Download Hospitality Marketing

Chapter 1
Marketing—Everybody’s Job
Hospitality Marketing
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Goods
Service
Part-time marketer
Three Approaches to the Market
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Product orientation
Sales orientation
Marketing orientation
Marketing
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The process of planning and executing
the conception, pricing, promotion, and
distribution of ideas, goods, and
services to create exchanges that
satisfy individual and organizational
goals.
Marketing
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Target market
Marketing mix
– Product
– Price
– Place
– Promotion
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A social force
A Traditional Organizational
Structure
General
Manager
Operations
Human
Resources
Finance
and Accounting
Marketing
The Service Management Trinity
Marketing
Operations
CUSTOMERS
Human Resources
Potential Conflicts between
Marketing and Operations
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Operations
Cost control
Long lead time
Compatibility
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Marketing
Maximizing revenue
Urgency
Creativity
Internal Marketing
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Applying the philosophy and practices
of marketing to the people that serve
the external customer so that
– the best possible people can be employed
and retained
– they will do the best possible work
Internal Marketing
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Viewing employees as internal
customers, viewing jobs as internal
products, and designing these products
to better meet the needs of these
customers.
Organization the Marketing Unit
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Functional
Geographic
Marketing Department:
Geographic Organization
Chief Operating
Officer
Other Staff
Departments
Operations
Vice President
Marketing
Vice President
Area Operations
Director
Area Operations
Director
Area Operations
Director
Area Operations
Director
Area Marketing
Director
Area Marketing
Director
Area Marketing
Director
Area Marketing
Director
Organization the Marketing Unit
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Functional
Geographic
Market
Product