Download Marriott

Marketing
 What is Marketing?
 Segmentation and Marketing
 Marketing Services
What is Marketing
 Human activity directed towards
satisfying needs and wants through
“exchange” processes
What is Marketing
 A social and managerial process by
which individuals and groups obtain
what they need and want through
creating, offering and exchanging
products of value with others
What is Marketing
 Marketing, like many other terms
associated with recreation and leisure,
is not easily defined
 Ideas about marketing have changed
over time
 One might simply define marketing as
“anything that facilitates exchange”
What is Marketing
 Please note that marketing and selling
are not the same thing!
 Marketing is often given negative
association based on its confusion with
selling
Identifying A Market
 Markets are identified in numerous
ways:
 Looking at existing products
 Listening to consumer
complaints/suggestions
 Demographic trends
 Direct consumer solicitation
Market Segmentation
 Once a market is identified, the market
is then divided into segments
 This division leads to an identification
of subgroups of the larger market as
being made up of clusters of people
with like qualities
Target Marketing
 Once segments are identified and labeled,
products can be marketed at a particular
segment. This is called target marketing.
 Target marketing is more effecting than
general blanket marketing in that there is an
indication that your market is clearly
interested in your product.
Target Marketing
 For many scholars, target marketing is the
only true marketing based on its preidentification of a select market
 Often blanket marketing may be used in
advance to help identify a particular market
segment (consumer response, surveys, etc
may be used)
Positioning
 The combination between the
selected target market and the
appropriate market mix (see 4Ps)
Marketing Services
 As discussed before, resorts often
market services or experiences, rather
than goods products
 Because of their intangible quality,
service products and experiential
products may require special
marketing techniques
4Ps of Marketing





Product
Price
Place
Promotion
(Oddly enough, the customer is not
part of the traditional 4Ps of marketing)
4Ps of Marketing
 The 4Ps may not be sufficient given
that the customer is present during the
service production and delivery
process
 The customer will encounter the
“service factory” and other people
that may impact the subjective quality
of the service product
3 Additional Ps
 Physical Evidence
 Process (and Procedure)
 People
Physical Evidence
 There are always tangible aspects of
the service product:




Appearance and condition of facilities
Hotel rooms
Restaurants
The kind of car your lawyer drives???
Physical Evidence
 Service products may be difficult to
appreciate at a later date (unlike goods
products)
 Service providers often supply tangible
reminders of the service




T-shirts
Post cards
Bath robes
Other souvenirs
Process and Procedure
 Processes often affect the nature of a
service product more than a goods product
 The more restrictive the process, the more
likely the customer will be unsatisfied




Penalties for late bookings
Restaurant dress codes
Rules of conduct
Hours of use
People
 Possible the most important of the Ps
 People can include the employees of
the service provider as well as the
customers
People
 In the purchase of goods products, the
attitude or appearance of the
personnel manufacturing the product
is of little interest and most likely not
apparent (except when Nike or some
other company is accused of sweat
shopping)
People
 Other customers purchasing the same
good are encountered only during the
purchase process itself (unlike a
service product…say a theme
park…where other customers are
encountered continually and may
greatly affect the environment and
ultimately the satisfaction levels of that
product)
People
 The consumer’s own temperament or
recent experiences are much less likely
to affect the performance of a good’s
product
Key Terms
 Satisfaction
 Quality
 Value
Market Segmentation Magic
 Wal-Mart
 Disney Cruise Lines
Wal-Mart
Brand Distinction
 Hotels use brands to attract different
audiences
 Brands may be created within one
hotel chain, or a chain may buy
another chain, which gives them
additional brands
Brand Distinction
 Until the 1980s, it was often thought
that one brand name with many levels
was the best policy
 It was felt that this might confuse
customers
Brand Distinction
 During the late 1980s and definitely in
the 1990s, creating new brands
become the trend
 Corporate take-over was also a big
trend of the 1990s
 Each audience could then clearly
identify with a certain brand and
avoid confusion
“Purina” Method
 Own the competition
 Create as many possible variations on
your product as possible to appeal to
as many different market segments as
possible
 You may even create directly
competing brands that target the
same market segment
Pampers/Luvs
 Both companies are owned by Proctor and
Gamble
 To increase their shelf space, Proctor and
Gamble invented Luvs
 Appealed to slightly different market segment
 Allowed for Proctor and Gamble to dominate
the shelf space (if you want Pampers, you have
to carry Luvs too)
 Coke does the same thing
Hotels on the Highway
 Marriott
 Grouping different brands to
attract new convention
markets
 Fills up zoned “shelf space” at
highway exits
Disney/Las Vegas
 Own several resort properties with different
themes to appeal to different markets
 Own several theme parks to beat out
competition
 Movie studios create battles between their
top films, which gives them more headline
space in the press
Hyatt Regency
 Hyatt Regency and
Hyatt
 Hyatt
 Hyatt Regency,
Grand Hyatt and
Park Hyatt
 Hyatt sold off less
glamorous hotels
Hyatt Regency, Atlanta
(The first atrium hotel)
Hyatt Regency, San
Francisco
Hyatt Object
Hyatt Regency, Dallas
Hyatt Regency, Kansas City
(Largest structure disaster in terms of human life)
Marriott Marquis, Atlanta
(Looks more like a Hyatt – Kind of like Coke trying to taste like
Pepsi)
Marriott Marquis, Atlanta
Marriott











Marriott Hotels and Resorts
Marriott Executive Apartments
Marriott International
Ritz-Carlton
Marriott Vacation Club International
Renaissance Hotels and Resorts
Residence Inn
Courtyard
Town Place Suites
Spring Hill Suites
Fairfield Inn
Starwood






Westin
W Hotels
Sheraton
Four Points
St Regis
Luxury Connection
Hilton









Hilton
Doubletree
Embassy Suites
Conrad Hotels
Hampton Inn
Hilton Grand Vacation Club
Hampton Inn and Suites
Hilton Garden Inn
Homewood Suites
InterContinental Hotels
Group







InterContinental Hotels and Resorts
Crowne Plaza Hotels and Resorts
Holiday Inn Hotels and Resorts
Holiday Inn Express
Holiday Inn Select
Holiday Inn Garden Court
Staybridge Suites
Cendant
(World’s Largest)
 Ramada Inn (although Ramada
International is owned by Marriott)
 Super 8 Motels
 Howard Johnson’s
 Days Inn
 Travel Lodge
 AmeriHost Inn
 Knights Inn
Carlson Companies






Radisson Hotels
TGI Fridays
Park Plaza Hotels and Suites
Park Inn
Country Inn and Suites
Golden Arch Hotels
Choice







Quality Inn
Comfort Inn
Roadway Inn
Comfort Suites
Sleep Inn
Clarion
Econo Lodge
InterContinental Hotels
Group







InterContinental Hotels and Resorts
Crowne Plaza Hotels and Resorts
Holiday Inn Hotels and Resorts
Holiday Inn Express
Holiday Inn Select
Holiday Inn Garden Court
Staybridge Suites
Articles/Websites

John Portman (Architect of the Hyatt Regency, Atlanta; Hyatt Regency, San
Francisco and Marriott Marquis, Atlanta)
http://mywebpages.comcast.net/rlinger/Georgia/portman.html

Hyatt Regency, Kansas City Tragedy
http://www.glendaleh.schools.nsw.edu.au/faculty_pages/ind_arts_web/bridgeweb/Hyatt_page.htm

Top 50 Hotel Companies
http://www.ahla.com/products_info_center_top50.asp

Hyatt Regency, Atlanta
http://mywebpages.comcast.net/rlinger/Georgia/Atlanta/Downtown/hyatt.html

Marriott Marquis, Atlanta
http://www.bluffton.edu/~sullivanm/atlanta/portmanmarriott/marriott.html
Articles/Websites

List of hotel chains and brands

Building brand equity

Rebranding begins at the top

Starwood Hotels
http://www.hospitalitynet.org/web/Hotel_Chains_&_Brands/page21.html
http://www.hospitalitynet.org/news/4010351.search?query=%22old+logo%22+hyatt
http://www.hotelsmag.com/0302/0302update.html
http://www.starwood.com/