2 Unit Essential Question What is Hospitality Marketing?
3 Essential Question 1What functions are involved in the marketing process?
4 Marketing is. . .The process of developing, promoting, and distributing products in order to satisfy customers needs and wants as well as the company involved.ProductsGoodsServices
5 The Marketing MixProductPlacePrice5 P’s of MarketingPromotionPeople
6 Functions of Marketing Marketing Information ManagementGathering, recording, analyzing, and disseminating information to aid in making marketing decisions.
7 Functions of Marketing FinancingDetermining the need for and availability of financial resources to aid in marketing activities and stay in business.
8 Functions of Marketing PricingThe determination of an exchange price at which the buyer and seller perceive optimum value for a good or service.
9 Functions of Marketing PromotionCommunicates information about products, services, images, or ideas to customers or clients to influence their purchase behavior.
10 Functions of Marketing Product/Service ManagementThe process of creating a product in response to market opportunities.Managing marketing activities to optimize the relationships of potential loss to gain.
11 Functions of Marketing DistributionThe physical movement of a good or service.Deciding where and to what extent to sell a good or service.
12 Functions of Marketing SellingResponding to consumers needs and wants through planned, personalized communications intended to influence purchase decisions.
13 Essential Question 2What competitive techniques are used in hotel marketing?
14 Target Marketing Target Marketing Focuses all marketing decisions on the specific group of people who share similar characteristics you want to reach.
15 Target Marketing Understanding the Customer In order to compete, a lodging establishment must know what its customers want.DemographicsStatistics that describe a population in terms of personal characteristics. These include age, gender, income, ethnic background, education, etc.
16 Target Marketing Services With A Smile Service Marketing Providing intangible products.Hotels, restaurants, and airlines conduct extensive training to motivate employees to provide exemplary levels of service.
17 Plugged-in Hotels Amenities Services or items offered to guests for convenience and comfort.Some amenities include:
18 Essential Question 3Why is travel and tourism critical to the U.S. economy?
19 The Financial Impact of Travel and Tourism Travel and Tourism is the largest services export industry in the nation.Travel and Tourism is the second largest industry in the state of Georgia.
20 The Financial Impact of Travel and Tourism $582 billion annually is spent on travel and tourism.The industry employs over 18 million Americans.$159 billion in payroll income annually is generated.
21 The Financial Impact of Travel and Tourism Besides the direct impact to restaurants and hotels, travel and tourism indirectly impacts:ShoppingEntertainmentAirplane manufacturesKitchen and maintenance suppliers and manufacturesSoftware developersMany others
22 The Financial Impact of Travel and Tourism Growth In Travel and TourismDomestic TravelTravel within a country by its own citizens.Impact of travel:U.S. travelers spend $81.4 billion abroad.Foreign travelers spend $95.6 billion in the U.S.This results in a 14.2 billion travel trade surplus.
23 The Financial Impact of Travel and Tourism Travel and tourism creates and supports jobs; provides a travel trade surplus; and generates tax local, state and federal tax revenue.
24 The Nature of the Hospitality Marketing Industry Management OpportunitiesGeneral managersFront office managersExecutive housekeepersFood and beverage managersSales directorsHuman resource managersOperations managersFinancial managers
25 Essential Question 4What are the differences between the front-of-the-house and the back-of-the-house operations in a hotel or restaurant?
26 The Nature of the Hospitality Marketing Industry A House DividedA typical restaurant or hotel has two divisions:Front of the HouseInvolves any area in which the general public or hotel guest has access.Back of the HouseThose areas not usually seen or frequented by a guest or patron.
27 The Nature of the Hospitality Marketing Industry Departments in the front and back of the house are interdependent.Both must function properly while at the same time assisting each other to ensure the success of the business.