PERTEMUAN PERTAMA

DAN KE DUA

MPI III/6

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BAB I

 INTRODUCTION TO
MARKETING

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 INTRODUCTION TO
MARKETING
Hospitality and travel marketing
Alastair M. Morrison

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What is Marketing?
 Where are we now?
 Where would we like to be?
 How do we get there?
 How do we make sure we get there?
 How do we know if we got there?

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SIX MARKETING FUNDAMENTALS
 Satisfaction of customer Needs and Wants
 Continuous Nature of Marketing
 Sequential Steps in Marketing
 Key Role of Marketing Research
 Interdependence of Hospitality and Travel
Organizations
 Organization-Wide and Multi department
Effort

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DEFINITION
 Marketing is a continuous, sequential process
through which management in the hospitality and
travel industry plans, research, implements,
controls, and evaluates activities designed to satisfy
both customers’ need and wants and their own
organizations’ 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 complementary organizations.

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EVOLUTIONARY ERAS OF
MARKETING
In Non-service Industries:
 Production-Orientation Era (1920s)

 Sales-Orientation Era (1930s)

 Marketing Orientation Era (1950s)

 Societal-Marketing-Orientation Era (1970s)

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ELEVEN CHARACTERISTICS OF A
MARKETING OR CUSTOMER ORIENTATION

1. Customer needs are first priority

Produces more satisfied customers
All departments, managers, and staff share a
common goals
2. Understanding customer and their needs is a
constant concern and research activity
Knowing customer and their needs, increases the
ability to satisfy this needs

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ELEVEN CHARACTERISTICS OF A
MARKETING OR CUSTOMER ORIENTATION

3. Marketing research is an ongoing activity assigned

a very high priority
Changes in customer needs and characteristics
are identified
Viability of new services and products are
determined.
4. Frequent reviews are made of strengths and
weaknesses relatives to competitors
Strengths are accentuated and weaknesses
addresses

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ELEVEN CHARACTERISTICS OF A
MARKETING OR CUSTOMER ORIENTATION

5. The value of long-term planning is fully

appreciated.
Changes in customer needs are anticipated and
acted upon; marketing opportunities are realized.
6. Customers’ perceptions of the organization are
known
Services, products, and promotions are design to
match customers image.

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ELEVEN CHARACTERISTICS OF A
MARKETING OR CUSTOMER ORIENTATION

7. Inter-departmental cooperation is valued and

encouraged.
Increased cooperation leads to better services and
greater customer satisfaction.
8. Cooperation with complementary organizations is
recognized as worthwhile.
Increased cooperation again generates greater
customer satisfaction.

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ELEVEN CHARACTERISTICS OF A
MARKETING OR CUSTOMER ORIENTATION

9 Change is seen as inevitable and not as being

unnecessary.
Adaption to change are made smoothly and are
not resisted.
10 The scope of business or activities is broadly set.
Opportunities that serve costumers more
comprehensively, or those that tap into related
fields, are capitalized on.

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ELEVEN CHARACTERISTICS OF A
MARKETING OR CUSTOMER ORIENTATION

11 Measurement and evaluation of marketing

activities is frequent.
Effective marketing programs or tactics are
repeated or enhanced; ineffective ones are
dropped.
Marketing expenditures and human
resources are used effectively.

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CORE PRINCIPLE OF MARKETING
1. The marketing concept
2. Marketing or customer orientation
3. Satisfying customers’ needs and wants
4. Market segmentation
5. Value and exchange process
6. Product life cycle
7. Marketing mix.

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Marketing Mix
 Product
 Place/distribution
 Promotion
 Price
 People
 Packaging

 Programming

 Partnership
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THE HOSPITALITY AND TRAVEL
MARKETING ENVIRONMENT
1. Competition
2. Legislation and regulation
3. Economic Environment
4. Technology
5. Societal and Cultural Environment
6. Organizational Objectives and Resources

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INCREASED IMPORTANCE OF
MARKETING IN THE INDUSTRY
 Greater competition
 Increased market fragmentation and
complexity
 More experienced customers have created a
greater emphasized on marketing
 Marketing in the industry has become more
professional and aggressive
 Globalization

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Review Questions
1. How is marketing defined? And what are
six fundamentals on which it is based?
2. What are the four evolutionary eras of
marketing? How has marketing changed in
these eras?
3. Has the hospitality and travel industry
passed through these eras at the same
pace as other industries? Why r why not?

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Review Questions
4 What are the 11 characteristics of marketing or
customer orientation?
5 What are seven core principles of marketing?
6 There are six uncontrollable factors in the
hospitality and travel marketing environment. What
are they?
7 Why has marketing increased in importance in the
hospitality and travel industry ?

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Assignments
 Assume you are the manager of a hotel,
travel agency, restaurant, bakery, etc.
Describe the program that you would use to
make your supervisors and other staff
members more marketing oriented. Also
show how you could act as a role model in
this respect.

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