1. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Chapter 1 Marketing Defined

2. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G 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. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G The PRICE of Marketing P:planning R: research I:implementation C: control E: evaluation

4. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Evolutionary Eras of Marketing in Nonservice Industries Product-orientation era Sales-orientation era Marketing-orientation era Societal-marketing era Online-marketing era

5. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G 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. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Figure 1.6 Characteristics of a marketing-oriented organization.

7. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Marketing Orientation The Marketin g Concept Satisfyin g Custome r Needs and Wants Market Segmentati on Value and the Exchang e Process Product Life Cycle Marketin g Mix Figure 1.8 Core principles of marketing.

8. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G The Hospitality and Travel Marketing Environment Marketing Strategy Factors (controllable) Marketing Environment Factors (uncontrollable)

9. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Traditional 4 Ps of Marketing – Product; Place; Promotion; Price Additional 4 Ps of Hospitality and Travel Marketing – People; Packaging; Programming; Partnership Marketing Strategy Factors

10. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G 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

11. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Marketing Environment Factors Competitors Laws and Government Regulations Economy Technology Society and Culture Organizational Priorities and Goals

12. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Competitors Laws and Government Regulations EconomyTechnology Society and Culture Organizational Priorities and Goals Figure 1.11 The marketing environment factors.