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Hospitality Marketing Essentials

This document provides an introduction to hospitality marketing. It defines marketing as creating and retaining satisfied customers through a business philosophy focused on exchange processes and relationship building. The core concepts of marketing are explained as the five Ps: customer needs, marketing offerings, value and satisfaction, exchanges and relationships, and markets. Environmental influences on marketing include macro and micro factors. Special characteristics of services marketing are also discussed. Finally, the document outlines the hospitality marketing mix.

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Ihsan Badsha
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134 views15 pages

Hospitality Marketing Essentials

This document provides an introduction to hospitality marketing. It defines marketing as creating and retaining satisfied customers through a business philosophy focused on exchange processes and relationship building. The core concepts of marketing are explained as the five Ps: customer needs, marketing offerings, value and satisfaction, exchanges and relationships, and markets. Environmental influences on marketing include macro and micro factors. Special characteristics of services marketing are also discussed. Finally, the document outlines the hospitality marketing mix.

Uploaded by

Ihsan Badsha
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Introduction to hospitality marketing

 What is Marketing?
 Definitions
 Core Concepts of Marketing
 Management Orientations
 Environmental Influences
 Macro
 Micro
 Special Characteristics of Services
Marketing
 Hospitality Marketing Mix
Many different definitions of marketing
 business philosophy to create and retain
satisfied customers
 exchange process – short term transactional
marketing
 relationship marketing - development of
mutually beneficial long-term relationships
between suppliers and customers
 creating memorable experiences
1. Customer Needs, Wants and Demands
2. Marketing offerings
3. Value and Satisfaction
4. Exchanges and relationships
5. Markets
Needs, Wants, and Demands

• States of deprivation
• Physical—food, clothing, warmth, safety
Needs • Social—belonging and affection
• Individual—knowledge and self-
expression

Wants • Form that needs take as they are shaped by


culture and individual personality

Demands • Wants backed by buying power


 Customer value is the difference between the benefits that the
customer gains from owning and/or using a product and the costs of
obtaining the product.
 Customer satisfaction depends on a product’s perceived performance
in delivering value relative to a buyer’s expectations.
Domino's Pizza

30-minute guarantee
Starting in 1973, Domino's Pizza had a guarantee that customers would receive their pizzas within 30 minutes of
placing an order or they would receive the pizzas free. The guarantee was reduced to $3 off in the mid 1980s. In
1992, the company settled a lawsuit brought by the family of an Indiana woman who had been killed by a
Domino's delivery driver, paying the family $2.8 million. The guarantee was dropped that same year because of
the "public perception of reckless driving and irresponsibility", according to then-CEO Tom Monaghan.

In December 2007, Domino's introduced a new slogan, "You Got 30 Minutes", alluding to the earlier pledge but
stopping short of promising delivery in a half hour.

In Malaysia and Singapore, a refund is instead substituted with a "Free Regular Pizza Voucher".
In India, the guarantee is for ₹300 ($5) and is valid for an order of less than 4 pizzas.
The World Airline Awards, presented at the recent Paris Air Show
 Exchange is the act of obtaining a desired object from someone
by offering something in return.

 A transaction is marketing’s unit of measurement and consists of


a trade of values between two parties.

 Relationship marketing builds relationships with valued


customers, distributors, dealers, and suppliers by promising and
consistently delivering high-quality products, good service, and
fair prices.
 IHG Rewards Club
A market is a set of actual and potential
buyers who might transact with a seller.

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