Marketing and Communication: The Cornerstones

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Transcript Marketing and Communication: The Cornerstones

Hotel Marketing and Communication
The Cornerstones
Copyright
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Marketing Basics
 Marketing Concept
– the idea that businesses must satisfy customer needs
and wants in order to make a profit
 Marketing
– the creation, management, and selling of products
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Products
Goods
• Tangible, hold or touch
• examples: T-shirts,
furniture
Services • Intangible, can’t touch
• examples: spa, miniature
golf
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Marketing Process
Identify the
customer
Market
Segmentation
Determine
customer’s
wants
Target
Marketing
Make the
right
product…
Product
Management
…at the
right
place…
Place
(Distribution)
…at the
right price
Price
Management
Communicate
to the
customer
Promotion
The Marketing Mix
(4 P’s of Marketing)
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Identifying the Customer
• Market – All potential customers
– share common needs and wants
– have the ability and willingness to buy
• Marketers can conduct research to
identify a target market
• Identifying a target market is achieved
through market segmentation
• The strength of a marketing mix
depends on two things:
– How well the target market is defined
– How well all marketing decisions are
directed toward that target market
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Determine What the Customer Wants

Wants are determined by
segmentation and research
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Marketing Mix
Product
Place
(Distribution)
Marketing
Mix
Price
Promotion
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Make the Right Product…
•
•
•
•
Obtaining
Developing
Maintaining
Improving
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Product Strategies
•
•
•
•
•
•
•
Amenities
Benefits
Branding
Features
Image
Packaging
Services
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…at the Right Place
Location,
location,
location!
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…at the Right Price
•
•
•
•
Complex decision
Non-price
Revenue Management Software
Strategies include:
– based on demand
– competitors
– image
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Communicate to the Customer
Advertising
Sales Promotion
- print
- broadcast
- coupons, rebates,
discounts
- frequent buyers program
Interactive
-website
- social media
Personal Selling
- suggestive and group
- telecommunication
Public Relations
- press releases/kits
- media relationships
Personal
Selling
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Communication
• Beyond Promotion to direct
communication
• Verbal
– face-to-face
– telephone
• Non-verbal
– body language
– facial expressions
– writing – letters, email, text
• Interpreting cues
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The Marketing Plan
• Marketing goals
• How to achieve the goals
• Strategies
• 4 P interaction
• Competitor analysis
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References and Resources
Images:
• Microsoft Office Clip Art: Used with permission from
Microsoft.
Textbooks:
• Farese, Kimbrell, Woloszyk, (2002) Marketing Essentials,
Woodland Hills, California: Glencoe McGraw-Hill, Inc.
• Reynolds, Johnny Sue. (2010) Hospitality Services Food &
Lodging. Second. Tinley Park, Illinois: The Goodheart-Willcox
Company, Inc.
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