Hospitality Marketing
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Hospitality Marketing

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CREATED BY: MR. RYAN JAY D. LAWAS - ACLC COLLEGE OF MANDAUE HRM DEPARTMENT

CREATED BY: MR. RYAN JAY D. LAWAS - ACLC COLLEGE OF MANDAUE HRM DEPARTMENT

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  • KAIILANGNAN NI SIYA GUD

Hospitality Marketing Hospitality Marketing Presentation Transcript

  • HOSPITALITY MARKETING 12/12/12 1
  •  The major differentiation between services and good is the notion of intangibility. (EXAMPLE) The INTANGIBILITY of the product and the service accompanies it. For marketing executives: to understand what customer want from the service organization and then adapt accordingly. (click) HOSPITALITY MARKETING 12/12/12 2
  • (DIFFERENCES OF SERVICES & GOODS) o INTANGIBILITY o PERISHABILITYo HETEROGENIETY o SIMULTANEOUS PRODUCTION & CONSUMPTION HOSPITALITY MARKETING 12/12/12 3
  •  Incapable of being touched or perceived by touching or unable or difficult to be perceived by the five senses. Service is experienced, rather than possessed Buyers are not sure what are they buying or what they will get. Buyers are buying based on their expectations or what they want to receive. MARKETER’S ROLE is to set and manage these expectations. HOSPITALITY MARKETING 12/12/12 4
  • BECHTEL ISLA NAVIDADConference Center HOSPITALITY MARKETING 12/12/12 5
  •  The intangibility of the services is very hard for marketers you need to persuade prospective buyers, while not promising that cannot be delivered. FIRST STEP is to develop these Then do the traditional method advertising, direct marketing, personal selling & publicity & Online marketing. Using words like “the finest”, “the ultimate” Or tangibilizing the intangibles. HOSPITALITY MARKETING 12/12/12 6
  • HOSPITALITY MARKETING 12/12/12 7
  •  Most of the services have fixed capacity. Perishability & fixed capacity also impact product availablity. Customers do not care ‘bout perishability but they do care for their expectations to be met. The challenged for a marketer is to balance out the demand & the capacity as much as possible. If service is an element that is being marketed, then SERVICE is an element of the customer expectation that should be provided. HOSPITALITY MARKETING 12/12/12 8
  • HOSPITALITY MARKETING 12/12/12 9
  •  It refers to the variation and lack of uniformity in the service being performed. “moment of truth” Consistency of service is very difficult because of the human-intensive nature providing a service. Believing that “Customer is always Right” There is a wide variations in customers assessment of QUALITY, and what satisfies one may very well not satisfy another. HOSPITALITY MARKETING 12/12/12 10
  • HOSPITALITY MARKETING 12/12/12 11
  •  THE CHALLENGES OF MARKETERS OF SERVICE:1. “Moment of Truth”2. What is appropriate to one may not be appropriate to another.3. Service to one customer may affect the service delivered to another. “a lack of assurance to the product you market is the product actually produced. HOSPITALITY MARKETING 12/12/12 12
  •  The buyer must be present to experience (consume) the service provided (produced) EMPLOYEES are also part of the product (click) because they are producing the service while customers consumes. Every time we purchase a service, regardless of how many times of purchase, there is a possibility of completely a new experience.The customer cannot consume what the seller cannot produce. HOSPITALITY MARKETING 12/12/12 13
  •  Smiles can be aggravated than welcome if the customer’s problem unresolved. HOSPITALITY MARKETING 12/12/12 14
  • HOSPITALITY MARKETING 12/12/12 15
  • PHYSICAL PRODUCT Is a tangible component of the service.PRICE is tangible and it tangibilizes The tangibles. Physical component satisfies or may not satisfy customers basic needs. HOSPITALITY MARKETING 12/12/12 16
  • HOSPITALITY MARKETING 12/12/12 17
  •  Also known as “servicescape” Physical environment which the service is delivered. The servicescape at the check-in may be the business desk with one clerk each. It includes the spatial lay out, signs & symbols. Sign may not only direct customers they may also directs prosedures. HOSPITALITY MARKETING 12/12/12 18
  • HOSPITALITY MARKETING 12/12/12 19
  •  This defined as “how the service works in theory” “plan your work” HOSPITALITY MARKETING 12/12/12 20
  • HOSPITALITY MARKETING 12/12/12 21
  • BACKHOSPITALITY MARKETING 12/12/12 22
  • BACKHOSPITALITY MARKETING 12/12/12 23