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Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ 07458 1 Chapter 4.

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Presentation on theme: "Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ 07458 1 Chapter 4."— Presentation transcript:

1 Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Chapter 4 The Marketing Environment

2 Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Environments Internal:various departments Micro: suppliers, marketing intermediaries Macro: competitive, demographic, economic, natural, technological, political, and cultural

3 Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Major Forces in the Company’s Macroenvironment

4 Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Levels of Competition (Adapted from Analysis for Market Planning), Donald R. Lehmann and Russell S. Winer, p.22, ©1994 by Richard D. Irwin

5 Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Key U.S. Demographic Trends Changing Age Structure Population is getting older Changing Age Structure Population is getting older Changing Family Structure Marrying later, fewer children, working women, and nonfamily households Changing Family Structure Marrying later, fewer children, working women, and nonfamily households Geographic Shifts Moving to the Sunbelt and suburbs (MSA’s) Geographic Shifts Moving to the Sunbelt and suburbs (MSA’s) Increased Education Increased college attendance and white-collar workers Increased Education Increased college attendance and white-collar workers Growing Ethnic and Racial Diversity 72% Caucasian, 13% African-American, 11% Hispanic & 3% Asian Growing Ethnic and Racial Diversity 72% Caucasian, 13% African-American, 11% Hispanic & 3% Asian

6 Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Age Distribution of the U.S. Population (78 million people born ) One of the most powerful forces shaping the marketing environment, 30% of population (45 million people born ) More skeptical, cynical of frivolous marketing pitches promising easy success (72 million people born ) Fluent and comfortable with computer, digital, and Internet technology (Net-Gens)

7 Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Global Economic Development Global Economic Development Changes in Income Changing Consumer Spending Patterns Changing Consumer Spending Patterns Key Economic Concerns for Marketers Key Economic Concerns for Marketers Economic Environment

8 Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Natural Environment Conservation Of Resources Conservation Of Resources Ecotourism Recycle and Reduce Waste Recycle and Reduce Waste Factors Affecting the Natural Environment Factors Affecting the Natural Environment

9 Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Technological Environment Robots and machines Computerized video checkout services Electronic guest room locking systems Locking fax machines receive orders at restaurants The development of the Internet

10 Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Increasing Legislation Increasing Legislation Changing Government Agency Enforcement Changing Government Agency Enforcement Includes Laws, Government Agencies, Etc. that Influence & Limit Organizations/ Individuals in a Given Society Includes Laws, Government Agencies, Etc. that Influence & Limit Organizations/ Individuals in a Given Society Increased Emphasis on Ethics & Socially Responsible Actions Increased Emphasis on Ethics & Socially Responsible Actions Political Environment

11 Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Cultural Environment Persistence of Cultural Values Subcultures

12 Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Responding to the Marketing Environment Environmental management perspective Environmental Scanning Using information about the marketing environment

13 Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Environmental Scanning Determine Environmental Areas That Need to Be Monitored Determine How the Information Will Be Collected Implement the Data Collection Plan Anaylze and Use the Data in Planning

14 Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Popcorn’s Trends 1. Cashing out–return to small town values – Bed & breakfasts, non-chain operations 2. Cocooning–take-out, delivery 3. Clanning–Associating with groups –neighborhood bars, AARP signaling, coffee bars, cyber cafes 4. Down-aging–Hard Rock Café 5. Egonomics–unique products–boutique resorts, name recognition

15 Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Popcorn’s Trends (cont.) 6. Fantasy Adventure–Mega-resorts, windjammer cruises, white water trips 7. Pleasure revenge–self-rewards, getting away from fat-free foods and diet foods–KFC’s skin free crispy chicken and McDonald’s McLean were flops 8. Small indulgences–week-end trips, Haagen-Dazs ice cream lives–child-care

16 Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Popcorn’s Trends (cont.) 10. S.O.S. (Save our Society)–concern for the environment 11. Being alive–she has now changed this to “being alive”–Health-food, exercise 12. The vigilante consumer–We-they battle New–additions from Clicking 13. Female think–transaction orientation - relationship orientation–resists change - seek change


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