This document provides an overview of key concepts in hospitality and tourism marketing. It defines the hospitality industry, marketing managers, and the goals of marketing as customer satisfaction and profit. It also outlines the marketing mix, promotional mix, needs, wants and demands of customers, customer value, expectations and satisfaction. Additional concepts covered include customer loyalty, exchange relationships, target markets, and different marketing management policies like the production, product, selling, marketing, and societal concepts. It concludes with two quotes about the importance of marketing.

1. Chapter
© 2010 by Pearson Higher Education,Inc.
Pearson Prentice Hall – Upper Saddle River, NJ07458
AN
INTRODUCTION
OF THE
HOSPITALITY &
TOURISM
MARKETING
1
Prepared byPrepared by
Ms. Jazz AlganesMs. Jazz Alganes
College of Hospitality ManagementCollege of Hospitality Management
Lipa City CollegesLipa City Colleges
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2. Chapter 1Intro to Marketing for Hospitality and Tourism
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• Hospitality Industry.
Made up of businesses
that offer one or more
of the following:
accommodation,
prepared food &
beverage service,
and/or entertainment.

3. Chapter 1Intro to Marketing for Hospitality and Tourism
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•Customer satisfaction leading to profit is the
central goal of hospitality marketing.
•The purpose of a
business is to create
and maintain
profitable customers.

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Marketing
Intro to Marketing for Hospitality and Tourism
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Marketing Manager. A person who is involved
in marketing analysis, planning,
implementation, & control of activities.
The art and science of finding, retaining, and
growing profitable customers.
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5. Chapter
Intro to Marketing for Hospitality and Tourism
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The Marketing Mix
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6. Chapter
Intro to Marketing for Hospitality and Tourism
The Promotional Mix
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Intro to Marketing for Hospitality and Tourism

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Needs, Wants & Demands
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Intro to Marketing for Hospitality and Tourism
•Need. A human
need is a state of felt
deprivation.
•Examples include
the need for food,
clothing, warmth and
safety.

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Needs, Wants & Demands
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Intro to Marketing for Hospitality and Tourism
•Wants. Wants are
how people
communicate their
needs.
•A hungry person may
want a hamburger,
noodles, or cheese and
bread.

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Needs, Wants & Demands
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Intro to Marketing for Hospitality and Tourism
•Demands. When
backed by buying
power, wants
become demands.

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Intro to Marketing for Hospitality and Tourism
•A product is anything that can be offered to
satisfy a need or a want.
• In the hospitality industry, a product is a
combination of tangible products, services,
information, or experiences that are offered to
the market.
Product

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Intro to Marketing for Hospitality and Tourism
Value, Expectations & Satisfaction
Customer value. The difference between the
benefits that the customer gains from owning and/or
using a product & the cost of obtaining the product.
Customer expectations. Based on past buying
experiences, the opinions of friends, & market
information
Satisfaction. Determined by how well the product
meet the customer’s expectations for that product.

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Intro to Marketing for Hospitality and Tourism
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Why Satisfaction May Not Lead to
Customer Loyalty
•Some customers never return to an area –
but they can still recommend
•Some customers shop for the best price -
differentiate your product
•Some customers like to have different
purchase experiences – like to stay or dine at
different places
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Why Managers Should Be Concerned
About Customer Loyalty
•Customer loyalty leads to
increased profit
•Customer loyalty leads to
increased partnership
•Lower marketing and sales

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Exchange & Relationships
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Intro to Marketing for Hospitality and Tourism
Exchange. The act of obtaining a desired
object from someone by offering something in
return.

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Exchange & Relationships
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Intro to Marketing for Hospitality and Tourism
Relationship Marketing. Focuses on building
relationship with a company’s profitable
customers.

17. Chapter
Market
A set of actual and potential buyers of a
product.
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Intro to Marketing for Hospitality and Tourism

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5 Marketing Management Policies
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Intro to Marketing for Hospitality and Tourism
• Consumers favor products that are
available and highly affordable.
• Improve production and distribution.
• Consumers favor products that offer
the most quality, performance, and
innovative features.
• Consumers will buy products only if
the company promotes/ sells these
products.
• Focuses on needs/ wants of target
markets & delivering satisfaction
better than competitors.
• Focuses on needs/ wants of target
markets & delivering superior
value.
Production ConceptProduction Concept
Product Concept
Selling ConceptSelling Concept
Marketing ConceptMarketing Concept
Societal Marketing ConceptSocietal Marketing Concept

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Intro to Marketing for Hospitality and Tourism
Marketing is so basic that it cannot be
considered a separate function. It is the whole
business seen from the point of view of its final
result, that is, from the customer’s point of
view. Business success is not determined by
the producer but by the consumer.
-Peter Drucker

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Intro to Marketing for Hospitality and Tourism
Marketing has become the job of everyone.