Download 1 Introduction to Marketing

Use of the Figures to Facilitate
Tutorials/Discussion
To assist you with the preparation of lectures, tutorials and student
discussion, the figures from the book are available here as part of a
PowerPoint presentation. Each slide is annotated with some ideas
and guidance on the use of the material in lectures.
Chapter: 1 Introduction to Marketing
Copyright 2004 Bowie & Buttle
All rights reserved
Learning Outcomes
You should be able to:
 Define key marketing terms and understand
the “marketing concept”
 Describe major environmental influences,
which impact on hospitality customers and
organizations
 Explain the special characteristics of service
businesses to which marketers must respond
 Identify the eight elements of the hospitality
marketing mix.
Copyright 2004 Bowie & Buttle
All rights reserved
What is marketing?
• Write down what you think marketers
do.
• List the tasks for which you think
marketers are responsible.
Copyright 2004 Bowie & Buttle
All rights reserved
Different Perspectives of Marketing
• Marketing as transactions in the market place:
satisfying needs and wants through the exchange
process
• Marketing as a management process
• Marketing as the management of the marketing mix
• Marketing as the management of demand
• Marketing as a philosophy: the customer is king – a
customer orientation
• Relationship marketing: the development of mutually
beneficial long-term relationships with customers
Copyright 2004 Bowie & Buttle
All rights reserved
Fig 1.1 The hierarchy of customer value
Copyright 2004 Bowie & Buttle
All rights reserved
Management Orientations
Copyright 2004 Bowie & Buttle
All rights reserved
Environmental influences on
hospitality organizations
Copyright 2004 Bowie & Buttle
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Typical hotel industry cycle
Copyright 2004 Bowie & Buttle
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The hospitality marketing mix
Copyright 2004 Bowie & Buttle
All rights reserved
Marketing before, during & after the encounter
Pre-encounter
Encounter
Product/service
offer
x
x
Location
x
x
Price
x
x
Distribution
x
Marketing
communications
x
x
Physical
environment
x
x
Process
x
x
People
x
Copyright 2004 Bowie & Buttle
All rights reserved
Post-encounter
x
x