Marketing—Everybody’s Job Chapter 1 Marketing—Everybody’s Job

Hospitality Marketing Goods Service Part-time marketer

Three Approaches to the Market Product orientation Sales orientation Marketing orientation

Marketing The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.

Marketing Target market Marketing mix A social force Product Price Place Promotion A social force

A Traditional Organizational Structure General Manager Operations Human Finance Marketing Resources and Accounting

The Service Management Trinity Marketing Operations CUSTOMERS Human Resources

Potential Conflicts between Marketing and Operations Cost control Long lead time Compatibility Marketing Maximizing revenue Urgency Creativity

Internal Marketing Applying the philosophy and practices of marketing to the people that serve the external customer so that the best possible people can be employed and retained they will do the best possible work

Internal Marketing Viewing employees as internal customers, viewing jobs as internal products, and designing these products to better meet the needs of these customers.

Organization the Marketing Unit Functional Geographic

Marketing Department: Geographic Organization Chief Operating Officer Other Staff Operations Marketing Departments Vice President Vice President Area Operations Area Operations Area Operations Area Operations Director Director Director Director Area Marketing Area Marketing Area Marketing Area Marketing Director Director Director Director

Organization the Marketing Unit Functional Geographic Market Product