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Introduction to Marketing (What Is Marketing?) | |
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Marketing Defined | |
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Definition of Marketing | |
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Evolutionary Eras of Marketing | |
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Developing a Marketing Orientation | |
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Core Principles of Marketing | |
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The Hospitality and Travel Marketing Environment | |
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Increased Importance of Marketing in the Industry | |
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Chapter Conclusion | |
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Review Questions | |
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Chapter Assignments | |
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World Wide Web Resources | |
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References | |
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Marketing Hospitality and Travel Services | |
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What Is Services Marketing? | |
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Why Is Services Marketing Different? | |
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Why Are Hospitality and Travel Services Marketing Different? | |
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Different Marketing Approaches Needed for Hospitality and Travel | |
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Chapter Conclusion | |
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Review Questions | |
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Chapter Assignments | |
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World Wide Web Resources | |
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References | |
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The Hospitality and Travel Marketing System | |
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Many Different Approaches to Defining Our Industry | |
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The Systems Approach | |
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The Hospitality and Travel Marketing System | |
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Relationship of the System to Strategic and Tactical Marketing Planning | |
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Organization of This Book | |
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Chapter Conclusion | |
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Review Questions | |
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Chapter Assignments | |
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World Wide Web Resources | |
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References | |
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Planning: Research and Analysis (Where Are We Now?) | |
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Customer Behavior | |
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Behavior of Individual Customers | |
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Buying Processes of Individual Customers | |
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Behavior of Organizational Customers | |
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Chapter Conclusion | |
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Review Questions | |
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Chapter Assignments | |
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World Wide Web Resources | |
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References | |
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Analyzing Marketing Opportunities | |
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Analysis for Success | |
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The Situation Analysis | |
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The Market Analysis | |
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The Feasibility Analysis or Study | |
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Chapter Conclusion | |
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Review Questions | |
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Chapter Assignments | |
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World Wide Web Resources | |
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References | |
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Marketing Research | |
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Research: Nourishment for Marketing | |
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Definition of Marketing Research | |
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Reasons for Doing Marketing Research: The Five Cs | |
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Reasons for Not Doing Marketing Research | |
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Using Research in the Hospitality and Travel Marketing System Steps | |
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Key Requirements for Good Research Information | |
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The Marketing Research Process | |
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Chapter Conclusion | |
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Review Questions | |
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Chapter Assignments | |
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World Wide Web Resources | |
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References | |
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Planning: Marketing Strategy and Planning (Where Would We Like To Be?) | |
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Marketing Strategy: Market Segmentation and Trends | |
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Market Segmentation | |
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Segmentation Bases | |
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Market Trends and Segmentation | |
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Changing Segmentation Practices | |
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Chapter Conclusion | |
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Review Questions | |
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Chapter Assignments | |
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World Wide Web Resources | |
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References | |
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Marketing Strategy: Strategies, Positioning, and Marketing Objectives | |
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The Process of Developing a Marketing Strategy and Plan | |
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Market Strategy Formulation | |
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Relationship Marketing and Strategic Alliances | |
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Positioning Approach | |
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Marketing Objectives | |
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Chapter Conclusion | |
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Review Questions | |
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Chapter Assignments | |
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World Wide Web Resources | |
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References | |
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The Marketing Plan and the 8 Ps | |
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Marketing Plan Definition | |
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Differences between Tactical and Strategic Planning | |
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Requirements for an Effective Marketing Plan | |
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Benefits of Having a Marketing Plan | |
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Contents of a Marketing Plan | |
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Steps Involved in Preparing a Marketing Plan | |
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The 8 Ps of Hospitality and Travel Marketing | |
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Chapter Conclusion | |
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Review Questions | |
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Chapter Assignments | |
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World Wide Web Resources | |
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References | |
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Implementing the Marketing Plan (How Do We Get There?) | |
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Product Development and Partnership | |
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Types and Roles of Hospitality and Travel Industry Organizations | |
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The Product/Service Mix | |
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Product Development Decisions | |
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Partnership | |
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Chapter Conclusion | |
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Review Questions | |
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Chapter Assignments | |
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World Wide Web Resources | |
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References | |
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People: Services and Service Quality | |
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The Two Main Groups of People: Guests and Hosts | |
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Key Role of People in the Marketing Mix | |
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The Total Quality Management (TQM) Concept | |
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Customer Codes and Guarantees | |
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Employees: Managing Internal Customers for Service Quality | |
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Measuring Service Quality | |
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Relationship Marketing: Treating Guests as People | |
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The Customer Mix | |
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Chapter Conclusion | |
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Review Questions | |
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Chapter Assignments | |
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World Wide Web Resources | |
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References | |
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Packaging and Programming | |
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Definition of Packaging and Programming | |
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Relationship of Packaging and Programming | |
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Reasons for the Popularity of Packages and Programming | |
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Role of Packaging and Programming in Marketing | |
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Packaging Concepts Offered by Industry | |
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Steps in Developing Effective Packages | |
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Chapter Conclusion | |
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Review Questions | |
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Chapter Assignments | |
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World Wide Web Resources | |
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References | |
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The Distribution Mix and the Travel Trade | |
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The Distribution Mix and the Travel Trade | |
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Individual Travel Intermediaries | |
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On-line Travel Services | |
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Marketing to the Travel Trade | |
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Chapter Conclusion | |
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Review Questions | |
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Chapter Assignments | |
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World Wide Web Resources | |
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References | |
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Communications and the Promotional Mix | |
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Promotion and Communications | |
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Goals of Promotion | |
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The Promotional Mix | |
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Factors Affecting the Promotional Mix | |
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Chapter Conclusion | |
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Review Questions | |
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Chapter Assignments | |
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World Wide Web Resources | |
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References | |
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Advertising | |
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Advertising and the Promotional Mix | |
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Planning the Advertising Effort | |
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Advertising Media Alternatives | |
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Advertising by the Hospitality and Travel Industry | |
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Role of Advertising Agencies | |
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Chapter Conclusion | |
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Review Questions | |
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Chapter Assignments | |
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World Wide Web Resources | |
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References | |
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Sales Promotion and Merchandising | |
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Sales Promotion, Merchandising, and the Promotional Mix | |
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Planning Sales Promotion and Merchandising Efforts | |
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Chapter Conclusion | |
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Review Questions | |
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Chapter Assignments | |
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World Wide Web Resources | |
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References | |
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Personal Selling and Sales Management | |
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Personal Selling and the Promotional Mix | |
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Categories of Personal Selling | |
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Personal Selling Strategies | |
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The Sales Process | |
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The Sales Plan and Sales Management | |
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Personal Selling in the Hospitality and Travel Industry | |
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Chapter Conclusion | |
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Review Questions | |
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Chapter Assignments | |
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World Wide Web Resources | |
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References | |
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Public Relations and Publicity | |
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Public Relations, Publicity, and the Promotional Mix | |
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Hospitality and Travel Industry Publics | |
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Planning Public Relations Efforts | |
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Public Relations Consultants | |
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Chapter Conclusion | |
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Review Questions | |
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Chapter Assignments | |
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World Wide Web Resources | |
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References | |
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Pricing | |
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Pricing's Dual Role | |
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Pricing and Value for Money | |
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Planning Pricing Approaches | |
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Select Pricing Approaches | |
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Chapter Conclusion | |
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Review Questions | |
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Chapter Assignments | |
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World Wide Web Resources | |
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References | |
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Controlling and Evaluating the Plan (How Do We Make Sure We Get There? How Do We Know If We Got There?) | |
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Marketing Management, Evaluation, and Control | |
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Marketing Management--Definition and Components | |
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Marketing Management Benefits | |
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Marketing Organization | |
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Staffing the Marketing Organization | |
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Managing and Supervising Marketing Personnel | |
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Setting Marketing Budgets | |
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Marketing Control and Evaluation | |
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The Future of Marketing | |
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Chapter Conclusion | |
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Review Questions | |
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Chapter Assignments | |
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World Wide Web Resources | |
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References | |
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Appendix 1 | |
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Appendix 2 | |
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Glossary | |
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Index | |