Lodging Inductry - 24737 Words

CHAPTER 1 Introduction: Marketing for Hospitality and Tourism CHAPTER OVERVIEW This chapter begins by explaining the business philosophy of marketing. Marketing is not a function that is only carried out by the marketing department, but rather a way of doing business. The main focus of marketing is the customer; this customer orientation must be integrated throughout the organization. Next is a discussion of how customer satisfaction leading to profits is the central goal of hospitality and tourism marketing. It is wise to assess the customer’s long-term value and take appropriate actions to ensure a customer’s long-term support. Finally, the chapter introduces the various components of the marketing mix: promotion,†¦show more content†¦Satisfaction is determined by how well the product meets the customer’s expectations for that product. Quality is the totality of features and characteristics of a product that bear on its ability to meet customer needs. Examples: Use Ritz Carlton, Domino’s and Hampton Inn to illustrate value. Use Satisfaction and Customer behavior chart to illustrate satisfaction. Use examples of TQM and ROQ to illustrate quality. See â€Å"Value, Satisfaction, and Quality†. Supportive PowerPoint Slides: 1-7 to 1-11, 1-14. Objective: 4. Discuss how marketing managers go about developing profitable customer relationships. Recommended Ideas: In order to make business decisions with customers in mind, it is important to understand their needs, wants, and demands. It is important that products are designed to offer value, satisfaction, and quality in order to create and retain customers and maintain or increase profitability. Examples: Use examples on textbook â€Å"great leaders† section, such as Buffalo Statler, which was the first middle class hotel to have a bath in every room and was one of the first hotels to have a phone in every room. McDonald’s formula, QSC V: quality, service, cleanliness, and value. Ralph Hitz was first to develop a customer database which facilitates maintaining long-term relationship with customers and developing customer loyalty. Supportive PowerPoint slides: 1-1, 1-11 to 1-17. Objective: 5. Understand how the marketing concept calls for