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The Macro and Micro Environments of Hospitality Marketing

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Presentation on theme: "The Macro and Micro Environments of Hospitality Marketing"— Presentation transcript:

1 The Macro and Micro Environments of Hospitality Marketing
Chapter 3 The Macro and Micro Environments of Hospitality Marketing

2 - Economy - Society and culture - Politics - Technology - Ecology
Macro Environment - Economy - Society and culture - Politics - Technology - Ecology - Competitors - Customers Micro Environment Hospitality Marketing

3 The Macro Environment Economy Discretionary Squeeze effect

4 The Squeeze Effect Fine Dining Theme Family Style Quick Service

5 The Macro Environment Economy Society and Culture Discretionary
Squeeze effect Society and Culture Trends Demographics

6 Age Categories Seniors Boomers Gen X Gen Y
Born ?? Population M M M 60 M Caucasian 85% % % 66% Defining idea Duty Individuality Diversity Anything goes Education is Dream Birthright Way to get Cultural ahead experience $ mgmt. Save Spend Hedge Spend

7 Demographic Changes Age Working women Family composition DINKS

8 The Macro Environment Economy Society and Culture Politics Technology
Ecology Eco-efficiency

9 Micro Environment Competitors Customers
Concentration vs. fragmentation Customers Societal influences Personal situations Psychological influences

10 Societal Influences Families Culture Socioeconomic status
Subculture Socioeconomic status Reference group Primary reference group Secondary reference group Aspiration group

11 Personal Situations Age Life cycle stages Psychographics
Activities, Interests, opinions (AIO)

12 Psychological Influences
Perception

13 Perception Forming Process
Exposure Attention Comprehension Retention

14 Psychological Influences
Perception Attitudes Personality Ideal self-concept Actual self-concept

15 Buying Process Problem awareness Information search
Importance of the decision Prior experience Perceived risk

16 Types of Risk Financial risk Social risk Performance risk

17 Buying Process Problem awareness Information search
Importance of the decision Prior experience Perceived risk Sources of information Alternative evaluation Purchase decision Post-purchase evaluation

18 Consumer Problem-Solving Process
Awareness Information Search Alternative Evaluation Purchase Decision Post purchase Evaluation

19 Problem-Solving Continuum
Complex decision- making Habitual decision- making

20 Characteristics of the Buyer
Variables Affecting Consumer Behavior Macro Environmental Factors Micro Environmental Factors Economy Society and culture Politics Technology Ecology Competitors Customers Societal Influences Personal Situations Psychological Influences Characteristics of the Buyer Buying Process

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