Marketing for Hospitality and Tourism, Global Edition

Cover
Title Page
Copyright
Dedication
Brief Contents
Contents
To the Student
Preface
About the Authors
Part I. Defining Hospitality and Tourism Marketing and the Marketing Process
	1. Creating Customer Value and Engagement Through Marketing for Hospitality and Tourism
		Your Passport to Success
		Customer Orientation
		What Is Hospitality and Tourism Marketing?
		Marketing in the Hospitality and Travel Industries
			Importance of Marketing
			Tourism Marketing
			Definition of Marketing
			Marketing Highlight 1.1 How Four Seasons Hotels and Resorts delights its customers
			The Marketing Process
		Understanding the Marketplace and Customer Needs
			Customer Needs, Wants, and Demands
			Market Offerings: Tangible Products, Services, and Experiences
			Customer Value and Satisfaction
			Exchanges and Relationships
			Markets
		Designing Customer Value-Driven Marketing Strategy
			Selecting Customers to Serve
			Marketing Management Orientations
		Preparing an Integrated Marketing Plan and Program
		Managing Customer Relationships and Capturing Value
			Customer Relationship Management
			Customer Engagement and Today’s Digital and Social Media
			Partner Relationship Management
		Capturing Value from Customers
			Customer Loyalty and Retention
			Growing Share of Customer
			Building Customer Equity
		The Changing Marketing Landscape
			The Digital Age: Online, Social Media, and Mobile Marketing
			Sustainable Marketing—the Call for More Environmental and Social Responsibility
			Rapid Globalization
			Co-Creation
			The Sharing Economy
		Welcome to Marketing: Your Passport to Becoming a Successful Manager
		Chapter Review
		In-Class Group Exercises
		Experiential Exercises
		References
	2. Services Marketing Concepts Applied to Marketing for Hospitality and Tourism
		The Service Culture
		Characteristics of Service Marketing
			Intangibility
			Tangible Evidence
			Inseparability
			Variability
			Perishability
		The Service Profit Chain
		Management Strategies for Service Businesses
			Managing Service Differentiation
			Managing Service Quality
			Marketing Highlight 2.1 Service differentiation is harder to achieve, yet some manage through art
			Managing Service Productivity
			Resolving Customer Complaints
			Marketing Highlight 2.2 Recommendations for improving service quality
			Managing Employees as Part of the Product
			Managing Perceived Risk
			Managing Capacity and Demand
		Chapter Review
		In-Class Group Exercises
		Experiential Exercises
		References
	3. Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
		Nature of High-Performance Business
			Stakeholders
			Processes
			Resources
			Organization
		Corporate Strategic Planning: Defining Marketing’s Role
			Defining the Corporate Mission
			Setting Company Objectives and Goals
			Designing the Business Portfolio
			Marketing Highlight 3.1 AccorHotels group: Marriage with onefinestay, a luxury vacation rental platform
		Planning Marketing: Partnering to Build Customer Relationships
			Partnering with Other Company Departments
			Partnering with Others in the Marketing System
		Marketing Strategy and the Marketing Mix
			Customer Value-Driven Marketing Strategy
			Developing an Integrated Marketing Mix
		Managing the Marketing Effort
			Marketing Analysis
			Goal Formulation
			Marketing Planning
			Implementation
			Feedback and Control
		Measuring and Managing Return on Marketing Investment
		Chapter Review
		In-Class Group Activities
		Experiential Exercises
		References
Part II. Understanding the Marketplace and Customer Value
	4. Analyzing the Marketing Environment
		The Company’s Environment
		The Microenvironment
			The Company
			Existing Competitors
			Suppliers
			Marketing Intermediaries
			Customers
			Publics
		The Company’s Macroenvironment
			Competitors
			Marketing Highlight 4.1 Go Tokyo–Making Tokyo the world’s choice by destination digital marketing
			Demographic Environment
			The Changing American Family
			Economic Environment
			Natural Environment
			Technological Environment
			Political Environment
			Cultural Environment
		Responding to the Marketing Environment
			Environmental Scanning
		Chapter Review
		In-Class Group Activities
		Experiential Exercises
		References
	5. Managing Customer Information to Gain Customer Insights
		Marketing Information and Customer Insights
			Marketing Information and Today’s “big Data”
			Managing Marketing Information
		The Marketing Information System
			Assessing Information Needs
			Developing Marketing Information
		Marketing Research
			Defining the Problem and Research Objectives
			Developing the Research Plan
			Marketing Highlight 5.1 Ethnographic research: Watching what consumers really do
			Marketing Highlight 5.2 ZMET: Getting into the heads of consumer
			Marketing Highlight 5.3 Pros and cons of online research
			Marketing Highlight 5.4 A “questionable” questionnaire
			Implementing the Research Plan
			Interpreting and Reporting the Findings
			Marketing Highlight 5.5 Research problem areas
			Marketing Highlight 5.6 HSMAI’s Knowledge Center: A great source of marketing information
		International Marketing Research
		Marketing Research in Smaller Organizations
		Chapter Review
		In-Class Group Activities
		Experiential Exercises
		References
	6. Consumer Markets and Consumer Buying Behavior
		A Model of Consumer Behavior
		Personal Characteristics Affecting Consumer Behavior
			Cultural Factors
			Social Factors
			Marketing Highlight 6.1 Ayam Brand’s social media influencer campaign
			Personal Factors
			Psychological Factors
			Marketing Highlight 6.2 Sensory marketing—A powerful tool for hospitality businesses
		The Buyer Decision Process
			Need Recognition
			Information Search
			Evaluation of Alternatives
			Purchase Decision
			Postpurchase Behavior
			Marketing Highlight 6.3 Unique aspects of hospitality and travel consumers
		Chapter Review
		In-Class Group Exercises
		Experiential Exercise
		References
	7. Organizational Buyer Behavior
		The Organizational Buying Process
			Business Markets
			Market Structure and Demand
			Nature of the Buying Unit
			Types of Decisions and the Decision Process
		Participants in the Organizational Buying Process
		Major Influences on Organizational Buyers
		Organizational Buying Decisions
			1. Problem Recognition
			2. General Need Description
			3. Product Specification
			4. Supplier Search
			5. Proposal Solicitations
			6. Supplier Selection
			7. Order-Routine Specification
			Marketing Highlight 7.1 Corporate procurement’s involvement in purchasing meetings
			8. Performance Review
			E-Procurement and Online Purchasing
			Business-to-Business Digital and Social Media Marketing
		Hospitality Group Markets
			Conventions
			Convention Bureaus
		Association Meetings
			Corporate Meetings
			Small Groups
			Incentive Travel
			SMERFs
			Marketing Highlight 7.2 Green meetings about Green Hospitality
			Segmentation of Group Markets by Purpose of the Meeting
			Restaurants as a Meeting Venue
		Dealing with Meeting Planners
		Chapter Review
		In-Class Group Exercises
		Experiential Exercise
		References
	8. Customer-Driven Marketing Strategy: Creating Value for Target Customers
		Markets
		Market Segmentation
			Geographic Segmentation
			Demographic Segmentation
			Marketing Highlight 8.1 Children want pets, but parents don’t
			Psychographic Segmentation
			Marketing Highlight 8.2 W Hotels: A lifestyle hotel
			Behavioral Segmentation
			Marketing Highlight 8.3 Euro Space Center: Targeting teachers and corporates
			Using Multiple Segmentation Bases
			Requirements for Effective Segmentation
		Market Targeting
			Evaluating Market Segments
			Selecting Market Segments
			Choosing a Market-Coverage Strategy
		Market Positioning
			Positioning Strategies
			Choosing and Implementing a Positioning Strategy
			Differentiating Competitive Advantages
			Choosing the Right Competitive Advantages
			Selecting an Overall Positioning Strategy
			Communicating and Delivering the Chosen Position
			Positioning Measurement: Perceptual Mapping
		Chapter Review
		In-Class Group Activities
		Experiential Exercise
		References
Part III. Designing Customer Value-Driven Strategy and Mix
	9. Designing and Managing Products and Brands: Building Customer Value
		What Is a Product?
		Product Levels
			Core Products
			Facilitating Products
			Supporting Products
			Augmented Product
		Branding Strategy
			Building Strong Brands
			Brand Equity and Brand Value
			Brand Positioning
			Brand Name Selection
			Leveraging Brands
			Brand Portfolios
			Marketing Highlight 9.1 Extending your brand to China: What name do you use?
		The New-Product Development
			Idea Generation
		Idea Screening
			Concept Development and Testing
			Marketing Strategy
			Business Analysis
			Product Development
			Test Marketing
			Commercialization
		Product Life-Cycle Strategies
			Introduction Stage
			Growth Stage
			Maturity Stage
			Decline Stage
			Product Deletion
		International Product and Service Marketing
		Chapter Review
		In-Class Group Exercises
		Experiential Exercises
		References
	10. Internal Marketing
		Internal Marketing
			Post Face-to-Face Guest Relations
			Marketing Highlight 10.1 Hotel Okura Amsterdam’s five-star community
		The Internal Marketing Process
			Establishment of a Service Culture
			Development of a Marketing Approach to Human Resources Management
			Dissemination of Marketing Information to Employees
			Marketing Highlight 10.2 Internal marketing in action: Lewis Hotels
		Chapter Review
		In-Class Group Exercises
		Experiential Exercise
		References
	11. Pricing: Understanding and Capturing Customer Value
		Factors to Consider When Setting Prices
			Internal Factors Affecting Pricing Decisions
			External Factors Affecting Pricing Decisions
			Competitors’ Prices and Offers
		General Pricing Approaches
			Cost-Based Pricing
			Break-Even Analysis and Target Profit Pricing
			Value-Based Pricing
			Competition-Based Pricing
		Pricing Strategies
			New-Product Pricing Strategies
			Existing-Product Pricing Strategies
		Revenue Management
			Marketing Highlight 11.1 Segmented pricing: The right product to the right customer at the right time for the right price
			Dynamic Pricing
			BAR Pricing
			Rate Parity
			Nonuse of Revenue Management
			Overbooking
		Psychological Pricing
			Price Endings
			Promotional Pricing
			Value Pricing—Low Price Approach
			Marketing Highlight 11.2 Ryanair uses value pricing to attract customers and gains revenue from extra sales
		Price Changes
			Initiating Price Changes
			Responding to Price Changes
		Chapter Review
		In-Class Group Exercises
		Experiential Exercise
		References
	12. Distribution Channels Delivering Customer Value
		Partnering to Add Value
			Supply Chains and the Value Delivery Network
			Nature and Importance of Distribution Systems
			Nature of Distribution Channels
		Hospitality Distribution Channels
			Direct Channels
			Online Travel Agencies
			Global Distribution Systems
			Travel Agents
			Marketing Highlight 12.1 Changing market dynamics
			Travel Wholesalers and Tour Operators
			Specialists: Tour Brokers, Motivational Houses, and Junket Reps
			Hotel Representatives
			National, State, and Local Tourist Agencies
			Consortia and Reservation Systems
			Restaurant Distribution Channels
		Channel Behavior and the Organization
			Channel Behavior
			Channel Organization
			Marketing Highlight 12.2 Restaurant franchising
		Channel Management
			Selecting Channel Members
			Determining Responsibilities of Channel Members
			Selecting Business Location
		Chapter Review
		In-Class Group Exercises
		Experiential Exercises
		References
	13. Engaging Customers and Communicating Customer Value and Advertising
		The Promotion Mix
		Integrated Marketing Communications
			The New Marketing Communications Model
			Marketing Highlight 13.1 Thanks, just don’t call it advertising: It’s content marketing
			The Need for Integrated Marketing Communications
		Developing Effective Marketing Communication
			A View of the Communication Process
		Steps in Developing Effective Communications
			Identifying the Target Audience
			Determining the Communication Objective
			Designing the Message
			Selecting Communication Channels
			Marketing Highlight 13.2 Thank you—A great personal communication
			Selecting the Message Source
			Collecting Feedback
		Setting the Total Promotion Budget and Mix
			Setting the Total Promotional Budget
			Shaping the Overall Promotion Mix
		Advertising
			Major Decisions in Advertising
			International Advertising Decisions
		Chapter Review
		In-Class Group Exercises
		Experiential Exercises
		References
	14. Promoting Products: Public Relations and Sales Promotions
		Public Relations
			Major Activities of PR Departments
			Marketing Highlight 14.1 Extreme Sports bring publicity and tourists
			Publicity
		The Public Relations Process
			Conducting Research
			Establishing Marketing Objectives
			Defining the Target Audience
			Choosing the PR Message and Vehicles
			Implementing the Marketing PR Plan
			Evaluating PR Results
		PR Opportunities for the Hospitality Industry
			Promoting Individual Properties
			Promoting via Storytelling
			Crisis Management
			Marketing Highlight 14.2 Cheshire’s Best Kept Stations, Cheshire, United Kingdom
			Sales Promotion
			Local Area Marketing (Neighborhood Marketing)
		Chapter Review
		In-Class Group Exercises
		Experiential Exercise
		References
	15. Professional Sales
		Results
		Management of Professional Sales
		Nature of Hospitality Sales
			Competitive Analysis and Competitive Sets
		Sales Force Objectives
			Sales Volume
			Upselling and Second-Chance Selling
			Market Share or Market Penetration
			Product-Specific Objectives
		Sales Force Structure and Size
			Territorial-Structured Sales Force
			Market-Segment-Structured Sales Force
			Market-Channel-Structured Sales Force
			Customer-Structured Sales Force
			Combination-Structured Sales Force
			Sales Force Size
		Organizing the Sales Department
			Inside Sales Force
			Field Sales Force
			Team Sales
		Relationship Marketing and Strategic Alliances
		Recruiting and Training a Professional Sales Force
			Importance of Careful Selection
			Establishing a Profile of Desired Characteristics Matching the Corporate Culture
			Matching Career Acquisitions with Corporate Objectives
			Sales Force Training
		Managing the Sales Force
			Selecting Sales Strategies
			Sales Force Tactics: Principles of Personal Selling
			Motivating a Professional Sales Force
			Evaluation and Control of a Professional Sales Force
			Peer-to-Peer Sales
			Networking
		Social Selling: Online, Mobile, and Social Media Tools
			Social Selling: Online, Mobile, and Social Media Tools
		Chapter Review
		In-Class Group Exercises
		Experiential Exercise
		References
	16. Direct, Online, Social Media, and Mobile Marketing
		Direct and Digital Marketing
			The New Direct-Marketing Model
			Benefits of Direct and Digital Marketing to Buyers and Sellers
			Forms of Direct and Digital Marketing
		Digital and Social Media Marketing
			Marketing, the Internet, and the Digital Age
			Online Marketing
			Social Media Marketing
			Mobile Marketing
		Customer Databases and Traditional Direct Marketing
			Database Uses
			Personalization, Disclosure of Information, and Value for the Customers
		Relationship Marketing and Loyalty Programs
			Benefits of Customer Relationship Management
			Loyalty Programs
		Traditional Forms of Direct Marketing
			Direct-Mail Marketing
			Telephone Marketing
			Kiosk Marketing
			Interactive TV
		Online Privacy and Security
		Chapter Review
		In-Class Group Exercises
		Experiential Exercise
		References
Part IV. Managing Hospitality and Tourism Marketing
	17. Destination Marketing
		Marketing Tourism Destinations
			The Globalization of the Tourist Industry
			The Tourism Destination
			Destination Marketing System
			Destination Competitiveness
			Sustainable Tourism
		Tourism Development and Investments
			Marketing Highlight 17.1 Cuba tourism development: A time travel
			Tourism Events and Attractions
			Destination Life Cycle: Rejuvenating a Destination
		Segmenting and Monitoring the Tourist Market
			Agritourism
			Space Tourism
			Multiday Hiking and Religious Pilgrimages
			Medical Tourism
			Genealogical Tourism
			Identifying Target Markets
			Classification of Visitor Segments
			Monitoring the Tourist Markets
		Communicating with the Tourist Market
			Competition for Visitors Involves Image Making
			Branding Destinations
			Effectiveness of Advertising/Promotion
			Developing Packages of Attractions and Amenities
			Creating and Managing Visitor Experiences
		Organizing and Managing Tourism Marketing
			National Tourism Organizations
			Regional Tourist Organizations: State Associations and Convention and Tourist Bureaus
		Chapter Review
		Discussion Questions
		Experiential Exercise
		In-Class Group Activities
		Appendix A: 2018 Travel and Tourism Competitiveness Index
		References
	18. Next Year’s Marketing Plan
		Purpose of a Marketing Plan
		Preparing a Marketing Plan
			Section I: Executive Summary
			Section II: Corporate Connection
			Section III: Environmental Analysis and Forecasting
			Marketing Highlight 18.1 The Indigo Pearl Resort: Facebook strategy and planning the Indigo Pearl
			Section IV: Segmentation and Targeting
			Section V: Next Year’s Objectives and Quotas
			Section VI: Action Plans: Strategies and Tactics
			Section VII: Resources Needed to Support Strategies and Meet Objectives
			Section VIII: Marketing Control
		Presenting the Plan and Preparing for the Future
			Section IX: Presenting and Selling the Plan
			Section X: Preparing for the Future
		Chapter Review
		In-Class Group Exercises
		Experiential Exercise
		References
Appendix A. The Five-Gap Model of Service Quality
Appendix B. Forecasting Market Demand
Case Studies
Glossary
Index