New PDF release: Hospitality Marketing: An Introduction

By David Bowie, Francis Buttle

ISBN-10: 008047294X

ISBN-13: 9780080472942

ISBN-10: 0750652454

ISBN-13: 9780750652452

Hospitality advertising: an advent takes a special method of outlining advertising techniques within the hospitality industry.Ideal for these new to the subject of promoting, this article contextualises the topic for the hospitality area. It discusses the 8 components of the promoting combine with direct connection with the specifics of the hospitality and ways the entire approach in 3 phases, as may the hospitality advertising and marketing manager:* ahead of buyers stopover at the inn / eating place, the selling activity is to investigate the marketplace, deal with shopper expectancies and inspire trial buy via product / provider improvement, pricing, position, distribution and advertising and marketing communication.* through the provider stumble upon, the duty is to fulfill or exceed client expectation by means of handling the actual proof, carrier tactics and worker behaviour.* AFTER the provider stumble upon, the duty is to audit caliber and shopper pride, and advertise an extended time period at the same time valuable courting with consumers via dating advertising and marketing initiative.Hospitality advertising and marketing is a whole studying source, with real-life examples, case experiences and workouts within the textual content, plus an accompanying site which gives strategies to the workouts, additional case stories and hyperlinks to appropriate websites to aid either scholars and teachers. * Contextualises the promoting combine for the hospitality industry.* comprises real-life examples, mini case stories and workouts to light up research and support knowing.

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Extra resources for Hospitality Marketing: An Introduction

Example text

Because the choice of location is the first and crucial marketing decision for hospitality companies, this text includes location as one of the main elements of the marketing mix. Location decisions focus on where the hospitality business should build, buy, franchise or rent the site(s) from which it operates. Price The pricing decisions a hospitality organization makes include: ᭹ ᭹ ᭹ ᭹ Setting the tariff, or rack rates Agreeing the level of discounts for key accounts Pricing all-inclusive packages (conferences, functions and leisure breaks) Developing special priced promotions to increase sales during low season periods.

Grönroos, C. (1994). From marketing mix to relationship marketing: towards a paradigm shift in marketing. Management Decision, 32(2), 4–20. Hotel Marketing Association and BDRC (2000). Introduction to hospitality marketing 33 Kotler, P. (1999). Kotler on Marketing. Simon and Schuster, pp. xiii. Kotler, P. (2000). Marketing Management. Prentice Hall. , Bowen, J. and Makens, J. (2003). Marketing for Hospitality and Tourism, 3rd edn. Prentice Hall. Levitt, T. (1960). Marketing myopia, Harvard Business Review, 38, 45–56.

Levitt, T. (1960). Marketing myopia, Harvard Business Review, 38, 45–56. Lewis R. C. and Chambers, R. E. (2000). Marketing Leadership in Hospitality: Foundations and Practice. John Wiley. Middleton, V. T. C. and Clarke, J. (2000). Marketing in Travel and Tourism. Butterworth-Heinemann. Part B Pre-encounter marketing Chapter 2 Marketing research Chapter Objectives After working through this chapter, you should be able to: ᭿ Explain the role marketing research plays in developing marketing strategies for hospitality organizations ᭿ Identify sources of information available for marketing research in hospitality organizations ᭿ Describe secondary and primary research activities ᭿ Explain the differences between qualitative and quantitative research methods ᭿ Recognize how bias and sampling errors can distort marketing research findings.

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Hospitality Marketing: An Introduction by David Bowie, Francis Buttle

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