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Marketing for hospitality and tourism
Hospitality marketing case study
Hospitality marketing case study
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Assignment:
Since students in Hospitality programs across the country are required to take a "Hospitality Marketing" course in addition to a "Principles of Marketing" course, there must be some fundamental or additional information differences between these two courses. One would assume there would be some differences within the established four P's of marketing (product, price, place, promotion). For this question explore and clarify those fundamental differences and give some comparisons/contrasts examples for each issue either among various parts of the hospitality industry or between some part(s) of the hospitality industry and non-hospitality industries. After explaining these differences, bring the paper to a conclusion by suggesting some implications these differences may have for managers in this hospitality industry.
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Marketing strategies generally fall under four controllable categories. These four categories are often called the 4 P's and they represent the product, price, place and promotion aspects of marketing. Another term often used for the 4 P's is called marketing mix. Marketing mix is a term that became popularized in the 1940's by Neil H. Borden. Borden began using this term in his writings and teachings after the scholar James Culliton referred to the marketing manager as the "mixer of ingredients" in one of his works.1 Marketing mix is a general term that can apply to many marketing industries; because it does not restrict the marketer to the 4 P's of marketing; since each industry has their own "mix of ingredients" that often falls out of the scope of the 4 P's of marketing. This holds true for the hospitality industry, the hospitality industry in fact has 8 P's of m...
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...artnerships. Partnerships are the key to continue to develop the already developing industry. By creating partnerships, hospitality operations can broaden their consumer base across several difference target/product markets and ultimately expose their product to a large consumer base.
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Kotler, P., Keller, K.L. (2012). Marketing Management (14th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
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The marketing mix helps a company define the marketing elements for successfully positioning a market offer. The four P’s model, one of the best-known models, helps a company define its product marketing options in terms, place, price and promotion (MindTools.com, 2010). To enhance their impact with their target market, companies often use this model when you are planning a new venture, or evaluating an existing offer. As companies start out in an industry, many marketers learn about putting the right product in the right place, at the right price, at the right t...
Kotler, P. & Keller, K.L., (2009), A Framework for Marketing Management. 4th edition, Pearson Prentice Hall: USA
Armstrong G. & Kotler P. (2007) Marketing: An Introduction 8E Upper Saddle River, NJ Pearson Prentice Hall Publishers
The marketing mix is a term used to describe the four main marketing tools, Price, Product, Promotion and Place (EStartup business blog, 2010). An example of each of the 4P’s are: which products are well received, what prices consumers are willing to pay, what TV programs, newspapers and advertising consumers read and view and which restaurants and businesses are visited (EStartup business blog, 2010).... ... middle of paper ... ... Marketing strategies are the most important part of any business, once the marketing strategy is in place the business will be successful in the future.
In other word, it means that they are marketing services rather than goods. For example, a hotel will want to give a relaxing and fun atmosphere for the customers and inspires those same feelings in the consumer. Because the hospitality industry is mostly made up of tourism and other experiential services, a consistent brand identity is also very important. Marketers want to ensure that brand recognition exists so that customers will repeat to use their services. Repeat customers can create a greater revenue, which mean marketing strategy is necessary to consider about maintaining the relationships with the old customers while seeking out new customers as well (Hussung, 2016). Therefore, with the special characteristics of tourism products, the role of marketing in tourism industry compared with other industries is more important and implementation of marketing tools for a country is considerable. To illustrate, marketing can offer some information about the specific place to encourage the tourists to visit their destination (Laimer & Juergen, 2009). Thus, tourism revenue and international income can be increase by good planning and administration of marketing
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill.
A marketing mix is what businesses use to detail the main functions of business marketing and do into further explanation as of how those functions influence the success or failure of a business. There are several different marketing mix tools, the four P’s is a very useful tool explaining the main functions of a marketing mix. A basic way of describing the marketing mix is the four P’s: Product,Place, Price, Promotion. A very important part of understanding how to use this tool is asking yourself questions that will help you understand each individual part of the marketing mix. Many people use this process to check their existing business to see if there are improvements to be made. The four P’s marketing mix system could also be used before starting a new business or offering a new product to give yourself guidelines on how to run your new business.