Hospitality Marketing

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

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  • KAIILANGNAN NI SIYA GUD
  • Hospitality Marketing

    1. 1. HOSPITALITY MARKETING 12/12/12 1
    2. 2.  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
    3. 3. (DIFFERENCES OF SERVICES & GOODS) o INTANGIBILITY o PERISHABILITYo HETEROGENIETY o SIMULTANEOUS PRODUCTION & CONSUMPTION HOSPITALITY MARKETING 12/12/12 3
    4. 4.  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
    5. 5. BECHTEL ISLA NAVIDADConference Center HOSPITALITY MARKETING 12/12/12 5
    6. 6.  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
    7. 7. HOSPITALITY MARKETING 12/12/12 7
    8. 8.  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
    9. 9. HOSPITALITY MARKETING 12/12/12 9
    10. 10.  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
    11. 11. HOSPITALITY MARKETING 12/12/12 11
    12. 12.  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
    13. 13.  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
    14. 14.  Smiles can be aggravated than welcome if the customer’s problem unresolved. HOSPITALITY MARKETING 12/12/12 14
    15. 15. HOSPITALITY MARKETING 12/12/12 15
    16. 16. 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
    17. 17. HOSPITALITY MARKETING 12/12/12 17
    18. 18.  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
    19. 19. HOSPITALITY MARKETING 12/12/12 19
    20. 20.  This defined as “how the service works in theory” “plan your work” HOSPITALITY MARKETING 12/12/12 20
    21. 21. HOSPITALITY MARKETING 12/12/12 21
    22. 22. BACKHOSPITALITY MARKETING 12/12/12 22
    23. 23. BACKHOSPITALITY MARKETING 12/12/12 23

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