Transcript HospitalityMarketing_Lesson1_Presentation_020716x

AOHT
Hospitality Marketing
Unit 1, Lesson 1
What Is Marketing?
Copyright © 2008-2016 NAF. All rights reserved.
Marketing encompasses a range of activities
Marketing is the wide range of activities involved
in identifying and meeting the needs of your
customers, and attracting new customers, to get
sales and profit in return.
What activities did you learn about in Principles of
Hospitality and Tourism that fit this description?
The Four Ps are one way to think about marketing
Advertising and
public relations are
part of promotion.
Product
Marketing
Pricing
Promotion
Advertising
Public
Relations
Place
The 4 P’s of Marketing
(Marketing Mix)
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1. PRODUCT:
Defines the features of a
product that meet the
needs of the consumer.
The purpose, style, and
quality of the product are
among the product’s
features that are
importance to marketing.
2. PRICE
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Many decisions need to be made regarding a product’s
cost, including its wholesale, retail, and discount
prices.
Many factors go into determining a product’s cost as
well including supply, demand, trends, popularity,
geographic area, cost of living, etc.
3. PLACE
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Includes where a consumer can buy a product, how it’s
placed relative to other products, and how the product
gets to the places where it’s sold.
Also known as “distribution” and involves all the
logistical aspects of transportation from the
manufacturer all the way to the ultimate consumer.
4. PROMOTION
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Promotion includes informing, persuading, and
reminding people about it’s products.
It’s purpose is also to create a favorable impression of
the product so that they are more likely to buy it.
Includes all forms of advertising, PR, personal selling,
and sales promotion (unique) Known as the Advertising
Mix.
Today, many marketers add three more Ps
Why do you think modern-day marketing needs Seven Ps
instead of the original Four Ps?
Should there be 7 P’s of
Marketing?
5. PEOPLE:
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All the people involved in selling; as well as customers
6. PROCESS:
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Delivering high-quality customer service and products
results in high degrees of customer satisfaction.
7. PHYSICAL ATTRIBUTES:
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Include qualities and features of something
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What a customer will experience if he/she buys your
service
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What it looks/feels/smells like, etc.
Marketing should be part of developing a new product
Without marketing, a potential customer will never find out
about your product or, worse yet, your product might wind
up to be something nobody wants to buy.
Why do you think it’s important to think about marketing
when you first invent a product? How can you learn from a
customer’s mistakes and complaints?
Advertising is any paid-for mass communication activity
This billboard is an example of advertising.
What are the advantages of using this sign to advertise a sale?
Purpose of Advertising
To persuade the consumer into taking action (buy)
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Ex. You see an ad for a running shoe; then go online
to buy using a discount code
Uses a wide variety of forms/methods
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Ex. Newspapers, TV, magazines, banner and pop up
ads on line, flyers, billboards, radio, sides of bus,
magnets on cars, ETC.
Reach a wide audience
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Must use effective target marketing to reach the
INTENDED audience
Online/Social Media Marketing
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Mobile ads, pay-per-click, text messenging, FB ads,
cookies let advertising see consumers shopping habits
Public relations is the creation of good publicity in
the media
“Mayor Cuts Ribbon at New
Hotel”
“Local Restaurant Owner
Speaks at Luncheon on Women
in Business”
“Winning Baseball Team
Sponsored by Travel Agency”
All of these headlines are examples of public relations.
How do you think these stories might help their businesses?
PUBLIC RELATIONS
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All PR is not “free”…many efforts are put into “creating
worthy stories” and campaigns.
Not all publicity is “Good.” Can be difficult to manage
especially with all of the social media influence.
Purpose is to get the name out in a positive way;
creates concept of “goodwill” in eyes of consumer
Can manage a crisis (fire at a hotel) A PR rep can work
with the mass media to insure that correct information
is sent to the public
Strategy lies behind successful marketing
Why would creating a strategy be important in marketing a
product?
Strategy= planned approach to meet
marketing goals. BIG PICTURE
THE BIG PICTURE IS:
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Knowing WHAT the
product is
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Knowing WHO you want
the customer to be
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HOW MUCH of the
product you want to sell
in a period of time
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WHAT price you want to
charge
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HOW the product will
look, taste, etc.
The strategy includes a plan to meet marketing goals
Your marketing philosophy guides your plan
Here’s an example of a marketing philosophy in action
Brittany’s aunt and uncle run a bed and
breakfast. Their most popular package is
a Romantic Weekend Getaway, but
they feel as if it
could be a bigger
moneymaker for
their business.
If their business follows a product-based philosophy, what do
you think they will do to make the package more successful?
What if they follow a sales-based philosophy?
What if they follow a market-based philosophy?
Hospitality marketing has its own unique set of
challenges and opportunities
Marketing a new hotel is
very different from
marketing a new toy, car,
shampoo, or housing
development, but they all
require a marketing
philosophy and a strategy
based on product, price,
promotion, place.
How might marketing for hospitality and tourism might be
different from marketing other kinds of products?