Efnisyfirlit

• Title Page
• Copyright
• Dedication
• Brief Contents
• Contents
• To the Student
• Preface
• About the Authors
• Part I. Defining Hospitality and Tourism Marketing and the Marketing Process
  • 1. Creating Customer Value and Engagement Through Marketing for Hospitality and Tourism
    • Your Passport to Success
    • Customer Orientation
    • What Is Hospitality and Tourism Marketing?
    • Marketing in the Hospitality and Travel Industries
      • Importance of Marketing
      • Tourism Marketing
      • Definition of Marketing
      • Marketing Highlight 1.1 How Four Seasons Hotels and Resorts delights its customers
      • The Marketing Process
    • Understanding the Marketplace and Customer Needs
      • Customer Needs, Wants, and Demands
      • Market Offerings: Tangible Products, Services, and Experiences
      • Customer Value and Satisfaction
      • Exchanges and Relationships
      • Markets
    • Designing Customer Value-Driven Marketing Strategy
      • Selecting Customers to Serve
      • Marketing Management Orientations
    • Preparing an Integrated Marketing Plan and Program
    • Managing Customer Relationships and Capturing Value
      • Customer Relationship Management
      • Customer Engagement and Today’s Digital and Social Media
      • Partner Relationship Management
    • Capturing Value from Customers
      • Customer Loyalty and Retention
      • Growing Share of Customer
      • Building Customer Equity
    • The Changing Marketing Landscape
      • The Digital Age: Online, Social Media, and Mobile Marketing
      • Sustainable Marketing—the Call for More Environmental and Social Responsibility
      • Rapid Globalization
      • Co-Creation
      • The Sharing Economy
    • Welcome to Marketing: Your Passport to Becoming a Successful Manager
    • Chapter Review
    • In-Class Group Exercises
    • Experiential Exercises
    • References
  • 2. Services Marketing Concepts Applied to Marketing for Hospitality and Tourism
    • The Service Culture
    • Characteristics of Service Marketing
      • Intangibility
      • Tangible Evidence
      • Inseparability
      • Variability
      • Perishability
    • The Service Profit Chain
    • Management Strategies for Service Businesses
      • Managing Service Differentiation
      • Managing Service Quality
      • Marketing Highlight 2.1 Service differentiation is harder to achieve, yet some manage through art
      • Managing Service Productivity
      • Resolving Customer Complaints
      • Marketing Highlight 2.2 Recommendations for improving service quality
      • Managing Employees as Part of the Product
      • Managing Perceived Risk
      • Managing Capacity and Demand
    • Chapter Review
    • In-Class Group Exercises
    • Experiential Exercises
    • References
  • 3. Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
    • Nature of High-Performance Business
      • Stakeholders
      • Processes
      • Resources
      • Organization
    • Corporate Strategic Planning: Defining Marketing’s Role
      • Defining the Corporate Mission
      • Setting Company Objectives and Goals
      • Designing the Business Portfolio
      • Marketing Highlight 3.1 AccorHotels group: Marriage with onefinestay, a luxury vacation rental platf
    • Planning Marketing: Partnering to Build Customer Relationships
      • Partnering with Other Company Departments
      • Partnering with Others in the Marketing System
    • Marketing Strategy and the Marketing Mix
      • Customer Value-Driven Marketing Strategy
      • Developing an Integrated Marketing Mix
    • Managing the Marketing Effort
      • Marketing Analysis
      • Goal Formulation
      • Marketing Planning
      • Implementation
      • Feedback and Control
    • Measuring and Managing Return on Marketing Investment
    • Chapter Review
    • In-Class Group Activities
    • Experiential Exercises
    • References
• Part II. Understanding the Marketplace and Customer Value
  • 4. Analyzing the Marketing Environment
    • The Company’s Environment
    • The Microenvironment
      • The Company
      • Existing Competitors
      • Suppliers
      • Marketing Intermediaries
      • Customers
      • Publics
    • The Company’s Macroenvironment
      • Competitors
      • Marketing Highlight 4.1 Go Tokyo–Making Tokyo the world’s choice by destination digital marketin
      • Demographic Environment
      • The Changing American Family
      • Economic Environment
      • Natural Environment
      • Technological Environment
      • Political Environment
      • Cultural Environment
    • Responding to the Marketing Environment
      • Environmental Scanning
    • Chapter Review
    • In-Class Group Activities
    • Experiential Exercises
    • References
  • 5. Managing Customer Information to Gain Customer Insights
    • Marketing Information and Customer Insights
      • Marketing Information and Today’s “big Data”
      • Managing Marketing Information
    • The Marketing Information System
      • Assessing Information Needs
      • Developing Marketing Information
    • Marketing Research
      • Defining the Problem and Research Objectives
      • Developing the Research Plan
      • Marketing Highlight 5.1 Ethnographic research: Watching what consumers really do
      • Marketing Highlight 5.2 ZMET: Getting into the heads of consumer
      • Marketing Highlight 5.3 Pros and cons of online research
      • Marketing Highlight 5.4 A “questionable” questionnaire
      • Implementing the Research Plan
      • Interpreting and Reporting the Findings
      • Marketing Highlight 5.5 Research problem areas
      • Marketing Highlight 5.6 HSMAI’s Knowledge Center: A great source of marketing information
    • International Marketing Research
    • Marketing Research in Smaller Organizations
    • Chapter Review
    • In-Class Group Activities
    • Experiential Exercises
    • References
  • 6. Consumer Markets and Consumer Buying Behavior
    • A Model of Consumer Behavior
    • Personal Characteristics Affecting Consumer Behavior
      • Cultural Factors
      • Social Factors
      • Marketing Highlight 6.1 Ayam Brand’s social media influencer campaign
      • Personal Factors
      • Psychological Factors
      • Marketing Highlight 6.2 Sensory marketing—A powerful tool for hospitality businesses
    • The Buyer Decision Process
      • Need Recognition
      • Information Search
      • Evaluation of Alternatives
      • Purchase Decision
      • Postpurchase Behavior
      • Marketing Highlight 6.3 Unique aspects of hospitality and travel consumers
    • Chapter Review
    • In-Class Group Exercises
    • Experiential Exercise
    • References
  • 7. Organizational Buyer Behavior
    • The Organizational Buying Process
      • Business Markets
      • Market Structure and Demand
      • Nature of the Buying Unit
      • Types of Decisions and the Decision Process
    • Participants in the Organizational Buying Process
    • Major Influences on Organizational Buyers
    • Organizational Buying Decisions
      • 1. Problem Recognition
      • 2. General Need Description
      • 3. Product Specification
      • 4. Supplier Search
      • 5. Proposal Solicitations
      • 6. Supplier Selection
      • 7. Order-Routine Specification
      • Marketing Highlight 7.1 Corporate procurement’s involvement in purchasing meetings
      • 8. Performance Review
      • E-Procurement and Online Purchasing
      • Business-to-Business Digital and Social Media Marketing
    • Hospitality Group Markets
      • Conventions
      • Convention Bureaus
    • Association Meetings
      • Corporate Meetings
      • Small Groups
      • Incentive Travel
      • SMERFs
      • Marketing Highlight 7.2 Green meetings about Green Hospitality
      • Segmentation of Group Markets by Purpose of the Meeting
      • Restaurants as a Meeting Venue
    • Dealing with Meeting Planners
    • Chapter Review
    • In-Class Group Exercises
    • Experiential Exercise
    • References
  • 8. Customer-Driven Marketing Strategy: Creating Value for Target Customers
    • Markets
    • Market Segmentation
      • Geographic Segmentation
      • Demographic Segmentation
      • Marketing Highlight 8.1 Children want pets, but parents don’t
      • Psychographic Segmentation
      • Marketing Highlight 8.2 W Hotels: A lifestyle hotel
      • Behavioral Segmentation
      • Marketing Highlight 8.3 Euro Space Center: Targeting teachers and corporates
      • Using Multiple Segmentation Bases
      • Requirements for Effective Segmentation
    • Market Targeting
      • Evaluating Market Segments
      • Selecting Market Segments
      • Choosing a Market-Coverage Strategy
    • Market Positioning
      • Positioning Strategies
      • Choosing and Implementing a Positioning Strategy
      • Differentiating Competitive Advantages
      • Choosing the Right Competitive Advantages
      • Selecting an Overall Positioning Strategy
      • Communicating and Delivering the Chosen Position
      • Positioning Measurement: Perceptual Mapping
    • Chapter Review
    • In-Class Group Activities
    • Experiential Exercise
    • References
• Part III. Designing Customer Value-Driven Strategy and Mix
  • 9. Designing and Managing Products and Brands: Building Customer Value
    • What Is a Product?
    • Product Levels
      • Core Products
      • Facilitating Products
      • Supporting Products
      • Augmented Product
    • Branding Strategy
      • Building Strong Brands
      • Brand Equity and Brand Value
      • Brand Positioning
      • Brand Name Selection
      • Leveraging Brands
      • Brand Portfolios
      • Marketing Highlight 9.1 Extending your brand to China: What name do you use?
    • The New-Product Development
      • Idea Generation
    • Idea Screening
      • Concept Development and Testing
      • Marketing Strategy
      • Business Analysis
      • Product Development
      • Test Marketing
      • Commercialization
    • Product Life-Cycle Strategies
      • Introduction Stage
      • Growth Stage
      • Maturity Stage
      • Decline Stage
      • Product Deletion
    • International Product and Service Marketing
    • Chapter Review
    • In-Class Group Exercises
    • Experiential Exercises
    • References
  • 10. Internal Marketing
    • Internal Marketing
      • Post Face-to-Face Guest Relations
      • Marketing Highlight 10.1 Hotel Okura Amsterdam’s five-star community
    • The Internal Marketing Process
      • Establishment of a Service Culture
      • Development of a Marketing Approach to Human Resources Management
      • Dissemination of Marketing Information to Employees
      • Marketing Highlight 10.2 Internal marketing in action: Lewis Hotels
    • Chapter Review
    • In-Class Group Exercises
    • Experiential Exercise
    • References
  • 11. Pricing: Understanding and Capturing Customer Value
    • Factors to Consider When Setting Prices
      • Internal Factors Affecting Pricing Decisions
      • External Factors Affecting Pricing Decisions
      • Competitors’ Prices and Offers
    • General Pricing Approaches
      • Cost-Based Pricing
      • Break-Even Analysis and Target Profit Pricing
      • Value-Based Pricing
      • Competition-Based Pricing
    • Pricing Strategies
      • New-Product Pricing Strategies
      • Existing-Product Pricing Strategies
    • Revenue Management
      • Marketing Highlight 11.1 Segmented pricing: The right product to the right customer at the right tim
      • Dynamic Pricing
      • BAR Pricing
      • Rate Parity
      • Nonuse of Revenue Management
      • Overbooking
    • Psychological Pricing
      • Price Endings
      • Promotional Pricing
      • Value Pricing—Low Price Approach
      • Marketing Highlight 11.2 Ryanair uses value pricing to attract customers and gains revenue from extr
    • Price Changes
      • Initiating Price Changes
      • Responding to Price Changes
    • Chapter Review
    • In-Class Group Exercises
    • Experiential Exercise
    • References
  • 12. Distribution Channels Delivering Customer Value
    • Partnering to Add Value
      • Supply Chains and the Value Delivery Network
      • Nature and Importance of Distribution Systems
      • Nature of Distribution Channels
    • Hospitality Distribution Channels
      • Direct Channels
      • Online Travel Agencies
      • Global Distribution Systems
      • Travel Agents
      • Marketing Highlight 12.1 Changing market dynamics
      • Travel Wholesalers and Tour Operators
      • Specialists: Tour Brokers, Motivational Houses, and Junket Reps
      • Hotel Representatives
      • National, State, and Local Tourist Agencies
      • Consortia and Reservation Systems
      • Restaurant Distribution Channels
    • Channel Behavior and the Organization
      • Channel Behavior
      • Channel Organization
      • Marketing Highlight 12.2 Restaurant franchising
    • Channel Management
      • Selecting Channel Members
      • Determining Responsibilities of Channel Members
      • Selecting Business Location
    • Chapter Review
    • In-Class Group Exercises
    • Experiential Exercises
    • References
  • 13. Engaging Customers and Communicating Customer Value and Advertising
    • The Promotion Mix
    • Integrated Marketing Communications
      • The New Marketing Communications Model
      • Marketing Highlight 13.1 Thanks, just don’t call it advertising: It’s content marketing
      • The Need for Integrated Marketing Communications
    • Developing Effective Marketing Communication
      • A View of the Communication Process
    • Steps in Developing Effective Communications
      • Identifying the Target Audience
      • Determining the Communication Objective
      • Designing the Message
      • Selecting Communication Channels
      • Marketing Highlight 13.2 Thank you—A great personal communication
      • Selecting the Message Source
      • Collecting Feedback
    • Setting the Total Promotion Budget and Mix
      • Setting the Total Promotional Budget
      • Shaping the Overall Promotion Mix
    • Advertising
      • Major Decisions in Advertising
      • International Advertising Decisions
    • Chapter Review
    • In-Class Group Exercises
    • Experiential Exercises
    • References
  • 14. Promoting Products: Public Relations and Sales Promotions
    • Public Relations
      • Major Activities of PR Departments
      • Marketing Highlight 14.1 Extreme Sports bring publicity and tourists
      • Publicity
    • The Public Relations Process
      • Conducting Research
      • Establishing Marketing Objectives
      • Defining the Target Audience
      • Choosing the PR Message and Vehicles
      • Implementing the Marketing PR Plan
      • Evaluating PR Results
    • PR Opportunities for the Hospitality Industry
      • Promoting Individual Properties
      • Promoting via Storytelling
      • Crisis Management
      • Marketing Highlight 14.2 Cheshire’s Best Kept Stations, Cheshire, United Kingdom
      • Sales Promotion
      • Local Area Marketing (Neighborhood Marketing)
    • Chapter Review
    • In-Class Group Exercises
    • Experiential Exercise
    • References
  • 15. Professional Sales
    • Results
    • Management of Professional Sales
    • Nature of Hospitality Sales
      • Competitive Analysis and Competitive Sets
    • Sales Force Objectives
      • Sales Volume
      • Upselling and Second-Chance Selling
      • Market Share or Market Penetration
      • Product-Specific Objectives
    • Sales Force Structure and Size
      • Territorial-Structured Sales Force
      • Market-Segment-Structured Sales Force
      • Market-Channel-Structured Sales Force
      • Customer-Structured Sales Force
      • Combination-Structured Sales Force
      • Sales Force Size
    • Organizing the Sales Department
      • Inside Sales Force
      • Field Sales Force
      • Team Sales
    • Relationship Marketing and Strategic Alliances
    • Recruiting and Training a Professional Sales Force
      • Importance of Careful Selection
      • Establishing a Profile of Desired Characteristics Matching the Corporate Culture
      • Matching Career Acquisitions with Corporate Objectives
      • Sales Force Training
    • Managing the Sales Force
      • Selecting Sales Strategies
      • Sales Force Tactics: Principles of Personal Selling
      • Motivating a Professional Sales Force
      • Evaluation and Control of a Professional Sales Force
      • Peer-to-Peer Sales
      • Networking
    • Social Selling: Online, Mobile, and Social Media Tools
      • Social Selling: Online, Mobile, and Social Media Tools
    • Chapter Review
    • In-Class Group Exercises
    • Experiential Exercise
    • References
  • 16. Direct, Online, Social Media, and Mobile Marketing
    • Direct and Digital Marketing
      • The New Direct-Marketing Model
      • Benefits of Direct and Digital Marketing to Buyers and Sellers
      • Forms of Direct and Digital Marketing
    • Digital and Social Media Marketing
      • Marketing, the Internet, and the Digital Age
      • Online Marketing
      • Social Media Marketing
      • Mobile Marketing
    • Customer Databases and Traditional Direct Marketing
      • Database Uses
      • Personalization, Disclosure of Information, and Value for the Customers
    • Relationship Marketing and Loyalty Programs
      • Benefits of Customer Relationship Management
      • Loyalty Programs
    • Traditional Forms of Direct Marketing
      • Direct-Mail Marketing
      • Telephone Marketing
      • Kiosk Marketing
      • Interactive TV
    • Online Privacy and Security
    • Chapter Review
    • In-Class Group Exercises
    • Experiential Exercise
    • References
• Part IV. Managing Hospitality and Tourism Marketing
  • 17. Destination Marketing
    • Marketing Tourism Destinations
      • The Globalization of the Tourist Industry
      • The Tourism Destination
      • Destination Marketing System
      • Destination Competitiveness
      • Sustainable Tourism
    • Tourism Development and Investments
      • Marketing Highlight 17.1 Cuba tourism development: A time travel
      • Tourism Events and Attractions
      • Destination Life Cycle: Rejuvenating a Destination
    • Segmenting and Monitoring the Tourist Market
      • Agritourism
      • Space Tourism
      • Multiday Hiking and Religious Pilgrimages
      • Medical Tourism
      • Genealogical Tourism
      • Identifying Target Markets
      • Classification of Visitor Segments
      • Monitoring the Tourist Markets
    • Communicating with the Tourist Market
      • Competition for Visitors Involves Image Making
      • Branding Destinations
      • Effectiveness of Advertising/Promotion
      • Developing Packages of Attractions and Amenities
      • Creating and Managing Visitor Experiences
    • Organizing and Managing Tourism Marketing
      • National Tourism Organizations
      • Regional Tourist Organizations: State Associations and Convention and Tourist Bureaus
    • Chapter Review
    • Discussion Questions
    • Experiential Exercise
    • In-Class Group Activities
    • Appendix A: 2018 Travel and Tourism Competitiveness Index
    • References
  • 18. Next Year’s Marketing Plan
    • Purpose of a Marketing Plan
    • Preparing a Marketing Plan
      • Section I: Executive Summary
      • Section II: Corporate Connection
      • Section III: Environmental Analysis and Forecasting
      • Marketing Highlight 18.1 The Indigo Pearl Resort: Facebook strategy and planning the Indigo Pearl
      • Section IV: Segmentation and Targeting
      • Section V: Next Year’s Objectives and Quotas
      • Section VI: Action Plans: Strategies and Tactics
      • Section VII: Resources Needed to Support Strategies and Meet Objectives
      • Section VIII: Marketing Control
    • Presenting the Plan and Preparing for the Future
      • Section IX: Presenting and Selling the Plan
      • Section X: Preparing for the Future
    • Chapter Review
    • In-Class Group Exercises
    • Experiential Exercise
    • References
• Appendix A. The Five-Gap Model of Service Quality
• Appendix B. Forecasting Market Demand
• Case Studies
• Glossary
• Index

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