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

2. Hospitality Marketing
Goods
Service
Part-time marketer

3. Three Approaches to the Market
Product orientation
Sales orientation
Marketing orientation

4. 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.

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

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

7. The Service Management Trinity
Marketing
Operations
CUSTOMERS
Human Resources

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

9. 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

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

11. Organization the Marketing Unit
Functional
Geographic

12. 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

13. Organization the Marketing Unit
Functional
Geographic
Market
Product