Marketing Leadership in Hospitality and Tourism Strategies and Tactics for Competitive Advantage

ISBN-10: 0131182404
ISBN-13: 9780131182400
Edition: 4th 2007 (Revised)
List price: $181.40 Buy it from $0.69 Rent it from $79.18
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Description: For courses in Hospitality Marketing and/or Tourism. How do you gain a sustainable competitive advantage in todays global hospitality industry? Are there ways to attract and keep a customer over the course of a lifetime? Marketing Leadership in  More...

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Book details

List price: $181.40
Edition: 4th
Copyright year: 2007
Publisher: Prentice Hall PTR
Publication date: 10/9/2006
Binding: Paperback
Pages: 688
Size: 8.00" wide x 10.50" long x 1.25" tall
Weight: 3.344
Language: English

For courses in Hospitality Marketing and/or Tourism. How do you gain a sustainable competitive advantage in todays global hospitality industry? Are there ways to attract and keep a customer over the course of a lifetime? Marketing Leadership in Hospitality and Tourism, Fourth Edition addresses the marketing strategies and tactics known to be effective in the industry such as strategic pricing and revenue management, customer loyalty programs, proven communication mixes, and more! Each chapter explores how to market services and the hospitality experience from both an academic and industry point of view. Over sixty Case Studies, on CD-ROM included with each textbook, bring the material to life in real-world situations based on actual events. International examples, web exercises and intriguing interviews help students learn about marketing and also about the industry itself.

Preface
Acknowledgments
About the Authors
Introduction
Marketing Executive Profile: Max and Greti Mennig
Marketing in Action
Quality
Efficiency
Customer Responsiveness
Innovation
Size
References
Introduction to Hospitality Marketing
The Concept of Marketing
Marketing Executive Profile: Michael A. Leven
Marketing in Action
Foundations and Practices
The Concept of Marketing
The Purpose of a Business
The Twofold Purpose of Marketing
Solving Customers' Problems
Management Orientations
Operations Orientation
Product/Service Orientation
Selling Orientation
Bottom-Line Orientation
Marketing Orientation
Marketing Leadership
Opportunity
Planning
Control
Marketing Is Everything
Summary
Key Terms
Discussion Questions
Group Projects
References
Marketing Services and the Hospitality Experience
Marketing Executive Profile: Gary Leopold
Marketing in Action
Services versus Goods
What Distinguishes the Marketing of Services?
Intangibility
Perishability
Heterogeneity
Simultaneity of Production and Consumption
The Hospitality Product
Other Aspects of the Service Component
Components of the Hospitality Product
Physical Product
Service Environment
The Service Product
Service Delivery
The Interrelationships of the Different Components
Experience: The Result of Purchasing a Service
Service Quality and Service Gaps
Potential Gaps in Hospitality Service
The Dimensions of Service Quality
Zone of Tolerance
International Gaps
Summary
Key Terms
Discussion Questions
Group Projects
References
The Marketing Mix and the Product/Service Mix
Marketing Executive Profile: Peter Warren
Marketing in Action
The Four Ps
The Seven Ps
The 13 Cs
The Hospitality Marketing Mix
The Product/Service Mix
The Presentation Mix
The Pricing Mix
The Communications Mix
The Distribution Mix
The Hospitality Product/Service Mix
Designing the Hospitality Product
The Formal Product
The Core Product
The Augmented Product
The Complexity of the Product/Service Mix
Standard Products
Standard Products with Modifications
Customized Products
The International Product/Service
Making the Product Decision
The Product Life Cycle
The Nature of Product Life Cycles
Stages of the Product Life Cycle
Locating Products in their Life Cycles
Developing New Products and Services
What Succeeds?
Summary
Key Terms
Discussion Questions
Group Projects
References
Relationship/Loyalty Marketing
Marketing Executive Profile: Adam Burke
Marketing in Action
What Relationship/Loyalty Marketing Is and What It Is Not
The Need for Relationship/Loyalty Marketing
The Lifetime Value of a Customer
Examining Customers Through the Stages of Their Life Cycles with the Firm
Building Loyalty
The Evolution of Customer Loyalty
The Loyalty Circle
Frequent Guest Programs and Loyalty Programs
What Frequency Programs Don't Do
What Makes Frequency Programs Work?
Customer Complaints and Service Recovery
Employee Relationship Marketing or Internal Marketing
Management Practices
Noncontact Employees
The Internal Marketing Concept
The Past and Future of Relationship/Customer Loyalty Marketing
Summary
Key Terms
Discussion Questions
Group Projects
References
Marketing to Build a Competitive Advantage
Strategic Marketing
Marketing Executive Profile: Christian Hempell
Marketing in Action
Strategic Marketing versus Marketing Management
Strategy
Strategic Leadership
Strategic Marketing
The Concept of Strategy
Strategic Planning
The Role of Strategic Planning
The Levels of Strategic Planning
Emergent Strategies
Understanding the Environment
Types of Environments
Technological Environment
Political Environment
Economic Environment
Sociocultural Environment
Natural Environment
Summary
Key Terms
Discussion Questions
Group Projects
References
The Strategic Marketing System and Marketing Objectives
Marketing Executive Profile: Bruce Himelstein
Marketing in Action
The Mission Statement
Master Marketing Strategy
Situational Analysis
Using the Strategic Marketing Systems Model
Objectives and Master Strategies
Business Strategies
Target Market Strategy
Product Strategy
Competitive Strategy
Market Strategy
Positioning Strategy
Functional Strategies
Product/Service Strategy
Presentation Strategy
Pricing Strategy
Communication Strategy
Distribution Strategy
Feedback Loops
Strategy Selection
Why Strategic Plans Fail
Summary
Key Terms
Discussion Questions
Group Projects
References
The Marketplace
Understanding Individual Customers
Marketing Executive Profile: Tom Storey
Marketing in Action
Characteristics of Customers
Needs and Wants
Application of the Theories
The Buying Decision Process
Needs, Wants, and Problems
Search Process
Stimuli Selection
Perceptions
Reality Is Perception
Beliefs
Alternative Evaluation
Attitudes
Alternative Comparison
Expectations
Choice Intentions
Behavior
Perception versus Reality
Outcomes-Satisfaction or Dissatisfaction
Types of Hospitality Customers
Business Travelers
Pleasure Travelers
Resort Market
The Package Market
Mature Travelers
International Travelers
Free Independent Travelers (FITs)
Summary
Key Terms
Discussion Questions
Group Projects
References
Understanding Organizational Customer
Marketing Executive Profile: Charlotte St. Martin
Marketing in Action
The Generic Organizational Market
Meeting Planners
Planning the Event
Buy Time
Assess the Needs
Setting Measurable Goals
Developing a Plan
Resolving Conflicts
Executing the Meeting
Evaluating the Results
The Corporate Travel Market
Knowing the Volume
Understanding Travel Patterns
Controlling Costs
The Corporate Meetings Market
Conference Centers
The Incentive Market
Association, Convention, and Trade Show Markets
Convention Centers and Convention and Visitors Bureaus
The Airline Crew Market
The SMERF and Government Markets
The Group Tour and Travel Market
Motorcoach Tour Travelers
Summary
Key Terms
Discussion Questions
Group Projects
References
The Tourist Customer and the Tourism Destination
Marketing Executive Profile: Vincent Vanderpool-Wallace
Marketing in Action
Importance of Travel and Tourism
Local Residents' Attitudes toward Tourism
The Role of NTOs
How Hotels and Tourist Destinations Work Together
Destination Marketing Strategy
Macro Environment
Economic Environment
Technological Environment
Political/Legal Environment
Sociocultural Environment
Ecological Environment
Demographic Environment
Competitors: Rivalry among Destinations
Segmenting the Tourist Market
Communicating with the Tourist Market
Importance of Image Promotion
Travelers' Information Search Behavior
Familiarity
Expertise
Summary
Key Terms
Discussion Questions
Group Projects
References
Situational Analysis
Understanding Competition
Marketing Executive Profile: Hirohide Abe
Marketing in Action
Macrocompetition
Marketing Threats
Microcompetition
Choosing the Right Competition
Competitive Intensity
Competitive Intelligence
Market Share
REVPAR
Yield Index
REVPOR
REVPAC
Internet REVPAR
Purchased Data
Restaurant Comparisons
Customer Satisfaction Index
Perceptual Mapping
Types and Objectives of Competitive Intelligence
Competitive Analysis
Competitive Marketing
Finding Marketing Opportunities
Feasibility Studies
Summary
Key Terms
Discussion Questions
Group Projects
References
Marketing Intelligence and Research
Marketing Executive Profile: Dennis A. Marzella
Marketing in Action
Designing the Marketing Information System
Collecting External Information and Public Domain Research
Gathering Internal Information
How Marketing Intelligence Can Be Used
Assessment of Area-Wide Demand
Product (Property) Research
Environmental Scanning
Customer Research
Formal Marketing Research
Proprietary Research
Qualitative Research
Quantitative Research
Research Design
Research Purpose
Research Problem
Research Objectives
What We Expect to Know
Research Method
Reliability and Validity
Reliability
Validity
Customer Satisfaction Research
Program Measurement
Summary
Key Terms
Discussion Questions
Group Projects
References
Functional Strategies
Differentiation, Segmentation, and Target Marketing
Marketing Executive Profile: David W. Norton
Marketing in Action
Differentiation
Basis of Differentiation
Differentiation of Intangibles
Differentiation as a Marketing Tool
Differentiation-of Anything
Market Segmentation
Which Comes First-Differentiation or Segmentation?
The Process of Market Segmentation
Tailoring the Product to the Wants and Needs of the Target Market
Segmentation Variables
Geographic Segmentation
Demographic Segmentation
Psychographic Segmentation
Usage Segmentation
Benefit Segmentation
Price Segmentation
International Segmentation
Tine-Tuning Segments
Globalization of Markets
Segmentation Strategies
Target Marketing
Mass Customization
Summary
Key Terms
Discussion Questions
Group Projects
References
Branding and Market Positioning
Marketing Executive Profile: John Griffin
Marketing in Action
Salience, Determinance, and Importance
Salience
Determinance
Importance
Objective Positioning
Subjective Positioning
Tangible Positioning
Intangible Positioning
Effective Positioning
Positioning's Vital Role
Repositioning
The Art of Repositioning
Developing Positioning Strategies
Competitive Positioning
Internal Positioning Analysis
Branding and Positioning
Hotel Restaurant Branding
Multiple Brands and Product Positioning
Summary
Key Terms
Discussion Questions
Group Projects
References
The Hospitality Pricing Mix
Marketing Executive Profile: John Shields
Marketing in Action
The Basis of Pricing
Pricing Practices
Hotel Room Pricing
Restaurant Pricing
What Is Price?
Pricing as One of the Seven Ps
Types of Costs
Cost-Based Pricing
Cost-Plus Pricing
Cost Percentage or Markup Pricing
Break-Even Pricing
Contribution Margin Pricing
$1 per Thousand Pricing
Value-Based Pricing
The Components of Value
Prospect Theory
Reference Pricing
Psychological Pricing
Veblen Effects
Value Added Service Pricing
Pricing Objectives
Financial Objectives
Volume Objectives
Customer Objectives
Determining Price
Market Demand Pricing
Price Customization and Revenue Management
What Revenue Management Is
Revenue Management Practices
Benefits of Revenue Management
Why Revenue Management Works
International Pricing
Pricing across Multiple Channels of Distribution
The Last Word on Pricing
Summary
Key Terms
Discussion Questions
Group Projects
References
The Communications Mix: Advertising
Marketing Executive Profile: Larry Tolpin
Marketing in Action
The Communications Mix
Communications Strategy
To Whom to Say It
Why to Say It
What to Say
How to Say It
How Often to Say It
Where to Say It
Research for the Communications Mix
Where Are We Now?
Why Are We There?
Where Could We Be?
How Can We Get There?
Are We Getting There?
Push/Pull Strategies
Word-of-Mouth Communication
Budgeting the Communications Mix
Advertising
Roles of Advertising
What Advertising Should Accomplish
Use of Advertising Today
Evaluating Advertising
Collateral
Summary
Key Terms
Discussion Questions
Group Projects
The Communications Mix: Sales Promotions, Merchandising, Public Relations and Publicity
Marketing Executive Profile: Jennifer Ploszaj
Marketing in Action
Principles and Practices of Sales Promotions
Sales Promotions and Marketing Needs
Guidelines for Sales Promotions
Be Single-Minded
Define the Target Market
Decide Specifically What You Want to Promote
Decide the Best Way to Promote It
Make Sure You Can Fulfill the Demand
Make Sure Reality Meets Expectations
Communicate Your Promotion and All Related Aspects to the Market
Communicate the Promotion to Your Employees
Measure the Results
Developing Sales Promotions
Designing the Successful Sales Promotion
Identify the Gap
Design the Sales Promotion
Analyze the Competition
Allocate the Resources
Establish Goals
Research the Promotion
Understand the Break-Even Point
Execute the Sales Promotion
Evaluate the Sales Promotion
Principles and Practices of Merchandising
Basic Rules of Merchandising
Purpose
Compatibility and Consistency
Practicality
Visibility
Simplicity
Knowledgeable Employees
Examples of Good Merchandising
Public Relations and Publicity
Public Relations (PR)
Publicity
Summary
Key Terms
Discussion Questions
Group Projects
References
The Communications Mix: Personal Selling
Marketing Executive Profile: David Green
Marketing in Action
The Sales Process
Prospecting
Qualifying Prospects
Probing
Benefits and Features
Customer Attitudes
Closing
Follow-Up
Sales Management
Account Management
Sales Action Plan
Organization of the Sales Team
Product Line Management
Development of Personnel
Ethics
Motivation
Sales and Operations
Summary
Key Terms
Discussion Questions
Group Projects
References
Hospitality Distribution Systems: Bringing the Product to the Customer
Marketing Executive Profile: Jens Thraenhart
Marketing in Action
How Distribution Channels Work
Branded Hospitality Companies
Franchises
Reservation Services
Representation Firms
Channels for Manufactured Goods
Channels for Hospitality Firms
Structure of Distribution
Distribution and the Building Blocks of Competitive Advantage
Ownership of Facilities
Management and Ownership of One Facility or Multiple Facilities
Management without Ownership
Franchising
Franchise Support
The Future of Franchising
Strategic Alliances
Restaurant Distribution
Summary
Key Terms
Discussion Questions
Group Projects
References
Channels of Distribution: Bringing the Customer to the Product
Marketing Executive Profile: Spencer Rascoff
Marketing in Action
Hospitality Channels of Distribution
Consortium
Incentive Travel Organizations
Traditional Offline Travel Agents
Central Reservation Systems
Global Distribution Systems (GDS)
Tour Operators/Discount Brokers/Consolidators/Wholesalers
Corporate Travel Departments and Travel Management Companies
Destination Management Organizations
Internet Channel Intermediaries
Future Challenges of Online Distribution
Promotional Tie-Ins
Selecting the Channel of Distribution
International Markets
Channel Management
Relationships among Channels
Evaluation of the Channel
Motivation
Recruitment
Summary
Key Terms
Discussion Questions
Group Projects
References
Interactive Marketing: Internet and Database Marketing
Marketing Executive Profile: John Springer-Miller
Marketing in Action
The First Generation of Electronic Marketing (E-Marketing)
The Role of the Internet in Transforming Marketing
An Overview of Hospitality Website Design
Managing Customer Information
Database Marketing
Database Marketing Components
Using the Database
Ways to Use the Database
Summary
Key Terms
Discussion Questions
Group Projects
References
Synthesis
The Marketing Plan
Marketing Executive Profile: Terry Jicinsky
Marketing in Action
Requirements for a Marketing Plan
Development of the Marketing Plan
Data Collection
External Environment
Competitive Environment
Internal Environment
Data Analysis
Environmental and Market Trend Analysis
Competitive and Demand Analysis
Property Needs Analysis
Internal Analysis
Market Analysis
The Mission and Marketing Position Statement
Opportunity Analysis
Objectives and Methods
Action Plans
The Marketing Forecast
The Marketing Budget
Marketing Controls
Summary
Key Terms
Discussion Questions
Group Projects
Reference
Segmenting the U.S. Travel Market According to Benefits Realized
Understanding the Marketing Research Process: A Guide to Using an Outside Research Supplier
Brand Positioning: An Example
Revenue Management
Glossary
Name Index
Subject Index
World Maps
Image Credits

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