Marketing Leadership in Tourism has different approaches and concepts that may be useful for a tourism practitioner. Learn how to manage and understand customer relationships to achieve organizational goals. Marketing Mix as applied to tourism industries and services marketing.

1. MARKETING LEADERSHIP
AIMEE GRACE M. MADLANGBAYAN, DPA

2. TWO-FOLD PURPOSE OF MARKETING
CREATE A
CUSTOMER

3. TWO-FOLD PURPOSE OF MARKETING
KEEP A CUSTOMER

4. MANAGING CUSTOMER EXPECTATIONS AND
PERCEPTIONS OF HOSPITALITY SERVICES

5. CONSUMER TRADE-OFF MODEL
Need
Expectation
Potential Gap
Product / Service Price
(Solution) Risk (Sacrifice)
Level of Satisfaction

6. MARKETING MIX
a combination of factors that can be controlled by a company to
influence consumers to purchase its products
It is the totality of a hospitality company’s offerings to the market
place to satisfy guests’ wants and needs.

7. 4P’S OF MARKETING

8. PROMOTION – tool of communication used to inform the target market about
the goods and services
- informing, educating, persuading and reminding customers.
- involves tradeshows, displays, ad materials, contests, trade
promotions, coupons, samples and premiums
PLACE - contact between the service provider and the person who gets
benefits of the service.
- channels through which the service provider interacts/ exchange
products/services to the buyer.
MARKETING MIX
MCCARTHY

9. 4 P’S OF MARKETING
PRODUCT – a set of attributes assembled in an identifiable form.
- benefits that satisfy needs of customers
- maybe in a form of goods, services, places,
persons and ideas.
PRICE – the exchange value of a product expressed in terms of
money.

11. MARKETING MIX
BOOMS AND BITNER
PEOPLE – all persons directly or indirectly involved in the consumption of a
service like employees or customers.
PHYSICAL EVIDENCE – the element which allows the consumer again to make
judgements on the organization.
- the environment where the service was delivered.
PROCESS – systems used to assist the organization in delivering the service.

12. PHYSICAL EVIDENCE

13. COMPONENTS OF HOSPITALITY
PRODUCTS
CORE PRODUCT – refers to fundamental benefit that the customer
receives from a hospitality service.
ex. Hotel – sleep and meet
restaurant – eat and socialize
FACILITATING PRODUCT – goods and services that must be present for the
guest to use the core products
ex. Hotel – basic room
restaurant - food

14. TANGIBLE PRODUCT - the physical translation of the basic product.
ex. 10 x 10 rooms, 28 inch TV, telephone and small
bathroom priced at P2,000 per night
SUPPORTING PRODUCT – extra products offered to add value to the core
product and help differentiate it from competition.
ex. minibar
AUGMENTED PRODUCT – provided by a marketer to enhance the quality of
service with or without additional charge.
COMPONENTS OF HOSPITALITY
PRODUCTS

15. CASE STUDY