Marketing Hospitality

MARKETING HOSPITALITY......Page 1
Contents in Brief......Page 6
Contents......Page 8
Preface......Page 18
1 Marketing —Everybody ’s Job......Page 26
A Product Orientation......Page 27
A Marketing Orientation......Page 28
Marketing......Page 29
The Marketing Mix......Page 30
Marketing as a Social Force......Page 31
CASE STUDY 1.1:McDonald ’s and the Environment......Page 33
Organizing and Managing the Marketing Function......Page 34
The Marketing Department in Multiunit Companies......Page 35
Conflicts Between Marketing and Operations Departments......Page 36
Resolving Conflicts......Page 37
Organizing the Marketing Unit......Page 38
Summary......Page 40
2 Hospitality Services......Page 42
Hospitality Service Characteristics......Page 43
People as Part of the Product......Page 44
Channels of Distribution......Page 46
Three Overlapping Service Systems......Page 47
Measuring Service Quality......Page 50
Service Quality Control and the Zero-Defect Goal......Page 51
CASE STUDY 2.1:Quality at the Ritz......Page 52
The Cost of Quality......Page 54
Enlisting the Customer in Quality Control......Page 55
Managing Demand Through Queuing......Page 58
Internal Marketing......Page 59
Employee Recruitment and Retention......Page 61
A Service Culture......Page 62
Summary......Page 63
3 The Macro and Micro Environments of Hospitality Marketing......Page 66
Economy......Page 67
Society and Culture......Page 68
CASE STUDY 3.1:‘‘Cuisine Naturelle ’’for the Health Conscious......Page 69
CASE STUDY 3.2:Women on Their Way by Wyndham......Page 72
Technology......Page 73
Competitors......Page 75
Customers......Page 76
Summary......Page 87
4 Market Segmentation and Target Marketing......Page 90
Target Marketing......Page 91
Types of Segments......Page 92
Geographic Segmentation......Page 93
Demographic Segmentation......Page 94
CASE STUDY 4.1:Targeting Specific Markets Based on Demographic Characteristics......Page 97
Psychographic Segmentation......Page 99
Behavior Segmentation......Page 100
Combining Segmentation Approaches......Page 101
Organizational Buying Behavior......Page 106
Lodging ’s Organizational Customer Segments......Page 107
CASE STUDY 4.2:The Club Hotel by DoubleTree......Page 108
Contract Foodservice ’s Organizational Customer Segments......Page 112
Summary......Page 115
5 Marketing Information and Research......Page 118
Internal Company Sources......Page 119
Marketing Research......Page 121
Secondary Research......Page 122
Syndicated Studies......Page 123
Who Are Our Customers?......Page 124
CASE STUDY 5.1: ‘‘The Room That Works ’’: Market Research in Hotel Room Design......Page 125
Copy Testing......Page 127
Tracking Studies......Page 129
Problem Definition......Page 131
Research Design and Implementation......Page 133
Data Analysis and Interpretation......Page 137
CASE STUDY 5.2: Marketing Research Lays Ground for Turnaround at Round Table Pizza......Page 138
Tracking Guest Transactions......Page 140
Frequency Marketing......Page 141
Using the DBM Program......Page 142
Summary......Page 145
6 Marketing Strategy......Page 148
Strategic Marketing......Page 149
Strategic Versus Functional Marketing......Page 150
Corporate Hierarchy......Page 151
Corporation Strategic Planning......Page 152
Company Mission......Page 153
Portfolio Analysis and Identification of SBUs......Page 154
SWOT Analysis......Page 157
SBU Mission and Strategies......Page 158
CASE STUDY 6.1: Low-Cost Focus Strategy: Southwest Airlines......Page 161
CASE STUDY 6.2: International Expansion in Foodservice......Page 164
Positioning......Page 167
Functional Strategies and Plans......Page 168
Strategy in Small Firms......Page 169
Summary......Page 170
7 The Marketing Plan......Page 174
Why Plan?......Page 175
Executive Summary......Page 177
Mission Statement......Page 178
External Analysis......Page 179
Internal Analysis......Page 181
Market Segmentation and Positioning......Page 188
Goals and Objectives......Page 189
Action Plan......Page 190
Summary......Page 192
8 The Hospitality Product......Page 194
Facilitating Services......Page 195
Supporting Services......Page 197
First Impression: The Exterior......Page 198
Manipulating the Environment......Page 199
The Concept as Product......Page 201
Restaurant Concepts......Page 202
Hotel Concepts......Page 203
Branding......Page 204
CASE STUDY 8.1: What ’s in a Name? Brand Equity......Page 206
Types of Branding......Page 207
CASE STUDY 8.2: Cobranding Prototype: Lodging and Foodservice......Page 209
CASE STUDY 8.3: Birth of a New Brand......Page 211
Brands in Institutional Foodservice......Page 214
The Power of Branding......Page 215
Product Life Cycle......Page 216
Responses to Maturity......Page 218
New Product Functions......Page 219
Defining New Products......Page 220
New Product Development......Page 221
New Product Hazard: Cannibalization......Page 222
Summary......Page 223
9 Place in Hospitality Marketing: Distribution......Page 226
The Concept of Distribution......Page 227
Channels of Distribution......Page 228
The Need for Distribution in Lodging......Page 230
Reservation Systems in Lodging......Page 231
The Future of Reservations......Page 232
Lodging Channels of Distribution......Page 233
CASE STUDY 9.1: Selling Through Channels......Page 238
Franchising in Foodservice......Page 240
Intensive Distribution: Intercept Marketing......Page 242
Intermediaries......Page 243
CASE STUDY 9.2: Corporate Alliances......Page 244
Summary......Page 246
10 Place in Hospitality Marketing: Location......Page 250
Clustering......Page 251
Location Type: Freestanding or Part of a Larger Unit......Page 252
Colocation......Page 253
Funnel or Magnet?......Page 254
Restaurant Location Evaluation......Page 256
CASE STUDY 10.1: Location and Site Analysis with GIS......Page 259
Restaurant Site Evaluation......Page 261
Site Evaluation......Page 264
Competitive (Supply) Analysis......Page 265
CASE STUDY 10.2: Lodging Supply and Demand by Location......Page 266
Informed Judgment......Page 267
Summary......Page 268
11 The Price of Hospitality......Page 270
Pricing Objectives......Page 271
Profit-Oriented Pricing Objectives......Page 272
Pricing in Nonprofit Operations......Page 274
Supply......Page 275
Competition......Page 276
Contribution Margin Pricing......Page 277
Demand-Based Pricing......Page 278
Selecting the Final Price......Page 279
Cost-Based Pricing......Page 281
Room Rate Range......Page 283
Yield Management......Page 285
Critical Areas of Yield Management......Page 286
CASE STUDY 11.1: Marriott International ’s Revenue Management System......Page 287
Package Prices......Page 288
Summary......Page 289
12 Marketing Communication:Advertising......Page 292
Communication Mix......Page 293
Product Life Cycle......Page 294
Decision-Making Process......Page 295
Stimulating Demand......Page 296
Hierarchy of Objectives......Page 14
Image Versus Promotional Advertising......Page 299
Measurable Objectives......Page 300
Target......Page 301
Message: Unique Selling Proposition......Page 303
Advertising Media Characteristics and Alternatives......Page 306
CASE STUDY 12.1: City Buses as Moving Billboards......Page 312
Timing......Page 315
Advertising Agencies......Page 316
Summary......Page 317
13 Marketing Communication: Sales Promotion,Public Relations/Publicity, and Personal Selling......Page 320
Sales Promotion......Page 321
Types of Sales Promotion......Page 322
Publicity......Page 327
CASE STUDY 13.1: Corporations Care!......Page 329
The Cost-Effectiveness of PR and Publicity......Page 331
Personal Selling and the Sales Process......Page 332
Prospecting......Page 333
Planning the Sales Call......Page 334
The Presentation......Page 336
Closing the Sale......Page 337
Follow-up......Page 339
Summary......Page 340
14 Marketing at the Unit Level......Page 342
Customers......Page 344
Competition......Page 345
Database Marketing......Page 348
Local Marketing in Foodservice......Page 350
Why Is Local Marketing in Foodservice Growing?......Page 351
Local Marketing Issues for Chain Restaurants......Page 352
Establishing a Local Marketing Program......Page 353
CASE STUDY 14.1: Menu Merchandising......Page 358
Property-Level Marketing in Lodging......Page 364
Promotion: Marketing Communication......Page 365
CASE STUDY 14.2: Marketing via Books of Historical Fiction......Page 367
Summary......Page 368
Index......Page 370