Transcript CHAPTER 1 Marketing Management Series Event

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CHAPTER 14
Hospitality and Recreation
Marketing Research Event
Purpose
 The Hospitality and Recreation Marketing Research
Event provides an opportunity for participants to
demonstrate skills needed by management
personnel.
 Hospitality and recreation marketing includes
marketing and management functions in a business
primarily engaged in satisfying customers’ desire to
make productive or enjoyable use of leisure time.
MARKETING
© 2009 South-Western, Cengage Learning
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CHAPTER 14
Hospitality and Recreation
Marketing Research Event
Scenario
 A customer service gap is the difference between
customers’ expectations of a service and the actual
service they receive.
 The Hospitality and Recreation Marketing Research
Event requires participants to select a hotel or
restaurant and analyze the customers’ perceptions
of service they receive from the business.
(continued on the next slide)
MARKETING
© 2009 South-Western, Cengage Learning
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CHAPTER 14
Hospitality and Recreation
Marketing Research Event
(continued from the previous slide)
Scenario
 Participants will survey current customers and
prospective customers to determine their
expectations of the hospitality business.
 Participants will then develop a customer
service/promotion campaign to expand the customer
base using the most cost-effective media available.
MARKETING
© 2009 South-Western, Cengage Learning
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CHAPTER 14
Hospitality and Recreation
Marketing Research Event
Description
 Project can be completed by one to three members.
 You will have ten minutes to present your project and
five minutes to answer the judge’s questions.
 The written project consists of the following parts:
 Executive Summary
 Introduction
 Research Methods Used in the Advertising Media Analysis
 Findings and Conclusions
 Proposed Institutional Promotion Campaign
 Bibliography and Appendix
MARKETING
© 2009 South-Western, Cengage Learning
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CHAPTER 14
Hospitality and Recreation
Marketing Research Event
Performance Indicators Evaluated
 Design an advertising media analysis.
 Conduct an advertising media analysis.
 Prepare an institutional promotion campaign to
improve public perception of a business.
 Analyze results from the research and identify the
most cost-effective advertising media available.
 Present the research findings and institutional
promotion campaign to the company.
MARKETING
© 2009 South-Western, Cengage Learning