayed in that was a good value.
Ask them what made the hotel a good value. Record a summary of their comments.

Answer : I spoke with 2 of my repeater guests who ever stayed in Magani Hotel and Spa Bali in
Indonesia ( the hotel where I worked out ) They said that ‘staying at this hotel is like a home
from home. They made us very welcome, wonderful atmosphere, fantastic, friendly staff. . The
rooms are immaculately clean and the linen is changed every day and is always fresh and smells
beautiful. The spa of this hotel is most accommodating and the staff is very gentle souls. The
Restaurant offers a wide selection of food and the staff can do enough to serve us. Room service
is very prompt as well.
Therefore, based on their comments, the hotel with the best value is clean and comfortable
rooms, good room service, responsive and fast. The hotel staff is friendly and cooperative.

6. A restaurant has a great reputation as the result of providing consistent food for over 10 years.
The restaurant is full every weekend and has above-average business during the week. The
manager claims that the restaurant does not practice marketing because it does not need
marketing; the restaurant has more than enough business now. Is it true that this restaurant does
not practice marketing?

Answer: This is wrong. The hotel is able to market through their reputation. Marketing is the
process by which companies create value for customers and society, resulting in strong customer
relationships that capture value from the customers in return. By upholding their reputation of
providing consistent food for over 10 years, they are securing returning customers and new
customers by word of mouth.

7. Look at figure 1-2. Why do you think persons who give you 2 (a relatively high score) out of 7
are not likely to return?

Answer: Guests want to be blown away each time they come across a service encounter. Guests
want to be fully emerged, and if they aren't completely satisfied and the service encounter doesn't
make a 1 of 7 sort of impression, then the guest has better things to do with their 'after the
encounter' than rant about a less than perfect experience. A 2 encounter is brushed under the rug
by the 1 encounter last week.

8. What is customer’s equity? How can a company increase its customer equity?
Answer: Customer equity is the total of discounted lifetime values of all of the firm’s customers.
To increase equity, the company must deliver a product or service that satisfies the customers and
is perceived to have value

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 9. Give several examples you have found of hospitality companies being socially responsible.
Include in your discussion how being socially responsible helps the company.

Answer: Starwood Hotels, are developing social responsibility programs and strategies in an
attempt to boost customer loyalty, conserve environments, reduce social problems and contribute
to the development of communities. Several initiatives include the adoption of linen exchange
programs, the use of environmentally friendly cleaning agents and energy conservation through
the installation of energy saving devices.
Another example InterContinental Hotels Group is committed to making a positive contribution
in the communities in which they operate. In addition to its corporate efforts, IHG hotels are also
very involved grass roots efforts within their local communities. For instance, InterContinental
Hotels Group participates in the DeKalb County Schools' mentoring program, Partners 'N Pals.
Each mentor commits to spend 30 minutes a week with a specially matched student at one of the
county system's schools. Once established, the mentoring relationship continues throughout the
school year.

Chapter Two- Service Characteristics of Hospitality and Tourism Marketing

Discussion Questions

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 1. Illustrate how a hotel, restaurant, or theater can deal with the intangibility, inseparability,
Variability, and perishability of the service it provides. Give specific examples.
Answer: Intangibility of service: Service cannot be defined as physical attributes because it
cannot be seen, tasted, felt heard, touched or smelled before it is bought, so it is difficult for
consumer to tell in advance what they will be getting.
Example: if you buy a meal at a restaurant, you don’t know what is going to serve. Customer
only look at tangible evidence like cleanliness, decoration, staff movement which provide the
information of quality of intangible service.
Inseparability of service: service can’t be separated from the service supplier. After it sold, the
customer can’t be taken away from the producer, it is simultaneously produced and consumed. It
is being produced at the same time that the customer is receiving. So customer is also part of the
product.
Example: in a restaurant, you order the meal, during the time of waiting and delivery of meal, the
service provided by the service provider is all part of service production process and is
inseparable, the staff in a restaurant are as part of the process as well as the quality of food
provided.
Perishability of service: a characteristic of services unused capacity cannot be stored or saved for
future sale or use, it perishes after a specific time.
Example: a 200 room hotel that only sells about 160n rooms for particular night. It cannot
inventory the remaining 40 rooms and sell them next night, revenue lost from these 40 unsold
rooms is gone forever.
Variability of service: the quality of services depends on who provides them as well as when,
where, and how they are provided.
Example: The level of service provided during peak season may differ from the service provided
during off-peak season if consistency is not being practiced.

2. Ask three people the following: Think of hotel that you stayed in and would want to return to
the next time you were in the area where the hotel was located. Why would you want to return to
this hotel? Record what each said. This will give you an idea of the things that make the
difference of whether someone returns or tires a competitor.
Answer: I spoke with 3 persons of my friends who stayed in Wyndham New Yorker Hotel last 2
weeks.

Paulina: I checked in for 3 nights, the room was tiny. The staff was very friendly & welcoming &
sorted out another room for us on the 25th floor which was massive & had fantastic views of the
Empire State Building & Madison square garden, location of hotel is amazing so close to many
places of interest . Would highly recommend this hotel.

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 Francis: Nice clean, decent hotel, would definitely use it again, located close enough to Times
Square and Empire State Building. I was on quite a high floor so it was nice and quiet, I had
good views from the windows too.

Harold: Room small but adequate. No fridge but ice freely available no coffee in room but can
get machine and coffee and tea can be ordered at reception. Quite room as high up. Staff efficient
and all requests attended to quickly and efficiently. I would recommend this hotel.

3. Discuss how the service person in a restaurant is part of the product the customer receives
when purchasing a meal.

Answer: Every part of the experience of eating in a restaurant are dependent on the quality of
restaurant service, welcome, order, service, payment. In many cases, the food was tasty become
meaningless because of poor service person. Therefore, service person is the highest priority.

4. What are some common management practices that restaurant use to provide a consistent
product?
Answer: The key to repeat business is consistency in both what you offer and how you serve it.
Customers will be loyal and return again and again when they have confidence in your products
and services. They will come back when they trust they will have a consistent experience each
and every time they patronize your business. The strength of customer loyalty is in direct
proportion to the confidence they feel regarding how well you will consistently deliver on your
service promise.

5. What are internal and interactive marketing? Give an example of how a specific firm or
organization might use these concepts to increase the effectiveness of its services. How might
these concepts be linked to services differentiation?
Answer: Internal Marketing: Marketing by a service firm to train effectively and motivate its
customer-contact employees and all the supporting service people to work as a team to provide
satisfaction “motivation, employees, orientation, incentive, rewards.
Interactive marketing: "Marketing by a service firm that recognizes perceived service quality
depends heavily on the quality of the buyer-seller interaction" Customers, free gifts on
birthday, free gifts on birthday, free gifts with every 10 meals, keep coming back.

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 Chapter 3 - The Role of Marketing in Strategic Planning
Discussion Questions

1. Is strategic planning the same thing as marketing planning, sales planning, and
restructuring?
Answer: Strategic planning is a broad process that can address the entire business, or a
portion of the business such as marketing. Marketing strategies derive from strategic plans. A
marketing strategies and sales plan are necessary to make it work. However a restructuring is
the corporate management term for the act of reorganizing the legal, ownership, operational,
or other structures of a company for the purpose of making it more profitable, or better
organized for its present needs, which would only be a part of the strategic plan if the
previous management failed.

2. In a series of job interviews, you ask three recruiters to describe the missions of their
companies. One says, “To make profits. “ Another says, “To create customers.” The third
says, “To fight world hunger.” Analyze and discuss what these mission statements tell you
about each of the companies.
Answer: To make profit is a business or other organization whose primary goal is making
money (a profit) as opposed to a nonprofit organization which focuses a goal such as helping
the community and is concerned with money only as much as necessary to keep the
organization operating.
Most companies considered to be businesses are for profit organization, this includes
anything from retail stores to restaurant to insurance companies to real estate companies.
To create customer is their focus is on creating customers; obviously the customer retention
will be higher because the effort is made, which will help generate profits long term.
To fight world hunger: is most likely a nonprofit company, therefore low revenues and high
donations to make up the difference as well as make the difference. Although they do not
make much financially their service is important especially in third world countries.

3. What is the significance of an SBU?

Answer: A Strategic business unit is significant because it has the potential to be managed
and priced differently from the rest of the corporations other businesses. The implications for
that are, SBU can adapt quicker to changes in the market more so than their parent
corporation could. This means the corporation has a higher chance of being successful
because its SBU can be flexible to the market.

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 4. What forms of vertical integration do you feel are likely to occur in the travel industry during
the next 10 years?
Answer: Vertical integration means the combination in one company of two or more stages
of production normally operated by separate companies.
An example integration vertical in Travel Industry is a tour operator and an airline.
First Choice, as First Choice is a tour operator which also has an airline named First Choice
Airways. Therefore the tour operator is vertically integrated with the airline).

5. Think about the shopping area near your campus. Assume that you wish to start a business
here and are looking for a promising opportunity for a restaurant.

a. Is there an opportunity to open a distinctive and promising business? Describe your target
market and how you would serve it differently than current businesses do.

Answer : Yes, it is. My target market is student and families. The main aim of this restaurant
is to attract the business people around shopping area as well the business passers-by. For
breakfast, different kinds of bread will be offered as well as varieties of pulses, meat
vegetables because these can be made quickly and served. The targeted markets for the
breakfast are heavy vehicle owner, whole seller, shopkeepers, local business people, and so
on. For the lunch, we will attract official staffs (university & college students) as well as
teacher, local businessmen and businessmen passing through.
How I serve differently with the current business Improvement of their product and
upgrading the quality of the food and service we offer.
 Extensively exploit marketing and sales techniques
 Create loyal and repeat customer through our first year of operation.
 Use on going marketing and sales techniques.
 Emphasize on the quality of food, standard level of service, cleanliness.
 Offer varieties of food including vegetarian.
 Analyze the competitor’s selling techniques.

b. What sort of marketing mix would you use for your business?

Answer : Product: The menu will be the special selling tool. Background logo, special
designed computerized. Decoration White and cream will be used in the restaurant
decoration, logo, on the menu and leaflets. Environment: Special cabin will provide for
women/couple/family that will be really quiet and calm place and will be non-smoking zone.
Promotion: Using Facebook or Instagram to my business as marketing mix can help me reach
more people, get more people to visit my booth and increase engagement with my customers.
By following the hashtag of my business, attendees are drawn to my Instagram shot and able
to locate my booth quicker.

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