Transcript Chapter 3 - Niagara University Alumni

MARKETING
& TRAV E L
H O S PI TALI TY
Chapter 3
The Hospitality and Travel
Marketing System
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
Many Different Approaches to
Defining Our Industry
1. It’s the hospitality industry!
2. It’s the travel and/or tourism industry!
3. It’s the restaurant or foodservice or
food service industry!
4. It’s the lodging industry!
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All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
Many Different Approaches to
Defining Our Industry (continued)
5. It depends on where you are!
6. It’s not an industry at all!
There’s no universally accepted definition
of our industry
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.
MARKETING
H O S PI TALI TY
& TRAV E L
Figure 3.1. Hospitality and travel marketing covers all these sectors of the industry.
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
The Systems Approach
Our industry is a macro-system set up to
meet all types of customers’ away-fromhome needs
Each organization has a micro-system to
market its services—a hospitality and
travel marketing system
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
Openness
Friction and
Disharmon
y
Complexity
and Variety
Interdependen
cy
Responsivene
ss
Competitivene
ss
Figure 3.2 Characteristics of hospitality and travel systems.
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
Where are
we now?
How do we
know if we
got there?
How do we
make sure we
get there?
Where would
we like to be?
How do we
get there?
Figure 3.3 Hospitality and travel marketing system model.
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
Four Fundamentals of the
Hospitality and Travel
Marketing System
1.
Strategic marketing planning
2.
Marketing orientation
3.
Differences between product and
services marketing
4.
Understanding customer behavior
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All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
Marketing Tasks
Planning
Research
Implementation
Control
Evaluation
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MARKETING
& TRAV E L
H O S PI TALI TY
Benefits of Using the Hospitality
and Travel Marketing System
1. Priority on planning
2. Logical flow of efforts
3. Better balance of marketing activities
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All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
Long- and Short-Term
Marketing Planning
Short-term = two years or less
Long-term = three to five years or more
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All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
Definition of Strategic Market Plan
A written plan for marketing a hospitality
and travel organization covering a period
of three to five years in the future
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
Definition of Marketing Plan
A written, short-term plan—for a period
of two years or less—which details how a
hospitality or travel organization will use
its marketing mix to achieve its marketing
objectives
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.