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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 All rights reserved Typical hotel industry cycle Copyright 2004 Bowie & Buttle All rights reserved 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