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