1. Chapter 1
Marketing Defined

2. Definition of Marketing
Marketing is a continuous, sequential
process through which management in
the hospitality and travel industry plans,
researches, implements, controls, and
evaluates activities designed to satisfy both customers’ needs and wants and their own organization’s objectives

3. P: planning R: research I: implementation C: control E: evaluation
The PRICE of Marketing
P: planning
R: research
I: implementation
C: control
E: evaluation

4. Evolutionary Eras of Marketing in Nonservice Industries
Product-orientation era
Sales-orientation era
Marketing-orientation era
Societal-marketing era
Online-marketing era

5. Figure 1. 1 The evolution of marketing in nonservice industries
Figure 1.1 The evolution of marketing in nonservice industries. (Adapted from Perreault, William D., and E. Jerome McCarthy, Essentials of Marketing: A Global Managerial Approach, 10th ed. Reproduced with permission of The McGraw-Hill Companies.)

6. Figure 1.6 Characteristics of a marketing-oriented organization.

7. Marketing Orientation
The Marketing Concept
Satisfying Customer Needs and Wants
Market Segmentation
Value and the Exchange Process
Product Life Cycle
Marketing Mix
Figure 1.8 Core principles of marketing.

8. The Hospitality and Travel Marketing Environment
Marketing Strategy Factors (controllable)
Marketing Environment Factors
(uncontrollable)

9. Marketing Strategy Factors
Traditional 4 Ps of Marketing
– Product; Place; Promotion; Price
Additional 4 Ps of Hospitality and Travel Marketing
– People; Packaging; Programming; Partnership

10. Figure 1.10 Marketing strategy factors.
Traditional 4 Ps of Marketing
Product
Place
Promotion
Price
Additional 4 Ps of Hospitality and Travel Marketing
People
Packaging
Programming
Partnership
Figure Marketing strategy factors.

11. Marketing Environment Factors
Competitors
Laws and Government Regulations
Economy
Technology
Society and Culture
Organizational Priorities and Goals

12. Figure 1.11 The marketing environment factors.
Competitors
Laws and Government Regulations
Economy
Technology
Society and Culture
Organizational Priorities and Goals
Figure The marketing environment factors.