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Chapter 1 Marketing—Everybody’s Job Hospitality Marketing Goods Service Part-time marketer Three Approaches to the Market Product orientation Sales orientation Marketing orientation Marketing 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 Target market Marketing mix – Product – Price – Place – Promotion 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 Operations Cost control Long lead time Compatibility Marketing Maximizing revenue Urgency Creativity Internal Marketing 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 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 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 Functional Geographic Market Product