Marketing for Hospitality and Tourism
Chapter 1 Introduction
Marketing for Hospitality and Tourism
©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Hospitality and Tourism, 4th edition Kotler, Bowen, and Makens
“Marketing is so basic that it cannot be considered a separate function. It is the whole of business seen from the point of view of its final result, that is, from the customers point of view…Business success is not determined by the producer, but by the customer.” -Peter Drucker
©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458
Marketing for Hospitality and Tourism, 4thTourism, 4th edition Marketing for Hospitality and edition Kotler, Bowen, and Makens Kotler, Bowen, and Makens
Course Overview
1.
2. 3. 4.
Understand the hospitality and tourism marketing process
Recognize developing hospitality and tourism marketing strategies Understand how to develop the hospitality and tourism marketing mix Comprehend managing hospitality and tourism marketing
Marketing for Hospitality and Tourism, 4thTourism, 4th edition Marketing for Hospitality and edition Kotler, Bowen, and Makens Kotler, Bowen, and Makens
©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458
Chapter Objectives
1. Understand the relationships between the world’s hospitality and travel industry
2. 3.
Define the role of marketing and discuss its core concepts Explain the relationship between customer value satisfaction and quality
©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458
Marketing for Hospitality and Tourism, 4thTourism, 4th edition Marketing for Hospitality and edition Kotler, Bowen, and Makens Kotler, Bowen, and Makens
Chapter Objectives
4. 5. Discuss how marketing managers go about developing profitable customer relationships Understand how the marketing concept calls for a customer orientation
©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458
Marketing for Hospitality and Tourism, 4thTourism, 4th edition Marketing for Hospitality and edition Kotler,
Marketing for Hospitality and Tourism
©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Hospitality and Tourism, 4th edition Kotler, Bowen, and Makens
“Marketing is so basic that it cannot be considered a separate function. It is the whole of business seen from the point of view of its final result, that is, from the customers point of view…Business success is not determined by the producer, but by the customer.” -Peter Drucker
©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458
Marketing for Hospitality and Tourism, 4thTourism, 4th edition Marketing for Hospitality and edition Kotler, Bowen, and Makens Kotler, Bowen, and Makens
Course Overview
1.
2. 3. 4.
Understand the hospitality and tourism marketing process
Recognize developing hospitality and tourism marketing strategies Understand how to develop the hospitality and tourism marketing mix Comprehend managing hospitality and tourism marketing
Marketing for Hospitality and Tourism, 4thTourism, 4th edition Marketing for Hospitality and edition Kotler, Bowen, and Makens Kotler, Bowen, and Makens
©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458
Chapter Objectives
1. Understand the relationships between the world’s hospitality and travel industry
2. 3.
Define the role of marketing and discuss its core concepts Explain the relationship between customer value satisfaction and quality
©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458
Marketing for Hospitality and Tourism, 4thTourism, 4th edition Marketing for Hospitality and edition Kotler, Bowen, and Makens Kotler, Bowen, and Makens
Chapter Objectives
4. 5. Discuss how marketing managers go about developing profitable customer relationships Understand how the marketing concept calls for a customer orientation
©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458
Marketing for Hospitality and Tourism, 4thTourism, 4th edition Marketing for Hospitality and edition Kotler,