Marketing for Hospitality and Tourism By:-Nipun Choudhry And Ayush madan

Competencies for Marketing in Hospitality and Tourism

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Describe and define the broad elements that constitute effective marketing practiced by todays hospitality and tourism leaders. Outline the scope, components, and economic significance of hospitality and tourism businesses. Explain the nature of service products and how their marketing challenges differ from tangible products.

Competencies for Marketing in Hospitality and Tourism (continued)

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Identify the four fundamental phases in the development of hospitality and tourism marketing, and describe the focus, goal, and basic orientation of each of these phases. Describe the consequences of the marketing orientation as a management philosophy and how this view breaks with traditional views.

Defining Hospitality and Tourism Marketing

Hospitality and tourism marketing is a total system designed to plan, price, promote, and make available to selected markets products and services in the form of benefits and experiences that create satisfied guests and achieve organizational objectives.

Hospitality and Tourism Segments

Food services Lodging services

Recreation services
Travel-related services Convention and meeting services

The Nature of Service Products

Intangibility

Inseparability
Variability Perishability

Core Marketing Concepts

2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

Marketing for Hospitality and Tourism, 4th edition Kotler, Bowen, and Makens

Characteristics of Services

Intangibility

Cant be seen, tasted, felt, heard, or smelled before purchase. Cant be separated from service providers.

Inseparability

Variability
Quality depends on who provides them and when, where and how.

Perishability

Cant be stored for later sale or use.

Management Strategies for Service Business

External marketing = company and customers Internal marketing = company and employees Interactive marketing = employees and customers

Importance of Marketing
Corporate giants have increased marketing importance for entire industry

Predicted hotel consolidation into 5 or 6 chains will create intense competition

Growing competitive pressures increasing importance of the Marketing Director

Development of H&T Marketing

Provider orientation phase Sales orientation phase Promotional orientation phase Marketing orientation phase

The Future of Marketing

Rapid changes make yesterdays techniques out-of-date All company departments are becoming involved in satisfying customers
A focus on internal as well as external marketing