| |
| |
| Preface | |
| |
| |
| |
| Marketing--Everybody's Job | |
| |
| |
| Three Approaches to the Market | |
| |
| |
| A Product Orientation | |
| |
| |
| A Sales Orientation | |
| |
| |
| A Marketing Orientation | |
| |
| |
| Marketing | |
| |
| |
| The Marketing Mix | |
| |
| |
| Marketing as a Social Force | |
| |
| |
| Marketing and Society | |
| |
| |
| |
| McDonald's and the Environment | |
| |
| |
| Organizing and Managing the Marketing Function | |
| |
| |
| The Marketing Department in Multiunit Companies | |
| |
| |
| Conflicts Between Marketing and Operations Departments | |
| |
| |
| Resolving Conflicts | |
| |
| |
| Internal Marketing | |
| |
| |
| Organizing the Marketing Unit | |
| |
| |
| Summary | |
| |
| |
| Key Words and Concepts | |
| |
| |
| Resources on the Internet | |
| |
| |
| Discussion Questions | |
| |
| |
| References | |
| |
| |
| |
| Hospitality Services | |
| |
| |
| Hospitality Service Characteristics | |
| |
| |
| Intangibility | |
| |
| |
| People as Part of the Product | |
| |
| |
| Demand Patterns | |
| |
| |
| Perishability | |
| |
| |
| Channels of Distribution | |
| |
| |
| Hospitality Service Marketing System | |
| |
| |
| Three Overlapping Service Systems | |
| |
| |
| Service Quality | |
| |
| |
| Quality Dimensions: Technical and Interpersonal | |
| |
| |
| Measuring Service Quality | |
| |
| |
| Service Quality Gaps | |
| |
| |
| Service Quality Control and the Zero-Defect Goal | |
| |
| |
| |
| Quality at the Ritz | |
| |
| |
| The Cost of Quality | |
| |
| |
| Enlisting the Customer in Quality Control | |
| |
| |
| Managing Demand Through Queuing | |
| |
| |
| Internal Marketing | |
| |
| |
| Employee Recruitment and Retention | |
| |
| |
| A Service Culture | |
| |
| |
| Summary | |
| |
| |
| Key Words and Concepts | |
| |
| |
| Resources on the Internet | |
| |
| |
| Discussion Questions | |
| |
| |
| References | |
| |
| |
| |
| The Macro and Micro Environments of Hospitality Marketing | |
| |
| |
| The Macro Environment | |
| |
| |
| Economy | |
| |
| |
| Society and Culture | |
| |
| |
| |
| "Cuisine Naturelle" for the Health Conscious | |
| |
| |
| |
| Women on Their Way by Wyndham | |
| |
| |
| Politics | |
| |
| |
| Technology | |
| |
| |
| Ecology | |
| |
| |
| The Micro Environment | |
| |
| |
| Competitors | |
| |
| |
| Customers | |
| |
| |
| Summary | |
| |
| |
| Key Words and Concepts | |
| |
| |
| Resources on the Internet | |
| |
| |
| Discussion Questions | |
| |
| |
| References | |
| |
| |
| |
| Market Segmentation and Target Marketing | |
| |
| |
| Segmenting and Targeting Markets | |
| |
| |
| Target Marketing | |
| |
| |
| Why Segment? | |
| |
| |
| Types of Segments | |
| |
| |
| Geographic Segmentation | |
| |
| |
| Demographic Segmentation | |
| |
| |
| |
| Targeting Specific Markets Based on Demographic Characteristics | |
| |
| |
| Psychographic Segmentation | |
| |
| |
| Benefit Segmentation | |
| |
| |
| Behavior Segmentation | |
| |
| |
| Combining Segmentation Approaches | |
| |
| |
| Segmenting Organizational Markets | |
| |
| |
| Organizational Buying Behavior | |
| |
| |
| Lodging's Organizational Customer Segments | |
| |
| |
| |
| The Club Hotel by Double Tree | |
| |
| |
| Contract Foodservice's Organizational Customer Segments | |
| |
| |
| Summary | |
| |
| |
| Key Words and Concepts | |
| |
| |
| Resources on the Internet | |
| |
| |
| Discussion Questions | |
| |
| |
| References | |
| |
| |
| |
| Marketing Information and Research | |
| |
| |
| Marketing Intelligence | |
| |
| |
| Internal Company Sources | |
| |
| |
| Competitor Information | |
| |
| |
| Marketing Information Systems (MIS) | |
| |
| |
| Marketing Research | |
| |
| |
| Secondary Research | |
| |
| |
| Syndicated Studies | |
| |
| |
| Primary Research | |
| |
| |
| Common Concerns in Hospitality Marketing Research | |
| |
| |
| Who Are Our Customers? | |
| |
| |
| Product Research: What Do Our Customers Want? | |
| |
| |
| |
| "The Room That Works": Market Research in Hotel Room Design | |
| |
| |
| Copy Testing | |
| |
| |
| Tracking Studies | |
| |
| |
| The Research Process | |
| |
| |
| Problem Definition | |
| |
| |
| Research Design and Implementation | |
| |
| |
| Data Analysis and Interpretation | |
| |
| |
| Preparation of the Research Report | |
| |
| |
| |
| Marketing Research Lays Ground for Turnaround at Round Table Pizza | |
| |
| |
| Consumer Information: Mining the Guest Database | |
| |
| |
| Tracking Guest Transactions | |
| |
| |
| Frequency Marketing | |
| |
| |
| Using the DBM Program | |
| |
| |
| Summary | |
| |
| |
| Key Words and Concepts | |
| |
| |
| Resources on the Internet | |
| |
| |
| Discussion Questions | |
| |
| |
| References | |
| |
| |
| |
| Marketing Strategy | |
| |
| |
| Strategic Marketing | |
| |
| |
| Strategic Versus Functional Marketing | |
| |
| |
| Corporate Hierarchy | |
| |
| |
| Corporation Strategic Planning | |
| |
| |
| Company Mission | |
| |
| |
| Portfolio Analysis and Identification of SBUs | |
| |
| |
| SWOT Analysis | |
| |
| |
| SBU Mission and Strategies | |
| |
| |
| |
| Low-Cost Focus Strategy: Southwest Airlines | |
| |
| |
| |
| International Expansion in Foodservice | |
| |
| |
| Positioning | |
| |
| |
| Functional Strategies and Plans | |
| |
| |
| Strategy in Small Firms | |
| |
| |
| Summary | |
| |
| |
| Key Words and Concepts | |
| |
| |
| Resources on the Internet | |
| |
| |
| Discussion Questions | |
| |
| |
| References | |
| |
| |
| |
| The Marketing Plan | |
| |
| |
| Why Plan? | |
| |
| |
| Content and Development of a Marketing Plan | |
| |
| |
| Executive Summary | |
| |
| |
| Mission Statement | |
| |
| |
| External Analysis | |
| |
| |
| Internal Analysis | |
| |
| |
| Market Segmentation and Positioning | |
| |
| |
| Goals and Objectives | |
| |
| |
| Action Plan | |
| |
| |
| Summary | |
| |
| |
| Key Words and Concepts | |
| |
| |
| Resources on the Internet | |
| |
| |
| Discussion Questions | |
| |
| |
| References | |
| |
| |
| |
| The Hospitality Product | |
| |
| |
| The Hospitality Marketing Mix | |
| |
| |
| The Service Offering | |
| |
| |
| The Core Benefit | |
| |
| |
| Facilitating Services | |
| |
| |
| Supporting Services | |
| |
| |
| Physical Environment: Managing the Evidence | |
| |
| |
| First Impression: The Exterior | |
| |
| |
| Lasting Impression: The Interior | |
| |
| |
| Manipulating the Environment | |
| |
| |
| The Concept as Product | |
| |
| |
| Restaurant Concepts | |
| |
| |
| Hotel Concepts | |
| |
| |
| Branding | |
| |
| |
| |
| What's in a Name? Brand Equity | |
| |
| |
| Types of Branding | |
| |
| |
| |
| Cobranding Prototype: Lodging and Foodservice | |
| |
| |
| |
| Birth of a New Brand | |
| |
| |
| Brands in Institutional Foodservice | |
| |
| |
| The Power of Branding | |
| |
| |
| Product Life Cycle | |
| |
| |
| Responses to Maturity | |
| |
| |
| New Products | |
| |
| |
| New Product Functions | |
| |
| |
| Defining New Products | |
| |
| |
| New Product Development | |
| |
| |
| New Product Hazard: Cannibalization | |
| |
| |
| Independent Operations | |
| |
| |
| Summary | |
| |
| |
| Key Words and Concepts | |
| |
| |
| Resources on the Internet | |
| |
| |
| Discussion Questions | |
| |
| |
| References | |
| |
| |
| |
| Place in Hospitality Marketing: Distribution | |
| |
| |
| Place and Places | |
| |
| |
| The Concept of Distribution | |
| |
| |
| Channels of Distribution | |
| |
| |
| Lodging Distribution Systems | |
| |
| |
| The Future of Reservations | |
| |
| |
| Reservation Systems in Lodging | |
| |
| |
| The Future of Reservations | |
| |
| |
| Lodging Channels of Distribution | |
| |
| |
| |
| Selling Through Channels | |
| |
| |
| Distribution in Foodservice | |
| |
| |
| Franchising in Foodservice | |
| |
| |
| Intensive Distribution: Intercept Marketing | |
| |
| |
| Intermediaries | |
| |
| |
| Other Intercompany Marketing Agreements: Alliances | |
| |
| |
| |
| Corporate Alliances | |
| |
| |
| Summary | |
| |
| |
| Key Words and Concepts | |
| |
| |
| Resources on the Internet | |
| |
| |
| Discussion Questions | |
| |
| |
| References | |
| |
| |
| |
| Place in Hospitality Marketing: Location | |
| |
| |
| Location Strategies | |
| |
| |
| Clustering | |
| |
| |
| Location Type: Freestanding or Part of a Larger Unit | |
| |
| |
| Colocation | |
| |
| |
| Funnel or Magnet? | |
| |
| |
| Tactical Issues | |
| |
| |
| Restaurant Location Evaluation | |
| |
| |
| |
| Location and Site Analysis with GIS | |
| |
| |
| Restaurant Site Evaluation | |
| |
| |
| Hotel Location: The Feasibility Study | |
| |
| |
| Site Evaluation | |
| |
| |
| Market Area Analysis | |
| |
| |
| Demand Analysis | |
| |
| |
| Competitive (Supply) Analysis | |
| |
| |
| |
| Lodging Supply and Demand by Location | |
| |
| |
| Other Study Contents | |
| |
| |
| Informed Judgment | |
| |
| |
| Summary | |
| |
| |
| Key Words and Concepts | |
| |
| |
| Resources on the Internet | |
| |
| |
| Discussion Questions | |
| |
| |
| References | |
| |
| |
| |
| The Price of Hospitality | |
| |
| |
| Pricing Objectives | |
| |
| |
| Sales-Oriented Pricing Objectives | |
| |
| |
| Profit-Oriented Pricing Objective | |
| |
| |
| Pricing in Nonprofit Operations | |
| |
| |
| The Determinants of Price | |
| |
| |
| Demand | |
| |
| |
| Supply | |
| |
| |
| Competition | |
| |
| |
| Pricing Methods in Foodservice | |
| |
| |
| Cost-Based Pricing | |
| |
| |
| Contribution Margin Pricing | |
| |
| |
| Demand-Based Pricing | |
| |
| |
| Break-Even Analysis and Sales Mix | |
| |
| |
| Selecting the Final Price | |
| |
| |
| Hotel Pricing | |
| |
| |
| Cost-Based Pricing | |
| |
| |
| Room Rate Range | |
| |
| |
| Yield Management | |
| |
| |
| Critical Areas of Yield Management | |
| |
| |
| |
| Marriott International's Revenue Management System | |
| |
| |
| Package Prices | |
| |
| |
| Summary | |
| |
| |
| Key Words and Concepts | |
| |
| |
| Resources on the Internet | |
| |
| |
| Discussion Questions | |
| |
| |
| References | |
| |
| |
| |
| Marketing Communication: Advertising | |
| |
| |
| Communication Mix | |
| |
| |
| Objectives of Marketing Communication | |
| |
| |
| Product Life Cycle | |
| |
| |
| Decision-Making Process | |
| |
| |
| Stimulating Demand | |
| |
| |
| Hierarchy of Objectives | |
| |
| |
| Advertising Goals and Objectives | |
| |
| |
| Image Versus Promotional Advertising | |
| |
| |
| Measurable Objectives | |
| |
| |
| Advertising Planning | |
| |
| |
| Target | |
| |
| |
| Message: Unique Selling Proposition | |
| |
| |
| Advertising Media Characteristics and Alternatives | |
| |
| |
| |
| City Buses as Moving Billboards | |
| |
| |
| |
| Using Direct Mailings and Due Bills to Generate Business | |
| |
| |
| Timing | |
| |
| |
| Budget | |
| |
| |
| Advertising Agencies | |
| |
| |
| Summary | |
| |
| |
| Key Words and Concepts | |
| |
| |
| Resources on the Internet | |
| |
| |
| Discussion Questions | |
| |
| |
| References | |
| |
| |
| |
| Marketing Communication: Sales Promotion, Public Relations/Publicity, and Personal Selling | |
| |
| |
| Sales Promotion | |
| |
| |
| Types of Sales Promotion | |
| |
| |
| Public Relations and Publicity | |
| |
| |
| Public Relations | |
| |
| |
| Publicity | |
| |
| |
| Tools of Public Relations and Publicity | |
| |
| |
| |
| Corporations Care! | |
| |
| |
| Crisis Management | |
| |
| |
| The Cost-Effectiveness of PR and Publicity | |
| |
| |
| Personal Selling and the Sales Process | |
| |
| |
| Prospecting | |
| |
| |
| Planning the Sales Call | |
| |
| |
| The Presentation | |
| |
| |
| Closing the Sale | |
| |
| |
| Follow-up | |
| |
| |
| Summary | |
| |
| |
| Key Words and Concepts | |
| |
| |
| Resources on the Internet | |
| |
| |
| Discussion Questions | |
| |
| |
| Reference | |
| |
| |
| |
| Marketing at the Unit Level | |
| |
| |
| Basis for Local Marketing | |
| |
| |
| Customers | |
| |
| |
| Competition | |
| |
| |
| Operations | |
| |
| |
| Database Marketing | |
| |
| |
| Local Marketing in Foodservice | |
| |
| |
| Why Is Local Marketing in Foodservice Growing? | |
| |
| |
| Local Marketing Issues for Chain Restaurants | |
| |
| |
| Establishing a Local Marketing Program | |
| |
| |
| Local Marketing Communication Methods | |
| |
| |
| |
| Menu Merchandising | |
| |
| |
| Property-Level Marketing in Lodging | |
| |
| |
| Product | |
| |
| |
| Price | |
| |
| |
| Promotion: Marketing Communication | |
| |
| |
| |
| Marketing via Books of Historical Fiction | |
| |
| |
| Summary | |
| |
| |
| Key Words and Concepts | |
| |
| |
| Resources on the Internet | |
| |
| |
| Discussion Questions | |
| |
| |
| References | |
| |
| |
| Index | |